Where Is The Future Of China'S Down Road At The Crossroads?

< p > summer is the peak season for off-season sales of down coats, but it has been found in many shopping malls in Beijing that there are few varieties of down garments sold this year, and the prices are relatively high.

What causes the manufacturers to show their feelings of reluctant sales? After experiencing a series of problems such as labeling, < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > containing less than /a and filling down, after the outbreak of H7N9 flu, GB14272-2011 standards 90%, the prices of white duck market surged and so on, how can feather Enterprises go further in the dispute?

< p > the survival of small businesses < /p >

< p > autumn clothes are on sale now. It will not be long before winter clothes meet with consumers. There are many opinions about the rise in the price of the down garment this year. Whether the H7N9 bird flu outbreak causes the down price of the down material to increase, or some businesses take the opportunity to hoard speculation, it is certain that the price of the down material has indeed risen.

Since March this year, 90% of white feather has risen from 350 thousand ~36 yuan per ton to 550 thousand ~56 yuan per ton.

It is precisely because of the rising prices of raw materials that the phenomenon that journalists saw in the shopping malls appeared. It is obviously the "down sale" of the down season clothing, but it appears "cold and cheerless".

Many businesses do not participate in discounts or discount, but basically want to sell a good price in the winter.

At the same time, it can not help reminiscent of the fact that last year, when the price of raw materials has not yet risen, there are many questions about the quality of the stuffing and the discrepancy between the standard and the real quality. Will there be some illegal traders at this time in order to control the cost and choose the inferior materials on the raw materials, resulting in a decline in the quality of the products on the market? Is there a market price dispute on the low price down garments? How can the down industry develop well? How can the down garment enterprises stabilize the market share? < /p >

< p > the inside and outside is more important than /p.

"P" recently, the reporter came to the a href= "http://news.sjfzxm.com/news/list.aspx? Classid=101112107107", "Ya Po Road" /a, a Russian export down garment company. When he first arrived at the Sales Department of Essen international trading company, general manager Xie Jianliang was discussing business with Russian buyers.

He told reporters: "this year's purchase of raw materials has increased by 30%, export clothing prices will certainly rise.

But it doesn't affect my business, you see, is there still a buyer willing to order my clothes? "Xie Jianliang said that European and American customers are most concerned about the inside and outside, and the price is slightly more expensive is acceptable.

He picked up his own down jacket. He introduced a short down jacket with 90% white eiderdown, including a capacity of 170g, a 80% white eiderdown jacket, a down jacket of 200g, and a 70% white eiderdown short down garment with a 230g of cashmere.

From time to time, he pressed down his down jacket, loosened it lightly and patted down his jacket, slowly returning to the state of fluffy.

"The real good quality fleece is to be fluffy and cleanliness high, my clothes are directly compressed to Moscow after production, where the fluffy bad fleece comes up."

Xie Jianliang said that their company's requirements for clothing quality are very strict. From fabric to filler and accessories, every detail is selected by the company and then handed over to the processing enterprise. In order to ensure that the garments produced are in line with the requirements, they will send someone to the factory to supervise the production.

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< p > unique design is the magic weapon for success. < /p >

Xie Jianliang, who has been doing the down coats business for more than 10 years, said that the product quality is fundamental, but the magic weapon to design the dealer is still p.

When most businesses were overwhelmed by inventory, he managed to achieve zero inventory.

"According to the market and customer's reflection, I will plan ahead of schedule before the product development.

For those who have market demand and can take a large amount of money, I will develop more.

All of this is due to the design team. Currently, there are 40 people in the team, 20 designers, and 5 years of experience in the industry.

"It is not terrible for a company to have no money, but there is no talent."

In dealing with his own designer, Xie Jianliang is especially interested. Apart from improving his treatment and arranging his vacation, he will send designers to go abroad in the off-season.

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< p > let foreign businessmen know /p by exhibition.

< p > there are a lot of enterprises that export Russian down garments on the road of Ya Bao. How to let foreign buyers know about themselves? This is a problem that many enterprises are facing.

