"Tiger Riding Hard"! It'S Not Easy To Sell Clothes.

Though autumn and winter are far away,

Autumn and winter binding prices surged 30%

"I didn't expect this autumn winter clothing to be under such heavy pressure."

Yesterday, Liu Yuyang, deputy general manager of Beijing clothing and apparel company, told reporters that the company gave a growth target of 30%, but the price rise was too unfavorable.

According to the introduction, from the price of the company to dealers, it rose by three or four over the same period. From the proposed retail price, 298 yuan of clothing last year was 398 yuan.

In order to complete the task, Liu Yuyang summoned more than 130 dealers nationwide to Ji'nan to explore marketing strategies.

At the same time, Kang Niya, who has the first brand of Chinese household clothes, has also held an order meeting. According to Mr. Ma, a dealer in Shandong, their take up price has also risen by two or three. The original retail price of 698 yuan is now 800 yuan.

"Overall, this autumn and winter binding price has increased by two or three."

Zhang Qingwei, Deputy Secretary General of Ji'nan textile and garment industry association, said.

Judging from the well-known brands, PEAK and XTEP recently announced the 2011 fourth quarter order conference data show that the average price of clothing has increased by two digits.

Zhang Zhiyong, chief executive of Li Ning Co, said that they would raise prices on the fourth quarter of 15.

Cotton prices let enterprises "ride the tiger"

"We do not want to raise the price, but as a production enterprise, we can not mention it."

Liu Yuyang said that according to industry practice, when ordering production, it is necessary to prepare raw materials such as cotton cloth six months in advance, and cotton prices are at a record high six months ago.

According to reports, cotton prices have climbed steadily since the beginning of last year, reaching a historical high of 34 thousand yuan per ton at the end of the year, nearly two times higher than in previous years.

"Later, the state controlled the sale of state cotton and cotton prices fell by one or two, but it was still high before March this year."

Zhang Qingwei said that after March, cotton prices have been on a downward trend, but at that time, the production enterprises had been locked up by buying raw materials and were unable to ride.

The situation of enterprises that have not been locked up is also not good, because the price of cotton has fallen a little now, compared with the same period last year, the price of cotton yarn has increased by more than 40%.

Of course, cotton prices can be upgraded to find alternative fabrics such as chemical fiber, but nylon, polyester and other chemical fiber fabrics are petroleum and petrochemical products. Since last year, international oil prices have even reached a new high, and now they are hovering around 100 dollars a barrel. The price of crude oil has also increased the price of accessories, such as zippers, buttons, accessories, and logistics and pportation costs.

In addition, the garment industry is labor-intensive, and workers' wage increase has also increased the pressure of enterprises.

Dealers are afraid of risks and consider changing careers.

"The order price has gone up so much that if the retail price is rising at the same time, the market will surely not accept it."

Mr. Conia, a dealer in Shandong, said that the competition in the clothing sales industry is fierce. The rent of the storehouse and the wages of the workers account for a large part of the cost. If the price is a little careless, it will cause the backlog of products to be lost.

Reporters learned that last year, Li Ning Co saw the cost rise and launched high-end products to increase profit margins. Now, in some stores in Ji'nan, the price of Lining's products is almost the same as that of Nike and Adidas. For example, in a Lining store of Quancheng Road, a short cotton T-shirt with a cotton texture is sold for 200 yuan, while Nike sells 200-300 yuan with its material.

However, Lining did not seem to have gained market recognition. The 2010 earnings report, released in April, showed that its revenue and gross profit increased by only 13% and 12%, much lower than the compound annual growth rate of over 30% over the past 10 years. Moreover, in the three quarter of this year, Lining also suffered a sharp decline in orders, including shoes and clothing products, which fell by about 17% over the same period last year.

Mr. Ma told reporters that he had to check the cost well, and if the risk was too great, he would be ready to change his job.

"I understand that there are quite a lot of people who think this way."

Zhang Qingwei said that taking into account the market conflict of last autumn and winter clothing prices, dealers may consciously tap the potential to digest part of the cost and predict that the retail price will rise by about 15% in the future.