The Weather Is Abnormal.

It has been more than a week since the beginning of autumn. Hangzhou is still a sauna day that extends 38/39 degrees Celsius. The autumn dress was on the sunny day of August and climbed onto the shopping mall counter.

Sauna days or "fake autumn" best selling

In August 18th, the author came to Hangzhou to find hundreds of posters, and found that there were "posters coming out of the summer" posters everywhere. The slogan was "2.5 fold in the whole audience". But the vast majority of brands are five - twenty percent off.

Many brand counters have placed their autumn clothes in a prominent position. But this so-called "autumn dress" is not much different from summer wear. Vest becomes five point sleeves, short sleeves become seven point sleeves, and fabric is only a little thicker than summer wear. It's better to call it "puppet autumn dress" than autumn clothes.

Jie Bai Marketing Department officials explained that these clothing styles were determined by the particular climate in Hangzhou. In Hangzhou, the time of spring and autumn is relatively short in the whole year. The hot weather above 35 degrees Celsius in summer often extends to the national day before the end of the year, and the temperature will drop suddenly in late October and early November. So the difference between the style of the autumn dress and the summer dress is not very big.

I learned from the counter that the current sales volume is better than that of seven point sleeves or long sleeves. Loose coat , shirt And so on. Most customers are office white-collar workers, sitting in the air-conditioned room is relatively cold, just to wear. However, some new autumn sales are not good enough. Because of the new shelves, there is no discount and the style is almost the same as the summer clothes on the side. The smart consumers choose to buy summer clothes.

The industry expects that by the beginning of September, autumn sales will get better.

The weather is abnormal, "summer clears" and leave room.

Earlier, the author opened in Guangxi. clothing A friend of the shop complained that she saw the news that Beijing shopping center was trying to make way for the autumn wear, eager to clear the summer clothes, and even sold ninety percent off of the "Chinese cabbage price". So she also looked at the pattern, hurriedly put out the summer dress in her shop and put it on the shelves in autumn.

The author is really very sad to this friend. When you read, you have learned the truth of "concrete analysis of specific problems". The temperature in Beijing has dropped to about 30 degrees, and it will soon enter the cool autumn season. And Guangxi short sleeves can wear for at least two months. How can we clear the summer clothes now? I suggest that she should hurry up and make up some summer wear. After all, the summer wear in the wholesale market is also on sale.

Another clothing store owner in Zhoukou, Henan, also reflected that the current temperature in Zhoukou was hot and cold, and the temperature dropped earlier. She thought it was a harbinger of autumn and hurried the summer sale. It was difficult to clear the summer clothes, and the weather suddenly became hot. And another clothing store next door was "pressing goods" during the cooling season. Now business is booming.

I remind you that the weather is quite abnormal this year, and the goods need to be more discreet. Take Hangzhou for example. The warm spring weather lasted until the end of June and early July, causing many shoppers who hurried to wear summer clothes to lose a lot of business. When to come this autumn, we must pay close attention to the weather forecast, especially the shopkeepers in the south. Don't rush to empty the summer clothes. Didn't you see twenty percent off in summer wear in Hangzhou shopping mall? {page_break}

  The summer clothes are on the side, and the new ones are on the side.

According to local media in Wuhan, in recent days, ONLY, MODA and other brands are pushing the new summer wear. The salesperson said that although it was at the end of the season, these were indeed new models recently listed, and Wuhan was very long in summer and could be sold for another one or two months.

The marketing director of a brand clothing revealed that the brand now "one season clothing is not all in one breath" but has been allocated several times a quarter, with an average of a new batch on a monthly basis, which is classified according to the different temperatures. For example, the weather is cool in summer. The summer wear is mainly made of long sleeves and suits, and it is very hot in summer.

In addition to improving the actual sales rate, it can also maintain the freshness of consumers, and more importantly, prevent peer copying.

Red dress adornment is responsible person introduction, according to convention, dress enterprise general on March new summer wear, May will not produce new product again, 6~7 months discount sale promotion. But this year, the red man has two new products every month, and every week there are new models listed, and only 800 more are released in summer. For this reason, the red man hired over 20 French and Korean designers.

Li Qunbao, Secretary General of Wuhan clothing trade association, said that although the profits of summer clothing were thin, the frequency of repeated purchases was very high. Loading goods in batches indicates that the brand development ability of clothing enterprises has been strengthened, and it has adapted to the fast-paced business war.

Insiders say frankly that the strategy of bulk shipment is first of all to keep customers fresh, and to prevent peer copying. If the new products are put on the market before the season, they will soon be copied by their peers, but they will not catch up with each other in batches. However, this increases the design requirements of manufacturers, and at the same time, the cost of goods distribution is high.

However, the source said that for clothing sales, the pre selling price is high, and it is a common pricing strategy in the industry that we should get rid of this and sell the goods at a later stage. Segmented new models, to ensure greater profits, not to be discounted sales promotion compression. But the domestic brands that can be used in the form of "fast fashion" are few, not to mention independent experience shops.