Analysis Of Chinese Urban Women'S Consumption In 2010/11: Clothing Monthly Expenditure Exceeded Four Hundred Yuan

2010~2011 urban women in China

The survey took place in 2010 10~11 months. 10 large and medium-sized cities such as Beijing, Shanghai, Guangzhou, Harbin, Changsha, Lanzhou, Dalian, Taiyuan, Chengdu and Ningbo were selected. 1050 questionnaires were distributed and 1024 valid questionnaires were collected.

The respondents were urban women aged 18~60 years with regular income. Their average age was 36 years.

Clothing monthly expenditure exceeded four hundred yuan

The respondents' average income in 2010 was 4900 yuan in September, and the average household income was 13700 yuan.

10 of the cities, Guangzhou women have the highest personal and family income, Shanghai second and Beijing third.

The survey results show that, regardless of region, age and occupation, urban women are "passionately devoted to clothing consumption" and dress and apparel as the largest expenditure.

Since the establishment of a special survey on women's personal consumption in 2006, "costumes" have been ranked first in urban women's consumption for 5 consecutive years.

In the first 10 months of 2010, 96.8% of respondents had clothing and clothing consumption.

Compared with 2009, the proportion of respondents who spend less than 400 yuan per month on clothing consumption has dropped, and the proportion of monthly consumption of more than 400 yuan has increased.

In the first 10 months of 2010, the average cost of the clothes purchased by the respondents was 4267 yuan, and the average expenditure for the whole family to buy clothes was 8793 yuan.

The average cost of the most expensive clothing for the respondents was 1390 yuan.

In the first 10 months of 2010, the respondents bought 1.8 scarves on average, the most expensive one was 225 yuan, the most expensive one was 1224 yuan, the most expensive one was 842 yuan, and the most expensive pair of shoes cost 685 yuan on average.

Beijing women are most willing to buy clothes.

In terms of the specific amount, Beijing women are most willing to buy clothes for themselves and their families. In the first 10 months of 2010, the clothing and clothing expenses per capita were 6295.33 yuan, ranking the first in the expenditure of 10 urban women's personal clothing, and Shanghai and Changsha respectively ranked second and third. The most expensive clothing of Dalian women was the most expensive clothing, with the average consumption of about 1900 yuan / piece (clothing) ranked first, Guangzhou and Harbin ranked second and third.

From the perspective of age structure, the average personal clothing expenditure of urban women aged 31~40 reached 5082.10 yuan in the first 10 months of 2010, ranking the highest in all age groups. The average age of urban women in 41~50 was 2019.85 yuan.

From the perspective of brand choice, urban women prefer domestic clothing brands, and the proportion of domestic brands is 49.3% in the most expensive clothing they buy.

The cities with higher proportion of international brands are Beijing, Dalian and Shanghai.

The main factors that affect the consumption of urban women's clothing are styles and prices. The most demanding clothing is casual wear, and the interest in advanced customization is beginning to show.

Urban women think that the first criterion of "good clothes" is high cost performance. The most desired dress effect is dignified and generous. When they dress, they want to get the knowledge of dress matching.

Online shopping has become an important way of shopping.

In terms of shopping channels for urban women, 70.8% of respondents participated in online shopping in 2010, and the proportion of online shopping was 22.4%.

The proportion of online shopping last year was only 42.3%.

The number of respondents who participated in online shopping in Beijing reached 90.7%, ranking first in 10 cities, second in Shanghai and third in Dalian.

Respondents aged 18~30 had the highest proportion of online shopping, and 39.8% of respondents aged 51~60 were involved in online shopping.

The survey also showed that 89.1% of respondents had green awareness of environmental protection.

The three hotspots of urban women's consumption expectation in 2011 are clothing, cosmetics, digital products, and clothing and apparel will continue to occupy the first place in consumption.