Haikou Clothing Market Is Abnormal, "Buy One Get One" Everywhere.

"Clearance sale", "end of season clearance", "buy one get one", now shopping, such a striking banner can be seen everywhere.

Permanent residence

It is not difficult for the public to find that due to the unique climate environment in Hainan, there are few seasonal promotions in ordinary stores at this time. But this year, the Haikou clothing market is out of order.

Compared with ready-made clothes, there is no seasonal change necessities -- underwear also has 50 percent off, 30 percent off eye-catching signs. Why? Why did this reporter visit the Coconut City clothing market?

Haikou clothing counters are on sale.

The reporter visited and learned that most of the clothing stores in Haikou liberation West Road were in business.

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This is the end of the season, "15% off, two, 40 percent off," and the sales promotion slogan is "buy one get one free".

Along the way of JieXi, all the salesmen in the shop are selling loudspeakers with loud voice, and the brand stores have become the "vegetable market" of crazy throwing goods.

Xiao Ding, an office worker in Haikou, told reporters that "when I was at school, I liked to wear Metersbonwe and Baleno clothes very much, and felt that the famous brands wore face, but they were very expensive at that time. They were not very discounted. Now they don't want to wear them. They feel that the brand effect is not obvious, and the styles are quite old. They are also easy to crash."

Reporters saw in Metersbonwe store, except for some new jeans in the corner of the two floor, the rest are basically buying one get one free.

Reporters saw that Baleno and Giordano store T-shirts and trousers were on sale.

The electronic speakers of Anta stores are selling loudly.

Baleno, Giordano, Metersbonwe, Semir...

These famous brand stores that were once popular by the 80's are now losing their shine.

Insiders told Mr. Chen that these brands had seen a negative growth. The price of garment has not increased significantly in the past 10 years, but the cost of production has increased.

But there are a number of discounts in Haikou stores this year for a reason.

First of all, due to the slowdown in the macro-economy and slow growth in clothing demand, coupled with the rapid development of international clothing brands and new brands of domestic clothing, market competition has intensified.

The purchasing power of the citizens is not strong, the market competition is intense, and more and more international brands are stationed in Haikou. If we do not win the advantage in price, then the customer base will be smaller and smaller.

Secondly, online

The impact on offline sales prices.

Most brand stores choose online and offline synchronized sales. The concept of seasonal change in Haikou residents is very light, but online items are sold at a low discount rate, so young consumers mostly take online clothing, shop fitting, and then buy clothes online.

There is also a sudden rise of the cheap T-shirt on Taobao and the minimum cost of 29 yuan, and the quality of the T-shirt is not very different.

Only when the entity stores sell cheap cards can they draw the gap between them.

Finally, although the seasonal change is not obvious in Haikou, the summer is almost over. It is inevitable that the autumn shelves will be on the shelves of the old ones.

Although the lingerie shop in Haikou is not as crazy as a clothing store, most of them are on sale.

Haikou brand underwear store, its underwear prices are relatively stable, very few discount.

But there are many kinds of underwear brands, and the price gap is large, but the overall price is not high.

Ordinarily, underwear is a necessities of life for women, and there is no seasonal change. But why does the underwear retail store on the street always have a clear discount logo?

In this regard, Mr. Chen said, "underwear brand is divided into 123 lines, first-line brand: high-end brand, high retail price, and high terms of joining. The first batch of purchase and franchise fees will take about 100 thousand yuan.

The retail price of the product is 100-300 yuan, which is suitable for large and medium-sized cities with high consumption level.

Second tier brand: intermediate brand, product positioning is 50-150 yuan, of which underwear retail price is 70-90 yuan, the first batch of purchase and franchise fee of 30 thousand yuan.

Suitable for a wide range.

Three line brand: its product price is low, sales volume is large, underwear retail price is 20-40 yuan.

It is not hard to see that underwear stores have a low threshold to join, and the profits are considerable. Basically, the cost of investment can be recovered in one year.

Over the years, the price of underwear has not increased significantly, but the cost of production has increased. The main reason is that there are too many underwear stores and the market is saturated.

There are more and more franchisees, but the underwear market is not expanding.

In the liberation West Road of Haikou, there are about five or six lingerie shops, most of which have discount labels.

Even if there is no discount logo underwear shop, the reporter asked whether there is a discount, the salesperson said they could play 22% off.