服裝行業(yè)市場環(huán)境分析

1、The analysis of clothing industry marketing environment,,微觀環(huán)境Microenvironment,,服裝總體市場分析　　衣、食、住、行是人類生活的四大元素。人們把“衣”放在首位,可見衣服對于我們的重要性。 中國人口十四億，龐大的人口基數(shù)本身就組成了一個龐大的服裝消費市場。 同時隨著中國國民收入的不斷飛升，在2004年人均GDP超過了1000美元后

2、，中國市場將進入精品消費時代，服裝消費將不再僅僅為了滿足其最基本的生存需求，將向更高的心理需求、自我滿足需求躍進，特別是幾千萬人口跨入中產(chǎn)階級后，其對反映自身社會地位和品位的服飾的需求將越來越迫切，將成就一批抓住了該階層需求的服裝品牌。 國內(nèi)服裝市場將越做越大，市場細分將越來越小，但今后國內(nèi)服裝市場的消費趨勢將集中在精品化和個性化上。,The overall apparel market analysisClothing

3、, 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 its

4、elf on the formation of a large apparel consumer market. At the same time as China's national income continues to soar in 2004, per capita GDP exceeded 1,000 U.S. dollars, the Chinese consumer market will enter the

5、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

6、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 gr

7、ew, 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 clothing's overall marketing

8、,一、供應商市場需求與供給Suppliers to the market demand and supply,這個需考慮到全國經(jīng)濟發(fā)展不均衡的國情，服裝行業(yè)的供求情況地區(qū)差異較大。所以需要分地區(qū)來分析市場的供求情況。就中國來講，大可分為東部，中部和西部。東部發(fā)展勢頭平穩(wěn)供不應求情況較多，中部次之，西部最差。The need to take into account the uneven economic development in

9、 the country's 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 China's terms, they can be divided i

10、nto eastern, central and west. Stable in short supply situation in eastern momentum more central, followed by Western worst.,二、服裝行業(yè)的主要供應商Main suppliers,①上游面輔料供應：梭織面料企業(yè) 針織面料企業(yè)

11、 印染企業(yè) 輔料生產(chǎn)企業(yè) Upstream supply of surface materials: woven fabrics business            

12、60;      Knitted fabrics business                   Printing companies    

13、;               Accessories manufacturers,②服務性組織：行業(yè)協(xié)會 專業(yè)網(wǎng)站 服裝節(jié)以及專業(yè)展會Service organization

14、s: Association               Professional website             

15、  Fashion Festival as well as professional exhibition③關聯(lián)性企業(yè)：縫制設備供應商 服裝CAD，ERP等數(shù)字化技術設備供應商Associated enterprises: Sewing equipment suppliers    

16、 Apparel CAD, ERP and other digital equipment suppliers,三、消費者購買心理分析 Consumers of psychological analysis,現(xiàn)在消費者逐漸轉(zhuǎn)向休閑服飾消費，主要是休閑服飾帶來新的生活方式，即簡單又舒服，特別年輕消費者的影響力會較大。同時隨著“新正裝”的興起，45歲下的中青年消費者逐漸傾向于“新正裝”風格，對休閑

17、服裝的要求也不斷提升 。 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 consumer‘s influence will be more. With th

18、e “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、市場調(diào)查 Marketing survey,據(jù)一份對十個一線城市的15-60歲的消費者抽樣調(diào)查（2003年數(shù)據(jù)）表明：被調(diào)查的消費者如要購買中檔服裝

19、，會以香港品牌為首選；購買高檔服裝者，以外國名牌為首選；　　77%受訪者表示，每次逛街消費都會到服裝店；　　在白領女性受訪者中，83-85%經(jīng)常到服裝店購物；　　消費者通常在假日購買成衣的比例：香港73%、廣州61%、上海59%、深圳55%、成都46%；　　消費者購買成衣的渠道：連銷店（38%）居首位，其余依次為百貨店（35%）及服裝購物商場（16%）；　　受訪學生之中，逾半喜到連鎖店購買便服；女行政人員則喜歡在百貨店購買衣服

20、；　受訪女白領中逾60%最注重品質(zhì)，54%注重顏色與款式，38％注重價格,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 br

