Breakthrough Way Of Down Garment Industry Market

After about 10 years of development, the average per capita possession of the down garments in China's second tier cities has basically reached 2-3, and the three line cities, that is, the rural areas, can reach 1 per capita.

As a result, there is little room for growth in the sales of down garments and even shrink. According to the statistics of key large retail enterprises in China, the growth of retail sales of feather goods and the proportion of retail sales in clothing have declined in recent years.

In the face of less optimistic situations,

First of all, feather and down enterprises should enhance brand value, so that enterprises can easily raise the price of products, give consumers reasons for buying, shorten the process of buying decisions, and cultivate loyal groups.

In my opinion, the development of enterprises should enhance their brand value through accurate product positioning, reasonable marketing methods and high quality products.

At present, the leading brands of several down coats in the market basically have their own clear market positioning. Bosideng takes the popular route, ice cream and Eral take the fashion route.

Once the brand positioning is clear, it is necessary to focus on its positioning, research and development of products, and carry out corresponding marketing work, in order to establish a good brand image in the minds of consumers.

In recent years, more and more fashion brands have launched down clothing products in winter, which pose a threat to the brand of professional down garments. Although fashion brands do not have many styles of down coats, the turnover of single brands is very high, and their sales advantages are very obvious.

Professional feather clothing brands want to be very competitive in the market. They should learn the sales experience of fashion brands and gradually surpass fashion brands. If the fashion down line professional feather clothing brand should be better than ONLY, VEROMODA and other brands, the professional feather clothing brand that should take the popular route should do better than U-NIQLO.

In the first tier cities of China, the competition of the down garment market has been very intense, especially the entry of international brands and fashion brands, which makes the brand of professional down clothing a certain threat.

In China's three or four tier cities, the intensity of market competition is lower than that of the first and second tier cities, with relatively mature consumers. The development of the down garment market is still large, and the professional down jacket brands should pay special attention to the development of these cities.

Due to the material limitations of down jacket, it is difficult for the down jacket to have big innovation space in the style design. The fashion degree is more reflected in the fabric material and color changes.

In 2009, the international big brand has made a major breakthrough in the use of the down jacket fabric. This will certainly lead to the change in the domestic down jacket fabric. In 2010, the competition on the fabric of our feather clothes is very fierce. The domestic down clothing brand should pay attention to the down clothes.

With the development of the market, the down jacket products are becoming more and more abundant. Many brands are supporting the production of some down garments, such as feather vest, feather kneecap and so on. Although they are rich in variety, they are not very fashionable, and are quite contrasting with the increasingly fashionable clothing.

The fashion difference makes the consumer groups of this kind of products only be confined to the middle-aged and the elderly. How to make the young and fashionable consumer groups accept this kind of products is the problem that the down garment enterprises need to think about. The down garment derivatives need to be further developed.