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Online Purchasing Apparel Less Than 50 Percent Off Profit Margins

2014/1/20 10:54:00 85

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It is not surprising that "P" > international brand clothing goes to a href= "http://www.91se91.com/news/index_c.asp" > foreign purchasing agent /a > 2000 yuan, while Guangzhou shopping mall sells over 6000 yuan. Because foreign prices are cheap. However, some consumers claimed that some domestic brand clothing sold more than 2000 yuan in Guangzhou shopping malls without a penny discount, but less than 50 percent off online purchases. 
 Case: .
 new product online 50 percent off also "/strong > "
 Miss Wu recently saw a suit of a domestic brand in a department store in Guangzhou, priced at 2198 yuan, without a discount of one cent. Miss Wu wrote down the code of her clothes, and found that the 50 percent off shops that had the same clothes were everywhere. Miss Wu bought a list of one shop. The total price was only 1080 yuan, less than 50 percent off, and it was also free of postage, which saved 1118 yuan. 
 "know that purchasing is cheap, but I didn't expect it to be so cheap." After receiving the clothes, Miss Wu's clothes inspection friend found that it was genuine. Friends who make clothes are also very surprised: "the brand internal subscription price is 30 percent off, how to buy 50 percent off to buy it?" 
 reporter survey found that in recent years, the domestic brand purchasing price is getting lower and lower, often the department store has not yet discounted new products, online shop has been able to buy 44% off, or even less than 50 percent off of the price. 
 "this is caused by franchisee or < a href=" http://www.91se91.com/news/index_c.asp "> agent > /a > secretly selling on the Internet. A senior clothing industry told reporters, "clothing brand sales almost no national agent, usually sub regional agents, and sell online, facing the whole country and even the world's customers. Although each garment earned less, but small profits but quick turnover still make franchisees or agents happy. The industry told reporters that the general clothing agents, franchisees will be lower than the original price of the original price of 50 percent off, such as 65% off, 62% off, 58% off, etc. 
 the industry insiders say that brand managers are very strict with agents and franchisees. They can only open stores in designated areas, and each shop must be reported to the company for approval. Sales of other channels are irregularities, including online shops. And do not sell goods, such as the sale of goods in Guangdong to Guangxi, because it will affect the interests of other agents. Once a breach is found, the brand will fines and cancels the agency or franchise. 
 Background: .
 > a href= "http://www.91se91.com/news/index_c.asp" > clothing sales < /a > recession, franchisees go online to dump goods /p >
 agents or franchisees risked losing the risk of dealership and fines, which was related to the downturn in clothing retailing and the pressure of capital withdrawal in the past two years. A department store said that since the beginning of this year, other sports and leisure products have increased, and most other clothing sales have slowed down or even increased negatively. A person in charge of a high-end clothing brand in Guangzhou, who declined to be named, told reporters that the performance in the first half of this year dropped by 30% compared with the same period last year. According to the National Bureau of statistics, in the first half of 2013, the retail sales of clothing commodities above the limit increased by 11.7% over the same period last year, 4.7 percentage points lower than that in the same period in 2012. 
Under this background, this year, in addition to more active participation in various promotions, the price of the clothing store that has been rising for several years has finally stopped at the end of the year. P Reporters learned from a number of department stores that the retail prices of autumn and winter clothing were flat last year, and some brands even cut prices across the board. Ou Shi Li sales staff told reporters that this autumn winter clothing price cut nearly 10%. 
 business strategy: 
 online goods and physical stores dislocation 
 on the other hand, in order to reduce the impact of online fleeing and low-priced purchasing on the store, branding is also taking actions to check franchisees' behavior. At the same time, branding is also exploring new sales models to balance online and offline relationships and avoid such a violation of sales. 
 according to the introduction of a department store, a brand achieves one hundred million on line, but sales of physical stores are down sharply. And department stores carry out the last knock-out system, and if they fail to perform well, they will be driven out of department stores. The brand finally decided to cancel the online channel. 
"P," a well-known clothing brand told reporters: "we have been maintaining the normal price system, minimizing the price difference between online and offline. Online sales are products of special power suppliers or inventory, and new products will not be spelled out online or in real stores unless we want to give up physical outlets. 
 reporters saw in Tmall that many famous clothing brands have set up flagship stores in Tmall, and goods and physical stores are indeed different. 
"P > purchase also should prevent fake goods /p >
 "the clothes sold by the department store for more than 400 yuan can be bought in an online shop for less than 100 yuan. There is no difference between the photos and the counters." A few days ago, Miss Luo bought more than 600 yuan of goods through the shop, but received some rough fake works. 
 the industry has warned that many manufacturers now specialize in imitation of hot clothing, but they will not copy all the styles of a brand in a quarter. Therefore, it is necessary to visit the purchasing shop. In addition, some purchase will also claim to provide shopping tickets, but the small ticket may be fraudulent.