近日，河南知名零售企业胖东来因公开其一款售价89元的卫衣仅赚取3.4元毛利润而引发广泛关注。这一数据揭示了其极致的低价策略和对消费者的高度透明。根据胖东来公布的信息，该卫衣成本高达85.6元，包括原材料、人工、物流及包装等各项支出，最终毛利润仅为3.4元，毛利率不足4%。相比之下，许多服装品牌的毛利率通常在40%至60%之间。胖东来的做法体现了其“让利给顾客”的经营理念，也反映出其通过高周转、低毛利模式实现长期客户信任与品牌忠诚。此外，此举也意在打破消费者对“高价等于高质”的固有认知，倡导理性消费。尽管单件利润微薄，但凭借庞大的客流量和高效的供应链管理，胖东来仍能维持整体盈利。这种以诚信和透明为核心的商业模式，在当前零售环境中显得尤为可贵，也为行业提供了新的经营思路。
Recently, Pang Donglai, a well-known retail company from Henan Province, drew widespread attention after revealing that it earns only a gross profit of 3.4 RMB on an 89 RMB hoodie. This disclosure highlights the company’s ultra-low-margin pricing strategy and exceptional transparency toward consumers. According to Pang Donglai, the hoodie’s total cost—including materials, labor, logistics, and packaging—amounts to 85.6 RMB, leaving a gross margin of less than 4%. In contrast, typical apparel brands often maintain gross margins between 40% and 60%. Pang Donglai’s approach reflects its core philosophy of prioritizing customer value over profit maximization. By adopting a high-turnover, low-margin model, the retailer builds long-term trust and brand loyalty. The move also challenges the common consumer assumption that higher prices equate to better quality, promoting more rational purchasing behavior. Despite minimal per-unit profits, Pang Donglai sustains overall profitability through high foot traffic and efficient supply chain management. Its integrity-driven, transparent business model stands out in today’s retail landscape and offers a compelling alternative for the industry.
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