The Promotion War Of Beijing Summer Clothing Market Started Ahead Of Schedule And Prices Fell

　　 Temperature determines sales

"There is no spring in Beijing," customer Miss Liu repeated. This year's situation is even more special. Miss Liu worries about the spring clothes she bought after the Spring Festival and has never had the chance to wear them. Now it is hopeless to go straight into summer. Also worried about the mall clothing salesman. Because of the cool spring in the capital, the sales of women's clothes of Sulaiti's new products in the morning are seriously lagging behind. Many brands have made corresponding adjustments. In terms of the supply of spring clothing, they also try to choose the style that is suitable for wearing at the turn of the season. The materials are mainly chiffon and other fabrics.

With the temperature gradually rising in May, this situation has been alleviated. A reporter from Beijing Business Daily found that women's clothing sales in most shopping malls in Beijing were quite popular last weekend. In a shopping mall in Xidan, the distribution rate of summer clothes in each store has basically reached 90%, and the shopping guide in Etam store is still sorting out and placing new summer clothes. The shopping guide of Basic House believes that this is just a prelude to the peak season of summer clothing sales. According to the data of a large shopping center, the sales of summer clothes during the May Day holiday this year increased by 5% compared with the same period last year.

　　 Price declines instead of rising

In the face of the huge inventory pressure last year, clothing enterprises have lost the hardness when new products came into the market. The reporter of Beijing Business Daily found that the price of clothing did not rise significantly this year, on the contrary, many brands also quietly cut prices. According to the guide of Five Plus, the price of summer clothes this year has been reduced by about 10%. In the past, the price range of clothes in the store was 800-1999 yuan, but now skirts of 500-600 yuan can also be found in the store.

The reason is that Oushili's shopping guide believes that the change in the cost of materials has led to the decline in the sales price. "For example, there used to be more mulberry silk for skirts, but this year there will be more chiffons." Some shopping guides also explained the mystery - "If the price rises again, no one will come to the mall to buy them. They will buy them all online."

Compared with women's clothing, the price of men's clothing also shows a downward trend. The shopping guide at the Taipingbird counter introduced that, taking a set of three piece men's clothing of the brand as an example, jeans, shirts and medium sleeve suits cost nearly 2000 yuan last year, but this year they can be settled by about 1500 yuan.

In fact, the decline in clothing prices began to appear at the beginning of the year. Different from previous years, the reporter of Beijing Business Daily noticed that although there was no obvious promotional slogan for the spring clothes on the market this year, they also had low-key discounts. In Xidan Joy City, ZARA, H&M, GAP and other fast fashion brands have launched activities such as "Buy It Now" and "Discount".

　　 Pricing is closely related to positioning

At the bird of glad tidings Clothes & Accessories According to Fang Xiaobo, the secretary of the chairman of the board of directors of the limited company, clothing enterprises generally adopt two strategies of maintaining or reducing prices this year. According to the previous performance and sales of Baoxibird, Fang Xiaobo said that this year Baoxibird adopted a price strategy that remained unchanged. "This year, Baoxiniao has formulated a brand promotion plan, and the enterprise will practice hard to improve the consumption experience and expand the brand popularity and influence while ensuring the clothing quality."

According to Fang Xiaobo, clothing pricing is mainly based on brand positioning. If clothing prices continue to rise, it is bound to lose some customers beyond the range of targeted groups. "Last year, clothing sales continued to be low, and some enterprises had high inventories. This year, clothing enterprises kept prices down or unchanged in order to increase sales."

"When sales decline, enterprises will take the lead in using price strategy to recover consumers. However, the price adjustment range of clothing enterprises will not deviate from the positioning group." Ma Gang, an independent clothing commentator, said that clothing pricing has many components, but is mainly affected by brand positioning. Ma Gang pointed out that once the clothing price is lowered or increased too much, the audience will gradually narrow and the sales will also decline.