Why Do Our Clothing Prices Go Up?

　　“五一”小長假剛過，各大商場馬上亮出“母親節”的折扣信息：滿100減50，全場服裝服飾類七折起等，名目繁多。“打折也不劃算，國內商場里的衣服也太貴了，比國外還貴！”從英國回國度假的李莉在北京逛了幾家商場后十分驚訝，同是商場打折，國內服裝的價格竟然比公認高物價的英國還貴。“在倫敦，40英鎊（約400多元人民幣）可以買到打折的國際一線品牌BURBERRY的連衣裙。可是在國內商場，這個價錢頂多買件國內二線品牌的襯衫，實在莫名其妙！”

In the shopping mall interview, consumers who sigh over the price of clothing are too few.

The average per capita clothing expenditure of urban residents in China is currently 1165 yuan, while in the domestic mid-level department stores, the money can buy at most two long sleeved sweaters.

Why are the clothes sold in shopping malls so expensive?

  　　  生產成本有差別

The same number of 100 pure cotton fabrics, weaving technology is different, the price will be nearly ten times.

In the same design, the cost difference of fabric accessories can be up to a hundred times. "Shopping centers always engage in discount activities, but the original price of clothes is too high, so it's still expensive after folding."

Miss Meng, who works in a foreign company, has a monthly income of about 5000 yuan. During the lunch break on weekdays, she will go shopping in the shopping mall near the office building. After choosing the style, she will go to the street store to "amour" similar items. "The same design, the price difference is ten times, and I really don't understand how expensive the clothes in the mall are!"

Facing Miss Meng's question, the salesgirl resolutely opposed.

"Our fabrics are imported and their designs are French.

High cost and high price! "

   　　 服裝價格與成本真的密切相關嗎？

Beijing copper bull Limited by Share Ltd chief engineer Qi Cai, from the fabric, consumers often contact fabrics including cotton, linen, silk, wool, chemical fiber, blending.

Influenced by the technology, the traditional cheap fabric is probably higher than the natural silk price. With the conventional 100 count pure cotton fabric, weaving technology is different, the price will be nearly ten times.

Coupled with the difference between printing and dyeing and finishing, the price difference of one meter pure cotton fabric may be several times.

From the perspective of accessories, the price difference of buttons, zippers and decorations of different grades is very large.

Take button as an example, ordinary resin buttons cost less than a penny, while the same size of high shell buttons price up to 2 yuan, the difference between the price of 200 times.

The difference between the above production costs is directly reflected in the price of garments.

For example, in the domestic fashion brand ZARA, its new style is similar to Dior and other international brands, but the price is even less than Dior's 1/10.

This is not only because it omitted a lot of design fees, but also because the fabrics of these two are far from each other.

"Customers may look at the clothes sold on the street or in the wholesale market, which are similar to the brands sold in the shops. But the fabrics are different. The wearing life and washing life of the clothes are totally different. Customers may have difficulty distinguishing the good and bad from the naked eye." the saleswoman of the new world CheChe women's wear counters said, "800 yuan skirt will not change and fade for a few years, and 80 yuan may not be able to wash one water, so the clothes in the shopping mall are not expensive."

Pricing depends on the market.

The cost of a garment is 100 yuan, the rate of increase is 8, and the selling price is 800 yuan.

The increase rate of domestic brands usually ranges from several to ten, depending on market acceptance.

"At least one thousand or two thousand of the clothes I want to see, catch up with my salary for half a month!"

Mr. Liu, who is shopping in Wangfujing department store, intends to buy a long skirt for his mother, and turns to several counters. The price of clothes has made him feel shy for 1 years.

"You see there are quite a lot of people at the cash register. Now the shopping malls don't earn money, they dare to spend them.

I have two heads, but I can only walk in poverty.

Compared with some consumers' "unbearable", most sellers in shopping malls say "the emperor's daughter is not worried about getting married."

"Now everyone's income is rising and selling well."

The sales of the LIME counter said that the brand more than 1000 yuan of clothing sold very well, many of the money did not wait until the discount has been sold out, the buyer is not sensitive to the price.

"The relationship between the price of the clothing and the cost of production is not very much now, and the market acceptance determines everything."

A general manager of a clothing company who did not want to be named said whether clothing was accepted by the market, mainly based on design and marketing.

Therefore, at present, the domestic garment enterprises have already considered the production cost of fabrics and so on when pricing.

According to the introduction, clothing enterprises will set up a price increase rate when pricing.

If the production cost of a garment is 100 yuan, the price of the product is 8, then the selling price is 800 yuan.

The rate of increase is directly related to the market acceptance of the brand. The more recognized the brand, the higher the rate of increase, for example, the rate of increase of the international first-line brands such as Louis Weedon can be as high as dozens of times, while the increase rate of the domestic brand is usually several times to ten times.

"Clothes are fashion products, prices are not related to costs, they are linked to demand.

