Compared with 71.91 billion in 2017, it dropped by 24.8%. This figure means that in 2018, the average person in China bought 12 fewer clothes.
Is the consumer not interested in dressing up himself? No, consumers still pay great attention to their appearance.
But they pay more attention to their faces.
In contrast to the lesser budget allocated to apparel consumption, cosmetics have been more sought after than new international brands in recent years. In 2018, Tmall double 11 and beauty makeup became the fastest growing high-gloss industry. The transaction volume increased by 81.2% year-on-year, more than twice that of apparel shoes and bags.
This year, beauty lovers are even more crazy. Only on the first day of the Tmall double 11 pre-sale, there were 7 beauty brands with a turnover of over 100 million. Estee Lauder became the first brand to break the 1 billion during the pre-sale of Tmall. As of November 3, the girls who bought the soil bought out the 520,000 small brown bottle of eye cream from Estee Lauder.
In this year’s double 11, Li Yufei, who no longer intends to re-purchase down jackets, spent the budget on Ou Dili’s body lotion, the hydrating essence of the blue mystery and the anti-aging cream of Lancome, which cost thousands of dollars.
Is it true that consumers are still very beautiful, but the trend in consumption in recent years is to make themselves more beautiful, rather than to reflect the taste of fashion designers through clothing.
On the one hand, it allocates less consumer spending to clothing, and on the other hand, it puts a lot of money on the face. Are people getting poor or getting rich, is it more beautiful or simpler?
02 When young people don’t hesitate, has become more rational
This seemingly contradictory phenomenon may be able to find clues from the quiet transformation of the concept of consumption.
The “2019 China White-collar Netizens’ Life Consumption Report” sampled 1236 white-collar workers nationwide. The results showed that 51% of white-collar netizens believe that there is a trend of consumer grading this year, so they are more economical and practical when purchasing goods. At the same time, 30.2% of white-collar workers believe that their willingness to consume has become lower.
Under relatively low consumer expectations, consumers have chosen to reduce spending on clothing first for daily expenses such as eating, drinking, and housing. This is not difficult to understand. For most white-collar netizens, clothing consumption is often not just needed compared to more basic needs such as housing, travel and food.
And, people gradually feel that the price of clothes is more expensive. While the nationwide sales of clothing have decreased, the expenditure on national clothing consumption is still increasing. Last year, an average of a few hundred pieces of down jackets have risen to more than a thousand dollars, and it is getting harder and harder to buy clothes that are satisfactory in the budget.
In the face of last year’s popular elements, this year was abandoned by the fashion circle. Most people are not fashion bloggers. Instead of spending a lot of money to chase fashion, it is better to upgrade their lives.
Yes, the reduction in consumer willingness does not mean that white-collar workers are willing to accept a decline in the quality of life.
With the reduction of consumer willingness, 79.7% of white-collar netizens still hope that the quality of goods will maintain the original standards, and only 4.6% and 0.7% of white-collar netizens still have their own insistence on the brand and appearance of goods.
This coincides with our analysis of consumer trends this year: Consumers’ judgments on commodity prices and value continue to increase, and both optimistic consumption and lower consumption occur simultaneously in people, which makes it like Chuangchuang Brands, Uniqlo, etc., which are currently the best to meet people’s expectations for cost-effectiveness, are still popular.
While shouting “consumer grading”, people still retain the entertainment expenses of watching movies, watching videos, etc., and hope to get a more cost-effective experience in the e-commerce platform. These expenses are the same as a discount lipstick and an eye shadow tray. You don’t need to bear too high a price, you can get some “living fun” and it is favored by people.
Contacting the reality, you can understand why new domestic products such as Baique Ling will have such a high volume at present, and the Tmall double 11 beauty category will suppress other brands. That’s because income allows consumers to pick from time to time.