Since the beginning of winter, the temperature has gradually dropped in various places. In some areas, it has even “entered winter in one day”, with the temperature plummeting by 10 degrees Celsius. Cold-proof equipment has become a popular consumer. Many people have begun to buy down jackets. This year’s down jacket consumption has What are the new trends and new highlights?
In a down jacket store on Nanjing East Road, Shanghai, the reporter noticed that many consumers came to buy down jackets. The person in charge told reporters that the passenger flow in November doubled compared with previous months and has now exceeded the level of previous years.
The person in charge of this store said that in addition to traditional down jackets this year, new windbreakers and down jackets have also been favored by consumers, and some colors have been sold out. products, coupled with the blessing of this year’s Guochao down series, their sales have increased significantly compared to last year.
Lin Ting, manager of a certain brand of down jacket flagship store in Shanghai: Before the temperature dropped, there were about seven to eight hundred or thousands of people entering the store every day. After the temperature dropped, It’s obviously doubled, probably two to three thousand people a day. In terms of sales, for example, yesterday, our sales exceeded 900,000 yuan. Last year we could only do two to three hundred or three to four hundred orders. This year we can break through to six to seven hundred orders, a year-on-year increase of nearly 140%.
The reporter then went to a shopping mall on Nanjing East Road in Shanghai. In addition to the must-have sweatshirts and cotton clothes for autumn and winter, many brands displayed this year’s new models. For down jackets, the person in charge of a store told reporters that before October, down jackets on display accounted for less than 20%. Now more than 60% of the displays are down products. The sales price of down jackets has generally increased this year.
Qi Jianping, manager of a brand store in Shanghai First Department Store Commercial Center: Sales of down jackets this year are quite strong compared to last year, with an increase of 20 percentage points. Customers are more satisfied with down jackets There are also requirements and demands, and the prices are better between 600 yuan and 2,000 yuan.
For the consumption of down jackets, the annual autumn and winter to the Spring Festival are the peak sales seasons. Industry insiders said that the average temperature since October this year has been lower than the same period in previous years. Coupled with the earlier onset of winter, the entire sales cycle has been lengthened, and overall sales of down jackets are expected to grow.
In down jackets, down is an important raw material. Generally, down jacket factories will place concentrated orders in the summer, but this year the peak sales season for down has been postponed to September. Why postpone? What are the recent changes in down prices?
In the finished product warehouse of a factory that produces down in Xiaoshan District, Hangzhou City, Zhejiang Province, more than a dozen trucks are preparing to load the goods. The person in charge of the warehouse told reporters that this factory now ships out products every day. The warehouse has more than 50 tons of finished down, and now is their busiest time.
The person in charge of the factory told reporters that under normal circumstances, the demand for down will continue from May to the end of the year, but due to The temperature was high last winter, and the consumption of down slowed down. Each clothing factory has a certain amount of down inventory. As a result, the demand for down did not begin to increase until September this year. In addition, international orders for down have also been intensively delivered in the near future. The factory It is already operating at full capacity. Seven raw material bases are supplying feather raw materials and semi-finished products to the factory at the same time. All wool splitting machines and washing equipment are running 24 hours a day. Compared with the output of only a dozen tons per day in the first half of the year, now more than 100 tons of finished down are produced every day. It has exceeded 50 tons and can produce 2 million down jackets.
China’s down production accounts for about 80% of the world’s. Domestic down demand is increasing rapidly, and the recovery of the international market has boosted down prices. Relevant data shows that in early August, the price of national standard 90% white duck down was 335,000 yuan per ton. It started to rise in September and reached 356,000 yuan per ton in late October. Recently, the price has been hovering around 365,000 yuan.
Factory optimization of supply chain, flexible production and reduction of inventory
The size of the down jacket market this year is expected to reach 150 billion yuan
As the weather gets colder, down jacket consumption gradually enters the peak season, and the price of superimposed down raw materials has increased.
Industry insiders said that the increase in down jacket prices this year is due to rising raw material prices and increased labor costs.
Someone from Changshu, Jiangsu He Maosheng, general manager of the down jacket brand supply chain management center: Our overall costs are expected to increase by about 10%. We use a dual-mode method of futures and spot production for production. Now we can place orders within a week, which means we can place orders on Monday. The most needed products will be available on the market within the next week or so.
In order to cope with the transition between low and peak seasons, the down jacket industry generally stocks up in summer and enters winter. The phenomenon of sales. For down jacket companies, the balance between stocking and strong sales has become a key factor. Many companies are improving their response speed to the market and logistics efficiency, and flexible production with low or even zero inventory has become the norm.
Gao Dekang, chairman and president of a down jacket brand group in Changshu, Jiangsu: During Double Eleven, our omni-channel sales were 2.78 billion yuan, more than 50% compared to last year growth, according to the current market and weather conditions, it is expected that our overall sales will have relatively optimistic growth this year.
In 2020, the size of China’s down jacket market has reached 1,317 billion, with an industry growth rate of 8.93%. Industry analysts pointed out that due to the expected impact of the cold winter, this year is expected to exceed 150 billion. As domestic down jacket brands continue to upgrade, the prosperity of the down jacket industry will increase in the future.</p
