Where Exactly Is Chinese Clothing?

Compared to the increase in wages, domestic clothing The price increase is obviously much higher. Behind the clothing price of thousands of dollars, what are the factors that affect the pricing?

"The price of domestic clothing has gone up a bit high in the past two years, not to mention the famous brands in those big shopping malls, even in the wholesale clothing market of Beijing zoo. clothes Prices have doubled. " Beijing white-collar Huang Jing (a pseudonym) is deeply helpless.

"Not only domestic brands, but also some foreign brands are going up in price." Huang Jing told reporters that two years ago, John&david's sweater was only a few hundred yuan after the discount. This year it will cost about one thousand or two thousand yuan after the discount of Beijing's Yansha orlies.

In the view of Ren Li, director of Fashion Marketing Department of Zhejiang Sci-Tech University, there are many foreign brands in high-end stores, and most of them are expensive, but not all foreign brands are value for money.

According to Ren Li, some foreign brands belong to cheaper supermarket products in China. They are often packaged into so-called high-end products after entering China. Some famous brands such as Prada, Boss, Coach and so on, although many products are made in China, the selling price may be higher than that in other countries.

"Domestic clothing brands raise prices or higher prices will often be questioned or even cold. When prices are basically close, most consumers will still choose those foreign brands." Years of work in Beijing Brand clothing Liu Xiao, a retail business, is deeply concerned about the future of domestic clothing brands.

　　 Price multiplying of garments

Looking at the dazzling but expensive clothes, Huang Jing sighs that wages are not rising much, but the price of domestic clothing has gone far beyond their own capacity.

In this regard, Zhu Qinghua, a light industry researcher at CIC, told the weekend of the rule of law that clothing prices did increase substantially, compared with 20% years ago. The increase was about between 40% and 1%. Different brands, different customer groups, price increases are also different.

Then, what is the reason for the rise of domestic clothing prices?

Zhu Qinghua said that the main reason for the rise in domestic clothing prices is the rising cost of raw materials, labor and rentals. These push up the cost of garment manufacturing, and then form a support for terminal retail prices.

Fu Kui, chief designer of Beijing white collar Fashion Co. Ltd., believes that the rising cost of raw materials and manpower is the two most important factor.

"The price of domestic cashmere clothing this year has increased by 20% to 30%, which is directly related to the rise of wool and cashmere prices." Fu Kui said.

Liu Xiao told the weekend of the rule of law, the clothing retailing industry has a large mobility, but many companies are eager to stabilize their employees for sustainable development. In recent years, wages and benefits of employees have been rising.

"The increase in labor costs is about 10% to 20%." Researcher Zhu Qinghua said.

Ren Li told the weekend of the rule of law. In recent years, the rental of shopping malls has been rising with the rise of commercial real estate. These will eventually reflect the price of clothing.

According to Liu Xiao, when some clothing brands enter the shopping mall, they will choose to raise their sales prices substantially, because some of them are facing the pressure of huge rents and pressure from shopping malls. Some of them even exceed the cost price several times.

Liu Xiao told the weekend of the rule of law that the rental rates of many large shopping malls were relatively high. Some of the clothing brands had to pay higher rental rents than their stores, and some shopping malls would also take different proportions according to their turnover.

"Many shopping malls, in order to maintain their own income, will also conduct a rigorous assessment of their businesses on the basis of turnover. If a brand is ranked the lowest in consecutive months (different shopping malls are different), it may even be" persuaded to return ". Liu Xiao said that in order not to be eliminated, some clothing brands may also increase their performance by raising prices.

Ren Li also told the weekend of the rule of law, most domestic clothing enterprises choose the method of multiplying the price, that is, multiplying the cost price by several times to price, the magnification in the market will be higher.

　　 Cheap foreign brands get up

In the wake of soaring domestic clothing brand prices, Huang began to pay attention to foreign brands. She was surprised to find that some of the better foreign clothing brands were even cheaper than the domestic ones. Now she has begun to shift more attention to overseas purchasing.

