"Rising Tone" Four &Nbsp; Clothing And Low Price Say Bye-Bye?

Shopping mall

A failed bargain.

"This checked shirt is a little expensive. Give me a cheaper one."

"No lower."

"The same one I bought before was cheaper than that."

"Now that the raw materials have gone up, the price of the goods is high, and the price can not be lowered."

The above is a conversation with a clothing store owner several days ago when a reporter went shopping for clothes.

Several times the price was not cut, and because it was a favorite thing, it could only be bought at a much higher price than before. clothes 。 To tell you the truth, there are some distressed silver coins.

To catch up with the weekend, it is the season when "cool wind is strong and autumn is strong, and people urge them to change their winter clothes", so about two "girlfriends" go shopping together.

On that day, we had a long shopping list in advance -- cotton shirts, jeans, windbreaker, scarves, autumn skirts, thick stockings, and other beautiful clothes that might attract our attention during the shopping.

We first came to sell. Jeans Before the booth, three people plunged in, took off the dress and tried it on. When everyone had chosen their favorite style, he decided to bargain with the boss with collective strength. But who would have thought that the boss would not give "face". Even though the three of us had to buy 6 jeans, he still insisted that each item was only $20 cheaper. Finally, there was no way we could buy one.

The subsequent buying and selling process was almost the same, almost unsuccessful, and the reason why shopkeepers refused to bargain for us was also strikingly similar.

Originally, we have come to the top of the list, and we have confidence in price cutting. After a few rounds of competition with some of the shopkeepers, we are somewhat frustrated.

"How come the clothes prices have gone up? How can they not be cut down?" several people kept mumbling.

Finally, we can only feel the dried up wallet and a few "spoils" to "return home" as early as possible.

　　 cost Who will pay the bill?

Price is the most talked about topic at present. For apparel industry, the same is true.

Under the influence of various factors, such as the cost of labor, the rise of the cost of the soil, the appreciation of the renminbi, and the soaring of cotton prices, the rise or fall of clothing prices is the most realistic problem facing many enterprises.

"Clothing prices are rising." Jiang Hengjie, consultant of China Fashion Association, is so judgmental.

He further explained: "in the traditional garment manufacturing cost structure, raw material costs account for 60%~75%, and manufacturing cost accounts for only about 25%. Now, the cost of raw materials and processing costs are rising. The rigid rise of manufacturing cost is bound to be passed down to the next link, directly facing the clothing of the end consumers, and it will lose money if prices do not go up. This is the reason for rising prices and the performance of the market.

Liu Lianhong, President of Hebei garment industry association, also said that cotton prices have gone up a bit abnormal. At a previous meeting held by the local association, a number of large textile enterprises said they could not afford such a high cost pressure to raise prices.

Liu Lianhong said: "the upward pressure on prices must be transmitted downstream. Because upstream enterprises, in any case, adjust the product mix and reduce costs, it is impossible to digest such a huge upward pressure on cotton prices.

In fact, according to Liu Lianhong, some clothing enterprises in Hebei have begun to adjust prices. For example, some trousers manufacturers have raised the wholesale price by five or six yuan. As the adjustment is not very large, the price increases have been recognized by downstream enterprises.

According to the "Shishi daily" recently reported that many of Quanzhou's brand clothing enterprises have begun to raise prices. For example, the semi annual report released by XTEP shows that the average selling price of clothing products has increased by 13.9%. "For our clothing products, the rising channel has just opened, raising prices or becoming a trend." A marketing manager at XTEP said.

The upstream cost pressure has been passed down, and clothing prices have become a fixed trend, but this pressure can not be transmitted to the terminals 100 percent, and it is completely borne by consumers.

Jiang Hengjie pointed out in particular: "the price increase is positive, but how much it can rise and whether consumers will accept it is the most important issue for enterprises to consider. If it does not go up, the enterprises will not be able to bear it. Therefore, this degree enterprise must grasp well.

A head of a garment enterprise in Jinjiang also said that the price increase of the terminal retail market is different from that of different enterprises, and their selling and positioning are different, and the pricing power is different. Enterprises with large added value and high profits will not be affected too much by the large increase in cotton prices. However, the impact on export oriented enterprises and small and medium-sized enterprises will be relatively large.

