Yiwen Clothing 100 National Fashion Chinese Clothes Ignite Guangxi, Help Intangible Cultural Heritage Traditional Culture Enter The "Digital Intelligence Era"

"With the steady growth of residents' income, the continuous improvement of the consumption environment, the continuous innovation of consumption scenarios, and the synergy of consumption policies promoted by the stock increase, China's consumer goods market will continue to optimize the structure, make progress while maintaining stability, and the total retail sales of consumer goods are expected to increase by about 5%..." Held in Beijing on April 16, organized by the China Federation of Commerce The 2025 China Consumer Goods Market Development Conference and the 33rd China Market Commodity Sales Statistical Results Conference jointly hosted by the National Business Information Center of China profoundly interpreted the operation of China's consumer goods market in 2024 and the development trend of consumer goods market in 2025, and released the statistical results of China's market commodity sales in 2024.

It was mentioned at the meeting that in 2025, China will adhere to the general tone of seeking progress while maintaining stability, solidly promote high-quality development, promote sustained economic recovery, constantly improve people's living standards, maintain social harmony and stability, and complete the goals and tasks of the 14th Five Year Plan with high quality, laying a solid foundation for achieving a good start of the 15th Five Year Plan. The country will implement a series of more active fiscal policies and moderately loose monetary policies to achieve the economic development goals, which will help improve business operations, increase employment opportunities, stabilize income growth, and thus facilitate the continued expansion of the consumer goods market.

It is worth noting that in 2025, the work of boosting consumption will be placed in a more prominent position; The new quality productivity will play a key role in the high-quality development of the market; The old for new policy of consumer goods will strengthen the expansion; The construction of a unified national market is advancing in depth; The price increase may rise moderately; The total retail sales of consumer goods are expected to increase by about 5%.

The development of China's consumer goods market will show five major trends: first, AI will be deeply integrated into the consumer market; Second, business, culture, tourism, physical health integration and development; Third, domestic brands and local consumption opportunities increased; Fourth, retail channel differentiation and diversified competition intensified; Fifth, the economic potential of silver hair is huge.

The conference released the statistical results of commodity sales in the Chinese market in 2024, and brands in many fields took an active part in it. Among the representative enterprises, textile and clothing enterprises/brands Bosiden, An Lifang, Aime, Luolai, Mengjie, Youngor, Shanshan, Luomeng, Jiumuwang, Qipilang, Beinlefen, Sanqiang, Tongniu, Sharon, Hengyuanxiang, Zhenbei, etc. have demonstrated the power and potential of future consumer goods market reform and become brand forces to promote the continuous development of the entire consumer goods industry.

　　 Hot spot 1: coexistence of quality consumption and rational consumption in clothing market

　　 1、 Residents' clothing consumption expenditure continued to grow

In 2024, the per capita clothing expenditure of Chinese residents will reach 1521 yuan, with a year-on-year growth of 2.8%. For the first time since 2020, it will achieve continuous positive growth, indicating that the residents' clothing expenditure has entered a relatively stable growth range. As a commodity category with material, emotional, cultural and aesthetic characteristics, clothing needs to further improve its functional attributes and show its spiritual value.

　　 2、 The growth of clothing retail sales of units above designated size slowed down

In 2024, the retail sales of clothing by units above the designated size will reach 1071.6 billion yuan, up 0.1% year on year, 15.3 percentage points slower than that in 2023, and 2.6 percentage points lower than that of retail sales by units above the designated size. Among them, the first quarter saw a positive year-on-year growth of 2.2%, the second quarter saw a year-on-year decline of 0.7%, the third quarter saw a year-on-year decline of 2.4%, and the fourth quarter saw a year-on-year growth of 0.6%, showing a growth trend of front high, middle low, and back rising throughout the year.

　　 3、 Clothing consumer prices continue to rise

In 2024, clothing consumer prices will rise by 1.6% year on year, 0.6 percentage points higher than that of the previous year, and 1.4 percentage points higher than the overall increase of consumer prices. The clothing consumption price continues to rise, and the increase is higher than the average increase of the residents' consumption price, which fully proves that China's clothing consumption market has entered the development stage of coexistence of rational consumption and quality consumption.

　　 4、 The clothing retail sales of key large retail enterprises declined year-on-year

According to the statistics of China National Business Information Center, in 2024, clothing retail sales of national key large retail enterprises will decline by 4.9% year on year, which is 3.7 percentage points higher than the overall decline of commodity retail sales of national key large retail enterprises. In the environment where rational consumption and high-quality consumption have become the mainstream consumption concept, the clothing retail volume of national key large-scale retail enterprises has decreased by 3.6% year on year.

　　 5、 Sink the market and release the growth potential of clothing consumption

While the growth of clothing consumption in the first tier cities is slowing down, the sinking market shows a strong growth potential. In 2024, the retail sales of clothing, shoes, hats, needles and textiles in some third tier and fourth tier cities above the designated size will achieve a rapid growth, including a significant year-on-year growth of 37.3% in Shaoxing, 18.7% in Xuzhou and 11.4% in Changzhou.

　　 6、 Continuous innovation and development of digital marketing

With the popularization of the Internet, the transformation of consumers' shopping habits, the rise of the live streaming platform and the social content platform, clothing brands have increased their efforts in digital transformation, and achieved business growth and built brands by providing richer online shopping experience, creating online positions leading the fashion trend, deeply integrating online and offline retail channels and other measures The moat of goods and user experience.

