How To Develop Sales Channels For Fur Industry

Taking Zhejiang Jiaxing as the center, the map of domestic fur industry has been launched. Mink from Nordic Europe and the United States, northwest and northeast of China, converges to Jiaxing's Chong Fu town, and enters the fur market of Chong Fu and Haining through tanning and dyeing processes. Then mink skin was purchased back from the garment factories and family workshops in the Jiaxing area, and made into mink, mink garments, or expensive ornaments for fur and cloth. Raw materials such as fox skins, raccoon skins, Rex rabbit skins, lambs, rabbit hair and other raw materials are widely distributed, and some fur is sold through wholesale channels or distributors of professional market stalls such as leather city. clothing Channels, access to shopping malls and boutiques.

　 Fur line

For now, the areas where fur and grass are just needed are mainly in the north. According to the data, there are also areas like Sichuan and the Yangtze River Delta. According to the traditional way, the fur producers in Zhejiang can hardly put the high priced fur like the mass casual clothing to the offline channels, so that e-commerce can make up for the shortage of the fur channel characteristics. Over the past two years, the change of stalls in Haining has attracted the attention of Zhang Yongliang, general manager of Shuguang fashion: more and more photographers have entered the market and photographed the fur sold in various stores. Later, even a professional model came to the screen to shoot a large piece of fur. The pictures of all kinds of fur clothing are used to display in the shop, in order to attract buyers who want to buy fur, but they are not determined to buy online.

　 Seasonal attributes

The season property of fur is very strong. Every year from September to Spring Festival is the selling season. How to balance the peak season of production and sales? Whether it is for or against the problem, is a question to be considered at present. In the past, for the main online marketing channels, summer has become an inaccessible season for production and sales. Along with the growth, began to develop from the small category of fur to the clothing category. Fur industry Production and sales. Today, factories run continuously throughout the year, and employees do not have to work outside the off-season. In the Tmall fur category, many fur business providers are actively developing categories, including making bags and making silk garments, allowing the company to turn around.

　　 Stocking up pressure

"This industry has been seeking more than supply." Zhu Gumin, director of the operation of Yi Trade, is responsible for steering the electronic commerce business of Shuguang fashion. He analyzed the reasons for the formation of the industry situation. From the perspective of raw materials, fur material accounts for a high proportion of the cost of clothing compared to other categories of clothing. On the other hand, the industry has strict requirements for raw materials, and can only use artificial cultured animal fur. And fur raw materials, especially high-end mink skins, can not be unlimited supply in the global market. In addition, the quality of fur directly affects the value of fur. For many small businesses that are unable to master the supply of raw materials, production is greatly limited by raw materials. If raw materials are not purchased, the order will not be produced.

In addition to capital, inventory also tests the stocking of enterprises. Because fur needs to be hoisted and stored, and the temperature and humidity of warehouse are required, the storage area and cost are higher than that of other categories of clothing. Under these factors, once encountered difficulties. Before the Spring Festival, 20% of the orders can not be shipped before the Spring Festival because the production speed is not up to the order growth rate. In addition, because of the high unit price and high cost attributes, Leather and fur Online retailing is characterized by high unit price and high absolute profit. However, compared to those with brand premium, the profit margins of fur are not high.