Down Jacket Industry Innovation &Nbsp; Moderate Fashion Is King.

The down garment market is saturated, and fashion has become the general direction. At the same time, enterprises must innovate only if they want to find a way to break through.

Fashion is classic, classic is fashion.

Nuggets "cold for thousands of years"

Since 2003, foreign outdoor professional down jacket has entered the Chinese market. The down jacket has been in China for several years. But with the weak market and the warm winter of 2006, the sales of down garments began to drop sharply. Until the abnormal weather in 2009, the down jacket industry brought a long "warm".

In 2009, a cold winter brought a warm feeling to the down market that had been weakening for three years. According to the statistics of Enterprises above Designated Size by the National Bureau of statistics, the output of Chinese down garments was 243 million in 2009, an increase of 4.35% over the same period last year. According to statistics from the General Administration of customs, 43 million 130 thousand Chinese down garments were exported in 2009, an increase of 0.58% over the previous year and an export volume of US $1 billion 43 million.

Winter is the "warm" season for the down industry.

Before the winter of 2010, the global "extremely cold" theory has already indicated that this "charcoal Weng" industry will continue to warm up. Just entering the early winter, the sales and prices of down garments in the market have already proved that the industry is getting warmer. In major shopping malls, down coats are hot, and the price is often thousands of dollars.

In the face of how to "bright" winter, down producers began a "nugget winter" craze. Despite the rise in raw materials and labor, it will not diminish this trend.

Yalu launched a golden duvet. Gold material The new products of four core competencies: gold cutting and gold processing; Eral's women's down jacket, which is the theme of "Ai recalls"; the leader, Bosideng, has slightly fashionable style in the mass line and so on.

In just a few years, China's down industry is like a roller coaster. All this shows that it is time for the industry to lead fashion and mainstream in the future.

New fashion thinking

With the continuous improvement of people's living standard and the change of concept, down jacket is not only the object of warmth. Consumers pay more attention to personality and fashion, especially young people. They pursue a free, comfortable, casual and relaxed fashion personality. In the past, most of the down jacket mostly focused on warmth and neglected fashion elements. Compared with other garments, they also wore "down" in winter.

To this end, in 2006, when the down jacket Market was in a predicament, some enterprises began an attempt to "feather down fashion" in order to find a way to break through. In 2007, the traditional down garment industry has been taking the fashion line collectively. This change has activated these markets more or less, and has increased sales.

During this period, the focus of fashion brands rose rapidly in the market, and the market share increased significantly. But for the comprehensive occupancy rate, the invasion of foreign brands has to arouse deep thinking in the industry. Data show that: in 2007 and 2008, the market share of the 11-20 brands ranked only 1 in foreign brands, while in 2009 it increased to 3. In the top 20 brands, the proportion of foreign brand market share increased by nearly 3 percentage points.

In fact, foreign brands are more attractive than fashion and high quality. The famous outdoor brand NORTHLAND of Austria, as early as the winter of 2008, applied the seamless glue and waterproof and breathable technology in the traditional outdoor garments to the down jacket, and realized that the whole body design did not have a needle eye. All of them were treated by pressing glue, which not only met the requirement of uniform distribution of feather, but also perfectly solved the trouble of fleece fleece caused by the needle eye.

Meanwhile, in recent years, more and more fashion brands began to launch in winter. Down Jackets Although the product is not very popular, the quality is not necessarily better than that of the professional brand, but the sales volume of the single item is very high. These fashion brands include ONLY, VERO MODA and so on. Professional brands should learn from them how to cater to consumers' fashion buying and gradually surpass fashion brands.

In fact, fashion is not just looking fashionable, but also more conceptual. Marlboro extends from cigarettes to jeans, jeans and other clothing products. It is neither the similarity of products, nor the resource sharing of channels, nor is it the symbolic LOGO of Marlboro. It is the core value fashion of Marlboro publicizing "brave, adventurous and enterprising". {page_break}

Besides, some brands can not be fashionable, but you must have your own clear market positioning. At present, the leading brands of several down coats in the market basically have their own clear market positioning: Bosideng follows the mass line, and ice cream and Eral follow the fashion line. Once the brand's market positioning is clear, don't easily follow suit and change its market positioning because of the market's fashionable clothing products.

　　 Eral group President Chen Pinceng said that for a brand, it is necessary to stick to your own positioning and focus will make you go further.

New concept of moderate fashion

It is necessary to pursue fashion, but it is best to have a degree. 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.

It can be seen that consumers like fashion, but still have to "moderate fashion". After all, down garments are often thousands of dollars, unlike a T-shirt with tens of dollars, what fashion to buy. Since 2007, after the fashion of the down coats, the fashion wars and flames have already ignited, and one is more fashionable than the other. But the best seller is the brand with the concept of "moderate fashion".

"Only moderate fashion is the most popular. Only a few people pay attention to the fashion that is not in our view of moderate fashion, our goal is to enable the public to enjoy fashion, is the right fashion."

In the down jacket industry, Shen Jianfeng, general manager of ice cream for several years, put forward his own view. "Of course, we will still use our brains in refurbishing, and take into account the 20.75% of the customers with high demand for fashion."

Moderate fashion can balance the warmth function and fashion design. It ensures the cold clothing of the down jacket as a warm product, and abandons the design that is not real and real, but also caters for the pursuit of modern fashion personality.

With the involvement of more fashion and leisure brands, the "moderate fashion" of the down garment industry will drive the further development of the down garment market.

Road to innovation

In the face of many factors such as shortage of migrant workers, rising labor costs and rising prices of raw materials for Down garments, the down jacket enterprises in 2011 need to raise their efficiency by improving equipment and technology level, and increasing the added value of products by innovating and improving the labor productivity of enterprises.

With the saturation of down garment market, fashion has become a general direction. At the same time, enterprises must innovate only if they want to find a way to break through. The author thinks, first, products need to be subdivided. The down jacket market can be divided into age subdivision, temperature subdivision and functional subdivision from the product subdivision, so that products can meet the needs of all kinds of consumers. Second, strengthen e-commerce sales channels. With the rapid development of e-commerce, online shopping has begun to spread. Second, focus on rural and international markets. In addition, after the overseas down brands come to China, the Chinese down brand can go all the way.

The relationship between fashion and classics has always been perfect. What is fashion? What is classic? It seems to be far apart and seems to be separated by a wall. In fact, fashion is classic, classic is the fashion. Just like "Eral pays tribute to fashion", its brand concept is deeply rooted in the hearts of the people.