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YKK拉鏈-2018年服裝行業消費需求報告

來源:??????2018/5/14 12:54:21??????點擊:


【XINGYEXINWEN】2018NIAN,SUOYOUPINPAIFANGBAOKUOGEDAZHIMINGFUSHIPINPAIDOUZAIZUODEYIJIANSHIQINGJIUSHIHUOQU“YONGHUHUAXIANG”ZHIYOUYONGHUHUAXIANGZUGOUQINGXILECAIGANYANFACHUYOUXIAODECHANPIN、TIGONGYOUXIAODEFUWU。XIAOFEIZHEZHUQUANSHIDAIYIJINGLAILIN,DEYONGHUZHEDETIANXIA,ZHIYOUSHENKEDONGCHAYONGHUSHISHUI,YONGHUSUOXIANG,GENGHAODEMANZUYONGHUSUISHI、SUIDI、SUIXINDEXIAOFEIXUQIU,CAIGANZAIJILIEJINGZHENGZHONGLIYUBUBAIZHIDI。




XIAOFEIZHEZHUQUANSHIDAIYIJINGLAILIN,DEYONGHUZHEDETIANXIA,ZHIYOUSHENKEDONGCHAYONGHUSHISHUI,YONGHUSUOXIANG,GENGHAODEMANZUYONGHUSUISHI,SUIDI,SUIXINDEXIAOFEIXUQIU,CAIGANZAIJILIEJINGZHENGZHONGLIYUBUBAIZHIDI。


HEXINFAXIAN:


1NANZHUANGXIAOFEIZHEGOUWUDUANPINGKUAI,GENGAIZHOUWUZHOURILIULAN


2消費者首次觸達淘系女裝市場多以低端和平價的商品進行嘗試,之后大比例的消費者隨著時間推移逐步接觸高檔商品,并且這個提升是逐級深入的發生越遷的情況依舊只是少數


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6CHUANDAFANGSHISHANG,NANZHUANGJIAKECHENGCHAOLIU,NANZHUANGXIAOFEIZHEZAIFASHENGCHUANDAFENGGEDEBIANHUA,XIAOFEIZHEYOUYUELAIYUECHAODEQUSHI


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8NANNVZHUANGZAIBUTONGJIJIE,BUTONGPINLEISHANGDEGOUWUSUQIUYOUSUOBUTONG,KEYIGEIDAOCHANPINSHEJIZUOCANKAO


9WANGHONG、MINGXINGXIAOYINGKUAISUDAIDONGNVZHUANGSHICHANG


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01


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DUIBIBUTONGXINGBIEBUTONGNIANLINGDUANDENANZHUANGXIAOFEIZHE,DECHULEZHEYANGJITIAOJIELUN:




1男裝的決策階段,各年齡段的男性全年人均瀏覽量都大于女性。這個很好理解,因為自身男性購買占比就比女性高;就各年齡段的決策周期上來看,年輕用戶更愿意從推薦渠道進行瀏覽故瀏覽量高,而年長用戶更愿意從搜索進入,目標性更強,瀏覽數量相對較低。


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1BUNANFAXIAN,JINRUGUOLIANGGELEIMUDEYONGHUZHONG,ZHISHAOYOUYUE3/4XIAOFEIZHEZAILIANGNIANJIANXIANHOUJINRUGUO7GELEIMU。


2XINKEJINRUNVZHUANGXINGYEDESHOUCIGOUMAILEIMUSHIJIAWEIXIANGDUIGENGDIDEKUZIHETXU,BINGFEINVZHUANGXINGYEGUIMOZUIDADELIANYIQUN。


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QIANMIANDUOCITIDAOGAOJIADEYURONGFUHEMAONIDAYIZHELIANGGEPINLEI,TEBIELAIDUIBIKANKANZHELIANGGEPINLEISHANG,XIAOFEIZHEDEXUANZEYOUSHENMEQUWEIDIAN:




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02


CHUANDAFANGSHI


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XIANLAIKANKANNANZHUANG:






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NEIMEDUIBISANNIANDEBIANHUAHUIFAXIAN,CONG15NIANDAO17NIAN,MEIYINIANGOUWULANZUHEDEFUZASHUIPINGDOUZAISHENGGAO,ZHEJIUDAIBIAOZHUNVZHUANGYONGHUYUELAIYUEQINGXIANGYUJINXINGGUANLIANHEDAPEIGOUMAI。ZAILAIKANSHUJU,2015NIANSHIZHIYOU10GEPINLEIZUHETONGSHICHENGXIANDEGAILVCHAOYUELE20%ERDAO2017NIAN,ZUHEDESHULIANGTIGAODAO67%ZHESHUOMINGLEXIAOFEISHENGJIDEGUOCHENGZHONG,YONGHUCENGMIANYEZAISHANGPINDEZUHEDAPEI、CHANGJINGHUADAPEIDEQINGKUANGXIAJINXINGLEJINYIBUDEFENGFU。


TONGYANGDELAIKANYIXIATAGENGXIHAOSHENMEDAPEI?DAPEIFANGSHIZAISANNIANJIANFASHENGGUONAXIETEBIEDEBIANHUA?




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03


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WANGHONG、MINGXINGXIAOYINGKUAISUDAIDONGNVZHUANGSHICHANG


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