In the atmosphere of crazy discounts, in the end what products need to be discounted, which products are not used, the seller should have a spectrum.


   "Black Friday" is close at hand, I believe that you have developed your own "accumulation" strategy, but are you sure that you have "played" the profit margin of the product to the extreme? If you have doubts about this issue, please look down. This article not only shares some changes in product discounts in the US and UK markets before the "Black Five", but also shares some dry goods and teaches you how to make the least discounts. The most money!


    The US market before the "Black Five" in 2018


    Q4 So far, the number of products that participated in the discount for the first time in the US market increased by 12.6% compared with the same period of 2017. In fact, the number of discounted goods in the US during Q3 has increased, which is 5.2% higher than Q3 in 2017.


   (History of the first discounted goods per month in the US market)


    The increase in the number of discounted products does not mean that the market is sluggish. Research data shows that the number of new products in the US market has increased by 9.3% since October, which has increased the total number of existing products in the US market by 20% compared to 2017. It's worth noting that up to 32% of products are sold out, which means retailers are doing a good job of connecting new and old products.


    The UK market before the "Black Five" in 2018


    At the same time, UK retailers' actions in joining the "Black Friday" shopping frenzy have been somewhat slow. Compared with October 2017, the UK's current supply of goods has increased by 10%, but the new product has dropped by 7.2%.


    The number of discounted products in the UK market exceeded the United States for the first time, and Q4 has increased by 19% so far. Despite this, product sales have fallen by 13%.


    Whether in the United States or the United Kingdom, the expansion of the market and the increase in the number of first-time discounted products indicate that many retailers are increasing product output for price cuts.


    A closer look at the retailer's increased inventory category reveals the key categories that they may cut during the Black Friday.


    The data shows that retailers’ inventory of swimwear has increased by 23% compared to 2017. But sellers need to be aware that although there are more consumers on vacation in the off-season, swimwear will still not be the focus of their November spending unless you can offer them a good deal.


   (The difference between the online price reduction category on November 22-28, 2017 and the retail inventory on October 24, 2018 highlights the key price cuts in 2018)


    Q4 as the peak season, is also a time period of big price reduction, then in the full flight of this discount, how many discounts does the seller play?


    From October 2018 to the present, the most common discount for first-time discounted products in the US market is between 20% and 30%, accounting for 27% of the first discounted products. In addition, 21% of the products, respectively, the first discount is in the range of 30% -40% and 40% -50%. Compared with the October 2017 data, it is not difficult to find that the first discount of the product is getting bigger and bigger. In 2017, 32% of the products were discounted between 20% and 30%, while the 40%-50% discount range was only 18%, which was 3% less than in 2018.


    These conditions in the early stage of "Black Five" all indicate the fierce scene of "discounts" between the "Black Five" retailers in 2018, which means that sellers need to be more cautious and avoid competition for competition, but will not need to be big. Products that can be sold at a reduced price, sold at a reduced price, and damage their profit margins:


    Here are some categories that suggest no price reductions:


    1. Animal print clothing (Animal print)


    2, statement sneakers (Statement sneakers)


    3, waist knit skirt (Ribbed / knit dresses)


    4, Midi dresses (Midi dresses)


    5. Oversized tees and hoodies


    6, Teddy textured coats and jackets


    7, long open cardigans (Longline cardigans)


    The following product discounts have exceeded 20%, sellers need to pay attention to adjust their own discounts to improve competitiveness:


    1, men's clothing:


     Grey Marl, the bolder color will perform better this quarter, and it is also the reason for the price reduction of this type of clothing;


    Swim shorts, the seller needs to eliminate the backlog of inventory in the summer, so the price is reduced;


     Zip-through hoodies, half-zip or no zipper are more popular with consumers;


     Boldly printed performance coats, the style is not popular, the price is too high to sell.


    2, women's:


     Lightweight culottes, although popular, but not suitable for winter wear;


     Tartan prints, which are too close to classic plaid prints, lacking in difference;


     Irregular hem skirt (Hanky hems)


     Wide-leg animal print pants, exaggerated prints and shapes are not suitable for most people.


    to sum up


    The 2018 "Black Five" promotion will be bigger than ever. The US clothing retail brand Old Navy has held a "Black Friday Presale" event for VIP members from November 15th to 18th. Make a fuss, but also pay attention to goods that do not need discounts.


    In addition, since shoppers are more likely to be attracted to visual content than ever before, sellers need to pay attention to the visual effects of the website.


    Tip: People's love for red seems to be fading, and yellow is heading up.



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