Calculate The Cost Account, Why Is The Shoe Price So High?

The price of leather shoes in shopping malls is hundreds of dollars or even thousands of yuan, and its actual cost is only 14%.

Recently, reporters have found that this is a "surprise" for many consumers, but it is already an open secret for the industry.

Shoe store

Professionals calculate

The cost is only 14% of the retail price.

Daxing Road in Hanzheng Street is a well-known footwear wholesale market in Central China.

The wholesalers here are connected to the manufacturer and the retailers. They know the price of leather shoes more clearly.

Li Yinhua, the Hubei distributor of China's famous trademark "Ke Wang", said the gross profit of the total distribution segment was about 10%.

He takes a man's leather shoes as an example.

(raw material cost and labor cost, the same below) is about 90 yuan, the total distribution price is about 100 yuan, the wholesale price of the wholesale distributor to the customer is about 110 yuan, plus 10% on the basis of the purchase price.

Similar statement in Daxing Road, Watson shoe city operators Liu Shengchu confirmed.

Liu Sheng 4, Hanzheng Street's wholesalers generally on the basis of price to increase the price of 10% or so, low end leather shoes in general 350 yuan, according to the price increase of 10%, each pair of shoes price 3-5 yuan; retailer retail, will be on the basis of wholesale price to double or even more.

Take the women's leather slippers in the shop as an example, Liu Sheng tells the price increase Tour: the actual cost of the manufacturer is about 45 yuan, the delivery price (from Chongqing to Wuhan) is 53 yuan, the price to Hanzheng Street is 54.5 yuan (the logistics cost is about 1.5 yuan / double), the wholesale price of the market is 60 yuan, and the retailer's retail price is more than 120 yuan.

Jiang Huadong, who has been doing leather shoes business since 2000, now has factories in Wenzhou, including "leather shoes capital". There are wholesale stores in Hanzheng Street, and there are more than 100 outlets and franchisees in Wuhan and surrounding areas. The price of leather shoes is very clear.

According to its introduction, in the production, wholesale (some two level or above), retail and other links, the biggest increase in price is the retail link.

"The retail price of the supermarket is generally 1-3 times more expensive than the wholesale price, and the retail price of the big store is 3-5 times that of the wholesale price."

Jiang Huadong introduced the brand leather shoes in the big shopping mall, taking a pair of shoes with a retail price of around 500 yuan as an example. Its wholesale price is about 150 yuan, the factory price is about 125 yuan, and the actual cost is estimated at only about 80 yuan. The figure of the famous brand shoe leather price is 90 yuan, the ex factory price is about 150-160 yuan, the wholesale price is about 200 yuan, and the retail price is between 700 yuan -1000 yuan.

Taking a discount brand leather shoes purchased by a small white collar in a Wuchang office as an example, 558 yuan bought in the mall took an example: Jiang Hua Dong made a detailed analysis of its actual cost: the leather is 33 yuan (about 1.6 feet), the sole is 12.5 yuan, the middle floor and the leather pad are 3.5 yuan, the spray is 2 yuan, the labor cost is 16 yuan, the paper packaging and handbag 4 yuan, the total amount is 71 yuan.

At the cost of 80 yuan, the actual cost is only 80 yuan, which is only 14% of the retail price of 558 yuan.

In the East Pavilion area of Wuchang, Master Li made shoes for ten years. He has been selling and selling his shoes, and is very familiar with the cost structure of shoes.

When reporters asked him to confirm the 6 day, he praised the cost accounting method of the East China River, and agreed with the results.

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The superposition of channel costs leads to high prices.

Raise the price most

There are mainly three main channels for leather shoes sales: shopping malls, supermarkets, street stores, and self-produced and self made shoes store.

For the latter two, there is a problem of facade rent.

Jiang Huadong introduced that whether sales of street stores or community shops are generally small, the problem is that expensive rental and higher labor costs need to be digested by selling shoes, which pushes up the price of leather shoes.

