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市場調查報告書

中國女裝零售市場

Womenswear Retailing - China - April 2014

出版商 Mintel China 商品編碼 305534
出版日期 內容資訊 英文 177 Pages
商品交期: 最快1-2個工作天內
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中國女裝零售市場 Womenswear Retailing - China - April 2014
出版日期: 2014年04月01日 內容資訊: 英文 177 Pages
簡介

中國女裝零售市場因為消費者平均收入增加、單人支出力增加、組織零售店舖的關係急速擴大、線上零售也急速成長、2008年之後持續安定成長。

本報告針對中國女裝零售市場調查分析、提供市場現況、市場促進因素、市場阻礙因素、主要企業、消費者動向、市場機會、今後發展考察。

第1章 介紹

  • 定義
  • 調查方法
  • 簡稱

第2章 摘要整理

第3章 課題與考察

  • 調整各種收入群眾的需求
  • 現況
  • 預測
  • 依生活方式區分的女性時尚需求變化
  • 現況
  • 預測
  • 線上零售重大影響
  • 現況
  • 預測
  • 女裝零售店的服務品質重要性增加
  • 現況
  • 預測

第4章 動向

  • "Transumer"重視經驗的消費者
  • 回到專門店:顧客服務
  • 選擇指南:零售業者決定口味
  • 經驗就是一切

第5章 市場規模與預測

  • 主要重點
  • 市場規模與預測
  • 中國女裝市場概要
  • 時尚品牌發展
  • 私人品牌發展
  • 消費者生活方式動向
  • 內衣是重要的成長部門
  • 線上零售的成長對成長部門而言很重要

第6章 市場佔有率

  • 主要重點
  • 細分化、分類化市場

第7章 誰是創新者?

  • 主要重點
  • 新加入市場的業者
  • 成為新聞的新開店零售業者
  • 設計師創辦與國內品牌信用

第8章 企業與品牌

  • E-Land Co., Ltd.
  • Bosideng International Holdings Limited
  • Etam China Co., Ltd.
  • Shanghai Metersbonwe Fashion & Accessories Co., Ltd.
  • Zhejiang Semir Garment Co., Ltd.
  • Bestseller A/S
  • The Inditex Group

第9章 消費者:機能性與時尚的平衡

  • 主要重點
  • 主要女裝目標分類
  • 重視機能性的客群
  • 重視印象的客群
  • 有預算的客群

第10章 消費者:店舖形式影響

  • 主要重點
  • 傳統店家與線上競爭時常購買的顧客
  • 收入對購物頻率有極大影響
  • 目標分類的購買頻率

第11章 消費者:該多買些什麼衣服?

  • 主要重點
  • 輕裝佔了大部分
  • 女裝的購買:購買層分類
  • 女裝的購買:目標分類

第12章 消費者:買衣服的原因

  • 主要重點
  • 誰有買衣服的理由?
  • 購買層分類的購物原因
  • 買衣服的原因

第13章 消費者:店面選擇

  • 主要重點
  • 女性需求
  • 零售業者選擇影響因素:購買層分類
  • 零售業者選擇影響因素:目標分類

第14章 消費者:產品選擇

  • 主要重點
  • 時尚還是機能性?
  • 產品選擇影響因素:購買層分類
  • 產品選擇影響因素:目標分類

第15章 消費者:對服裝品牌的想法

  • 主要重點
  • 時尚與風格的想法
  • 對品牌的看法
  • 價格相關看法
  • 線上VS店舖看法
  • 對買衣服的看法:購買層分類
  • 對買衣服的看法:目標分類

附錄

目錄

"The total womenswear retail market has risen steadily since 2008 thanks to continued growth in average consumer incomes and per capita spending power, the rapid spread of organised retail chains and very strong growth in online retail. Online retailing has been particularly significant in adding impetus to growth in the market, but has also added to price pressures on retailers because of deep discounting online, while costs of operating stores have risen, putting more pressure on company margins.

The market remains highly fragmented and segmented, with few of the leading chains having a truly national reach, making it difficult for most retailers to establish a truly significant national market share.

The middle, fast fashion segment of the market has been one of the fastest growing over recent years, bridging the gap between the mass market and high-end luxury market, with there now being more opportunity for further segmentation by price point.

