Recently (December 27), “Guangdong people are going to cry from the cold” became a hot search topic on Weibo:
The last wave of cold wave in 2021 is coming fiercely. Since December 26, 18 major cities have set new lows in minimum temperatures this winter, with Shanghai, Hangzhou, Changsha and other cities falling to freezing temperatures for the first time in the second half of the year.
The China Meteorological Administration stated that from December 27th to 28th, the temperature in the southern region will continue to be low. It is expected that the daily average temperature in Guizhou, Hunan, Guangxi, northwestern Guangxi, southeastern Chongqing, southeastern Jiangsu, Shanghai, and eastern Zhejiang will be higher than normal for the same period. The temperature is about 5℃ lower; in some areas, the temperature is more than 7℃.
The topic “Cantonese people are going to cry from the cold” once became a hot search topic. “Walking on the road these two days is like walking on a down jacket catwalk.” Netizens joked.
“Winter enters overnight” in many places in the South! Cantonese people finally came up with down jackets
The Central Meteorological Observatory issued a low temperature blue 52 warning at 10:00 on December 26. Affected by the remnants of the cold wave, the temperature in most of southern my country is slowly rising, with continued cloudy skies and little sunshine. In some areas, there are northerly winds of level 4-5, and the cold weather is obvious. It is expected that the daily average temperature in Guizhou, Hunan, Guangxi, Guangdong, southeastern Chongqing, southwestern Hubei, central and southern Jiangsu, eastern Anhui, Shanghai, central and eastern Zhejiang and other places from the 26th to the 28th will be about 5℃ lower than the same period in history. Among them, some areas in central and eastern Guizhou, western Hunan, and northern Guangxi are as low as 7℃. In the coastal areas of South China, northerly winds have force levels of 4-6 and gusts of force 7-8. It is reported that this is the first low temperature warning since the formulation of meteorological disaster early warning issuance methods in 2013.
According to Guangzhou Daily, on the morning of December 27, 2021, Guangzhou, Guangdong ushered in the coldest day of this round of cooling. The temperature was only 5 to 8 degrees Celsius. Citizens braved the cold wind to go out, and down jackets appeared on the streets.
Since the beginning of winter, sales of down jackets have experienced a heat wave
“During the Double Twelve Big Sale, the transaction value of many down jacket products on the platform exceeded 5 million yuan, becoming the most popular ‘million-dollar item’ among fans.” The relevant person in charge of the e-commerce platform Mogu Street (MOGU. NYSE) said Times reporter said.
The relevant person in charge of Bosideng also told reporters that the omni-channel sales of Bosideng Group’s brand down business on Double Eleven in 2021 reached 2.78 billion yuan.
“During Double Eleven, the brand’s omni-channel sales exceeded 1 billion yuan.” The person in charge of Yaya Down Jackets told reporters.
Not only online channels, but also in offline stores, consumers are also very enthusiastic about purchasing down jackets.
Since December, reporters have visited many down jacket stores in Shanghai, and they have seen constant customer flow and excitement. “Now is the peak sales season for down jackets, and there are quite a lot of customers every day.” A clerk at Bosideng’s Shanghai Nanjing East Road flagship store told reporters.
Even Canada Goose, which was deeply involved in the “double-standard” scandal of returns and exchanges in early December, is still favored by consumers. At about 6 pm on December 12, reporters at the Canada Goose Shanghai International Financial Center store saw consumers still queuing up to enter the store to make purchases, and the atmosphere in the store was still hot.
On December 12, there was still a queue at the Canada Goose Shanghai International Financial Center store. Photo by Times Weekly reporter/
Judging from the market prices in recent years, down jackets have become more and more expensive, but consumers are increasingly paying for them.
Tianyancha data shows that in the past five years, the number of down jacket-related companies (all company status) has grown steadily. Except for 2020, the annual registration growth rate of the number of companies has remained at around 15%. Since 2021, the number of registered down jacket-related companies has exceeded 4,100.
Ten years ago, clothing items were considered “thick, heavy, and rustic”. In the process of constant changes, they have shed their old-fashioned labels and shown new development trends.
</p
