中国服装消费结构的变化对羊毛产业链的影响

Diversification of China garment consumption structure and its tractions for the integration of wool industry chain

研究数据显示,近年来中国服装消费持续增长,中国已经成为国内外服装企业角逐的重要国际市场。中国服装消费结构和价值诉求正在发生深刻的变化,正装走向休闲化趋势明显。然而,在中国成为羊毛服装主要消费国的背景下,以高品质著称的羊毛纤维在与棉等其他纤维的竞争中,消费者的认同度却在下降。文章通过对文案研究和焦点群体的调查,从技术、营销推广和供应链管理等层面着手,提出了以消费者需求变化为导向整合羊毛产业链的路径。

The investigation data show that with the continuous increase of garment consumption in recent years, China has been becoming an important international garment market where Chinese enterprises compete with their overseas counterparts, and profound changes have been undergoing in Chinese garment consumption structure and value demands. There is showing a conspicuous tendency from formal garment to casual wear. However, in the circumstances of China being an important wool garment consumptive country, wool as an excellent raw material with the reputation of high quality gains the decreasing recognition during the competition with other fibers such as cotton. The literature research and the survey of focus groups are conducted in this paper, and the way of integrating wool industry chain according to the guide change of consumers＇ requirement and demand was proposed in the aspect of technical support, sales popularization, supply chain management, etc.