Research On Overseas Consumption In The Dress Of Shanghai Consumers

With the development of economic globalization, the looser exit policy environment and the increase of China’s per capita disposable income, the number of Chinese citizens who want to exit for travel, shopping, business or other types of objective increased. Chinese consumers’ strong consumption enthusiasm and huge consumption capacity play an undeniable important role in economic development of foreign clothing industry. The overseas businesses pay more and more attention to the marketing services for Chinese customers. At the same time, the news about Chinese citizens flocking to buy clothing outside can always be heard, China as a clothing manufacturing power, has been constantly striving to develop the domestic market, however, the phenomenon of consumers buying clothes outside means the outflow of the consumption aware, so it deserves our attention.In this paper, we take Shanghai outbound dress purchasing consumers as the research object, where is the Chinese most important financial center, transportation hub and foreign trade port, also is the international metropolis of the Yangtze river delta economic circle center. We will use spur-reaction model as a logical foundation to analyze the overseas consumption in the dress of Shanghai consumers.This paper first elaborated the research background, research purpose and meaning, the related present research situation in both domestic and international. Then in the support of theoretical background, through the questionnaire investigation, first analyzed humanistic statistical characteristics of the Shanghai consumers who exit to buy clothing, then analyzed the basic performance of buying decision process and behavior, finally do the further comprehensive analysis of the outbound dress purchasing behaviour with different gender, income and other personal factors, and finally summarize the influence factors of consumers purchasing dress outside. The research inclusions derived are as follows:Viewed from the consumption group structure, women were the main body, with high degree, mainly concentrated in the age of26to35, the monthly income was5000yuan and above, focus on the middle class and the rich class, they were company enterprise staffs and enterprise management personnels, professional and technical personnel.Consumers exit to purchase dress frequently, they are experienced. Cheap prize, fashionable designs, more kinds of brands and choices are the three main reasons why consumers purchase dress outside. The main ways to obtain information are the network/BBS, fashion magazines and reputation propaganda from their family and friends. Most people choose national holidays, vacation and discount season to overseas for shopping. The destination country or region which they buy dress firstly in Hong Kong, secondly in South Korea, thirdly in United States. Major purchase places, they firstly choose store/counters, secondly duty free shop, thirdly shopping mall. The disposal way of overseas dress, consumers mainly meet their own, then give people around as gifts, the third way is to convey for their family and friends. Consumers purchase dress outside firstly choose clothing, secondly package, finally shoes. They tend to fashion and leisure dress style. Most consumers’ cost are concentrated in1000-3000yuan. The sequence of consumers valuing overseas dress is design, quality and prize. The most important advantage of overseas clothing market is that it has more kinds of brands and more choices. The second, it has front design, customers can don’t need to worry about the outfit clashes. The third, it’s quality is more guaranteed. Customers are satisfied with design and style, quality, epidemic and price of overseas garment accessories, a small group of people have some psychological gap of the prize after the purchase. Many consumers will mind about the situation that "Overseas purchasing clothing is made in China" and finally it will influence their purchase decision. And if the same product sales in China, the influencing factors which will affect the consumers to buy, firstly the prize is same or even lower than overseas, secondly it can be sure that the goods are legitimate products, thirdly the quality can be assured. This paper will help the clothing enterprises at home and abroad to further understand the consuming tendency and buying demand of the Chinese overseas clothing consumption group, then they can take better corresponding countermeasures in the future, provide more considerate services for this part of the clothing consumers, arouse the desire of them.