As long as the marketing is good, the price is high enough to sell. "

The manager said that in order to raise the value of the brand, some second line brands have imported foreign trade labels, which are falsely imported from foreign countries, foreign boards and foreign brands. The cost of a dozen yuan will be priced at three hundred or four hundred, which is actually a national product. "This is clothing marketing."

As long as someone buys, the market accepts its high price.

Over the past two years, clothing sales in domestic front-line stores have shown a sharp upward trend, indicating that consumers still accept pricing.

If some consumers feel the price is high, it may be that the income is different from the average level of the current social consumption ability.

　　　 標價的30%被商場拿走

"Entry fee", "shopping mall button", shopping mall rentals, all kinds of "public relations fees" will eventually be included in the price of clothing.

Some high-end shopping malls are up to 35% points, and the clothing enterprises interviewed generally say that the retail channel cost accounts for 30% or even more in the clothing price tag.

If other costs can be reduced by improving technology and improving management, this part of the cost is "hard indicator".

To enter the market, clothing suppliers first pay the entry fee, the amount depends on the level and scale of shopping malls, mainly including the mall posters, promotional fees, default fees, storage fees, advertising fees and dozens of names.

Secondly, most clothing counters are required to take part in all kinds of discount activities held by the department stores all year round, and accept preferential discounts for members of the shopping mall, which means that clothing companies must reserve corresponding price space when pricing.

In addition, shopping mall buttons have a greater impact on clothing pricing. It refers to the agreement between shopping malls and clothing brands, paying a certain percentage of sales volume.

The general store will require the brand to have a guaranteed sales. If the counter fails to complete the task, it will be deducted from the bottom rent; if the guarantee is completed, the amount will be deducted in proportion to the total sales amount.

According to the introduction, the shopping mall's discount points fluctuate between 15% and 35%, that is to say, the clothes sold for 100 yuan per counter will be handed over to the shops for sales of 15 to 35 yuan.

Shopping mall buckles are related to geographical location, passenger flow and purchasing power of passenger flow. The higher the consumption ability of customers in shopping malls, the higher the deduction point. Among them, the lowest point of the outlets is about 10% - 15%, and the medium-sized shopping malls are about 25% - 30%, and some high grade shopping centers may be up to 35%.

"Raw material costs, shop staff salaries, marketing fees and so on are all compressible, but there is absolutely no room for rent. We sell a piece of clothing and 30% are taken away by the mall. The price tag is not high. What do we eat?"

The boss of a women's clothing company in Shenzhen sighs.

The deduction is related to the clothing brand.

The higher the sales volume, the lower the deduction point.

Such as Chanel and other big international brands, stores will take the initiative to strive for their entry to upgrade their grades, so there will be a "counter guarantee", that is, these brands will be settled, and stores will ensure that their sales will reach as many as possible.

Such as Only, Esprit and other mid-range brands, because the volume is large, is the store's initiative to win the brand, the deduction point will be relatively low.

"For ordinary domestic brands, sales will be low, they will be asked to leave the premises, and without the sales terminals, the enterprises will die, so the price can not be lowered."

Although the fees to be paid are numerous, the relationship between clothing brands and shopping malls is "less than enough", and products purchase and payment settlement are all in the hands of shopping malls. Clothing brands are willing to pay all kinds of expenses, but they also take care of the gatekeeper, Department Manager, floor manager and other gatekeepers.

4 the mall said that it didn't make so much money.

The shopping environment is improving, and the fierce competition in the retail industry will counteract the price of clothing.

Clothing brand non channel cost can be greatly reduced.

"If the shopping mall is engaged in activities, it will buy 100 reduction by 50, plus 30% buckles, excluding manufacturing costs, value-added tax and sales commission, leaving the profits for agents and manufacturers less than 10%."

A clothing agent said.

In this regard, the mall has its own explanation.

A boss who has been involved in the operation of the mall for 20 years said that the rental of shopping malls is indeed improving because of the rising operating costs.

The first is the cost of energy.

For example, a 70 thousand square meter shopping mall consumes more than 15 million yuan a year for water, electricity and coal.

Secondly, the retail industry in the past two years has been very competitive. Like Beijing and Shanghai, there are new shopping malls opened every quarter, and each of them is digging up talents, and the cost of manpower is improving.

In order to maintain a good shopping environment to attract customers, shopping malls should be constantly renovated and maintained. This part of the cost is also rising.

"Clothing enterprises should also look for their own price space," the boss said, the current domestic clothing brand logistics management capabilities need to be improved.

From design to retail, the international garment brand ZARA's industrial chain cycle is 12 days, while Chinese clothing enterprises generally need 180 days.

This makes the domestic brand clothing unit logistics cost higher than abroad nearly 10 times.

"By adjusting the industrial chain cycle, we can create a desire to consume, speed up cash flow, and dramatically reduce the non channel cost of clothing brands."

The head of the China Textile Industry Association said that the tail cargo market, Oteri J, specialty stores and online stores are becoming the four new driving force for brand clothing sales. The brand clothing set up in the shopping mall also set up its own online shop, which is superior to shopping malls, and consumers can choose these channels.