Consumers Sigh That The Discount Of Shopping Malls Is Getting Lower And Lower &Nbsp, But Clothes Are Becoming More And More Expensive.

Near the end of the year, the retail market under the online and offline market has long been filled with smoke. The aftertaste of Yintai 11th anniversary celebrates to the people of Yongcheng has not yet dispersed. Taobao's "double two" sales promotion will come to the surface again, attracting blood brothers.

"Last year, I worked with my colleagues to get to the highest level of 10000 yuan in the mall.

Did the price of clothing and merchandise in the mall really be expensive? Yesterday afternoon, the reporter visited 5 shopping malls near the east gate. It was found that the price of the ordinary brand clothing in the shopping mall was basically three figures in the previous two years. Now a thin wool sweater and a pair of single leather shoes were picked up. The price is mostly above 1000 yuan.

"The price of the new winter clothing this year is 10%~20% higher than that of last year. Now the average price of the wool coat is around 3000 yuan, and the down coat is generally over 4000 yuan."

Two hundred the person in charge of a women's clothing brand told reporters that the price rise of winter clothing is the overall trend in recent years, and the price of almost every brand has gone up.

The reporter saw a gray mid long suit collar coat of a Korean women's wear brand. Last year, the price was 1098 yuan. This year's style is to add a black selvedge on the collar, with a price tag of 1498 yuan.

Why did the price of clothing products increase significantly this winter? Reporters asked many brands and clothing manufacturers, "cost increase" is the most mentioned factor for all respondents.

"The price of wool like this year is at least 10% higher than that of last year, which is only one of the costs, and labor costs, logistics costs, marketing costs and other gains are even bigger."

A clothing brand operator told reporters that the clothing industry is a labor-intensive industry, like workers on the assembly line last year, the average monthly salary of more than 2000 yuan, this year has risen to more than 3000 yuan.

Settle accounts

The price is 5 times the price of raw materials, and half the price will be lost.

Even if the cost of raw materials is rising, it is an indisputable fact that many people can easily imagine that for a garment priced at several thousand yuan, the proportion of production cost in clothing pricing should be small. Then how does a garment come from the manufacturer to the market?

Ms. Zhang is engaged in women's clothing sales for more than ten years. Now he is responsible for the operation of 3 clothing brands in Ningbo's shopping malls. She dissected the price of a garment to reporters. "If the cost of raw materials is 100 yuan, the price of the store is at least 5 times that of the raw material price, that is 500 yuan. If the brand is quite influential, the price to the shopping mall should be at least 8~10 times.

You may think that this is a huge profit, but it is not the case. Now many discount stores are below 50 percent off, and if a price tag of 500 yuan is sold by 50 percent off, it is very likely that businesses will lose money.

Looking at the eyes of reporters puzzled, Zhang continued to explain to reporters: "500 yuan clothes are sold at half price, that is, 250 yuan, and the shopping mall's buckles plus promotional fees should be taken away about 30%.

Each clothing brand needs operation cost. Whether it is a trusteeship brand or a direct brand, the operating cost is about 15%, and the two items add up to 250 yuan clothes, which is 45%, or 112.5 yuan.

This 250 yuan clothes to the manufacturer's hands only 137.5 yuan, remove clothing material cost 100 yuan, manufacturers get 37.5 yuan, the 37.5 yuan factory to pay the factory, tax rates, advertising costs, do you think there is still money? "Zhang said that according to such an algorithm, a dress 40 percent off or so basically guaranteed, 7~8 fold business has earned.

A comprehensive discount point of clothing shopping center is around 30%. Is such a discount point too high? "The money in the mall is not good enough to make money. Ningbo has opened so many new shopping malls in recent two years.

An emporium department manager told reporters that the buckles in the shopping mall were mainly based on their own cost. Apart from the large cost of rent, labor, advertising and marketing, the most obscure water and electricity charges were a lot of expenses. In a 15 thousand square meter shopping mall in Ningbo, the annual water and electricity charge needed to be paid is about 3 million yuan.

Reason

Business customers suffer from "discount dependency syndrome".

Since the discount is too low, it is easy to lose money. Why does the promotion of shopping malls not increase?

"The clothes that just come up in the shopping mall are rarely bought, and the items that are higher than the 5~6 discount do not buy. It is really too expensive. Maybe it will be 4~5."

Ms. hung, who is shopping at the mall, said.

In the interview, reporters learned that there were quite a few consumers who had the same idea as Ms. hung.

The head of a shopping mall planning department in Ningbo said that the discount was only carried out on a certain Festival, such as new year and season changing. Since the 2008 financial crisis, the discount wind has become increasingly fierce. Every week, every shopping mall is having a discount.

Correspondingly, the new clothing has just been listed on the 8~9 discount, in addition to the brand price of the edge of individual stores is relatively strong, most brands to the end of the season or season, 3~4 discount discount is not uncommon.

"It is too many discounts that cause consumers to" do not discount, do not buy "mentality. In previous years, many of our shopping malls don't take part in brand shops. We can see that when others discount, people are at the height of their popularity. They are cold and cheerless, and few brands can live in HOLD.

The head of clothing department of a shopping mall told reporters.

In addition, some shopping malls in Ningbo carry out the last knock-out system. Most of the contracts are signed for half a year, and some stores have a bottom guarantee for the sales of brands. If the contract sales are not up to the standard, the brand owners will have to make up their own sales at the end of the contract. This is also an increasing number of brands that have taken part in large-scale promotional activities in recent years.

"In fact, it is hard for a brand to make money, so it is difficult to consider the sale of a garment or a season's clothing."

Ms. Zhang told reporters that many new clothes brands entering Ningbo are not just looking at sales volume. They also want to enhance the brand's influence and popularity. This is why some clothing brands have to enter the shopping mall with a leading position in a region even if they pay money. The brand may not make money in the counters of the shopping malls, but it has made profits in the development of the county and municipal market.

Sales promotion is frequent and discount is getting lower and lower. This makes manufacturers set aside discount space when pricing new products, and the price of some commodities is also high.

Insiders say that the phenomenon of higher prices has been going on for several years. In addition to factors such as inflation and rising costs, the increasing intensity of sales promotion is also a major reason.

proposal

Avoid vicious circle, shopping mall should seek differentiation.

"Merchants are not popular without discount. Brand labels use high prices to cope with increasingly frequent promotional activities. On the one hand, consumers have formed psychological expectations in the face of business intensive discount promotions. On the other hand, they think commodities are too expensive to pay for them without discount. The result is that commodity discounts are getting lower and higher, and prices are getting higher and higher, and the whole retail chain has entered a vicious circle."

Professor Zhong Changbiao, Dean of the Business School of Ningbo University, believes that discount sales promotion is a competitive means of the market economy. This can attract the attention of consumers, drive other consumption, and enlarge the consumption effect, but the frequency of promotion and promotion effect are not necessarily proportional.

For clothing commodities, rising cost is an indisputable fact. In the face of fierce market competition and consumers' excessive dependence on discount, the market can only ensure the growth of sales volume by discounting the discount, and according to the normal gross profit, the market and brand can not afford such a high discount, which ultimately leads to the high price of goods.

"This vicious cycle has led businesses and consumers to have a" discount dependency ". The reason is mainly due to the fact that the homogenization of Ningbo shopping malls is more serious and the rate of brand overlap is relatively high, which makes businessmen can only make more use of price means when they compete.

To solve this problem, seeking differentiation is a way out.

Professor Zhong Changbiao said.