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 in 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. , coupled with the blessing of this year’s Guochao down series, their sales have increased significantly compared to last year.
LinTing,managerofadownjacketflagshipstoreofacertainbrandinShanghai:Beforethetemperaturedropped,thenumberofpeopleenteringthestoreeverydaywasabout700to800orthousands.Afterthetemperaturedropped,thenumberdoubledsignificantly,withabouttwopeopleaday.tothreethousandpeople.Intermsofsales,forexample,yesterday,oursalesexceeded900,000yuan.Lastyearwecouldonlydotwotothreehundredorthreetofourhundredorders.Thisyearwecanbreakthroughtosixtosevenhundredorders,ayear-on-yearincreaseofnearly140%.
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 were displaying 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 peak sales season is from autumn and winter to the Spring Festival every year. Industry insiders say that the average temperature since October this year is lower than the same period in previous years. In addition, winter begins earlier, and the entire The 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 place orders intensively in the summer, but this year the peak sales season for down has been postponed to September. Why is the peak season postponed? 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 for loading. The person in charge of the warehouse told reporters that this factory now ships out more than 50 tons of finished down every day. their busiest time.
The person in charge of the factory told reporters that under normal circumstances, the demand for down will increase from It started in May and lasted until the end of the year. However, due to the high temperature last winter, the consumption of down slowed down. Each clothing factory has a certain amount of down inventory. As a result, the demand for down this year did not start to increase until September. In addition, International orders for down have also been delivered recently. The factory is already 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 sorting machines and washing equipment are running 24 hours a day. Compared with the first half of the year, there were only a dozen or so per day. The company now produces more than 50 tons of finished down every day and can produce 2 million down jackets.
my country’s down production accounts for about 80% of the world’s. Domestic down demand is increasing rapidly. At the same time, the recovery of the international market has boosted the price of down. 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.
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.
He Maosheng, general manager of the supply chain management center of a down jacket brand in Changshu, Jiangsu: Our overall cost is expected to increase by about 10%. We use a dual-mode method of futures and spot production for production, which can now be achieved Placing orders within a week means that if you place an order on Monday, the most needed products can be supplied to the market within the next week or so. 
In order to cope with the transition between low and peak seasons, it is common in the down jacket industry to stock up in summer and sell in winter.
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. 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, an increase of more than 50% compared to last year. According to the current Based on market and weather forecasts, our overall sales this year are expected to have relatively optimistic growth.
In 2020, the size of my country’s down jacket market has reached 131.7 billion yuan, with an industry growth rate of 8.93%. Industry analysts pointed out that due to the expected impact of the cold winter, it is expected to exceed 150 billion yuan this year. As domestic down jacket brands continue to upgrade, the prosperity of the down jacket industry will increase in the future. </p
