Discount Sales, Rust Blunt - 2010: Why Down Jacket Sales Fell Into Trouble?

As early as November 2010, the cold weather has been delayed.

60% of the inventory.

Talking about the down sale situation after the festival, the three total area

In their eyes, 2004~2005 years is the peak of down clothing sales, which can sell more than ten thousand pieces in one year.

At that time, down jacket manufacturers were relatively few, and consumers used to buy new clothes in winter.

Because sales were good last year, a down jacket boom began in 2006.

As the number of producers increased, the number of orders for agents increased. But in fact, many businesses went bankrupt that year.

The cold weather in 2007~2008 years, but in view of the bad performance last year, most enterprises reduced production to digest inventory, and the order quantity of the agents also declined, which resulted in the demand for down coats in short supply.

The cold winter of 2009 once again stimulated consumption and pushed down the down garment market to a new climax.

In 2010, the turning point appeared.

"Everyone saw that they sold well in 2009, so they increased their orders, and down enterprises also followed mass production.

If others increase the order, I will increase it. "

Xie Jincun told reporters that he went to Dahongmen in 1998 to represent a men's wear brand.

The good management atmosphere of Bai Rong World Trade mall gave him a broader market space. In 2004, he pferred the battlefield to Bai Rong, and began to represent red beans and snow rhyme down clothes.

"What's the result? Now that new year's Day is over, there are more than 10000 stocks left."

Xie Jincun said with a bitter smile, "in October, many people said that" a thousand years of extreme cold "would definitely sell well, but it did not cool down until November, and business began to be bad, and then it was always bad.

According to its introduction, many old customers can not accept the price range of down clothing, and eventually do not buy.

Compared to the same period, his sales share in 2010 was only 60% in 2009.

But Zhao Baiyang, the agent, has a set of calculation methods of his own order.

In 2005, Zhao Baiyang settled in the Bai Rong World Trade mall, acting as a Fiyta down jacket for Changshu, and then turned to the fashion brand Hangzhou down jacket.

He told reporters that 40 thousand new products were ordered in 2009, and only 30 thousand in 2010.

"Ordering is to analyze consumer psychology."

According to his analysis, consumers bought at least two years' down garments, and many people bought new clothes in 2005. In 2006, consumer demand decreased, and the market in 2008 was better buffered. In 2009, sales of down garments went to another peak. Many consumers bought down coats during the year.

In 2010, the market demand will drop, and this year's producers will increase. "Then, when ordering in May, the quantity should be small.

Down garment industry also has years of age.

Nevertheless, Zhao Baiyang still has 60% of the inventory left.

Another agent, Qian Xiuhui, was settled in 2004 in Bai Rong World Trade mall. He once represented a fashion dress brand in Dalian.

He also said that during the new year's day, there was no peak in previous years, "this is the worst year since employment."

Discount sales, rust blunt.

The three regional total agents believed that the weather factor was the most lethal factor for the down sale of the down jacket in 2010, followed by the number of manufacturers and the market being divided, and finally, the price of raw materials increased and the cost increased.

The bulk of the remaining inventory risk is borne by the agents themselves.

At present, the market order is generally a cash order system. In the ordering age, the merchant pays part of the money in advance, and all the money is paid off at the time of delivery.

When sales are poor, the company allows about 10% of the returns.

As a general agent, in order to improve the enthusiasm of downstream wholesalers, they need to provide a higher return volume for the downstream. Finally, the inventory is almost at the regional distributor.

A lot of inventory means the interruption of capital chain.

"The risk that the agent undertakes is too big, we also need to spend 1 million to 2 million yuan a year."

Several regional agents in the interview, has been a face of sadness.

"This year has bought a lesson, and the order is not so blind."

Xie Jincun lowered his head and his voice was very small.

Zhao Baiyang is also helpless, "down jacket is on the day."

Qian Xiuhui also mentioned that not only did the agents take orders to follow suit, but also the production enterprises blindly produced. Some enterprises were not very clear about how many years they should produce.

When sales are good, agents often have insufficient supply. If they fail to sell well, agents will take inventory risks.

"This causes the agent to be very difficult to do, the down jacket is originally the seasonal product, depends on that two months."

Inventory is always to be solved.

In the down area, the reporters found that most people still use their old weapons: discount sales promotion.

"New Year's Day is over. After January, wholesalers will not buy more goods.

Now we rely on discount sales to deal with inventory and reduce wholesale prices.

