Repeated Discount Sales In The Apparel Industry Are Just Like Self Dropping.

In the first half of the year, China

Sales are not bad, businesses seize the last festival in the first half to promote sales, but frequent discounts and gift giving promotions do not always result in substantial sales.

During the Dragon Boat Festival, I received promotional messages from D brand clothing. Besides discount information, I also bought clothing during the Dragon Boat Festival. According to the amount of consumption, consumers can get different grades of gifts from towels to silk floss.

These gifts are not the products that the brand will be on the market, but the marketing means of promotion.

D brand clothing is made up of silk, hemp and cotton as the main raw material, and the main style is national style. The style of garment is the same as that of the last century's 90s, and the price is located in the mid-range consumers, which is slightly lower than that of AI.

At the beginning of the D brand, it attracted many popular consumers who love national customs and cotton and linen fabrics.

With the improvement of market awareness of the brand, D brand clothing business scale gradually expanded, and opened a branch store.

But in the process of development, we still need to face the competitive pressure from the industry's "senior" Ayu brand clothing, and the later brands, such as the German brand and the split up.

When other clothing brands were "electric shock", D brand also opened flagship store on the Internet.

However, the author found that the online shopping price of its products is the same as that of the physical stores, and the sense of clothing design is not as good as that of Inman and rip and silk. The price of similar products is higher than those of the two rookie brands, resulting in few competitive advantages of their shop products.

In order to cope with the adverse situation and improve the sales situation, the brand chooses to go.

The old road attracts consumers with frequent discounts, so as to avoid the fact that the established consumer groups have been separated and occupied by other brands.

In most cases, discount promotions are more concentrated during holidays and are usually used to digest seasonal clothing or deal with overstock.

But in the last two years, the discount strategy has been applied to both seasonal and seasonal products of D brand clothing, and the new summer products almost have a discount at the same time.

The new clothes purchased by consumers have just been hung in the wardrobe, and the price of the same clothes has dropped to forty percent off of the previous ones before they have been picked up.

When consumers find that new products that have just arrived in the market are already on sale, there will be a serious sense of frustration, which will delay the subsequent consumption, so that consumers will no longer rush to buy new clothes when they are listed, and sell them when they are on sale.

At the same time, I feel that D brand store service and product design are not as good as before.

Store management and clothing design directly reflect the management level and operation situation of the enterprise.

The salesmen and store managers of D brand new stores are not as good as the original ones, so it is difficult for them to explore potential consumers, nor to cultivate new consumer groups. The new product design sense is not strong enough to show that the designer's standard has not kept up with the fashion trend, and may even represent the company's inability to provide a better remuneration to hire more excellent designers, which will lead to poor product sales and increase inventory pressure.

In order to speed up the circulation of goods, we have to offer frequent discounts.

The number of new stores has increased, funds have been increased, and the cost of circulation has been increased, making cash flow prone to problems.

In order to get rid of difficulties, enterprises have to increase the strength of joining in order to expand the risk of sales and pfer.

However, the practice of quick success and instant benefit is like drinking poison to quench thirst, thus leading to a vicious circle in operation.

Therefore, the author thinks that discount sales promotion should be based on the profit margin of merchants, so as to speed up the circulation of commodities and reduce the pressure of inventory.

However, when the quality of service and the quality of goods fall at the same time, the discount actually indicates the decline of the value of the goods, and such a discount will drive the customers away.

In the past two years, the domestic garment industry has gradually entered the development dilemma. The price of textile raw materials has risen, and consumers have tightened their purse because of poor revenue expectations, so there is no breakthrough in market consumption.

Although at present

Clothing enterprises generally encounter some difficulties, but for each specific garment enterprise, the situation is different, fierce market competition and the unfavorable environment of the industry, requiring enterprises to work hard and improve their service level and product quality.