As data presentation， in October， 2017， the total retail sales of consumer goods reaches RMB 3424.1 billion， a year-on-year increase of 10%. Thereinto， the consumer goods turnover of the above norm units is RMB 1437.4 billion with an increase of 7.2%.

From January to October in 2017， the total retail sales of social consumer goods reaches RMB 29741.9 billion， which has an increase of 10.3% on year-onyear basis. Thereinto， the consumer goods turnover of the above norm units is RMB 13161.8 billion， which has an increase of 8.3%. In the online sales amount of physical commodities， the eating， wearing and using commodities have increases of 29.5%， 19.6% and 32.1% respectively.

As data presentation， in October， 2017， among the commodities of above norm units， the turnover of clothes， shoes， hats， knitwear and textile catego- ries reach RMB 138.1 billion， which has increased 8.0% compared with the same period of the previous year. From January to October in 2017， among the commodities of above norm units， the turnover of clothes， shoes， hats， knitwear and textile categories reach RMB 1188.3 billion， which has increased 7.30% compared with the same period of the previous year.

According to industry analysis， in October， in the relevant categories of the general merchandise industry， the turnover of the cosmetics category has an increase of 16.1% on year-on-year basis. The growth speed rises 2.7% from that of September. In January to October， the turnover of the cosmetics category has an increase of 12.5% on year-on-year basis. The growth speed rises 4.5% from that of the same period in 2016. The turnover of the textile and garment category has an increase of 8.0% on year-on-year basis. The growth speed rises 1.8% from that of September. In January to October， the turnover of the textile and garment category has an increase of 7.3% on yearon-year basis. The growth speed rises 0.1% from that of the same period in 2016.

The analyst of Everbright Securities - Li Jie talks about that： the fourth quarter of 2017 is the peak season of traditional clothes； the entire superposition branded clothes industry is in a weak anabiosis process； the adverse factors are gradually released in the background of solving the prior problems step by step. It is estimated that the industry operation will also continue to improve without the condition of extreme weather and anabiosis will obtain a further compaction. Meanwhile， the festival effect is also expected to accelerate the chain up of the sales in the fourth quarter.endprint

However， from the perspective of the data of garment retails， last September had a monthly fluctuation. All the growth rates of the above norm garment retail sales as well as 50 and 100 key retail business turnovers have declining. Li Jie believes that some of the reasons lie in that the Mid-Autumn Festival has been extended to October. Under the background of the extended “Double 11” and “Mid-Autumn Festival”， the sales in October and the fourth quarter are expected to have outstanding performance.

According to the data from China National Commercial Information Website， in the first three quarters in 2017， the national top one hundred key large-scale retail enterprises have an accumulative increase of 2.8% year on year. The growth rises 4.8% compared with the same period in the previous year. Compared with the growth in the first half of 2017， the growth has a slight declining of 0.3%. Thereinto， the turnover of the clothing category has an accumulative growth of 3.6%. The growth is 5.4% higher than the same period of the previous year. The retail turnover of September has an increase of 1.9% on year-on-year basis， which is 0.5% lower than the growth of the same month of the previous year.

Li Jie expresses that， as to the consumers preference， optional consumption keeps on flourishing， which is beneficial for the continuous improvement of the clothing industry. According to the retail data of various above norm enterprises revealed by National Bureau of Statistics， the growth speed of the mandatory consumption （including food， beverage， tobacco， wine and so on） in 2017 declines. However， the optional consumption， such as cosmetics， gold and jewelry， home appliance， clothes have increasing growth speeds. It displays the upgraded and advancing consumption. The consumers pay more attention to the satisfaction of the high-level demand.

Some analysts also point out here that， the offline retail is in the initial period of upward inflexion with the resonance of multiple benefits. The consumption upgrading appeal from the perspective of consumers and the dimensionality reduction strike of the submerging e-commerce channels drive the increasingly expansion of retail companys differentiation. The weak anabiosis of the industry demand terminal is not enough to support the performance inversion of all companies. After optimizing the entire competitive pattern （weakening online diversification， extrusion of offline oversupply）， the excellent leading companies are expected to enjoy the entire bonus of the lifted industrial concentration after the great waves.endprint