Why are clothes in physical stores so expensive when you can't afford to visit a clothing store with a monthly salary of 20000 yuan?

The term 'clothing assassin' refers to clothes sold in offline physical stores at prices much higher than those sold in online stores. After the internet sensation "Ice Cream Assassin" became popular on the internet, "Clothing Assassin" once again appeared in the public eye, sparking heated discussions

The term 'clothing assassin' refers to clothes sold in offline physical stores at prices much higher than those sold in online stores. After the internet sensation "Ice Cream Assassin" became popular on the internet, "Clothing Assassin" once again appeared in the public eye, sparking heated discussions.

Is a physical clothing store becoming a "clothing assassin"?

On social media platforms, some netizens refer to clothing from physical stores as "clothing assassins," and many consumers have had the experience of being enthusiastically surrounded and promoted by sales guides while shopping at physical clothing stores. It is only when a seemingly ordinary piece of clothing is checked out that the price far exceeds the consumption level. After paying the bill due to factors such as face, I realized that I had become a "big enemy" when searching for the same product or "replacement" on e-commerce platforms.

Search for "clothes assassin" in the small red book, and you can see many "sweater assassin", "short sleeve assassin", "coat assassin" and other roast posts and "clothing assassin lightning protection guide" and other lightning protection skills to share.

Therefore, on social media platforms, the "nanny level strategy" of browsing the clothing wholesale market is highly sought after by netizens, and a group of bloggers who claim to be "1688 girls" have become popular among many big brands "Pingdi". On the 1688 platform, most of the top selling Xiaoxiangfeng jackets are around 100 yuan, while the top selling ones are only 86 yuan, with a turnover of 1.22 million yuan.

Netizens argue that a monthly salary of 20000 yuan cannot afford to visit clothing stores

The topic of "clothing assassins" has sparked heated discussions among netizens. Many netizens shared their experiences of being stabbed by a "clothing assassin":

As soon as I entered, the salesperson enthusiastically set up a complete set for me, but we didn't say the price until the end to calculate the money. I am another person who doesn't understand how to refuse, and we spent a total of 1000 yuan together

Sometimes I also feel that it's a bit unfair for merchants who only shop without buying, but clothes of similar styles can be bought online and wholesale markets at around 300 or 400 yuan, and the price of 2000 yuan in the mall is really not affordable

With a monthly salary of 20000 yuan, I can't afford to go to shopping malls and clothing stores

When I was shopping at Wanda, I casually went into a store and tried on a knitted jacket with a deep red Mickey. When I checked out, it was 2800 yuan. From then on, I dare not look down on any inconspicuous store in the mall

I thought there were only a few hundred clothes inside when I went to a certain store before, but I casually tried on two dresses that looked pretty, but I ended up paying 3999

"It costs more than 1000 yuan to see a skirt, and the price is cut to 800 yuan. When you come back and use Taobao to read the map, it costs more than 100 yuan to look exactly the same."

If you don't understand, who is buying the clothes in the mall

Do people like me have to glance at the price tag the moment they pick up their clothes? I dare not try anything that looks even better than I can handle

Screenshot source: E-commerce platform

Why are clothes in physical stores so expensive?

Compared to online stores, physical retail stores require higher operating costs, including store rent, water and electricity expenses, employee salaries, etc. This has led to the phenomenon of a physical store owner claiming that "if you don't sell at that price, you can't survive". However, online stores typically offer more competitive prices due to lower operating costs. It should be noted that the pricing system of large brands is relatively transparent, and there is generally no significant price difference between online and offline, while some small brands often have inflated prices on the labels and lower prices online.

Although there has not yet been a situation where foreign fast fashion brands are closing their stores on a large scale, fashion companies are also starting to "be prepared for danger". Many listed companies mentioned in their annual reports that they should embrace the online trend and attach importance to emerging channels such as Tiktok. On the other hand, the brand is also accelerating its youthfulness layout, with joint branding between fashion and trendy games. Golith actively explores topics and content forms that young people pay more attention to, and places content on social networks through content production methods such as blogger outfits and immersive unboxing. Some clothing companies are also diversifying their layout, such as the continuous cross-border medical and aesthetic actions of Langzi Co., Ltd. This year, they were also inquired about by the Shenzhen Stock Exchange due to their large-scale fixed increase plan.

Independent retail commentator Ma Gang stated that compared to offline physical stores, the wholesale market has ample supply of goods, competitive prices, and is attractive to consumers with stronger preferences for functional needs. In addition to the wholesale market, 1688, Vipshop, or Juhuasuan all have factory direct sales platforms, which are options for young people. Physical stores should pay attention to changes in consumer demand and appropriately optimize and improve retail services. At the same time, the development trend of channels is flat, with the trend of eliminating intermediate links and wholesale and retail.

Poster News Editor Yu Chunhong, Gao Xueting, Comprehensive China News Network, Caijing Network, Weibo, etc

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