"Thousand Years Are Extremely Cold" As A Pretext For &Nbsp; Zhengzhou Down Clothing Merchants Are "Locked Up" By The Weather.

More than two months ago, the news of "a thousand years of extreme cold" spread widely in the market.

Time flies, new year's Day is coming.

Faced with the unusual temperature this year, some citizens have expressed such a feeling: "the temperature of winter this year is too abnormal, and it is not like winter at all."

"This year's home should not be heating up. It's too hot. We have to find a way to cool down and humidification."

Indeed, from the winter to the present, although the weather is hot and cold, the time of the heat is much longer than that of the cold.

For example, just before the "winter solstice", the highest temperature in Zhengzhou was actually 15.3 degrees centigrade.

Under such circumstances, it will be hard for manufacturers such as down garments to suffer.

In recent years, most of the places where Zhengzhou's down clothing sales are concentrated are mostly scarce and business is dismal.

In December 28th, there were few customers in the shopping area of a shopping mall in Zhengzhou.

At first glance, there are more salesmen in uniform uniform than customers who come to loitering.

Speaking of sales, a salesperson said with a downcast voice: "this year's down garment market is really depressed. At this time last year, I was busy."

When it comes to "cold weather for thousands of years," the salesperson frowned and said, "it's not cold. Ten days of Celsius, no taste of winter."

Sales performance is not satisfactory.

According to common sense, the sales season of down coats is approaching the end of the season, and businesses are also full of money.

However, this year's sales of feather clothing have been disturbed by "God".

This year, most of the down garment enterprises, including other cotton clothing enterprises, are facing a lot of pressure on inventory, mainly because of large output and large inventory, but the sales effect is not ideal, and the down garments produced by the producers are not sold in the warehouse, "said Li, deputy chief executive of Zhengzhou Fuhai Garments Co. Ltd.

Under questioning, Li Shengli gave a worrying figure: compared with last year, the overall sales of down clothing this year decreased by 60%~70%, regardless of whether manufacturers or businessmen, the pressure of capital is very serious.

"Joking in the joke, the boss of the down jacket will cry."

In December 28th, Bosideng down jacket, an insider described the sales effect this year with two words "good". "It has completed more than 70% of the company's annual tasks, but it should be held in previous years. The annual task has been overfulfilled."

Ma Huiping, manager of down department store in Zhengzhou department store, said: "the first heavy snowfall has just started in winter last year, and the public came to buy the down jacket as early as they received the notice, but this year the weather is quite different."

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I want to make a profit this year.

During the preliminary interview, the down jacket merchants also vowed that this year, no matter "extremely cold" or "warm winter", because the down jacket itself has the characteristics of fashion, light and so on, it will achieve good sales results.

But this time it seems that the responsibility has been pushed to "extremely cold years."

"Down jacket" is "looking at the sky to collect", originally rumored "thousand years extremely cold", so manufacturers are risking the risk of raw materials crazy price increases, and actively expand production, now become a "warm winter", the contrast is too big! "Down the clothing manufacturer responsible person said helplessly.

It is understood that not only the down jacket manufacturers were fooled by the "thousand years of extreme cold", but the down jacket salesmen and agents were also severely rinsed.

A businessman who has been acting as a down jacket brand for a long time said with a sad face, "you work in a newspaper office, and information is smart. Do you know that Zhengzhou will still snow this year?"

A person familiar with the matter said that this year, people wanted to make a fortune with the help of "a thousand years of extreme cold", so many down garment enterprises have invested in the stock market in the early days, and even some manufacturers that did not produce down garments increased their down jacket production lines.

Discounts and concessions

The changeable weather has really made many down garment manufacturers miscalculate, but facing the current situation, it is still a pressing matter of the moment to actively withdraw funds.

Although many brands have been released in the early years, the new products of this year are not discounted and no profits are allowed, but now it seems that the discount and profit making has become the "straw" for the down jacket manufacturers to minimize losses and pressure.

The brands of all down eiderdown brands have different promotional information, such as buying Bosideng new down jacket, setting 100 yuan to 400 yuan, and 60 yuan to 400 yuan for the new down jacket, and 100 yuan to 500 yuan for the new down jacket of Yalu. The new down payment of snow flying down suit is 100 yuan to 400 yuan.

It is understood that in the past Christmas, Zhengzhou department store launched a promotional campaign of "shopping for 300 yuan to 100 yuan General Certificate", and achieved obvious results. The next new year's holiday, they will also offer some preferential activities to stimulate sales.

Ms. sun, a Zhengzhou citizen, said: "at this time of the year, the prices of children's down clothes were all at two hundred or three hundred yuan, and I saw some good children's down clothes this year. The price is 100 yuan and 120 yuan."

Loss has become a foregone conclusion?

For the above promotion tips, Zhengzhou Fuhai Clothing Co., Ltd., deputy chief of the operation, Li provincial government, however, does not hold much hope.

He said: "we also want all the ways to reduce prices, discounts, and increase sales promotion. We can say that we have done all we can, but the temperature is so high that more than 70 days have not rained, so the down jacket is basically still unattended."

"The loss of down jacket this year is a foregone conclusion."

Li Shengli said that the sales season is going to be over, and if the temperature falls down next time, it will play a certain role in promoting the sales of down garments.

Nevertheless, the overall situation of losses has been determined, but it is only a small loss.

However, Ma Huiping, the manager of Zhengzhou department store, is still full of confidence and hope.

"The climax is still behind."

Ma Huiping said that the new year's Eve should wear new clothes, so during the new year's day and the Spring Festival, if the weather is matched together, it should usher in a sales peak.

The industry will reshuffle.

Speaking of abnormal weather this year, Li Fu, deputy chief executive of Zhengzhou Fuhai Garments Co. Ltd. recalls that similar situations happened in 2006, but also accelerated the industry shuffling. Many small down garment factories died after that experience.

Li Shengli believes that this year this situation shows that the down jacket industry has to re shuffle.

And those left behind will always be those with strong resistance to risks.

In this regard, Li Gang, executive director of the Henan apparel industry association, said that the down jacket basically depends on the weather, but it does not depend entirely on the weather. It mainly depends on the scientific mastery of the weather and market changes, the reasonable judgement and flexibility should be reciprocal, depending on whether the product structure is reasonable or not, depending on whether the client is willing to form a strategic alliance with the manufacturers.

"Now, shuffle is not impossible."

Li Gang said that although it is warm winter now, there is still a period of time away from the Spring Festival. If there is a cold air coming, it will help and push down the inventory of the down garment manufacturers.

At the last moment, the down garment manufacturers should keep a close eye on the market and never give up.