Second hand clothing consumer market development analysis
At present in the United States, Eastern Europe, Japan, Hong Kong and other regions second hand clothing industry is growing faster, and still continue to rise in the momentum. It can promote the reuse of resources, It’s also the embodiment of urban intensive civilization, has gradually become a fashion trend elements.
In China, second hand clothing trading is still at the beginning, need to constantly improve the transaction norms, change the traditional consumer awareness. One of the main problems is: how to solve the problem of disposal and recycling of used clothing; how to change the public’s traditional consumption concept and the values formed by the long-term inherited consumption culture, the inertia of unsustainable consumption, etc.
In this article , through analyzing the current situation of the development of second hand clothing industry at home and abroad as well as the research on the consumption attitude of second hand clothing, we discuss the problems that exist in the reuse of second hand clothing industry and propose strategies to cope with them.
1.The development status of second hand clothes
I.Reuse of second hand clothing
The reuse of second hand clothing has become the new fashion of life in the 21st century. People protect the environment by buying or using used clothes as a way of consumption, while maintaining a connection with the past. A market survey by the German weekly magazine Der Spiegel showed that 1 in 10 people in Germany prefer to buy second hand clothing rather than brand new clothes. In the early 20th century, Japan saw the emergence of used clothing stores for the import, export and disposal of used clothing. These countries have set up industry federations and established a better order and system for second hand market transactions. Clothing reuse methods: (1) indirect reuse by chemical and physical methods. Such as Japan about 7O companies use second hand clothing polyester to produce uniforms, sportswear and bag products, there will be recycled old suits made of heat and sound insulation materials for cars, etc.; Patagonia company uses the collection of old underwear to create new functional materials products; Teijin Fibers Co. Aeon uses 100 sweater fibers to make sweaters by first breaking them down into textile fibers and then combining them with acrylic fibers to make new sweaters, thereby improving the color and texture of the sweaters; Pan American Trading Company makes some of the textiles into industrial absorbent wipes or recycles them into Fibers are used for upholstery, insulation filler or paper products, etc.
II.Direct re-circulation of used clothing
A piece of clothing from the production of raw materials (including cultivation of cotton, application of fertilizer and harvesting), to printing and dyeing, garment production, clothing sales, each step consumes a lot of energy. Therefore, the re-circulation of second hand clothing is an effective way to avoid energy consumption. Developed countries, as second hand clothing major countries, export a large amount of second hand clothing to other countries through different channels based on factors such as popularity or economy. global second hand clothing trade has increased 1O times since the 1990s to reach US$100 billion per year, accounting for 0.5% of total global textile and apparel trade. 0.5% of the total global textile and apparel trade.
Second hand clothes industry analysis
①second hand clothing market second hand clothing market also known as clothing flea market (FleaMarket), China’s history second hand clothing market has a long history, as early as in the Song, Yuan years asked the old goods line, the old goods trade bazaar prototype, the Ming and Qing dynasties town bazaar with more old goods stalls market. Some world-famous second hand clothing markets are becoming mature, such as Marais in Paris, CoventGarden in London, CamdenTownMarket, etc. in which there are many vintageclothes with collection value. In contrast, the domestic second hand clothing market positioning is relatively low-end, basically disconnected from the popular, the market management is really to be standardized.
②. second hand clothing stores in many foreign countries second hand clothing stores are aimed at white collar people who like to catch up with the trend, the pursuit of exquisite life, but also good at smart shopping and opened. In Hong Kong, Macau and other regions, there are second hand stores that buy customers’ designer bags at prices lower than 30 to 50 percent of the original price of the goods, and then resell or consign them.J. In addition, there are also charity clothing stores that do not aim to make a profit, such as Charityshops in the United Kingdom, where the source of goods is mainly used clothes and clothing stores’ stock items that are recycled by people who come to their homes. The higher-end second-hand clothes and vintage shirts in China are mostly found in second hand clothing stores. Shanghai’s second hand clothing stores are sporadically distributed in the area around South Shaanxi Road, South Maoming Road and the area near Hongqiao Development Zone, and the more famous stores are Milan Place, France Station and Paris Station. Most of these stores use consignment, and mainly deal with high-end brands of second-hand clothes, second-hand bags and accessories, generally sold at about 50% to 60% off the original price (depending on the style, the degree of newness), including the store to the supplier to charge a commission of 59/6 to 15.
