Behind The Discount Of Clothing Brand

During the summer clearing of the major shopping malls in Beijing this summer,

The average discount strength of the brand is as low as 40 percent off or so. In the past year, the summer clothing concentrated in the discount season from the end of July to the beginning of August. This year, just started in July, it began to discount. The discount season was nearly one month ahead of schedule. This year, the scope of discount goods is wider than last year. Besides a lot of backlog stocks, some new summer and new hot money have entered the category of discount products this summer.

The main reason behind the discount war is still the high inventory risk faced by enterprises.

All garment enterprises have a consensus: there are only three ways to solve the inventory problem, either to open a direct store, or to sell at a discount or to clear up the electricity supplier.

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For the summer clothes with high sex requirements, once the season is over, they will depreciate rapidly.

However, after a short Carnival of collective discounts, businesses may face more problems.

The most obvious side effect of the frequent discount is that the consumers have developed the habit of not buying or buying. Consumers are beginning to discount the goods after the goods are sold. The consumers who saw the discount on a few years ago were gradually cooling down, and began to compare the discount price of the brands and the shopping malls, when the discount gradually changed from the sales promotion to the three.

The meaning of normality is gone.

In the long run, the gross profit is getting lower and lower. In order to maintain the balance of capital operation and profit, enterprises are bound to affect the quality of products and services.

In the long run, garment enterprises must reduce the homogenization competition of products, strengthen product design innovation, and establish an effective set of products.

Control system, using design to drive sales volume is the radical solution. Of course, this sentence is too difficult to do, I hope Chinese clothing enterprises are walking on this road.

Lang Xianping, a famous economist, pointed out: "behind the crazy discount, the marginal effect is decreasing, and it is easy to damage the brand image.

Even if there are fresh cases around, enterprises will still drink poison to quench their thirst. "

For many enterprises, under the pressure of high inventory, brand image has not become so important. How to digest inventory and obtain capital flow and survive is the most important problem.

Such a handling method is not wise. The ultimate solution to the homogenization quagmire is to enhance the added value of the brand. The sales driven by price will only make the brand image slide.

The development of China's garment industry must take a road that combines low price, individuality and noble experience to create the success of clothing brand.