The Department Store Plays A Leading Role: The Internet Becomes The New Favorite.

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In mid June of this year, China National Garment Association Annual Conference on down garments and products June was held in China.

Background of market environment

Keywords: V inversion, overall good

In 2008~2010, from the quarterly change of GDP, the total retail sales of social consumer goods and the growth of consumer prices, with the gradual extinction of the financial crisis's impact on China's economy and the conscientious implementation of the package plan by various regions, the national economy, market sales and material prices in 2009 were reversed by "V", and the overall stability and recovery began to improve.

Large scale 2008~2009

In early 2010, there was a sharp rebound in the clothing market of major retail enterprises in China, and the trend of recovery was obvious.

According to the data in 2009, the sales of clothing market were warming up one by one, and picked up after the three quarter.

The proportion of clothing retail sales is ahead of other categories of commodities, and the proportion is increasing. In 2009, its share increased by 0.76 percentage points.

Compared with food, household appliances and daily necessities, the contribution rate of clothing retail sales was the highest, and increased significantly in 2009.

In the first quarter of 2010, the total retail sales of clothing shoes and hats and needle textiles increased by 23.9% over the same period last year.

Market characteristics of down garment 2009

Key words: unit price promotion, anti season sales

Influenced by other products, coupled with the nature of down garments as seasonal goods, the market demand growth is limited, resulting in a continuous decline in sales in recent years.

But the sales volume of the down jacket Market in 2009 showed a slow rebound and retail sales grew faster.

Affected by the abnormal temperature in winter, the market sales of down wear decreased in 2009. Although sales volume was still negative growth compared with the same period in 2008, the "late spring chill" affected the down price of the down garment increased rapidly, making the growth of the down jacket retail sales at the beginning of 2010 faster than last year.

The frequent extreme weather in winter has led to the sale of down garment products.

The winter climate in 2009 was abnormal, and the winter time in many cities was nearly 1 months ahead of last year.

Early winter, extending the down season sales time, and winter suffered severe cold disasters, but also significantly led to the hot down sale of the down jacket Market; in 2010, "late spring chill" also makes the down jacket sales growth rate higher than the same period in previous years.

In terms of price, due to the rising prices of down raw materials and fabrics, and the more exquisite technology of the down garments in recent years, and the severe cold weather, the retail price of the down garment has gone up.

Anti season sales growth to match the season.

With the end of the warm winter and the frequent occurrence of extreme weather such as snowstorm and freezing disaster, the demand for Down garments has begun to increase. Especially, the desire to buy down coats in the off-season season is increasing, driving the down season sales growth of 2009 down to a good level compared with the previous year.

The proportion of anti season sales increased significantly.

From the anti season sales volume accounted for the proportion of the annual sales of down garments, the trend of off-season sales is also obvious. The proportion of down season sales in 2009 was somewhat higher than that in 2008.

Brand characteristics of down garments

Key words: high concentration, high market share and strong brand stability.

In recent years, the top ten brands of the down garment market fluctuated.

In early 2009, sales declined and concentration dropped as a result of the warm winter. In early 2010, sales were good and concentration increased.

From the comparison of the total number of the top ten brands in the year of 2008~2009, the concentration of the down garment market is the highest.

The overall occupancy rate of the down garment market is obviously higher than that of other clothing categories.

The top ten brands of the combined occupancy have a smaller change, only the geo new finalists.

Popular brands occupy the dominant position.

Among the top ten brands in the market, Bosideng, Xue Zhong Fei, duck duck and other famous brands in the forefront are more traditional and popular, and occupy a larger market share. Only 3 of the top 3 brands have a comprehensive occupancy rate of about 35%.

This shows that the basic style of the popular down jacket is still the most popular type of market.

The market share of Bosideng, Xue Zhong Fei, ducks and ducks in 2009 was 20.9%, 7.82% and 7.38% respectively.

Fashion brands are rising rapidly in the market.

Take the Eral brand as an example, according to the statistics of the China National Business Information Center, the market share of Eral has increased year by year, from twentieth in 2007 to fourteenth in 2009.

Other brands, such as ice cream and geo fashion, have improved significantly in terms of market share. Compared with 2008, the market share has increased significantly, indicating that the market's demand for the down garments is further improved.

Domestic brands occupy the main market share and foreign brands develop faster.

The top ten brands have been occupied by domestic brands for 3 consecutive years, and the competitiveness of domestic brands is stable.

However, foreign brands also began to accelerate development. In 2007 and 2008, only 1 brands of foreign brands ranked 11~20 in the market share, and 3 in 2009. Among the top twenty brands, the proportion of foreign brand market share increased by nearly 3 percentage points.

There is little difference in regional sales of well-known brands.

The brands in the top three of the market share remained stable, and Bosideng remained dominant in all regions.

In contrast, snow is more popular in the north than in the north, while duck is more popular in the south.

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123 line market development

Key words: fierce competition in the first tier, good stability of second line price, high concentration of three lines, and space.

In terms of market distribution, the sales growth of second tier city down clothing is in a good trend.

Affected by the financial crisis, the sales of down garment market are generally reduced, but the trend is different in different cities.

Among them, the low end consumption has been reduced, and the high-end consumption has moved down, which has led to the expansion of the consumption in the middle end. This phenomenon has shown that the growth rate of the second line market has narrowed down obviously, and the trend is good.

Driven by severe winter, the market price of down garments has increased significantly, especially in the first tier cities.

In contrast, the price of down garments in second tier cities is relatively stable and the growth rate is minimal.

In the past, the market concentration of the ten brands showed that the second tier cities were higher than the first tier cities, but they were significantly lower than the three tier cities.

This shows that the market competition in the second tier cities is lower than that in the first tier cities, which is higher than that in the three tier cities.

