Ice Breaking In Clothing Industry: Low End, Low Price, High End, Personality.

　　 Summer wear The discount season is coming. Recent visits to major shopping malls have found that clothing prices are still high after the discount of some "priced high-end" brands, resulting in scarce customers.

　 High priced clothes, few people ask for money.

Some women's clothing brands in Shenzhen are taking a high price route, thousands of clothes, and international discount. Brand women's clothing Keep in line. In the omen store of Tianhong mall, a skirt with a price tag of 1499 yuan is needed. After playing 20 percent off, it still needs 1200 yuan. A consumer admitted in an interview with reporters that the style of the dress is new, but the price is too expensive! The same quality new skirt can be bought in less than 600 yuan in the first three years, not to mention that in the summer discount season, 200 yuan and 300 yuan can buy the Shenzhen dress with good quality and style. In random interviews, almost all consumers said: "every year they buy new clothes, but last year and this year's new clothes are all too expensive."

Although the famous fashion brands in the shop displayed preferential activities, the reporters interviewed on weekends revealed that there were few people asking for expensive clothes at high prices. Reporters saw in shopping malls, all the high priced women's clothing to push the autumn section to do early publicity, while speeding up the summer offensive, force the mall discount season. These high priced women's wear is not only fashionable, but also to lower the price of the market. Juciy counter fashion girl brand has been lowered to 50 percent off in the past 30 percent off days, and coach and other stores have also made a 7~8 discount.

Brand stores do not attract too many buyers due to discounts. Sales staff of juciy counter said that Shenzhen is adjacent to Hongkong. It is just the season of Hongkong discount. Many customers in Shenzhen will choose to go to Hongkong, which is the most popular international brand. Besides, it is a discount season. The style and size are not all. Although the price is cheap, it is difficult to find the right size and style. "At the time of 30 percent off, we have already sold a large part, now 50 percent off is a small part of the goods, the size is not complete, the new style is not discounted."

Reporters learned that many discount sales in Europe and the United States remained stable compared with the same period last year, and there was no significant fluctuation. According to the famous brand Jorya shopping guide, the design of Jorya is all imported from Italy. In the season, they hit an unprecedented 30 percent off discount, and then took 10 percent off of their membership cards, and sales remained basically unchanged from last year, mainly relying on brand stable customers. These customers are only a small part of high-end people. "Brand is mainly aimed at high-end customers, discount is also unprecedented, we provide niche fashion services, not the public."

Medium and low price market is full of firepower.

Compared with the cold condition of high priced women's clothing, China's low price brand market can be full of firepower. Yitian Holiday Plaza, Tianhong, Maopai many high price 600 yuan ~200 multivariate summer wear also played 50 percent off, 70 percent off, or even 80 percent off, low price attracted many consumers. Reporters at H&M saw that the whole hall was surging, and the number of people queuing up for payment and trying on clothes was at least 20 people. The special counter had already opened 4 cashiers, and the billboard said, "you can buy it home and try it on", but customers still complain about waiting too long. The reporter calculated that queuing should take at least 20 minutes to reach the cashier.

In the H&M store, consumers are eager to try out a lot of clothes. The clothes on the shelves are also messed up because of the large flow of people. The floor, the fitting rooms and the counters are everywhere. The counter with a special price of 30 yuan, a special price of 50 yuan, and a special price of 70 yuan has long been besieged. Some women directly tried clothes in situ, ignoring the men around them. In order to save time, many customers simply buy clothes directly.

According to the person in charge of H&M, the H&M brand is as low as 70 percent off this season, and the vast majority of clothing is around 50 percent off. Usually a dress can be bought from 50 yuan to 70 yuan, and the cheapest dress is only 30 yuan. They have already deployed manpower, but still can not satisfy the needs of consumers. For such a hot scene, he admitted that he had had psychological anticipation. "The price of clothing is soaring this year. Consumers are watching while the market is coming, and the discount season is coming, so the price is so low that the citizens rush to buy it."

