服装行业市场环境分析.ppt

1、The analysis of clothing industry marketing environmenthttp:/http:/http:/http:/http:/http:/ http:/ http:/ http:/ http:/ http:/ 微观环境微观环境Microenvironmentv服装总体市场分服装总体市场分析析衣、食、住、行是人类生活的四衣、食、住、行是人类生活的四大元素。人们把大元素。人们把“衣衣”放在首位放在首位,可可见衣服对于我们的重要性。见衣服对于我们的重要性。中国人口十四亿，庞大的人口中国人口十四亿，庞大的人口基数本身就组成了一个庞大的服装基数本身就组成了一个

2、庞大的服装消费市场。消费市场。同时随着中国国民收入的不断同时随着中国国民收入的不断飞升，在飞升，在2004年人均年人均GDP超过了超过了1000美元后，中国市场将进入精品美元后，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成就一批抓住了

3、该阶层需求的服装品牌。品牌。国内服装市场将越做越大，市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装市场的消费趋势将集中在精品化和个性化上。和个性化上。vThe overall apparel market analysisvClothing,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

4、 is.v China has a population of 1400000000.A huge population base itself on the formation of a large apparel consumer market.v 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 clo

5、thing 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,

6、the achievements of a number of the class needs to seize the clothing brand.vThe 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.一、供应商市场需求与供给一、供

7、应商市场需求与供给Supplierstothemarketdemandandsupplyv这个需考虑到全国经济发展不均衡的国情，服装行业的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。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，西部东部发展势头平稳供不应求情况较多，中部次之，西部最差。最差。vThe need to take into account the uneven economic develo

8、pment 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

9、 central,followed by Western worst.二、服装行业的主要供应商二、服装行业的主要供应商Mainsuppliers上游面辅料供应：上游面辅料供应：梭织面料企业梭织面料企业 针织面料企业针织面料企业 印染企业印染企业 辅料生产企业辅料生产企业 Upstreamsupplyofsurfacematerials:wovenfabricsbusinessKnittedfabricsbusinessPrintingcompaniesAccessoriesmanufacturers服务性组织：服务性组织：行业协会行业协会 专业网站专业网站 服装节以及专业展会服装节以及专业展会

10、Serviceorganizations:AssociationProfessionalwebsiteFashionFestivalaswellasprofessionalexhibition关联性企业：关联性企业：缝制设备供应商缝制设备供应商 服装服装CAD，ERP等数字化技术设备供应商等数字化技术设备供应商Associatedenterprises:SewingequipmentsuppliersApparelCAD,ERPandotherdigitalequipmentsuppliers三、消费者购买心理分析三、消费者购买心理分析Consumersofpsychologicalanaly

11、sis v现在消费者逐渐转向休闲服饰消费，主要是休闲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。同时随着轻消费者的影响力会较大。同时随着“新正装新正装”的兴起，的兴起，45岁下的中青年消费者逐渐倾向于岁下的中青年消费者逐渐倾向于“新新正装正装”风格，对休闲服装的要求也不断提升风格，对休闲服装的要求也不断提升。vConsumers are now turning to casual clothing consumption,mainly to bring the new lifestyle

12、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 surveyv据一份对十个一线城市的15-60岁的消费者抽样调查（20

13、03年数据）表明：v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；v77%受访者表示，每次逛街消费都会到服装店；v在白领女性受访者中，83-85%经常到服装店购物；v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%；v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%）；v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；v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vAccording to one of the ten c

14、ities of the sample survey of consumers age 15-60(2003 data)show that:v 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;v 77%of the respondents said that every consumer will be shopping to the clot

15、hing store;v In white-collar female respondents,83-85%often go to clothing store shopping;v Consumers usually buy clothing in the proportion of holiday:Hong Kong 73%,61%in Guangzhou,Shanghai,59%,55%Shenzhen,Chengdu,46%;vChannels for consumers to buy clothing:chain stores(38%)ranked first,followed by

16、 department stores(35%)and clothing shopping malls(16%);vAmong 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宏观环境宏观环境Macroenvironment在全球性经济衰退影响下，在全球性经济衰退影响下，2009年我国实现国内生产总值年我国实现国内生产总值335353亿元，按可比价格计算，亿元，按可比价格计算，比上年增长比上年增长8.7%，增速比上年回落，增速比上年回落0.9个百分点，成功完成个百分点，成功完成“保八保八”目标，国民经济总体回升向