Clothing Sales: Discount After The Price Increase Has Become The Industry'S Hidden Rules.

This year Autumn dress The price of autumn shoes has gone up again. Many brands have already started over 1000 yuan! clothing , Underwear The price of footwear products, clothing businesses have to borrow various channels to alleviate cost pressures. Nowadays, consumers have developed "no discount, no consumption", and "discount after raising prices" has become the most controversial and effective way of sales at present.

Clothing dealers: rising costs but no increase in prices

Compared with the previous years, the price of footwear, clothing and children's clothing almost doubled, and the new clothing this autumn and winter also raised at least 20% of the price. The price of new and new prices in the shopping mall is also raised by one block, which is directly worth 1000 yuan, and some brands are more than 2000 yuan. According to the clothing business, "no way, prices are skyrocketing, factories are clamoring for labor and raw material costs are rising, they are pricing independently, and the price tag can only follow up."

In addition, now consumers do not buy or discount, coupled with the fierce competition among today's clothing businesses, so many brands make special pricing strategies. According to a brand clothing supplier of a department store, every activity in the shopping mall must take part in the whole activity. A few years ago, it lost money due to the sales 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 are listed, will the price be raised. West does not rise in price.

Vicious circle consumers "do not discount, do not consume".

Under the impact of various price surges, businesses, especially department stores, have kept up the growth rate of sales, but 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 forces the shopping mall to further increase the intensity of discount, and form a vicious circle. It also enables consumers to develop a habit of "no discount, no consumption".

Discounting the industry into hidden rules after raising prices

A clothing store businessman said that such a "first price discount" behavior is not a secret in the industry, because the cost of clothing entering the shopping mall is higher than that of the exclusive store, so the sales price of the mall is higher than that of the exclusive store. Nowadays, people like to buy discount items, so that the price of goods can be increased by 30%, and they can be sold for twenty percent off.

Businesses should actively explore the transformation of business models

Nowadays, businesses are doing a lot of promotional activities with discount prices, which, in the final analysis, has seriously damaged the interests of consumers. Department stores should actively get rid of this situation and explore the transformation of business models. For example, we should train professional buyers, increase the proportion of self acquisition, explore a marketing plan that does not discount, and purchase marketable goods according to the needs and trends of consumers. Rational promotion can not only avoid vicious competition, but also enhance the credibility of the whole industry. Reversing the unhealthy trend of false discount and giving consumers the benefits of discount through real benefits promotion, so that businesses can have the power to reproduce.

The Consumers Association said that consumers should be cautious about sales promotion. When participating in promotional activities, consumers should pay attention to the contents of activities, whether the sales lottery is certified by notarization, whether the commodities conform to the specifications and standards, and whether the businessmen are playing tricks on the price.