Hefei: In Cold Weather, The Down Jacket Of The Store Is "Retreat".

Although the weather in Hefei is relatively cold on the 15 day, it does not shake the determination of Hefei merchants to discount shipments. Reporters on the 15 day in some stores in Hefei saw that the operators who had been disappointed with the "chilly cold" had been making a frantic sale of down clothing and other winter clothes on the first weekend after the Spring Festival.

According to industry sources, Hefei businesses have hoarded tens of millions of dollars in down coats last year, but sales are less than half.

"Down" in the market

The weather in Hefei on February 15 is still cold, but there are many journalists visiting.

On the afternoon of 15 th, reporters at a private street in Hefei saw that there were very few down coats. Only a thickened down jacket with a price tag of 569 yuan and a cotton down jacket priced at 356 yuan were available. The newly arrived spring clothes were on the shelves, and the people who came to patronize were also buying spring clothes.

The store's marketing staff told reporters that the rest of the down jacket at the end of the year had just come off the shelves.

And reporters in Hefei many large shopping malls clothing store saw, at the end of the year or the sale of the "protagonist" down jacket, has disappeared.

Only a few kinds of brand down clothing counters still exist, most of the brand down clothing has been removed.

Some stores sell at low prices.

Unlike shopping malls, some of Hefei's down jacket stores are still selling.

Compared with the high price at the end of the year, all the down sale dealers in the big sale hold high discount cards, with a minimum discount of 70 percent off.

The reporter saw in the down town of a pedestrian street that there was a down jacket monopoly such as ducks, Yalu and Pierre Cardin. The clothes on the monopolized area were all down and down. They had marked "promotional prices" and "discount" promotions. The discounts ranged from 63% off to 50 percent off, and the price was more than half of that in December.

The most expensive one in the store is 970 yuan for the women's eiderdown clothes of the Yalu monopoly cabinet. The cheapest one is the men's down clothing made of duck duck monopoly cabinet, which is 63% off yuan after 398 yuan.

However, although the store sells at a low price, the citizens do not appreciate it. A salesperson at Yalu down clothing counter told reporters, "now the down jacket is not ready to sell."

Mr. Zhang, general manager of Guotai down town, also said, "if the down jacket is not sold in March, it will be completely delisted."

Reporters saw on Taobao's website that with the "spring new clothes" occupying the front page of the website publicity, the products related to winter related such as down garments, cotton padded clothes, snow boots and scarves also competed in the "clearance sale", and the price was generally 3~5 fold.

Some styles are only 1 months away from listing, and some styles include warm gifts such as underwear.

The public is careful to see more and buy less.

Reporters at a number of down clothing stores in Hefei to see, although 15 days of Hefei's weather is still cold, shopping in the public is still in an endless stream.

However, consumers who like seasonal sweeps seem to buy less than winter clothes.

Hefei's "reckless" female customer told reporters that this year's winter clothing even after the festival sold to 70 percent off, 60 percent off is not cheap.

"Last year, the price of down coats is very high. Even though the discount is much, consumers are actually paying more money."

Hefei people Zhang told reporters, such as 2000 yuan down jacket, 70 percent off after the price is 600 yuan.

Last year, when the season was discounted, the original price of first-line brand down clothing was only about 1000 yuan, and also hit seventy percent off, which was only about 300 yuan.

{page_break}

Why the two or three line down jacket is on sale, and the front line of the front line brand is basically replaced by the "spring clothes listing"? An industry insider told reporters in Hefei that these branded brands have put up their winter clothes and are ready to make new clothes next year at the end of next year.

Only the small clothing manufacturers with low reputation and low capital were fooled by the "cold spell of thousands of years". Under the attack of raw materials and labor costs, they were faced with a crisis of capital chain breakage. They were trying to avoid the "big shuffle" of the garment industry.

Clothing traders hoarding goods fear "losing everything"

It is understood that the high price of Hefei down clothing last year is due to the rising cost of making down garments.

Liu Juan, the manager of smart children's clothing manager, thinks that in 2009, the eiderdown needed for the down coats in 2010 increased from 60 thousand yuan per tonne to 240 thousand yuan per ton at the end of the year, which was three to four times higher than that at the end of the year.

However, the price of duck down went up because of the low sales of down coats in 2008, and the price of eiderdown dropped sharply. But by the winter of 2009, the temperature was reduced, the demand for Down garments was rapidly enlarged, the production enterprises were not well prepared, and the stock of eiderdown was almost exhausted.

At the same time, demand for Down garments in the international market also rose significantly last year.

For all these reasons, the price of down coats increased greatly last year under the influence of cost and demand factors.

"Under the stimulation of the rumors of" a thousand years of extreme cold, "many of the down jacket dealers in Hefei last year were betting on their down garments for the purpose of making big money.

A down jacket dealer in Hefei told reporters, "my friend who made a down jacket made a total of 10 million yuan last year, but sold less than half."

It is understood that, according to the down jacket industry practice, the return rate of manufacturers to dealers is generally around 15%~20%.

Take down 10 million yuan down jacket as an example. If there is a sale of 5 million yuan, the manufacturer will allow a maximum return of 2 million yuan, which means that at least 3 million yuan will be lost.

"We got a $5 million down jacket last year, but we sold about 4000000 yuan in the end."

Liu Juan said, "last year, the sales of down garments were not ideal, but e-commerce sales were more popular.

Our net store sold nearly 3 million yuan last year, which basically exceeded the sales volume of the physical store.

The combination of online stores and physical stores has relatively resolved the impact and risks of weather on down clothing sales. "

A number of down garment dealers in Hefei say that the down coats currently in stock can only be sold again in the coming year.

Liu Juan suggested that the number of down coats sold at present is mostly at the end of the season, and the number is not as good as that when they are just listed.

However, for those who like anti season goods, it is very cost-effective to buy a down jacket at the mall.