Consumer to the brand to the low concentration of foreign capital into the marke
China Chamber of Commerce, China National Commercial Information Centre, was held in Beijing, "2006 (15th session) focused on large-scale retail enterprises in China merchandise sales results press conference," was released in 2006 the operation of large-scale retail enterprises and domestic consumer goods 90 brand goods market monitoring results.
At present, China's consumer goods market is stable, accelerating growth trend, upgrading the consumption structure of urban and rural residents to continuously enhance the brand awareness of the basic formation of consumption, consumption in coming. According to the China National Commercial Information Center home appliances, clothing, cosmetics, washing the statistical monitoring of goods, consumer goods brands in 2006 showed the following characteristics:
1. Brand concentration at a high level of overall
With the growth of rural income and consumption structure of the further escalation of the market share of branded goods for further growth, higher levels of brand concentration. Based on the national key large-scale retail enterprises 90 statistical monitoring products, 62 kinds of commodities before the 10 brands combined market share of more than 50% integrated, including 39 kinds of commodities before the 10 brands combined market share of more than 70% integrated, 20 commodities more than 80%.
View from the types of goods, household appliances and food products in various brands currently in the highest concentration was statistical products are brand concentration above 50%, of which, household appliances market in color television sets, automatic and drum washing machines, air-conditioning , digital cameras, cell phones, hair dryer, electric shavers and other products before the 10 brand market share of total consolidated over 80%; food market in bottled water, juice drinks, liquid milk, milk powder, ham, instant noodles, ice cream , functional drinks, yogurt drinks, sweets, puffed food, eight-treasure porridge, monosodium glutamate, frozen food market, the top ten brands were integrated together share over 70%; make-up classes are five categories of merchandise goods in the top ten brands in the market Consolidated total more than 45% market share. In contrast, clothing brand goods lowest concentration, in 23 kinds of clothing products, only down jacket, sportswear and sneakers are three top ten brands of goods market share of total consolidated more than 50%.
2. Domestic brand market power becomes increasingly obvious
Since reform and opening up more and more foreign brands to enter the consumer market and account for most of the high-end goods market. In recent years, domestic brands through the integration of resources, improve skills, enhance the quality, brand culture and corporate culture, and actively participate in market competition, market influence gradually expanding. According to 2006 statistics showed that men suit, men shirts, jeans, jacket, trousers, cotton sweaters trousers, women's underwear, thermal underwear, sweaters, cashmere sweaters, down jackets, children's wear, leather garments, ladies coats, Integrated Chinese clothing market share of the brand ranked first in all local brands; household appliance market in China has seized the product brand range hood, gas water heater, gas stove, hot and cold water dispenser, color TV (CRT), air-conditioning , flat panel televisions, DVD players and other commodity markets, the first few; but in daily chemical and food markets, cleaning detergent, liquor, wine and other merchandise sales is all of the top ten were domestic brands include.
Meanwhile, the domestic brands are beginning to enter the international market, for example, in September 2006 Milan Fashion Week, "China Day" brand jointly announced the opening ceremony, Shanshan, Zhuang Ji and other eight brands famous brand clothing, issued jointly by the is the first collective appearance clothing brand top fashion publishing platform; in October, China was admitted to the designer brand Giffen Paris Fashion Week, became the first fashion week in Paris, the commercial release of Chinese brands of Session; in November, 100 with independent intellectual property rights and its own brand of excellent Chinese enterprises to participate in the "Chinese textile and apparel trade fair" for the first time in Europe.
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