The price of autumn and winter offline rose 20% of online shopping to become the main force of underpricing

In the third quarter of 2011, the report on China's garment industry climate index showed that in the third quarter, the producer prices of garment manufacturers in China rose by 3.8% over the same period of last year. A number of companies said that due to the increase in raw materials and labor costs during the production period, the price of new autumn and winter clothing rose by 10% to 20%. Residents said that they could no longer afford high-priced clothing under the line and they all turned to the line. Online shopping has become the main force in the domestic apparel market.

The clothing set off prices and the weather turned cold, and it was time to purchase winter clothes. Cotton jacket 1288 yuan / piece, down clothing 1399 yuan / piece, coat 1400 yuan / piece ... ... shopping people can clearly feel this year's autumn and winter clothing sharp price increases, just pick up one, the price is not uncommon for thousands of dollars. Last year, the case of thousands of shirts and thin sweaters was common only in malls that focused on high-end consumption.

According to industry sources, the price of autumn and winter clothes this season has generally risen by about 20% from the same period of last year, and some even as high as 30%. Pierre Cardin’s pure wool suits require more than a thousand, Karldanton’s pure wool suits more than 2,000, and a mulberry silk plus goat’s wool fabric must be more than 3,000 yuan, a cashmere sweater from Alfaly. It is more than 5,000 yuan.

This year's winter clothing price trend shows two major characteristics: domestic brands rose more than foreign brands, women's brand rose more than men's clothing brand, some women's rose even up to 40%. Domestic apparel prices under the line have begun to align with international brands.

Cost increase is the main reason why a brand gives the most price increase behavior is "cost increase." One is the price of cotton, and the other is the price of labor. However, since April of this year, the domestic cotton price has dropped significantly and is currently down to around 8,000 yuan per ton. Why is the price of winter clothes still staying high despite the decline in raw materials?

Professionals say that commodity pricing generally depends on the cost of production. Clothing is a product with a long production cycle. It is generally around six months. This year's autumn and winter clothing is mostly produced this spring. Since October 2010, cotton prices have been rising all the way. By March 2011, domestic cotton prices have also exceeded the mark of 30,000 yuan/ton, reaching the highest value in ten years.

Cotton accounts for 60%-70% of the cost of apparel products. In addition, labor costs and logistics costs are also rising. It is not surprising that this year's autumn and winter equipment prices have risen collectively. Since April of this year, domestic cotton prices have been declining, and the rate of decline has reached 40%. Some people expect that due to the increase in prices of autumn and winter equipment this year, spring inventory will cause the backlog in 2011 will be digested in the spring of 2012, so the next spring or will appear price cuts, the price reduction rate will be around 30%.

The majority of the public said that they were unbearable and they were lamenting that “money is not worth the money”. Residents who had no online shopping habits in the past have also begun to make changes on the Internet. Some netizens said, “The price of clothing in the store is really hard to accept, and online shopping can now be tried on the spot. I haven’t bought clothes in the mall for a long time.”

Compared with offline clothing brands, online clothing has risen to some extent, but the price advantage is still obvious. In the just-launched Double 11 Singles Festival, netizens were crazy about the collective promotion of e-commerce, such as Taobao, Jingdong, Dangdang, and Masamasuo, which fully reflected the trend of residents moving to the line.

Because of its “Cement+Mouse” marketing model, e-commerce has saved the costs of rental and intermediate links in offline department stores and has obvious price advantages. The reporter learned from Masamasuo's official website that a fabric with a 100% superfine fiber nylon and a short black jacket filled with 100% polyester fiber is priced at around RMB 3,000 in a high-end department store. The price of the Samarso Wild Products is only 885 yuan during the event.

Sun Ma, CEO of domestic online high-end menswear brand Masamasuo, said, “Massama Sohin has removed intermediate links and offline rentals and those imaginary brand values, and the price is only 1/5 of that of offline clothing. 1/4."

In addition, with the drop in oil prices, the current domestic logistics prices have fallen and the freight rates consumers have to bear have decreased. Many e-commerce companies, such as “free shipping for the whole audience” and “free shipping for consumption of up to XX yuan”, have reduced consumer spending and further increased the offline price advantage.