A set of suits fluctuates by 10,000 yuan, and a set of skirts sells to 7,500 yuan... Domestic garment prices have almost caught up with international luxury brands. However, in the high-cost reasons explained by the merchants, in the end how much is a reasonable component, and how many are the corporate high profits of the shield?
The skirt sells 7,000 yuan to make the domestic clothing to distort the price to a domestically produced suit sells nearly ten thousand yuan, the shirt wants 3,000 yuan, almost has the price with the world famous luxury brand clothing. Many apparel brands have been questioned by the industry for pricing malformations. Do they have more reason than expensive luxury brands' history, craftsmanship, tariffs, and brand values?
The reporter found that with women's wear as an example, the local clothing brand YINGZHENG's set of women's dress skirts, after 70% off, the price is more than 7,500 yuan, while the Meishimei brand's women's jackets sell for 3300 yuan. Sales staff said that only membership cards can enjoy a small discount. "A lot of domestic clothing brands are all this price. People have high prices. We don't set prices down." Salesman explained.
China's garments and hats are priced by the market. The right to make decisions is in the hands of businesses, and it is difficult for consumers to complain due to high prices.
A Mr. Yang, who was shopping with his wife, told reporters that the clothes in the shopping malls were too pricey and the vests of unknown brands could be sold for seven or eight hundred yuan. The name is very foreign, in fact, is the Beijing brand. Moreover, some clothing prices can be bought at Outlet international big name.
Overseas designers pay actual price 3%
Some brands claiming to hire foreign designers have even sold a piece of clothing for more than 10,000 yuan.
YINGZHENG brand sales staff 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, said that hiring foreign designers is not the direct cause of expensive apparel. The annual salary of overseas designers ranges from 100,000 to tens of thousands of yuan.
Taking counters selling 3,000 clothes a year as an example, the designer’s cost for each item of clothing is roughly between 100-200 yuan, which is about 3% of the average price of clothing. According to the actual production volume, the proportion will be more low.
Imported fabrics are difficult to achieve a certain degree of weaving, industry insiders said that imported fabrics, high-grade fabrics, custom fabrics, etc., are expensive clothing shield. At present, the best fabric in China is worsted wool and a suit of worsted wool. The cost of fabrics is between 300-400 yuan.
According to Xia Hua, chairman of Yiwen Group, the price of ordinary imported fabrics is generally 2-3 times that of domestic fabrics. Calculated, the cost of imported fabrics for a suit is about 600-1200 yuan, which accounts for about 10% of the selling price. According to Kang Lanxin, the first person in the vocational education of the China Costume Matching Division and Dean of School of Clothing and Clothing, the real advanced custom fabrics need to be woven and dyed from Europe. It is difficult to do so. Most are just wearing "imported" hats.
The value of the brand window Yangko equipment big brand vice president of the Beijing University MBA Alumni Association, Pao Shang clothing collocation college chairman Zhou Haigang believes that gross profit of garment enterprises are generally more than 50%, the cost is about 10%. For example, the cost of a 200 yuan NIKE T-shirt is only 8-10 yuan. Others remove channel expenses. The rest of the profit space comes from its brand value.
Many domestic clothing brand counters are very foreign in terms of decoration, display, etc. Many consumers mistakenly believe that they are international brands. However, the formation of brand value does not happen overnight. In the stage of market opacity and consumer information asymmetry, brands with high prices have room for survival.
At present, a large part of the high-priced clothing brand sales results from the favor of customers in other provinces and cities. These consumers generally believe that in the obvious location of the mall to open stores, the brand of the adjacent big brands should be high-end brands.
35% of the channel cost into the mall's pockets for pricing distortions, the Chinese Garment Association Secretary-General Wang Hao shouted to the clothing industry: "The domestic clothing prices are high, the clothing brand is not the initiator, which channel costs are very high. Shopping malls high into the store, Deduction points, but also often discount promotions, clothing companies in order to ensure that profits have to take these factors into account when pricing. High clothing prices is definitely not the apparel industry's own problems."
