This Winter Down Garment Industry Is Now "Habitually" Hesitant.

Since October 2010, due to the abrupt drop of temperature, the land of China has been jumping from summer to winter.

"Year after year, flowers are similar, but people are different from year to year."

In 2010, the domestic down garment industry is facing a severe test again, due to the rising price of raw materials, soaring processing fees and high labor wages.

Under the pressure, how to cope with the down garment industry in China? What is the market of the down jacket Market in China? How can the down garment enterprises go through this winter? With a series of questions, we will go into the down market of the domestic market this winter.

Who is cold in the cold millennium?

As early as 2009, there were rumors in the meteorology circle that the La Nina phenomenon would affect the northern hemisphere countries or they would encounter a cold winter of a thousand years.

This is the origin of the so-called "thousand years of extreme cold".

This is a scholarly dispute in the meteorology field, but soon this controversial issue has been expanded and spread to many related industries.

Our down garment industry is no exception. At the same time, because of the interests of all parties involved in the industry, "a thousand years of extreme cold" as a new round of gimmicks is also being launched.

As a result, all kinds of media or deliberate or unintentional reports also played a role in helping to add fuel to the gimmick.

For a time, "a thousand years of extreme cold" has become a hot topic for people in the streets and lanes.

In August 2010, it was in the hot summer weather. The mountain city Chongqing, known as the "stove", was scorching the scorching sun as if the air had already solidified.

However, in the wholesale market of clothing in Chaotianmen, it is a scene full of excitement.

The people who go through the shuttle and hurriedly "bang bang" form a unique picture in midsummer.

Temperatures near 40 degrees do not seem to have any effect on them.

Chang Ling Yun, a more than 40 year old clothing wholesaler, is directing the porters to load the goods on the truck into the warehouse.

These days, he came to the 3 car clothing one after another, all the round bags were filled with Down garments.

According to convention, the purchase of down jacket in previous years usually started in mid September.

However, because one day, Lingyun accidentally saw the news of "a thousand years of extreme cold" from the newspaper.

He did not read many books, though it was not clear what La Nina phenomenon was, and what was "a thousand years of extreme cold".

But he saw a truth from the newspaper.

That is the winter this year, the world will be particularly "cold".

For small clothing wholesalers such as Chang Ling Yun, the biggest advantage is that they are flexible and flexible.

Chang Ling Yun's characteristics are keen perception of the market and good at catching business opportunities.

These two advantages, together with the information from the newspaper, "thousand years of extreme cold", made Chang Ling Yun quickly draw a judgement.

China's down garment market will be very hot in 2010.

Therefore, Ling Yun immediately started action in advance.

He made an order for a down garment factory in Guangdong a month earlier.

It was thought that a relatively favorable price could be obtained early.

However, this "gimmick cold" gimmick has long been a household word.

He could think of this step, and the wholesalers in other parts of the world came to think of it.

Therefore, the factory price of down garment has increased a lot in 2010.

Of course, there are a number of other factors that are not simply the reason why wholesalers are hot.

Such a situation did not discourage the enthusiasm of Chang Ling Yun.

Instead, he strengthened his confidence and further sprouted the idea of hoarding goods.

In previous years, the stock was usually sold in a batch, and then circulate again.

But this time, he often plans to make a big ticket for his down jacket.

He bought a down jacket nearly a year ago and put it into his own warehouse.

Because he expects this year's down jacket to be hot and sell at a high price and earn a lot of money.

However, "the weather is uncertain."

Just after the national day of 2010, the official media began to refute rumors.

There is no scientific basis for saying that "a thousand years are extremely cold". At the same time, a group of experts began to write and speak for themselves.

Obviously, the direction of public opinion has begun to change.

Chang Lingyun's heart was still confused, even a little panic.

If this year's weather is not "very cold"; if the down coat is unsalable...

Too many, if already, have made many Chang Lingyun dare not think down.

In fact, not to mention the induction of the gimmick of "a thousand years of extreme cold".

From the climate analysis of Sichuan and Chongqing, it is easy to find that the average temperature in winter is above zero.

Even if it is very cold, it will not be below zero, and the time is very short, only 2 or 3 days per year.

Therefore, the down garment is not the necessary clothing for both consumers.

Similar to Chang Lingyun's blind accumulation of goods, the nature of risk is self-evident.

In fact, every feather in the down jacket industry believes in "rumours" and hoarding down coats is not wise.

Proper hoarding can be done. The key is a "quantity" problem. Enterprises should choose according to market demand and their own digestion ability instead of blindly following blindly.

On the 2010 National Day holiday, all the department stores and clothing stores in the noisy Chengdu Chun Xi Road put the new down jacket on the counter early.

