Chen Peng: What Does Designer Clothing Brand Bring To Us?

The world can be in

I used to chat with many small business owners who do foreign trade in China. They often say, "I have the channel to sell goods, and I want to sell more products with strong sense of design."

So I asked, "what price do you know about the wholesale price of these channels?" the other side said, "at about 100~200 yuan, there are occasionally more expensive ones."

So this dialogue is difficult to go down.

The advantage of foreign designer brand is to attach great importance to the sense of design and quality. Because there is not enough capital to invest, designers often work hard, not only to design, but also to print and sew, and to manage business.

Therefore, there are only a dozen or so sets with fewer styles per season, but there are dozens of them.

If you are lucky, the number of orders is much higher, which means that the style of the next season can be increased. But when the order is small, the brand can be aborted any time.

It is precisely because the output is small, the cost is naturally high.

For retailers who are accustomed to foreign trade or low cost domestic products, the price of international designer brands is difficult to accept.

The purchase price is already higher than the previous selling price, which is the biggest challenge for foreign designer brands to enter the Chinese market.

The number of consumers who are not without demand, but needs, is far from the number of consumers who are accustomed to consumer goods.

So for retailers who are businessmen, it is hard to balance the problem of earning easy money or meeting the growing demand of small crowds, making personalized shops with more taste, or just not having too much risk to do business.

A super fan of Japanese brand recently opened a buyer's shop.

In the past two years, he has always dreamed of buying a buyer's shop, and accumulated experience and connections in retail business as a foreign trade store in Xidan in the early years.

Seeing that he loves Japanese brands so much, I have introduced many relations to him.

Shop is open, brand is also some famous Japanese designer brand, the products are all over season products.

Because the things are good, and the Chinese people do not know the Japanese brand well enough, so the shopkeeper thinks the season is unknown, but the price is not different from that of the season.

Such operations can be maintained for a while, but not for a long time.

It is not a healthy buyer shop model.

In order to control the price of goods, only to enter the operation of second-hand goods, and after consumers' awareness of brand is increasing, the trustworthiness of shops will gradually decrease.

Another case is also a buyer's shop, but the way of doing things is different.

Shopkeepers have a very strong European brand purchase channel, but they do discount products in season, and they are all well-known international brands.

Although sales remain good, but because what goods are sold to others, the product is not broken, or the style is not classical enough.

My advice to him is that under the premise of ensuring profitability, we should start trying to make some good designer brand products to gradually change the impression of store.

The only way to make money by selling famous brand discount is not a new operation mode, especially when the shop starts to make famous brand discount.

All of a sudden, we are going to be a pure buyer shop, and all the brands we do are unknown brand designers.

But in a step-by-step way, some famous brand products can be used to stimulate consumers' interest in shops. Then, the concept of goods selection is gradually influenced by consumers' perception of goods. I believe that the sensitivity and acceptance speed of consumers should not be asked.

Most famous international luxury brands have entered the Chinese market, and mass consumer brands occupy a large market in the short term. At present, what we lack most is the intermediate grade products with quality, strong design and moderate price.

The increase of such brands is the most effective way to change the two extremes of Chinese clothing consumption, and it is also a way for the international community and the international fashion industry to radically change their views on China's fashion industry.