Summer discounts will be normal this year

Clothing brands will increase their prices each time they arrive, and it will be difficult to find such a situation in the mall this year. Whether it is the hot spring clothes that are being sold at a discount or the summer dresses that have been listed in succession, they all signal that they do not increase their prices. The new summer dresses are on the market in the women's areas of Vientiane City, Hangzhou Tower, Yintai and other shopping malls. Colorful hot pants, camisole, dresses and accessories have taken up almost half of the shelves. It seems that summer has arrived. "This summer's summer clothes were sold very early." A salesperson said that the weather on the 38th was particularly hot. Since then, many shoppers had fun picking up skirts and shirts.

Whether it is fast fashion brands, fashion clothes, or high-end brands, prices have barely risen this year. H & M's new short-sleeved shirt from 99 yuan, 199 yuan long-sleeved shirt, tight jeans 99 yuan; ZARA shirt from 259 yuan. Cao ** spent 5,000 yuan in the Hangzhou department store a few days ago in the women's brand LILY to the mother to buy a set of high-end women's clothing, she clearly remembered last year also bought the brand for her mother's suit, the price is basically the same.

Sales pressure is the main reason for price cuts. "Since last year, we have felt the pressure of sales. The price of women's wear for this year's main brands has not risen." It has been common in the past to increase the selling price by 10%, and this law was broken this year.

The person in charge of a clothing brand in Hangzhou said that some domestic brands that have recently appeared in the market and positioned high-end and high-end brands have also lowered their prices this year. A certain men’s brand even downgraded the price of the spring fund this year by 30%. The industry has circulated that it is hard to do business this year. Including this men's clothing brand, some apparel brand dealers have chosen to withdraw from the brand directly. Industry insiders explained that after the supplier withdrew, it was equivalent to shortening the supply chain, and the "moisture" of prices was also squeezed out.

The longer the supply chain of clothing, the higher the price. In the past few years, when the mall maintained a two-digit increase in sales, the high-price strategy of the distributors used the “high price plus aggressive promotion” approach to avoid the market. Now brands have to adjust their pricing strategies.

Direct sales have already become the norm. The person in charge of a shopping mall said that although the sales in the first quarter of this year were not bad, the overall sales situation this year is still not optimistic. It is very difficult to return to double-digit sales growth in the past two years. No price increase, or even price reduction is a realistic choice for clothing brands. Another person in charge of the mall said that the inventory pressure of the clothing brand still exists, and the mall has organized a discount sale of as many as 10% off the brand in March. The brand and customers are very welcome.

In addition, e-commerce frequent online promotions brought about by the impact of cotton prices and other factors, but also this year, the reason why shopping malls can not rise.

This year's mall promotions are more affordable and direct. Contrast this year and last year's promotion of Hangzhou shopping malls. At this time last year, it was mainly "full, full, and full." This year, "discounts + full delivery."

Discounts have become the norm for many brands. Since the end of last year, many fast-fashion brands have been in a discount state. This week in the malls like Vientiane City and Lixing, the H&M discounts are as low as 20%; MUJI products are 5 fold; Uniqlo's men's and women's Airism T-shirts 59 Yuan. 90% off summer fashion brand, 5-6 fold spring is also everywhere.