Xiaoshan'S Feather And Down Industry Brand New Way To Open Up A New Chapter

　　 Down industry It is a characteristic area of Xiaoshan. Traditional industries It has a history of more than 100 years. At the forty-fifth international feather annual meeting, Xiaoshan was hailed as the "feather city of China" by the international feather Bureau. In Xiaoshan, there are more than 40 thousand employees in the industry now. The annual output value of the industry is 8 billion yuan, accounting for 1/3 of the total national total, and the down export accounts for 45% of the total exports of the country, and the export of the down and its products accounts for 24% of the whole country.

In the face of the influence of warm winter and more market brands, more output and fierce competition, the down industry in Xiaoshan should deal with it as early as possible and become a strong and strong enterprise.

A new way to create a brand

This year, Zhang Junhua, who has made 15 years' down business, has opened his first home textile home one-stop shopping chain flagship store in his "stronghold" in Xiaoshan. His own feather home textile brand "Han Ge" and "Fei Li Hong" have entered their own stores. Prior to that, they have been "living" in WAL-MART, IKEA and other large domestic home and abroad stores. This has been praised as a landmark event in the sales mode innovation of Xiaoshan down home textile industry.

In 2009, Zhang Jun Hua's San Hong Group has launched 4 "home shopping" one-stop chain stores in Shanghai, Hangzhou and other first tier cities. This year, Zhang Jun Hua The task of opening a store is 20. It will go all the way to Shanghai, Beijing and other first tier cities. By 2020, we will open 5000 chain stores nationwide, and the sales will reach 15 billion yuan a year.

A feather quilt, from $10 to $20 at the time of export, to the current domestic sale, is best to sell 10 thousand yuan. Such a "surge in value" is not accidental in the down industry of Xiaoshan. In this case, the independent brand is the biggest support.

At present, there are 3 Chinese famous brands, 3 well-known trademarks in China, 3 famous brands in Xiaoshan Province, and 4 famous trademarks in Zhejiang Province in the down industry of Zhejiang. At the same time, Xiaoshan's down industry has begun to put more funds and resources in R & D, brand marketing and channel construction. Such as Tianxiang group, relying on its own brand "Swan", changing "OEM for others", "let others handle their own OEM", separate production from other enterprises, and directly sell the brand.

Innovating marketing mode and opening new blue ocean market

Yao Yuejun, head of Zhejiang Qiao Qiao Technology Co., Ltd., located in Xintang, Xiaoshan, has its own feather and down company, brand product, solid feather sale market and China feather and feather trading center network. But his "scenery" is not a physical store, but a new marketing format he created on the Internet -- the online shopping mall.

The establishment of the network mall provides a brand new platform for the development of the down industry in Xiaoshan. With the help of the platform, the enterprises in the feather and down industry can realize the introduction and product promotion of the online enterprises, and consumers can purchase goods on the Internet market, realize the online wholesale and retail of the down products from raw materials to finished products, and complete online payment. The online trading market also released timely government policies and measures to provide policy advice for the development of enterprises.

Relying on the new marketing method, he not only sold out the backlog products in the past, but also registered his Xiao Rong brand down products. After more than 10 years of careful cultivation of the brand, the product has a quality assurance, so the customer has a high degree of trust in the product. Besides, the products are directly sold from the manufacturer to the end users, which saves a lot of intermediate links, and the customers get the products of high quality and low price. His online shopping mall has sold more than 100 feather down products in China. Bosideng, Xue Zhong Fei, Xue Chi and other famous manufacturers are also "enjoying the tour" in this network mall.

Nowadays, some feather and down enterprises in our district aim at the new marketing mode such as electronic commerce, and open up the network market. Up to now, the "China down trade center" of Xintang street has developed more than 4 thousand members from all over the world, and has sold more than 100 million yuan for the enterprises in the area.

Enterprises have "butted" high-end market.

Nowadays, Xiaoshan feather and down enterprises are already at the forefront of the market. They pay more attention to product design, research and development, and continuous innovation. Some enterprises are developing new down garments, developing in the direction of leisure and ultra thin, changing the overstaffed feeling of down jacket. Keeping warm while not losing fashion, it has become a trend of down jacket design.

After more than 30 years of market competition, Hangzhou Xiaoshan Xintang down enterprises already have considerable strength. At present, many enterprises intend to enter the high-end market. Zhejiang Xintang feather and down enterprises are selling more than 10000 yuan, the "high price down quilt" on the market of household products "extraordinarily conspicuous."

It is reported that at present, the market price of an ordinary feather quilt is 500~600 yuan, and the quality is better than 1000 yuan. The high-end feather and down quilts of Hangzhou Xing long down and Zhejiang Tianxiang holding group are priced at more than 15 thousand yuan. The most expensive eiderdown quilt has reached 16 thousand yuan, and it has been sold on its 700 square meter counters at Hangzhou Tower. So far, the counter has sold more than 20 such feather quilts this year, and the market potential is very large.

The two most difficult problem of feather down products is running hair and odour. In order to solve this problem, Nanjing Zhongxing Ren Biotechnology Co., Ltd. was set up in Zhongyu. After years of efforts, Zhongyu garment has finally developed a feather quilt, which has been treated with high temperature technology to produce feather, which is sterile, tasteless and not drilled. It solves the problem of running hair and odor, and gives the enterprise the ability to win the high-end feather down market.