-From the "Gentleman Pavilion" in sogou Department Store
Text/Beijing New Generation Market Monitoring Agency He Jianxin Map/Fan Xinyu
The report "Lifestyle and Fashion Outlook of the Newly Rich Class" launched by us starts with the values of the newly rich man-China "Gentleman", and focuses on the analysis of the brand consumption preference, brand quadrant (ownership), access to information, consumption quota and brand penetration ranking of men's wear in 12 cities, as well as the consumption scale and development index of different brands in different cities, and compares China with our "Newly Rich Database". Brand, fashion and popular ideas promote consumption.
The same consumption trend in developing countries is to keep up with the western world, which is still the case in the past century and this century. The corresponding men's wear culture is also inseparable from this general trend. We have noticed that China gentlemen pay more and more attention to their gfd and external features, including their clothes. Improve the quality of wearing and the purchase rate.
More and more wealthy gentlemen in China spend more and more on clothes, and the purchase rate is also increasing year by year. In terms of brand selection, in 2005-
Analysis of Regional Consumption Differences and Consumption Structure
Beijing, Shanghai and Guangzhou have always been big cities for fashion clothing consumption, followed by Shenzhen and Hangzhou. In a city like Shenyang, the consumption of luxury goods has always been second only to Beijing and Shanghai in China, and it is also the place where many luxury goods set up specialty stores. Studying consumption still has a strong marketing guiding significance. Of course, different cities have different preferences for different brands and different cultures in different regions, which can be seen from the following penetration rate, the scale of consumer groups and the regional development index of brands.
Penetration rate: penetration rate-the range of brand coverage, which can also be understood as consumer ownership rate.
Consumer group size: consumer size; ; K is 1000.
Brand regional development index: the comparison between the penetration rate of a single city and the average penetration rate of 12 cities reflects the market situation of brand development in a certain city.
Crocodile: the penetration rate ranks first-22.6%. Beijing (125K), Shanghai (93K) and Guangzhou (80K) have the largest consumer groups. The regional development indexes of Hangzhou, Wuhan and Shanghai are relatively low, which are 66, 69 and 79 respectively. Xi 'an 146, Nanjing 123 and Guangzhou11are the top three in the development index.
Valentino: The penetration rate is the same as that of crocodiles-22.5%. Beijing (1 16K), Guangzhou (86K) and Shenzhen (66K). Shanghai's development index is -53, which is surprisingly low, and the development of other cities is relatively average; Nanjing 138, Qingdao 137 and Chongqing 132 ranked in the top three.
Dunhill road: the permeability is 9.3%. Beijing, Shanghai and Guangzhou are 5 1K, 35K and 34K respectively. 12 urban development is balanced, and Shenyang has the best development, with 159, followed by Chongqing 125 and Guangzhou 123. Shanghainese are still not very interested in this brand, with an index of 72.
Levi's: The permeability is 5.3%. Shanghai 35K, Beijing 32K, Guangzhou 24K, leading consumer groups. Guangzhou 150, Nanjing 133 and Shanghai 125 have good development indexes.
Versace: 4.8%. The four first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen have the largest consumer groups, 34K, 28K, 17K and 15K. The regional development index of these four cities is also the best. Shenyang, Xi and Wuhan have not fully recognized this brand, with development indices of 46, 52 and 64 respectively.
Louis Vuitton: the penetration rate is 4.6%. Shanghai, Guangzhou, Shenzhen and Beijing are the leading consumer groups, with 23K, 2 1K and 19K. Wuhan 158, Guangzhou 152 and Shenzhen 140 lead the development index.
Gucci: The product penetration rate is 4.5%. The consumer groups in Guangzhou, Shanghai and Beijing are 30K, 24K and 19K. Guangzhou is the bustling place of Gucci, with a development index as high as 222, followed by Hangzhou 134 and Shenyang 126.
Esprit, permeability 3.7. Shanghai has the best development of 40%, followed by Beijing, with two cities accounting for 60%. Other cities are very poor and extremely unbalanced.
Port: 3.6. Beijing, Shanghai, Chongqing, Nanjing and Shenzhen performed well and were relatively balanced.
Chanel: 3.4. Beijing, Shenzhen and Shenyang are relatively large, and Shenyang has the highest index of 190.
Armani: Shanghai performed well, accounting for 1/5. Beijing has the lowest development index.
Brand Preference and Income and Age
From the figure below, we can see the age and income characteristics of consumers of different brands. The coordinates on the right tend to be younger (under 35 years old), the fans of Vero Moda, Esprit and Levi's are very young, and the consumers of Crocodile and Valentino are older, such as Boss, Givenchy, Prada, Armani, Hermes, D &；; G, etc They are all high-income earners, and the characteristics of choosing income in coordinates are all high (the annual family income is 500,000 and above). At the same time, Vero Moda, Zoya and Valentino are all choices for low-income people. Brand classification based on value