The Price Of Clothing Is "High" Because Consumers Have No Discount Or No Purchase.

Line up the elevator, queue up for clothes, queue up to pay the bill, queue up for toilet......

Last weekend, the east gate set off 68 hours of crazy discount shopping. Only the Dongmen Maoye department store on Saturday, Sunday, two days, the passenger flow broke millions of people! Miss Cai, miss white collar, succeeded in "shopping" and went home tired to find the "spoils". Then it was discovered that the price of the discount now was almost the same as that of the two or three years ago.

Consumers are puzzled: How did they fight 70 percent off?

Shopping in the store is too hard.

"This year is really selling crazy!" every year the East Gate business war, more than a year sales! Last Saturday night at 9 o'clock, the East Gate Middle Road is full of traffic, traffic jam.

When reporters came to Dongmen Maoming department store, they found that there were too many people in and out of the shop. They could hardly enter through the main entrance.

On the first floor of the mall, cosmetics, clocks and jewellery are mainly sold. As a result, OLAY, L'OREAL and several other cosmetics brands and EBOHR watch brands have joined the activity of "1 to 1.4 times" (29% off). These counters are almost crowded, and queues for picking up goods are blocked.

And other counters such as FANCL did not join the discount counters, but few people asked for it.

The reporter queued up the escalator to come to the two floor of the shoe cabinet. When the reporter tried to choose a shoe cabinet, he found no seat at all.

"There are too many people. The time for queuing up for the toilet is almost the same as that of the check," the reporter met on the 10 floor, Miss Li, who was carrying several bags.

She said wearily, "there are so many people in the toilet. I walked from the 4 floor to the toilet on the 10 floor, and it was 15 minutes."

Many salesmen are standing on their chairs shouting and conveying what customers need, buying clothes to line up, trying clothes to line up, and many shoe holders even have to queue up to buy goods. There is a special counter sticking to "open orders for more than 2 hours without paying for the goods."

"Too many people have picked up two pairs of shoes in the morning and queued up for more than an hour."

Miss Wu said that although the purchase of 50 percent off goods, but it is too hard.

feel

"Grab" very hard, really picked up cheap? "This year's autumn clothing, autumn shoes have gone up again! Many brands have started a thousand yuan!"

She recalled that before 2005, most of the brand shoes were priced at around 300 yuan, and then increased all the way, from five hundred or six hundred yuan to seven hundred or eight hundred yuan. Last year it was soaring to a critical threshold of 900 yuan. This year, it will directly break through the 1000 yuan mark, and some brand boots are more than 2000 yuan.

Clothing also makes consumers feel that the price is obvious.

In the past, ordinary brands in shopping malls were mainly based on three figures. Now they can pick up an unattractive sweater. The price may be over 1000 yuan.

"70 percent off is not cost-effective, and the clothes in the domestic market are too expensive, which is more expensive than foreign countries!" sighs Miss Zhou, who often goes shopping in Hongkong and abroad. Although the shopping mall has sold as low as 70 percent off signboards, the price of domestic clothing is even more expensive than that of Europe and the United States, which generally recognized high prices.

"In London, 40 pounds (about 400 yuan) can buy discounted international first-line brand BURBERRY dress.

But in the domestic market, the price of buying at least one piece of the domestic second-line brand known as the discount is really baffling.

A person in charge of the store who did not want to be named admitted that the price of footwear, clothing and children's clothing almost doubled compared with the previous years. The new clothing in autumn and winter this year also raised at least 20% of the price.

"No way, prices are skyrocketing, and factories are clamoring for labor and raw material costs to rise. They are pricing independently, and the market price can only go up."

However, in addition to labor costs and raw material costs, it also has a lot to do with discount in recent years.

"Now consumers do not buy or discount, and the competition in Shenzhen shopping malls is so fierce that many brands make specific pricing strategies for the Shenzhen market."

