Don'T Let The "Thousand Years Of Extreme Cold" Mess Up.

　　 A report on most of the countries in the middle of this winter will be faced with a "cold spell of thousands of years" in the middle of this month. Although it has been refuted by domestic and foreign weather experts, rumors have already had an impact on the market.

"Cold proof products," Millennium Arctic Label

The cashmere sweater shop, which was only hot in November, was too busy to process in the middle of this month.

Yesterday, reporters in Xinjiekou, Nanjing, a number of cashmere sweater custom shop, to come to customize cashmere sweater customers in an endless stream. The woman who was paying a deposit in one shop ordered 6 cashmere sweaters in one breath. "I heard that this winter is very cold. Cashmere sweater The customized time period is longer. I specially ordered it earlier. If it's cold, you can wear it out immediately. "

The store owner told reporters that by the "Millennium extremely cold" argument, the business of his family this year is obviously better than in previous years, the temperature in the last few days is 20 degrees Celsius, many customers hurriedly rushed to say that it is cold this year, to advance to their own and family custom winter cashmere sweater, afraid of being really cold when caught unprepared.

Not only is the cashmere sweater shop, but some reporters in Nanjing. Couture And shopping malls see that this year's cold clothing such as down garments, cotton clothes, wool and cashmere products is generally on the shelves earlier than before. Although the price is affected by the price of raw materials, the selling price is one or two higher than the average in previous years, but sales volume has not been affected in the slightest. "Since October this year, Bosideng's sales of many down garments have increased by about 30% over the same period last year." Gao Dekang, chairman of Bosideng group, told reporters.

Reporter investigation found that whether it is a physical shop or shop, smell sensitive businesses have seized this rare business opportunity. The reporter entered "thousand years of extreme cold" in Taobao, and then found 959 products, including cotton boots, down garments, thermal underwear, wool trousers, kneecap and so on more than 10 kinds of winter thermal products. Many businessmen have coincidentally described their articles in the description of "thousand years of extreme cold".

Although the rumors were refute, manufacturers were still entangled in fixed production capacity.

"The first order was basically in August, and now it receives second orders for winter clothes, which is very unusual. In previous years, we began to pick up orders for spring clothes. " Mr. Li, a boss of a garment processing factory in Changzhou, said that at present, there are many factories in the industry that have "abnormal" lists, and orders for individual factories have increased by 50%. "Once a large sum of foreign customers has added the bill, once the" millennium is extremely cold ", it will be faced with the risk of customer default. In this way, a lot of manpower and material resources invested are not the ones that can be compensated for by breach of contract.

Some clothing companies that sell themselves and mainly face the domestic market are also entangled in the production of winter clothing.

"So far this year, our down coats have already produced 500 thousand pieces, 100 thousand more than last year's total volume. Although the market for the down jacket Market is expected to be very high this year, it is still uncertain whether the amount should be added or not." Mr. Yang, sales director of a clothing factory in Xishan District, Wuxi, said that the influence of "extreme cold weather" on the clothing market is obvious, and the temporary adjustment of production volume is a great test.

According to Mr. Yang, the price of down and fabric is rising this year, or more than 20%, and now it has increased by 100 thousand. The cost has been very alarming. In the context of the rising cost of clothing production this year, it is possible to make a big profit if the volume is set. If it is not certain, a large volume of goods will probably be busy for a year and will affect the spring production next year.

Reporter survey found that similar situations in Changshu, Gaoyou and other small and medium down garment factory also exist. Rumor has not been refuted, why is still entangled? In the face of the reporter's question, a Changshu down garment factory boss told reporters, "although experts refuted the" Millennium cold "rumors, but some experts say this year's temperature may be lower than last year, can not help but ah.

Expert advice: blindly follow the wind and hurt the industry.

"In recent years, experts have jumped out to explain that the rain is" once in a thousand years ", that the wind is" a hundred years' experience. "We heard much, and we all know that it is just a statement. No one seriously examines its authenticity, but it is easy to be used as a gimmick for promotion and price increase by some merchants, and some producers will follow suit. Zhang Daozhou, director of the Department of Commerce and service management of the Provincial Department of Commerce, told reporters that the prices of related raw materials and terminal products have risen to varying degrees, and that a lot of capital has been linked to the rise in prices.

Xu Caiguo, Professor of marketing department of Nanjing Audit University, said that timely understanding of climate change can help enterprises better control the market. Once some poorly run businesses were criticized for being insensitive to the market and not quick enough to start, today, too soon they will bring new problems. In particular, the price of raw materials is rising, and some enterprises are not strong enough. We should take this opportunity to make a plan to dilute the increase cost with sales volume. However, "careless consideration of the ups and outs of market turbulence and blindly follow suit will undoubtedly increase enterprise risk and cause enterprises' passive and market fluctuations." Xu Caiguo said.

　　 Experts say that some businessmen know that the early judgment is wrong, but they still advocate the wrong information and influence the market order. This kind of marketing is different from the general hype. The general hype is merely exaggerating the efficacy of products, or introducing products in disguise in the form of soft articles. This kind of marketing is diffusion rumors, exaggerating the seriousness of consequences, which is not only immoral, but even violates national laws.