Hanging a foreign brand dare to shout high-priced shopping malls to make two-fold discounts

The ridiculously obscure English "brands" were affixed to the front line shopping malls and a counter was sold, so a vest can be sold for more than 1,000 yuan. Obviously no one knows the "brand", but it can calm down and sell according to the price of Armani and Gucci ... ... shopping malls, the so-called "brand" clothing, the high price, how exactly is the "smelt" into? A “brand” of clothes, from the beginning of the factory to being bought by the consumer, how many pairs of “pilling” hands in the middle?

Phenomenon to hang a brand worth doubled "in front of the mall, a very good skirt, but also more than two thousand yuan, I really do not know why." Hefei Fu said, she and her 9-year-old daughter's clothes, Basically, these are now purchased in small shops that are relatively "civilian," but the reality is that adult clothes in the street storefront are not cheap, so long as they are known as "designer works," prices are almost the same as in shopping malls. It's even more expensive.

A stroll around a few large department stores in downtown Hefei, you will find that this year's autumn clothing is 10% more expensive than last year. If you complain about how prices have increased? The Purchasing Manager or the manager will complain, the rent has gone up again, and the labor has gone up. We don't increase the price. How can we protect the cost? It sounds as if it is a matter of reason, even if a thousand yuan a camisole is reasonable.

An aunt who had bought clothes with her daughter and the guide buyer had “compared the truth” and asked her with a mohair coat that her daughter could not buy. The GuGuoGuGu Zuo said he, "Now the clothes are mainly sold styles, now a lot of brand-name clothes are chemical fiber fabrics." Aunt does not agree, "I buy clothes or look at the fabric, you a chemical fiber clothes I do not think The value is more than two thousand." But such a comparison is often meaningless, because daughters are usually bent on buying.

In the “prosperous shops” on the golden section, three or four hundred yuan a vest or vest can also be sold “without price”. The clothes seem to be “honored” together with the shopping malls and road sections where they are located. Whether they know the “brand” they don’t know or not, they are sold at the prices of well-known brands.

Tracking a piece of clothing with a few layers of leather and a piece of 100% synthetic fiber material, why hang out more than two thousand yuan high price? This not only makes aunts incredible. In the price structure of a piece of clothing, in the end how much cost, and how many people's profits? Many people have such questions.

“The price of clothes, shopping malls should be the largest part of the rent.” Wang, who once worked as a clothing counter in a small shopping mall on Suzhou Road, told reporters, “Sixty-six years ago, on a counter less than ten square meters, the monthly rent was three. Thousands, but not high-end department stores, are low-end shopping malls, as well as utilities and so on."

According to her, some of the more “high-end” fashions are distributed by the headquarters to local agents. Most of the middle- and low-end garments can be delivered to several famous garment wholesale markets nationwide, regardless of the purchase channel. In general, the quality of clothes, the purchase price is less than one hundred yuan, the material is better will be slightly more expensive, such as a mulberry silk skirt, the purchase price may be two hundred yuan, but posted a brand or into the mall, transformed It is two or three thousand. "There is a jacket, the purchase price of 80 yuan, I sold more than 400 yuan, in this small shopping malls, small stores, how much you can earn depends on whether you dare to ask prices."

This is a relatively simple profit model. Most of the clothes entering large department stores contain at least four interest chains.

“Where is the cheaper clothes in the online store? Because there are four less “weekskins” in the middle of the store.” Mr. Guo, a veteran online shop owner, told reporters that “branded” clothes that are now entering the mall are generally subject to at least four levels of exploitation. ": Head Office - First Class Agent (15% Profit) - Distributor (15% Profit) - Shopping Center (30% Profit). For example, to sell a piece of clothing for 1,000 yuan, the shopping mall to make activities 50% off is 500, an agent to get 500 × 15% = 75 yuan, dealers get 75 yuan, shopping malls get 150 yuan, so 500-75-75-150 = 200 yuan, brand business to have 30% profit, 200-60 = 140 yuan cost, that is to say, the mall sells 1,000 yuan a piece of clothing, the ex-factory price is 140 yuan.

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Twenty-three percent have to earn the agent of a certain brand of clothing in Xiamen Chen **, initially rented a store in the middle of the Yangtze River, also considered "Wang Pu", the area is not small, the store decoration is very hard, but No matter how the business is not good, "monthly compensation, lost no way." Finally, switching to the "husband" of the mall. "Now it's easy to sell every day, clothes or shopping malls."

However, the standard for setting up high-end shopping malls is now very strict. After settled in, the brand's sales must be rigorously assessed. If the brand is ranked at the end of sales assessments for several consecutive months, it is very likely that the brand will be “discussed”. Some shopping malls only require payment of rent, utilities, etc. on time. However, some shopping malls not only require the payment of "entry fees" but also require "return points" every month. "Now most high-end shopping malls have a rebate rate of 30%. The specific points are based on the influence of the department stores and the strength of the brand. In short, shopping malls do not lose money." Mr. Guo said, "The mall is the biggest winner."

A floor manager of a large-scale department store in Hefei told the reporter that in some developed cities, most of them have high popularity. Brands with stable customer base are unwilling to enter the mall. Those who love shopping malls are those with low reputation and advertised as Italy. , British brand clothing, because they can use the mall's reputation to "package" themselves, sell high prices, but in Hefei, as long as it was done before the survey of consumer habits, even a very famous brand, will be preferred to enter the mall because The risk of "self-contained" is great.

Some “personality stores” on the bustling roads are also successful, but most still lament the “difficulty.” On the Red Star Road, the owner of a clothing store that had just gone out and said that one year hard, but also earn three or four thousand, if you have strength, or do brand agency, into the mall, the most comfortable. “Now, if you can enter the brand of high-end department stores, the initial fee must be tens of millions, but there are basically no risks. Any unsold clothes can be sent back to the company.”

Nowadays, in the clothes in shopping malls, a 70% discount is given, and the customer almost has to "grate for nothing," and below 50 percent, it will basically cause a mad snatch, which will be almost like a free gift. And Mr. Guo said, “The clothes in the shopping center are still able to protect the capital by 1.5 percent, and there is still something to be earned in 30 percent. Under normal circumstances, the businessman will not make a loss of money. Moreover, there are still no signs of normal shopping. However, those brands that come here for special discounts, which are basically affixed with fake brand names, use the mall's popularity and brands to sell clothes."

â–  Misunderstandings It is clear that Yang Wen is willing to analyze the tangible profit factors at high prices. In the composition of clothing prices, there is also a potentially invisible factor that is still growing indefinitely - consumption misunderstandings. "English is big, expensive is good", so the concept of consumption connivance on the other hand even boosted the rise of "brand clothing" prices.

"Pricing is also a business strategy." Wang ** said, "clothing is more expensive year-to-year, there is a reason that domestic clothing brands compete to go 'high-end line', sometimes the price 'is in line with international standards' instead the better "Selling." In some shopping malls, the brands on the counter are not able to understand English. Most of these clothes produced in Jiangsu and Zhejiang have been packaged as "foreign brands," and they have also been marked as "international brands." The price is surprising, but it's not worth selling. According to conservative estimates, at present, about 30% of clothing brands in department stores are “false foreign brands”. Another argument says that in order to pursue higher profits, shopping malls also favor higher-priced "high-end" brands.

"The shop I was in that year because I was too embarrassed to open a high price and closed down in less than a year." Wang said that since she had "practical experience", her current consumption concept is much more rational. "Two or three thousand dollars a piece, Christmas can go to Hong Kong and Macao can buy real big. The key is that these 'fake name brand' quality and price is disproportionate, many are shoddy, expensive unreasonable ah."