　　 7、 Integrated development of service, culture, tourism and sports

As the proportion of service consumption continues to expand, clothing brands will break through the limitations of traditional product scenarios, integrate more with sports, culture, tourism and health industries, and empower clothing brand products with the rise of service consumption.

　　 8、 Clothing brands will focus on demonstrating the process of value creation

Clothing brands will focus on showing consumers the process of value creation, and provide consumers with an experience beyond expectations by starting with the function, design, production process and other aspects of clothing; Hold brand conferences, theme activities, etc. to enhance the interaction and participation between consumers and brands; From the perspective of ideal, vision, tonality and style, enrich brand connotation and other strategies, accelerate the transition from price competition to value competition, and gain competitive advantage in the market.

　　 9、 AI will further influence the clothing market

AI will promote the intelligent and digital transformation of the clothing industry from design, production, marketing and other aspects, and provide consumers with a better shopping experience, including making clothing design more consistent with consumer demand, reducing the threshold of clothing customization, and increasing interaction between brands and consumers.

　　 Hot spot 2: The bedding market has recovered significantly, and the leading brands play a leading role

　　 1、 The retail sales of bedding products of national key large retail enterprises declined year-on-year

In 2024, the retail sales of bedding of national key large-scale retail enterprises (mainly department stores) will decline by 14.6% year on year, and the market will be lower than the same period last year. In addition to social e-commerce, live broadcast sales and other channel diversification factors, it is mainly due to the impact of the high growth base year on year. According to the calculation, the compound annual growth rate of bedding market in the past two years from 2023 to 2024 is - 1.6%.

　　 2、 The monthly growth rate is low and rising, and the market recovery trend is obvious

From a monthly perspective, in 2024, the growth rate of monthly retail sales of bedding market of national key large retail enterprises will be flat in the first and second quarters, bottoming out in the third quarter, and the decline in the fourth quarter will significantly narrow the orderly recovery of the market. The monthly compound average growth rate of 2023-2024 in November and December is 9.5% and 14.3% respectively.

　　 3、 Narrow decline in sales unit price

In recent years, the average sales price of various quilts and bedding kits in the national key large-scale retail enterprises has gradually risen, and the price will rise significantly in 2023, with an increase of more than 10%. In 2024, the price of various quilts and bedding sets will decline by 0.5% and 2.9% respectively after minor adjustment.

　　 4、 Increase of head brand share drives up market concentration

The leading brands represented by Luolai and Mengjie increased their investment in high-end personalized services and smart home bedding, and continued to carry out technological innovation and product innovation in the direction of market segmentation with high demand, further consolidating their market position and promoting market concentration. In 2024, the combined market share of bedding sets of key large-scale retail enterprises and the top ten brands in the market will be 46.2% and 44.5%, respectively, 1.5 and 1.7 percentage points higher than that of the previous year.

　　 5、 The market demand for children's bedding products is large, and professional brands are developing rapidly

According to the research data of Statista, the compound annual growth rate of the global children's bedding market from 2022 to 2028 will reach 7.5%. The rapid expansion of the children's bedding market has not only become an important engine for the growth of the entire industry, but also promoted the progress and innovation of the entire industry. At the same time, the increase of childcare investment and the strengthening of safety awareness make the characteristics of "safety plus environmental protection plus technology" more prominent in the children's bedding market, and the centralized consumption of head brands more obvious. Professional brands have a dominant advantage in the market with strong professional barriers.

　　 6、 New quality productivity promotes faster iterative upgrading of bedding market

As the core driving force for high-quality development of modern economy, new quality productivity is profoundly influencing and reshaping the industrial pattern of traditional manufacturing, and is also redefining the market, sales and user experience. Among them, the innovation of functional and green environmental protection materials continues to promote product upgrading. The accelerated iteration of new technologies, new processes and new fabrics can not only meet the growing health and comfort needs of consumers, but also meet the goal of accelerating the construction of a green low-carbon circular development system and achieving high-quality development.

　　 7、 Oriental aesthetic innovation of bedding becomes a consumption hotspot

In 2024, the bedding industry will show a significant trend of traditional cultural IP and technological innovation, combining classical culture with contemporary aesthetics, integrating classical factors with modern design, and demonstrating profound oriental aesthetic characteristics. This phenomenon not only promotes the high-end and differentiated development of the market, but also redefines the cultural value and aesthetic orientation of bed products. It is a modern interpretation and recreation of Chinese traditional culture and promotes the inheritance and development of national culture in contemporary society.

　　 8、 Industry standards continue to lead market standardization and quality upgrading

In 2024, China Home Textile Association, together with relevant departments, will issue a number of industry standards, which will provide more evidence to vigorously safeguard the rights and interests of consumers. On the other hand, it will also point out the road and development direction for enterprises to lead the market demand and digital transformation and upgrading. In the future, various national standards and industrial standards will continue to improve and implement, further leading the standardization and quality upgrading of the industry and market. In addition, the standard system will also be extended internationally to help Chinese brands participate in global competition, while building an industry system through the "standard+certification" model to promote benign market competition.

(Source: Textile and Clothing Weekly)