Beijing Summer Clothing Market Temperature Decides Sales

Entering the May, the temperature of Beijing continued to soar. After more than a month of silence, the summer clothing finally became "proud and exalting" and occupied the most significant sales position of the major shopping malls. Due to the exceptionally short spring this year, the transition of spring and summer clothing is not obvious, and the price is not rising or falling.

　　 Temperature decides sales

"There is no spring in Beijing." Miss Liu repeatedly stressed this sentence. This year, the situation is even more special. Miss Liu is worried about the spring clothes she bought after the Spring Festival, and has never had the chance to wear them. Now it is hopeless to enter the summer directly. Also worried about shopping malls. clothing Salesman. Because Beijing cool spring, let Sulet morning new product sales of women wear seriously lagged behind. Many brands make adjustments accordingly, and try to choose the styles that are suitable for season alternately in spring supply. The materials are mainly chiffon and other fabrics.

This situation was relieved as the temperature gradually increased in May. I saw through visits that most women's clothing sales in most shopping malls in Beijing were quite popular last weekend. In a shopping mall in Xidan, the rate of summer wear and distribution of shops has basically reached 90%, and the shopping guide in Etam shop is constantly arranging new summer clothes to shop. And BasicHouse's shopping guide believes that this is only a prelude to the peak season for summer wear. According to the data of a shopping mall, the sales of summer wear on May 1 holiday this year increased by 5% compared with the same period last year.

　　 Prices will not rise or fall.

In the face of huge inventory pressure last year, clothing enterprises have no new products listed on the hard gas. The author found that the price of clothing did not show a sharp rise this year. On the contrary, many brands still quietly lowered their prices. According to FivePlus's shopping guide, the price of summer wear this year is down by about 10%. In the past, the price range of clothing in the store was 800-1999 yuan, but now 500-600 yuan skirt can be found in the store.

The reason for this is that the sale of material costs has led to a decline in sales prices. "For example, skirts used to have more mulberry silk, but this year there will be more chiffon." There are also some of the mystery of the shopping guide: "when prices go up again, no one really buys them at the mall, and they buy them all online."

Compared with women's clothing, men's clothing prices also showed a downward trend. The introduction of Taiping bird special store, taking a group of three sets of the brand men's clothing for example, jeans, shirts and sleeves suit, last year nearly 2000 yuan, this year about 1500 yuan can be done.

In fact, the clothing price cut has begun to appear since the beginning of the year. Different from previous years, the Beijing Commercial Daily noted that there was no sign of obvious promotion on spring clothes listed this year, but it also had a low-key discount. In Xidan's Joy City, ZARA, H&M, GAP and other fast fashion brands launched activities such as "spring dress price" and "folding up".

　　 Pricing is closely related to positioning.

In the joy bird Clothes & Accessories Fang Xiaobo, Secretary of the company's limited company, looks at the two strategies adopted by clothing companies this year to maintain or lower prices. According to the performance and sales situation of the birds before the wedding, Fang Xiaobo said that this year's wedding birds adopt a constant price strategy. "This year, the good news bird has formulated the brand promotion plan, the enterprise will practice the internal strength hard, guaranteed the clothing quality at the same time promotes the consumptive experience, expands the brand popularity and the influence."

According to Fang Xiaobo, clothing pricing is determined mainly by brand positioning. If clothing prices continue to rise, the number of customers who will exceed the positioning population will inevitably lose some customers. "Last year, clothing sales continued to slump, some enterprises high inventory. This year, clothing companies will keep prices down or remain unchanged in order to boost sales.

When sales decline, enterprises will take the lead in adopting price strategy to restore consumers. However, the price adjustment range of garment enterprises will not deviate from the positioning group. Independent fashion commentator Ma Gang said that the factors of clothing pricing are various, but are mainly influenced by brand positioning. Ma Gang pointed out that once the price of clothing is lowered or the rate of increase is too large, the audience will gradually shrink and sales will also decline.