Analysis Of The Discount War Of Chinese Clothing Brands

What's the minimum discount for Chinese clothing brands in the Spring Festival 2009?

The bottom line is unpredictable.

To this end, the reporter visited several new shopping malls, such as Beijing's new world Chongwenmen shopping center, Fuli mall and Xidan Joy City, hoping to explore the real feedback of holiday discount from the perspective of consumers.

How can the holiday discount strategy achieve substantial gains?

The new Dongan market was planned before the festival, and a special sale area was opened in the atrium and the basement of the shopping mall A and B district. Beijing Zhongyou department store launched a promotional strategy of 100 to 60 yuan, and there were 90 percent off more special sales outlets. The new world Chongwen shop was poking on posters: 99 minus 60, VIP 10 percent off.

Xidan's joy city also played the slogan of "shopping in the fun season, the 3 fold up". In addition to ZARA and other brands, they set up preferential prices according to the specific clothing, such as IZZUE, Asana, G2000 and other famous brands all played a 50 percent off discount brand. Even GUESS took a low to 60 percent off move. It was also known as UNIQLO 50 percent off, and AI underwear also adopted the strategy of "buying bra to send underwear".

Low discount sales and buy back promotional means, which consumers prefer?

70% of the 10 year old men and women who were randomly interviewed by the reporters were willing to take up the streets during the holidays. 10% of them refused shopping during the holidays. They were more willing to choose non holiday time trips, and 20% of the customers wanted to see the demand. 28~38

Therefore, holiday passenger flow is still not the most important factor for shopping malls' worry, because time idle and promotion policy are the main reasons for the 70% consumers to choose shopping.

In the survey, clothing purchases accounted for more than 50% of the total consumer spending.

In the shop of C&A Fuli shopping mall, Miss Li said that at present, we are not sure how much the financial crisis will bring to our lives, so shopping is more cautious.

Ms. Liu, who is optimistic, has a bunch of children's clothes in her hands. She told reporters: "children's clothes need to be bought sooner or later. They can save a lot of time and expenses while buying more holidays."

Mr. Wang chose 2 shirts and 1 coats. "Discount is not the most important reference. These things are to be bought sooner or later, and now it saves time and cost."

Besides, some consumers also reflected that products with discounts were not what they wanted. Just now, Miss Wu, who had just walked away from the world class ZARA shop, said: "the shop is full of people. I have no way to get the size suitable for myself, and pick out the clothes that I like and try out a long queue.

Whether or not a business can make up to 90 percent off of sales promotion and customer service matching is a more important factor for effective consumption. "

Discount is only a reduction in price, not a reduction in purchase experience and product vogue.

Yang Jing: editor in charge