Consumers are becoming more sophisticated and individualistic, which is forcing retailers to adapt to an increasingly diverse consumer market. This is creating opportunities for the development of more sub-brands aimed at different consumer lifestyles, life stage and price points. Adapting to new market conditions will become even more important as competition forces more chains to expand from the hotly contested higher tier cities into lower tier cities."

Matthew Crabbe, Director of Research, Asia-Pacific

This market comprises women's clothes through all retail outlets including direct to consumer in the People's Republic of China. It excludes footwear and clothing accessories (such as belts, hats and jewellery) but includes sportswear. Market value is at retailers prices including sales tax.

Table of Contents

Introduction

  • Definition
  • Methodology
  • Abbreviations

Executive Summary

  • The market
    • Figure 1: China - Total womenswear retail market size, 2008-18
  • Companies and brands
    • Figure 2: China - Top ten clothing retailers' value share of the combined top ten revenues, 2012-13
  • The consumer
  • Shopper motives driven by a balance of function and fashion
    • Figure 3: Target groups, December 2013
  • The influence of store format
    • Figure 4: Womenswear retailers visited in the past 12 months, December 2013
  • Which clothes do they buy the most?
    • Figure 5: Types of womenswear bought in the past 12 months, December 2013
  • Reasons for clothes shopping
    • Figure 6: Womenswear shopping occasions made in the past 12 months, December 2013
  • Outlet choice considerations
    • Figure 7: Choice factors considered when deciding which retailer to visit, December 2013
  • Product choice considerations
    • Figure 8: Choice factors considered when deciding which products to buy, December 2013
  • Attitudes to clothes shopping
    • Figure 9: Consumer attitudes to fashion/style when buying womenswear, December 2013
    • Figure 10: Consumer attitudes to brands when buying womenswear, December 2013
    • Figure 11: Consumer attitudes to price when buying womenswear, December 2013
    • Figure 12: Consumer attitudes to online vs in-store purchases when buying womenswear, December 2013
  • Key issues
  • Tailoring to the needs of different income groups
    • Figure 13: Womenswear retailers visited with high frequency in the past 12 months, by monthly personal income group, December 2013
  • The changing fashion needs of women by life stage
    • Figure 14: Types of womenswear bought in the past 12 months, by age group, December 2013
  • The profound impact of online retail on womenswear shopping
    • Figure 15: Consumer attitudes to online vs in-store purchases when buying womenswear, December 2013
  • The growing importance of service quality and outlet ambiance on shopping preference
    • Figure 16: Experiential choice factors ranked first when deciding which retailer to visit, by monthly personal income group, December 2013

Issues and Insights

  • Tailoring to the needs of different income groups
  • The facts
  • The implications
    • Figure 17: Womenswear retailers visited with high frequency in the past 12 months, by monthly personal income group, December 2013
    • Figure 18: Repertoire of womenswear retailers visited in the past 12 months, by monthly personal income group and frequency, December 2013
    • Figure 19: Repertoire of womenswear retailers visited in the past 12 months, by monthly household income group, December 2013
  • The changing fashion needs of women by lifestage
  • The facts
  • The implications
    • Figure 20: Types of womenswear bought in the past 12 months, by age group, December 2013
    • Figure 21: Types of womenswear bought in the past 12 months, by age group and monthly personal income group, December 2013
    • Figure 22: Types of womenswear bought in the past 12 months, by target groups, December 2013
    • Figure 23: Womenswear shopping occasions made in the past 12 months, by top six product choice considerations, December 2013
  • The profound impact of online retail on womenswear shopping
  • The facts
  • The implications
    • Figure 24: vs Consumer attitudes to online vs in-store purchases when buying womenswear, December 2013
    • Figure 25: Choice factors considered when deciding which retailer to visit, by availability online, December 2013
  • The growing importance of service quality and outlet ambiance on shopping preference
  • The facts
  • The implications
    • Figure 26: Experiential choice factors considered when deciding which retailer to visit, by monthly personal income group, December 2013
    • Figure 27: Experiential choice factors considered when deciding which retailer to visit, by key consumer group, December 2013