Judging from the top ten brands in all cities, the number of foreign brands is still relatively small, and the number of foreign brands in the first tier cities is slightly higher than that in other cities.

However, according to the proportion of foreign brands' market share, the share of foreign brands in the second tier cities is only slightly lower than that of the first tier cities, which are directly behind the first tier cities.

Characteristics of down jacket Market Channel

Key words: department stores play the leading role, expansion of monopoly, rapid development of supermarkets, and new Internet market.

Department stores are still the main selling channels for Down garments, but supermarkets, stores and online sales channels are rising rapidly.

At the same time, the limitation of joint store mode has hindered the further development of department stores.

In recent years, the sales of down wear in high-end department stores are less than that of all retail enterprises and other categories, indicating that the competitive advantage of department stores is declining and consumer demand is losing.

Therefore, in recent years, down garment enterprises have expanded their channels to accelerate their expansion, and direct stores have sprung up.

Supermarket channels are developing rapidly.

From the brand point of view, the main brand of supermarket sales is mainly the middle and low end brands with an average price of about 100 yuan, and only for seasonal sales.

Although the sales of down jacket sales in supermarkets accounted for only 0.02% of the total sales of the down market clothing, the comparison of the sales growth of the down garments from high-end department stores and supermarkets shows that with the end of the warm winter of 2008, the sales of supermarkets have sprung up, and sales are showing a rapid growth.

With the growing maturity of online sales, many down jacket enterprises have begun to get involved in the Internet. Apart from their own official website, they have also opened official authorized online stores on some well-known websites.

The average price of the outlets varies from nearly 200 yuan to ~600, and the best turnover of the best sellers is more than 2000.

Summing up the characteristics of Internet sales, we can know that most of the down selling brands that choose Internet sales are famous brands, besides the professional down jacket brands, there are also down products of clothing brands.

The professional brand has many styles, and the clothing brand has a large volume of pactions. The best selling style in the network is the basic price of the down garment, which is moderate in price and high in practicality. The sales of men's down clothing occupy a large proportion in the network. Male consumers prefer to choose this convenient shopping mode; the high-end products with more than 1000 yuan are not selling well in the network; the price of the down garment clothing sold in the unified brand online shop is almost the same as that of the department store, and there is no obvious price advantage.

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The characteristics of the consumption in the down clothing market

Key words: high end, fashion, function, outdoors

The fashionable clothing is becoming more and more popular.

In the autumn and winter of 2009, many international fashion brands made a big fuss about the style of down jacket, completely breaking through the traditional style, getting rid of the bloated appearance, and introducing the fashionable clothing of down garments.

Emphasize waist and design sense, no longer emphasize the idea of warm function will guide the whole market development direction.

Driven by the international brand, the down jacket has broken through the original fabrics, and the concept of cotton clothing and leather clothing has been integrated.

Functional down clothing is developing rapidly.

The waterproof and windproof, Multi Pocket down jacket designed for outdoor activities is very popular.

Such as consumers like Addidas, Kappa, Converse and other sports brands and choose to buy the brand's down clothing products.

The bestselling sports brand down jacket is usually characterized by short, close, bright colors and beautiful fabrics.

Medium and high end down garments will become the mainstream of consumption.

According to the statistics of the key large retail enterprises in China, the market consumption of down jacket has shifted to high-end.

In the fabric, style and color, the middle and high end down clothing represents the fashion trend of the down industry, and is the mainstream of market consumption.

Many down jacket brands have launched more than 1000 yuan products, such as Bosideng, Eral, Yalu, duck and so on. There are also foreign high end down jacket brands to test the Chinese market, such as Finney Jack's 2009 high-profile landing in the Chinese market.

Development proposals for down garment enterprises

At present, the average per capita possession of the down garments in China's second tier cities has basically reached 2~3, and the three line cities and rural areas can reach 1 per capita.

Therefore, there is little room for growth in the sales of down garments, or even shrink.

According to the statistics of major retail enterprises in China, the growth of retail sales of feather and down and the proportion of retail sales to clothing products have been decreasing in recent years.

Down garment enterprises should enhance their brand value through accurate product positioning, reasonable marketing methods and high quality products.

The promotion of brand value can improve product prices, shorten the process of consumer decision making, and cultivate loyal consumer groups.

Since 2009, the weather has changed abnormally, extreme weather has frequently appeared, and the demand for thermal insulation of down garments has been raised. However, the brand of fashion down clothing should stick to its own fashion and light line, and do not blindly follow suit and change its style.

Learn sales experience of fashion brands.

In recent years, more and more fashion brands have launched down garments in winter, which pose a threat to the brand of professional down garments.

Although fashion brands do not have many styles of down coats, their sales volume is very high and their sales advantages are very obvious.

If the professional feather clothing brand wants to be competitive in the market, we should learn from the sales experience of the fashion brand and catch up with it.

If the fashion line of professional feather clothing brand should be better than VEROMODA, ONLY and other brands do better; take the mass line of professional down clothing brand should be better than UNIQLO.

Pay attention to the development of the three or four tier cities.

The competition in the down market of the first tier cities has been very intense, especially the entry of international brands and fashion brands, so that the brand of professional down clothing is threatened.

In the three or four tier cities, the intensity of competition is lower than that of the second tier cities, and have relatively mature consumers. The development space of the down garment market is still large, and the professional feather clothing brands should pay special attention to the development of these cities.

Expand the market of down products.

With the development of the market, the down jacket products are becoming more and more abundant. Many brands are producing many down garments such as down pants, down vest, feather shoulders and waist protection.

Although the species is rich, but the fashion is poor, the consumption group of these products is only confined to the elderly.

How to make the young consumer group accept this kind of products is a question worth thinking about.

The down products need to be further developed.