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The Clothing Of The Big Store Is Gradually Reduced To Low Quality And Low Price "Stall"

2013/7/7 12:08:00 66

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half past eight pm, Li Yun, a taller (alias), reluctantly changed the "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "to promote the flower car income storeroom," it can not sell a few pieces a day. "

Li Yun told reporters.

Auchan Beijing Kexing store, recently held the "a target=" _blank "href=" http://www.91se91.com/ "dress less than /a" category promotion is not so busy as she imagined.

in recent years, store clothing has gradually become a low quality and low price "stall goods", which is abandoned by consumers, especially young consumers. As a major category of high profit margins in big stores, self made brand clothing has been put on the agenda by various supermarket giants.

However, the quality of supermarket clothing that has been exposed repeatedly has caused the trust crisis of the increasingly declining store clothing. P

Under the double pressure of the overall cold business and the impact of the electricity supplier, the clothing category of the hypermarket is suffering.

embarrassment of "chicken ribs"

in the case of "two high and one low" (Gao Zujin, high labor and low profit), the sales volume of supermarket clothing category contribution is not directly proportional to the operating area.

with the development of franchise stores, more and more brands begin to "break up" with supermarkets.

The most prominent one is the down garment brand represented by Bosideng.

Less than 5 years ago, Bosideng down coats, which were most commonly seen in store stores in China, began to spin off sub brands and set up exclusive stores in recent years. In the first quarter of 2013, the number of stores in Bosideng reached 13 thousand, with a net increase of 4665 in March 31, 2013.

at the same time, the clothing of the hypermarket is gradually going to the low end.

In Auburn Beijing, the 29 yuan T-shirt and 59 yuan shirt are covered with shelves.

In Carrefour Beijing Shuangjing store, 19 yuan ~100 yuan clothing can be seen everywhere.

survey shows that the types of clothing purchased by consumers in supermarkets are mainly socks (about 91%), underwear (73%), trousers (42%), and coats (29%) and other daily life clothes, and the consumption of seasonal fashionable clothing is not high.

Zhou Yong, a professor at Shanghai Business School, thinks that three reasons lead to the low sales of clothing stores.

First of all, low cost, poor quality and high price; secondly, incomplete items and few choices; third, old fashioned style, not only can not attract new generation of consumers, even "Housewives" also think that hypermarkets are not places to buy clothes.

, but Zhou Yong also stressed that the soft department stores, including clothing products, belong to the benefit commodity, and the gross profit margin is higher. If the stores have these gross income, they will be more competitive in the sales price of fresh and grocery products.

According to statistics, the gross profit margin of fresh products in supermarkets is about 10%~15%, and clothing can reach more than 25%.

however, in the contradiction between high profit and low sales, the clothing of big stores is still "chicken ribs".

sale will VS own brand > /strong > /p >

When p is worried about the sales of clothing category, many clothing brands coming out of the hypermarket, especially the sports brand, are also facing the threat of high inventory.

it is understood that a large number of sports brands such as Nike and Lining began to go out of exclusive stores and department stores and enter supermarkets.

Recently, at the Sam member store in Yizhuang, Beijing, the reporter saw Nike's special sale, the price was as low as three to half off, while the Metro Beijing Shili River store also put the outdoor brand sale in a striking position.

but the form of special sale is not particularly valued by the industry.

Hu Chuncai, general manager of Shangyi consulting, Shanghai, told reporters that the clothing category of supermarkets should also work hard in terms of quality and style, and can not simply rely on sale, otherwise it can only be reduced to a "tail cargo market".

since external force can not cure a disease, it can only start from itself.

Shen Jianguo, chairman of Shanghai general retail consulting company, said that the gross margin of clothing was generally between 25%~35%, while its own "a target=" _blank "href=" http://www.91se91.com/ "brand clothing" /a "gross margin could even exceed 50%.

Driven by profits, all of them have launched their own brand clothing.

"P", Tesco's own brand F&F, head of China Chis other, said that the number one F&F in Czech and Slovakia now will increase its investment in the Chinese market this year.

WAL-MART's "Jane Eyre" dress also covers men's and women's wear, pajamas, underwear tights, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > sons and so on.

What is worth mentioning is that P's own clothing brand "excellent spinning" and exclusive agent "Baez Carol" and "Qiao Le Qi" are very popular with consumers.

the head of Department Store Department of Da RFA supermarket told reporters that the exclusive introduction of the agent brand Qiao Le Qi, the price equivalent to the domestic brand Tonlion, fabric and workmanship can be comparable with some of the middle end shopping malls brand, and Baez Carol is a brand similar to UNIQLO for young people, positioning simple fashion, the same price range below 500 yuan.

in addition, another exclusive brand of shoes, Yali, is cheaper than the same grade shoes in the mall. The raw materials are all leather and comfortable, targeting 25 to 35 year old women.

"hypermarket can do its own brand clothing, but not all enterprises can make free brand clothing," Zhou Yong cautioned. Early losses and inventory are the test of internal resources of enterprises.

opportunities and challenges coexist .

> how to do the dress of the hypermarket? Zhou Yong thinks that we must have the determination to make the best of the world.

Do well and continue to make full use of the leverage of fresh and clothing.

Yonghui is an example of the combination of the collection of fresh products and the profit of clothing categories, creating an efficient store performance for Yonghui.

Yonghui supermarket 2012 annual report shows that its clothing category revenue increased by 45.78% over the same period, although it accounts for only 8.4% of the company's main business income, but clothing can raise gross margin.

there is also a view that hypermarkets have entered a declining period. Many products should exit from hypermarkets in pition, leaving limited space to more valuable products and increasing customer experience space.

however, Hu Chuncai's reminding of the three or four line cities or even the rural market may open up a new way for the store costume.

He pointed out that with the gradual decline of the hypermarket to the three or four line and the rural market, the costume of the hypermarket has certain competitiveness in terms of price and style.

but in recent years, the private brand of hypermarket has been repeatedly exposed to quality problems. WAL-MART's children's clothing, carcinogenic door, Rui bar mineral water, moss, and Hui Yi cup inferior quality are all consuming consumer's trust.

how to achieve a balance between quality and price is the primary consideration of the brand clothing.

At the same time, we should also pay attention to the dislocation competition with general merchandise.

The relevant industry believes that the supermarket will display nearly 100 square meters of area to display clothing, compared with the department store, the scale is much smaller. Therefore, the brand, fabric, workmanship and style control of supermarket brand is the choice standard of supermarket, and take the route of comfortable and leisure.

Less than P, it is worth noting that clothing exported to domestic sales also began to appear in supermarket hypermarkets. These products are very competitive both in style and price.

Hu Chuncai told reporters that such products are not particularly suitable for Chinese people in size and edition, but if they cooperate with similar enterprises and participate in the design and customization of the earlier stage, they will have a good effect by virtue of their sensitivity to the fashion trend and production proficiency.