③ network second hand clothing trading the development of online shopping has laid the foundation for second hand clothing online trading. According to the Internet research agency Ari Consulting and Asia’s largest retailer Taobao (20O8 Annual Online Shopping Market Development Report) shows that China’s online shopping market in 2008 reached 120 billion yuan in transaction volume, an increase of 128.5 year-on-year, online shopping registered users reached 120 million people, an increase of 185. January 10El to 30, 2009, Taobao’s total transaction volume with last year’s year-on-year growth From January 10El to 30, 2009, Taobao’s total transaction amount increased by 6O compared with last year, with the average daily transaction amount exceeding 300 million yuan, and a new high of 4.6 billion yuan in single-day sales for the Spring Festival online shopping, which shows that online shopping is gradually becoming one of the mainstream consumption methods in society. A large number of unused clothing backlog, the lack of a tangible market, so many Internet users post online to sell their old clothes, or use old clothes to exchange with netizens for other items (barter network). Both online stores and physical stores can be used as a platform for “second-hand clothes” exchange, especially online virtual business owners selling “second-hand clothes” does not affect the benefits. At present, many clothing stores that trade online mainly adopt this sales method, thus giving rise to professional second hand clothing trading network, but the number is limited, mainly at the low end.
2. Used Clothing’s consumer research report
(1) The influence of consumer behavior factors on second hand clothing consumer awareness
Economic prudence is positively related to the attitude towards second hand clothing, that is, consumers with higher economic prudence think: second hand clothing is the embodiment of environmental consciousness; natural quality is negatively related to the freedom and discretion of the purchase route, that is, consumers with higher natural quality favor second hand clothing franchise The higher the degree of natural quality, the higher the degree of natural quality, the higher the possibility of accepting and buying second hand clothing; the degree of information demand is negatively related to the degree of resistance, that is, the higher the degree of information demand, the higher the degree of dependence on second hand clothing, the higher the possibility of accepting and buying second hand clothing; the degree of information demand is negatively related to the degree of resistance, that is, the higher the degree of information demand, the higher the possibility of accepting and buying second hand clothing. The greater the degree of information demand and dependence, the smaller the degree of resistance to second hand clothing.
(2) The influence of clothing consumption, idleness and disposal factors on second hand clothing consumption attitudes, etc.
Respondents with higher purchase price and longer service life are more reluctant to second hand clothing; respondents who leave their clothing unused due to lack of popularity prefer to shop at second hand counters of brand stores; respondents who often leave their clothing unused due to size problems tend to choose online second hand clothing trading or second hand stores. The vast majority of respondents’ concern in purchasing second hand clothing is health and safety. Among them, those who choose online transaction for recycling of idle clothing are more concerned about quality and newness than the rest of the population, and tend to choose second hand clothing franchise entity stores and online purchase method; those who choose offline recycling tend to choose second hand clothing franchise entity stores.
(3) The influence of demographic characteristics factors on second hand clothing consumption attitudes.
There are differences in attitudes toward second hand clothing reuse by gender. Men 14.5% are more inclined to consider wearing second hand clothing as a manifestation of low level, while women 41.8% tend to see it as a manifestation of environmental consciousness; age has an inverse trend with the willingness to purchase or exchange second hand clothing; in terms of purchasing channels, young people tend to choose second hand clothing franchised In terms of purchasing channels, young people tend to choose second hand clothing franchise physical stores, middle-aged people tend to brand clothing stores second-hand counters, older people are more accustomed to second hand clothing market; higher education is easy to accept and buy second hand clothing.
3. Countermeasures and inspiration
(1) The survey analysis shows that although many people believe that second hand clothing is the embodiment of environmental awareness and civilization, only the more economically prudent consumers will take action to buy second hand clothing. Therefore high-end second hand stores can target consumers aged 20 to 35, with higher education, economically prudent consumers and fast fashionistas respectively.
(2) The rejection of second hand clothing is mainly attributed to concerns about the origin of the clothing, health and safety conditions. Therefore, it is important to ensure the hygiene and safety of second hand clothing, transform the inherent prejudice of consumers, and advocate public opinion guidance and propaganda such as intensive urban civilization.
(3) Consumers are more receptive to branded second hand counters or professional second hand clothing stores, and see it as a more ideal way to solve unused clothing. Among them, the brand store second hand counter is particularly attractive to young consumers who pursue fashion. The reason is that a good brand image not only ensures safety, hygiene and quality, but also facilitates the transformation of consumers’ traditional consumption concepts, which is a new way worth trying to promote the development of Shanghai’s second hand clothing industry and urban civilization.