Clothing Retail Brand Ends The Era Of Chinese Clothing Profiteering

Just two days ago, I bought 17 pieces of clothing at 1200 yuan in N&Q store in Xiamen, and I found it nice to wear everything. It was much cheaper than the ZARA I bought before, much less than some other domestic brand Mens.

I used to spend a few hundred or even thousands of dollars in order to take care of my dignity and sometimes I bought a shirt. Now I think I feel stupid, especially in the clothing industry.

But when we experience the luxury brand products, we have an objective view when we have experience.

But those clothes are basically shelved, and I don't want to wear them after several times.

The clothes I wear now, especially shirts, are basically less than 200 yuan per piece, and even the individual products bought during the promotion period are only 29 yuan.

I like to see clothes, and also like to buy clothes. When I change seasons, I often go shopping in ten units. I buy 76 pieces at most, and I even feel exaggerated.

But after trying all kinds of style clothes, somehow I know what kind of clothes I am suitable for.

Before ZARA entered China, in addition to luxury brands and foreign trade goods, I could basically buy JACK JONES and ESPRIT, and occasionally buy some G-Star. Before that, even JEANSWEST, Giordano and the like, honestly, their shirts were basically 200-400 yuan, generally not discounted, and felt very big.

But the style and quality are indeed the same.

As I get older and older, I really don't want to wear the same brand and style clothes as young people, but I have no choice unless I want to buy the brand of fake international real product design.

In those days, I had two white shirts for a year, so I didn't need to buy new clothes at all.

The first is ZARA, then MAMGO, then H&M, Muji, C&A, UNI QLO and so on, and the domestic ones, namely N&Q, Hai Lan's home and PPG, are doing the same.

There are more and more clothing retail brands. There are many stores in the country, and all of them are in the most prosperous commercial area, which is very convenient for consumers to buy.

Many of us do not understand why there was little sales promotion in the mall before, but it was so crazy in 2006 that it was not inferior to those in the mainland.

In fact, it is easy to understand that shopping malls are mainly clothing. The price of the clothes sold in the shopping malls is at least 8 times the cost of the tag, generally 10 times, and even 16 times the high price. A colleague who made bedding products told me that their highest bed price and the tag price could be 130 times that of the finished product.

But now, department stores who consistently maintain high profits, stabilize their image and lead a graceful life have encountered strong price pressures on N&Q's clothing retail brands and have had to offer preferential promotions.

Why?

Because China's business is too deformed, the cost of shopping malls is too high, the sales volume of single stores is too low, the operating cost of unit turnover is too high, and the cost of these channels can only be passed on to consumers.

Therefore, the brands that enter the department stores are often too cheap to be sold on a cost basis.

And why are these high quality shirts with the same quality in the retail chains of retail chains like N&Q? The price of the N&Q brand can only be sold for less than 200 yuan, which is almost the same as those of the domestic two class brands, or even cheaper than them.

In fact, the reason is very simple. They can optimize the business chain and control the retail channel, and scale the operation cost on a large scale, so that the tag price of their products will only be 2-3 times the cost of production.

That's why I only bought a very beautiful cotton shirt at 45 yuan, when, of course, when they were doing activities.

N&Q controls the channels and prices of its own, and plans its own limited shops that can be effectively covered, instead of being forced to follow the vicious competition between hundreds of stores and overcover them.

There are more than a dozen stores in a small Guiyang, and the same is true in a small Urumqi. These will inevitably lead to a decrease in single store efficiency and an increase in operating costs.

So, if he didn't enter the department store and went into the department store, he could not survive.

They control the structure of goods, business chain, production and processing chain, terminal stores, which is the fundamental reason why N&Q can be sold by 3 times or even 2 times.

This mode can create obvious cost advantages, and will inevitably impact on the clothing brands that rely on department stores.

Moreover, the clothing brand of department stores often has a small number of characteristics compared with the retail clothing brand, with fewer seasonal styles and Limited store area. It hopes to achieve larger sales for each item, while the retail brands such as the odd ones insist on a small number of them, and sell them without turning them out to effectively avoid the risk of inventory.

And faster updating of the product itself is also in line with consumers' novelty and the need to repeat purchases.

N&Q has a firm foothold in the Southern China market. After training the management staff, it is bound to open stores in other cities across the country on a large scale. This is the trend of opening a new store in Beijing.

Then, gradually, like Carrefour and WAL-MART, covering the major cities, the consumers all over the country will be blessed.

Now, the pressure of clothing brand in department stores will also make them gradually change. In any case, they will change to rational and reasonable profit space direction.

Frequent discount sales, the introduction of more sub brands to cover more consumers, with more products to support large stores, big shops gradually from flagship store to general stores, this is the way to deal with it.

In the underwear industry, the secret of Vitoria, the world's most influential underwear retail brand, is about to open shop in China's first tier cities. By that time, the bra brand will have to face huge price pressure as well as garment brands.

Everyone knows that although the secret of Vitoria has not yet officially entered the mainland market, it has a brand reputation far higher than that of Ttiumph or Wacoal in the middle class. At that time, consumers will be able to buy high-quality underwear products now costs 250-500 yuan per piece at the price of 100-200 yuan.

In addition, household clothes and pajamas will also be impacted by it, because this is also a very strong category of Vitoria's secret.

The clothing brand of the future will only give preferential treatment to the clothing design brand with strong original design ability and the clothing retail brand that controls the retail channel.

I also look at the development of national clothing retailers such as N&Q in Beijing and even the whole country, such as the "thousand store plan" formulated by Ding Hui, President of N&Q, to realize 3200 fashion life houses in 2016.