Hang On A Foreign Brand And Dare To Shout High Price -- See How The "Market Leader" Is "Refined"?

Stick to the strange brand of "brand" that people can't understand, then rent a counter in the front line shopping mall, so a suspenders vest can also sell more than one thousand yuan.

No one knows clearly. "

Phenomenon

The value of a brand is doubled.

"At the door of the mall, a little skirt, it also needs two thousand yuan, I really don't know why."

Ms. Fu of Hefei said that the clothes that she and her 9 year old daughter were basically buying in some "civilian" shops, but the reality is that the adult clothes in the street pavements are not cheap now, so long as they are called "designer works", the prices are almost the same as those in the shopping malls, and some are even more expensive.

Several large cities in downtown Hefei

An aunt who was buying clothes with her daughter was "really up" with the shopping guide, and asked the daughter of a fur coat that he could not buy. He asked if it contained no wool.

Aunt did not agree, "I want to buy clothes.

Golden section of the "Wang Pu" inside, three hundred or four hundred yuan a vest or vest can also be "no price" to sell.

Clothes seem to be "honorable" with their shopping malls and sections. No matter they do not know "brand", they are sold at the price of famous brands.

Track

How many layers of skin should I wear for a dress?

Why does a 100% chemical fiber material cost two thousand yuan or more? This not only makes the aunts unthinkable.

How much cost does a piece of clothing contain and how many people profit? Many people have such doubts.

"In the price of clothes, the market rent should be the largest part."

Miss Wang, who ran a clothing store in a small shopping mall in Suzhou Road, told reporters that "six or seven years ago, less than ten square meters of counters, the monthly rent has already been three thousand, and it is not a high-end department store, it is a low-end shopping mall, and there are also utilities and so on."

According to her, some of the "high-end" fashions are shipped by the head office to all the agents. Most of the middle and low-grade garments can be delivered to several famous clothing wholesale markets in the country. No matter what kind of purchase channels are available, the price of the clothes of general quality is within 100 yuan, and the materials with better quality will be slightly more expensive. For example, a silk skirt can be priced at two hundred yuan, but if the brand is posted or the store is entered, it will be two thousand or three thousand.

"There is a cotton padded jacket, the price of 80 yuan, I sold more than 400 yuan, in such small shopping malls, small shops, how much money you can earn depends on whether you dare to ask for a price."

This is a relatively simple profit model. Most of the clothes entering large department stores contain at least four interest chains.

Where are the cheap clothes of the shop? Because there are less than four "Zhou Zhi skin" in the middle.

Mr. Guo, a senior women's wear shop owner, told reporters that the "brand" clothing entering the shopping mall now has to go through at least four levels of exploitation: the head office, the first tier agent (15% profit) -- the distributor (15% profit) -- the shopping mall (30% profit).

For example, selling a dress of 1000 yuan, making 50 percent off of the activity in the shopping mall is 500, the first agent should take 500 x 15%=75 yuan, the dealer takes 75 yuan, the shopping center takes 150 yuan, so 500-75-75-150=200 yuan, the brand business must have 30% profits, 200-60=140 yuan cost, that is to say, the store sells 1000 yuan of clothes, the ex factory price is 140 yuan.

Truth

Seventy percent off, eighty percent off is still profitable.

Acting for a brand dress in Xiamen, Miss Chen first hired a shop in the middle of Changjiang Road. It was also regarded as "Wang Pu". The area was not small. The decoration inside the shop was very attentive, but in any case, the business was not good.

Finally, they moved to the bazaar of the mall.

"Every day sells well, making clothes or entering the mall."

But now the standard of high-end shopping center is very strict.

After entering, it is necessary to conduct a rigorous assessment of brand sales. If the brand is ranked at the end of sales for several months in a row, it is likely to be "discouraged".

Some shopping malls only require payment of rent, utilities and other fees on time.

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

"Most of the high-end shopping centers now have a rebate rate of 30%. The specific points depend on the strength of the department store and the strength of the brand.

Mr. Guo said, "shopping malls are the biggest winners."

A floor manager of a large department store in Hefei told reporters that in some developed cities, most brands with high popularity and customers with stable customer base do not want to enter the shopping mall. Those who like to enter the shopping mall are those who are not well-known and who are branded as Italy and British brands, because they can use the fame of the shopping mall to "package" themselves and sell high prices. But in Hefei, as long as they have done previous consumer habits investigation, even a very famous brand will first choose to enter the shopping mall, because the risk of "self integration" is very great.

Some of the "individual shops" on busy roads are also successful, but most of them are still feeling "difficult times".

The owner of a clothing store that just went out on the Red Star Road said that all the year round, it was hard to earn thirty thousand or forty thousand, but if it had the strength, it would be most comfortable to be a brand agent.

"Now we can enter the senior department store brand, the franchise fee will be tens of millions, but there is basically no risk. The clothes that can not be sold can be sent back to the company."

Nowadays, the clothing in the mall is playing thirty percent off, and the customers almost have to "feel grateful". Under half off, basically, they will cause crazy rob. Seventy percent off eighty percent off, almost like a free gift.

And Mr. Guo said, "85% off of the clothes in the mall can still be guaranteed, and seventy percent off eighty percent off still earn money.

In general, the merchant will not do it.

Besides, now there are brands in the mall that have not been seen before, especially those who have come here for discount. They basically stick to a fake brand to make up for their lack of money, and sell their clothes with the popularity and brand of the mall.

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Misunderstanding

When you see a foreign language, you will pay a high price.

There is a tangible profit factor, and in the composition of the price of clothing, there is a potential huge and still growing invisible factor -- the consumption misunderstanding.

"English is a big card, expensive is good", so the concept of consumption condoned on the other hand and even boosted the rise of the price of "brand clothing".

"Pricing is also a business strategy."

Miss Wang said, "clothes are more expensive every year, and another reason is that domestic clothing brands are competing for the" high-end line ". Sometimes the price is more" international "and the better they sell.

In some shopping malls, the brands of a counter are all English which can not be understood. Most of the garments produced in Jiangsu and Zhejiang are packaged as "foreign brands", and then they are labeled "international brands". Surprisingly, they are not worried about marketing.

According to conservative estimates, about 30% of the clothing brands in department stores are "fake foreign brands".

Another way of saying that, in pursuit of higher profits, shopping malls also favor higher priced high-end brands.

"The shop I was in that year, because I was embarrassed to open up a high price, closed down in less than a year."

Miss Wang said that since she had "experience", she had a much more rational view of consumption.

"Two thousand or three thousand yuan a piece, Christmas can go to Hong Kong and Macau can buy a real big card.

The key is that the quality and price of these "fake brands" are disproportionate, many of them are crude and expensive.