| Following 30 years of economic reforms, China | | | | consumers, a questionnaire was designed for |
| has achieved remarkable success in economic | | | | respondents aged 15 to 45. Questionnaire |
| development. Now few economists and marketers | | | | survey was carried out in six cities of |
| doubt that China will evolve into a nation of | | | | China, including Beijing, Shanghai, |
| spenders. Along with the rising of income | | | | Guangzhou, Chengdu, Harbin and Xi'an. These |
| level, the purchasing power of Chinese | | | | are among the largest cities in China, and |
| consumers has been increasing rapidly. | | | | are relatively evenly distributed |
| Clothing expenditures have also been growing | | | | geographically: Beijing in the North, |
| fast. The retail sales of China market in | | | | Shanghai in the East, Xi'an in the Northwest, |
| 2007 reached US $ 2970 billion with | | | | Chengdu in the Southwest, Guangzhou in the |
| clothing's contribution of US $ 150 billion, | | | | South, and Harbin in the Northeast. They are |
| according to official figures by National | | | | the most important cities in each of the |
| Statistics Bureau. Kurt Salmon Associates | | | | regions respectively in terms of economic and |
| forecast that by 2020 total clothing | | | | societal life, and are regarded as fashion |
| consumption of China will be about 120% of | | | | centers of die region. These cities are |
| that of Japan, from current about 10% of | | | | considered to be very influential in patterns |
| Japan. It is this market perspective that has | | | | of consumption for other cities in China, |
| attracted many overseas investors. Many | | | | thus an investigation of clothing consumption |
| international clothing manufacturers and | | | | may give a good indication not only of the |
| retailers are increasingly viewing China as a | | | | current situation, but also future trend for |
| huge potential marker. | | | | the entire nation. |
| | | | |
| However, the apparel market is very | | | | From the analysis, we can conclude that the |
| competitive and challenging both in | | | | clothing expenditures of Chinese urban |
| manufacturing and in retailing. To conduct | | | | consumers are increasing rapidly along with |
| effective marketing, it is necessary to | | | | the development of China's economy. And, how |
| understand the consumption patterns of the | | | | much money the Chinese consumers are able to |
| people, and important to have appropriate | | | | and willing to spend on clothing tends to be |
| market segmentation. Some research has been | | | | influenced by several factors that originate |
| reported in the literature. For | | | | in social, culture and economic forces. The |
| example,Gallup conducted a geographic | | | | geographic differences in clothing |
| analysis and suggested that in China the | | | | expenditures are found significant. |
| urban market was much more important than the | | | | Significant demographic and socioeconomic |
| rural one. Urban residents have higher income | | | | influential variables include age, gender, |
| and hence higher purchasing power, and are | | | | marital status, education level, occupation |
| more sophisticated than the rural people. | | | | and household income. Furthermore, the |
| Cities trend setters and testing grounds for | | | | interactive effects of geographic location |
| future marketing strategies. On the other | | | | with age, gender and occupation have |
| hand, demographic analysis indicated that the | | | | significant influence on clothing |
| most promising consumer segment in China was | | | | expenditures. It is believed that the era of |
| the young people. It was also found that the | | | | "one style fit all" has been history and the |
| younger consumers (aged 15-35) had more | | | | Chinese consumers are never largely |
| experience with western products, compared | | | | homogeneous.For example some young people |
| with the older ones (aged over 35). Regarding | | | | like bape hoodies,bape shoes,lrg hoodies,10 |
| the influence of gender, it was reported that | | | | deep hoodies,ed hardy hoodies etc. It is |
| young women were least concerned about | | | | important that apparel manufacturers and |
| price.And they love the clothing such as | | | | retailers investigate the effects of the |
| bape hoodies,bape shoes,lrg hoodies,10 deep | | | | determining factors on clothing expenditures |
| hoodies,ed hardy hoodies etc. | | | | and make effective segmentation marketing |
| | | | strategies. |
| In order to touch the most active clothing | | | | |