Trend Application

  • Transumers - Buying on the move
    • Figure 28: Womenswear retailers visited about once a week or more in the past 12 months, December 2013
    • Figure 29: Half-yearly data on China internet access, by access device, December 2009-June 2012
  • Return to the Experts - Customer service
    • Figure 30: Choice factors considered when deciding which retailer to visit, by monthly personal income group, December 2013
  • Guiding Choice - Retailers as arbiters of taste
    • Figure 31: Repertoire of womenswear retailers visited in the past 12 months, by monthly personal income group and frequency, December 2013
    • Figure 32: Repertoire of womenswear retailers visited in the past 12 months, by monthly household income group, December 2013
  • Experience is All - Stores as experiential brand adverts

Market Size and Forecast

  • Key points
  • Total market size and forecast
    • Figure 33: China - Total womenswear retail market size, 2008-18
  • Overview on China's womenswear market
  • The development of fashion brands
  • The development of private label
  • Consumer sophistication and lifestyle trends
  • Underwear an important growth sector
  • Online retail grows in significance to clothing sales
    • Figure 34: China's total online retail and online apparel markets compared, 2008-12
    • Figure 35: Growth comparison of China's total e-commerce and online apparel markets, 2008-12
    • Figure 36: Online apparel retailing as a proportion of total China apparel market value, 2008-12

Market Share

  • Key points
  • Still a highly fragmented and segmented market
    • Figure 37: China - Top five clothing retailers' combined value share of the total clothing retail market, 2012-2013
    • Figure 38: China - Top ten clothing retailers' value share of the total clothing retail market, 2012-2013
    • Figure 39: China - Top ten clothing retailers' value share of the combined top ten revenues, 2012-13
    • Figure 40: Top ten womenswear brand shares, 2012

Who's Innovating?

  • Key points
  • New market entrants
  • Retailers making the news with new store openings
  • Designer launches and domestic brand kudos

Companies and Brands

  • E-Land Co., Ltd.
  • Bosideng International Holdings Limited
    • Figure 41: Bosideng International Holdings Limited financial summary, first half 2012-first half 2013
  • Etam China Co., Ltd.
    • Figure 42: Etam China Co., Ltd. financial summary, first half 2012-first half 2013
  • Shanghai Metersbonwe Fashion & Accessories Co., Ltd.
  • Zhejiang Semir Garment Co., Ltd.
  • Bestseller A/S
  • The Inditex Group

The Consumer - Shopper Motives Driven by a Balance of Function and Fashion

  • Key points
  • The key womenswear target segments
    • Figure 43: Target Groups, December 2013
  • Functional Dressers
  • Image Conscious Ladies
  • Budget Fashionistas

The Consumer - The Influence of Store Format

  • Key points
  • Traditional outlets vie with online for frequent shoppers
    • Figure 44: Womenswear retailers visited in the past 12 months, December 2013
  • Income a significant influencer on shopping frequency
    • Figure 45: Repertoire of womenswear retailers visited in the past 12 months, by monthly personal income group and frequency, December 2013
    • Figure 46: Repertoire of womenswear retailers visited in the past 12 months, by monthly household income group, December 2013
  • Shopping frequency of target segments
    • Figure 47: Womenswear retailers visited in the past 12 months, by Target Groups, December 2013

The Consumer - Which Clothes Do They Buy The Most?

  • Key points
  • Casual wear dominates women's clothes purchasing
    • Figure 48: Types of womenswear bought in the past 12 months, December 2013
  • Women's clothes purchasing by demographic
    • Figure 49: Types of womenswear bought in the past 12 months, by age group and monthly personal income group, December 2013
    • Figure 50: Types of womenswear bought in the past 12 months, by product choice considerations, December 2013
  • Women's clothes purchasing by target segments
    • Figure 51: Types of womenswear bought in the past 12 months, by target groups, December 2013

The Consumer - Reasons for Clothes Shopping

  • Key points
  • Who needs a reason to go clothes shopping?
    • Figure 52: Womenswear shopping occasions made in the past 12 months, December 2013
  • Choice of shopping occasion by demographic
    • Figure 53: Womenswear shopping occasions made in the past 12 months, by age group, December 2013
    • Figure 54: Womenswear shopping occasions made in the past 12 months, by monthly personal income group, December 2013
  • Any excuse to go clothes shopping
    • Figure 55: Womenswear shopping occasions made in the past 12 months, by target groups, December 2013

