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Rising Costs Are Becoming The Test And Down Garment Industry Is Facing Challenges.

2010/10/25 14:01:00 74

October 23rd is the solar terms, and winter is finally coming. The Central Meteorological Observatory continues to issue the blue warning of the cold wave.

Last year's cold winter made the down jacket sale "wining water" suddenly broken down, which made the down garment industry present an unprecedented "warmth".

This year, due to rising raw materials, soaring processing fees and high labor wages, the down jacket industry in China is still facing a severe test.

As early as 2006, as the major clothing brands seized the cake and warm winter of down jacket, the sales of down garments were low, and the market was overstocking a large number of stocks.

Some enterprises have begun to look for the way to break through. At that time, "down fashion" became the consensus of all. Down to 2007, the down and down garment industry, which had been unchanged for many years, shifted to the fashion line collectively.

For example, Bosideng's brand ice cream is young, fashionable, dynamic and friendly as brand positioning, with 80 and 90's target consumers; Eral's core positioning for leisure, fashion, nature, target consumer group is 18-25 year old female consumption; Yalu takes fashion leisure as the core positioning, target consumer group is 25-60 years old middle and high income working-class; even the more mature and popular duck ducks have also played the fashion oriented positioning.

A survey report on down jacket shows that up to 73.26% of consumers have a general demand for the fashion of down garments. Only 20.75% of consumers think fashion is very important, and 5.99% of consumers do not think fashion is fashionable.

Buying fashion

Down Jackets

At that time, 73.24% of consumers liked fashionable feather clothing but they would not buy it. They thought that the down jacket with strong fashion elements would soon be out of date.

"Only moderate fashion is the most popular.

Welcome

The fashion that only a few people pay attention to is not the moderate fashion in our eyes. Our goal is to make the public enjoy fashion, which is just the right fashion.

Shen Jianfeng, general manager of ice cream in the down jacket industry for several years, put forward his own view. "Of course, we will still move on renovation."

Brains

Take into account that 20.75% of the customers with high demand for fashion.

Gao Dekang, vice chairman of China feather industry association and chairman of Bosideng International Holdings Limited, said that China's down jacket is undergoing pformation from rough machining to brand management. Unlike previous years of mixed competition, this year, a reputable and competitive brand can stand out. At the same time, he affirmed that "moderate fashion" will become the mainstream of the industry development.

In recent years, some clothing giants have begun to aim at e-commerce, and have launched the sales campaign to the Internet. The down jacket brands include not only the flagship stores which are owned by enterprises such as Bosideng, Xue Zhong Fei, and Yalu, but also some brand names, such as LAN Ao, Cajumi, and so on.

Online shopping can not be underestimated.

In recent years, the traditional clothing brands are entering the Internet on a large scale. For example, in 2008, some sports and leisure brands such as XTEP and Tonlion entered e-business; in 2009, some foreign brands such as UNIQLO, Only, Veromode and so on also fought online. After the traditional clothing brands sprung up like "bamboo shoots" after the rain, "Tao brand" also began to focus on building their own brands, such as wheat bags, Mcglaughlin and so on.

Bosideng includes several brands including Bosideng, Xue Zhong Fei, Bing Jie, Kang Bo and so on.

"Our e-commerce has just started in 2008 and has exceeded expectations in 2009, and this year it is expected to double that of last year.

In the past, some online dealers were reluctant to do after-sale management. After taking over, the online store's image packaging and after-sales service were all unified by the company, and the brand reputation was enhanced.

68% of online customers come from places not covered by exclusive stores, such as Guangzhou, Guangxi, Yunnan, Guizhou and so on, so that both can play a complementary role.

Bosideng electronic commerce manager Zhao Xuejun said.

It is understood that in last year's flagship store, more than 90% of Bosideng's brands sold on the Internet are new products, and this year they will strive to achieve more than 80%.