Xiaoshan'S Own Brand Of "Down Out" New Road

The feather and down industry is a special regional traditional industry in Xiaoshan. 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's mission is to open 20 stores and enter the first tier cities of Shanghai and Beijing. By the year 2020, 5000 stores will be opened in the whole country, and the sales will reach 15 billion yuan a year.

One article

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.

innovate

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 over 100 products from all over the country.

Now, some down enterprises in our district have taken aim.

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.