The Discount Schedule Of Clothing -- The Frustration Of Clothing Brands

　　 Discount schedule:

New listing: pricing is cheaper than in previous years 15%-20%

A month later: the first round of discount, 30 percent off

Two months later: second discount, 5-6 discount.

Three months later: the end of the season digested inventory, 3-4 fold.

"If you don't rush to buy it, it's better to wait for us to come back when it comes to market in August." A woman in charge of a woman's clothing store told a customer who came to inquire.

Prices will not rise and fall, and new products will be on sale. Even a lot of big international brands, which are known as "never depreciate", will be spared. Shopping malls will be discounted and unpaid, and sales promotion activities will not only be more vigorous. Affected by the economic downturn, discount and price reduction have become a common practice and norm for most clothing brands.

July 17th, Ginza mall, Ji'nan. Not weekends, but not holidays. Forty percent off or thirty percent off brands are still everywhere. There is a yellow billboard on the corner of the elevator to remind shoppers to come shopping: from the 2 floor to the 5 floor of the shopping mall, the brand is doing an unprecedented degree of strength. Sales promotion The discount is mostly five, and some brands can even be as low as eighty percent off or seventy percent off.

"It's all new this year, but it only takes out some styles to make forty percent off promotions, of course, in order to attract customers." The sales staff of Goldlion counters said. Reporters noted that the original price of 1280 yuan short sleeved jacket, forty percent off after 768 yuan; the rest of the new type, although only played twenty percent off, but also than usual "new membership card to enjoy 5% off" a lot of cost-effective.

Not far away, it is the famous Givenchy (Givenchy), the store also erect a "full thirty percent off" promotional card, part of the style is as low as forty percent off.

"Now there are still no discount clothing brands. Before, our new products never do activities, and now we can't do it, basically a discount on the counter." Hu Lili, a Shandong regional sales director of a famous men's clothing brand in China, said. They also represented some famous menswear brands in Italy and France. They have counters in Ginza and GUI he. Despite years of experience in clothing sales, it seems to Hu Lili that discount sales such as this year are still unprecedented: "to be honest, we did promotions before, but the intensity has never been as big as this year, and it will not be on sale."

" New clothes The price of a cabinet has shrunk by 15%-20%. After a month, the first round of discounts began. Thirty percent off, second months later, the discount rate was greater, and half off and forty percent off were everywhere. A women's clothing brand agent told reporters that each brand has its own sales discount schedule. Some brands in order to attract consumers, simply reduce the retail price of new clothes to the bottom, similar to the style and texture, the price can be cheaper than the same period last year 10%-20%. Through interviews with many clothing brands at home and abroad, the reporters found that although the strategies adopted by different brands of clothing were different, "price reduction" was the absolute principle. Huge inventory pressure and sales targets are the main reasons forcing brands to rush to cut prices.

Domestic brands used to sell at a maximum price of 30%, which could be reduced by 35%-40% this year; imported brands were good enough to buy in the past 15% off, and this year also dropped to 25% off. Hu Lili enumerated the price changes of his own brands, but even so, sales were still not as good as in previous years: their sales grew by 10%-20% last year, down from 10%-20% in the first half of this year. "If the market is unchanged in the second half of the year and the consumption is still so depressed, it is estimated that all kinds of promotional activities must continue."

　 Relevant economic data

Weakened by international market demand, domestic market demand Growth slowed down and domestic and foreign cotton price difference is too large and other factors, the domestic textile industry profits this year continued to decline, the expansion of corporate deficit.

According to data from the Ministry of industry and commerce, in the 1-5 months, the total profits of textile industry above Designated Size amounted to 91 billion 700 million yuan, down 2.4% from the same period last year, and the growth rate was 40.5 percentage points lower than that of the same period last year. The deficit of enterprises above Designated Size reached 18.6%, 5.4 percentage points higher than that of the same period last year, and the deficit 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 Commerce expects that textile enterprises will continue to be in a difficult position in the second half of the year. Textile and clothing exports will continue to grow at a low level. The overall efficiency of the industry will decline sharply compared with that of last year. The deficit and loss of enterprises will expand. More small and medium-sized enterprises will face the risk of being eliminated.