The millennium arcade industry is now "customary".

Since October 2010, due to the sudden drop in temperature, the land in China has jumped from summer to winter. The sales season of the down jacket industry also comes ahead of schedule. As one of the major consumer apparel in winter, the down apparel industry has always been a hot topic in the industry. In 2009, the cold accidents in the past had pulled the “down warm water” jacket industry for several years. Let the down apparel industry show an unprecedented "warmth."

"After years of age, the flowers are similar, and they are different each year." And then one year when down jackets debut. In 2010, due to factors such as rising raw material prices, soaring processing fees, and high labor wages, the domestic down apparel industry is once again facing a severe test. Under heavy pressure, how does China's down apparel industry respond? At present, China's down jacket market is exactly what? How did the down apparel company pass this winter? With a series of questions, we went into the domestic down market this winter to find out.

“The millennium is extremely cold”, as far as the cold was concerned, as early as in 2009, in the meteorological community, there were rumors that the La Nina phenomenon would affect the northern hemisphere countries or the cold winter of the Millennium, and some Asian countries such as China would not be spared. This is the origin of the so-called "millennium cold".

The “Millennium Arctic” said that this was an academic debate in the meteorology community, but soon the issue, with its own controversy, was indefinitely enlarged and spread to many industries related to it. Our down apparel industry is no exception. At the same time, due to the many interests of various parties involved in the industry, the “Millennium is extremely cold” is said to be a new round of gimmicks. Along with this, various kinds of media, either intentional or unintentional, have also played a role in fueling this issue. It has poured a lot of oil into this gimmick. For a time, the "Millennium Arctic" has become a hotly debated topic on the streets.

In August 2010, when the weather was very hot, the mountain city known as "The stove" was basking in the hot sun as if the air had already solidified. However, in Chaotianmen clothing wholesale market, it is a scene in full swing. The people who shuttled in and out, the rush of “sticks” formed a unique scene in midsummer. Nearly 40 degrees of heat does not seem to have any effect on them.

Chang Lingyun, a 40-year-old apparel wholesaler, is directing the porters to load the goods on the truck into the warehouse. Over the past few days, he has successively arrived in three-car garments. All of the round bags are filled with down jackets. As a rule, the purchase of down apparel in previous years generally began in mid-September. However, because one day often Lingyun accidentally saw the news from the newspaper "Millennium is extremely cold". Although he did not read many books, he did not know what the La Niña phenomenon was and what was the "Millennium Arctic." However, he read a truth from the newspaper. That is the special “cold” that the whole world will have this winter.

For Chang Lingyun, a small clothing wholesaler, the biggest advantage is that it is maneuverable and flexible. The characteristics of Chang Lingyun are the keen sense of the market and are good at capturing business opportunities. These two advantages, combined with the "Millennium-Cool" message from the newspaper, let Chang Lingyun quickly come to a judgment. In 2010, China's down apparel market will certainly be very popular.

Therefore, Chang Lingyun immediately acted in advance. He made an exception to one month ahead of schedule to a down apparel factory in Guangdong. Originally thought that in advance to get a relatively favorable price. However, this "millennium-cold" girl has long been a household name. He can think of this step, and the rest of the wholesalers think of it. Therefore, the prices of down apparel in 2010 have risen a lot. Of course, there are a number of other factors that are not simply the reason for the hot purchase of wholesalers. Having encountered such a situation did not attack Chang Lingyun's enthusiasm. Instead, he made him more confident and further developed the idea of ​​hoarding supplies.

In previous years, it was common to buy a batch of batches, and then continue to do so, and the funds were constantly flowing. But this time to do down jacket, Chang Lingyun intends to make a big ticket. He once purchased the down apparel products of almost the previous quarter and put it in his own warehouse. Because he expects this year's down jacket must be hot, when the price peak sales can make a lot of money.

something unexpected may happen any time". After the National Day in 2010, the official media began to defame. There is no scientific basis for saying that the "Millennium is extremely cold". At the same time, a group of experts have begun to write articles and come to accuse this issue. Obviously, the ** orientation began to change. Chang Lingyun's heart is still confused, even a little panic. If, this year's weather is not "very cold"; if, down jackets appear to be slow-moving ... too many if not, have made a lot of Chang Lingyun dare not think down.

In fact, it does not say that the gimmick of the "Millennium is extremely cold" is induced. Simply from the climatic analysis of Sichuan and Chongqing, we can easily find that the average temperature in winter is above zero every year. Even if it's cold, it won't go to minuscule degrees, and it's only a short time of only two or three days a year. Therefore, down jackets are not essential for consumers in both places. Similar to Chang Lingyun's blind hoarding of supplies, nature of risk is self-evident.

