Down Industry Leads To "Moderate Fashion" Tide

　　 Consumers who have experienced Taobao's shopping experience know that, like other clothing products, online shopping is a good example. Down garments They are also mixed up. From " Big international card "To the domestic famous brand, the price ranges from one hundred yuan to more than 1000 yuan, making consumers dazzled. However, wearing hundreds of yuan MONCLER, do you feel steadfast?

　　 On the other hand, 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. At the critical moment of every fashion, a brand has displayed the concept of "moderate fashion" in the autumn and caught the eye of consumers.

　　 Advocacy " Moderate fashion "

Miss Wang is a fan of "outfit". But last winter, because of the lack of waist protection, the waist was cold. "I want both the temperature and the demeanour, but at the beginning I emphasized the latter too much, ignoring the function of the down jacket. It seems that everything can not be overdone." Miss Wang said.

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 brands are fighting for fashion cards, and they are trying hard to mark new changes in the pattern. This kind of "face saving and ignoring the inside" way leads to the down jacket industry mixed up.

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.

"Therefore, the down jacket is too fashionable and too avant-garde, and it will soon be OUT," Shen Jianfeng, general manager of ice cream, said. "Although our target consumer group is a new and new family. 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. Most consumers prefer "moderate fashion".

Bing Jie is the brand of Bosideng, has the background of professional dustmen, and has the orientation 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 down garments.

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 are concerned about the fashion is not the appropriate fashion in our eyes, our goal is to enable the public to enjoy fashion, which is just the right fashion."

　　 Changing the new favorite of online shopping

"Moderate fashion" will not ignore online consumers.

According to Taobao data, the latest online sales of ice cream have been following the Bosideng brand in the whole group brand, which is relatively younger than the ice cream location consumers. It is suitable for Internet users, and 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 online store even had Jang Na Ra and fashion photographer Yin Chao to patronize and leave messages. The new products on the shelves were synchronized with the shopping malls, so it was easy 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 and Cajumi.

"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, Vero Moda 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.

Of course, the price advantage has made ice cream the darling of online shopping. Price positioning below thousand yuan is the basic acceptable level of online shopping.

"Like MONCLER, the world's top luxury brands, short money is generally around 8000 yuan. Manufacturing technology does not have to say, from inside to outside every detail shows high grade. Big stars like Tony Leung, Andy Lau, Faye Wong, Maggie Cheung, Zhao Wei and so on are their loyal fans. An industry insider said, "in fact, when it comes to feather down quality, some of the better brands of feather down garments in China are also made of superior duck breast, but the popularity is still less than that of some European and American brands."

　　 Technology leads 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. " Shen Jianfeng said that this year they mainly use their brains in fabrics and spend a lot of money on developing new products.

In 2010, the new down jacket launched three series of "youth campus", "urban charm" and "romantic feelings". Each of them adopts international fashionable fabrics, and designs follow the trend of fashion trend to better 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.

"Not only is it superior to design, but ice has also made a good layout in sales," said Wang Dao Cheng, ice cream marketing director, who created 6 core markets in the regional strategy to support 6 potential markets, and focused on building the "double hundred" project in the channel strategy, that is, to attack more than 100 large shopping malls and 100 core stores to maximize the absorption of the most extensive customer base.

Reporters in icy interview, is in the electronic commerce department to shoot new pictures.

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.

　 As Shen Jianfeng, general manager of ice cream, said, "fashion should be creative, fashion should be more appropriate. What we want to do is to reflect the essence of the down fashion."