Icy "Moderate Fashion" To Break The Temperature Constraint

Last year's cold winter made the down jacket sale "wining water" suddenly broken down, which made the down garment industry present an unprecedented "warmth". As the weather goes to autumn, will winter be far behind? Since 2007, after the fashion of the down jacket group has changed to fashion, a fashion and avant-garde, the fashion war and the flames of war have become more and more popular. Last year, the first brand of fashion feather sales, which was last year's fashion sales, was just showing its "moderate fashion" brand in the autumn, shaking the industry and consumers. During the national day, ice cream was sold out in Beijing Xidan shopping mall and Shenyang Zhongxing, Zhengzhou department store, and Shanghai, Xi'an and other places.

At the same time, the reporter then visited many domestic down garment manufacturers to learn that this year, due to rising raw materials, soaring processing fees and high labor wages, the down jacket industry in China is still facing a severe test.

Opposing "excessive fashion", advocating "ice cream". Moderate fashion "

In 2006, as the major clothing brands seized the cake and warm winter, the sales of down garments were low, and the stock market was overstocking.

In 2007, for many years. Down Jackets The industry suddenly shifted to the fashion line collectively, which made the market slightly improved, and the fashionable down jacket became the new market. In the severe winter of 2009, every family made a big pot. How will this market be done in 2010? Will the sales of the down garment this year take the elevator along with the temperature?

In 2009, due to the hot market of the down jacket and the sharp increase in sales, some shopping malls' down jacket counters even doubled. Some brands take the opportunity to launch a short waist down jacket, which looks very fashionable. Some small and medium-sized brands and miscellaneous brands are playing fashionable cards. They are trying hard to mark new innovations in the pattern. This only asks for face, ignoring the practice of the inside, which leads to the cohabitation of the down jacket industry.

　　 Consumer Miss Wang is a fan of her outfit. But last winter, because of the lack of waist protection, the short waist down clothing caused her to catch cold at the waist. Although she had been repeatedly served with gold needle, she did not slow down. This made her regret. Now, when the weather is just beginning to fall, Miss Wang feels cold. "I want both the temperature and the demeanor, but at the beginning I emphasized the latter too much and neglected the functionality of the down jacket. It seems that everything can not be overdone." Miss Wang said.

According to the latest survey report on down jacket, up to 73.26% of consumers have a general demand for their down garments. Only 20.75% of consumers think fashion is very important, and 5.99% of consumers do not think fashion is fashionable. When buying fashion down clothing, 73.24% of consumers like fashionable feather clothing, but they will not buy it. They think that the down jacket with strong fashion elements will soon be out of fashion. Experts say that the down jacket is too fashionable, too avant-garde, and will soon be OUT, so more than 7 of young consumers have a liking for moderate fashion.

In this regard, ice cream general manager Shen Jianfeng put forward his own views. "Although our target consumer groups are new and new. But this does not mean that the down jacket must break through the tradition and take the new route, so it must be distinguished and unconventional in design.

As we all know, Bing Jie is the brand of Bosideng, has the background of professional feather family, and has the position of youth fashion. In 2009, the China business information Federation first ranked the top five in the statistical ranking of major shopping malls in the country, ranking first in the brand of youth fashion and feather clothing.

Shen Jianfeng said that fashion is a kind of innovation. Fashion is a kind of attitude towards people's life. Fashion must be spread and applied in the consumer. Only moderate fashion is the most popular. Those few people pay close attention to the fashion is not in our eyes, but our goal is to make the public enjoy fashion.

"Of course, we will still use our brains in refurbishing, and take into account 20.75% of the customers who are more fashionable." Shen Jianfeng said that the fashion in his eyes is not to give up functionality, but to look for the best in the end. As a down jacket, its first element is to keep warm. So this year, they are using their brains to develop new products at a high cost.

It is understood that ice cream 2010 the new down jacket launched the "youth campus", "urban charm", "romantic feelings" three series, each of which uses international fashion fabrics, design closely follow the trend of fashion trends, better able to meet the different needs of young consumers.

This year's icy down jacket is dominated by bright colors, absorbing elements of nature, adding new colors such as military style, camel, orange and so on, which coincides with the current international trend. This year's men's clothing also broke through the traditional dull black and red, adding orange, treasure blue, green, gray and other colors.

Bing Jie is not only on the top of the list, but also in sales. Bing Jie, director of marketing, says that Bing Jie has built 6 core markets in the regional strategy to support 6 potential markets. In the channel strategy, it has focused on building the "double hundred" project, that is, to take over 100 large shopping malls and 100 core stores to maximize the absorption of the most extensive customer base.

