Down Garments Are Not Sold. Some Brands Only Sell Stock.

This winter, do you have any new down coats in your wardrobe? The journalist made an online survey in WeChat's circle of friends, and 80% said they hadn't bought a thick winter suit recently. "This winter, even the snowflakes in Hangzhou haven't been drifting. It seems to be a warm winter. I have no desire to buy a down jacket." "What is the latest fashion coat? How can a fashion master go out in a heavy down jacket?" "I'm going to the north for the Spring Festival, and I'm looking for the right thick down jacket." Do you hear the voice of consumers? The down jacket is hard to sell this winter.

　　 clothing Manufacturer:

This winter does not produce down garments, and inventory is most important.

In mid January of last year, Spring clothes Listed on the market, winter clothing is at a discount sale period, but the situation is not optimistic at the moment.

The price of Japanese brand W Closet is between 200 and 1200 yuan, which belongs to the women's clothing brand with higher cost performance. Zheng Daonai, the director of the brand, was very disappointed with the recent sales situation. "The impact of the electricity supplier is on the way, and now the counters are basically deserted," said Zheng Daonai. In previous years, this season is the peak season. Many styles of customers can't grab them and make reservations.

Zheng Daonai bluntly said that sales performance dropped by 50% this year compared with the same period last year. Among them, a large proportion of thick coat slipped, "this winter we did not produce a new down jacket, sold last year's inventory, inventory is also very difficult to sell. I find that girls in Hangzhou are all gentle and cool, and even the hot inside clothes are very light.

Of course, the down garment is not completely off the shelf. The main brands of down coats are also doing some market adjustment. In addition to grasping the fashion trend, the most important thing is to do well in commodity management and reduce inventory.

Journalists from Hangzhou, who specialize in down coats, have learned that although the sales of down garments have dropped by half this season, they can increase profits through another way, that is, adjusting inventory. Zheng Minghua, head of the company, said that because of the management adjustment and the reference of big data, the inventory rate of the down jacket was 10% in the past, and this year's inventory rate dropped to 1%.

　　 Consumer :

This winter's heavy coat can't be worn. Buy two more clothes.

The biggest reason for the decline in sales of thick coats is that this winter is not cold enough. For God's sake, many clothes brands have to adjust their styles in winter.

Xiaomei, a salesperson of Sammy, a brand collection shop, said: "thick fur and down garments are less people to ask, but they also need to see customers. Maybe the southern customers are less interested, but they are still welcome by northern customers. So this winter, we have introduced many lightweight duvet garments."

Reporters in the circle of friends made a survey, most of the women said that this winter did not buy their own new down jacket, 30% of the people said that the wardrobe thick coat can not be put down, 30% of the people said that this winter has not seen snow day, no desire to buy thick clothes. 20% of the people said they were wearing woollen overcoats this winter. The new down jacket they bought last year did not come through, and this year they will not buy it.

Yingzi, a loyal fan of Taobao, said: "there is a" down shopping cart "with a desirable down coat. Unfortunately, it does not cool down.

Another Miss Yip, who likes online shopping, said recently he was looking for a thick down jacket for his family. Because he had to ski in Harbin, it had to be equipped, but Hangzhou was hard to get the right choice.

There are also some women who say that in recent years, the popularity of the mix and match wind will put their minds on clothes.

White collar gold lady said: "now living conditions are good, everyone is very house, even if it is a bus, heating is also enough, not to mention office air conditioning and home heating, anyway, this winter do not need to wear a thick coat, it is sweater and shirt to buy more than two pieces, in offices and other occasions, often have to take off their coat, to show beautiful inside clothes to" dominate "ah.

Mr. Chen, the head of a crown Taobao women's clothing store, said that from the latest new style of clothing, sales of overcoats accounted for 30%, sales accounted for 60% of the sales, and sales of down coats and cotton coats were only 10%. So in the last round of new year's Eve, Mr. Chen said he would not worry about adding thick cotton padded clothes or more clothes.