In fact, it is not sensible for the down apparel industry to believe in “rumors” at all stages and a large number of hoarders are hoarded. Proper hoarding is possible. The key is a "quantity" problem. Companies should choose according to market demand and their own ability to digest, rather than obstinate blindly.

The whole industry is crazy, and the consumer market warms up the 2010 National Day holiday in advance. On the Chunxi Road in Chengdu, various department stores and clothing stores have put new down jackets on the counter early. As a rule, new down jackets in South China are usually listed at the end of October or the beginning of November. However, this year's brand companies are worth mentioning, and SMEs have also invariably brought the new time to market by about one month.

The reasons for the early listing are still mainly influenced by the expectation of the down apparel industry in 2010. All down apparel manufacturers want to make a “warm ticket” in this “winter” and send a “warm money”.

The brand enterprises in the domestic down apparel industry have intensified their efforts in design and marketing without exception. In addition, a large number of new models have been introduced and training for sales personnel has been further enhanced. Brand down jackets still place their main sales positions in department stores in domestic first-tier cities. As a result of the comprehensive influence of various factors, the price of down jackets in 2010 has generally increased significantly. All brand companies that originally had a high price would naturally place consumers in demand for quality and brand, pursue fashion, and be less sensitive to price-sensitive consumers.

Before the down counter of a department store in Chengdu, down prices of 1000-2000 yuan are everywhere, and down jackets of over 3,000 yuan are not uncommon. Counters are filled with a wide variety of styles introduced this year. Shopping guides are also busy arranging clothes and introducing products to customers. However, during the National Day, there are indeed many customers who come to “see” down jackets, but there are still a few who actually buy. Because, outside the window is still sunny, autumn, down jacket sales season has not really arrived.

Some of these endless consumers are using the National Day holiday shopping to watch down jackets. In addition, some of them also saw information about the unusually cold weather this winter and came to explore with a rainy heart. In general, the price of brand down apparel this year has risen by about 20%. However, it is understood that in recent years, sales of branded down apparel in such places as department stores have shown a downward trend year by year. The main reason is that the limitations of the department store associate model have hindered the further development of the department store channel. The department's competitive advantage is declining and consumer demand is losing.

Nowadays, it is not difficult to find out how many of them will be mixed with one or several branded down apparel stores. This type of specialty store is decorated with elegant style and integrates product sales and after-sales service. At present, various brands of down apparel companies are stepping up promotion of store sales. In the first, second and third tier cities in the country, branded down apparel stores have sprung up. This is also a measure taken by various down apparel manufacturers to compensate or replace the advantage of traditional department stores.

Ren Zhongjun has been opening a brand down store in Chengdu for more than two years. His store mainly relies on sales of down jackets every winter to make profits. At the same time, some other seasonal clothes are concurrently maintained to maintain a substantial income balance.

However, in 2008, the down apparel market was weak, and Ren Zhongjun lost a lot of money when he first started. Hao Lai insisted that by 2009 it had encountered a warm winter and the sales situation was not optimistic. Fortunately, a year after the end of the cold, let his down jacket business proudly go on. In 2010, the “Millennium Arctic” rumors in the exhibition made Ren Zhongjun very happy. In his words, the sale of down jackets is almost the same as farming, and they rely on heaven to eat.

In fact, with the first cooling down in mid-October, the business of Ren Zhongjun down apparel store began to gradually enter the sales season, which is about half a month earlier than in previous years. Due to the large number of new styles of down jackets developed by enterprises this year, there are dozens more than in previous years. Therefore, the overall sales situation is positive and consumers’ desire to buy is also very strong. It can be said that the sale of down apparel store in 2010 was a good start.

In addition, I have to mention about the sales of down apparel online. The apparel industry is one of the earliest industries to test water network sales. Although various problems are unavoidable among them, the entire industry is still rushing toward online sales. The down apparel industry is naturally no exception, but compared to the hot selling of T-shirts and other clothing, the Internet sales of down jackets are indeed “normal”.

At present, each down apparel company has begun to get involved in the network, in addition to their own official website, in some well-known websites to open an official authorized website. However, buying a tens of T-shirts online may not need to consider too much. However, with a four-figure down jacket, consumers have to do more measurements. In addition, an endless stream of online apparel sales disputes has also greatly affected the online sales of down jackets. It is understood that the sales of men's down apparel, which are basic, moderately priced and highly practical, occupy a large proportion in the network, and male consumers prefer to choose this convenient shopping method. On the contrary, over a thousand yuan of high-end products are not sold well on the Internet.

In general, the down apparel industry in 2010 showed that companies launched new models, and brand down apparel prices rose by about 20%. At the same time, the down jacket market is warmed up in advance, and the market conditions in the later period are generally optimistic. The down jacket companies of all sizes are sharpening their knifes and are preparing to win some of this year's down apparel market.

