The Spanish apparel industry has seen a lot of pressure from Chinese businesses

On June 7 this year, the newspaper reported on a 2,000-square-meter, large-scale cheap clothing supermarket in Barcelona, ​​attracting customers with a large number of inexpensive products, and also proposed to Chinese businessmen who always responded to market competition with a “price war”. challenge. Once the article was published, it immediately attracted the attention of the Chinese businessmen in the clothing industry in Madrid and other places. Many Chinese businessmen believed that this measure of the Spanish clothing trader completely broke through the traditional means of doing business in the Spanish business community and learned from the Chinese. "Fine and fierce discounts" not only made the apparel industry appear to be in a disorderly state, but also greatly affected the market of overseas Chinese merchants.

Earlier this month, in an interview with Fondo in Barcelona, ​​the author discovered that a Spanish clothing retail store near the entrance to the C/Beethoven street near the subway station also had a red eye-catching advertisement of 5 euros/piece. Due to the summer discount period in Spain, the author didn't care at first, but shortly after a short time, the author once again found near the Arc de Triomphe in Barcelona, ​​nearby Sants Square, etc. shop. If a large-scale apparel wholesale and retail supermarket hits the Chinese clothing market, but now it is like a “fire of the stars, you can start the prairie fire”. Retail stores that play 5 Euros per piece of advertising have also started to follow large-scale wholesale and retail supermarkets. For the Chinese, the garment industry showed a "bayonet". For Chinese, it is undoubtedly worse. Recently, the author conducted a detailed understanding and interview on this incident.

Insider of large retail and wholesale supermarkets

It is understood that PRIMARK, a large-scale cheap clothing supermarket opened near DIAGONAL MAR in Barcelona City, has received a large number of citizens and even retail shop owners in 2,000 sq. ft. of various clothing, jewellery, shoes and hats, etc. Fifteen Caja cashiers were busy and queued up to wait for payment. The team has been in a long queue.

According to the insider, the author told the author: “The main person in charge of this large-scale cheap clothing supermarket was once a supplier engaged in the Chinese-Spanish clothing import and export trade, providing branded clothing for the famous large-scale shopping malls and shops in Spain, and clothing. The import and export program, the domestic apparel market, and the Spanish sales market are all well-understood, but during the decades of clothing work, the person in charge found that the local clothing brand did not gain an advantage in competition with Chinese clothing. Especially in terms of price, it can be said that it has been suppressed by Chinese clothing.” After investigating the market one by one, the responsible person with decades of experience in the apparel industry made a bold decision: to 78,000 yuan/month. The rent rented a 2,000-square-foot supermarket near DIAGONAL MAR and purchased it directly from the country and retailed it to customers at the wholesale price. Since the source of goods and prices are the same as those of Chinese clothing dealers, the responsible person used the traditional Chinese business strategy of “price war” to formally declare war on the Chinese clothing market in Spain: Chinese goods and Chinese businessmen competition.

The insider told the author: “This person in charge has a lot of experience in the apparel industry, and he is also said to have put forward the slogan of “Down with the Chinese goods.” Because he has dealt with the Chinese people for many years, he has a good knowledge of the Chinese business strategy. When his large supermarket opened, it attracted many customers, some even being the clothing retailers nearby. This is very large for Chinese clothing stores."

It is understood that due to price breakthroughs, the popularity of the large-scale cheap supermarkets even exceeds the Barcelona warehouse area: According to the traditional clothing industry's procedures, when retail clothing owners go to supermarkets to wholesale goods, they cannot have the style of the goods, the quantity and the number of goods purchased. After careful selection, it is often necessary to select the style and item number of a certain product according to the procedure. The large-scale cheap supermarkets are different. No matter what kind of goods you choose, what kind of product number and how much quantity you need, you can choose whatever you like. Moreover, compared to the complex, chaotic and dirty warehouse areas, the shopping environment of large-scale cheap supermarkets is very satisfactory. The purchase of goods is the same as shopping, and the language, business philosophy and other aspects are convenient for communication. Therefore, the large-scale supermarket becomes a lot of Spanish and South American clothing shop owners abandoned the best choice for warehouse purchase.

