Down Jacket &Nbsp; "Look At The Day To Eat" Is Out Of Date.

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

In particular, for those who have experienced warm weather, freezing, "cold or cold" and other climate rumors or rumors, the most talked about question is: "what do you expect this year's market to be like?"

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

Jiang Hengjie, director of the China Fashion Association consultant and down jacket Committee, held the June 18th annual meeting of China Garment Association's down garments and products Specialized Committee.

Remove the uncertain cause of climate.

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

After a sudden cold spell in 2009, in the "Millennium cold" rumors, last year, many

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 do a big job, but this winter's situation is not optimistic. I hope you will be calm in 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.

At the beginning of the winter, down to 1000 yuan, or even a few thousand yuan, was sold in the major shopping malls.

But the good weather is not long, the weather is over the heavy snow, the winter solstice, the temperature is still hovering around the zero, and the cold weather has made the down garment market once again calm.

At this time, the official media began to refute the rumor, saying that "the millennium is extremely cold" has no scientific basis. Obviously, the direction of public opinion has begun to change.

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

Therefore, there is a serious phenomenon of pressure generation on behalf of the provinces, distributors and so on.

Faced with the fact that the temperature is not falling, enterprises want to sell all the inventories in the golden time before the Spring Festival, so the sale of the terminal is very difficult.

A clothing business manager told reporters.

Then, at the beginning of this year, many brands began to take turns in discount sales promotion.

According to the whole nation of China

Reform driven by rising costs

In 2010, the price of polyester and other chemical fibers increased, leading to a sharp rise 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 pmission pressure of the industrial chain price, and together with the "labor shortage" and "inflation" and other factors, the cost of labor in the down jacket industry generally rose by more than 20% in 2010.

In addition, in the process of moderate monetary easing from moderate to moderate, the difficulty of corporate financing is increasing.

Since the winter of last year, the down garments of the major department stores in Beijing have priced down to 1000 yuan to 2000 yuan, and the down garments of more than 3000 yuan are not uncommon.

"The price of feather clothing has generally increased in 2010" has become a consensus among 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 a brand enterprise's responsibility.

A business executive said.

Some experts once said at a conference of high-end clothing brands: "the training of certain clothing brands for channel access is like cultivating a die hard team. After making sure that the brand is making money, it does not take into account the lives and deaths of those agents or dealers."

His speech immediately won the applause from many distributors and reflected the interest game between brands and agents.

Therefore, solving the pressure of "fighting money", loosening the "order", and avoiding "inventory" and protecting the "investment" have become the urgent aspirations of China's feather and down industry sales channel partners.

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, all kinds of 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 popular 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, but at the same time, stores and network sales also rise rapidly.

In 2010, clothing e-commerce was developing vigorously. B2B was widely used in brand enterprise ordering and replenishment system, and B2C scale increased rapidly.

According to statistics, the clothing online shopping scale in 2010 has exceeded 100 billion yuan, an increase of more than 60% over the same period.

With the growing maturity of Internet sales mode, many down garment enterprises are beginning to get involved in network sales.

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 and single product, the down jacket business has been hard to occupy a place that belongs to itself for a long time in the shopping mall.

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

However, it is simple production to fill the four seasons products of the storefront, or to create a fashion empire step by step, so that entrepreneurs need to think calmly after increasing production or reducing production.