A supplier said that every activity in the shopping mall should take part in the whole activity. A few years ago, it lost money because of participating in the promotion activities of a shopping mall. "Entry fee", "shopping mall button", shopping mall rentals, and all kinds of "public relations fees" must be included in the price of clothing. Only when the new products were listed, the prices should be raised.

{page_break}

Most consumers "

Although the shoppers came in a rush, reporters randomly surveyed 20 customers at the scene yesterday, and 90% customers, especially middle-aged housewives, said they would reduce the consumption of consumer goods in department stores under the situation of rising prices this year.

But twenty or thirty year old single women are not very sensitive to this.

In the interview, more than 80% of consumers said "no discount, no consumption".

In July this year, the Shenzhen retail trade association released the "report on the development of chain store operations in 2009", pointing out that, under the impact of the financial crisis, businesses, especially department stores, have maintained the growth rate of sales, but at the same time, they have pushed up the prices of brands.

Because the branding price is too high, no discount can not return to the true price. In turn, it will force the shopping mall to further increase the discount rate, form a vicious circle, seriously damage the credibility of the whole industry, and let consumers develop the habit of "no discount, no consumption".

Too frequent commercial promotion has caused Shenzhen retailers to turn into a vicious circle.

Some businessmen revealed that last year, zero Association convened the city's major shopping malls to reach an agreement on the whole.

However, the industry pointed out that the CPI index has remained high this year, and the prices of essential commodities such as grain and oil prices have risen. The consumption expenditure structure has changed, and the proportion of expenditure on clothing and entertainment has declined.

The rise of CPI has directly affected the sales performance of department stores, and the proportion of irrational consumption components is increasing.

In order to stimulate consumption, businesses have resorted to discount measures, which is caused by the butterfly effect of CPI rising and high pressure.

Since July, Hai Ya general merchandise has launched 1 to 3 large scale promotional activities to break the market calmness.

Businesses in depth promote profits without losing money.

Reporters in the 8 years of Dongmen commercial war interviews, you can hear businesses shout "no money to earn", "just earn a popularity."

So, is a businessman really losing money?

Li Changrong, general manager of Maopai operation management center, made the first report to reporters: "no gross profit this year", making sure to make profits and strive to double profits than last year! He revealed that earlier years of activities had seen a "loss of money", taking last year's activities as an example. At that time, several famous cosmetic brand activities such as OLAY were immediately stopped. It was a loss of too much calculation. At that time, ONLY and VERO MODA some clothing brands also lost 12 points.

However, there will be no compensation for the overall calculation.

Some brands say that consumers and counters are not the biggest winners, and the biggest winners should be businessmen.

An industry insider who has worked hard for many years in the department stores told reporters that the biggest pressure from department stores such as clothes comes from inventory. "Only a large amount of money can be made to earn more."

And this kind of activity can help the cabinet to take a lot of time in a short time.

The advantage of the mall is that it can gather a large amount of money in a short time, but the shopping mall will be able to charge for a period of time, a short month, long for half a year.

"Cash is king, shopping malls can use these large amounts of cash flow to invest in other projects such as real estate. This is also one of the real purposes why shopping centres are keen to engage in such activities."

In addition, through sales promotion activities, shopping malls can attract consumers into shopping malls with low discount promotional efforts to buy goods that are actually more profitable, thereby improving the overall profit of the mall.

Insiders also said that the mall concentrated at the end of the year to engage in large-scale sales promotion, and in order to impact annual sales performance, especially for some listed companies, the performance report should be done well. The reporter learned that, taking Maoming Dongmen Inn as an example, last year's annual sales performance was more than 1 billion 200 million, while the "68 hour business" sold more than 200 million and two days to create 2 months' performance. According to the latest statistics of this year's activity, as of 6 o'clock last night, the sales of the same store grew 50%.

Li Changrong, general manager of Maofeng operations management center, said that in this sales promotion, counters and businesses are making money.

"Just before doing such a promotion, there are suppliers who have lost money in the negotiation rate because of the new approach.

However, the manufacturers are smart now, they are very precise at the point of deduction, and they can also use the activity to cash in cash and return the funds to win the win-win situation.