Down jackets are selling out! A big market of 150 billion yuan is here

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, and many people have begun to buy down jackets. This year’s What are the new trends and highlights in down jacket consumption?

Shanghai: The price of down jackets has generally increased by a thousand yuan and has become the mainstream of consumption

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. Some colors have been sold out. With the support of this year’s national trend down series, their sales have been relatively stable. A significant increase from last year.

Lin Ting, manager of a down jacket flagship store of a certain brand in Shanghai: Before the temperature dropped, the number of people entering the store every day was about 700 to 800 or over a thousand. After the temperature dropped, the number has doubled, with about 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-padded clothes in autumn and winter, many brands were displaying this year’s new down jackets. The person in charge of a store told reporters that before October, down jackets The proportion of displays is less than 20%, and 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 No. 1 Department Store Commercial Center: Sales of down jackets this year are very strong compared to last year, up 20 percentage points. Customers also have requirements and demand for down jackets, and the price is between 600 yuan and 2,000 yuan. It sells better.

For the consumption of down jackets, the peak sales season is from autumn and winter to the Spring Festival every year. Industry insiders said that the average temperature since October this year has been lower than the same period in previous years. In addition, the onset of winter is earlier, and the entire The sales cycle has been lengthened, and overall sales of down jackets are expected to grow.

Hangzhou, Zhejiang: Down enters the centralized delivery period, both production and sales are booming and prices rise

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 start from May and continue until the end of the year. However, due to the high temperature last winter, the consumption of down has slowed down, and various clothing factories have certain Due to the inventory of down, 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 is already at full capacity. 7 raw material bases simultaneously supply feather raw materials and semi-finished products to the factory. All wool is divided. The machine and washing equipment operate 24 hours a day. Compared with the output of only a dozen tons per day in the first half of the year, 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, 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.

Factories optimize supply chain, flexible production and reduce 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.

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. Now we can place orders within a week. This means that if you place an order on Monday, the most needed products will be available in 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, 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, an increase of more than 50% compared to last year.��, according to the current market and weather conditions, it is expected that our overall sales will have a relatively optimistic growth this year.

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.

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