[Market Research] Down And Down Bureau

The sale of down garments is very seasonal, and there is a saying that "four seasons produce one season sales". From the perspective of market operation, almost all the down garment production enterprises are dormant in the two seasons of spring and summer.

In June 18th, the annual conference of China Garment Association's down garments and products Specialized Committee was held in Jingmen, Hubei for two days in 2011. At the meeting, the leaders from the down garment production enterprises from all over the country and relevant industry experts conducted in-depth discussions and exchanges on the current situation faced by the industry and the future development of down jacket, and actively laid out the production plan for 2011.

　 Great pressure on the environment

According to data from the China National Business Information Center, sales of down garments in major national retail enterprises continued to show negative growth in 2010, down 3.8% from the same period last year. Among them, Down Jackets In the fourth quarter of the most critical consumption, retail sales fell by 10.6% over the same period of the year.

The rising price of down jacket is one of the important reasons for its sales decline. According to the China National Business Information Center's statistics on the sales of down garments for major retail enterprises in China, the price of single products increased by 24% in 2010, up 8 percentage points from 16% in the previous year. According to the survey, the price of new down garments listed in various shopping malls has gone up, and many of them are over 1000 yuan. The high price of down jacket has pushed many consumers away. The relatively inexpensive, fashionable outdoor outfits, winter clothes and other products are more and more popular among young consumers such as post-80s, and have a great impact on the sale of down garments.

Gao Dekang, chairman of Limited by Share Ltd, thinks that with duck down, Surface accessories The rising cost of logistics, labor and so on will inevitably bring down the price of down garments.

In 2010, cotton prices rose rapidly. As a substitute for cotton, the price of polyester fiber increased, and the price of the down products increased by four times that of the historical average. industry chain The price transmission pressure, together with the "labor shortage" and "inflation" and other factors, made the cost of labor in the down garment industry generally increased by more than 20% in 2010.

The shrinking of the domestic market has led many down enterprises to place more expectations in the international market. The global economy began to recover in 2010, bringing vitality to China's down jacket export trade.

According to the statistics of Enterprises above Designated Size by the National Bureau of statistics, the output of down garments in 2010 was 278 million, an increase of 21.28% over the same period last year. According to statistics from the General Administration of customs, 53 million 90 thousand of our down garments were exported in 2010, an increase of 23.09% over the same period last year, and exports amounted to US $1 billion 363 million, an increase of 30.59% over the same period last year.

In the face of the excellent situation in the international market, many down enterprises have made preparations for the loan to expand production. However, in June 14th, the central bank suddenly announced that the deposit reserve ratio should be raised by 0.5 percentage points from June 20th.

"Money is tight at the moment, and there is a lack of capital to expand production. The central bank has continuously raised the deposit reserve ratio. We are all too fast to eat." After the central bank announced the sixth increase in the deposit reserve rate during the year, the head of the planning department of a down enterprise said helplessly to reporters in the clothing industry.

It is reported that this is the sixth time the central bank has raised the deposit reserve rate this year, the twelfth increase since last year. After the increase, the deposit reserve ratio of large financial institutions reached 21.5%, and the deposit reserve ratio of small and medium financial institutions reached 19.5%.

"In June 13th, the central bank monetary Department official paper published by the central bank website believes that the current optimal reserve rate should be 23%," Zhou Xiaochuan, former governor of the central bank, has also said, "there is no absolute upper limit on the deposit reserve adjustment." Huang Weiping, a professor at Renmin University of China, reminded the down enterprises to make preparations for tightening monetary policy again.

In addition, in recent years, the average amplitude of 4-5% has been increasing substantially. In addition, the depreciation of foreign currencies such as the US dollar has made the export environment of Chinese clothing become more and more serious, which makes the situation of down garment enterprises even worse.

Jiang Hengjie, consultant of China Fashion Association, said that the development of feather and down enterprises should pay attention to macroeconomic changes such as CPI, raw material prices, exchange rates, export tax rebates, deposit reserves, deposit and loan rates, and constantly analyze market dynamics and rationally choose the way out.

Force upgrade

"After more than 20 years of development, China's down industry is not yet mature, and the level of technological innovation, brand upgrading and fashion, personalization and marketization is far from enough." Jiang Hengjie stressed that there are more than 20 provinces and cities in China's ready to wear areas, which can reach more than 500 million people, and there is still room for higher profit margins. {page_break}

He said that in the face of rising costs and increasingly severe external environmental pressure, feather production enterprises need to enhance their efficiency in utilizing limited resources by strengthening technological innovation and brand upgrading.

In 2010, under the efforts of the China Garment Association's down garment and Specialized Committee, large-scale technological upgrading was launched in the down industry, greatly improving the industry's rapid response ability and market control ability, and injected vitality into the industrial development. All kinds of innovative ideas and innovative activities taking science and technology as the turning point are constantly being applied and innovating in the industry. There are breakthroughs in business mode innovation, enterprise mechanism innovation, product innovation, design innovation, brand culture innovation, capital innovation and so on.

Gao Dekang also believes that improving the brand contribution rate has become the core work for the down enterprises to resolve unfavorable factors and effectively open up the market.

At present, more and more down garment enterprises have enhanced brand value through accurate product positioning, reasonable marketing methods and high quality products. Under the direction of intensification, differentiation and internationalization, brand strategy no longer emphasizes commodity brand building, but builds a three-dimensional, linkage and complementary brand ecosystem around commodity brand with market competitiveness.

In addition, in recent years, with the continuous improvement of people's living standard and the change of concept, consumers have begun to pay more attention to individuation and fashion.

In view of the impact of outdoor clothing, cold clothing and other products on the down jacket Market. Jiang Hengjie said that the down garment industry urgently needs to inject "fashionable blood" and establish its loyal customers.

According to him, some down garment enterprises break through the original fabrics, integrate the concept of cotton clothing and leather clothing, and print more and more fabrics with strong design sense. Sales of light and knitted fabrics have increased significantly, and have been sought after by consumers.