According to convention, new down coats in southern China are usually listed at the end of October or early November.

But this year, all brands, small and medium-sized enterprises have coincide with the new listing time ahead of 1 months or so.

The reason for early listing is mainly due to the expected good effects of the down jacket industry in 2010. All the down garment manufacturers want to make a "warm ticket" in this "cold winter" and make a "warm money".

The brand enterprises in China's down garment industry have strengthened the design and marketing efforts without exception, and increased the training of salesmen's quality further while launching a large number of new models.

Brand down jacket still put its main selling position in the department stores of the first tier cities in China.

Due to the combined influence of various factors, the price of down garments in 2010 has generally increased substantially.

All brands, which are already expensive, will naturally target consumers on consumers who have demand for goods and brands, pursue fashion, and are not sensitive to price.

In the Department of a department store in Chengdu, the down garments of 1000 to 2000 yuan can be found everywhere, and the down garments of more than 3000 yuan are not uncommon.

The counter is full of all kinds of new styles this year, and the shopping guide is busy tidying up clothes and introducing products to customers.

However, during the national day, there were many customers who came to see "down jacket", but few people actually bought them.

Because the windows are still sunny and cool, and the sales season of down coats has not really arrived yet.

Part of the continuous stream of consumers is to take advantage of the National Day holiday to take a look at down coats.

The other part also saw the news that the weather would be extremely cold this winter and came to inquire with a rainy day.

Overall, the price of brand down clothing this year is about 20%.

However, it is understood that in recent years, brand down clothing sales in such places such as department stores are showing a declining trend year by year.

The main reason is that the limitation of department store joint mode has hindered the further development of department stores, and the competitive advantage of department stores is declining and consumer demand is losing.

Now, we stand in the bustling commercial blocks lined with shops. It is easy to see how many of them will be mixed with one or several brand down clothing stores.

This kind of store is well decorated and has a uniform style, which integrates product sales and after-sales service.

At present, the brand down clothing enterprises are stepping up the promotion of the sales mode of exclusive stores.

In the country's one or two or three tier cities, brand down clothing stores are springing up like mushrooms.

This is also a measure taken by every down garment manufacturer to make up or replace the traditional department store advantage.

Ren Zhongjun has opened a brand down jacket store in Chengdu for more than two years, and his shop is mainly profitable by selling down coats in winter every year.

In peacetime, it also runs some other seasonal clothes to maintain a general income balance.

But in 2008, when the down market was weak, Ren Zhongjun lost a lot of money at the beginning of his trip.

It is good to insist that by 2009, we will encounter warm winter. The sales situation is not optimistic.

Fortunately, after a cold spring year, he made his down jacket business go ahead.

In the twinkling of an eye, in 2010, Ren Zhongjun was very happy that the "thousand years of extreme cold" spread widely.

In his words, the business of down jacket is almost the same as farming.

In fact, with the first cooling in the middle of October, the business of Ren Zhongjun's down jacket store began to enter the selling season gradually, which was about half a month earlier than in previous years.

Because this year, the new style of down garments developed by enterprises is especially large, which is more than dozens of kinds.

Therefore, the overall sales situation is good, and consumers' desire to buy is also very strong.

It can be said that the sale of down jacket stores in 2010 is a good start.

In addition, we have to mention the Internet sale of down jacket.

The clothing industry is one of the earliest industries that test the water network sales. Although it is inevitable that there are various problems, the whole industry is still scramble for Internet sales.

Down jacket industry is no exception, but compared with T-shirts and other clothing sales, the online sale of down jacket is really "cold" not ordinary.

At present, the down jacket enterprises have already set foot in the network. Apart from their own official website, they have also opened official authorized websites on some well-known websites.

However, buying tens of billions of T-shirts on the Internet may not need to consider too much, but consumers will have to weigh more than four digit down coats.

Coupled with the endless dispute of online clothing sales, to a large extent, it affects the online sale of down garments.

It is understood that the sale of men's down clothing with a basic price, moderate price and high practicality occupies a large proportion in the Internet. Male consumers prefer to choose this convenient shopping method.

On the contrary, more than 1000 yuan of high-end products are not well sold in the network.

On the whole, the down garment industry in 2010 showed that the company introduced many new brands, and the price of the brand down clothing increased by about 20%.

At the same time, the down jacket Market is preheated in advance, and the latter market is generally optimistic.

All down and down clothing enterprises are grinding their tools to prepare for this year's down jacket Market.

This year, due to rising labor costs, raw material prices, appreciation of the renminbi and a series of factors.

Down clothing products also show a rapid rise in prices, the magnitude of the characteristics.

