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Well, a lot of things are not very good evaluation, especially the quality of the brand. Let's start with the price of clothes.
Speaking of prices, why do the world's big names sell more than 5,000 or even more than 7,000 pieces of clothing, and many are more than 300? Many outdoor players do not understand this issue. We can divide the processing cost of a finished garment into several steps:
Explain this issue in detail:
1, plate costs. A piece of clothing will be charged to the cost from the beginning of her design. The cost of a classic jacket is a large sum of money.
2, pre-selection costs. Before processing, foreign companies will give design drawings to several factories for trial processing. Each factory may be able to process more than 10 prototypes, and these trials are used by the company for destructive testing. After multiple inspections such as destructive testing and processing, the company will select the best order for the process in these factories.
3, fabric costs. We first abandon the use of GORE, when processing these garments (many companies will choose to process in China, because the human resources here are very cheap, is equivalent to about the same time in the United States about 1%), foreign companies will be expected, How much? If he wants to process 100,000 garments, at least he must have a high percentage of defective products, and these defective products were not plausible in the past, but in the Chinese market, because of these defective products (that is, What we call "single order goods" is, for example, the fact that the alignment is not straight, or that many things cannot meet the requirements of the European Union and the United States. This makes the sales volume and reputation of genuine products greatly reduced. Therefore, these products and processing are now exported abroad. The waste was also recovered, so (there is now less and less good with the single goods) this intermediate cost is still relatively high.
4, fabric usage fees. We all know GORE-TEX is good, and from a business point of view, GORE's clothing sales are particularly good, then your clothing if you use GORE-TEX fabrics, you have to pay US GORE company, this is a bit like Microsoft's WINDOWS In the same way, every Lenovo installs a branded machine, it has to pay about 500 US dollars for Microsoft's user fees, this is a very large overhead in the clothing.
5, the company's promotion costs. All the products processed in the factory must be returned to foreign companies and the company should perform overall allocation. In order to promote a brand, sponsorship fees, advertising fees, employee salaries, etc. are very large. For example, NIKE, the annual sponsorship fee in the NBA is $100 million.
6, foreign agents. The company will send the product to the general agent abroad, and the foreign agent will be deducted by the company for a certain profit.
7, Greater China distributor. Almost all the big names in the world are very difficult to directly enter China. This is related to racial discrimination and the recognition of the Chinese market. All major brands are directly sent by foreign agents to agents in Hong Kong or Taiwan. Business is the general agent in Greater China. This will be deducted from the profits.
8, China general agent. The agent in Greater China will select a powerful agent in China to sell in China, which will be deducted from the profits.
9, regional agency. The general agent in China will select a powerful agent in each province. He will be responsible for sales in China, which will be deducted from the profits.
10, regional distributors. Promoted by regional distributors, regional distributors make this brand, which will be deducted from the profits.
11, after-sales service costs. A good brand will have a good after-sales service, and this after-sales service has to be counted in the cost.
So we can see why many outdoor brands have such a high price.
But if you can get a copy of the factory, then the middle spread is particularly large. However, there are fewer and fewer documents, and the quality is getting worse.
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