Big Discount Season Moves Ahead Of Countless Retailers' Capital Chains

The summer of July has just arrived, and the big discount seems to have bottomed out, because they are most sensitive.

The "discount season" of many brands is generally ahead of schedule. In the past, the low discount which was only launched at the end of July was already available at the beginning of July. Everyone seems to be anxious to rush out of the goods, from 20 percent off to 30 percent off, and then jump to 50 percent off directly. Some brands even give 70 percent off directly.

"Early discount is an overwhelming business strategy. We do not want the goods to depreciate rapidly, but there is no way."

A brand manager of an international first-line brand revealed that the global economic situation this year is not optimistic. Only when they sell their inventory quickly, can they have more money to buy new products and have the ability to attract more guests.

The US subprime mortgage crisis has triggered changes in the global financial structure. The rise in oil prices and the depreciation of the US dollar make the external environment of the domestic economy even worse. For a retailer with nearly 100 million yuan of inventory, these "advance discount periods" ranging from one week to more than one month are very important, because this affects the turnover rate of countless retailers. If we can not lower the inventory as soon as possible and raise the turnover rate of capital, we will lose a game in the next year's competition.

Big discount is generally 7-15 days ahead.

In mid June of this year, the Hongkong Hua Tang company, which has MaxMara, Kookai and Max&co. brands, began sending promotional messages to VIP customers: Max&co.5-9 fold, Kookai 6, and MaxMara Part 6-8.

"If in accordance with past practice, the company will usually launch VIP special in July, but this year I don't know why it was half an hour earlier."

Shopping mall stakeholders said.

And there are more than one discount company like the company.

Almost from the beginning of June, the big names have launched a wave of discount fields. An international first-line brand dealer has revealed that in the past years, people usually offer discounts at the end of June and early July, but this time is earlier than before. About half a month earlier, most of the major cards around have been advanced.

In addition to the discount time, the discount is stronger than before.

At the beginning of July, Celine, Gucci, Ferre, Coach and so on had already partially folded 30 percent off, Fendi 5, Dior, Loewe 5-7, Dunhill 3-7.

According to another big manager, they used to make a wave of 30 percent off before the end of July, and then increase to 50 percent off by the end of July. But in the beginning of July, some of the goods had already been hit by 50 percent off. Many of them were new products that had only been on for several months.

Due to the advance of the discount season, some of the big counters have started the new products in autumn and winter in 2008, which were booked in the second half of last year. They were originally planned to be launched in late July, and were also booked up earlier because of the discount season.

The discount is blowing all over the world.

"Full 400 minus 220", Hangzhou merchants discount promotion efforts overweight

Not only is the time for big discounts to be increased, but also the discount rates of Hangzhou's stores are increasing this year.

Since April, there has been a continuous discount in shopping centres, lasting for about 20 days.

Since then, due to the impact of the earthquake, the business conditions of the various shopping malls in Hangzhou are not ideal. Finally, in June, every weekend's promotion efforts continued to improve. Although the balance of "400 to 210 reduction" has not been broken, there are many coupons, vouchers and gift cards.

At the end of June, we thought that the balance of "full 400 minus 210" could continue to remain, after all, to leave some room for the second half of the year, but at the end of the year, the balance was still broken, and the "full 400 minus 220" was pushed to the table.

According to some shopping malls operators, since May, sales promotion has become more and more powerless to stimulate consumption. Although sales promotion efforts have been improving, consumption has never been able to get up. In the face of lower and lower discounts and increasing intensity, market participants say with a smile: "keeping market share has room for survival".

In June, Hongkong Shopping Center launched the banner of "discount" before the government.

Although the summer festival in Hongkong this year still started in July 1st and lasted until September 21st, but in fact, from June 13th, the department stores in Hongkong, such as Lane Crawford, SOGO, Taigu, Harbour City, Times Square and so on, had spontaneously set off the first wave of shopping. "Hangzhou overseas" often took the group to Hongkong's Zhu leader, saying that in the middle of June to Hongkong, the department store had seen the poster of SALE, and many newspapers and magazines had already released promotional information.

The first invitation to give guests a discount is Hongkong's Crawford. Since June 12th, the mall has sent VIP customers an invitation to enjoy the 2008 spring and summer preferences and feel the extraordinary experience brought by more than 600 international brands.

It was then fully open to all consumers.

"In mid June, many big names had already offered a 7-8 discount, and Harbour City and Taigu had a relatively big discount."

Zhu said the discount of D&G, Ferragamo and other brands, and he saw in a glasses shop, Coach many glasses have been hit 5-7 fold.

On some popular shopping websites, people posted to discuss whether it was July or August to Hongkong.

Immediately, some people responded to "go in July". If they went there in August, they would probably be out of stock, so many people went ahead to July in Hongkong, which was originally scheduled for August.

According to the travel agency's analysis, on the one hand, because the international financial situation is not ideal, on the other hand, the business discount is earlier than the shopping festival because the impact of this year's domestic situation on tourism routes is quite large, and the number of groups will be reduced compared with previous years.

Businessmen in Hongkong are very sensitive about this, so they want to attract more mainland guests in advance.

US retailers fell to their lowest level in 13 years in March, with sales promotion opportunities.

In April this year, the United States was large.