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"Humidity Fashion" + E-Commerce To Create New Market For Down Garments

2010/10/25 16:15:00 128

October 23rd is the solar terms, and winter is finally coming. The Central Meteorological Observatory continues to issue the blue warning of the cold wave.

Last winter has been going on for several years.

Down Jackets

The situation of selling "swallowing water" was suddenly broken, so that the down garment industry showed an unprecedented "warmth".

This year, due to rising raw materials, soaring processing fees and high labor wages, the down jacket industry in China is still facing a severe test.

As early as 2006, due to

clothing

Big brands have seized the cake and warm winter of down jacket, resulting in Down garments.

Sale

In the doldrums, the market is overstocking a large number of stocks.

Some enterprises have begun to look for the way to break through. At that time, "down fashion" became the consensus of all. Down to 2007, the down and down garment industry, which had been unchanged for many years, shifted to the fashion line collectively.

For example, Bosideng's brand ice cream is brand positioning with youth, fashion, vitality and affinity as the target consumer group after 80 and 90; the core position of Eral is leisure, fashion and nature. The target consumer group is the 18-25 year old female consumer; Yalu takes the fashion leisure as the core positioning, and the target consumer group is the 25-60 year old middle and high income wage earner.

fashion

Positioning for style.

A survey report on down jacket shows that up to 73.26% of consumers have a general demand for the fashion of down garments. Only 20.75% of consumers think fashion is very important, and 5.99% of consumers do not think fashion is fashionable.

When buying fashion down clothing, 73.24% of consumers like fashionable feather clothing, but they will not buy it. They think that the down jacket with strong fashion elements will soon be out of fashion.

"Only moderate fashion is the most popular. Only a few people pay attention to the fashion that is not in our view of moderate fashion, our goal is to enable the public to enjoy fashion, is the right fashion."

In the down jacket industry, Shen Jianfeng, general manager of ice cream for several years, put forward his own view. "Of course, we will still use our brains in refurbishing, and take into account the 20.75% of the customers with high demand for fashion."

Gao Dekang, vice chairman of China feather industry association and chairman of Bosideng International Holdings Limited, said that China's down jacket is undergoing pformation from rough machining to brand management. Unlike previous years of mixed competition, this year, a reputable and competitive brand can stand out. At the same time, he affirmed that "moderate fashion" will become the mainstream of the industry development.

In recent years, some clothing giants began to target.

Electronic Commerce

The sales campaign has been launched online, and the down jacket brand has not only the flagship store that has been opened by enterprises such as Bosideng, Xue Zhong Fei and Yalu, but also some brand names, such as LAN Ao, Cajumi and so on.

The reporter opened a Taobao shop at random, and found that the shop named "Bosideng Feng Chao Ren" still had ice cream spokesperson Jang Na Ra and famous fashion photographer Yin Chao and so on.

Online shopping can not be underestimated.

In recent years, the traditional clothing brands are entering the Internet on a large scale. For example, in 2008, some sports and leisure brands such as XTEP and Tonlion entered e-business; in 2009, some foreign brands such as UNIQLO, Only, Veromode and so on also fought online. After the traditional clothing brands sprung up like "bamboo shoots" after the rain, "Tao brand" also began to focus on building their own brands, such as wheat bags, Mcglaughlin and so on.

Bosideng includes several brands including Bosideng, Xue Zhong Fei, Bing Jie, Kang Bo and so on.

"Our e-commerce has just started in 2008 and has exceeded expectations in 2009, and this year it is expected to double that of last year.

In the past, some online dealers were reluctant to do after-sale management. After taking over, the online store's image packaging and after-sales service were all unified by the company, and the brand reputation was enhanced.

68% of online customers come from places not covered by exclusive stores, such as Guangzhou, Guangxi, Yunnan, Guizhou and so on, so that both can play a complementary role.

Bosideng electronic commerce manager Zhao Xuejun said.

It is understood that in last year's flagship store, more than 90% of Bosideng's brands sold on the Internet are new products, and this year they will strive to achieve more than 80%.