Thousands Of Shopping Malls Clothing Interest Chain Survey

The workers in the garment factory are working.

Reporters investigate the market clothes, thousands of dollars behind the chain of brand promotion, shopping mall and the high cost of rebate.

Nowadays, a large shopping mall looks ordinary.

Is our taste getting higher and higher? Or is there a price fire behind this price tag? The reporter starts with raw materials, and examines the paths of store selling clothing from the environment's general garment factories to the resplendent high-end stores, and tries to reveal a lot of factors behind the price of clothes.

According to the survey, the price tag seen by consumers in shopping malls is often several times the price of the factory, which is because clothing may go through multiple agent sales links from the factory to the counter, and the gross margin of each link is not equal.

In the end

chain

Raw material cost - 5% to 20%

Opposite the South Gate of Zhongshan University is the Guangzhou Zhongda cloth market. In fact, there are a series of cloth wholesale markets in this area.

There are quite a few garment factories in the Pearl River Delta city to buy raw materials from here.

In a shop in Guangzhou Changjiang International Textile City, the reporter learned more about it.

"Cloth wholesale makes only a small amount of money. In summer, cloth can earn a few cents per meter, which is good. Autumn and winter's fabric is thick and profit is relatively high, but it is very happy to earn 1 yuan per meter."

For more than 10 years, she has been selling cloth for 1 million years, but the profit is only a few hundred thousand yuan.

"In the mall, you can sell 1000 yuan a piece of clothing, if the cost of cloth is not more than 20%, this is already the most exquisite talent for raw materials will be used, in general, 10% to 15% is almost."

Processing fee -- 40 yuan for high-end women's wear

Rubao village, which is not far from the middle and big cloth market, and the village in the surrounding area of the market in the south of Guangzhou Avenue, is crowded with thousands of processing plants.

Huang Jinlun, from Hubei, has been engaged in the garment processing industry for 15 years. He opened a small garment processing factory on the roof of a 5 storey building in maki Road, Dongfengcun, Haizhuqu District, with only more than 20 workers.

In his office there was an autumn dress that had been designed.

"A customer sent it to be processed. The material is good. It's Milan Nissan. They want to go.

"The profit of the processing factory is very low, and the clothes in autumn and winter are rather complicated, but the processing is not more than 30 yuan, mainly depends on the quantity to make money!" Huang Jinlun said, "if you want to take the high-quality high-end line, the processing will usually make the skilled hand do, the work is also careful, the line and the trimming must be attentively, but the price is also less expensive, like the processing of this dress, it is more than 40 yuan."

However, Huang Jinlun said that these workers only have one day off a week and have to work overtime at night, so that the wages of this month can reach about 3000 yuan.

Although all kinds of clothing fabrics are different, the price of processing is different, but in general, until the final factory, this part of the cost is not too high.

Circulation link

The cost is 110 yuan, and the four directions of cheongsam are.

Suggested retail price is 358 yuan.

Wholesalers sell 120 yuan shop for 170 yuan.

Entering the mall is 800 yuan OEM.

Store self matching to change thousand yuan

LILY is the owner of Guangzhou local cheongsam brand "Jun X".

"Design, development, production, wholesale, we are doing a one-stop business."

LILY said.

Except for a few high-end silk fabrics, LILY's

Taking the women's Qipao with pure cotton jacquard fabric in the middle end customer route as an example, LILY gave the reporter an account: the cost of the cheongsam single fabric is less than 90 yuan.

"There are 3 full-time and part-time designers in our company. According to their seniority, monthly wages range from seven thousand or eight thousand to 10000 yuan. The most important part of other expenses is the rent of wholesale stalls.

The cost of such a cheongsam can be controlled within 110 yuan.

The factory price is increased by layers.

Clothing can really earn in wholesale circulation, and the price of these garments will be increased at all levels.

First, wholesalers.

LILY cotton wholesale cheongsam only has less than 10% profit.

"If wholesalers or provincial agents come to pick up the goods, they will mention the price of each cheongsam to 120 yuan, and then send it to the customers below."

However, the final retail terminal of these garments determines their selling price.

If the scattered line is approved by individual shopkeepers, these stores usually only have a profit of 50 yuan per piece, which is about 170 yuan each.

If you enter a store or a large shopping mall, the final price will be determined by "price", which includes brand awareness and shopping environment.

The general brand may increase the price by several times, and the famous brand can even reach ten times.

OEM price rises 6 times.

It is reported that LILY's improved cheongsam, after hand wholesalers and agents, once appeared as a collocation product in a store in Tianhe City. The price tag is 800 yuan, which is about 7 times the factory price, and the label is changed.

Another one in Hua Le Road, which is a familiar business, sells nearly 1000 yuan after its own match.

"If you change it into a brand name abroad or Hongkong, it will be more expensive."

LILY said that once the clothes were taken by the high-end line merchants, there would be some action.

"Walking boutique or shopping mall counters can be sold for about 800 after being OEM.

But the price of 800 yuan is a bit scary, but it is not an arbitrary addition.

Consumers who come to high-end places are mainly concerned with brand and image, and the location of purchase is part of the image brand.

Why are brand clothes so expensive?

Brand image input

In the interview, the price comparison between individual shops and special counters is discussed. It has been difficult for LILY to make big brands in the white horse wholesale market for three or four years.

"Now that the bulk is not easy to go, the profit margins are too small, and the people around them seem to be heading for the direction of the big brands."

She said.

A senior fashion industry insider told reporters that at present, the larger clothing brands in China are selling well, which is closely related to their value-added investment in brand building in recent years.

This person, for example, for example, a well-known local women's clothing brand in Guangzhou, the annual rate of signing models and a number of people went to all parts of the world for two times to produce promotional materials for the season products and made them to consumers.

In order to give consumers more innovative fashion experience, a few larger stores of the brand, or even a small scale replacement with different styles within a year, have reached 5 times. It is said that the decoration budget has reached 2000 yuan per square meter.

The cost of entering the shopping mall is very high.

According to industry sources, the standard of high-end shopping malls in Guangzhou is very high.

The industry also told reporters that some shopping malls as long as the time to pay rent, water and electricity charges and so on.

However, some shopping malls not only require "entry fee", but also demand "rebate" every month.

"Some stores ask for a return of up to 30%, and the mall is the boss of making money."

The industry insider said.

He told reporters: the already well-known and customer groups do not want to enter the mall.

On the contrary, it is not well-known enough, but also advertised as Italy and European brands. It will be keen to enter the high-end shopping malls, because it can sell high prices and attract customers through the fame of shopping malls.