21、and 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

22、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%

23、) 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 depar

24、tment stores; Female white-collar respondents are most concerned about quality more than 60%, 54% focus on the color and style, 38% focus on price,,宏觀環(huán)境Macroenvironment,,在全球性經(jīng)濟衰退影響下，2009 年我國實現(xiàn)國內(nèi)生產(chǎn)總值335353 億元，按可比價格計算，比上年

25、增長8.7%，增速比上年回落0.9 個百分點，成功完成“保八”目標，國民經(jīng)濟總體回升向好。工業(yè)生產(chǎn)總值增長加快，全年社會消費品零售總額實際增速快速上升，城鎮(zhèn)固定資產(chǎn)投資較上年明顯加快，居民消費價格逐步回升。國家實施了寬松的宏觀政策，全年信貸投放，達到9.5 萬億。 Macro economic environment improvement： In the global economic slowdown in C

26、hina 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" goa

27、l, 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 gra

28、dually. Implementation of the national macro policies,the loose credit supply to 9.5 trillion.,宏觀經(jīng)濟環(huán)境發(fā)展,一．政治與法律環(huán)境,首先是面臨：（1）國外市場萎縮、人民幣升值的不利環(huán)境，國內(nèi)服裝出口受阻。 (2)作為勞動密集型的傳統(tǒng)產(chǎn)業(yè)，服裝行業(yè)從業(yè)人數(shù)多、影響大。 政府在這樣的不利局面下，首先提高了：（1）服裝

29、出口退稅率，及時緩解了出口型企業(yè)的贏利壓力；（2）出臺《紡織工業(yè)調(diào)整和振興規(guī)劃》。 二．經(jīng)濟環(huán)境 突出表現(xiàn)在兩點，一是經(jīng)濟保持了快速增長，二是消費者的生活方式進一步轉(zhuǎn)變。國家實施了貨幣與財政的積極政策，繼續(xù)擴大投資、拉動內(nèi)需。Economic environmentOutstanding performance at two points, one is the economy has maintained a rap

30、id 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．社會環(huán)境,1、人口環(huán)境 市場=人口+購買力+購買欲望，因此，

31、人口環(huán)境和市場營銷的關系十分密切。2、地理環(huán)境: 東部地區(qū)是中國經(jīng)濟最為繁榮的區(qū)域之一，尤其區(qū)域內(nèi)江浙滬等地不僅地理位置優(yōu)越，而且歷來是中國紡織服裝的重要基地。東部紡織服裝批發(fā)市場總體現(xiàn)代化程度高，硬件設施先進，商業(yè)街規(guī)格高，配套設施齊全，貿(mào)易額首屈一指，今東部地區(qū)紡織服裝經(jīng)濟依然散發(fā)著驚人的活力，一派商機盎然。 南部地區(qū)坐擁珠江三角洲，其地理環(huán)境、自然資源及政策的優(yōu)勢，使得南部地區(qū)的紡織服裝專業(yè)市場的

32、經(jīng)濟地位令其他區(qū)域難望其項背。 如今，國家正致力推進中國內(nèi)地最重要的兩大紡織服裝基地珠三角與長三角實現(xiàn)無縫對接，以盡快融入國際產(chǎn)業(yè)鏈和采購鏈中，進行資源互補，這無疑會倍增南部地區(qū)戰(zhàn)略性經(jīng)濟地位的重要性。,四．技術環(huán)境,伴隨著快時尚理念的大行其道，大量新管理理念、新技術開始運用到服裝行業(yè)，無論是供應鏈管理、電子商務等等，都在逐漸地改變著服裝這個傳統(tǒng)的行業(yè)。,Technological environment:Along with

33、 the fast fashion ideas of new management is popular, the new technology of the clothing industry started to use, whether the supply chain management, e-commerce and so on, is gradually change the traditional clothing in

34、dustry.,總結(jié)：,雖然我國服裝行業(yè)面臨著各種內(nèi)外部風險，包括匯率風險，運行風險，國外反傾銷風險等。 但是中國是十三億人口的大國，是全世界最大的服裝消費國和生產(chǎn)國。近幾年中國的服裝業(yè)有著較大的發(fā)展，服裝業(yè)的發(fā)展大大推動了中國國民最大的服裝生產(chǎn) ，全世界每三件服裝，其中一件來自于中國生產(chǎn)。國內(nèi)的品牌服裝消費具有巨大的成長空間，快速的城市化進程以及中西部地區(qū)的高速發(fā)展將成為服裝消費增長的重要推動力，未來十年國內(nèi)服裝消費將迎來黃