Forced Reform Under Rising Costs -- Down Jacket: A Cold Reflection Before Watching The Day'S Dinner

For the products that depend on the weather, the rise and fall of temperature plays a decisive role in the sales of enterprises.

Especially those who have experienced warm winter, freezing, "cold or extremely cold" or other rumors.

"We will not answer and predict this issue at this year's meeting."

Act as

Remove the uncertainty of climate, for down jacket.

First, "warm up" and then "cold".

After a sudden cold spell in 2009, in the rumors of "a thousand years of extreme cold", many businesses and manufacturers made pre heating work before the market started in the middle of last year.

In the summer of 2010 in Qingdao, an industry predator shouted at the annual meeting of the down jacket Committee: "the victory in 2009 has made the whole industry eager to make a big effort, but this winter's situation is not optimistic. I hope you will calm down on the expansion of capacity and brand."

But the boss's speech was ignored by many passionate entrepreneurs. Even in the eyes of some people, the boss's words were rather suspicious of the industry monopoly.

Early last winter, down to 1000 yuan, or even a few thousand dollars of down clothing sold in the major shopping malls.

But when the weather is over the heavy snow and the winter solstice, the temperature in most parts of the country is still hovering above and below zero.

At this time, the official media have refuted the rumor that "the millennium is extremely cold" and there is no scientific basis.

"As a result of the first taste in 2009, many enterprises increased production, and some enterprises even expanded their production to 3 times in previous years.

Therefore, provincial agents, dealers and so on, there is a serious shortage of goods.

The temperature will not drop, but the enterprise wants to clear out the stock before the Spring Festival. The difficulty of selling the terminal can be imagined.

A clothing business manager said that at the beginning of this year, many down jacket brands had no choice but to take turns to promote sales.

According to the statistics of the China National Business Information Center, sales of down garments in major large scale retail enterprises in 2010 continued to show negative growth, down 3.8% compared to the same period last year.

In the industry experts, because of the late cold air, resulting in the market's overall demand for Down garments gradually declined.

At the same time, young consumers pay more attention to personalization and fashion.

In recent years, down jacket has broken through the original fabric, and the concept of cotton clothing and leather clothing has been integrated. More and more fabrics have been designed with strong sense of printing and gradation. The sales of light and knitted fabrics have increased significantly, and have been sought after by consumers.

Forced reform under rising costs

In 2010, the price of polyester and other chemical fibers increased, resulting in a substantial increase in the price of down garment fabrics, which directly affected the order of supply and demand of down garments and accessories.

In particular, the price increase of feather down to 4 times the historical average price, greatly increased the pressure from upstream to downstream in the industrial chain, and together with the "labor shortage" and "inflation" and other factors, the cost of labor in the down jacket industry generally increased by more than 20% in 2010.

In addition, in the adjustment process of monetary policy, the financing difficulty of enterprises is increasing.

Since last winter, reporters in Beijing's major department store's down clothing counters found that the price down clothing ranging from 1000 yuan to 2000 yuan can be found everywhere, and down garments of more than 3000 yuan are not uncommon.

"The general price increase of down garments in 2010" has become the consensus of consumers and the media.

"When the cost pressure is rising, the purchasing power of consumers is limited, the inventory pressure is difficult to solve, and then the industry has to compete to reduce prices. At the end of 2010, the dealers and agents at the provincial level were very unhappy.

And how to make them continue to play the role of down jacket in 2011 will become the top priority of brand enterprises.

A business executive said.

An expert once said at a conference of high-end clothing brands: "the cultivation of certain clothing brands for channel access is like cultivating a die hard team. After making sure that the brand has made money, regardless of those agents and dealers' lives, it is impossible for them to re recruit in the coming year."

His speech immediately won the applause of many dealers under the stage, reflecting the interest game between the brand and the agent.

Therefore, it is urgent for China's down industry dealers to solve the problem of "fighting money", loosening the "order", and avoiding "inventory".

All these pressures will again point to the production and brand management of down jacket.

"Any reform is forced."

Jiang Hengjie talked about it.

"To cope with rising costs, only through technology and innovation can we increase the efficiency of the limited resources in the industry, enhance the efficiency of input and output of unit resources, and improve the quality of industrial operation.

In 2010, large-scale technology upgrading was launched in the whole industry, and technological progress has become a collective conscious action in the industry.

At the same time, various innovative ideas and innovative activities taking science and technology as an opportunity are constantly being applied and innovating in the industry. Business model innovation, enterprise mechanism innovation, product innovation, design innovation, brand culture innovation, capital innovation and so on are also quietly blowing down in the down garment industry.

Brand ecology is beginning to take shape.

According to the Association statistics, department stores are still the main channel for the sale of down garments, and sales of franchised stores and networks are also rising rapidly.

In 2010, clothing e-commerce was developing vigorously. B2B was widely used in ordering and replenishment systems of brand enterprises, and the scale of B2C also increased rapidly.

According to statistics, the online sales volume of clothing in 2010 has exceeded 100 billion yuan, up by more than 60% over the same period.

With the growing maturity of Internet sales mode, many down garment enterprises have begun to set foot in this field.

Some enterprises not only open their own official website, but also offer official authorized online stores in some famous online shopping centers.

As a single season, the down clothing enterprise is difficult to occupy a long term of their own place in the mall, and it is difficult to escape the fate of a partial hall.

The pformation of four seasons and diversification has become an inevitable choice for the development of down enterprises.

However, simply producing and filling the four seasons products of the storefront, or building a fashion empire step by step, requires entrepreneurs to think calmly after increasing production or reducing production.