Autumn Market: Pricing Is Down Three Or Four Over The Previous Year.

Entering late September, the temperature difference between morning and evening will increase.

The models of the counters have already been replaced with autumn clothes.

Surprisingly, this year's autumn high profile listing, but at a low price to show people, some foreign brands of autumn clothing has declined to varying degrees compared with the same period last year.

Is it a relative low price to draw consumers or a collective adjustment of brand strategy? This is a "foreign capital price cut" which is out of line with the soaring prices.

[phenomenon] pricing has fallen by three or four compared with previous years.

With the brand clothing on the shelves in Changsha's big shopping malls, the new round of autumn winter clothing market scramble again.

In the capital market of Changsha, the prices of foreign brands such as Zara, Vero Moda and Only fall down compared with last year.

In a shopping mall Zara counters in Changsha, the reporter saw that leather goods that last year were more than 2000 yuan, and this year launched a relatively low price of about 1799 yuan.

At the counter of Vero Moda, the same is the seven point sleeve suit. In its Taobao flagship store, the price of the similar style last year was 599 yuan, and this year's price is 549 yuan.

The fact that the price is reduced has also been confirmed in the Zara brand related staff.

"This autumn has different levels of price declines. Last year, 699 yuan of women's coats went down to 499 yuan this year, while men's suits dropped from 899 yuan to 699 yuan."

It is reported that this is the first decline in the Zara brand since its entry into the Chinese market six years ago, with the largest decrease of around 40%.

In addition, in these

In the exclusive stores or counters, the reporters also saw a lot of seasonal clothes being promoted, some of which were the styles of autumn and winter last year.

It is impossible to see such a phenomenon in previous years.

[company] adjust brand positioning

When foreign brands that have consistently maintained a high profile have suddenly lowered their heads, are they willing to "close to the people" or seize the market and have to cut prices?

some

The company's stakeholders explain that the fall of new products this autumn is mainly caused by the common influence of exchange rate, brand strategy and economic environment.

"We are a European brand, and the change in the exchange rate between the RMB and the euro is one of the factors that affect its pricing in China.

More importantly, by the impact of the global economic downturn this year, the company's brand marketing strategy has also been adjusted accordingly. This price adjustment is also intended to lower the difference between competitors and competitors.

Economic environment is the driver of price cuts.

The "price cutting wind" of foreign clothing brands has led to an unlimited market speculation.

Professor Yin Yuanyuan, director of marketing department of Hunan University of Commerce, believes that the consumer goods market has been depressed this year.

In the third quarter of this year, the growth rate of social retail commodity index in our province was 14%, lower than the original growth target, indicating that the consumer goods market in our province was not prosperous.

In order to maintain market share under the background of a depressed market environment, foreign brands have to reduce market prices by means of price reduction.

The falling price of clothing raw materials is another objective reason for price reduction.

Miss Deng, who is engaged in foreign trade clothing production in Guangzhou, told reporters that cotton prices have been rising for the first two years, and the highest price has reached 30 thousand yuan per ton.

This year, cotton prices have gradually declined, and by June, the decline has reached about 40%.

The low price of raw materials has reduced the factory price of autumn clothing this year.

"To make an analogy, I spent 10 yuan to make things, and if you let me sell 200 yuan, I will not feel at ease."

Miss Deng said so.

However, Professor Yin Yuanyuan believes that foreign brands may be compressed in production costs, and the reduction of commodity prices does not necessarily affect the final income of the brand.

Consumption attitude

No price cuts, no price cuts.

Do foreign brands buy autumn clothes and consumers buy them?

"Many discount prices on the Internet are much cheaper than the franchised stores."

Luo Xiaojiang, a Real Estate Company engaged in forensic work in Hexi, said.

She usually likes to visit the famous brand discount websites, and basically does not buy new products in the new season.

She said that even if foreign brands' autumn clothes were down, their desire to buy was not strong.

Of course, like this year's Junior English major, Liu Hui, who advocates brand consumers, is very happy about the price reduction.

However, the style she likes is "buy at a price, but do not drop it."