Online Shopping Clothing: From Low Quality To Low Price To High Cost Performance Regression

　　 When people turn the computer into the Internet, when people turn the pages of newspapers and magazines, even when people wait at the street bus stop, advertisements on clothing websites will leap into the eye. The number of related websites and the huge number of advertisements can be described as "bombardment". Another area of competition for clothing websites is launched at the "price war" level. There were PPG before, and then there were other websites to follow up. However, the low price makes consumers feel at a loss. I remember that one or two years ago, the competitor once tried to prove that "the price of quality is poor". The original price of 99 yuan VANCL cotton short sleeved shirt, bought two yuan 168 yuan, the cost analysis for freight and collection fees 15 yuan, packaging materials and accessories costs 4 yuan, business tax 8.4 yuan, inventory loss 6 yuan, warehousing and office rental 8.4 yuan, labor management fee 16.8 yuan, advertising costs 50.4 yuan, so the management and operation costs 109 yuan. In short, if we want to achieve breakeven, the cost of producing single VANCL shirts and fabrics can not exceed 29.5 yuan. The implication is that if VANCL costs more than 29.5 yuan for production and fabric, the future will be difficult.

Regression from low quality, low price to high cost performance ratio

Be engaged in clothing People in the industry know that Fabric And technology determine the quality and price of the product. Design It means a product image that matches the quality of the target customers. From the development process of online shopping, consumers' initial purchase behavior is indeed extremely sensitive to the price of commodities. Ding Hui, a fashion editor who is now a small celebrity, talked about his online shopping experience. He said he started buying online when he was a graduate student in Communication University of China. There are two reasons: one is the limited cost of living in the student era; the other is to buy cheap goods from the Internet, even if it is "too much to see". Ding Hui summed up this: "in fact, it seems that at that time, the purchase of low-priced goods, especially 80% of clothing is useless. Moreover, because the price is too low, the clothes that they buy can not be used at all. In addition, because the way of online shopping is very simple, it took a long time to "quit" the bad habit of buying things. Now Ding Hui has graduated from the University for three years, and has undergone tremendous changes compared with the student era. She repeatedly stressed that when buying clothes on the website, it is not smart to buy "cheap goods".

So, how to identify the quality of clothing products, Ding Hui also gives some professional guidance and advice: take the senior shirt as an example, the key is to look at the fabric. First of all, the cotton fabric is made of cotton, so to a large extent, the quality of the cotton determines the quality of the fabric. At present, cotton is divided into coarse cotton, long staple cotton (also called island cotton) and upland cotton. Good high count yarn cotton fabric must be made of long staple cotton. In the long staple cotton, the best quality is Egyptian Cotton and Pima cotton (Pima Cotton). Egypt's long staple cotton has a diameter of 25% smaller than that of silk, and almost no neps after weaving. Its strength is high, its fibers are neat and uniform, and there is a special mercerizing effect. So the fabric of Egyptian long velvet cotton is particularly delicate, with a silk like luster and a sense of quality. Many times the washing of clothes will remain bright, and Egypt's long staple cotton is purely hand picked, naturally pollution-free, and the price is naturally the most expensive in the world. Pima cotton is a general term for the best quality cotton (ELS). It is named after the Pima Indians in the southwestern United States who planted and picked cotton by hand. Pima cotton is very tough. It is 45% stronger than ordinary cotton. Its dyeing and finishing ability is strong. Its color is bright and bright. Its texture is natural and soft, and its handle is slippery and slippery. Its output accounts for only 3% of the world's total.

At present, all the two most valuable brands of cotton are used as raw materials. The brand of Internet sales is still rare. The so-called "one cent, one point goods", 68 yuan, 99 yuan is in any case also can not buy expensive long staple cotton fabric, the lower cost of direct sales is also very difficult to achieve. In addition, we have to mention the Oxford spinning fabric, which has the advantages of comfort, moisture absorption and quick drying. But at present, the domestic direct selling Oxford spinning shirts are mainly made of 40 yarn fabrics with slightly rough texture and feel like denim. The manufacturing cost is relatively low, and there is still a certain gap between the upper class life style and the mainstream business concept. Therefore, the concept of "Royal Oxford spinning" advertised by some businessmen is still open to question. In short, in clothing, men's clothing should pay more attention to the quality of women's clothing than women's clothing.