Behind the price tag is the virtual fire factory hundred yuan shopping mall to sell thousand yuan

The reporters surveyed the mall clothes frequently cost thousands of dollars behind the chain brand promotion, shopping malls and rebate costs are now high-end shopping malls, an ordinary shirt looks at least two or three hundred dollars, slightly higher grade men's trousers priced thousands The lady's dress five or six hundred dollars is a bargain. Even in the special discount zone, it is hard to see a hundred dollars or less.

Is our taste higher and higher? Or is there a false price behind this price tag? The reporter started with raw materials and examined the path of clothing sales from the general clothing factory to the magnificent high-end shopping malls in the field, trying to expose the numerous constituent elements behind the price of a piece of clothing.

According to the survey, the price the consumer sees in the shopping mall is often several times the price of the factory price. This is because the clothing from the factory to the counter, the middle may experience multiple agency sales, each section of the gross margin increase in the range . In the end, because agents have to bear various pressures such as brand building and inventory, the final price of entering the terminal is already several times the ex-factory price.

Chain raw material costs 5% to 20%

Opposite the South Gate of Sun Yat-sen University is the Guangzhou Zhongda cloth market. In fact, there are a series of fabric wholesale markets in this area. A considerable number of garment processing factories in the Pearl River Delta city buy raw materials from here.

In a shop in Guangzhou Yangtze International Textile City, the reporter learned more about the suit fabric price. Because of the different composition of the fabric, the price difference is still relatively large. The reporter learned about the prices of 5 different fabrics. The price of polyester containing 80% of polyester is 21 yuan per meter, the fabric of 70% polyester is 19 yuan per meter, the wool of 10% is almost the same as 65% of polyester, and the price is around 21 yuan. Each 50% of the material is the most expensive, 65 yuan / meter.

"The wholesale of fabrics earns only a small amount of money. In the summer fabrics, it is good to earn a few cents for a meter. The fabrics for autumn and winter are thick and the profits are relatively high, but they are very happy to make a profit of 1 yuan per meter." Ms. Tan, who has been in business for more than a decade, can sell 1 million meters of fabrics a year, but her profit is only several hundred thousand yuan.

“In the mall, it can sell 1,000 yuan a piece of clothing. If the cost of fabrics is no more than 20%, this is already the most exquisite talent for raw materials. Under normal circumstances, 10% to 15% is almost the same. ”

The actual ex-factory price of plus-size garments can be earned in the wholesale circulation, and the ex-factory price of these clothes will be overweight.

The first is the wholesaler. Lily cotton cheongsam wholesale only 10% less than the profits. "If the wholesalers or provincial agents come to pick up the goods, they will mention the price of each cheongsam at 120 yuan and send it to the customers below."

However, the retail terminals that these garments ultimately arrive at determine their selling prices. If you take the dispersal line (received by individual shop owners), these stores will generally only have a profit of 50 yuan per piece, which is about 170 yuan per piece.

If you enter a specialty store or a large shopping mall, the final price will be determined by "worth of value", which includes brand awareness and shopping environment. The general brand may increase the price by several times, and the well-known brands may even reach more than ten times. The international brands are even higher.

Into the market, OEM prices rose 6 times It is reported that LILY's modified cheongsam, after handling wholesalers and agents, once used as a single product appeared in a store in Tianhe City, the price is 800 yuan, is the ex-factory price About 7 times, "The label is changed." Another shop in Huale Road, which is a business-oriented store, sells for nearly RMB 1,000. "If you change to a foreign or Hong Kong brand, the price is still higher."

LILY said that once this dress is viewed by a high-end business, it will still have an action. “After taking a boutique or shopping mall counter line, it can be sold for about 800 after being branded. However, although the price of 800 yuan is a bit scary, it is not added casually. To consumers in high-end venues, the focus is mainly on the brand. As well as the image, the place of purchase is also part of the image brand.

Why brand clothes are so expensive?

The brand image publicity investment in many interviews talked about the price contrast between individual shops and counters, and it has been difficult to do LILY Da Tan's small brand business in the opening market of the White Horse Wholesale Market for three to four years. "Now it's bulk cargo that doesn't go well and the profit margin is too small. Everyone around seems to be interested in going to big brands," she said.

A senior fashion industry source told reporters that the current domestic clothing brand clothing price is not cheap, and its recent investment in value-added brand building is closely related. For example, this person said, for example, a local well-known women's clothing brand in Guangzhou, the annual rate of signing models and other horses rushed to the world twice to shoot the season's product promotional materials, and made into a flash disc for consumers.

In order to give consumers a more up-to-date fashion experience, several large stores of the brand even have small-scale replacements with different styles in stores within five years. The renovation budget is said to reach 2,000 yuan per square meter.

The cost of entering a shopping mall is extremely high. According to industry sources, the standard of high-end shopping malls in Guangzhou is 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”.

The person in the industry also told reporters that some shopping mall shops can pay rent, utility bills, etc. on time. However, some shopping malls not only require the payment of "entry fees" but also require "return points" every month. "Some malls require a rebate of 30%, and malls are the biggest money makers," said the industry insider.

He told reporters: already well-known and customer base are reluctant to enter the mall. On the contrary, it is not well-known, but also advertised in Italy, the European brand, will be keen to enter the high-end shopping malls, because the sale of high prices, but also use the mall reputation to attract customers.