I visited Li and many other shopping malls, and found that the alluring discount slogans such as "full court 50 percent off" and "new women's shoes 2-8 fold" came to the surface. Unlike previous sales promotion methods such as "full reduction" and "coupons", more than half of the brands took a direct discount sale this year. It was hard to see discount brand counters at ordinary times, and also caught up with the discount trend. People in the popular stores such as "ONLY", "VEROMODA" and "ETAM" were crowded.

Xiao Zhong, a salesperson of a brand shop in thousand department stores, told me that the discount in summer this year is nearly a month earlier than in previous years. Since the beginning of July, their counters have been pferred to half off for sale.

I saw in the shopping mall counters that many people keen on online shopping firmly defend that "cheap is the absolute principle".

Wang Xiao, the public, showed the author a lot of booty: 75 yuan T-shirt, 120 yuan shorts and 199 yuan dress. She said excitedly, "this summer discount seems to be earlier than usual. In the past, the shopping malls in August will have a large discount sale, and they can't wear them for a few days.

These clothes also need more than forty percent off online shopping. Now half off have been taken, and compared with the original price several hundred yuan.

A person in charge of a clothing cabinet told me that due to the short spring this year, the spring clothes did not sell for a few days, they gave way to the summer wear. The spring stock inventory pressure was too large, and the idle funds of the enterprises were insufficient. In order to develop, produce and market the clothing in autumn and winter, they had to promote the summer wear in advance and speed up the withdrawal of the funds.

Another industry analysis, in addition to the cause of abnormal weather, and the economic environment is also related.

Affected by the national export tax rebate policy, coupled with the appreciation of the renminbi and the decline of the euro exchange rate, the European market has suffered great damage and orders have been greatly reduced. Some of the garment enterprises that are mainly engaged in export business can only increase their domestic sales in order to make profits, which makes the supply of domestic clothing increase, and the sale of these commodities into domestic channels, leading to brand dealers to increase sales promotion efforts in order to sell more goods.