Beijing Clothing Market Surges Business Fire

At the end of the year, the discounted sales whirlwind, which was concentrated in the major shopping malls in Shanghai, dissipated the shadow of the financial crisis and enveloped the clothing consumption market. People queued voluntarily in the cold, loosening their pockets and letting go, buying more more benefits.

When entering the shopping malls in Shanghai, the posters of "300 full 300 tickets" and "buy 300 discount 150 yuan" are everywhere. The flow of people is coming in like waves. The salesman's high decibel "special sale" sounds knocking on the eardrum, so that people temporarily forget the financial storm that is spreading all over the world.

At the door of the fitting room, in front of the cash register, and up and down the elevator, "queuing" becomes the "required action" without exception.

In the mealong Town Square in Shanghai, a girl waiting for a fitting test is panting, holding an overcoat in her hand and trousers on her shoulders. "It's not easy to row a team, simply take all the clothes that are in it for a try."

She said.

Many commercial buildings in Nanjing Road, Shanghai, have launched the "100 day marketing" activities since early November, expanding sales by deducting or discounting tickets.

On December 6th and 7, two weekend days, the sales volume of the New World Shopping Center broke through 100 million yuan. Only 7 passengers received nearly 500 thousand passenger trips, approaching the highest passenger flow on national day gold Sunday, and the daily sales volume exceeded 58 million yuan.

The first department store, Yongan department store, Paris spring and other shopping centers also launched an offensive, and all kinds of marketing activities came one after another. In the face of the endless stream of people, some shopkeepers had to use the method of "putting in a batch and sending out a batch" to enter in batches.

The marketing strategy of the full court purchase also attracted many men, "they do not like to go shopping on weekdays, but this time it is wise to show up."

A group of fashionable men are shuttling in the crowd.

According to the national strategy of stimulating consumption in the market, the retail enterprises in Beijing, Shanghai, Wuhan and other major cities in China launched strong discount promotions in September this year. The sales promotion scope and the high profit margins are rare.

Market analysts believe that the financial crisis has led to the breakup of many garment enterprises' capital chain and increased demand for liquid capital. Through discount, reducing inventory can accelerate the withdrawal of capital and increase the cash holding rate of enterprises.

"Under the financial crisis, the most important thing is to boost consumer confidence. Domestic department stores enter the discount peak ahead of time and lengthen the consumption climax," he said.

Gu Guojian, a retail expert and a professor at Shanghai Business School, said, "however, competitive stores should develop their own brand products and form their own characteristics and personalities so that they can have a higher risk tolerance capability and create lasting attraction for consumers."

Shanghai media has commented on the current situation of hot market in clothing market. Generally speaking, the symbol of economic crisis is not only the depression of production and operation, but also the depression of sales.

However, in this global financial crisis, as long as there is a slight price loosening in our market, there is such a hot purchase. It shows that ordinary consumers in China do not have no desire to consume, but the demand in the past has been depressed by relatively high prices or too low residents' income.

The massive promotion under the financial crisis did, to some extent, "liberate" the consumer's "price depression".

In fact, this is not the only change it brings to the consumer market.

The financial crisis has also changed the buying habits and attitudes of some people.

The popular clothing market with "characteristic, fashion and low price" also ushered in a new consumption crowd.

Beijing's Dahongmen, century ding, Shanghai Cheap Road and other clothing wholesale markets, which have been neglected by the white-collar workers, are now being noticed by more and more people.

"Business is getting more prosperous. Parking lots are free every weekend."

Lin Yucun, chairman of the century ding ding Investment Limited, said that the financial crisis made consumers more rational and no longer spent a lot of money on high priced luxury brand clothes. But when they first turned their attention to the fair market or the street shop, they found that there was also a hole in the sky.

"This is conducive to the formation of new consumption habits and healthy consumption mindset - no longer standing at the price level."

Zhou Xiaozheng, a professor at Renmin University of China, said: "like a timely adjustment buffer, the financial crisis has released some ills accumulated during the rapid development period.

Under the stimulation of this crisis, the government adjusts the economic structure, the social income distribution relationship, and introduces the policy of stimulating domestic demand. The business linkage takes various measures to start the market, and the consumption pockets of ordinary people will be further liberalized, believing that more "red fires" will emerge.

Yang Jing: editor in charge