Exhibition is the only way for export enterprises to "go out".

"I usually go to the exhibition every three to four years.

Exhibiting abroad can increase local people's awareness of brand. "

Xie Jianliang is not like any other merchants of the company. He goes to Moscow every year to make a small booth.

To do it, we must do it in place.

In 2005, Xie Jianliang made a 80 square meter booth in Moscow's light industry exhibition.

"In 4 days, customers feel differently for you.

I went to do it, or I didn't do it.

Over the past two years, customers have helped me to do more than 40 square meters of booth.

I said to my client, "if you put a small label in a small booth at 10 square meters, you will hang on.

The logo is so big that our customers have a high degree of awareness of our products.

< /p >

< p > according to Xie Jianliang, there are mainly two exhibitions selected by the merchants of Ya Po Road: one is the CPM exhibition and the other is Russia's light industry exhibition.

CPM is the largest professional clothing exhibition in Russian Federation and even Eastern Europe. It is the two annual spring and Autumn Festival. The light industry exhibition refers to the Moscow International Light Industry Textile and Equipment Exhibition (Textillegprom).

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< p > "now there are fewer people going to Russia's light industry exhibition, basically participating in the more famous CPM exhibition sponsored by the German IGEDO company.

Because its buyers are more professional.

Xie Jianliang said.

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< p > expect to purify the market < /p >

< p > data show that in recent years, due to the influence of raw materials and other factors, the price of the down garments sold by the major shopping malls and supermarkets in the winter clothing market is over 1000 yuan, which is a deterrent to most of the working-class consumers.

In order to buy affordable down coats, many consumers have turned their attention to online shopping.

Some smart clothing manufacturers and Taobao businessmen are well versed in the consumer psychology of most consumers' "watching price shopping" and have launched a promotional battle.

Online shop, the price of the down garment that she sells is between 500~1500 yuan, a few months passed, and very few orders. Looking at other stores' monthly sales volume of over 10000, they are wandering on the single digit. What is the reason for such a situation? Ms. Li began to glance at the shops that sold over 10000 with doubts. She found that these shops sold less than 300 yuan in the price of 90% white eiderdown, and their profit was between 15%~20%. So how did they do it? So, Ms. Li bought 6 down garments and found that no one was white eiderdown, and some even filled it with chicken feather or duck hair. The price is acceptable. What about the quality of the clothes that can be bought? Ms. Li, a Taobao shopkeeper, is doing the down garment export business.

This phenomenon is not unusual for shoppers in the war network. The fact that the quality of online shopping products is not guaranteed has become an indisputable fact, because many consumers also recognize it.

But in recent years, many famous brand down coats, which cost thousands of dollars, have also been found to be unqualified and incongruned. It makes consumers more angry. Is there any quality, good price and reasonable down garment? What causes the unqualified clothes to lie in the shop window? /p

< p > Ms. Li told reporters that when she went to Japan on business, she found that the down market in Japan was very standardized. The enterprises that made down garments in Japan were members of the association. Every enterprise must produce according to the specifications. Once the unqualified products flow into the market, the enterprise will be stopped and the down garment will not be allowed to be produced again in the future.

This way makes the market more standardized, consumers have more confidence in the down garment production enterprises, and the whole industry presents a virtuous circle.

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< p > in fact, in order to further standardize < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > down garment market < /a > and protect consumers' rights and interests, the national garment Standardization Technical Committee (SAC/TC219) has already established the national standard GB/T14272-2002 "down garment" in 2002.

The standards for the production of the down jacket are strictly stipulated. First, according to the Chinese national standard, the stuffing in Down garments can only be pure down / feathers, not allowed to contain other fiber components; secondly, the amount of cashmere clothing can not be less than 50%, and the fine feather clothing should be more than 70%; thirdly, any down garment products that do not conform to the GB/T14272 "down garments" are all unqualified products in China and are not allowed to be sold in the Chinese market.

Enterprises strictly regulate production according to the standards, and there will be no quality down coat in circulation on the market.

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