Clothing prices have reached purchasing power

The National Development and Reform Commission thinks that daily necessities will go up and you can interview Unilever. If you find instant noodles to go up, quickly find Master Kang to talk about things. In order to stabilize the oil prices, Jinlongyu has also been called to talk about the national situation and people’s livelihood. But only this clothing industry development and reform Commission did not catch the bulk, so the rise in the price of clothing has become almost the fastest and the largest of all commodities.

However, in the eyes of the market, the price of clothing has soared from 199 to 299, 399 in just a few years, until 899, when the crisis in the clothing industry came. According to reports, sporting goods companies that play a role in the apparel industry have generally fallen sharply on the 18th, of which ANTA Sports shares fell 16.96%, Peak Sports, 361 degrees and Xtep International fell 8.57%, 8.24%, and 12.27%, respectively.

This decline is directly related to its performance. It is understood that after consecutive years of rapid expansion, major sporting goods companies have invariably reached a low tide this year. Some analysts pointed out that this is a two-fold role: First, people's desire for exercise decreases under the financial crisis; second, its substantial expansion drives up costs. I believe that there are many reasons for the poor performance of various companies, but I believe that the most critical thing is that the price of their products has reached the psychological value of the purchasing power of the people, and not only the sports goods company has reached a low tide, the entire domestic prosperity Years of clothing industry may also usher in a long winter.

We can compare the price increase process of ANTA, the company with the sharpest drop in this stock price. According to the statistics of the "First Financial Daily", in 2007, Anta footwear and clothing ex-factory prices were 88 yuan and 53.6 yuan, respectively, to 99.5 yuan and 65.8 yuan in 2010, the increase in the three years was 13.1% and 22.8% . However, after entering 2011, Anta announced at the two orders in February and May of this year that both footwear and apparel products have increased their prices in double-digit terms. The price increase in the first half of this year is almost equivalent to the accumulation in the past four years. Gains. We roughly calculate that, that is, Anta's ex-factory price for footwear and garments will be about RMB 113 and RMB 80 after May this year. According to the conventional contract, the seller’s purchase price is generally about 20% to about 40%, so it’s going to store sales. At the time of its footwear and clothing prices will reach 300-500 yuan.

According to data released by the National Bureau of Statistics, the annual per capita disposable income of urban residents in China in 2010 was 19,109 yuan, with an average of less than 1,600 yuan per month. We would also like to re-define food consumption with an Engel coefficient of 35.7%, and a housing cost of 111 yuan per capita. Expenses, only about 915 yuan, and this part of the money also have to undertake education, health care, transportation, water grid gas, and even have to set aside some savings, can spend only a handful of funds on clothing. It can be said that most of the people have already assumed that they do not start four or five hundred yuan.

According to a data from Shijiazhuang City Bureau of Statistics, in 2010, Shijiazhuang City, the average urban residents per capita expenditure of 832.83 yuan clothing, but this year's 800 yuan expenditure to buy how much clothing it? According to the needs of our masses, this 800 yuan should include at least two pairs of shoes, a set of winter clothes, a set of spring and autumn clothes, and a summer dress. The average cost per item is 100 yuan. The economic status of Shijiazhuang City can basically represent an average level in the country. Therefore, we can calculate the average affordable price of clothing consumption by the domestic people at about RMB 200 based on the 100% overflow tolerance rate. Around, some big cities may reach 400 yuan and will no longer be high.

However, the actual price of our shopping malls is far higher than this figure. Not only that, major apparel companies are still brewing a new round of price increases, such as Peak in July this year announced that the price increase of footwear and clothing were 15 In terms of % and 17%, Li Ning also announced that in the fourth quarter, the price of shoes will increase by 7.8%, and clothing will increase by 17.9%. In addition to sports brands, some domestic garment manufacturers with large shipments also started a wave of price increases after the end of summer sales. For instance, Balini and Giordano also quietly raised prices. Although Senma shouted the slogan of refusing price hikes on the Internet, some netizens pointed out that their sweaters and sweaters were at least 50 yuan more than the average price of last year.

Therefore, the decline in the stocks and performance of sports companies may be just a signal, and the dominoes from which they started will not simply fall down on several manufacturers. Although there is a shadow of inflation and economic recession behind its crisis, it cannot be denied that the apparel industry has been pursuing profits in recent years and blindly raising the price of products so that it is the root cause that is divorced from the ability of the people to bear. Therefore, when many companies fell into a serious decline in performance, we also saw a number of new-born companies such as Fanke, Uniqlo and other companies with a price that was close to the people rise rapidly and quickly occupied a large part of the market. It can be said that the market has not disappeared, but the price we can not afford. (Wang Yahuang China Business Network columnist)

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