The reporter learned that domestic department stores will charge the “channel fee†to the store brand, and the proportion of sales deduction points is between 25% and 35%. Therefore, many brands that enter into shopping malls have conventionally sold the product at a cost of two to three times the cost price.
The skirt sells 7,000 yuan to make the domestic clothing to distort the price to a domestically produced suit sells nearly ten thousand yuan, the shirt wants 3,000 yuan, almost has the price with the world famous luxury brand clothing. Many apparel brands have been questioned by the industry for pricing malformations. Do they have more reason than expensive luxury brands' history, craftsmanship, tariffs, and brand values?
The reporter found that with women's wear as an example, the local clothing brand YINGZHENG's set of women's dress skirts, after 70% off, the price is more than 7,500 yuan, while the Meishimei brand's women's jackets sell for 3300 yuan. Sales staff said that only membership cards can enjoy a small discount. "A lot of domestic clothing brands are all this price. People have high prices. We don't set prices down." Salesman explained.
China's garments and hats are priced by the market. The right to make decisions is in the hands of businesses, and it is difficult for consumers to complain due to high prices.
A Mr. Yang, who was shopping with his wife, told reporters that the clothes in the shopping malls were too pricey and the vests of unknown brands could be sold for seven or eight hundred yuan. The name is very foreign, in fact, is the Beijing brand. Moreover, some clothing prices can be bought at Outlet international big name.
Overseas designers pay actual price 3%
Some brands claiming to hire foreign designers have even sold a piece of clothing for more than 10,000 yuan.
YINGZHENG brand sales staff 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, said that hiring foreign designers is not the direct cause of expensive apparel. The annual salary of overseas designers ranges from 100,000 to tens of thousands of yuan.
Taking counters selling 3,000 clothes a year as an example, the designer’s cost for each item of clothing is roughly between 100-200 yuan, which is about 3% of the average price of clothing. According to the actual production volume, the proportion will be more low.
Imported fabrics are difficult to achieve a certain degree of weaving, industry insiders said that imported fabrics, high-grade fabrics, custom fabrics, etc., are expensive clothing shield. At present, the best fabric in China is worsted wool and a suit of worsted wool. The cost of fabrics is between 300-400 yuan.
According to Xia Hua, chairman of Yiwen Group, the price of ordinary imported fabrics is generally 2-3 times that of domestic fabrics. Calculated, the cost of imported fabrics for a suit is about 600-1200 yuan, which accounts for about 10% of the selling price. According to Kang Lanxin, the first person in the vocational education of the China Costume Matching Division and Dean of School of Clothing and Clothing, the real advanced custom fabrics need to be woven and dyed from Europe. It is difficult to do so. Most are just wearing "imported" hats.
The value of the brand window Yangko equipment big brand vice president of the Beijing University MBA Alumni Association, Pao Shang clothing collocation college chairman Zhou Haigang believes that gross profit of garment enterprises are generally more than 50%, the cost is about 10%. For example, the cost of a 200 yuan NIKE T-shirt is only 8-10 yuan. Others remove channel expenses. The rest of the profit space comes from its brand value.
Many domestic clothing brand counters are very foreign in terms of decoration, display, etc. Many consumers mistakenly believe that they are international brands. However, the formation of brand value does not happen overnight. In the stage of market opacity and consumer information asymmetry, brands with high prices have room for survival.
At present, a large part of the high-priced clothing brand sales results from the favor of customers in other provinces and cities. These consumers generally believe that in the obvious location of the mall to open stores, the brand of the adjacent big brands should be high-end brands.
35% of the channel cost into the mall's pockets for pricing distortions, the Chinese Garment Association Secretary-General Wang Hao shouted to the clothing industry: "The domestic clothing prices are high, the clothing brand is not the initiator, which channel costs are very high. Shopping malls high into the store, Deduction points, but also often discount promotions, clothing companies in order to ensure that profits have to take these factors into account when pricing. High clothing prices is definitely not the apparel industry's own problems."
The reporter learned that domestic department stores will charge the “channel fee†to the store brand, and the proportion of sales deduction points is between 25% and 35%. Therefore, many brands that enter into shopping malls have conventionally sold the product at a cost of two to three times the cost price.
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