The increase in production costs and the downtime of down jackets have affected many factors such as rising labor costs, rising raw material prices, and appreciation of ***. Down clothing products also show rapid price increases and large margins. The prices of single-brand down apparel products are basically over a thousand yuan, and the prices of non-branded products have also increased by 15% to 30% over last year. Among them, the greatest impact on down apparel products is the duplication of duvet prices. The duvet price as a down fill was nearly 100,000 yuan per ton from last year, and it soared to the current 300,000 yuan, an increase of 3 times. At the same time, due to the long construction period of down apparel, the state of down supply is difficult to ease in a short time, so this year's trend of down jacket prices is inevitable.

However, as the prices of duck downs have skyrocketed, some small-to-medium-size down garment processing plants and family-oriented workshops have been pursuing maximization of profits. Without hesitating to take the risk, he began to use inferior duck downs, smashing hairs, and even using other fillers to mimic duck downs to produce counterfeit and down jackets. It is because of the increase in the prices of down apparel that the hurricane of counterfeiting in 2010 was more violent than in previous years.

In mid-October 2010, Zhang Lijun, a citizen, bought a down jacket with a lily logo at 799. This down jacket has a fashionable style and a good color. She likes it very much. However, Zhang Lijun discovered that small pieces of feather slipped out of the seams of the down jacket every day. The problem of these small pieces of debris at home is not great, but she feels very uncomfortable at the unit or outside. Because the down coat was smashed with feather shards, it was seen at a glance that the clothes were not on the grade and were delivered.

What's more serious is that at the beginning only sporadic fragments fell out. Later, after washing, more and more debris began to run out. Helplessly, Zhang Lijun took the down jacket and found the mall to request a return. The mall is very good in attitude, admits that there may be quality problems but this down jacket has been washed and it is not refundable according to the regulations.

In a rage, Zhang Lijun found an insider to dismantle the down jacket directly. As a result, it was found that the inside of the filling was not duck down, but was crushed with duck hair, and had no fluff ingredient at all. It is understood that crushed duck hair as a filler is not only poor warmth clothing, at the same time, crushing hair with a large number of bacteria, viruses, parasites, feces, dust, etc., often wear this inferior "down jacket", will greatly increase consumer suffering from respiratory tract The chance of the disease.

In fact, every year in the autumn, in the streets of major cities of medium and small size in the country, a small workshop for processing down garments and down products will emerge. This kind of small workshop is mainly to use the smashing hairs to produce down feathers, and to produce a variety of down products to shoddy consumers in order to seek profits.

A consumer in Chongqing feels that the style of the down jacket he bought years ago is obsolete, and the fabric is slightly obsolete. So she found a street down jacket plus workshop asking him to renovate his down jacket. The so-called refurbishment, is the stuffing or use of their own clothes inside the duck down, outside the style is done separately. The down jacket plus workshop agreed to send the refurbished down jacket to the consumer soon after charging a low processing fee.

However, the good times are not long. Not a few days of accidental accident broke her refurbished down jacket. The consumer immediately noticed that the filler inside was not all down in his old coat. She came to the store where the down jacket was made, but the shop owner insisted that all she had was down in her old down jacket. Both sides have their own views and quarrels are indispensable. However, as no convincing evidence is available, this matter can best be nothing.

Usually, such down jackets and workshops cost half or less of the down jackets sold by the malls, attracting many people to do down jackets. At the same time, these workshops are all "guerrilla" models that have been operating in the third or fourth month of the season. It is no exaggeration to say that the quality of the down jackets produced by these down jackets and workshops is not guaranteed. It is one of the sources of production of fake and down jackets and has seriously disrupted the order of the entire down apparel industry.

It is understood that the recent complaints about the quality of down jackets have risen substantially. The quality of branded down apparel has basically met the requirements and there have been few complaints. However, the problem of down products customized for small shops and workshops is particularly prominent. For example, some down duvets in refurbished down jackets are replaced, and the quality of new fillings in down jackets is not compromised. However, there are still some problems in the investigation of such workshops in practical work.

The industrial and commercial departments often check, but do not understand the business of fiber inspection, can not distinguish the quality of the filler. The staff of the Bureau of Industry and Commerce bought counterfeit and down jackets. The fiber inspection department understands the business, but it is obviously underpowered in the face of a huge market. This raises new issues for our future work. It is similar to whether we can join the relevant functional departments such as industry and commerce to further increase the investigation of counterfeit and down jackets, etc., which are worthy of our research and discussion.

At present, the competition in China's down apparel market has been very fierce, especially the entry of international brands and fashion brands, making professional down apparel brands subject to a certain degree of enthusiasm. China's down apparel companies only insist on product quality, continue to introduce new products, and integrate fashion and trend elements into down apparel products as much as possible so that the entire industry can grow further.