In Jiang Hengjie's view, although the cost increase is a serious test for the clothing industry, it is also an opportunity for the whole industry to accelerate structural adjustment and achieve industrial upgrading. Because market factors will force enterprises to further reform and innovation, improve production efficiency, and continuously enhance brand value-added.

Brand clothing is rising

The rise in cotton prices is like the spread of viruses, first affecting the weaving industry, and then to the printing, dyeing, clothing and accessories manufacturing industry. In fact, in the first half of the year, due to the stock of raw materials, the price of cotton did not appear to be reflected in spring clothes and summer wear. Until the autumn clothing was listed, the phenomenon of "cotton price rising syndrome" was fully reflected.

In the face of rising cotton prices, brand clothing enterprises will also rise, we heard two voices: rising and not rising.

Those who hold the view that dealers and retailers naturally want to pass on increased spending to consumers. For example, Lining, the sportswear brand, announced in June that the retail price of clothing products increased by 17.9% in the fourth quarter.

In interviews with related enterprises, there are supporters of both rising and temporary waiters.

"This year's clothing prices are mainly affected by the rise of raw materials such as cotton." Speaking of two words of price increase, the general manager of a suit brand in Chongqing is having a headache. He said that the cost of raw materials increased by 20% or even more than that of the previous year.

Han Jiaming, chairman of lucky road Garments Co., Ltd., made no exception to the price increase. "The brand of kappin Cote is a leather brand, and now it has raised the price by about 20%. Because our leather clothing is located in the middle and high grade, the consumers are generally accepted for raising prices.

Han Jiaming said that although the increase in cotton prices has little impact on fur clothing, the price of raw materials for fur fur clothing has also risen, and the price of leather alone has risen by 30%.

The point of view of brand enterprises is that the formulation of clothing brand price is a comprehensive factor and will not change because of the change of a certain factor.

Zhao Yan, general manager of Beijing Dahua Tiantan Garment Co., Ltd., speaking of clothing prices, said: "cotton is rising, our domestic brand has not followed the rise. Export prices are very transparent, labor costs, raw material costs, and so on will change with the market changes, so for the final product price rise, customers are acceptable. Because of the complexity of the domestic pricing, and relative profit margins, we are not raising prices because of the rising cotton prices. "

Zhao Yan also said: "many brands choose enterprises to digest the cost rising factor themselves, because the price of mass consumer goods needs the public to accept. Brands do not want to lose consumers due to price increases. Therefore, we choose to sacrifice some profits and make profits to consumers so that we can better maintain relatively fixed consumer groups.

Faced with fierce market competition, many domestic brands are cautious about product prices.

Lv Zhiyong, vice-president of Parker blue, said that Parker did not consider rising prices because of the rise in cotton prices. "We will not directly transfer the cost rising factor to consumers."

"To follow the law of our own" becomes a measure for Parker to cope with the rise in cotton prices. He will pay attention to the market situation and determine his own price system according to the market situation and his own growth pattern. He will not adjust the price of products rashly because of the change of a certain factor. Therefore, the cotton price rises, we choose to digest ourselves. Lv Zhiyong said so, but he did not deny that clothing prices are rising year by year.

As for the impact of rising cotton prices on garment enterprises, insiders pointed out that if the price goes too fast to the price of clothing products, the demand for cotton products will be suppressed. In order to avoid a significant increase in cost, the composition of clothing fabrics this autumn and winter may be greatly adjusted. Clothing enterprises may reduce the proportion of cotton clothing, expand the investment of polyester, water washing and other garment materials, or reduce cotton content in cotton clothing, add more ingredients such as viscose, chemical fiber, polyester fiber and so on. In the procurement process, we will be more selective and choose more cost-effective surface accessories.

On the rise of domestic clothing, the price of clothing in the middle and high grade clothing area in Europe has been reduced because of the decline in the exchange rate. In the autumn and winter, some brands of European clothing have begun to quietly cut prices, some of which have fallen by 10%, but most of the imported clothing prices remain unchanged or slightly increased.

Will the change of import brand price and domestic brand price lead to a reduction in the market share of domestic brands? This also requires careful consideration of the domestic clothing brands and careful consideration of market changes.

