Warm Underwear Purchase Group "Aging" Market Was Cold Shoulder

With the increase in raw material prices and labor costs, this year

Sales decreased by 30%

Reporters recently visited a number of large shopping malls, clothing wholesale market in Beijing learned that, due to the current temperature in Beijing has not dropped significantly, so the sales of thermal underwear sales did not have a climax, compared with the same period last year dropped by more than 3.

"From the current sales situation, this year's thermal underwear sales are not ideal.

In the past, when the temperature dropped every year, consumers who came to buy thermal underwear would get more, but not many people bought this year.

Our counter only sells two sets today.

Beijing Zhongyou department store thermal underwear salesperson told reporters.

"Thermal underwear is still not selling well."

Ms. Zhang, who runs wholesale clothing business, said that the price of warm underwear has increased this year, and the price of clothing has been much higher than that of last year.

Because of the rising prices, there are not many consumers who choose to buy thermal underwear.

"At this time last year, there was a lot of wholesale underwear and wholesale shoppers in wholesale markets, but this year there were very few.

When the reporter wandered around the clothing wholesale market, he met Mr. Li, the boss of the warm underwear product, and the reporter immediately chatted with him.

"In recent years, my little shop has been selling underwear business. Last year and the year before, business was booming, and this year's business is not as promising as expected.

On the one hand, the number of consumers to buy is relatively small, on the other hand, the number of one-time purchases has also decreased a lot. Last year, when a good business, a customer could buy four or five sets, and this year has not yet seen such a situation, so this time, the quantity of my purchase is also reduced, and I am afraid that the goods will not sell well if I buy more goods.

Mr. Li said.

Counter withdrawal

This year, the sales of thermal underwear in Beijing market has declined. In Shenyang, thermal underwear has also been "cold", many shopping centers have even removed the thermal underwear counters.

This reporter has learned that there are no thermal underwear sales counters in many large shopping malls on Taiyuan street in Shenyang. Only the joint venture company has set up a special thermal underwear store. It has six or seven brands of warm underwear, such as good and cool, three guns, Pierre Cardin and snow bamboo.

But according to the head of the shopping mall, sales of thermal underwear are not ideal.

Subsequently, the reporter contacted several large shopping centers in Shenyang, targeting young people. The answer was that the mall had abandoned the sale of thermal underwear.

"Now the consumers who buy thermal underwear are significantly reduced, the market demand is reduced, and the products are naturally sold less. Many distributors of warm underwear business have withdrawn the merchandise counters this year."

The head of a shopping mall in Shenyang said.

Buying group aging

Reporters learned from many large shopping malls and wholesale markets in Beijing. Nowadays, there is an aging trend in the consumer groups that buy thermal underwear. Young people are buying very little, and consumers are mostly forty or fifty years old.

"When the thermal underwear is just in fashion, people can see different stars in the TV as a spokesperson. At that time, the purchasing crowd behaved more evenly in the age structure.

But with the trend of fashion in recent years, more and more young people no longer like to wear underwear, and gradually away from the thermal underwear market.

Ms. Wang, who sells thermal underwear for many years, said.

"Young people are buying less and less, and thermal underwear is more popular among older consumers.

Just like the 3 consumers who came to my home to buy thermal underwear today are about 40 years old, and the girls and boys who are more than 20 years old are basically not.

Ms. Zhao, a distributor of thermal underwear in the wholesale market, told reporters.

"There are also a small number of young consumers to buy thermal underwear, but most of them are bought for friends and relatives, and they are especially rare in buying them.

Nowadays, thermal underwear is not popular with young consumer groups. On the one hand, the style of thermal underwear is not fashionable. On the other hand, some thermal underwear will be more bloated.

The salesperson of thermal underwear sales department of Beijing Jun Tai Department store said.