Retail clothing store joins price war

Driven by the large-scale cheap supermarkets, many retail clothing stores have started to “take pictures”, taking advantage of the price war and seizing the market with Chinese clothing stores. Before this summer's discount period began, the author saw a number of retail stores selling clothing at "8-10 euros per piece" in Barcelona. These retail stores are generally set up in areas with high traffic such as street corners, stations, and subway stations. After entering the discount period, the “price war” battles at these retail stores have become more intense. Near Fondo, Arc de Triomphe, Sants, etc., the authors have found that individual retail stores have suspended “5 Euro/piece” red eye-catching advertisements. According to the author's observation, some of these clothing retail outlets are opened by South Americans and some are opened by the Spaniards, but they are like a good deal. The red eye-catching advertisements are exactly the same: not only cover the entire facade with red decoration paper, but also write The words "All 5 euros today" are on.

According to an overseas compatriot who has lived in Spain for many years and engaged in many years of clothing business, “I am also surprised that these stores are not located in one place and are scattered in various parts of Barcelona. They are not chain stores, but they are discounted. The advertising content is even the same as the paper color and layout of the advertisement. It seems that everyone is discussing the matter. Will someone take the lead in the clothing store for the Chinese?!"

In a five-euro clothing store near Sants Square, the author saw that some ordinary types of T-shirts, t-shirts and other clothing are sold at prices of 4.99-5.99 euros/piece, and some higher-grade fashion and women's clothing are also It is 6.99 Euros - 9.99 Euros. Under the pressure of this operation, some of the nearby Chinese clothing stores have generally reduced the price to about 6 euros to 15 euros, but the difference of only 0.99 euros still makes these local clothing stores in Spain or South America occupy an advantage. Grabs most of the nearby markets.

According to a clothing store owner near Sants Plaza, he told the author with a sad face: “Every 6-9 months of the year should be the sales season for clothing stores. But this summer, not only did Chinese clothing stores bloom everywhere, but one family opened up and grabbed them. The business is doing, and the Spanish clothing store has begun to lower prices, pushing the prices lower than we do, and rushing business with us. We do not have an advantage in language, and now even the price advantage is lost, and the Spanish will of course go Languages ​​can communicate in a cheap, inexpensive store.” Not only that, but I also found that these Spanish or South American clothing stores that cut their prices to 5 euros are particularly alert to the Chinese who come to the door. In order to investigate the matter, when I entered the 5 Euro clothes shop opened by a South American on F/C Beethoven Street in Fondo, I saw the author holding a camera in his hands. The clothing store owner and salesperson looked at the author as guarded against the thief. For fear that the Chinese will “steal” the price of their own store to reveal the “natural opportunity” to “operate at a low price and win customers”.

Does not rule out the Western Chamber of Commerce internal organization

On the one hand, Spain’s large-scale cheap retail and wholesale clothing supermarkets have had an impact on the wholesale and retail industries of overseas Chinese merchants. On the one hand, Spanish and South American clothing retail stores use “prices according to gourd” to use “prices”. The form of "war" and the Chinese occupying the clothing market have made the clothing industry in the summer this year with strong smoke. There are quite a number of Chinese and Western clothing circles who are fighting against each other.

Against the background of flowering, there is a tendency to spread, and the advertising contents, patterns and even colors are exactly the same as the clothing of 5 euros, and a Spanish overseas Chinese leader in the apparel industry is quite worried to tell the author: “According to this model, We do not rule out the possibility that the clothing shops in the Bache Clothing Guild organize clothes in a uniform form against Chinese clothes.According to the situation of such stores, on the one hand, it is because of the competition of the clothing industry and on the other hand because of the economic crisis in Spain. Influencing, the Spaniards began to increase their competition with the Chinese clothing industry. Now this situation, whether it is for the Chinese people or for the Spaniards, is unfavorable. After all, this is the form of the "price war." It is a vicious cycle of losing money and hurting money, and if it is not well controlled, it will easily result in a situation of losing both hands and money and disrupting the market, so this situation is difficult for the Chinese to contend with. The Chinese need to unite. Unite in order to keep up with the market to withstand the pressure of any competition."