Why Is Supermarket Costumes Embarrassed By "Chicken Ribs"?

Spring and summer in Wenzhou Lotus Supermarket clothing "The festival" and "Mart store discount" at the mart supermarket, as well as shopping malls, are selling seasonal promotions on an irregular basis. A set of household clothes 29 yuan, a casual pants 19 yuan... Compared with shopping malls and franchised stores, the prices of clothing in supermarkets are lower and lower, but sales have not brought market returns to merchants, and they are facing embarrassment of "chicken ribs".

The dilemma of "doing" and "not doing"

At the beginning of this year, the concept of "one-stop" hypermarket was put forward by Wenzhou lotus and mart Mart. We can see that there are many varieties of clothing in supermarkets, including infants, children, adolescents, middle and old age, and so on. The price is basically concentrated in 39.90-69.90 yuan. Lotus supermarket even took more than 2000 square meters of the 2 floor to display clothing. It should be said that the clothing area of Wenzhou supermarket is the largest, and there is a desire to compare with the clothing market. However, the consumers in Wenzhou do not seem to buy it. The clothing areas of other supermarkets also seem to be left behind.

It is understood that Clothing sales At present, the proportion of sales in the entire supermarket is very small, like supermarkets such as mart and big world, there are more than 40 manufacturers of clothing, but sales account for only 5% to 8% of the sales volume of supermarkets.

"Clothing sales account for a large number of supermarkets, but no corresponding sales." Zhu Anbang, assistant manager of the World supermarket, reveals the frustration of businessmen. He said, now everyone advocates "one-stop" consumption, the supermarket is developing towards diversification, and selling clothing is a direction of business expansion. But nowadays, the competition in the entire Wenzhou clothing market is fierce, and the performance of the supermarket clothing area is not good. It is really a dilemma between "doing" and "not doing".

The clothing store on the street is too strong.

 
"There are too many choices to buy clothes in Wenzhou. There are shopping malls, specialty stores and street shops." Asked why supermarket clothing sales so deserted, almost all supermarkets have given this answer.

It is understood that the current supermarket sales are mainly low price. Clothes & Accessories And this kind of dress can be bought at any wholesale market in Wenzhou, such as the Huanglong clothing market, the front clothing market, etc., and the style update is much faster than that of the supermarket. In addition, some shops like Chengxi street, Cao Xianxiang and Deng Jian Fang will also do some discount or promotional activities in order to attract popularity. Besides, the clothes there are more fashionable. They are generally the most popular styles of the season. As for the price, it is also one hundred or two hundred yuan, such as summer clothes are cheaper, most of them are in dozens of yuan, but also can bargain, it is easy to buy good and cheap clothes.

Yang Weiling, assistant manager of the Mart store in Europe, said frankly, "if the clothing of the supermarket is also updated with the speed of the street store, it will not be hard to sell, but now the supermarket will have new products on average for 1 months. It is almost impossible for a small store like that. From purchasing to rack, clothing will have to go through one procedure and shorten the process. The operation of supermarket will be too cumbersome."

Foreign purchases are not pleasant.

Besides the slow updating of the style of supermarket clothing, the supermarket supermarket's foreign shopping is also the main reason why supermarket clothing is not suitable for consumers' appetite.

Jin Jian, director of the men's clothing department of Lotus supermarket, introduces that the store with the best sales of clothing is Yang Gao Nan Lu, which sells 5-6 times as much as Wenzhou store in the lotus store supermarket in Shanghai. According to his analysis, the supermarket clothing is mostly Jiangsu, Shanghai, Hangzhou and other places brand, the style is not suitable for Wenzhou people, so the purchase crowd is basically outside the main people, the main thing is the low price.

Similar to the situation of lotus in the early years, Wenzhou Century Lianhua also had the same situation. According to the introduction, the sales volume of Wenzhou Lianhua garment in the first quarter of this year dropped by about 10% compared with the same period last year. The supermarket clothing area leader Sheng Qiao Rong said frankly, making supermarket clothing is more and more confidence. The main reason for the decline in performance is supermarket clothing procurement. He explained that in the Century Lianhua, Hangzhou brand clothing accounted for 70% of the total clothing, Hangzhou style and Wenzhou people's clothing style is still different, and the acceptance of people is limited. At the same time, Mori Hashirong also said that next will adjust the clothing area, will introduce some native Wenzhou. brand And this will serve as a focal point for adjustment.