Down Jacket Market No Longer Rely On Heaven

The cold winter last year made the "down water" down jacket Market warm in recent years.

Now, before the winter, a "very cold year" said, it is to self praise "sell charcoal Weng" manufacturers have brought great benefits.

A few days ago, reporters in Beijing's major shopping malls learned that the sales of down coats were generally hot, and the overall sales volume increased by about 50% over the same period last year.

"The most obvious sales growth is not the traditional style of down garments, but Bosideng, Yalu and other down garments are far inferior to the" down generation "of the down fashions of the fashion brands.

However, icy, Gep, Finney and other fashion brands can still dominate the market.

A salesgirl at a down clothing counter in Xidan shopping mall, Beijing, told reporters.

"Thousands of thousands" are not all caused by duck down.

"This year, the price of the down jacket has indeed increased, mainly due to the rising cost of production."

Several shopping malls are responsible for the sales manager of down garments.

According to the reporter's understanding, the price of down jacket has increased by three or four this year.

For example, the price of the long down eider in Yalu is around 900-2000 yuan, compared with 600-1500 yuan in the same period last year.

And the price of Boston, snow Zhong Fei, duck duck, Eral, KangBo and temple Bob also increased compared with the same period in previous years.

According to Wei Baolin, general manager of Beijing geo Garment Making Co., Ltd., in a year, the production of eiderdown from down to 60 thousand yuan per ton is down to about 240 thousand yuan.

The reason why the price of duck down is rising in 2008 is warm winter. The down sale of down garments has led to a big drop in the price of duck down. But in the winter of 2009, the temperature dropped suddenly and the market demand of the down garment rapidly enlarged. However, the production enterprises were not prepared enough, and the stock of eiderdown was almost exhausted.

The enthusiasm of farmers to raise ducks has been greatly frustrated by the continuous low price operation of early eiderdown.

In addition, the demand for Down garments in the international market has also increased significantly this year.

Wei Baolin said: "in fact, the price of fur is the biggest increase. The price of fox fur originally sold for 400 yuan can be sold to 1000 yuan, and the processing cost is doubling."

Insiders pointed out that the rising of down eiderdown is the main reason for the fluctuation of the market price of the down garment, but all the costs involved in the production of feather and down clothing, such as labor, accessories and accessories, are all rising. These comprehensive factors are the fundamental reasons for the rising price of down garments.

"Excessive fashion" or "moderate fashion"?

Can "Millennium cold" really make the down garment enterprises worry about this winter? Do the prices of raw materials rise and the cost of labor increase sharply? Can it also make the down garment enterprises "rely on the weather"? Will the sales of the down garments continue with the temperature this year and "take the elevator"?

In 2006, due to the fact that the big clothing brands were eating the cake of the down jacket Market, unfortunately, it coincided with the warm winter weather.

In 2007, the unchanging down garment industry was broken, and the down jacket brand that suddenly changed the fashion line became a new market leader.

In 2009, the "fashion family" made a big pot in the winter.

A newly released market report on down garment shows that 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 70% 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 design of the down jacket must break through the tradition and go on the path of innovation.

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 the moderate fashion in our eyes. Our goal is to make the public enjoy fashion. This is the right fashion.

"Of course, we will still use our brains in refurbishing, and take into account 20.75% of the customers who are more fashionable."

With regard to "moderate fashion", Wei Baolin's interpretation is that fashion and fashion are the right fashion to relax in the runway.

He also stressed that the importance of the version is no less than the style.

Wei Baolin told reporters that this season's jackets down jacket version is the core, the fabric is ever-changing, the style is updated, and the market sales have doubled.

"Fashion is not abandonment of functionality.

In Shen Jianfeng's eyes, the first element of down jacket is warmth.

Shen Jianfeng said that this year they had great brains in fabrics and spent a lot of money on developing new products.

Down jacket sales become the new favorite of online shopping

In 2008, some clothing giants began to aim at e-commerce, and the down clothing brand also hit the sales campaign online.

"Our e-commerce started in 2008 and exceeded expectations in 2009. 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. All of them have been sold online.

"The difference between our online sales and physical stores is not large. In fact, before we entered Taobao, some dealers had opened their stores online, but at that time, the price they offered was very low, so long as there was a slight profit, the deal was completed. After we intervened, the original distributors were integrated into the system, and the brand reputation was enhanced.

According to Zhao Xuejun, last year, 90% of the brands sold on the Internet flagship store 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 workers to find a franchised store immediately, but Internet sales offer "shortcut keys" to buy down garments.

Although the "Millennium cold" theory describes the market beauty of this year's down garment enterprises, the down jacket enterprises that have learned to use the "meteorological economy" do not want to put all their hopes on this. Wei Baolin said that the "warm winter strategy" can also make the down jacket enterprises gain considerable benefits in a short period of time. Coping with the "warm winter strategy" is a "warm winter strategy". Similarly, the "winter strategy" has given birth to the "winter tactics", from "relying on" to "eating" and "eating".