The price of brand down clothing products is basically more than 1000 yuan, and the price of non brand products is also 15%---30% higher than that of last year.

Among them, the most important influence on the finished products is the doubling of the price of the eiderdown.

As the stuffing of down garments, the price of duck down from last year's nearly 100 thousand yuan per ton to 300 thousand yuan, up 3 times.

At the same time, because the production period of down jacket is long, the situation of down demand is difficult to alleviate, so the price rising trend of this year's down jacket is inevitable.

However, when the price of duck down is soaring, some small and medium size down garment factories and family workshops are in pursuit of maximizing their interests.

At the risk of desperation, they began to use inferior eiderdown, crushed wool or even other stuffing materials to be used as a duck feather to produce fake and shoddy down garments.

It is precisely because of the rising price of down garments that the false trend of counterfeiting and counterfeiting in 2010 is more intense than in previous years.

In mid October 2010, citizen Zhang Lijun bought a down coat with a price tag of 799 lilies in a shopping mall.

This down jacket is of fashionable style and nice color. She likes it very much.

But after taking it home for a long time, Zhang Lijun found that every day there were tiny feather fragments slipping away from the seam of the down jacket.

At home, the problem of small fragments is not big, but she feels uncomfortable in the unit or outside.

Because of the feather fragments on the down jacket, people can see at a glance that the clothes are not up to grade and stalls.

More seriously, only sporadic debris had fallen out at first.

Later, after washing, more and more debris began to run out.

Helpless, Zhang Lijun took this down jacket to find a shopping mall and asked for a return.

The shopping mall is also very good attitude, admit that there may be quality problems, but this down jacket has been washed, according to the regulations are not refundable.

In a rage, Zhang Lijun found an insider to tear down the down jacket directly.

It was found that the stuffing was not made of duck feather, but was broken by the hair of duck's hair.

It is understood that the shattered duck feather as a filler not only has poor thermal insulation of clothing, but also smashes hair with a large number of bacteria, viruses, parasites, feces, dust and so on. Often wearing such inferior "down garments" will greatly increase the risk of respiratory diseases for consumers.

In fact, every autumn, in the autumn, there will be a small number of small workshops for processing down coats and their down products in the streets of large and medium-sized cities throughout the country.

These small workshops are mainly used to crush down the feather to produce down products, and produce various kinds of down products to deceive consumers and make huge profits.

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A consumer in Chongqing feels that the down jacket style that he bought many years ago is out of date and the fabric is slightly obsolete.

So she found a down garment processing workshop on the street and asked her to refurbish her down jacket.

The so-called refurbishment is filling or using the eiderdown in the original clothes, and the exterior style is another.

Down jacket processing workshop agreed to come down, after receiving a low processing fee, quickly brought the newly renovated down jacket to the consumer's hand.

However, the good times are not long.

A few days later, an accident broke her down jacket.

The consumer immediately discovered that the stuffing was not all the feather in his old coat.

She came to the down jacket shop and asked if it was true, but the shopkeeper insisted that all her clothes were down from her old down jacket.

Both sides hold their own views and quarrel with each other.

But because there is no convincing evidence, the best thing to do is to ignore it.

Usually, this kind of down garment processing workshop is half or even lower than the price of the down garment sold by the market, attracting many people to make down garments.

At the same time, these workshops are a "guerrilla" mode of operation which has been left for three or four months.

It can be no exaggeration to say that the quality of down coats produced by the down coats and workshops of this kind of streets is not guaranteed.

It is one of the sources of production of fake and shoddy down garments, which has seriously disturbed the order of the down garment industry.

It is understood that the recent complaints about the quality of down jacket have increased substantially, and the quality of the brand down clothing has basically met the requirements, with few complaints.

However, the problem of down products made by small shops and workshops is especially prominent: for example, some of the down jacket is replaced, and the quality of stuffing in newly made down garments is not good.

However, there are still some problems in the investigation of such workshops in practical work.

Industry and commerce departments often check, but do not know fiber inspection business, can not tell the quality of filler.

The staff of the industry and Commerce Bureau can also buy fake and shoddy down garments.

The fiber inspection department understands business, but it faces insufficient strength in the face of the huge market.

This raises new questions for our work in the future. It is worth studying and discussing whether we can combine the relevant functional departments such as industry and commerce to further increase the investigation and handling of fake and shoddy down garments.

At present, the competition in China's down garment market has been very intense, especially the entry of international brands and fashion brands, making the brand of professional down clothing a certain threat.

China's down garment enterprises only adhere to the quality of products, constantly introduce new ideas, fashion and fashion elements into the down jacket products as much as possible, so that the whole industry can further develop and grow.