Reasonably View The Price Increase Of Down

In the face of industry reshuffle, what enterprises need is not confusion, but on the basis of calm analysis, market segmentation, and innovation for development. "In the past, more than 300 people attended the annual meeting of the Professional Committee, but only more than 100 people attended the meeting in this year and two years. What does this mean?" On June 8, at the annual working meeting of the Professional Committee of Down Garments and Products of the China Garment Association, Jiang Hengjie, consultant of the China National Garment Association and director of the Down Garments and Products Professional Committee of the China National Garment Association, asked the audience.

He pointed out that this indicates that the industry is undergoing a major reshuffle. Those enterprises with poor innovation ability, management ability and market adaptability who rely only on price advantages to conduct "price war" are gradually being eliminated by the market, and the industry resources are concentrating on advantageous enterprises.

"In the face of industry reshuffle, what enterprises need is not confusion, but on the basis of 'objective review, calm analysis and rational choice', market segmentation, dislocation competition, seeking development through innovation, and focusing on cultural consumption and corporate social responsibility." Jiang Hengjie said that down enterprises should pay attention to the current industry chain environment, market environment The social environment needs further understanding, crisis awareness and objective understanding of the current environment.

　　 "The winter of 2012 was earlier than that of previous years, the average temperature was lower than that of previous years, and the relatively long duration brought opportunities to domestic down garment enterprises. In previous years, the inventory sales were almost the same, so many enterprises were preparing to enter the down garment industry again by courage instead of wisdom, or increasing the production of down garment, which was very undesirable. We should accept the teaching of 2005 Train, be less blind and impulsive, and don't repeat the mistakes. " Jiang Hengjie stressed. In fact, in 2012, the growth rate of both exports and domestic sales of down garments in China showed a downward trend.

　 Volume reduction and price increase

According to the statistics of the General Administration of Customs, China's down garment exports continued to grow in 2012, but the growth slowed down significantly. In the whole year, 69.79 million pieces of down jackets were exported, with a year-on-year growth of 3.03%, which was 24 percentage points lower than that of last year; The export volume was US $2.109 billion, up 2.86% year on year, 47 percentage points lower than that of last year; The average unit price of export was 30.21 US dollars/piece, up 17.89% year on year.

In terms of domestic sales, in 2012, the sales volume of down garments of national key large retail enterprises dropped by 1.5% year on year, and for the fifth consecutive year since 2008, the sales volume grew negatively year on year. From the comparison of seasonal and off-season sales growth of the whole year, the off-season sales of down jackets in 2012 are very prominent. According to statistics, the sales of down jackets of major national retail enterprises increased by 5.4% year-on-year from March to October 2012, while the growth rate from January to February was - 9.7%, and the growth rate from November to December was 1.7%.

"We should clearly realize that most of the growth of the down jacket industry in the past two years, whether for export or domestic sales, has been achieved by increasing the unit price of products. But can we always rely on price increases to achieve growth? Can consumers accept it? What is the value of your clothing brand?" Jiang Hengjie said, This way of increasing product prices to achieve growth is unsustainable and is the product of a specific period. In the future, enterprises will rely on wisdom, innovation and talent to achieve value growth.

He said that down jacket enterprises should make efforts from "point to point". The past era of taking all the market has passed. Now the consumer segmentation is becoming more and more obvious, and the personalized demand is becoming more and more prominent. Enterprises should know the market, know themselves, and find their core competitive advantages and corresponding consumer groups.

While maintaining the advantages of market share and brand reputation, enterprises should pursue the shaping of brand value and brand style to form a unique and loyal consumer group. There should be new, scientific, objective and rational knowledge and action. Enterprises should actively use information technology to open up the industrial chain and achieve rapid response. They must adapt to the market and consumer demand and change from "meeting consumer demand" to "guiding consumer demand".

Jiang Hengjie believes that the market demand is always right, and it is the enterprise itself that should constantly change. In the process of reform and transformation, enterprises should have their own ideas. They should rely on scientific progress to constantly transform our productivity and change our development trajectory. They should change from focusing on products to focusing on commodities, and turn products into commodities, so as to improve market share. However, the product research and development of enterprises should be based on comfort and health, instead of blind innovation; Future talents are also the key to enterprise competition. Enterprises should learn to identify, employ and retain people.

