服装行业市场环境分析.ppt

The analysis of clothing industry marketing environment,微观环境 Microenvironment,服装总体市场分析 衣、食、住、行是人类生活的四大元素。人们把“衣”放在首位,可见衣服对于我们的重要性。 中国人口十四亿，庞大的人口基数本身就组成了一个庞大的服装消费市场。 同时随着中国国民收入的不断飞升，在2004年人均GDP超过了1000美元后，中国市场将进入精品消费时代，服装消费将不再仅仅为了满足其最基本的生存需求，将向更高的心理需求、自我满足需求跃进，特别是几千万人口跨入中产阶级后，其对反映自身社会地位和品位的服饰的需求将越来越迫切，将成就一批抓住了该阶层需求的服装品牌。 国内服装市场将越做越大，市场细分将越来越小，但今后国内服装市场的消费趋势将集中在精品化和个性化上。,The overall apparel market analysis Clothing, food and shelter, are the four elements of human life. People put “clothing” into the first place; so, we can know the how the clothing important it is. China has a population of 1400000000. A huge population base itself on the formation of a large apparel consumer market. At the same time as Chinas national income continues to soar in 2004, per capita GDP exceeded 1,000 U.S. dollars, the Chinese consumer market will enter the era of boutique clothing consumer will no longer just to meet their most basic needs for survival, will be higher psychological needs to meet the needs of self-leap, especially after a few million people into the middle class, their social status and reflect their own taste of the increasingly urgent demand for clothing, the achievements of a number of the class needs to seize the clothing brand. The domestic apparel market grew and grew, market segmentation will become increasingly smaller, but the future trend of the domestic apparel market will focus on consumer-oriented and personalized boutique on.,The analysis of clothings overall marketing,一、供应商市场需求与供给 Suppliers to the market demand and supply,这个需考虑到全国经济发展不均衡的国情，服装行业的供求情况地区差异较大。所以需要分地区来分析市场的供求情况。就中国来讲，大可分为东部，中部和西部。东部发展势头平稳供不应求情况较多，中部次之，西部最差。 The need to take into account the uneven economic development in the countrys national conditions, supply and demand of the apparel industry regional differences. So it is necessary to analyze the sub-regional market supply and demand. On Chinas terms, they can be divided into eastern, central and west. Stable in short supply situation in eastern momentum more central, followed by Western worst.,二、服装行业的主要供应商 Main suppliers,上游面辅料供应：梭织面料企业 针织面料企业 印染企业 辅料生产企业 Upstream supply of surface materials: woven fabrics business Knitted fabrics business Printing companies Accessories manufacturers,服务性组织：行业协会 专业网站 服装节以及专业展会 Service organizations: Association Professional website Fashion Festival as well as professional exhibition 关联性企业：缝制设备供应商 服装CAD，ERP等数字化技术设备供应商 Associated enterprises: Sewing equipment suppliers Apparel CAD, ERP and other digital equipment suppliers,三、消费者购买心理分析 Consumers of psychological analysis,现在消费者逐渐转向休闲服饰消费，主要是休闲服饰带来新的生活方式，即简单又舒服，特别年轻消费者的影响力会较大。同时随着“新正装”的兴起，45岁下的中青年消费者逐渐倾向于“新正装”风格，对休闲服装的要求也不断提升 。 