Domestic Clothing Brand Pricing Malformation

A suit of suits cost tens of thousands of yuan, and a skirt is sold to 7500 yuan...

Domestic clothing prices almost catch up with international luxury brands.

However, in the cause of high price explained by businessmen, how many reasonable components are there, and how many are the shields of enterprises' high profits?

Domestic garment pricing malformation

The skirt costs 7000 yuan.

Domestic garment pricing malformation

A Chinese made suit sells for nearly $10000 and a shirt costs more than 3000 yuan, almost the same as that of the world's leading luxury brand clothing.

Many clothing brands are being questioned by the industry.

Are they more expensive than luxury brands' centenary history, craft, customs and brand value?

Reporters found that women's clothing as an example, local

The pricing of clothing and footwear in China is regulated by the market, and the right to decide is in the hands of businessmen. It is difficult for consumers to complain about expensive prices.

Mr. Yang, who accompanied his wife in shopping, told reporters that the price of clothes in the shopping mall was too unreasonable. The vest of a famous brand could be sold for seven hundred or eight hundred yuan.

The name is very foreign, in fact, is the brand of Beijing.

Moreover, some

Salaries actually account for 3% of the price.

Overseas designers

Salaries actually account for 3% of the price.

Some claimed to have hired foreign designers.

YINGZHENG brand salesperson explained that the fabric is imported, the designer is foreign, and the price is also normal.

Huang Yongsheng, director of the clothing department at Raffles International College, Beijing Institute Of Fashion Technology, said that hiring foreign designers is not the direct reason for the high price of clothing.

The annual salary of overseas designers is from tens to tens of thousands of yuan.

Take the counter to sell 3000 pieces of clothing every year, for example, the designer cost of each dress is about 100-200 yuan, accounting for about 3% of the clothing average price, and the proportion will be lower according to the actual production volume.

Dyeing and finishing is difficult.

Imported fabrics

Dyeing and finishing is difficult.

Insiders said that imported fabrics, high-grade fabrics, customized fabrics, and so on, are expensive clothing shield.

At present, the best material in China is worsted wool, a set of worsted wool suit, the cost of its fabric is about 300-400 yuan.

According to Xia Hua, chairman of Yiwen group, the price of ordinary imported fabrics is 2-3 times higher than that of domestic fabrics.

Calculated, the cost of a suit of imported fabrics is about 600-1200 yuan, which accounts for about 10% of the selling price.

Kang Lanxin, Dean of the vocational education of Chinese collocic division and Dean of the clothing and collocation school, said that the real high-grade fabric needs to be fixed and dyed from Europe.

Most of them wear only "imported" hats.

Window dressing and big suit

Brand value

Window dressing and big suit

Zhou Haigang, vice president of the MBA Alumni Association of Peking University and chairman of the school of clothing and collocation, said that the gross profit of clothing enterprises is generally over 50%, and the cost is around 10%.

For example, a 200 yuan NIKE T-shirt cost only 8-10 yuan, and other channels to remove expenditure, the rest of the profit space is more derived from its brand value.

Many domestic clothing brand counters are very foreign in decoration and display.

Many consumers are mistaken for international brands.

But the formation of brand value is not overnight. In the stage of market opaque and consumer information asymmetry, the brand with high price will have room for survival.

At present, a large part of the clothing brand with high price is mainly from the customers of other provinces and cities.

These consumers generally believe that in the obvious location of the mall, the brand of a famous brand should be a high-end brand.

35% shopping bags

Channel cost

35% shopping bags

Questioned by the pricing malformation, Wang Zhuo, the Secretary General of the association of Chinese clothing [8.80 0.92% stock bar Research Report, called for the clothing enterprises to complain: "the price of domestic clothing is high, and the clothing brand is not the initiator, and the channel cost is very high."

Shopping malls have high entry fees, debit points and frequent discount sales. Clothing companies have to take these factors into account in order to ensure profits.

The high price of clothing is definitely not the problem of the clothing industry itself.

The reporter understands, domestic department stores will charge the "channel fee" to enter the store brand, the proportion of sales deduction is between 25%-35%.

Therefore, many brands entering shopping malls are routinely selling products at a cost price up to two to three times.