The Consumer - Outlet Choice Considerations

  • Key points
  • What women want
    • Figure 56: Choice factors considered when deciding which retailer to visit, December 2013
  • Factors affecting choice of retailer by demographic
    • Figure 57: Choice factors considered when deciding which retailer to visit, by age group, December 2013
    • Figure 58: Choice factors considered when deciding which retailer to visit, by monthly personal income group, December 2013
  • Factors affecting choice of retailer by target segment
    • Figure 59: Choice factors considered when deciding which retailer to visit, by Target Groups, December 2013

The Consumer - Product Choice Considerations

  • Key points
  • Fashion or function?
    • Figure 60: Choice factors considered when deciding which products to buy, December 2013
  • Factors affecting choice of products by demographic
    • Figure 61: Choice factors considered when deciding which products to buy, by age group, December 2013
    • Figure 62: Choice factors considered when deciding which products to buy, by monthly personal income group, December 2013
    • Figure 63: Choice factors considered when deciding which products to buy, by types of womenswear, December 2013
  • Factors affecting choice of products by target segment
    • Figure 64: Choice factors considered when deciding which products to buy, by Target Groups, December 2013

The Consumer - Attitudes to Clothes Shopping

  • Key points
  • Fashion and style attitudes
    • Figure 65: Consumer attitudes to fashion/style when buying womenswear, December 2013
  • Brand attitudes
    • Figure 66: Consumer attitudes to brand when buying womenswear, December 2013
  • Price attitudes
    • Figure 67: Consumer attitudes to price when buying womenswear, December 2013
  • Online versus in-store attitudes
    • Figure 68: vs Consumer attitudes to online vs in-store purchases when buying womenswear, December 2013
  • Attitudes to clothes shopping by demographics
    • Figure 69: Consumer attitudes to buying womenswear, by age group, December 2013
    • Figure 70: Consumer attitudes to buying womenswear, by monthly personal income group, December 2013
  • Attitudes to clothes shopping by target segment
    • Figure 71: Choice factors considered when deciding which products to buy, by Target Groups, December 2013

Appendix - Market Size and Forecast

  • Figure 72: China - Total womenswear retail market value, 2008-18

Appendix - Retailers Visited

  • Figure 73: Womenswear retailers visited in the past 12 months, December 2013
  • Figure 74: Womenswear retailers visited in the past 12 months - Womenswear specialists, by demographics, December 2013
  • Figure 75: Womenswear retailers visited in the past 12 months - Unisex clothing specialists, by demographics, December 2013
  • Figure 76: Womenswear retailers visited in the past 12 months - Sports/leisure wear specialists, by demographics, December 2013
  • Figure 77: Womenswear retailers visited in the past 12 months - Department stores/shopping malls, by demographics, December 2013
  • Figure 78: Womenswear retailers visited in the past 12 months - Supermarkets/hypermarkets, by demographics, December 2013
  • Figure 79: Womenswear retailers visited in the past 12 months - Underwear specialists, by demographics, December 2013
  • Figure 80: Womenswear retailers visited in the past 12 months - Discount outlets, by demographics, December 2013
  • Figure 81: Womenswear retailers visited in the past 12 months - Boutiques/private-owned clothing stores, by demographics, December 2013
  • Figure 82: Womenswear retailers visited in the past 12 months - Comprehensive online shopping website, by demographics, December 2013
  • Figure 83: Womenswear retailers visited in the past 12 months - Specialized clothing online shopping website, by demographics, December 2013
  • Figure 84: Womenswear retailers visited in the past 12 months, by Types of womenswear bought in the past 12 months, December 2013
  • Figure 85: Womenswear retailers visited in the past 12 months, by most popular womenswear shopping occasions made in the past 12 months, December 2013
  • Figure 86: Womenswear retailers visited in the past 12 months, by next most popular womenswear shopping occasions made in the past 12 months, December 2013
  • Figure 87: Womenswear retailers visited in the past 12 months, by most popular choice factors considered when deciding which retailer to visit - Rank 1, December 2013
  • Figure 88: Womenswear retailers visited in the past 12 months, by next most popular choice factors considered when deciding which retailer to visit - Rank 1, December 2013
  • Figure 89: Womenswear retailers visited in the past 12 months, by agreement with the statement 'It is worth paying more for clothes from well-known brands', December 2013
  • Figure 90: Womenswear retailers visited in the past 12 months, by agreement with the statement 'Womenswear from international brands is more fashionable than those from domestic brands', December 2013
  • Figure 91: Womenswear retailers visited in the past 12 months, by agreement with the statement 'Clothes from boutiques/private-owned clothing shops are more unique than those in specialty stores', December 2013
  • Repertoire analysis
  • Figure 92: Repertoire of womenswear retailers visited in the past 12 months, December 2013

