日本成衣企业应对危机的启示

Enlightenment of Japanese Clothing Company Response to the Crisis

金融危机给全球经济带来巨大影响的同时也将深刻地影响着消费市场和消费者的理念,促进消费市场格局的变化,培育成熟的消费理念。消费市场的成熟是在金字塔型的不同价值消费类型分布格局到橄榄型的消费类型的分布格局的变化中体现出来的,也就意味着高价格带和低价格带的两极被淡化,中价格带的消费需要增加,中价格带的市场空间因此变大。

While the financial crisis has brought a tremendous impact on the global economy,it also profoundly affects the consumer market and consumers'concept of consumpution,promotes the change of the consumption pattern,and stimulates mature concept of consumption.The maturity of the consumer market is reflected in the change from pyramid-style to olive-style distribution pattern of different consumption type.It means high and low price polarity is faded,and consumption of the zone of the middle price needs to increase.So the market space of the middle price zone enlarges. The world fashion market's leading figure of consumption have always been with the core of young people.Young people are receptive to new ideas of things and like to have distinctive self-image.So,they possess the possibility of a quick update along with the frequency of trendy items,that is,the so-called'fast-food type'fashion-style groups.According to Nihon Keizai Shimbun,in 2006,Japanese personal financial assets reaches 1,500 trillion yen.40%is the middle class,and the young people are not the class of rich.60%of financial assets(about 830 trillion yen),is owned by the person whose age are over 65.With the ceaselessly shrink of the high price market, the middle price market aiming at young people becomes the necessary market space when Japanese clothing companies make plans of product positioning and market sale.