At the same time, he pointed out that with the rapid development of domestic e-commerce, feather enterprises should adapt to the needs of the times and innovate their business models, but they should not enter blindly. They should analyze their own positioning, strength and advantages, and then make corresponding adjustments.

All of these require enterprises to be calm, rational, accurate, targeted measures, plans to be implemented into action, and verified in the market.

At last, he pointed out that the down industry should achieve "common prosperity", achieve differentiation, avoid plagiarism and price war, have a good industrial competitive environment for marketing, and enterprises should build their own core competitiveness. Only in this way can enterprises develop for a long time and become century old enterprises.

　 Reasonably treat the price rise of down

Since the outbreak of H7N9 avian influenza at the end of March 2013, not only has the sales of chicken, duck, eggs and other poultry food suffered a severe setback, but also the relevant processing enterprises have returned to "winter" in the early summer, which is really cold.

Although, after the outbreak of the epidemic, in order to protect the production capacity of the poultry industry and stabilize the supply of poultry products in the market, the central government allocated 600 million yuan to deal with the adverse impact of H7N9 avian influenza on the poultry industry and help enterprises tide over the difficulties. However, due to the killing of live birds in various places and the closure of many goose and duck farms, the supply of duck feathers and goose feathers is in short supply, and the raw material market is even more expensive.

According to statistics, in March this year, 90% of white duck down was 350000-360000 yuan per ton, which has risen to 550000-560000 yuan per ton, and it is not necessarily available.

In view of the current price increase of down caused by bird flu, Jiang Hengjie said that down is just the filling material of down jackets. These raw hairs need to be washed for many times, and then dried and sterilized at 120-130 ℃ under high temperature and pressure for 30 minutes before hair separation. Therefore, it is impossible for feather and products made by high-temperature and high-pressure drying and disinfection in accordance with the standard process to carry avian influenza virus.

At present, experts in global bird flu research also say that the pathogen of "bird flu" comes from chickens, not ducks and geese, and the filling materials of down jackets are urban duck feather and goose feather, so consumers can rest assured.

In his opinion, the price rise of down may also be an opportunity for some businesses to stock up and hype. When everyone expects the price rise, it is also one of the predictable behaviors to be reluctant to sell. However, with the normal breeding and slaughter of ducks, the supply of duck feathers will soon return to normal. Enterprises should be calm and not eager to hoard down.

"This shortage of supplies, the market situation of the price rise of down products, is just an interactive adjustment process, down has a rise, there will be a fall." Jiang Hengjie said.

At the same time, he reminded that enterprises should further strengthen industry self-discipline, avoid malicious competition in the industry, and blindly increase prices. They should deal with this dilemma through new product development and upgrading of supporting services.

Fortunately, under the leadership of large enterprises, China's down garment industry is transforming and upgrading through innovation.

Foreign trade processing enterprises are transforming from OEM to ODM. ODM enterprises offer customers not only products, but also core technologies and value-added services. At present, ODM is very common in Zhejiang, Jiangsu and Shanghai.

Brand down clothing enterprises increase R&D investment, and the concept of autumn down spreads to more brands. Some down enterprises break through the original fabric and integrate the concept of down and leather clothes. More and more fabrics with strong design sense such as printing and gradual change are available. In terms of style, elements such as chiffon ruffles, bright diamonds and epaulets are added, which is very popular among post-80s and post-90s consumer groups.

"Domestic demand is becoming the main driving force of China's economic development. Urbanization is the historical task of China's modernization drive and the greatest strength of expanding domestic demand. 'Urban rural integration' will bring new development opportunities for the down jacket market." Professor Huang Weiping of Renmin University of China said at the annual meeting of the Professional Committee

In his view, the core of the future enterprise development mode should be changed to quality, efficiency and sustainable development, and efforts should be made to strengthen the new power of innovative channel development.