Consumers Do Not Buy It, Although Winter Clothing Is Not Rising.

Core tips

The industry believes that the consumer market is weak this year.

There are many reasons why prices are too high to sell.

In order to digest inventory as soon as possible, enterprises will no longer raise their prices for new winter clothes.

In addition, the price of raw materials such as cotton has been depressed since last year, which has reduced the pressure of manufacturers, and is also one of the reasons why winter clothing prices are not rising.

Last weekend, a autumn rain accelerated the pace of winter, the city's shopping malls of new products appear in succession, feather clothes, woolen coat, sweater, gloves scarf and so on to become the mainstream goods.

However, buy

People feel that clothes are too expensive, and those who sell clothes are crying out for too little profit. Is there a habitual rise in the winter clothing market this year? What kind of interest chain do they have behind the high priced clothing? The reporter interviewed the various aspects of clothing production, sales and consumption, and put on the veil of high priced winter clothes.

Winter clothes are not rising.

Clothing sales in shopping malls tend to take the lead. When summer wear is still on sale, autumn clothes are on sale. When autumn has not yet come, winter clothes have been put on shelves.

"At present, almost all brands of winter clothing in our shopping mall are already on the counter, and the rate of winter clothing is above 50%."

A salesperson from a large shopping mall in Binjiang Road told reporters that the first round of winter clothing this year was mainly light and thin, such as short cotton padded jacket, thin coat and so on.

"Most of the new winter clothing prices are basically the same as last year," sales staff said. "Small cotton padded jacket is generally between 500 yuan and 600 yuan, and the thin coat is generally between 800 yuan and 1200 yuan, and the price has not risen noticeable."

As early as last month, the pricing of the Internet "fast fashion" brand Vic and its flagship flannel shirt in the autumn of 99 yuan triggered a chain reaction in the industry.

UNIQLO immediately lowered the price of its flannelette shirts from 199 yuan to 99 yuan, and once again, all fans followed up, and reduced 70 flannel shirts to 68 yuan, setting off the first round of clothing price war this autumn.

However, this PK didn't last long, and soon the UNIQLO flannel shirt was restored to its original price.

At present, although there are various promotional activities in shopping malls, most of them are aimed at broken codes or old ones, and new products have not yet been offered discounts in winter.

Reporters at Mai Mai leisure square saw that the knitted sweaters for the season were mostly made of acrylic, polyester, polyester and other materials mixed with a small amount of wool, and the price ranged from 300 yuan to 500 yuan. The higher the price of wool, the higher the price.

In Binjiang shopping center, some sweaters for middle-aged and elderly consumers are more in pursuit of quality, mainly in wool and cashmere, with prices ranging from 500 yuan to 2000 yuan.

In friendship shops, most of the woollen sweaters are around 2000 yuan. If the cashmere component is added, it will be more than 3000 yuan.

Many young people are unwilling to choose heavy eiderdown clothes, and can not afford the expensive price of woollen overcoats. So they set their sights on the short weight down clothing with small weight and moderate price. This year, the price of short down coats in the market is between 500 yuan and 800 yuan.

Revealing the interests chain of clothing

The price of winter clothes this year is not as high as in previous years.

The salesperson of the counter confirmed to reporters that some of the styles and prices were even slightly lower than last year.

"This year is a difficult year for clothing in autumn and winter, especially due to weather, economic and other factors. The inventory pressure is relatively large, so the price is not up."

A brand clothing agent is rather distressed.

At present, Bela Vera, VERO MODA and other brands are mainly franchising, and agents can get goods directly from the manufacturer's headquarters.

According to an agent, in the apparel industry chain, if the price of a clothing tag is the benchmark price, the raw material cost of clothing will account for about 85% off to 80 percent off, and the design price and storage factor will be about 55% off, and the combined cost of pportation and store can be controlled at around 40 percent off.

However, there will be agreements between general retailers and manufacturers that the price of new clothing can not be less than 25% off to 20 percent off of the original price, usually more than 10 percent off.

Generally, about 20% of the seasonal clothing will be fine or main. In order to ensure more profit margins, the price tag will increase by about 20%, and the discount will be less.

Cotton yarn pulling price lower

Why can this winter clothing be listed on a rare "low profile"? The industry believes that this year, the consumer market is weak, and the price of clothing is too high to sell.

In order to digest inventory as soon as possible, enterprises will no longer raise their prices for new winter clothes.

In addition, the price of raw materials such as cotton has been depressed since last year, which has reduced the pressure of manufacturers, and is also one of the reasons why winter clothing prices are not rising.

"Clothing enterprises are producing two quarters ahead of time, and the price of cotton yarn raw materials is falling, so that the factory price of autumn and winter clothing has declined."

Sun Liwu, an analyst with Zhuo Chuang's information cotton industry, said: "cotton planting area and output both slipped this year. Especially before and after August, some cotton areas in Shandong, Hebei and Tianjin were affected by rainfall, and cotton quality and per mu yield declined.

But most domestic cotton choose to store, so the price will not fluctuate significantly.

At present, the price of cotton is about 18700 yuan / ton, which is lower than that of the same period last year.

In addition, the domestic cotton fabric market has also continued a weak stalemate. Although the mainstream offer increased by 0.1 yuan to 0.3 yuan per metre after the National Day holiday, it has not been matched by volume and the market is still in the doldrums.

Recently, as the stock increased, the mainstream quotation of the cotton mill decreased by 200 yuan to 300 yuan per ton. With the continuous slack of the paction and the tight funds of the enterprises, the price center of the market remained downward.

Enterprises face different levels of losses, facing the most severe test in recent years.

Under the background of slow demand recovery and long industrial pformation, the textile industry will still be under a lot of pressure and will continue for a period of time.

Consumer spending is more cautious.

After the winter clothing is listed, the residents' consumption will be more cautious under the double pressure of higher clothing prices and higher spring and summer growth.

According to the National Bureau of statistics, the consumption price of clothing commodities increased by 3.7% in September this year, the highest since May.

In the economic downturn, coupled with the relatively high growth rate in the same period last year, the growth rate of clothing sales declined this month.

According to statistics from the China National Business Information Center on clothing sales of hundreds of major retail enterprises in China, the retail sales of clothing commodities increased by 10.62% in September, down 6.10 percentage points from the previous month. The growth rate is the lowest year-on-year growth rate since March this year.

The cumulative growth rate of apparel retail sales in the first three quarters was 11.20%, 0.54 percentage points lower than the cumulative growth rate in the first half of this year, 10.8 percentage points lower than the same period last year.

In terms of retail sales, in September, the volume of retail sales of all kinds of clothing in 100 major large retail enterprises increased by 1.06% over the same period last year, and the growth rate slowed down 3.97 percentage points from the previous month.

From the cumulative growth rate, the volume of clothing retail sales increased from 1 to 1.70% compared to the same period last year, 5.06 percentage points lower than that of the same period last year.