Down Garment Industry In 2008: New Opportunities Brought By Pressure

What is the situation and future development of down garment industry?

That is to say, enterprises should seek new value points, strengthen value innovation from the angles of aesthetics, functionality and health, avoid product homogeneity, and provide more value-added services to customers; change the present situation of domestic down sale of down garments, and take both internal and external marketing as the future direction of development, speed up the pace of developing foreign markets, find their own positions in the global market, and rationally formulate market strategies.

In June 28th, the annual annual working conference of China Garment Association's down garments and products Specialized Committee was held in Xiamen, Fujian province.

Jiang Hengjie, executive vice president of the China clothing association and director of Specialized Committee of down garments and products, made the first speech at the meeting. He stressed: "what is the situation facing the down garment industry and what is the future direction of development?

That is to say, enterprises should seek new value points, strengthen value innovation from the angles of aesthetics, functionality and health, avoid product homogeneity and provide more value-added services to customers, change the present situation of domestic down sale of down garments, and take both internal and external marketing as the trend of development, speed up the pace of developing foreign markets, find their own positions in the global market, and rationally formulate market strategies.

Gao Dekang, executive deputy director of the China Garment Association's down garments and products Specialized Committee, made a working report on behalf of the special committee, and analyzed the development characteristics of the down industry last year.

The report points out that in 2007, China's garment industry entered an unusual period of development.

Under the influence of many factors, such as RMB appreciation, export tax rebate and labor cost rising, the whole industry is carrying forward and developing steadily.

The output of China's down garment industry decreased in 2007.

Down garment exports were 47 million, down 11.2% from the previous year, and the export volume was 1 billion 39 million US dollars, down 1% from last year.

According to analysis, the decline in export volume is due to factors such as RMB appreciation, export tax rebate reduction and labor cost rising.

The average export price is $22.1 per piece.

It is easy to see from the data that the export volume of our down garment products is large, but the products that can really go abroad with independent brands are few and far between.

In contrast, international brands have been bullish on China's huge consumer market, and some famous international clothing brands have been expanding to the down garment market in China. Their prices are much higher than those of local brands. In addition, the down season garments are very seasonal, and the uncertainty of environmental impact is very obvious. The competition of Chinese feather garment market brands has entered the white hot stage.

Hu Liling, the director of the national clothing quality supervision and Inspection Center (Shanghai) and Zheng Shanai, deputy director of the State Administration for Industry and commerce, introduced the inspection situation of the down industry in the field of production and circulation respectively, and put forward specific suggestions for enterprises to avoid the unqualified products detected due to improper management.

Director Hu Liling introduced the latest testing situation of down jacket in China.

She said that the overall quality of China's down garment brand products is still good, but in the face of the formulation of international brand entry and export standards, the quality problems of China's down garment enterprises have been upgraded to the international level, and product innovation and quality improvement should be emphasized.

In order to further understand the future development of the down industry, we also invited Wang Yao, deputy director of the China National Business Information Center, Guo Zhanfeng, Professor of National Climate Center, and Professor Meng Xiangqing of National Defense University, China, to give a brilliant speech and a brilliant analysis on topics such as "marketing strategy for cold clothing under abnormal climate conditions", "environment and US", and "international military and political situation on China's economy and market".

No fear of shuffling

The internationalization of Chinese feather down brands accelerated.

Brand management moves toward industrial upgrading

The cold spell at the beginning of 2008 saved domestic down garment manufacturers and businesses.

Although some manufacturers and businesses have already withdrawn from the industry in 2007, the stock brought about in 2006 is still a huge figure. After the snowstorm early this year, the inventory of manufacturers and businesses has been further digested.

Most of the down jacket enterprises that experienced the warm winter of 2006 have become an ornament in the development of new products in the 2007-2008 autumn and winter, and their lower distribution channels have begun to lose weight. Many shopping malls have already cancelled the down jacket business plate, and the North has not greatly improved in the overall sales volume of the 2007-2008 year down jacket, but the South market has hit an unprecedented new high.

Therefore, the actual inventory of the down jacket has a very small quantity, which stays in all aspects of the sales channel.

It is precisely because of a large number of inventory in previous years, so that the down jacket production enterprises are more aware of the control of production, and attach great importance to the added value of products.

1. Brand added value:

The down jacket entrepreneurs gradually realized that differentiated products should be introduced to better satisfy the needs of consumers by subdividing the market, or to create a product to guide consumers' needs.

And the key to this is to make a reasonable division and judgment of the target market, and then make the positioning strategy of their brand products combined with their own endowments.

Quality and technology are the key factors. For example, in the field of quality and technology, nanotechnology with the leading domestic level will be introduced into the field of winter clothing, and the "nano antibacterial" down garment with the function of water repellency, oil repellency and pollution repellency will be launched to achieve a major breakthrough in the field of antibacterial, nursing, maintenance and washing and so on, which will bring a new round of technological innovation and quality upgrading to the down jacket industry.

Brand strategy is a bridge that every enterprise can not bypass in the way to the future market.

According to Mccann's point of view, brand enterprises, according to their brand positioning, aim at the target market and put up brand names, so that brands can establish three structural connections with their external social reality, the internal psychological relationship with consumers and the internal relationship of products represented by the brand itself.

The basic driving force for brand promotion is reputation (reputation) and brand information.