In short, clothing prices are rising or not, and ultimately the market has the final say.

Price hike

{page_break}

Four Rising Voices

Beijing, Dahongmen clothing wholesale market. "Wholesale prices of jeans this year have risen by 3.5%~5% over the same period last year, and the average cloth production of jeans has increased by 2~3 yuan per yard," said one wholesale vendor.

Tianjin, big Hutong Tianyi mall. A shopkeeper who sells children's autumn trousers says that because of the increase in the purchase price, a child's pants now sell for 15 yuan, up 1 yuan over last year.

Shijiazhuang, Jinyi City clothing Plaza. A brand agent reluctantly said: "in the past few months, the manufacturer's factory price rose straight. A set of more than 100 yuan of cotton clothes has risen more than ten yuan in one month.

Chongqing, Chaotianmen market. Just now the winter clothes, the same fabrics, now sell at an average price of about 30% higher than the same period last year. "Taking down garments as an example, the cost of processing one piece last year is only about 60 yuan, and the lowest this year is 90 yuan." Chaotianmen garment enterprise association responsible person said.

Xi'an, a large supermarket. A brand of underwear made of cotton has been adjusted from 69 yuan to 75 yuan, and the price of a cotton trousers has been raised from 229 yuan to 279 yuan.

Zhejiang Cixi, three North clothing market. A woman shopkeeper from Hangzhou Sijiqing wholesale clothing market always said: "before the purchase did not feel that there was any price change. After several autumn suits, it was found that wholesale prices rose. A short cotton autumn suit, last year's wholesale price of about 30 yuan, this year to 35 yuan.

Yueyang, Hunan, a wholesale market in the bustling business district of the city. The wholesale price of a cotton long sleeved undergarment is about 15% higher than that of last year. "This pure cotton underwear is 38 yuan a set, up 5 yuan. The underwear was wholesale 9 yuan, now 13. A booth owner introduced.

Haikou, a children's wear wholesale market. Although the discount activities launched by businesses are attracting attention, the wholesale price of children's clothing has increased by 2 to 4 yuan over the same period. The children's wear market is desolate and there are few consumers who come to buy children's clothing.

Throughout China's clothing wholesale market, the price rises are spreading everywhere, from south to north, from east to west, from adult clothing to children's clothing, from underwear to coat.

Not only the wholesale market, but also the climbing of the price tag on clothing prices in large shopping malls is alarming. A major shopping mall in Wuhan, some of the main push cotton clothing brand, the autumn coat is between 600 yuan to 800 yuan, cotton knitted sweater nearly 800 yuan, short cotton suit nearly 900 yuan, all increased by 20% over last year. Look at Tianjin, some of the children's cotton tops in the mall are still below 100 yuan last year, but this year most brands are priced between more than 100 yuan and two hundred yuan. More people are complaining: "go to the department store to buy a sweater, half a month's salary is gone", "an ordinary clothes at five hundred or six hundred, the price of more than 1000 yuan has become" commonplace ".

From the case of Brand Company, the related earnings of some large clothing listed companies also show the fact that the retail price of clothing is rising. For example, the semi annual report released by XTEP showed that the average selling price of clothing products increased by 13.9% (RMB 52.5 yuan); Anta's earnings showed that the price of clothing products increased by 7.1% (RMB 49.6 yuan); the Li Ning Co also announced that in June this year, the average retail price of shoes and clothing products increased by 7.8% and 17.9% respectively in the fourth quarter of this year.

The shop failed to escape.

Since the price of clothing in department stores and wholesale markets is not a bit of a tongue in the face, it makes people feel worthless. Then consumers begin to consider another way.

But when the Volkswagen consumers rushed to the shop with joy, they were disappointed to find that the shop was not able to stay out of the way, but also followed suit. Although the price had not risen too far, it eventually rose.

A shopkeeper who has opened a shop on Taobao for more than a year told reporters that the price has gone up a lot when he bought the goods recently, and he mentioned more than 10 yuan.

"A man's cotton shirt in autumn and winter can be handed in 45 yuan in the first half, but now it has already mentioned 56 yuan." She said.

In order to cope with further price rises and fear that wholesale prices will continue to rise, some clothing store owners began to hoard goods.