Appendix - Products Bought

  • Figure 93: Types of womenswear bought in the past 12 months, December 2013
  • Figure 94: Most popular types of womenswear bought in the past 12 months, by demographics, December 2013
  • Figure 95: Next most popular types of womenswear bought in the past 12 months, by demographics, December 2013

Appendix - Shopping Occasion

  • Figure 96: Womenswear shopping occasions made in the past 12 months, December 2013
  • Figure 97: Most popular womenswear shopping occasions made in the past 12 months, by demographics, December 2013
  • Figure 98: Next most popular womenswear shopping occasions made in the past 12 months, by demographics, December 2013

Appendix - Outlet Choice Considerations

  • Figure 99: Choice factors considered when deciding which retailer to visit, December 2013
  • Figure 100: Most popular choice factors considered when deciding which retailer to visit - Rank 1, by demographics, December 2013
  • Figure 101: Next most popular choice factors considered when deciding which retailer to visit - Rank 1, by demographics, December 2013
  • Figure 102: Other choice factors considered when deciding which retailer to visit - Rank 1, by demographics, December 2013
  • Figure 103: Choice factors considered when deciding which retailer to visit, by most popular choice factors considered when deciding which products to buy, December 2013
  • Figure 104: Choice factors considered when deciding which retailer to visit, by next most popular choice factors considered when deciding which products to buy, December 2013

Appendix - Product Choice Considerations

  • Figure 105: Choice factors considered when deciding which products to buy, December 2013
  • Figure 106: Most popular choice factors considered when deciding which products to buy, by demographics, December 2013
  • Figure 107: Next most popular choice factors considered when deciding which products to buy, by demographics, December 2013
  • Figure 108: Other choice factors considered when deciding which products to buy, by demographics, December 2013

Appendix - Womenswear Purchasing Attitudes

  • Figure 109: Consumer attitudes to buying womenswear, December 2013
  • Figure 110: Agreement with the statement 'It is important to look well-dressed', by demographics, December 2013
  • Figure 111: Agreement with the statement 'It is important to keep up with the latest fashion', by demographics, December 2013
  • Figure 112: Agreement with the statement 'How you are dressed reflects your persona', by demographics, December 2013
  • Figure 113: Agreement with the statement 'It is better to wait for the sales than pay full price for womenswear', by demographics, December 2013
  • Figure 114: Agreement with the statement 'Womenswear sold in-store is overpriced compared with online', by demographics, December 2013
  • Figure 115: Agreement with the statement 'It is worth paying more for clothes from well-known brands', by demographics, December 2013
  • Figure 116: Agreement with the statement 'Womenswear from international brands is more fashionable than those from domestic brands', by demographics, December 2013
  • Figure 117: Agreement with the statement 'Clothes from boutiques/private-owned clothing shops are more unique than those in specialty stores', by demographics, December 2013
  • Figure 118: Agreement with the statement 'It is easier to control spending when buying womenswear online than in-store', by demographics, December 2013
  • Figure 119: Agreement with the statement 'Online purchasing provides more product information on clothing than in-store', by demographics, December 2013
  • Figure 120: Agreement with the statement 'It is time-saving to buy womenswear online rather than in-store', by demographics, December 2013
  • Figure 121: Agreement with the statement 'I worry about the inconsistency between product display and the actual product when buying womenswear online', by demographics, December 2013
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