Clothing Industry: The Reasons For The Rise Of The Discount But Not The Brand Dilemma

Online: online shopping T-shirts are affecting the price system.

The power of online shopping is hitting these retailers.

"Now the price of T-shirts has been reduced to 29 yuan, and the difference between T-shirts is not big, which is the same as anywhere else, which has led to the sale of T-shirts at a low price," he said.

Insiders told reporters, "but from another perspective,

Too low will also affect the brand reputation, and finally lead to price positioning dilemma.

When reporters visited, they noticed that although fast fashion such as UNIQLO is also strong in T-shirts, they often cooperate with new comic figures who are familiar with the new products. But compared with Baleno, Giordano and other brands, it has much more choices, and even though the price of T-shirts is not high, the average price of clothing is around 200 yuan, such as the price of pants is 249 yuan, and there is no shortage of expensive clothing priced at 599 yuan and 699 yuan.

In fact, Semir is not as fast as fashion in fashion category.

Data show that at present, Semir's products are mainly T-shirts and trousers, which account for 66.93% of the total business revenue.

"These clothing brands all take production as the core, and increase the inventory pressure of agents and distributors in the form of" push ", which is different from the" pull type "mode. The latter is centered on sales, not mass production, and only a few pieces of clothing in the store, so as to strengthen the designer team and keep up with the market trend.

Hu Baogang said.

Offline: fast fashion grabs the market.

"Ten years ago, people's understanding of fashion was still at an early stage, and the brands such as" Mei Bang "and" Semir "were regarded as" brand names ". But now the understanding of fashion has changed dramatically.

senior

Expert Hu Baogang told reporters that the style that young people like now is no longer just T-shirts, Korean currents, Japanese wind, European and American winds.

The trend that consumers like is constantly and rapidly updating. These brands have not caught up with the trend and changed little.

In contrast, the fast fashion brands such as UNIQLO, ZARA and H&M, which have entered the Guangzhou market in recent years, are taking advantage of the strengths of consumers closer to the market. They also announce that they will accelerate the attack on the domestic market.

Taking UNIQLO as an example, it has only entered the Guangzhou market since 2009. It now has 6 stores, and has 23 stores in Southern China district. Its first store in Beijing road has expanded nearly 1 times the operating area at the end of last year.

Statistics show that China has become the largest overseas market of UNIQLO, and as of August, there were 175 stores in China.

According to its latest quarterly report, the growth of international market sales of UNIQLO 70% and the growth of total profit of 48% almost all come from the Chinese market.

The chairman of Inditex group, a Spanish clothing retailer with ZARA, Massimo Dutti, Bershka and Pull&Bear brands, also said that China has a strong growth opportunity and will increase its investment in China.

The group said in its annual report last year that it will add 150 new stores in China this year and launch in the autumn.

ZARA online store.