"Cold Current" Increases The Demand For Warm Clothing Such As Down Jacket, And The Stock Price Performs Well

Since the beginning of winter in 2020, China has been suffering from cold wave, and the demand for warm clothing such as down jacket has increased greatly. Reflected in the capital market, the weather "cold current" let bosden (03998) and other clothing companies' stock prices perform well. As a member of the "cold winter concept stock", the stock price of Moshan Group Holdings (01817) also has a good performance of more than 20% in the past month.

According to the data, the group received a continuous net inflow of funds in the past 20 trading days, with a total inflow of HK $70.353 million.

In addition, according to the data of flush, before trading on January 25, a single transaction involving 10 million shares of Muchang group was completed, with the transaction price of HK $5.19, that is, the purchase price of HK $51.9 million. By the end of the day, the company's trading volume exceeded HK $50 million, a new high since September 10, 2020.

According to Zhitong finance and economics app, in recent years, the winter wear represented by down jacket has become a must for clothing brands. Affected by the "cold winter", winter clothing consumption began to rise, involving the down clothing business of moshang group, thus received extensive fund attention.

It is reported that as early as 2019, Muchang group launched the "youth down manufacturing bureau" project, aiming to create super down categories through scientific and technological innovation and design innovation, tear down its own "fat, bloated, old-fashioned" label, and create a new down culture belonging to young people. Since the launch of the "youth down manufacturing bureau" project, mushang group has actively carried out Brand Co branding, designer cooperation, IP re innovation, surface accessories innovation, cultural exploration and other activities.

In the winter of 2019, GXG cooperated with international young designer Chen Peng to bring designer capsule series down jacket. Its wide shape and high down filling volume once triggered a down tide in the fashion circle.

In September 2020, Muchang group hired young fashion idol fan Chengcheng as the spokesperson of GXG brand image and the director of "youth down manufacturing bureau". In the same year, GXG launched, including Fendi designer Diego Occhino, international young designer Chenpeng, domestic fashion brand roaringwild, and GXG designer team jointly composed of four branches of down series, covering sweater, coat, sweater, coat, down jacket, and peripheral accessories. From outdoor function to sports and leisure, GXG has differentiated positioning from design style to fabric language to meet the needs of consumers with different portraits.

? ? ? It is worth noting that GXG's down jacket products are also more focused on "manufacturing", cooperating with members of the Management Committee of the international feather Bureau (idfb) and the drafting unit of China's down national standards, so as to improve the quality of down raw materials. It is reported that GXG's down series adopts four top-notch down products, including xibanyawal white duck down, DEGO nano water repellent down, lavender aromatic down and Anxin down Large down materials are used in this series. In addition, GXG has improved the convenience of the products by using the burst teeth zipper, anti-static zipper and double quick release zipper to improve the convenience of wearing. GXG also focuses on the fabric of the product, from antibacterial fabric, light fabric to recyclable fabric, GXG constantly adds weight for down series.

In the past year, by comprehensively upgrading the brand, improving the product series, adhering to the differentiated positioning, and cooperating with a number of smart retail technology service providers, the Muchang group realized the upgrading of technology and products, and connected with the market demand at the first time, and the product sales situation gradually improved. In 2020, the company's online sales of down garments will reach 420000, with a year-on-year growth rate of more than 35%. The sales of offline down garments will reach 890000, and the sales volume of winter wear in all channels will increase by 25% year on year.

In the view of Zhitong finance app, through the positive sales feedback brought by cold winter and the strong brand power of the company's products, moshang group is expected to further open up the growth space and further highlight the long-term investment value of the company.

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