But now there is no big advantage in reducing prices, nor is it necessarily cheap.

Nowadays, consumers will only buy it if they really like it. "

Xie Jincun said, "but I have to sell at a loss. This year, raw materials are rising, and the cost of down is also rising. If we wait until next year, what will happen next year when the cost is reduced?"

But Zhao Baiyang said there will be no big discount in the later stage.

He believes that only the price down to 200~300 yuan is of some practical significance, but consumers generally hold the concept of "cheap but not good".

So far, the wholesale price of Kang Yun Lai brand down garment has always been maintained at 400~500 yuan.

He is prepared to deal with inventory in advance.

In the interview, Feng Xiaokang, chairman of Kang Yun Lai brand, walked into the shop with his suitcase.

He recently visited the European market.

According to its introduction, Kang Yun Lai is a down garment enterprise integrating design, production and sales.

In 1996, he began to engage in garment foreign trade business, and founded Kang Yun Lai brand in 2007.

"The market price war is so fierce that the brands are running wild."

He also stressed to Zhao Baiyang, "all the brands are stocked this year. We also have stocks.

But we are not afraid to sell next year. Do not follow the price war. We must hold on to it. "

According to its disclosure, the inventory of some domestic down feather brands is as high as 80%, and the whole market will launch a price war.

"Making brand needs to pay attention to service and quality, rather than dishonest discount.

A leather bag in Italy can sell 40 thousand yuan, which is a high added value! "Feng Xiaokang said." the domestic market is not very standard, and price war is free. Some practitioners lack the overall view.

Some brand clothing enterprises are always overlooking for quantity, and spend too little energy on brand value added and services.

Kang Yunlai's down jacket goes the fashion personality line, and the high quality pursuit makes him believe that his product will not be outdated next year.

This remark made Zhao Baiyang frown, agree and feel helpless.

"Many customers complain that people are giving discounts. Why don't you give them a discount?"

Zhao Baiyang said, "many brands are discounted by raising the original price. Consumers like to see that discount but do not compare the original price.

I don't know how to explain to these customers.

Looking forward to multi party collaboration

As an intermediary channel, agents have to complete the sales tasks stipulated by the brand enterprises, and try their best to provide quality services to end customers, especially in this year's grim situation.

"It's uncomfortable to be led by your nose."

Qian Xiuhui said frankly, "this year, we are ready to make our own brand, and we are confident that we will have many years of experience."

The reporter learned that there were more than 100 down duty agents in the peak of the 100 world trade mall, and only more than 20 now, "no failure or pformation."

As for agents unwilling to pform, they are more confused.

"The space for survival is getting smaller and smaller."

Zhao Baiyang thought he was a very contented person, hoping to keep the agency going steady.

They believe that market space still exists.

In particular, the progress of the professional market makes them full of hope for the future.

"The biggest change over the years is that the professional market is paying more and more attention to retailing. The professional market is not only abundant in goods, but also has a large number of colors and styles, and the choice is relatively large, unlike shopping malls, which is in line with consumer psychology."

Qian Xiuhui said that some of his downstream dealers often reflected that the business of the mall was getting worse and worse. "Only the very high-end brands are willing to buy in the mall, and the popular brands still prefer to buy them in the professional market."

The improvement of product quality and the improvement of the environment in the professional market have established certain reputation and trust in the mass consumer, and the price has taken the absolute advantage.

At the same time, the establishment of business atmosphere has attracted a large number of merchants to enter.

At the end of the interview, the reporter met Ma Jinling, general manager of Hangzhou Beijing Fashion Co., Ltd.

In 2010 8, she went to the 100 Rong World Trade mall. She told reporters that the brand of the 100% world trade mall was concentrated. The brand of each floor was categorized clearly and clearly. It was recognized in the industry, and it also provided front office services, which are very beneficial to entertain and expand customer resources.

On the one hand is a bright future, while the other is "relying on heaven". Agents also put their hopes on the outside world.

"Now we need a standardized ordering system. We hope that the manufacturers will know more about the terminal consumption and provide help and suggestions for the ordering of the agents.

For example, before ordering, give more accurate weather guidance. "

Xie Jincun's simple words represent the minds of a number of agents.

At the same time, agents are also looking forward to the upgrading of the professional market.

In recent years, the rapid development of Bai Rong World Trade mall has been well received by all of us. They believe that with the constant strengthening of management and publicity, we will win more resources and development space for agents.