Spring Garment Retail Price War Fiercely Forced Pformation Of Garment Industry

Wearing new clothes in New Year is the custom handed down in ancient China. Shopping for new clothes during the Spring Festival has become an indispensable activity for consumers in the new year.

During the Spring Festival, many shopping malls in Beijing were found.

The sale of banner under the banner of greeting the year of the chicken is very good.

High discount frequency

During the visit, most brands offered different promotions during the Spring Festival, of which 50 percent off were the most common ones.

However, if consumers want to get a discount of 50 percent off or lower, they often need to buy more than two items to get it.

Take Beijing Han Guang Department store as an example, the mall signs the anniversary of its 17 year anniversary, calling out the slogan of "3 New Year celebrations in the big buy".

But there are not many commodities that are actually playing 70 percent off, and most brands offer a discount of up to 50 percent off.

Such as ONLY, TEENIE WEENIESLY and other brands are also part of the slogan, and if consumers buy more than two items of clothing will enjoy 20 percent off discount, four four discount 30 percent off discount.

In addition, YOUNGOR, nine Mu Wang and other domestic well-known.

Brands also offer 50 percent off to 30 percent off discount.

A salesperson said: "after the Spring Festival, we will have to change the spring clothes, and we can also sell more spare parts by discounting holidays."

Faced with various brand clothing during the Spring Festival launched various discount promotions.

According to the analysis of the industry, price is one of the main determinants of consumer purchase, especially for those products with high brand awareness.

Therefore, discount is the most effective and effective way of promoting sales to consumers.

Because of the obvious promotional effect of discount, manufacturers often use this as a means to deal with unexpected situations in the market, so as to fight against the sales promotion activities of their competitors, deal with the expiration products or over season products, and accelerate the withdrawal of funds.

"Holiday sales promotion has a significant impact on the sales of clothing in the mall during the Spring Festival."

Changjiang Securities Lei Yu said in the research report.

The impact of the Internet economy is great.

At present, the use of discount method to stimulate consumers to buy their own products has become one of the common means of brand competition.

Discount promotions can attract the flow of people at the retail terminal, and promoters can also complete the business as soon as possible.

However, some people in the industry say: "high price and high frequency discount promotions will lead to vicious price competition among brands, which is not conducive to maintaining product price image and reasonable profit margins."

In the industry view, although the discount can stimulate consumption, but this discount is not suitable for long-term use.

"The biggest discount on clothing is online shopping, and the low price of Internet sales has greatly reduced the sales price of clothing stores."

A well-known clothing Brand Company official said: "the low clothing prices of online shopping have greatly affected the clothing prices of the physical stores. Meanwhile, the price of the major brand clothing has also been affected, and even led to a decline in performance."

After collating flush statistics, 24 companies listed on the 58 textile and apparel listed companies which issued 2016 performance forecasts were expected to decline year-on-year.

Among them, the modern Avenue expects net profit in 2016 to drop 2155.38% to 2938.38% compared with the previous year, and the net bird profit in 2016 is down 399.95% to 489.93% compared with the previous year. The Vico essence is expected to decline 222.08% in 2016.

According to the survey, a number of clothing brand listed companies found that after the Internet shopping became the main choice of consumers, most clothing brands had to accept the fact that they were seeking a way out on the Internet.

The Brand Company responsible person told the Securities Daily that consumers are mostly used to online shopping. Under the circumstance of heavy discount on online shopping, the company has to take different ways to clear inventory on different lines or prices.

According to the flush statistics, the inventory of textile and clothing has been increasing gradually in recent years. From the first half of 2012, the inventory of textile and clothing industry rose from about 60000000000 yuan to about 80000000000 yuan in the first half of 2016.

Reporters found that in the case of online shopping clothing discount, there are a number of Brand Company to increase the intensity of discount online way to inventory, and these commodities are often dominated by old money.

A salesperson with brand clothing stores said: "the discount products commonly sold on the Internet are 2 to 3 years old, while the stores are selling new ones, so the discount is less than the network channel".

Reporters found that online discounts to stock brands are often traditional brands, but there are also some emerging online brands with low price and high quality, which have won consumers' love.

"We have to admit that online shopping has a great impact on traditional clothing brands. In order to find a way out, today's clothing enterprises will not develop internationally famous brands or high-end brands or luxury brands, or else they will go faster.

The road of development.

A clothing brand listed company responsible person said, the general enterprise to high-end brand development is not easy, and most enterprises can only take the fast fashion development path.

However, under the impact of ZARA and other fast fashion brands, the market competition pressure is still relatively large.

The survey found that in the long run of the industry downturn, the merger and pformation of the textile and garment industry is the reason.

Shandong Ruyi group, for example, spent 1 billion 300 million euros on the Sandro, Maje and ClaudiePietro of light luxury clothing brands of French SMCP group.

For example, the stock market has been involved in the medical and American market.

The "Pan fashion industry interconnected ecological circle" strategy of the four major industrial sectors: + baby + cosmetics + medical beauty.

In addition, Saturday began to pform to fashion IP, and the company said it would gradually build a fashionable IP ecosystem through acquisitions.

Insiders say that although the textile and garment industry has gone back to the past, some enterprises' performance has begun to improve.

More interesting reports, please pay attention to the world clothing shoes and hats net.