The more coherent and unified brand information and reputation, the stronger the charm of the brand, the stronger the intensity; the stronger the brand, the more the brand credit will accumulate; the more the brand credit will accumulate, the stronger the authority of the brand will be; the stronger the authority of the brand, the greater the brand will bring; the greater the brand proceeds, the better the information and reputation of the brand will be, which is the "Pygmalion effect" in the brand world.

In the 2008-2009 years of down garment market, there will be various styles in the development of new products. On the way of fashion in Europe and America, price positioning will be in line with international standards, and the profit margins will be higher than before.

Two. Circulation and channels:

The sales environment in the circulation sector has been continuously improved, and manufacturers have been working together to digest inventory.

The promotion of the consumption ability of down garments has prompted many large retail stores to take down garments as their leading sales commodities and become an important direction of characteristic management.

This is mainly reflected in the establishment of monopoly stores for Down garments, and the sales areas according to the themes of children, old age, fashion and sports. Some shopping malls have specially set up preferential zones to help enterprises digest their inventory. While ensuring the complete brand, the layout of humanization is more convenient for consumers to choose.

On the other hand, focusing on the improvement of service quality, more services such as washing, replacing old clothes, and recycling old clothes have attracted more consumers to stop.

Even so, the inventory digestion work last year is still not optimistic.

Therefore, this year, feather and down enterprises must make new preparations to meet the development trend of new products at a high price, and integrate resources to avoid the positive impact of inventory products and new products.

Enhance enterprise competitiveness

Fashion trend

Inspired by the gradual entry of international brands into China's high-end down garment market, the local down jacket brand has also begun to test the water and high-end market.

Although the brand of local down garments, more than 1000 yuan of products accounted for only a small part of its brand composition, but this marks the pformation of domestic brands to the direction of improving brand value, instead of just staying in the simple price war as before.

Twenty-first Century is the era of knowledge economy. The competition between enterprises is not simply a price slaughter on the product line, but more importantly, the building of the core competitiveness of enterprises.

How to build a good competitiveness of enterprises, first of all, enterprises should increase investment in various elements of resources; in terms of human capital, create a performance oriented staff system; in the capital market, as the down garment industry will be accompanied by the gradual growth of costs and the gradual decline of profit margins, the brand should be reasonably extended, diversified businesses and necessary acquisitions and restructuring in the capital market; in the supply chain and information technology, the application rate of CAD/CAM in western developed countries and the rate of Internet access by enterprises Internet have reached more than 80%.

Two. Series expansion.

In addition, we should create a learning oriented enterprise.

The competition of the future society is more often to reflect the good sensitivity of the enterprise in the information society and the flexible and efficient management within the enterprise. The brand down garment enterprises must have a deep understanding of the fashion and fashion industry today, and should also understand the relevant art history and aesthetic history, and even understand the social philosophy trends such as the forefront of contemporary social thought.

Gao Dekang, chairman of Bosideng Limited by Share Ltd, said that Bosideng will not only be confined to seasonal products, but also expand to the four seasons products. The future development will be based on Bosideng down jacket, and develop winter winter clothing to extend the products of the whole year to make up for the sale of more than 7000 sales channels of Bosideng and meet the needs of consumers.

Cajumi, chairman of Fujian Fashion Co., Ltd., Li Guokun, said that the market competition of the down garment market is becoming more and more intense. The down garment is greatly affected by the weather. The enterprise will not make a single product. It will certainly extend to the fashion. But the down garment is still the foundation of the enterprise, it will not give up, but must strengthen the technological innovation.

Three. High-end brand.

In the face of the fact that the international down jacket brands have scramble for the Chinese garment market, the Chinese down garment industry has begun a new round of market shuffling. With the increasingly fierce market competition, the market resources advantages and consumer groups of the down garment market are increasingly concentrated on a large number of large enterprises and famous brands. The low-end products that compete for market share by price alone and the small and medium sized brands will inevitably withdraw from the market, so that the market environment can be purified.

The expression of creativity and material selection will become the core competitiveness of enterprises. The design and production of down garments are on the international track, and down garments will also become the vanguard category of China's autumn and winter fashion revolution.

Enterprise voice

New model under new environment

In response to the question "how to view the upcoming competitive era of the down garment industry brand", Li Guokun, chairman of Fujian Cajumi Fashion Co., Ltd. said: "the down garment industry is still in a relatively green stage compared with other garment industries, but the development rate of domestic branding has been improving in general.

Market development shows three characteristics: first, the industry is entering the stage of brand marketing from the stage of product marketing; second, the focus of competition has evolved from the concept of product as the center to the brand level; and third, the marketing mode has moved from regionalization to nationalization.

Although the down garment industry has no mature development of men's and women's clothing industry, but the down garment industry is also facing the crisis faced by the garment industry. What changes will this shuffle bring to the down garment market?

In this regard, Li Guokun first stressed the meaning of "brand": "brand name is not only a registered name, but more importantly, it endows clothing with the inner soul."

What is this soul?

It is culture, idea, innovation, science and technology, and service.

Brand is a culture, a strategy, an expression, an intuition and a responsibility.

I firmly believe that the strength of the brand is because, who can get more brand awareness and brand responsibility in the brand strategy, who will be able to take the initiative in the future market competition?

Li Guokun said that in the past few years, when the down jacket industry was blaze, many of them were irregular.