Why Is The Down Jacket Business Bad?

Over the past few days, reporters have visited many large stores in our city, and found that many down jacket stores are cold and cheerless, and discount advertising can be seen everywhere. However, the big discount does not bring about the exuberant sales volume, and there are few customers who come to buy and ask questions.

In the life square of Denis Road, a salesperson told reporters that now they are engaged in activities, buy 350 yuan to return 150 yuan coupons. The reporter selected two down coats, and the salesmen said that the two items were all new this year. They add up to a total of 1499 yuan, and now they can buy only 1000 yuan.

"These days I have seen online and physical stores, feeling that this year's down jacket is cheaper than last year." Lee told reporters that in the past winter, shopping malls price The number of down coats at two thousand or three thousand yuan is very few, but this year's high price down clothing is obviously much less than in previous years, and the online selling price is cheaper, basically below thousand yuan.

Reporters observed that, unlike previous years, almost all kinds of brands in the market have introduced down clothing products, making the down garment market more saturated.

Ms. Chang, who has been engaged in clothing business for many years, said: "now the sales of the down garments are more than 10 pieces a week, and only a slight improvement has been made in November. Compared with the same period in the past year, the sales volume is less than 30%."

A new shopping mall manager told reporters: "now winter is not so cold. Heavy feather clothing is no longer the first choice for consumers. Customers turn their sights on some lightweight clothing. At the same time, there are many substitutes for down coats, such as heavy coats and assault clothing. And with the increasing number of people buying cars, many people can't stay outside the room for too long, so they don't need to wear down coats.

In 2015, Bosideng, the leader of the traditional down garment industry, published an annual performance report. The report showed that the company's performance fell 23.61% and net profit fell 80.97%. This is the first time in nearly 5 years that Bosideng has fallen in annual revenue, and is also the most serious decline in net profit since its listing. Just this year, Bosideng The number of business outlets has been greatly reduced, of which 5053 of the retail outlets of down garment business have been reduced, with only 6599 remaining, and all businesses have closed 5106 stores in the whole year.

In such a grim situation, reporters visited some businesses in our city, and found that businesses have already adopted the sales model of entity and micro business, in order to achieve better sales.

Ms. Wu, who is doing business in a shopping mall, has a premonition of the grim situation of down jacket sales this year. On the one hand, she has reduced the quantity of purchases, and on the other hand, she has tried to release some new product information on the micro business platform.

"If customers are interested in commodities, I will directly contact the manufacturers to deliver the goods. This will reduce the circulation of commodities and avoid the backlog of products." Ms. Wu said that the way of micro business has brought a lot of sales to her.

In recent years, major brands of clothing have entered. Down Jackets Market, develop their own brand products, this behavior has a great impact on the traditional down garment market. At the same time, although the down jacket is cold in the physical store, it sells well on the Internet. At present, the famous brand of domestic down jacket has official flagship store on the Internet. Although the overlap rate between goods and shopping malls is not high, there are a lot of over season or special styles for network channels, but the discount is basically reduced to below 50 percent off.

In the official flagship store of some brand down jacket, the monthly sales of 300 yuan or so down garments are hundreds or even thousands of pieces, especially during the "double 11" period.