What Is The Cost Of Clothes That Cost Thousands Of Thousands? The Market Really Can'T Understand.

Nowadays, thousands of Yuan clothes can be seen everywhere in the mall, causing many consumers to complain: "one month's salary is not enough to buy two clothes."

In the face of the high price of clothing, some consumers can not help wondering how much the cost of a garment is. What causes the price of clothing in the shopping mall so high? How much should some discount clothes be worth?

In this regard, the Ministry of Commerce specially engaged in the domestic trade industry experts, the Ministry of Commerce Expert Advisory Committee of e-commerce experts Zhao Ping and Beijing Lawyers Association consumer rights and interests Specialized Committee director Lu Yun made relevant analysis and commentary.

Reporter: you usually go shopping.

Zhao Ping: in general, things in the shopping mall are really expensive. Now more than 3000 of the coats are cheap, and some cashmere coats will be six thousand or seven thousand after the discount.

Six or seven years ago, an American professor came to China. She said that things in the store were too expensive.

I say it's not expensive for your income level.

She said it is too expensive for the quality and popularity of goods, that is, its low cost performance.

Lu Yun: from my personal point of view, I am more concerned about its quality, because the quality of clothes, especially underwear, is definitely the first priority, the second is its price, and the third is its brand.

A reporter's visit found that in Beijing's large department stores, clothing with a unit price of more than 1000 yuan can be found everywhere, and many consumers said that they exceeded their purchasing power.

Consumer Chen told reporters frankly, "now the wage increase is far less than the rise of domestic clothing prices."

His salary is less than 4000 yuan a month. According to the price of many brand clothes, he earns only two shirts a month.

Consumers in the ladies said: "in recent years, the price of clothing in the big shopping malls in China is far too high, not only the price of the famous brand clothing is high, but the price of the middle and low end brand clothing is also much higher than before, and it is still more cost-effective to buy online."

Reporter: China's

Zhao Ping: consumers think the price is too high, mainly for the clothing of the physical store, so many physical stores, especially department stores, are not available. There are not many salesmen in the number of consumers.

Why is the price so high? I think there are at least three reasons. First, the entire production process of clothing is facing the pressure of rising costs. In fact, in the past 10, the labor cost of our country has been rising very fast, almost every year, which is close to three percent to ten percent.

The wages of the labor force have risen, and the manufacturing cost of the market is bound to increase, so the final factory price will be higher.

Second, there are still many problems in its circulation. First of all, clothing sales are generally based on agency system. Every agent must earn money and earn one price plus one price, so the middle cost increases frequently.

Finally, in the retail sector, especially the physical stores, they are faced with the problem of rising rent and labor costs.

In the past ten years, our housing prices have continued to rise.

So for retail enterprises, the cost of the final link is also very high.

According to our calculations, rent and labor costs basically account for 1/3 of the retail price. That is to say, the reason why the price is high is that the cost of front-end manufacturing and circulation is too high, resulting in a higher retail price.

Third, the competition between shopping malls is very fierce. At the same time, they must compete with the electricity suppliers. And the stores are moving a lot.

How can we attract consumers to our store to consume? Many businesses take promotions, but for many stores, they have to set the original price very high so that manufacturers can make money.

Reporter: in our country, how much is the cost of raw materials in a garment manufacturing sector?

Zhao Ping: we have done such a survey, we do not know the proportion of the entire industry, but for a typical representative enterprise, in a mall, if the clothing retail price is 100 yuan, the mall has to leave part of its own profits, and then call the manufacturer 45 yuan, so the profit of the enterprise is very low.

Reporter: if this situation continues, which side will be hurt more?

Lu Yun: first of all,

Consumer confidence will be hurt.

If the price of clothing is higher every year, it may be necessary to regulate it.

Industry experts said that Smith Street business consulting company compared 500 goods between 50 Chinese and American clothing brands, and found that in the same grade brand clothing, China's selling price was about 70% more expensive than that of the United States.

Reporter: consumers can not help asking, why does the cost of tens of dollars of clothing can be marked up to hundreds or even thousands? Why, as a big textile manufacturing country, the price of clothing products in China is obviously higher than those in Europe and the United States? Zhao Ping: I think there are two main reasons.

Many of the popular clothing brands in the US market are manufactured in these countries, and the cost of production in these countries is even lower than in China.

