It Is Also Necessary To Check Whether The Price Of The Clothing Brand Of Parity Is Attracting More Customers.

Recently, the retail market is facing a downturn. Many brands have chosen to cut prices to attract customers. Many of them have begun to cut prices, but it still takes time for them to attract more customers.

In the downturn of consumption, retail In today's sluggish market, price cuts are no longer limited to luxury brands. Some of the high street and fast fashion brands have joined the price cuts. A few days ago, Spain's high street fashion brand Mango parent Mango MNG Holding announced the price of its leisure series, and Muji also opened a new round of "new pricing" in the beginning of the year. Industry experts believe that in addition to the impact of the environment, young people pay more attention to the concept of cost-effective consumption is also the main reason for the price reduction of the brand. However, whether the price can gain a larger market share remains to be verified by the market.

　　 Price and positioning have become a common phenomenon.

Mango MNG Holding said the price cuts were aimed at providing affordable, high-quality and fashionable products for young people. Public information shows that this is not the first time the company has implemented a price reduction strategy. In 2013, Mango MNG Holding cut its product price by 20% to narrow the distance from ZARA and launch the concept of "hypermarket".

Coincidentally, Muji finished the new pricing in August last year, and launched the two new pricing in December and early this year. MUJI has said in its WeChat public address that the new pricing is for more customers to purchase MUJI products with more favorable and more intimate prices. By reducing tariffs, more efficient inventory management and expanding production scale, it can provide more "reasonably cheap" rich products.

In addition to the price of the children, the fast fashion brands also reduce the price of clothing through several rounds of discounts. In addition to the "double 11", "double 12" and "38 Festivals" and others, the brand will also offer discounts for some products during the new season or the new period. Often visiting UNIQLO and Muji customers, it is easy to find that when the stores are often limited, the frequency of discount activities such as ZARA, H&M and so on is higher and higher. Some clothing brands also launch the internal shopping Association, attracting consumers with less than 50 percent off discount.

Insiders pointed out that today's downward positioning in the clothing industry has become a common phenomenon. The luxury group is developing the luxury brand of the sub line, and the luxury brand is moving towards the high street. The high street brand like Mango seems to be turning fast into fashion through price reduction, and some international fast fashion brands are also offering cheaper series to grab the market share of the domestic low price clothing.

　　 Whether the price can be effective is yet to be tested.

Some fast fashion Brand related officials believe that the price reduction of cheap brands is a microcosm of the retail industry's downward price in recent two years. On the one hand, the global consumer market is weak, and the retail environment of the garment industry has been greatly affected. According to the China National Business Information Center, the retail sales of clothing commodities of hundreds of key retail enterprises in the first 2 months of this year dropped by 5.5% compared with the same period last year, and the growth rate dropped by 11.9 percentage points compared with the same period in 2015. On the other hand, with the cultivation and popularization of fashion concepts, the consumption concept of young people has changed greatly. They no longer blindly pursue expensive brands. Shopping emphasizes individuality and cost performance.

Huang Zhiwen, CEO, a senior garment worker in fashion, said that the price reduction of clothing brands has both passive causes and active adjustment. Nowadays, designer's original brand, buyer's brand and some comprehensive brand stores will adopt a downward pricing strategy to attract customers to buy. Faced with this phenomenon, the traditional fast fashion brand will react faster and passively adjust the price.

Besides, Online retailers It has become the main consumption channel after 85, after, or even after 95. The Commission and operation cost of the e-commerce platform are slightly lower than that of the physical stores, which means that there is room for giving preference back to customers. Some brands have seen this space, or if they have new profit margins in raw materials or supply chains, they will take the initiative to show their price.

"Whether the parity brand can get more market share through price reduction can be tested by volume, conversion rate and so on." Huang Zhiwen believes that parity brands should return to fundamentals, do well products and services, export competitive experience and value for users, and establish new value cognition for young consumers. At the same time, based on the trend of mobile Internet, parity brand should digitize the whole business system instead of just doing some digital marketing.