Reveal The "Chain" Behind The High Priced Clothing In The Market.

In today's big shopping mall, a plain looking shirt costs at least two hundred or three hundred yuan. The men's trousers with a slightly higher price are priced at 1000, while the ladies' dress is five hundred or six hundred yuan.

Even in a special discount area, it is hard to see below 100 yuan.

It's ours.

According to the survey, the price tag seen by consumers in shopping malls is often several times the price of the factory. This is because clothing may be sold through multiple agents from the factory to the counter.

Industrial chain

Raw material cost - 5% to 20%

In a shop in Guangzhou Changjiang International Textile City, the reporter learned more about his suit.

"Cloth wholesale makes only a small amount of money. In summer, cloth can earn a few cents per meter, which is good. Autumn and winter's fabric is thick and profit is relatively high, but it is very happy to earn 1 yuan per meter."

For more than 10 years, she has been selling cloth for 1 million years, but the profit is only a few hundred thousand yuan.

"In the mall, you can sell 1000 yuan a piece of clothing, if the cost of cloth is up to no more than 20%, this is already the most exquisite talent for raw materials will be used, in general, 10% to 15% is almost."

Processing fee -- 40 yuan for high-end women's wear

Huang Jinlun, from Hubei, has been engaged in the garment processing industry for 15 years. He opened a small garment processing factory on the roof of a 5 storey building in maki Road, Dongfengcun, Haizhuqu District, Guangzhou, with only more than 20 workers.

"The profit of the processing factory is very low, and the clothes in autumn and winter are rather complicated, but the processing is not more than 30 yuan, mainly depends on the quantity to make money!" Huang Jinlun said, "if you want to take the high-quality high-end line, the processing will usually make the skilled hand do, the work is also careful, the line and the trimming must be attentively, but the price is also less expensive, like the processing of this dress, it is more than 40 yuan."

The factory price is increased by layers.

Clothing can really earn in wholesale circulation, and the price of these garments will be increased at all levels.

First, wholesalers.

LILY (Guangzhou's local cheongsam brand "Jun * *" boss) said the wholesale cotton cheongsam only had less than 10% profit.

"If wholesalers or provincial agents come to pick up the goods, they will mention the price of each cheongsam to 120 yuan, and then send it to the customers below."

However, the final retail terminal of these garments determines their selling price.

If the scattered line is approved by individual shopkeepers, these stores usually only have a profit of 50 yuan per piece, which is about 170 yuan each.

If you enter a store or a large shopping mall, the final price will be determined by "price", which includes brand awareness and shopping environment.

The general brand may increase the price by several times, and the famous brand can even reach ten times, and the international brand is even higher.

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The price of the OEM at the mall is 6 times higher

It is reported that LILY's improved cheongsam, after hand wholesalers and agents, once appeared as a collocation product in a store in Tianhe City. The price tag is 800 yuan, which is about 7 times the factory price, and the label is changed.

Another one in Hua Le Road, which is a familiar business, sells nearly 1000 yuan after its own match.

"If you change it into a brand name abroad or Hongkong, it will be more expensive."

LILY said that once the clothes were taken by the high-end line merchants, there would be some action.

"Walking boutique or shopping mall counters can be sold for about 800 after being OEM.

But the price of 800 yuan is a bit scary, but it is not an arbitrary addition.

Consumers who come to high-end places are mainly concerned with brand and image, and the location of purchase is part of the image brand.

Publicity cost

Brand image input

A senior fashion industry insider told reporters that at present, the larger clothing brands in China are selling well, which is closely related to their value-added investment in brand building in recent years.

This person, for example, for example, a well-known local women's clothing brand in Guangzhou, the annual rate of signing models and a number of people went to all parts of the world for two times to produce promotional materials for the season products and made them to consumers.

The cost of entering the shopping mall is very high.

According to industry sources, the standard of high-end shopping malls in Guangzhou is very strict.

After entering, it is necessary to conduct a rigorous assessment of brand sales. If the brand is ranked at the end of sales for several months in a row, it is likely to be "discouraged".

The industry also told reporters that some shopping malls as long as the time to pay rent, water and electricity charges and so on.

However, some shopping malls not only require "entry fee", but also demand "rebate" every month.

"Some stores ask for a return of up to 30%, and the mall is the boss of making money."

The industry insider said.