The reporter saw that the price of the same T-shirt similar to H&M and GIvenchy would be more than 10 times the price. H&M's sales director also pointed out that the use value of low-end brands and high-end brands is close, but it's just a waste of advertising and store decoration. "1 yuan can do it, why 100 yuan to do it? Clothing is cheap and good, consumers do like it, why not?" the sales manager said many consumers' voices. {page_break}

Where is the brand of women's wear?

As global cotton inventories have reached a new high and cotton prices both at home and abroad have been falling, prices of cotton yarn, pure cotton cloth, cotton blended fabric and chemical fiber fabrics have all declined sharply. Compared with the first half of last year, the price of raw materials has dropped by 30%, 40% or even 50%. Why does the price of clothing keep rising? Recently, the high prices of many clothing entities have caused consumers confusion.

"We all say that the price of clothing is expensive, mainly in the cost of circulation channels, management costs and brand added value." Yesterday, a clothing business person in charge told reporters that the clothing prices of raw materials and labor costs in fact most of the 15% to 20%, and shopping malls and other traditional circulation channels generally charge 25% to 35% of the buckles, coupled with brand investment, Guan Licheng, after-sale services, and so on, the high price will lose money.

In particular, shopping malls often sell or discount to grab customers, with 1 to 2, and 1 to 3. Disguised or directly playing 50 percent off or 70 percent off and so on means to do activities, do not participate in clothing brand shop no passenger flow, join the clothing brand shop is also very hurt, often sacrifice profits to exchange for tourists. Clothing brands suffer from discounts, so they have to take high priced measures to deal with discounts. Such a consumption pattern has also created a vicious circle: without discount, consumers do not pay bills and do not consume. Discounted consumers do not acknowledge accounts, and think that the price of water is too great.

Setting up a brand store directly in Wang street is a brand new fashion store in recent years and a way to deal with the shopping mall's discount. However, it also faces the cost of the next store, the monthly rental cost and the decoration cost of the brand clothing image shop. A brand woman dress official in Shenzhen revealed that its brand store opened near a big shopping mall in Chengdu invested nearly 2 million yuan in the initial stage, and did not include the monthly rental cost and the cost of shop staff, and the management cost of logistics fees. Such a huge cost is calculated in the clothing cost, and naturally raises the pricing standard.

Observation: low end, low price, high end, personality.

The cold fire of the electricity supplier and the traditional sales mode, the low price of clothing and the high price of cold have been obvious for some time. In view of this phenomenon of ice and fire, experts believe that this is the market, the market reflects the needs of consumers, low-end low price and high-end personality. Garment industry The ice breaking road.

At the recent closing ceremony, the famous economist Lang Xianping also pointed out that the development of China's garment industry must take a road of combining low price, individuality and noble experience to create the success of the clothing brand. At present, the development of China's clothing industry is facing the trend of "M" shape. Because of the blocked export, many enterprises are fighting for the domestic market, and see that the high-end clothing market has huge profits. They rush to the high-end market and rush to the low-end market. This leads to the obvious pattern of the two poles: that is, the two sides are big and the middle is small, 14% of the rich buy high-end products, 86% of the people buy low-grade products, and the mid-range products are shrinking. He stressed that Chinese clothing enterprises should not only rely on lower prices and fame, but also high-end brands. "China's mid-range clothing inventory is overloaded, and its performance has dropped sharply, which is the inevitable result of M consumption." The key to the success of garment enterprises lies in the low price and the high-end personality.

Dou Zhiming, a professor at Shenzhen Polytechnic, believes that women's clothing brand stores should take the road of personalized service, increase the gold content of brand services, increase the flexibility of consumers' shopping experience, and make contributions to humanized and personalized services. Women's clothing brand stores still have incomparable advantages. In addition, the future consumption of clothing, especially women's clothing, will show more and more personalized trend. Women's clothing brand stores should focus on the pursuit of taste of consumer groups.