Down Competition In The Second Half, Evan Confirms The Down Fashions With His Independent Attitude.

A Canadian in 2017

Canada Goose was popular in China because of the "crazy rush" of Chinese people. "3 minutes to buy a shop, Chinese tourists rob Canada goose", the brand has won the limelight because of China's outflow "pocketbook".

This makes people think that China's down jacket is really not as good as foreign countries.

In fact, China is the largest feather producing country in the world. It has abundant plown resources and occupies 70% to 80% market share in the world's down industry.

With the expansion of feather and down market demand, new feather and down brands continue to emerge, resulting in the competition between brands becoming hotter. The major brands also adjust policies and product structure, and strive to occupy a leading position in the down industry.

In this market competition, the domestic feather clothing brand -

(AWR) in the core value of "bravely denying the past", it has always stressed the new brand tonality and injected new fashions and vitality into the down jacket industry.

With the gradual growth of 00, the new generation of consumers has become the core force of consumption and has become the main engine to promote the growth of the clothing market.

According to the data, Y generation and Z generation contributed 85% of the consumption in the luxury market last year. By 2025, their spending on luxury goods will account for 45% of the total.

From the data, we can see that the thinking mode of the new generation of consumers is affecting the development of the clothing market and changing the buying habits of the ordinary consumers.

In this trend, Evan penetrates new consumption habits and patterns, combines the down jacket with the tidal current elements, and designs the products that are casual and novel, so as to arouse the sympathy of young people.

When you mention the down jacket, is it bloated, out of style, or not? Evan breaks the traditional mode, aiming at the millennial generation of fashion conscious consumers, avant-garde fashion sense and unique design. It shows that the down jacket can also be personalized, tailored and fashionable, breaking down the inherent image of down garments in the minds of consumers with original and diversified forms, and providing more possibilities for the new generation of consumers to embrace fashion.

Chinese style

Showing a booming trend, according to data, last year the down garment industry exceeded 200 billion scale.

More and more brands are entering the down garment market, and foreign high-end brands are also rapidly entering the market.

In this case, Evan, who has more than ten years' experience, excavated the market with a confident and steady attitude and was favored by many consumers.

Evan aims at a group of independent women with independent purchasing power.

There are many brands of high-end eiderdown clothes such as Canada Goose and Moncler in their wardrobe. Evan has become the best choice for this group of consumers to expand their daily wardrobe with the characteristics of high quality, fashion and strong innovation.

With the rising of foreign feather brands and the rising of new brands, the down garment industry is facing new challenges.

Evan tried to embrace the typical elements of the trend, using graffiti design, through exaggerated profile design, unique tailoring, personality coloring and comfortable soft fabrics, to express young people's pursuit of originality, fashion and casual attitude, and strive to seize the share in the down industry.

Compared with the traditional down jacket brand, Evan found a balance between the fashionable women's clothing and the down jacket design style very early. Whether for the brand consumers or the market, the emphasis on self-confidence, women, and the design of chic and personality, the stereoscopic cutting and the casual style are all very attractive.

In addition, Evan worked hard to create a good brand reputation, using innovative business models, selling original, fashionable, but moderately priced products, becoming a unique brand in the field of domestic down garments.

Apart from the strong attraction of positioning, Evan closely analyzed the needs of the new generation of consumers. In 2015, the company headquarters changed, solid geometry, elegant and quiet, simple and low-key design, showing a brand image, promoting brand awareness and product series in the forefront of fashion, and also closer to brand concept and market grafting.

In addition, in 2017, Evan renamed the brand name and changed the "Evan" to "AWR". From Chinese to English, the lines between the lines confirm that Evan is in line with the international market and sends a sense of belonging to the down garment industry.

With the rise of the new generation of consumers, the new consumption mode has gradually escalated. New consumers are no longer restricted to offline shopping. Live broadcast, video and star wear are also slowly affecting their purchasing decisions.

Evan has been exploring and discovering the route that can seize the minds of consumers, seeking celebrities who are consistent with brand tonality to pass on the brand concept and spiritual connotation. Deng Jiajia, Kan Qingzi, Wang Likun, Yuan Shanshan and Liu Xuan have become the stars of Evan promotion, binding the younger trend audiences, and fitting the image and connotation of the brand to expand the brand influence.

By creating a new marketing power and increasing the extremely high viscosity of consumers, Evan has had thousands of terminal stores throughout the country, which are spread all over the country, and will continue to grow in the future.

Data show that although the annual compound growth rate of China's down garment market is nearly 7%, the share of professional down clothing is constantly being eaten up by fashion brands.

Therefore, the fashion of down jacket has become a trend. It also shows that the down garment industry is waking up.

At the same time.

The consumption pattern of the millennial generation is gradually permeating the consumer market, which will also drive the expansion of the down garment market.

In May 16th, Evan will hold a 2018 autumn winter new product conference in Tonglu, Hangzhou. With a new attitude, it will prove Evan's original belief with a new attitude. He will change his original business model on the basis of the category of down garments, embrace the trend culture, fit the new generation of consumers, and ensure the excitement of consumers with a steady stream of freshness.