Unscramble The Price Of Clothing Industry: Who Has Hurt The Price Of Clothing?

Whether at work, or at home on weekends, express It's what Cui Ying does every week. Of course, Cui Ying is not a courier dispatcher, she is only living in Beijing ordinary people. In the summer of 2010, Cui Ying told her colleagues that after selling 29 T-shirts and a T-shirt on the Internet, her online shopping life became unmanageable.

The consumption pattern is changing.

Cui Ying is the media manager of Beijing Zhi Shang media company. In June 2010, Cui Ying learned from her colleagues that the Internet was selling 29 yuan a T-shirt, so she registered her account and began to learn how to buy clothes online. From last year, Cui Ying went shopping and tried not to buy it. After that, she went home to choose a similar style online. When she was crazy, she bought more than 4000 yuan of clothes on the Internet a day.

Speaking of the changes in clothes bought by family members over the past two years, Cui Ying felt that everything was overly normal. "Actually, I bought clothes on Taobao before, to tell the truth, although the price of Taobao clothes is cheap, but the quality is indeed the same thing, wearing basically afraid to wash." Before becoming an online shopper, Choi Ying spent most of the time buying clothes, because with a 6 year old child, most of the time shopping for clothes was a collective action of three families.

Cui Ying told reporters that she did not like to buy clothes on the Internet, not because of customers. Market The price of clothes is getting more and more ridiculous, and businesses must pay for the rent of the shopping malls. The price is naturally much higher. In recent years, Cui Ying's family has spent more and more on clothing consumption. In 2011, at least half of their family's clothing expenses were spent on children's wear. When chatting with his colleagues around, Cui Ying found that it was not just their home.

In Cui Ying's view, there are two reasons why their families spend more money on children's clothing: first, considering the problem of the quality of children's clothing and the safety of fabrics, they always go shopping at the brand store at weekends. The price is naturally much higher than that on the Internet. Secondly, the price of clothing has been rising over the past two years, especially for children's clothing, which has risen to almost the same price as that of adult clothing, especially in winter, a brand of children's clothing is 1000 yuan cheaper.

In addition, Cui Ying also wrote accounts with reporters: in 2010, buying a Chinese style brand of summer wear in the new world department store is usually about 300 to 500 yuan, and the price of the summer wear is not much. But by 2011, it is also the brand in the shopping mall. The clothes that are slightly eyed, the prices are basically in the vicinity of 1000 yuan, and of course there are many more than 1000 pieces of clothing.

The problem of rising prices is more evident in winter clothing. Cui Ying said: "last winter, the price of woolen coat and down garment sold in the shopping mall was less than 1500 yuan. After the holidays, the price is much more expensive than the new ones in previous years. The prices of clothes actually sold in the stores have gone up a bit too much, so when the new ones come out, the colleagues around them prefer to wait for a while. They must be considered at the discount rate, otherwise they must be bought directly online. {page_break}

　　 Pricing looks at the market face

As consumers, Cui Ying's complaints about clothing prices are not unreasonable. According to the data released by Beijing Municipal Bureau of statistics, in 2011, consumer prices in Beijing increased by 5.6% and clothing prices increased by 2.7%, of which 2.6% of clothing prices rose. Nationwide, clothing prices and consumer prices rose significantly in 2011, with clothing prices rising 2.1% year-on-year.

With the change of economic situation at home and abroad, the clothing brand sold in China has increased the price increase since 2010, which has obviously become a major trend of Chinese clothing brand. In the view of many consumers, the brands entering the market need to pay for the rent and publicity expenses. Therefore, the brand can only maintain its original profit only by setting up a higher sales price.

In fact, the survival of brands in shopping malls is much more difficult than before. Weixin Cashmere Group Beijing Gongzhufen Cui Wei shop manager Yu Hongcai told reporters that in Beijing, agents or brand outlets to enter the traditional joint shopping malls, must carry out the buckles negotiations with the mall, or directly according to the mall's buckles contract execution. Once entering the shopping mall, the vast majority of the brands should be shared with the shopping malls. In the external publicity, management and operation, they must be basically consistent with the shopping malls, and the unified collection of silver will be achieved.

It is understood that at present, the discount rate of Beijing's associated shopping centers is around 30%, and with the increase of business cost and price, the rate of joint point deduction is expected to increase. To a certain extent, whether or not the brand to enter the shopping mall can make money depends on the rate of buckles in the shopping mall. Therefore, the sale price of the brand single product in the shopping mall is relatively high, otherwise the clothing brand is hard to maintain profits in the shopping mall. In addition, when shopping malls are investing, they also consider the price range for entering the brand. If the price is too low, the mall will refuse to enter the brand with the brand level.

　　 Inventory becomes a problem

Once the enterprise raises the selling price, the problem arises. When consumers are waiting for the brand discount to consider buying again, the inventory of enterprises is bound to rise, resulting in huge risk of capital return. Especially for small and medium-sized garment enterprises, when financing channels are relatively scarce, they will assume greater risks.

Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, told reporters that in previous years, Christmas was the hot selling of the elegant winter dream, but last year's situation was not very optimistic. Since last Christmas, the stock of M·SUYA has been maintained at a high level.

It is understood that M·SUYA's current inventory problems are universal in local brands. Since this year, the backlog of inventory has become an industry problem faced by the vast majority of local clothing brands. By the end of September 30, 2011, the company's inventory amounted to 2 billion 982 million yuan, accounting for 83% of its net assets, according to the latest report of Smith bond. XTEP's inventory also increased by 92% to 887 million yuan last year.

In order to digest the unmarketable inventory of last winter, some garment enterprises are trying their best to convert inventory into cash. Chen Yongbin revealed that every year after the Spring Festival sales season, the leading M·SUYA will make a centralized promotion campaign in the name of "Zhu Qing 38 women's Day" during the 38 women's day, and digest the winter products that turn around for a year as soon as possible. But in view of the overstock of inventory this year, the company adopted "welcome". flighty The slogan of "women's Day" promotes sales in order to get more time to sell stocks.