"100 Yuan" Winter Boots Are Hard To Find.

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Boots price

Three years of "three jump"

Yesterday afternoon, there were dozens of high-end shopping malls in Xinjiekou.

On the shelf of a brand shoe, the price tag of a boot is 3680 yuan, while the other one is 2280 yuan.

You should not shout too expensive. It has no discount activities, and at most you use the membership card of the mall to make a 12% off.

"The price of this boot is three jump, higher every year."

Ms. Lin, who was shopping, sighed directly at her boots. "It was bought the year before, when the original price was less than 1000 yuan, and the price was 500 yuan after the discount.

I thought it was too expensive at the time, I thought I would reduce the price later.

Unexpectedly, last year's boots had to be close to 1000 yuan, not to mention that the price of this year's boots has been "two thousand" and three thousand of the price is everywhere.

"I can't afford to wear it!" there are quite a few women who love beauty because of this surging "rally". Many reporters have also found in their interviews that boots are the biggest public enemy of all people compared to daily purchases of consumer goods such as bags, coats and cosmetics.

Shoe market this year

Not as good as before

In fact, high pricing does not allow all enterprises to earn a full pot.

In fact, many consumers have already said "no" to high priced shoes.

"The sale of shoes this winter is obviously not as good as in previous years."

According to the director of the leather industry association of Nanjing, because of the overall price rise this year, people's spending is also cautious, coupled with the promotion of the price of shoes, resulting in the current sales situation is not very good.

In addition to the large brands' sales volume being affected by different degrees, some small brands are decreasing orders.

"Wenzhou and other leather shoes manufacturers in many areas, there has been a small factory" collapse tide. "

"Not all shoes are priced at a high price."

The official said that in some supermarkets or grocery markets, cheap and cheap boots can also be found.

He also suggested buying boots should wait until next January and February. "When spring comes on the market, winter will soon be in season. In order to sell as much as possible, we will definitely offer the best discount at that time."

Price of artificial leather

Why is the price of shoes rising steadily? The explanation of manufacturers is that all costs are increased.

According to the "thousand degrees" brand related personages of the beautiful China Enterprise (Nanjing) Limited, the labor cost and the rising of leather raw materials are the two "big heads" that the cost has gone up this year.

Because of inflation in recent two years, the wage increase of workers is obvious.

Like the first-line operators, the monthly salary in the past thousand yuan is now up to 1600 yuan, and no one is willing to do it. "Because the original wage base is small, the increase is relatively large."

Another reason for the rise in prices is that they are not tied to raw materials.

The prices of raw materials such as sheepskin and cowhide increased by 15% to 20%. "As for sheep shearing materials, the price is doubled."

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R & D costs are improving

In addition to the above two price increases, the cost of research and development of products is also improving.

"Recently, some international brands such as Miss Sixty and EQIQ enter the mainland market. They have advantages in style, and we can not lag behind naturally.

It can often be spent on product research and development, often consuming 10 kinds of manpower and material resources. Finally, only 2 products are put into production.

This person said.

Speaking of R & D products, we must put up stickers.

Many people often find the same style on different shelves when they go shopping.

In fact, shoes themselves are exactly the same, but the brand LOGO of shoes is different.

"This is the production of" OEM ".

The so-called OEM is that the enterprise does not have its own R & D department, nor does it directly produce, but entrust another manufacturer to produce its own brand.

The styles of these shoes often imitate international brands directly.

There is no question of R & D expenditure for this kind of OEM shoes. "

Insiders introduced.

The admission fee has gone up.

Mr. Lee once worked as a marketing promoter in BELLE company. According to him, the price of shoes is getting higher and higher, which is also related to the high cost of admission.

"In general, stores have to take profits from the sale price of goods 20%-30%."

A pair of shoes has a profit margin of about 40 percent off. Take a pair of 2000 yuan women's boots as an example, its cost price is about 800 yuan, "profit segmentation has two pieces, one is the production enterprise, and the other is the retail terminal, that is, the shopping mall."

Under normal circumstances, there are two modes of cooperation between the women's shoe cabinet and the store, which are the return point of the business and the payment of the rent.

"The rent is rising in the last two years, and this will naturally be taken into account when the business is priced."

Shoes and shoes counters occupy a golden berth because of high profits?

Consumers do not buy the explanation of "cost increase and market rent".

"The profits of shoes must be very high, otherwise all stores will not put their shoes counters on such a" golden section "on the first floor.

For consumers, the head of a shopping mall in Zhongshan North Road said the shoe counters were in a prominent position, and profit margins were not the only factor.

According to its explanation, customers have relatively strong randomness in buying shoes. If they are placed on a higher floor and are not convenient to purchase, they are not conducive to promotional activities.

Moreover, shoes are one of the products that women often choose to buy. Putting them on the two floor of the first floor can attract a lot of trying people. This can also make the popularity of the shops look strong, and then attract more people to drive the sale of other products.

"Therefore, shoes and boots counters in major shopping malls are usually located on the two floor of the first floor."

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Are frequent discount promotions because the price is too high?

More consumers believe that the price of shoes is too high.

Because every time the mall performs activities, the number of shoe counters is the most discounted. "Why not discount prices frequently?"

Recently, two major shopping malls in Xinjiekou have launched a promotional campaign of "98 yuan to 100 yuan", and most of the shoe counters in the mall have participated in this activity.

You can get a discount of almost half off if you buy a pair of shoes.

Clothing counters, less than half of them participate in promotional activities, and cosmetics and other counters do not participate in shopping activities.

Why does the mall always take shoes to promote sales? According to the director of women's shoes products of a shopping mall in Nanjing, the price of these products can be adjusted considerably.

"Many customers have the habit of" no discount, no buy ", so enterprises will consider these factors and adjust the price when pricing.

Different city discounts are different from people.

"Consumers across the country like discounts, but our shoes have different discount habits in different cities."

According to a person from a brand shoe manufacturer in Nanjing, the discount rate in Wuhan has always been relatively large, and the discount of shoes can generally reach about sixty percent off.

The discount rate in Nanjing is much smaller, usually between six and thirty percent off.

But no matter how many discount, the final actual paction price is basically the same.

"The same pair of shoes may be priced at 1000 yuan in Wuhan and priced at only 700 yuan in Nanjing.

Sixty percent off pairs of shoes in Wuhan are 400 yuan and forty percent off yuan in Nanjing is 420 yuan.

It is not hard to see that shoes do have a lot of "water" in pricing.

From this we can see that the high price of shoes has fallen into the "vicious circle of fixed price - discount and high price".