Fashion Is By No Means Universal. The Down Jacket Needs To Be Practical.

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In the past few years, when the down garment industry was hot, many enterprises felt that the industry was making good money and rushed in, causing the market to be extremely saturated, resulting in a price war and a great impact on the down garment market.

After market baptism, the vast number of practitioners gradually realized that there was no way out to follow suit and even plagiarize others. To do a lot of products with low added value and even no brand added value, there would be no way to survive if there was a storm.

More and more down garment enterprises begin to attach importance to the fashion of products, and enhance the product popularity as one of the keys to get rid of the homogenization and innovation of products.

It is understandable to pay attention to fashion and walk on the road. However, the problem is that some enterprises blindly pursue fashion in spite of their actual situation. They think that the design of the down jacket will be fashionable, and they will definitely go out of a new path without considering their brand positioning, sales channels, marketing methods and customer groups.

What is more alarming is that some people who make down garments will talk about fashion. They are proud of the so-called pformation of fashion women's clothing, and the feather clothing.

Some people say that you don't flaunt fashion these days, or even feel embarrassed to say that you are making down garments.

I worry that if this goes on, fashion is regarded as a panacea, which will easily lead to a new round of blindly following suit, which is not conducive to the healthy development of down garment industry.

In fact, fashion is only one of the innovation and development modes of the down garment industry. If we put aside the characteristics of down garments, and put aside the most basic functionalization of down garments, the so-called fashion is empty talk.

In fact, no matter how it changes, the first demand of consumers for Down garments is their functionalization -- warmth retention.

In winter, there is no material that can replace natural feather in cold proof clothing.

Each category of clothing will have its own broad market, and the down garment industry will not shrink, but will grow further.

This is for sure.

The key is how our practitioners can better meet the needs of the market and maintain the healthy development of the industry.

Because professional, so excellent.

Down garment enterprises only have a professional attitude and firmly work in the field of down garments.

The down market of down garments is definitely a trend.

We should further differentiate the down garment products, make the down garment market deep, meticulous and complete, develop new functions and new fields, develop personalized creative products, cultivate new competitive power, form new selling points and bright spots, and increase the high added value of down garments.

For example, in the field of down garment subdivision, we can consider small feather clothing products such as down hat, down shoes, feather kneecaps and feather down pocket.

We should also dare to eat all kinds of "cake" in the down garment market, not only for enterprises and brands to develop to high-end market, such as outdoor down garments, but also for enterprises and brands to enter the middle and low-end market and enter the rural market.

In short, if a down garment enterprise wants to live and develop healthfully, it must be down-to-earth and persistent. It should be able to come up with its own development thinking and brand style instead of blindly following suit.