Supermarket Pushes Its Own Brand Clothes

Last weekend, reporters at the Carrefour supermarket in Baolong Plaza of New Zealand saw that in addition to a small number of middle-aged and elderly clothing, underwear and pajamas, most of the regions were linked with classic fashion fashions popular with young people. Not only did they sometimes have fashionable lightweight down coats, fleece jackets, fashionable jeans and some fashionable sportswear.

Of course, clothing styles are mostly simple, leisure and sportswear account for more than half.

The reporter observed half an hour, found that a few college students look like young people to buy, there are also some mothers.

"When you come to the supermarket to buy things, you will come to the clothing area to see if you have the right children to bring a few."

Ms. Zhang is picking clothes.

Zhang, who is trying to wear outdoor style down coats, also said that the casual style clothes in the supermarket do not go down the fashion, and the price is not expensive. It is very suitable for students to wear. "The key is cheap, as long as 299 yuan.

I used to just buy socks, and now I can see clothes. "

In the supermarket of Huarun and Wanjia Le Du Hui, the first thing that people hang out is the fashionable and beautiful clothes.

Reporter observation found that, in addition to elderly customers, young customers also come to buy leisure money.

A short down jacket is priced at 499 yuan, but the poster product can reach 50 percent off, which is quite cheap.

Cheng Peng, Huarun fashion sourcing manager, said that the if of the supermarket's own clothing brand was launched in the second half of 2012. Sales of winter clothing this year increased by 100% over last year.

In the past two years, the sale of clothing in supermarkets has become more and more difficult due to the impact of e-commerce and professional clothing stores.

The clothing of the supermarket is different from that of the big shopping mall. The shopping mall takes the high-end route, while the supermarket takes the middle and low end routes, so the super competition does not exist. However, under the impact of online shopping, most of the people go to the shop to clean up goods, which makes the supermarket clothes which were not good enough to add more.

In the past, a large number of sports brands such as Nike and Lining came to the supermarket for sale because of inventory problems.

Sale will be sold in the past few years, about 50 percent off of the old.

It is revealed that the sale will be about 30 thousand yuan a day, about two times that of normal sales.

Carrefour New District Baolong shop manager told reporters that this year, the special store has done less, after all, the inventory of the previous 3-5 years has been cleaned up almost.

However, clothing has always been a category of high gross profit, and supermarkets are not willing to give up completely.

As a result, many supermarkets began to make their own brand clothing, such as the big RFA Wuxi store introduced some exclusive products in 2010.

For example, "Baez Carol" is a brand similar to "UNIQLO" for young people. It is simple and fashionable and convenient to wear.

Carrefour also launched its own brand if in the first half of this year to compete for this market.

Now, besides the impact of online shopping,

The impact is also threatening.

Fast fashion continues to introduce new models, and there is constant change in style throughout the season.

In contrast, supermarkets that fail to keep updating their styles can only make basic funds and open the market at low prices.

People in the industry say that because the cost and market cost of the business process have been reduced, the price of the supermarket's own brand goods can be 15%-20% cheaper than that of the similar brands.

In addition, the own brand is more controllable than the former "old clothes", and is relatively more able to establish customer loyalty.

However, the same person believes that

Commodity prices are relatively low, but at present, young consumers in Xicheng still pay attention to brand awareness when they buy clothes, and their own brands do not yet have brand awareness for them.

In recent years, especially in supermarkets, private brands have been repeatedly exposed to quality problems. WAL-MART's children's clothes, cancer doors, Rui bar mineral water have moss, and Hui Yi paper cups are inferior in quality, which are killing consumers' trust.

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