To Dispose Of Spring Shoes, Discount To Strength.

　　折扣早力度狠

"Spring season" becomes the current spring festival.

A salesperson from a boutique shoe store near Chongqing Road, Changchun, said that, like last year, the time for listing the spring women's shoes was at the end of February.

According to convention, the maximum discount rate for new products should be in late March and early April, but this year will be different.

"This year, new products and discount schemes have been launched, and the discount time is earlier."

She said.

In addition to the early discount, most businesses have also stepped up promotional efforts.

A salesperson from a shopping mall said, "like last year's new model, our lowest discount can only be 10 percent off. 30 percent off and 20 percent off this year are quite common.

Now, the sales promotion plan for Qingming Festival has been discussed, mainly for new products, and some of the prices will be as low as 50 percent off.

During the visit, a number of brand sales staff said that the discount and strength were the common characteristics of women's shoes this spring.

　　商家意在去庫存

Spring's "life cycle" is short, coupled with Changchun's ups and down weather, the spring women's shoes market is not hot in the short term.

A number of shopping malls reflect that compared with the same period last year, sales of spring women's shoes dropped by about 20%, and weather is one of the factors that can not be ignored. Besides, the pressure of high store pressure still exists.

The relevant staff of a shopping mall said that the shoe market competition pressure is very great, and the same style shoe pattern can be many.

She said, in order to solve the stock pressure, discount promotion has become the "compulsory action" of the merchant.

At the same time, every quarter, the brand leader will send back the shoe products to headquarters, and the headquarters will deal with them according to the situation or direct sales or special regional sales.

In fact, high inventory has become a common phenomenon in the footwear industry in China.

Data show that BELLE announced in its 2011 performance bulletin that the final inventory increased by 34.1% from the end of last year, from 4 billion 859 million yuan to 6 billion 517 million yuan; Daphne's performance bulletin showed that the stock amount rose from HK $1 billion 84 million to HK $2 billion 59 million.

In addition, according to media reports, there are also high inventories of well-known brands such as fans, Metersbonwe and Lining.

How does the high inventory of footwear industry come into being? According to the analysis of insiders, the production mode of shoes and clothing in China still stays in the mode of ordering, that is, relying on downstream distributors, not consumers, to provide market information.

This leads to asymmetric information, which leads to inconsistent market expectations and eventually high inventory.

Ding Zhaoyong, an associate professor at the school of economics and management, Jilin University, analyzes the high storage and occupancy costs of the company.

Because Chinese clothing and shoes and hat enterprises do not provide information according to consumers, they roughly estimate the quantity of products according to market experience, or enlarge demand by retailers and wholesalers, thus resulting in the increase of inventory pressure.

This year, affected by the international economic situation, the export of products into the mainland further aggravated the pressure of high inventory.