Gao Dekang, vice chairman of China feather industry association and chairman of Bosideng International Holdings Limited, said that China's down jacket is undergoing transformation from rough machining to brand management. Unlike previous years of mixed competition, this year, a reputable and competitive brand can stand out. At the same time, he affirmed that "moderate fashion" will become the mainstream of the industry development.

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Traditional enterprises intensify e-commerce, and "moderate fashion" becomes the new favorite of online shopping.

The icy "moderate fashion" has begun to show its power on the Internet. According to Taobao's data, the latest online sales of ice cream has been following the Bosideng brand in the whole group brand, which is relatively younger than the ice cream oriented consumer group, and is suitable for Internet users. At the same time, it has a moderate fashion taste and a price advantage. The reporter opened a Taobao shop named "Bosi Dengfeng Shang Chao Ren" at random, and found that the icy display was first among them. Moreover, unlike other online stores, the shop even had Jang Na Ra and famous fashion photographer Yin Chao to patronize and leave messages. The new network of its new products was synchronized with the commercial field counters, so it was not difficult to understand why ice cream became a new star of Internet sales.

It is understood that in 2010, traditional enterprises began to increase the intensity of network sales. Originally, some big brands sell online, which are made by individuals or dealers. They are slowly being recovered by brand companies. In 2008, some clothing giants began to aim at e-commerce, and sold the sales campaign to the Internet. The down jacket brand has not only brand flagship stores such as Bosideng, Xue Zhong Fei and Yalu, but also some brand names, such as LAN Ao, Cajumi and so on.

"Our e-commerce has just started in 2008 and has exceeded expectations in 2009, and this year it is expected to double that of last year." Bosideng electronic commerce manager Zhao Xuejun said. Online shopping can not be underestimated. Bosideng includes several brands including Bosideng, Xue Zhong Fei, Bing Jie, Kang Bo and so on.

"The difference between our online sales and physical stores is not very large. In fact, before we entered Taobao, some dealers had opened their stores online, but the price they offered at that time was very low, so long as there was a slight profit, it was concluded. After we intervened, the original distributors were integrated into the unified system. In the past, some online dealers were reluctant to do after-sale management. After taking over, the online store's image packaging and after-sale services were all unified by the company, and the brand reputation increased.

According to Zhao Xuejun, in last year's flagship store, more than 90% of Bosideng's brands sold on the Internet are new products, and this year they will strive to achieve more than 80%.

"Many down garment enterprises will worry that online sales and physical store sales will" fight "and compete with each other. In fact, according to the survey, we found that 68% of Internet customers last year came from places not covered by exclusive stores, such as Guangzhou, Guangxi, Yunnan, Guizhou and so on, so that both can play a complementary role. You know, even in the first tier cities, it is still difficult for some white-collar office workers to find franchised stores immediately, but Internet sales undoubtedly provide them with the "shortcut key" to buy down garments.

In recent years, the traditional clothing brands are entering the Internet on a large scale. For example, in 2008, some sports and leisure brands such as XTEP and Tonlion entered e-business. In 2009, some foreign brands such as UNIQLO, Only, Veromode and so on also moved to the Internet, which caused great pressure on the original brand of "Tao brand" which had been rooted in the Internet, and they also began to focus on building their own brands, such as wheat bags, Mcglaughlin and so on. This gives us an inspiration: Although our channels are huge, we still need to learn quickly in the field of e-commerce.

"In our view, those small brands are just like peddlers. After the attack of traditional enterprises, we will take two measures. One is to strengthen management within the company, and the two is to formulate a policy of dealer alliance. Standardize the network sales market, including opening flagship stores, providing clothing accessories, regular invoices, and no reason to refund online sales within a certain period. Zhao Xuejun told reporters.

Reporters in Bosideng interview, is in the electronic commerce department to photograph the new ice cream. Shen Jianfeng, general manager of ice cream, said, "fashion is everywhere and fashion is just right". What we want to do is to reflect the essence of down fashion.

Reporters saw that this year's icy new down jacket "youth campus" series used a lot of popular fabrics this winter: Jinyi gauze, beautiful colors, light and comfortable design, slightly exaggerated chest and back printing design, quite star style. The "city charm" series is specially designed for mature men and women, and several women's modern jackets are bright. One of the women's jackets has used this winter fashionable fabric - wheat wind yarn, special knitted printed fabric, strong visual impact, very personalized fashion. The other jacket uses the latest popular leather, which is simple, fashionable and easy to handle. In the series of romantic feelings, Jang Na Ra wore several ladies' romantic embroidered long style down coats, of which the fresh leading edge of lotus leaf was designed, like the Magnolia magnolia, which bloomed slowly.