Group 1 - The core trend in the fashion industry is the strong return of quality basic clothing, reflecting consumers' deep pursuit of certainty and practicality in their purchases [1][3][11] - During the "6.18" shopping festival, nearly 70% of consumers preferred to shop on JD.com, citing its rich brand selection and the availability of high-quality basic clothing [1][30][32] - The overall growth in JD.com's apparel and beauty categories exceeded 30%, significantly outpacing the market average [1][21] Group 2 - A significant 51.6% of consumers expressed a preference for simple and versatile basic clothing this summer, indicating a shift towards practicality in fashion choices [3][8] - Over 80% of surveyed consumers reported that more than half of their wardrobe consists of basic clothing, highlighting its importance in their daily lives [8][11] - Consumers are increasingly focused on the quality and material of clothing, with 46.8% prioritizing texture and 45.7% valuing practicality [10][34] Group 3 - The purchasing behavior of consumers shows a clear preference for established brands, with 39.9% seeking quality assurance and 34.3% focusing on familiar brands [11][17] - Fast fashion brands like MUJI lead in consumer preference for basic clothing, with a selection rate of 38.9% [17] - The budget for clothing purchases reflects income stratification, with over 70% of consumers maintaining or increasing their spending during the "6.18" festival [21][25] Group 4 - The trend of "precision decentralized consumption" is evident, with JD.com recognized for its high quality-to-price ratio and reliable shopping experience [30][32] - Consumers are increasingly aware of quality standards, with nearly 60% noting the importance of JD.com's "安心品质" (Assured Quality) label [33] - The focus on essential elements such as fabric quality and comfort is becoming more pronounced, with 45.9% of consumers prioritizing material and functionality [34] Group 5 - Female consumers are particularly active in the "6.18" shopping festival, showing a preference for quality and comfort in their summer wardrobe choices [38][42] - The demand for invisible and comfortable undergarments is strong among women, with 41.3% opting for seamless options [41] - The overall consumer behavior indicates a shift towards valuing quality and practicality over mere trends, with a willingness to invest in versatile and high-quality items [42][60]

Core Insights - The fashion industry is experiencing a shift towards simple and versatile basic clothing, with 51.6% of consumers preferring such items for summer [1][5] - Consumers are increasingly valuing practicality and efficiency in their clothing choices, with over 80% indicating that more than half of their wardrobe consists of basic items [5] - The trend reflects a desire for timeless classics that can withstand changing fashion cycles, emphasizing quality and long-term use over fleeting trends [1][8] Consumer Preferences - 46.8% of consumers prioritize fabric quality when purchasing clothing, while 45.7% focus on practicality for multiple occasions [8] - There is a clear preference for brands that consumers trust, with 34.3% showing brand loyalty and 30.4% primarily purchasing basic items [12][15] - The demand for basic clothing is characterized by a focus on material quality and cost-effectiveness, with over 40% of consumers emphasizing these factors [8] Shopping Behavior - During the "6.18" shopping festival, over 72.2% of consumers either increased or maintained their clothing budget, indicating a willingness to invest in quality [19][24] - A significant portion of consumers (66.9%) chose to shop on JD.com for basic clothing due to its perceived quality assurance and reliable service [24][30] - The trend of "precise decentralized consumption" is evident, with consumers seeking platforms that offer a trustworthy shopping experience [30][31] Brand Insights - MUJI leads in consumer preference for basic clothing with a selection rate of 38.9%, while emerging brands like Bananahome and domestic brands like Li-Ning also show strong appeal [15] - The increasing focus on quality and brand reliability reflects a shift in consumer behavior towards established brands that offer practical and stylish options [15][19] Quality Assurance - JD.com has implemented quality standards for various clothing categories, enhancing consumer confidence in their purchases [32] - Nearly 60% of consumers are aware of JD.com's quality assurance initiatives, which contribute to a more reliable shopping experience [32]