The Price Of New Clothing Brands Is Reduced Instead Of Rising When They Are Launched

"If you are not in a hurry to buy, it is better to wait until August when our autumn clothes come on the market, and then (the price of clothes) will certainly be cheaper than now." The head of a brand of women's clothing told an old customer who came to inquire about the price in Guihe Shopping Center.

On July 17, Jinan Ginza Mall. It's not a weekend, let alone a holiday, but the 20% and 30% discount signs are still everywhere. A yellow billboard is erected at the corner of the elevator to remind customers who come to shop: from the second floor to the fifth floor of the mall, all brands are doing promotions with unprecedented strength. Most of the discounts are 50% off, and some brands can even be as low as 20% off or 30% off.

"They are all new models of this year, but they just take out some models to carry out a 60% discount promotion, of course, in order to attract customers," said the salesperson at the Jinlilai counter. The reporter noticed that the original price of the short sleeve jacket was 1280 yuan, but it was 768 yuan after a six fold discount; Although the rest of the new models are only 20% off, they are also much cheaper than the usual "new models enjoy 15% off with membership cards".

Not far away, there is the famous Givenchy. There is also a "30% off" promotion board in the store, and some styles are as low as 60% off.

"There are still non discounted ones Clothing brand In the past, our new products never had activities, and now they are no longer good. They are basically discounted as soon as they are put on the market. " Hu Lili, head of Shandong regional sales of a well-known men's wear brand in China, said. At the same time, they also represent some famous Italian and French men's wear brands, and have counters in Ginza, Guihe. Although she has many years of experience in clothing sales, Hu Lili believes that this year's discount and promotion efforts are still unprecedented: "To be honest, there have been sales promotions before, but the efforts have never been as big as this year's, and there will be no discount on the market."

　　“ New Fashion The price fell by 15% - 20% as soon as it was listed on the OTC market. One month later, the first round of discount began, 30% off; After the second month, the discount was even more powerful, with 50% and 60% discounts everywhere. " An agent of a women's clothing brand told the reporter that each brand has its own sales discount schedule. In order to attract consumers, some brands simply lowered the retail price of new clothes to the bottom. Similar styles and textures can be 10% - 20% cheaper than the same period last year. Through the interview and investigation of several clothing brands at home and abroad, the reporter found that although different clothing brands adopt different strategies, "price reduction" is the absolute truth. The huge inventory pressure and sales index are the main reasons that force brand merchants to cut prices and promote sales.

The price of domestic brands can be reduced by 35% - 40% this year, up to 30% in previous promotions; In the past, it was good to buy imported brands at a discount of 15%, but this year it also dropped to 25%... Hu Lili recounted the price changes of her own brands, but even so, the sales were not as good as in previous years: their sales increased by 10% - 20% year-on-year last year, and declined by about 10% - 20% year-on-year in the first half of this year. "If the market situation remains unchanged in the second half of the year and consumption is still so sluggish, it is estimated that sales promotion We have to continue. "

Relevant economic data

Influenced by factors such as weakening international market demand, slowing domestic market demand growth, and excessive price difference between domestic and foreign cotton, domestic textile industry profits have continued to decline since this year, and enterprises' losses have expanded.

According to the data from the Ministry of Industry and Information Technology, from January to May, the textile industry above designated size realized a total profit of 91.7 billion yuan, down 2.4% year on year, and the growth rate was 40.5 percentage points lower than that of the same period last year; The loss of enterprises above designated size reached 18.6%, 5.4 percentage points higher than that of the same period last year; The loss amount of loss making enterprises increased by 128.5% over the same period last year, and the growth rate increased by 122 percentage points over the same period last year.

The Ministry of Industry and Information Technology predicts that textile enterprises will still be in a difficult situation in the second half of the year, textile and clothing exports will continue to grow at a low level, the growth rate of the industry's overall benefits will decline significantly compared with the previous year, the loss of enterprises and loss of loss making enterprises will expand, and more small and medium-sized micro enterprises will face the risk of being eliminated.