2015 China Apparel Industry Consumption Trend Data Report

Taobao joint business data center has launched more than 50 data analysis reports. Garment industry The research report points out that Alibaba Big data collects basic information and behavioral data of 386 million consumers, over 10 million merchants and 1 billion commodities. A comprehensive insight into consumer characteristics and industry trends helps businesses make business decisions.

First, the development of garment industry

Clothing is the earliest, largest and most mature industry on line. At present, it has maintained a relatively fast growth. The turnover increased by more than 30% over the same period last year. There is a very obvious end of the season in clothing. The first and fourth quarter of the year are the peak season for sales, the second, third quarter is the off-season, and the double eleven has a more significant pulling effect on the garment industry.

Two, the distribution of trade category

Judging from the category, Women's wear In the third quarter of 2015, it accounted for the highest proportion in the apparel industry, and deserved to become the largest category of Taobao platform. Platform Men's wear The size is about 1/3 of women's clothing, and the size of underwear household clothing is about 1/3 of men's clothing.

Three, consumer portraits - Gender

On the consumer side, the overall sex ratio in clothing industry is about one to three. Female consumers have the absolute right to speak in the clothing industry. Even in the men's clothing industry, women still contribute 40% of their consumption.

Four, consumer portrait age

Clothing industry consumers in recent years, the trend of youth is significant. In the third quarter of 2015, consumers accounted for more than 1/5 at the end of the 19 quarter to 22 years old. Among them, men accounted for the highest proportion of young people. At the end of the three quarter of 2015, they accounted for 1/4 of the men's clothing industry.

Five, consumer portrait - online shopping depth

The vast majority of users in the apparel industry are deep users. From 2011 to 2015, the proportion of moderate to deep consumers is increasing. According to the category, the highest proportion of users in the depth is the category of underwear household clothing. This is mainly due to the consumers' quality of underwear is more valued, compared with other clothing, they are more accustomed to buying online. On the contrary, men's clothing industry has the lowest proportion of users in depth.

Six, consumer portrait consumption grade

The advanced consumers account for about 80% of the clothing industry consumers, while the proportion of the basic and high-end consumers is increasing or decreasing. The proportion of basic and high-end consumers in women's wear industry is the highest among the three sub sectors. Even for high-end online shoppers, the Taobao women's wear online market is still attractive to this group.

Seven, consumer portrait - city line level

The proportion of consumers in the apparel industry at all levels is stable, and the proportion of the three or four tier consumers has increased slightly. Relative to other industries, the consumption of the three or four tier cities is higher in the clothing industry, and the proportion of men's and women's wear is over 40%.

Eight, consumer portrait - geographical distribution

The users of clothing industry are mainly distributed in the southeastern coastal provinces, while the development of the three or four line market is faster.

Nine, mobile trend - mobile transaction scale

The sales volume of the mobile industry in the apparel industry has increased rapidly. Since 2015, the mobile terminal has accounted for more than half of the total industry sales. The penetration rate of mobile terminals has exceeded 50% in January 2015. The time point is later than that of food, home appliances, digital and beauty industries, but earlier than that of shoes and bags. The current penetration rate of the apparel industry is higher than that of the market, leading all industries.

Ten, mobile trend - crowd summary

According to the crowd, women, young people, deep users and basic consumers have a higher degree of acceptance of mobile shopping. In young people under 22, the penetration rate of mobile providers is the highest.