Copenhagen Fur Market Manager Song Yundi: Danish Happiness

"Happiness will shine" stems from

Language Hygge is a sense of happiness brought back to the balance of natural life.

This is also the reason why Danish fur is known as the most Hygge spirit.

Fur is a product that is very characteristic of Denmark.

Specifically, to the word "Hygge", it is both an individual experience and a good feeling for individuals to communicate and share with the outside world.

A typical Hygge scenario is spending time with family and close friends in a warm place.

Danes will use fur to keep them warm, and use fur to bring them a nice and warm feeling.

It can be said that fur and Hygge are common and closely related.

Fur prices climbed all the way.

Reporter: what is the sales situation of Copenhagen fur in the global market, especially in the Chinese market?

The overall sales of Copenhagen fur have not been affected. The total number of mink sales this year is still around 20 million.

In recent years, our overall supply growth is not very fast, but the demand for fur in the global market has increased very fast. This has also led to its rising prices. This year, the auction price of our auctions has reached a record high, especially for the Chinese market.

Reporter: has the global fur industry and the fur industry of China been affected by the decline in consumer demand since the European debt crisis? If so, is this effect still continuing?

Song Yundi: quite right, the European debt crisis has also had a great impact in Europe and the United States, but it is very different to China's domestic market.

In the past, the demand for fur in China's clothing industry was very small, and the consumption of high-end fur was not even enough to become a complete market. But now the situation has changed. The demand for fur in China's market has increased to a very large share, which accounts for a large proportion in the sales of our company.

Reporter: could you tell me specifically about the price changes of fur in recent years?

Song Yundi: I can provide the following data for you to understand.

In the financial year 2010~2012, the average hammer price of the Copenhagen fur trade auction was 321 Dk / Zhang, 379 Dk / Zhang and 476 DKR / Zhang respectively.

In the 2011 fiscal year, our total supply was 19 million, while in 2012 it reached a record high of 20 million.

In terms of turnover, the 2011 fiscal year was the first time to exceed 8 billion Danish kronor, while the 2012 fiscal year reached 10 billion 500 million dkrona.

Copenhagen fur in China

Reporter: fur is today.

The application of the design field has already been separated from the original function of warmth and comfort. Does the more diversified design concept affect the sale of fur? What are the current sales channels of Copenhagen fur in China?

Song Yundi: Copenhagen fur is an auction of mink raw materials. It means that every miner's clothing manufacturer and brand can purchase raw materials at our auction. We sell to the world. Of course, a large proportion of our sales are sold to the Chinese market.

After the sale of these fur raw materials to the Chinese market, there will be a lot of imaging furniture, fur hats, fur jackets and fur garments. It can be said that the very long and very heavy fur styles used to be outdated in the past.

As far as our customers are concerned, many of them will be sold in the local market after they produce these fur products, and a large part will be exported to other countries.

Reporter: the second campaign to find happiness spokesmen is through six northern cities. Does this mean that the main market of fur is still in the north? Has Copenhagen fur industry considered cooperation with southern China's clothing brands?

Song Yundi: as to whether fur is a fashionable product, it faces only one obstacle, that is, the traditional mentality of consumers. Because in traditional mentality, fur is combined with the region, and fur can only be sold in cold areas.

But we also see that fur has become a fashionable product and can go deep into any place, whether it is ten degrees below zero or very hot.

Therefore, the boundary of fur use has been pushing south.

For our company, when we sell, we are facing the whole world in sales, not just for the north.

In fact, in the case of fur accessories, as an auction house, the auction house is open to all buyers. We are a pparent company. If all brands and manufacturers want to buy fur raw materials, they need to invite our auctioneers. Of course, they must bring money to purchase.

Speaking of these brands in the south, we welcome them to attend all kinds of seminars and information sharing meetings held by our company. They can contact our offices in China and know what activities we will hold in China. We welcome them to join them.

Reporter: what is the difference between China's fur market and other European and American countries? Where will the future of fur market be?

Song Yundi: what we see is that the Chinese market is an impossible market, and the situation we encounter is very difficult to keep up with the needs of the Chinese market, because demand growth is particularly fast.

In recent years, we have seen that China's economy has grown very rapidly and has become a global economic power and superpower.

China's consumer market now needs high quality products and luxury products. From this perspective, Danish fur is just in line with the needs of the Chinese market, that is, high quality and luxurious products.

Speaking of trends, China's market is actually following the trend of fashion all over the world. In fashion, China's fashion and North American market are the same as anywhere else in the world.

But we can see that there are two main trends in recent years.

First, the market needs more widely available fur.

We can see that fur is not just for fur opera or opera house wear, but as a fashion item that can be worn every day. It is a product that people can wear out, and it is also an item of luxury that everyone can enjoy privately.

Second, fur has become an increasingly fashionable commodity.

We now see whether fur coats or other clothing can see some fur accessories or decorations, so fur has extended from traditional overcoats or jackets to more and more fields.