It is reported that Smith Street business consulting company compared the prices of 500 products of 50 brands in China and the United States, and concluded that the price of clothing sold in China was 70% higher than that in the United States.

But in Liu Xiao's view, some high priced clothing brands in China are often not popular. Most of the more popular high priced clothing are still some foreign brands.

For the high price of foreign brands is still highly sought after the status quo, Ren expressed some of his concerns.

"At present, some so-called high priced foreign brand clothing, in fact, is a supermarket product in their native place, which is priced at three hundred and five hundred yuan in foreign countries, but has become a high-end product in China." Ren Li said.

In terms of power, many domestic consumers are keen on foreign brands, but there are not many people who really travel abroad and understand their clothing brands. Some foreign brand suppliers may take advantage of the current situation of domestic consumers' information asymmetry, only propagate their own advantages, and avoid their own price in their own country.

Ren Li believes that although this product is truly a foreign brand, the overpriced pricing is unreasonable.

An unnamed consumer told the weekend of the rule of law that when she went to Germany, she found that Only was a brand sold in a German supermarket.

"There are also famous brands such as Prada, Boss, Coach and so on. In fact, many products are made in China." Ren Li said.

"The purchasing cost, labor cost and management cost have been reduced a lot, or even" bulk up ", but they are still being sold at the price of their origin. Ren Li doubts this and thinks that such sales behavior should be standardized.

According to Ren Li, the regulations on the origin of products are very strict in foreign countries, and they are required to be clearly marked. However, for domestic purposes, some businesses often make a lot of fuss about producing labels.

Ren Li tells the weekend of the rule of law, for example, some brands do not write their own MadeinItaly, just write a Italy, indicating that its brand is Italy, but the origin is likely to be in China.

"The place of origin of a product has a great impact on prices, and the profit margins will be very different." Ren Li said.

　 Entanglement of domestic brand price increase

Beijing's white-collar Huang Jing chose to fight overseas market for domestic clothing brands with ever rising prices. According to the rule of law Weekend reporter, consumers with Huang Jing mentality are not in the minority.

Liu Xiao, who has been engaged in the clothing retailing industry for many years, also sighs that the price rise of domestic clothing brands is very embarrassing. The profits of the non price rises are falling constantly, and the price of the consumers will be reduced.

Ren Li told the weekend of the rule of law that at present, there are many difficulties in running the clothing industry, not the price increases, but the operators have made money. On the contrary, it is generally reflected that the stock is getting bigger and bigger, and the profit margins are getting smaller and smaller.

Zhu Qinghua told the Weekend reporter of the rule of law that in the case of rising costs and the rational retail price of the terminal, the profit margins of the garment industry have declined. The profits of the franchised stores are between 40% and 70%, while the shopping malls are between 60% and 70%.

In terms of terms of power, some brands in China are no less inferior than foreign brands in terms of design and quality. Consumers always blindly follow the so-called foreign brands, and domestic brands are hard to get price recognition.

"Compared with Italy, the United States and other brands, almost the same raw material products, because the other party's brand operation is good, management and efficient, the other side sells at a price of 1000 yuan is very smooth, the domestic brand 500 yuan are very difficult to sell." Ren Li said.

Even more painful to Ren is that many consumers actually get some products that are produced in China, but they only carry a logo of foreign products, which in turn affects the development of domestic industry.

"In fact, the rising cost of domestic garment brand links should be benign." According to Ren's analysis, we used cheap labor in the past, but now our labor and technology are excellent in the whole world and deserve better wages.

According to Ren Li, the domestic clothing industry once had long and low price competition, making many. Designer And technical personnel are reluctant to continue to engage in their own industries, enterprises can not retain talented people, so few domestic world-renowned brands and designers.

Ren Li hopes that in the future, we will have better design and management in order to better promote the development of the domestic garment industry.

Zhu Qinghua researcher finally said that although the clothing industry is not booming now, opportunities often arise in crisis. With the improvement of people's consumption level, personalized demand is highlighting. High-end custom garments are expected to usher in opportunities for development. Focusing on design, trend and brand development will become the trend of the future development of the industry.