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Discount On Clothing Brand OR Is Not A Discount But A Strategic Issue.

2013/5/25 20:58:00 25

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If you go shopping now, even if you don't have the intention of shopping, many times, the temptation of the discount in the mall will make you unable to stay longer. Maybe, "careless", a "a target=" _blank "href=" http://www.91se91.com/ "clothes" /a "or a bag has fallen into the bag. Of course, some brands still have a strong price, so a target=" _blank "href=" P "," clothing "," brand discount ", no discount? What are the effects of discounts and discounts?

discount OR is not a discount but a strategic issue /p >

"P", because Mr. Sun Rui, partner of Consulting Management Co., Ltd. believes that the discount and discounts of clothing brands are only strategic issues. In the general direction, most brands are discounted, but some brands are relatively concealed.

high-end luxury brand product prices are relatively high, and its target consumer group is high income earners. This group of consumers is pursuing more terminal consumption experience, so brands often do not discount, and even have the possibility of raising prices.

Mr. Zhan Guang, marketing director of Agel Ecommerce Ltd, believes that LV, Chanel, GUCCI and so on regularly increase their prices one or two times a year in spring or the end of the year so as to maintain the image of brand value constantly improving.

In 2012, for example, luxury goods collectively raised 3 times, and some classic products increased by 37% at a time.

In addition, in order to deal with the rise of CPI and the cost, many brands also have a sneaking up price behavior. The sales category usually raises 10 to 30% a year.

< a target= "_blank" href= "http://www.91se91.com/" > designer < /a > brand is a niche brand. Price is not the only factor to achieve sales. People who really like this brand are generally loyal.

In addition, even if a low discount is given, consumers who do not like it will not buy such brands because of the price, so discount is not very meaningful for such brands.

Designer brands usually do "invisible discount" on important festivals or changing seasons, such as "buy X yuan products to send value X yuan designated products", or adopt integral system, and "accumulate X integral to give value X products".

for the general public brand, it often wins by sales volume, especially at the end of the year. Discount is the best way to withdraw the funds from the brand. Therefore, such brands have special discount on holidays.

discount is a double-edged sword /p >

discount for brands, due to a certain amount of sales, funds have been withdrawn, but from another point of view, discount will virtually reduce the image of the brand in the minds of consumers, and may also lose some loyal consumers of the brand.

As for the reasons for the discount itself, Zhan Guang believes that there are three reasons:

1, activities in the mall.

At present, consumption is down or pferred to the Internet, which has great pressure on the channels of the major shopping malls. Many brands besides normal season change and year-end discount activities, usually the activities of the mall also become an important reason for brand discount.

2, due to the increase of rent and labor cost, the profit space of entity channel narrowed.

The reason is that the price of the brand is too high, but consumers who are too expensive will not buy it, so there is a phenomenon of high price and low discount.

3, the impact of the electricity supplier.

Geomantic omen in the electricity supplier and the store store takes turns. On weekdays, online shopping is very convenient for people to work at home. This is the electricity supplier's world. During holidays, everyone has time to shop. At this time, sales of physical stores have increased significantly.

but frequent discounts can also cause a series of bad effects, such as:

1, causing consumers wait-and-see attitude.

Consumers also have a psychological, the more discount the more wait-and-see, hope that the discount can be lower.

"Can you still lower it?" "where is the bottom line?" and so on.

2, discounted reverse psychology.

Because discounts make consumers lose or reduce the value of goods purchased at regular prices, so they rebel against the discount brands.

3, directly affecting brand image.

Brand discount often makes consumers feel that the brand is cheap, and the quality of products is not good.

4, brand bargaining power is getting worse and worse.

The discount will make the psychological expectation of the customers more and more high, and the bargaining power of the brand itself is getting worse and worse.

no temptation to resist the temptation of "/strong > "

for the non discount brand, the psychological expectation of the customers is zero, so the discount is excluded from the shopping decision factors.

the advantage of no discount is that the brand value is strong. Such a brand can be a centenary brand with strong vitality, high customer loyalty and high gross profit.

In fact, any mature brand can survive without discount. As long as the enterprise concentrates on building brand value and letting the brand value impress the consumers, instead of making frequent articles with low price war, the brand can still get a large number of customers' favor and purchase.

The disadvantage is that the brand is easy to make niche brands, and the company's revenue, volume and scale can hardly be too short in the short term.

comprehensive discount sales promotion is also a knowledge. We must take account of both short-term and long-term interests. If the discount can not be avoided, we must control and control the discount intensity, frequency and duration. We should try to adopt various forms such as discount package, full sale, full delivery, buy Gift, change, purchase, mail, lottery, coupons and so on, so as to avoid customers' direct association with price discount. They not only encourage the old customers, but also enhance loyalty and guide the new customers.