Sales of key large retail companies across the country rose 6.3% over the same period last year

According to the China National Business Information Center, in the past 11 Golden Week, sales of the country's key large retail companies rose by 6.3% in the same period last year, despite the growth momentum, but still lower than the same period last year growth. Since 2012-2013, sales of large retail companies have seen a two-year growth rate of less than 10%. From 100 large retail enterprises, 62 large retail enterprises sales growth rate is lower than the overall 6.3% growth level, of which 41 large retail enterprises sales less than the same period last year, showing negative growth.

From the analysis of the China National Business Information Center, sales growth mainly benefited from the wedding and investment demand growth as well as the first three quarters of the real estate market heat, including gold and silver jewelry and household appliances, retail sales year-on-year growth is relatively high, respectively, 32.8% and 11.9%. Food, cosmetics and clothing growth rate is relatively low, respectively, 5.9%, 5.1% and 0.2%.

Among them, the emphasis on clothing category, in contrast, the growth of clothing is really worrying.

From the first half of the domestic clothing sales market, the overall growth rate is stable, the market size expands, but by the economic impact, growth slowed, one or two line growth is relatively slow, the volume of wide three or four-line market growth is significantly higher than the one or two-line market. But the only 0.2% increase during the holiday season is really very low. What are the influencing factors?

In the first half of the year, clothing companies into the traditional department stores more and more capital, plus promotions, management and other high costs appear more and more close the trend. This is partly attributable to the line.

In addition, the traditional clothing retail growth rate of decline attributable to a considerable part of the impact of the electric business, clothing as the network of retail market category, its network sales on the performance of the momentum is far stronger than the line. However, from the data over the years, the traditional long holiday period, the Electronic business site also has a trend of decline in traffic, according to the relevant data statistics, this year 11 domestic electricity dealer overall flow rate drops 24%, among them, when, the day cat, only the product will and so on main day hundred, the clothing class electric quotient 11 flow decline most obvious, among them when the flow falls the fastest. Clothing category, food and cosmetics online is on the line of several major categories of sales, it is said that the electricity quotient of the reduction of the flow of people will be a considerable part of the transfer to the offline, and the formation of purchasing power under the line, Golden Week promotions, many traditional large department stores have taken a variety of promotional activities, There are many use of mobile Internet tools to do the creative, but in the decline in the number of electrical business, traditional play a variety of situations, the three categories of growth rate is quite limited, visible, in addition to the impact of the electricity business, there are other important factors.

On the one hand, from the 2013 Macroeconomic environment analysis, the first half of the GDP has been declining trend, private enterprises investment environment deteriorated, production power is insufficient. As the macro-economic operation downward pressure, consumer purse tightening, consumer expectations and consumer confidence relatively depressed. Therefore, the national day period year-on-year consumption growth is understandable.

At the same time, because of the development of online retailing, outlets, the price advantage is outstanding, a considerable number of consumers before the holiday has been the first purchase of consumption, which weakened consumers in the golden Week of the purchase of enthusiasm, coupled with the traditional holiday during the National day, catering and tourism hot, Because of the sudden gathering of large passenger flow and make the real shop user experience down, a considerable number of consumers to avoid.

If the traditional holiday trend, the offline clothing retail market still can not play its original inherent advantages, then can imagine, in the ordinary days should have how the decline, online can not replace offline, but, the impact of the crisis more and more serious. Of course, now the traditional retail and electrical business in cooperation is also more and more obvious, store online and offline cooperation, more and more traditional retail through mobile tools to transform marketing end, then, the next few years, traditional clothing retail has no chance to reverse growth? The future still needs to wait and see!