Consumers are now turning to casual clothing consumption, mainly to bring the new lifestyle of casual clothing that is simple and comfortable; especially the young consumers influence will be more. With the “new dress” the rise of middle-aged consumers under the age of 45 and gradually tend to the “new dress” style of casual clothing is rising.,四、市场调查 Marketing survey,据一份对十个一线城市的15-60岁的消费者抽样调查（2003年数据）表明： 被调查的消费者如要购买中档服装，会以香港品牌为首选；购买高档服装者，以外国名牌为首选； 77%受访者表示，每次逛街消费都会到服装店； 在白领女性受访者中，83-85%经常到服装店购物； 消费者通常在假日购买成衣的比例：香港73%、广州61%、上海59%、深圳55%、成都46%； 消费者购买成衣的渠道：连销店（38%）居首位，其余依次为百货店（35%）及服装购物商场（16%）； 受访学生之中，逾半喜到连锁店购买便服；女行政人员则喜欢在百货店购买衣服； 受访女白领中逾60%最注重品质，54%注重颜色与款式，38注重价格,According to one of the ten cities of the sample survey of consumers age 15-60 (2003 data) show that: Surveyed consumers to buy mid-range, such as clothing, will be the preferred brand in Hong Kong; who buy high-end fashion to the preferred foreign brands; 77% of the respondents said that every consumer will be shopping to the clothing store; In white-collar female respondents,83-85% often go to clothing store shopping; Consumers usually buy clothing in the proportion of holiday: Hong Kong 73%, 61% in Guangzhou, Shanghai, 59%, 55% Shenzhen, Chengdu, 46%; Channels for consumers to buy clothing: chain stores (38%) ranked first, followed by department stores (35%) and clothing shopping malls (16%); Among students surveyed, more than half of hi to the store to buy civilian clothes; female executives is like buying clothes in department stores; Female white-collar respondents are most concerned about quality more than 60%, 54% focus on the color and style, 38% focus on price,宏观环境 Macroenvironment,在全球性经济衰退影响下，2009 年我国实现国内生产总值335353 亿元，按可比价格计算，比上年增长8.7%，增速比上年回落0.9 个百分点，成功完成“保八”目标，国民经济总体回升向好。工业生产总值增长加快，全年社会消费品零售总额实际增速快速上升，城镇固定资产投资较上年明显加快，居民消费价格逐步回升。国家实施了宽松的宏观政策，全年信贷投放，达到9.5 万亿。 Macro economic environment improvement： In the global economic slowdown in China in 2009, GDP reached 33.5353 million yuan, according to the comparable price, a 8.7% growth from last year, more than the previous year, a drop of 0.9% growth successfully completed “protect the eight“ goal, the national economy overall picks up well. Industrial output growth speeded up, annual total retail sales growth rise fast, town actual investment in fixed assets are up significantly faster, consumer prices rise gradually. Implementation of the national macro policies,the loose credit supply to 9.5 trillion.,宏观经济环境发展,一政治与法律环境,首先是面临：（1）国外市场萎缩、人民币升值的不利环境，国内服装出口受阻。 (2)作为劳动密集型的传统产业，服装行业从业人数多、影响大。 政府在这样的不利局面下，首先提高了：（1）服装出口退税率，及时缓解了出口型企业的赢利压力； （2）出台纺织工业调整和振兴规划。 二经济环境 突出表现在两点，一是经济保持了快速增长，二是消费者的生活方式进一步转变。国家实施了货币与财政的积极政策，继续扩大投资、拉动内需。 Economic environment Outstanding performance at two points, one is the economy has maintained a rapid growth, and the second is consumer lifestyle further transform. Countries implement the monetary and fiscal policy, the positive continue its investment, stimulating domestic demand.,三社会环境,1、人口环境 市场=人口+购买力+购买欲望，因此，人口环境和市场营销的关系十分密切。 2、地理环境: 东部地区是中国经济最为繁荣的区域之一，尤其区域内江浙沪等地不仅地理位置优越，而且历来是中国纺织服装的重要基地。东部纺织服装批发市场总体现代化程度高，硬件设施先进，商业街规格高，配套设施齐全，贸易额首屈一指，今东部地区纺织服装经济依然散发着惊人的活力，一派商机盎然。 南部地区坐拥珠江三角洲，其地理环境、自然资源及政策的优势，使得南部地区的纺织服装专业市场的经济地位令其他区域难望其项背。 如今，国家正致力推进中国内地最重要的两大纺织服装基地珠三角与长三角实现