"This is not a autumn dress, nor is it a complete summer dress. It is slightly thicker than the summer dress."

Before the Yintai leisure brand counter, the salesperson pointed to the word "new product listing" and explained it in this way.

The discount season for spring and summer is not over yet, and the first wave of autumn dress that began in mid August is not yet fully listed, but the brand still uses the new product, which brings some new changes to the shopping malls during the discount season.

The striking sign on the Esprit counter wall reminds consumers: "the new product is on."

Other old summer wear is marked "50 percent off", but the salesgirl will smile and say to you, "these are not new clothes, but they are not new ones, but you can only enjoy the VIP discount if you do not participate in the discount."

Only large area counters are all full of new products, and no mention of "autumn clothes" two words, although most of them still seem to be like the continuation of summer wear, but the salesperson will tell you: "these short sleeves can be worn out in the autumn when they wear a small coat."

Perhaps many customers who go shopping for goods will find that these "new products" cards have been unveiled as early as last week.

"Because of the special reasons for this year, the pressure of supplier sales is high, so the discount season has been advanced for about 10 days, but for some powerful and image oriented brands, the discount is too long, which is not good.

Moreover, too much discount in the past has reduced the profit margin of the brand.

The industry said, "therefore, by replenishing new products and selling positive products, we can recover some profits.

In addition, this measure also takes account of the two functions of sales and image.

The stronger brands, the more they know how to control discount time and discount rate, maintain image, so as to retain potential customers in the future.

Of course, in the past few days, many brands such as Yi Suo also formally installed in the autumn, although E-world has only hung out a few clothes, but the signboard also vividly printed the four words of "autumn listing".

"Everyone's approach is similar, the starting point is almost the same, but the strategy is different."

An emporium boss said.