Take a community store as an example, the monthly rental and miscellaneous fees usually take about 3000 yuan, and a small shop usually needs two people to take care of it. In order to maintain the basic life of two people and the basic operation of stores, the shoe shop usually has to increase the price of 90 pairs of shoes on the basis of the purchase price, selling 90 pairs of leather shoes on a monthly basis, with a monthly income of up to 8100 yuan for each gross profit of 90 yuan.

More than a few shoppers of customized leather shoes said in an interview that in recent years, facade rents rose significantly, increasing by an average of about 15% a year, and some of them rose to 30%. With some unreasonable "hidden rules", the prices of leather shoes and many other commodities were objectively promoted.

The "hidden rules" include: take over the new facade, usually pfer to the pferor a substantial amount of pfer fee, which is often not within the scope of the contract, and there is no formal bill.

Insiders said that because of the excessive distribution of footwear, the price of famous brand leather shoes is very high.

Take a brand shoe as an example. Every year in May, the first class agent of this brand will make an order for the autumn and winter shoes to the manufacturer. The factory price is generally around 100 yuan, and the shipping price to the agent will be about 30% higher. The agent needs cash order, so they will bear the risk of unsalable sales. When they sell them to the lower level agents or shopping malls, they will at least increase their price by more than one time.

Xiao Jian (a pseudonym) is an agent of a brand. It has sales counters in many large shopping malls in Wuhan, and is familiar with the operation of Jiangcheng shopping malls.

According to its introduction, the vast majority of shopping malls do not collect rent, but the "deduction point", the ratio is usually between 20%-28%.

That is to say, the supplier has to sell 20 yuan -28 yuan for each sale of 100 yuan.

In addition to the "deduction point", some shopping malls also charge "management fees" and other incidental expenses.

Xiao Jian said that dealers should bear market risks, stock backlog and human capital rising rapidly, which are important reasons for the high price of leather shoes.

Reduce circulation and reduce taxes and fees

Experts cut off "false high tumor"

Li Li, an e-commerce and marketing department of Hubei University business school, analyzed that some shopping malls were using the advantage of first mover advantage and market dominance, and gradually controlled the sales terminals, which had strong bargaining power.

By contrast, some suppliers are indeed relatively vulnerable.

Li Li went to Taobao headquarters research and found that sales of footwear products ranked the top ten in all Taobao sales.

"Today's younger generation, especially young people under 30 years old, has gradually developed the habit of shopping online.

Reduce circulation links, make more use of online channel sales, reduce reliance on traditional channels, and reduce sales prices and enhance competitiveness of products.

He said.

Ye Xueping, deputy director of the Economic Research Institute of the Provincial Academy of Social Sciences and postdoctoral analyst, analyzed that "existence is reasonable". The price of leather shoes in large shopping malls has many reasons, including: the shopping environment is better, the service is better, the user experience is better; the products are more elaborate, the quality is guaranteed and the brand value is higher.

"Some consumers are not rational, too superstitious brands, and even be used by merchants, which is the reason why the price of leather shoes is too high."

Ye Xueping believes that the competent authorities should set up more industry standards and strengthen supervision.

We should increase penalties for deviating from the industry's average profit level.

"The competent authorities should strengthen supervision and punish severely wrongful acts such as false discounts, price deception and misleading consumers, which will help to restore the high price to a reasonable price."

The tax burden of small and medium-sized enterprises is heavy. It is an old topic that has been shouting for many years.

Qu Hongbin, chief economist of HSBC China, said in a mail to reporters 6, "steady growth is the top priority of the current government.

In addition to monetary policy easing, the central government will also adopt more fiscal incentives, including tax relief and further deepening the value-added tax reform.

Xiao Jian believes that under the macro background of steady growth, increasing tax relief and further deepening the value-added tax reform will help to lower the price of leather shoes and related commodities and expand domestic demand.