Clothing Industry "Cold Winter" Or Early Arrival Frequent Discounts Aggravate Sales Difficulties

Quite a few

Enterprises reflect that this year's domestic clothing market has not been hot for the past two years, and it is very common to sell without discount.

From the current market situation, we can see that since 2012, the clothing unit price that seems to be keeping high has become nominal price. Most new products will enter the market and discount sale soon.

Nowadays, the sales of clothing at the price of half off and seventy percent off are everywhere.

Clothing prices rose too much last year.

On the surface, China in 2011

It is also a thriving development trend. According to the consumer goods market statistics released by the China Federation of Commerce and the China National Business Information Center, China's clothing sales continued to maintain a relatively fast growth in 2011, and the growth rate of clothing retail sales of the wholesale and retail enterprises above Designated Size and the major retail enterprises in the country increased by more than 20%.

But this increase is achieved in the case of the rise in the unit price of clothing. It should be said that the rapid rise of the unit price of clothing is an important factor for the rapid growth of clothing sales in 2011.

According to the statistics of China National Business Information Center, from January 2011 to October, the average sales price of the major large-scale retail business clothing increased by 17.07% over the same period last year. In 2011, the contribution rate of clothing price growth to the growth of garment retail sales was as high as 79.9%. That is to say, nearly 80% of the growth of clothing sales in 2011 was due to the rise of unit price.

According to the data released by the National Bureau of statistics, clothing prices in November 2011 rose by 3.5% compared with the same period last year, and garment factory prices also hit a record high. From January to November, the factory prices of clothing consumer goods rose by 4.3% over the same period last year, 5.3 percentage points higher than the end of 2010.

In the statistical data of clothing sales prices and quantity of 3000 key retail enterprises released by the Ministry of Commerce, we can see that the price increase and sales volume growth curve before 2011 were basically synchronous, but after entering 2011, especially after June 2011, the price increase and sales volume curve deviated, the price went up and sales growth oscillated downward.

Consumers who are pessimistic about their incomes expect to be cautious when facing expensive clothing.

Frequent discounts aggravate sales difficulties

As for the continuous rise of the unit price of clothing, the production enterprises blamed the price increase on the basis of the same reason. Now the price of raw materials has dropped, and the price of clothing has also declined. The answer is No.

The rapid growth of clothing prices, especially the accelerated growth of brand clothing prices, has increased the pressure of clothing sales. This pressure makes Chinese clothing sales show a clear downward trend after entering 2012.

According to the data released by the National Bureau of statistics, 2011

The retail sales of needle textiles amounted to 795 billion 500 million yuan, an increase of 24.2% over the same period last year.

Since 2012, the sales growth of clothing products has obviously slowed down compared with the previous years. In January ~2, sales growth rate was 12.8%, March was 14.6%, April was 15.6%, and this growth rate will not be improved in the second half of the year.

According to the investigation and statistics conducted by the China National Business Information Center for hundreds of key retail enterprises in China, the retail sales of clothing commodities in all the major retail enterprises nationwide increased by 6.10% over the same period of January 2012 ~2, representing a decrease of 22.13 percentage points over the same period in 2011, the lowest in nearly 5 years.

In February 2012, due to factors such as Spring Festival holidays, clothing retail sales decreased by 8.55% compared to the same period last year. In January 2012 ~2, sales volume of clothing products of hundreds of major retail enterprises nationwide decreased by 4.23% compared with the same period last year.

Clothing sales in March increased by 15.19% compared with the same period in the previous year, which is obviously better than the first two months. The sales volume growth rate also increased from negative to positive year-on-year, representing an increase of 1.02% over the previous year.

But in April, sales of garment sales dropped by 12.16%.

The growth rate of clothing sales in May has not been greatly improved. In May, the retail sales of clothing commodities increased by 12.16% over the same period last year, and sales increased by 1.34% over the same period last year. The growth rate of retail sales and sales volume was less than that of the same period last year, and also declined compared with the previous 4 months.

In order to reduce the pressure on the stock market, brand clothing is greatly reduced to attract consumers.

In the past, discount sales were generally concentrated during holidays, and promotional products were mostly overstocked or overpriced clothing.

But since 2012, discount sales are no longer limited to products that are out of breath. Even new clothes that have just been put on the market will be on sale in the near future.

The frequent sale of new products has led to a vicious circle of clothing sales: new products will cut prices, so that consumers will not rush to buy new clothes after the coming season. Instead, they will wait and see, waiting for price concessions, which will lead to the slow sale of new products and even the sale of new products.

For those garment enterprises that originally need to face the pressure of high storage pressure, this is no doubt worse. Under the pressure of heavy sales, the "cold winter" of the clothing industry seems to have arrived ahead of schedule.