Some shopkeepers learned about the price of clothing in July and August, so they consciously hoarding goods. "Most of the goods we sell now are previously stored. It is estimated that the price range will continue to expand in the coming months. A shopkeeper told reporters.

Other shopkeepers, who are usually familiar with a few people, join together to sell some popular marketable styles. On dit.

Behind price increases

The price of cotton, the main raw material of clothing, has been on the rise since October last year. By the end of last year, it had reached 14873 yuan / ton. In early March 2010, it broke through 15000 yuan mark, less than a month's time, and reached 16007 yuan / ton at the end of 3. In June 22nd, it exceeded 18000 yuan. In late September, domestic cotton prices rose daily at a price of several hundred yuan, and cotton prices rose by more than 30% in September. Finally, in September 27th, it jumped more than 21000 yuan, reaching 21255 yuan / ton.

As of October 15th, China's cotton price index has reached 24177 yuan / ton in the spot market. Each of these figures is a refresh of cotton prices over the past 10 years.

At the same time, as one of the components of clothing, viscose staple fiber and polyester staple fiber and other materials also showed a substantial upward trend.

The rise of raw materials can undoubtedly be seen as an important inducement of the price of clothing terminal. Because the cost pressure from upstream is sooner or later transmitted to the terminal sales price. Even if garment manufacturers are willing to digest their cost rise, they can only be regarded as an expedient measure.

In addition to the cost of raw materials, the pressure from the cost of commercial real estate is not small. It can also be seen as another major reason for the rising price of clothing terminals. Taking Hangzhou as an example, the rents of clothing stores in Hangzhou are increasing steadily every year. According to the statistics of local well-known Real Estate Company, the increase is basically between 10%~20%. And some good shops, two or three years doubling has become commonplace.

In the white horse wholesale market in Guangzhou, many businesses have been suffering from rising store rentals. Take a more than 20 square meter stall on the 5 floor of the white horse wholesale market, for example, the monthly rent has risen from 50 thousand yuan to 70 thousand yuan, and this is not the price of the gold floor. The same area has been converted to a good floor and the rent will reach 100 thousand yuan per month.

Another factor should also be seen as the cause of higher clothing prices - rising labor costs. The "recruitment difficulty" which had been bubbling up in the previous period indirectly led to the next "wage increase". In fact, not only is the wages, but now the workers' demands for other welfare are higher and higher, so that enterprises have to pay more financial support to meet this part of the requirements. It is reported that PEAK's expenditure on salaries, wages and other benefits increased from 675 million yuan in 2009 to 1 billion 17 million yuan in 2010. The cost of Anta's employees rose from 237 million yuan to 305 million yuan, and XTEP's staff cost also increased compared with the previous year. This is the case for large enterprises, not to mention the heavy burden of labor costs among many small and medium-sized enterprises.

Exclusive investigation

A few days ago, the reporter conducted a small sample survey on ordinary consumers' perception of recent changes in clothing prices and the consequent changes in consumer behavior, as well as psychological expectations for future clothing prices.

A total of 128 questionnaires were issued, and 104 valid questionnaires were received.

The survey was conducted mainly in middle-income urban youth, mainly in the cities of Beijing, Shanghai, Guangzhou, Chongqing, Hangzhou and some provincial capitals.

According to the survey, more than 70% of the respondents felt the recent rise in clothing prices. More than half of the consumers could accept a very limited price increase. At the same time, more than 60% of the respondents indicated that they would reduce the recent clothing purchase expenses due to the rise in clothing prices, and nearly 60% of the respondents expected to increase their clothing prices in the future.

　　 Specifically, consumers who feel the rise in clothing prices account for the overwhelming majority, accounting for 72.1% of the sample size; 56.7% of consumers can accept a price increase of less than 5%; only 5.8% of the surveyed consumers can accept more than 10% of the price increase; 65.4% of consumers will reduce the recent clothing purchase expenses because of the rise in clothing prices, and 34.6% of consumers say the opposite; consumers who believe that clothing prices will continue to rise will account for 59.6%; 27.9% of consumers believe that clothing prices will not rise, and only 12.5% of consumers think that clothing prices will not continue to rise.