High End Clothing Brands Have Also Joined The Ranks Of Discount Clothing Merchants Have A Hard Time

July 12 Yesterday, Ms. Wang went to the Runhe Commercial Building, Jiefang Road, Shaoxing City, and found that most clothing, shoes and hats brands in the shopping mall had offered discounts. Not only did they offer great efforts, but also some high-end brands that rarely joined the discount team have lowered their "noble heads". "This year's discount season comes earlier than previous years, and such a large discount seems to have never been seen in the mall when celebrating. It seems that the business life is really hard now."

When the reporter came to the Guoshang Building, the colorful discount and promotion signs in the mall were very eye-catching. Among them, the lowest brand discount has been reduced to 20%, and some high-end brands that rarely offered discounts in the past have also begun to offer discounts. image Women's wear Brand "attachment": in the past, there was little discount for the brand's products in the current season, but now they are basically 50% off. Men's wear brand has no discount compared with Wali Paul in the past, but now it also has a 30% discount. Some ordinary brands have lower discounts, with women's clothing generally at a discount of 2-5% and men's clothing at a discount of 3-5%.

In Chengdong Fashion Parkson Department Store, various clothing, shoes and hats brands have also joined the team of discount promotions. A person in charge told the reporter that this discount is a spontaneous behavior of clothing brands, not the behavior of a certain mall, nor a local phenomenon in Shaoxing, but a national phenomenon. The reason is that clothing enterprises have to reduce profits to increase sales and withdraw funds as soon as possible in order to digest a large amount of inventory pressure.

High inventory has become a common problem of clothing, shoes and hats brands, Li Ning The company is a typical example. The reporter saw that the headquarters of Li Ning Company released the data of the fourth quarter 2012 order meeting last month, in which the number and amount of clothing product orders fell by more than 20% year on year. The company said that destocking is still the primary goal of this year, striving to reduce the inventory to a reasonable level by the end of this year.

"Compared with last year, this year's business is very difficult to do." A clothing dealer told reporters that at the end of last year, some manufacturers and dealers were not accurate in their judgment of the industry and market, resulting in a large backlog of products. If the products could not be sold, it would be more difficult to sell next year. Therefore, manufacturers and dealers would rather reduce profits and also reduce the inventory burden. "I have a small inventory of clothes in my warehouse, but now everyone is on sale. I can't sell them without a discount, so I have to discount even if there is no profit."

The difficult situation of manufacturers can be seen from the sales performance of commercial buildings. The person in charge of a large mall on Jiefang Road told the reporter that from January to June this year, the sales of the mall increased by 3% compared with the same period last year, while in previous years, this figure remained above 10%, of which the decline of men's clothing was relatively obvious. "The shopping malls in Shanghai and Hangzhou are all" wintering ". By comparison, we are pretty good." The person in charge told the reporter that in the first half of the year, the consumption demand in various fields has decreased, especially the sales of household appliances, tonic products, tobacco and alcohol.

The reporter learned from the Municipal Bureau of Statistics that the growth rate of total retail sales of consumer goods in Shaoxing City in the second quarter was slower than that in the first quarter, and the trend of consumer demand slowed down.

However, it is surprising that the reporter found in the interview that, despite the slowdown in consumer demand, consumers' enthusiasm for beauty products remains undiminished. In Guoshang Building, the sales of cosmetics increased significantly, including Estee Lauder The sales of the brand exceeded 2 million yuan in five days. "In the economic downturn, people have reduced their consumption level, but they are still keen to buy beauty products," said the head of the mall.