60% Consumers Prefer Brand Clothes.

"In today's China, dressing represents your taste."

This may be more than just an impression of Chinese consumers leaving an International Herald Tribune writer Ann Maha.

Over the past few years, the rapid growth of China's clothing sales has made many domestic and foreign retailers regard it as a new opportunity for development.

A few days ago, an American agency issued a survey on the buying and consumption habits of Chinese consumers.

Upper garment is the main item of clothing purchasing.

The survey shows that compared with American consumers, top and underwear consumption accounts for the largest proportion in Chinese consumer apparel purchase projects, while the share of skirts, dresses and casual wear is roughly the same as that of the US.

In terms of purchasing preferences, Chinese and American consumers show a significant difference in trousers: Chinese consumers' casual pants account for 15% of their total clothing purchases, while only 7% are used to buy Jeans, while Americans are evenly distributed on these two trousers.

But there is no doubt that jeans are becoming more and more popular in China, especially among young consumers.

Although compared to the United States, jeans occupy a small proportion of consumption in China's clothing market, but the trend of young consumers has more jeans than their elders is basically the same.

In China, consumers aged 15 to 29 account for 8% of the total consumption of jeans. Compared to those aged between 30 and 54, consumers who buy stronger strength account for only 6% of total purchases.

Half buying from department stores

China's retail market is becoming increasingly mature, and diversified industrial structure also provides consumers with more channels to purchase retail products.

In addition to buying clothes from department stores, a large number of street clothing stores are also a main way to buy their daily clothes.

According to the survey, clothing stores, such as the clothing market and independent franchises, account for 22% of the share of clothing purchased by Chinese consumers.

In addition, more than half of the clothing trade was done in department stores.

Rise of brand awareness

As many international brands enter Asia, Chinese consumers have become more brand conscious.

Research shows that 38% of Chinese consumers tend to be domestic brands when choosing clothes, while 22% prefer foreign brands.

According to the McKinsey Quarterly article, only about 25% of Chinese consumers believe that foreign brands can provide higher value than domestic brands. Chinese consumers buy more than 600 brands of clothing monthly, and these brands come from different countries and regions such as China, Japan, Europe and the United States.

Sportswear, jeans and luxury brand clothing are most popular in China.

Chinese consumers like to buy and collect luxury goods and occupy 10% of the total global luxury consumption.

As Ann Maha pointed out in the International Herald Tribune, "in today's China, dressing represents your taste."

Chinese consumers will buy luxury clothing and clothing as investment behavior, with a view to highlighting their honorable status, publicizing their personalities and differences.