Winter clothes prices: not the trouble of cotton

Reporter Ren Xumeng went to Huaihai Road Apple Store yesterday. He accidentally strolled next to the UGG Monopoly. He said that the products are all imported. The style is indeed superior, but the price is also “high above the cold” and basically all four. More than a few. Friends sighed that the price of imported goods was too expensive. The problem is that the general clothing brands in the stores are now set at prices that are too ridiculous. It is no wonder that the CPI data comes out and people are saying too low.

Stimulated by this, the reporter went to the store to do a survey, and felt "unusual shock." It is said that cotton prices are like “cotton needles” that hurt people. “Millennium is extremely cold” urges consumers to buy winter clothes early. But the price of winter clothes in stores can be quite a bit wild. The increase in raw materials such as cotton is only about 10%, but the increase in some winter clothes is already close to 100%. Whether cotton prices have spread to finished winter clothes may not have such a big impact. The reason is not simple.

Price increase traps, one willing to fight a white-collar workers Ding ** has always been a loyal customer of a certain brand of clothing, can face the new winter, the number on the price tag scared her: a similar style with last year's cotton vest, Last year more than 200 yuan, 600 yuan this year. Although not all brands in the market have risen by more than 100%, among the many fashion brands, the price of winter clothes has risen by 30% to 40% over last year. Some brands not only increased their prices but also declined their quality. Concerned about another brand, said He said that the brand's wool coat was originally priced at 1,980 yuan, rose to 2,380 yuan once last year, almost exactly the same style this year, the price has reached 2980 yuan, while the wool component has changed from 100% 80%.

The price has gone up, the material is poor, and the cost impact is so big? The industry bluntly said that the cost is by no means the main reason. The consumer psychology of “one willing to fight for a will” and the “crazy person” publicity gimmick are important promoters of price increase. Most of the fashion brand's target consumer groups have certain economic strength. Although they are sensitive to price changes, but the brand loyalty is relatively high, "is like the luxury LV bag, many people know that its cost is only a few dozen points price One or even a few hundredths of a percent can still be bought. It is precisely because of this consumer psychology that the brand is willing to use the macro background of raw material price hikes to substantially increase product pricing, and the price range of the same section winter clothing is basically the same, which is also the “hidden rules” among brands.

At the same time, the “Millennium Arctic” that was published in the workshop was also used by businesses to make a fuss. Although experts have been rumored about this, but the business still does not give up the excuse, desperately to persuade consumers to purchase winter clothing as soon as possible to protect the cold, and this as a reason for the firm upward winter clothing prices.

It is not that cotton has caused trouble, but the effect of amplifying costs is undeniable. Raw material prices do affect the finished product market. However, opinions from professionals are: “Since the third quarter, cotton, down, etc. have seen a large increase, but it can be said that it will affect the market. The sales of clothing are not as fast as the conduction speed. A considerable part of the current price increase is the style of 'man going crazy'.

According to relevant personnel of the Shanghai Garment Industry Association, the pressure on the price of raw materials currently affects the fabrics, printing and dyeing companies in the middle section. For branded garment companies, raw materials are not the most critical factor in price. For example, the original 10 yuan per 100 grams of gray duck down, now rose to more than 20 yuan, the surface of the cost price doubled, can use a total down jacket more than 100 grams, it also increased by more than ten dollars. In addition, the production cycle of general brand apparel is more than half a year ago, that is, as early as this spring, production of winter clothes has begun. The price of raw materials in spring is not so high, so the cost of winter clothes cannot be measured by the current price of raw materials. If we have to say that raw material prices will affect the garment retail sector, it should not be reflected until next spring and summer.

Statistical data from authoritative departments proves that the price fluctuation of upstream raw materials is not enough to justify downstream garment prices. At the beginning of November, the National Bureau of Statistics announced that the prices of major agricultural products in the 200 counties nationwide [20.25-0.49%] showed that from 20th to 31st of October, seed cotton was 9.34 yuan per kilogram, up 10.91% month-on-month; however, the country’s clothing prices for October were released in the same period. Shows that clothing prices fell slightly year-on-year, rose by 1%. Although the increase of 1% can not be underestimated, compared with the increase in brand winter clothing, the gap is not a little bit.

The flat-priced clothes are not easily moved, and only a large price increase for the branded winter clothes in the puerile and big shopping malls can be turned around in the middle and low-end markets, and it is found that there are still many cheap winter clothes. Some operators frankly said: "But than the brand, than the design, the advantage of cheap products is the price, so they can not easily raise prices." In fact, the overall profit margin of apparel products is larger, holding the "small profits but quick turnover" point of view For operators, sticking to the old price of last year and even a few years ago is not difficult.

The reporter saw on Qipu Road that one or two hundred yuan can buy cotton coats or even down coats. The quality of the clothing here varies greatly, but due to the high prices of mid-to-high-end brand winter clothes, some overwhelmed consumers are fought here and the business is surprisingly hot. The small white-collar workers who are familiar with this process said that Qipu Road market has a lot of foreign trade orders, which can be regarded as good and cheap; even some low-end local brands have very good quality. Industry sources said: "For consumers who are not pursuing brands, the apparel wholesale market is not necessarily an option."

The Feather Fair held at the Workers’ Cultural Palace in the Central City of Tibet has targeted consumer groups as mass consumers. This year's prices have also remained stable, and a large number of domestic brand down apparel has attracted many people to patronize. Compared with last year, the winter clothing price at the feather exhibition was slightly higher than last year. However, a lot of down jackets with good workmanship and thick warmth can be bought within a thousand dollars. A salesperson from a Shanghai down apparel company told the reporter that they had just received a price increase notification from the upstream factory, but now they are selling inventory that was produced before the price increase, so the price is relatively cheap.

In addition, some consumers choose homemade winter clothing. Ms. Ling Ling’s calculations revealed that the cost of self-provided down apparel was mainly divided into two parts: fabric costs and down fees, all of which went with raw materials. Therefore, last year, a down coat of four or five hundred yuan had risen by forty or fifty yuan this year, and When the cashmere is used, it has an intuitive feeling for the quality and weight of the down, and it feels more cost-effective.