Clothing industry is difficult to do business in summer

Business complaints: Every year from June to August is the off-season sales, few people dumped the goods to buy industry analysts: Consumer demand for apparel is the main reason for the cool industry to deal with the apparel industry in the off-season, the major shopping centers have not only taken Various promotional measures, but also increased investment in advertising, some people are ecstatic about this, and others are not cold about promotional activities.

Phenomenon: Seasonal product discounts are getting lower and lower temperatures are selling down jackets, winter and summer outfits are selling at a lower price, and spring shopping malls are filled with special signs for heating equipment during the day... These anti-season sales activities have long been commonplace and become businesses. One of the most important marketing issues has also been “retrospected” by the general public for a long time. But today, behind the big price reductions in major shopping malls, more discounts come from seasonal products. Since the beginning of summer, many businesses in Anshan have shouted "clearance sale" slogans.

"Now the summer is coming to an end, and product discounts are normal, but the clearance process began in June. It should be the peak period of summer sales." The public Dan Dan told reporters that during the summer season, major shopping malls in Anshan A discount price is lower than a family. A brand shouts 20% off, and another brand shouts 50% off. "I can understand the anti-season clearance, but why do so many manufacturers make such a big discount for seasonal products?" Praise this week, the clothes will be sold at a reduced price of 399 yuan, and now it will be 50% off, only 200 yuan.” Dan Dan pointed to a half-sleeved shirt and told reporters that whenever he encountered such a large discount, Dan Dan could not control himself. The desire to buy.

Business: Clothing is forced to cut prices in the off-season. According to Zhang Bing, the boss of a women's clothing store on the negative floor of the Ssangyong Plaza, although the summer has just passed more than half, the summer dress has ushered in the off-season sales. The merchants are also forced to withdraw funds. Dump the goods into the price, "in the next two weeks, the price of summer clothes will be getting lower and lower."

According to Zhang Bing, in June, the sales volume of her home shop has dropped significantly. “In April, I sold a maximum of twenty or thirty pieces a day, but sales began to decline gradually in June.” Zhang Bing said that July is the lowest point of sales. Compared with April, sales fell by about 50%. From July 10 to July 13, these stores even had the lowest record of zero sales. "The best days in July, every day, It can only sell ten pieces of eight pieces."

Zhang Bing said that she has been doing women's clothing business for more than 10 years. Due to competitive pressures and the annual replacement of the season, he was forced into a large amount of new goods, but the three months of June, July and August are the off-season of clothing sales, resulting in summer clothes. A lot of backlogs began to show signs of warming in early September. As soon as their stores started in mid-July, they took stock and cleaned up their inventory. “A lot of clothes are sold as capital, because the original capital was earned back and now it is sold. To earn one, if you don't sell it, you're smashing your hands. The money is also put in your clothes. The look of clothes in the coming year is not popular, and you can't even buy the price."

The person in charge of a shopping mall in Tiedong said that when the handover of the new year and the seasons is the largest time, the traffic volume of the mall can reach an average of 50,000 per week, but the annual traffic volume is 6-8 months. Straight down, "the average weekly passenger flow can reach 20,000 is good." The responsible person said that each mall's traffic is proportional to clothing sales, "this data can be seen, how much the apparel sales in the off-season to fall, No discount, only waiting to lose money."

Consumers: Frequent discounts are numb. Subsequently, the reporter randomly interviewed 20 Anshan citizens. Among them, 11 citizens said they not only do not like to buy clothes in the off-season, but also correspond to seasonal discount promotions “not to catch a cold”, “51, 11 and 3 During the Women's Day and Middle-aged Day, all festivals are discounted. When there are no holidays, businesses will create festivals on their own.” Sun Yue, who lives in Tateyama, immediately told reporters that there were more than a dozen shopping malls' common “reasons” for promotions. She said that too many discount activities now make her feel numb and even bored. “Almost every day, discounts are the same as not discounting. Can you buy a different one?”

Ms. Zhang who lives in Tiexi shows a different point of view. “Don't look at a lot of seasonal clothing discounts, but there are some new ones that are interspersed in discount clothing. There is no discount at all.” Ms. Zhang told reporters that these new clothes, last week Or the original price, the next week may be half-price sales, she never buy the original price of clothes, and occasionally will pick the anti-season clothing to buy, "multiple shopping, you will find a lot of discount clothing is still very good."

Analysis in the industry: Why is there a low season for clothing?

According to the introduction of New World Department Store Manager Zhang, the monthly sales of clothes increase or decrease in waves, with a certain degree of regularity. The annual season change and the Spring Festival period are peaks, and the sales volume is relatively large; while in the rest of the period, the clothing sales decline slowly. "In June, July, and August we welcome the lowest point of sales."

Manager Zhang explained that there are many reasons for the low season of clothing, but the main reason is because people's demand for clothing in the summer is reduced. “In the winter, when the weather in the northeast is cold, consumers wear clothes “in three levels and three levels outside,” which directly leads to an increase in the demand for clothes.” Manager Zhang calculated such an account for reporters. In the summer, most citizens only need one. Half-sleeved plus a shorts or just a skirt, "The price of a winter clothes, you can buy three sets of clothes in the summer, that is, two thousand dollars in winter can only buy one outfit, in the summer may buy three sets or four sets Clothing, this is the reason why the sales of summer clothing is relatively less than in winter.” “Spring Festival, Christmas and Valentine's Day and other festivals have a great impact on the sale of clothing.” Manager Zhang introduced, coupled with the summer festival is relatively Less, “When you meet May 1st and 11th, although the flow of visitors will increase, most citizens will go to play in the field on vacation. There will be less shopping, less traffic, and the purchase volume will certainly decline.” In addition, summer Hot, compared to indoor consumption, summer people prefer outdoor sports. In winter, the weather is cold. People prefer to nest in the “house”. “Not only are there fewer people visiting the mall, Restaurants, KTV, etc. will be taken in the summer of promotions to increase traffic. "

Mall: Off-season promotion to launch "night market"

For each of the several clothing off-season seasons, major businesses and shopping malls will be targeted to carry out the necessary promotional measures, so there is a lot of seasonal clothing discount sales phenomenon; and off-season discounts, but also businesses in the off-season A means to guide customers shopping. "Make seasons to take profits, off-season take advantage of" is a strategy for many businesses to fight "off-season". “The manager of Anshan New World Department Store, Mr. Zhang, explained that taking advantage of profit is to capture the largest sales volume and take advantage of it, that is, to obtain a commanding height and strive for a long-term strategic advantage.” During this time, businesses are not seeking high profits. Inventory is dealt with, then promote yourself from the side. ”

Businesses fight off-season strategy activities Every year from June to August, the mall organizes a variety of activities to help businesses promote merchandise. The mall provides "all-round" customer service, baby carriages, disabled wheelchairs, free umbrellas, sewing kits, and wireless Internet access. Due to the hot weather, New World Department Store has launched a "night store." Customers who shop at the mall from 7:00 to 9:30 pm will enjoy unique preferential policies. Some shopping malls have targeted VIP services for people with special identities.

The role of a large inventory of inventory not only accounted for the location of the warehouse, promotional activities can make the funds back, does not affect the new autumn and winter clothing purchases. Due to the relatively small passenger flow in the summer, the mall will seize market opportunities from the service. Although not as open to midnight in the South, the night market also has a lot of traffic for the mall. Although it led to the loss of some popular people, it still attracted the attention of the public to some extent.