China'S Down Jacket In America Fires From Zhejiang To The Upper East Side Of New York.

Recently, a down jacket brand named Orolay has attracted people's attention.

It has recently topped the best-selling list of women's clothes on American Amazon, with more than 6500 reviews far away from other brands such as the North Face, Columbia, Calvin Klein, and so on.

Previously, Orolay often appeared in the first place in the category of Amazon down clothing category. Its appearance rate on the American street is also higher and higher, especially the largest mid length women's thickening down garment, which has become the symbol of Orolay.

As Orolay's main selling channel is Amazon, there is also the name "Amazon jacket".

About a year ago, there was the topic of "The Amazon Coat (Amazon jacket)" on Instagram.

In January this year, there was another account called "The Amazon Coat" on Instagram, which specifically released photos of netizens wearing Orolay.

In fact, Orolay's thickened down jacket style does not look new. If you have to say any fashion elements, it may be similar to that of Moncler and Paris.

Generally speaking, the wide version, and the choice of a variety of sizes, colors, so that it can adapt to all the body.

Orolay down jacket contains 90% of duck's stuffing, which is produced in Hebei and Anhui, plus less than 1000 yuan, making it a cheap and inexpensive choice.

Although five star praised 62%, many people still said that there were some problems in sewing and zipper.

After a long time, people became more interested in the brand, and later discovered that it came from China.

Orolay's parent company is Jiaxing Zi Chi Trading Co., Ltd., founded by Qiu Jiawei in Jiaxing, Zhejiang, in 2012.

According to Reuters, Qiu Jiawei decided to resign and join the clothing industry in order to make more time to accompany his wife and his new son that year.

Over the past two years, Orolay has entered a period of rapid growth.

In an interview with Reuters, Qiu Jiawei revealed that sales of Orolay in January 2018 amounted to $5 million (about 33 million 500 thousand yuan).

"This sales volume is more than the 2017 annual sales."

He said.

And it is estimated that sales in 2019 will reach 3000 to 40 million US dollars (200 million yuan to 260 million yuan).

Amazon is now the most important sales channel for Orolay, which accounts for 70% of total revenue.

It is doubtful that although Orolay is a Chinese brand, it has not been sold in the mainland of China, and the main markets are the United States, Europe, Japan, China, Taiwan and Australia.

This is contrary to the choice of many businessmen. Facing the developed e-commerce, the logistics environment, the huge consumer market, it is not so difficult to make the bursting money in China, so many brands want to do business business in China.

In 2018, for example, the brand of Boston, an old brand of down garments, was pformed in this year to open up new retail channels, and sales exceeded 500 million yuan on dual eleven antennas, and the retail sales exceeded 10 billion yuan in the fiscal year ended February 25, 2019.

Canadian goose also officially entered the Chinese market in the year to set up headquarters and open flagship stores. Moncler, "small scissors" Moose Knuckles and other brands have strengthened the layout and marketing of the Chinese market.

But Qiu Jiawei didn't think so.

"We tried to enter the Alibaba platform at the beginning of our business.

But China's competition is more intense. "

He said that the operating costs of Chinese local businesses are increasing, and the cost of establishing customer service teams is getting higher and higher. These are the reasons why he does not do business in China.

He has not yet decided whether to sell in the future.

Reuters quoted analysts as saying that as China's electricity supplier's operating costs rise, the attractiveness of Tmall and other Chinese local e-commerce platforms to businesses will decline, which will allow more merchants to flow to Amazon.

Moreover, Amazon has launched some overseas business support policies in recent years, which has accelerated the development of this trend.

For example, since Amazon launched overseas businesses to store goods in the Amazon warehouse and help businesses deliver goods services, the number of Chinese businesses on Amazon has been rising over the past 5 years.

By the end of 2018, Amazon had also introduced projects to introduce overseas merchants to local banks to facilitate loans from some small businesses such as the United Kingdom, Japan, China and the United States.

However, Reuters said that the foreign preferential policy has aroused the concern of the Amazon merchants in the US, and believes that the influx of small brands is a great threat to them, and their strength is not enough to compete with them.

Reuters and Alibaba did not respond to these claims.

In addition, the Financial Times reported in the report that under this trend, the threat may be more than that of e-commerce providers. Luxury brands may also need to be prepared.

New York magazine notes that a large proportion of consumers who buy Orolay are women living in the upper east side of New York, which is the most important luxury sales market in Manhattan.

An Orolay resident in the upper east side wearing Orolay said in an interview: "Orolay is as hot as when Moncler appeared for the first time, or the North Face for the first time in the world."

The fashionable products of parity have already poured into the track, and the frequency of changing clothes has become more and more popular in the changing environment.

Therefore, Amazon's e-commerce giant has become an important channel for fashion consumption.

This fact confirms the warning issued by Johann Rupert, the chairman of Cartire's parent group, to the luxury industry. If one day, Amazon, Google and Alibaba decide to enter the luxury industry, the luxury group will face a threat.

In fact, these giants have already taken action. The acquisition of luxury electric business, the establishment of luxury sales platform and other measures have changed the old rules of the luxury industry to a certain extent.

In addition to this potential threat in the future, the traditional luxury goods are also faced with long-standing injuries - the supply chain reserve capacity is weak.

A recent report by McKinsey pointed out that the supply chain of traditional luxury goods companies is not able to cope with the sudden surge of demand on the Internet, and therefore missed the opportunity.

One of the success factors of Orolay lies in the ultrafast response of the supply chain.

As for Orolay's next step, Qiu Jiawei plans to produce cotton and men's coats.

"I was very excited to see people wearing Orolay in the streets of New York last year," he said. "I'd like to ask them why they like this dress, but I don't speak much English."

Author: Jia Lin Wei