Beijing summer clothing market promotion battle ahead of time, prices rise or fall

In May, the temperature of the Beijing City soared for a few days. After more than a month of silence, the summer clothes finally "exaltation", occupying the most significant sales position of the major stores. 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 determines sales
"There is no spring in Beijing." The customer, Miss Liu, repeated 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 the clothing sales staff of the mall. 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. Beijing Commercial Daily reporters through the visit to see that most shopping malls in Beijing Women's clothing sales last weekend are more popular. 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 the shopping guide of Basic House believes that this is only a prelude to the peak season of summer wear sales. 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 do not rise and fall
In the face of huge inventory pressure last year, clothing enterprises have no new products listed on the hard gas. Beijing Business Daily reporter interviewed by the discovery, clothing prices this year did not appear a sharp rise in the situation, on the contrary, many brands still quietly cut prices. According to the shopping guide of Five Plus, the price of summer wear this year has been reduced 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. Taiping bird special cabinet guide purchase introduction, in order to match a group of three pieces of the brand for example, jeans, shirts and mid sleeved suit, nearly 2000 yuan last year, about 1500 yuan can be done this year.
In fact, the clothing price cut has begun to appear since the beginning of the year. Different from previous years, the Beijing Commercial Daily reporter noted that although there were no noticing slogans on spring clothes listed this year, they had already made low-key discounts. 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 and positioning are closely related
In Fang Xiaobo, Secretary of the newspaper bird bird Clothing Co., Ltd., this year, clothing companies generally adopt two strategies 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 news bird has made the brand promotion plan, the enterprise will work hard to improve the consumer experience while ensuring the quality of the clothing, and expand the brand awareness and influence."
According to Fang Xiaobo, clothing pricing is mainly based on the decision of brand positioning, if the price of clothing continues to go high, the range of people surpassing the positioning will lose some of the 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.