What Are The Clothing Stores That Are Doing Well Under The Epidemic?

The author is often interested in clothing industry because of its long-term interest in clothing industry.

From the communication between the author and some clothing people in recent years, it seems that the enterprises or shops that can survive this year's epidemic with such difficulties and live well have at least the following characteristics. A street in shangmeilin, Shenzhen, has a small shop that has been operating in shangmeilin for 18 years. Under the epidemic, the small shop did not officially open until April, and the landlord did not help to reduce the rent, but the shop was rarely affected.

"We are also affected by the epidemic, but it is relatively small, because 80% of our customers are old customers. During the epidemic period, they mainly rely on the support of old customers. They all know the quality and price of our products, so many of them directly place orders through wechat and other things." The reporter told the stock times owner.

The secret of this shop owner is to sell clothes with high price and price According to her, the retail price of the products in her stores is generally 20% - 30% higher than the purchase price, which also includes all expenses such as rent and labor costs. There are not a few garment people who increase the retail price of clothing by 100% or even several times than the wholesale price.

"It's meaningless to sell too high, because customers will never patronize a product if they find it expensive or worthless." The shopkeeper said that some of them were neighbors, but they could not see their heads down. They relied on old customers to do long-term business. Of course, she did not object to the high-priced business model in large-scale commercial squares. "Their rent and labor costs are higher.".

In addition, it is also one of the secrets of the shop owner to grasp the needs of customers and appropriately expand the product level to meet the needs of more customers.

She introduced that she mainly purchased goods from a wholesale market in Shenzhen, where the source of goods was concentrated in the middle and high-end market. She usually selected the styles that customers might like to sell from the market. At the same time, she would appropriately supplement the source of goods in the middle and low-end markets to meet the needs of these customers. After all, her stores are located in the community and consumers at all levels.

Interestingly, maybe the shopkeeper has a specialty she didn't find: sincerity. When the author bought a very favorite dress in the shop, it was washed by mistake after wearing it for the first time, and the hand feeling became worse. When the author proposed to buy another identical dress, the owner sincerely advised the author: "it is not recommended that you buy two clothes of the same style. This dress is just a little touch, and it will gradually get better, and there will be more beautiful styles in autumn."

Between words and deeds, the shopkeeper, while selling, has treated customers as friends, for the sake of customers, rather than to earn short-term benefits.

For example, there is a unique way for each clothing company to manage its own unique clothing, such as high profit. For example, if the clothing design is not unique for a long time, whether it has its own unique business.

The gross profit margin of a domestic high-end women's clothing listed company has remained above 65% for a long time. When talking about the company's high gross profit rate and high product pricing, the chairman of the company once said to the author, "our product gross profit rate is not high, because the competition in the follow-up clothing industry will focus on brand, design, fabric, etc., and the company, as an enterprise focusing on brand and design for a long time, will have stronger product competitiveness and higher clothing price."