Therefore, from the point of view of manufacturing, the cost of manufacturing goods sold by developed countries is generally lower than that of our domestic ones.

In addition, from the circulation link, such countries as the United States, their retail links are basically large retailers for large manufacturers, there is no other intermediate link.

The goods produced by the manufacturer are sold directly to the retailer, and the retailer's mode of operation is not a combined pport point, but rather a cash purchase, so that a very low quantity discount can be obtained.

In addition, there is no intermediate link, and the frequency of increase in the middle will become zero, so the cost of circulation will be greatly reduced.

Some consumers say that some of the products made in China are also very cheap in the US.

This is related to the whole circulation mode. Many of the goods made in China are processed, and in fact, there is no intermediate link, so its circulation cost is lower than that in China.

An expert in the clothing industry has calculated an account for us. Taking an overcoat with a terminal price of 2000 yuan as an example, its raw material cost is less than 300 yuan, but in the manufacturer's links, there will be additional costs such as labor, accessories, warehousing and so on. At this time, the factory price has already reached as high as 500 yuan. To the brand business segment, there will also be additional costs such as operation, storage and franchise fees. At this time, the price of the product will rise to about 800 yuan. To the dealer's link, the additional cost of land rent and inventory will bring the product price to about 1200 yuan.

The price difference of 800 yuan is eaten by the agent.

Reporter: can we say that in the dealer link, the agent system has become the terminal promoter of raising the price of clothing?

Zhao Ping: the existence of agency system indicates that the market needs agents.

Why does the Chinese market need agents? Because many Chinese clothing brands are relatively small in scale than retailers, and it is impossible to directly sell their products directly to retailers. Therefore, they need first tier agents and two tier agents to connect with retailers.

Besides, the retailer's business mode is not foreign self employment.

The department stores bring in the brand houses, and divide the big department stores into many small ones, and then rent them to the brand dealers. This means that there is another link, so it does not undertake the links, and it also needs to earn a lot of money in the middle. Therefore, the brands have to raise the retail price so that they can make a profit and earn part of the profits of the retailers.

Therefore, I think the existence of agents is directly related to our current mode of production and retail mode.

Because the production is small production and circulation is a big circulation, the agent has the value of existence.

Reporter: for consumers online shopping clothes, what do two people feel the price or quality trap to guard against?

Zhao Ping: I think maybe there is no selling essence. It's hard for consumers to really avoid the so-called trap.

It is still very difficult to buy the cheapest and most cost-effective products.

First of all, from the point of view of e-commerce and entity stores, many brands have set up flagship stores on the Internet.

Consumers can compare them with the physical stores, but now there are several different positioning of brands for online stores, some of which regard outlets as special stores, and discount products that have been processed for the past season.

Consumers want to compare prices very hard, the goods are different, so the price is different.

But consumers must pay attention to several aspects: first, do a good shopping plan ahead, rational consumption, and quantity.

The second is to focus on the long-term, do not sell immediately when you want to buy.

The third is to avoid the mentality of taking advantage of it and try to buy things in flagship stores or reputable online stores or physical stores.

Reporter: will the agency system be replaced by this self run mode?

Zhao Ping: in fact, it is very difficult from the perspective of a physical store.

Because retailers need large sums of money to run their own businesses, and retailers are light assets. In fact, their own funds are very few, so it is very difficult for them to buy and sell like foreign retailers.

In addition, the way of joint point deduction has lasted for more than ten, twenty years, or even longer. In this process, there is no suitable purchasing personnel, only the leasing department.

Therefore, from the perspective of the entity store, it is very difficult to take the initiative to carry out self employment.

But under the pressure of electricity supplier competition, many retailers are now forced to explore the road of self employment.

Although progress is slow and difficult, it has to go in this direction.

So I think self employment is a big trend in the future, though this road is very bumpy.

Reporter: as a consumer, now I know why a garment that costs 300 yuan has become 2000 yuan in my hands. So how can we make clothing pricing more close to consumers' psychological appeals and purchasing power? Is there any good way?

Lu Yun: consumers are psychologically unacceptable, but they are also very helpless.

Consumers may pursue cheap goods or services. In this case, I think supply and demand should be balanced.

Although the consumption place is different, the quality and brand of clothing are different, but it should have a price range, so that consumers can buy the goods they need in the market.