Zhejiang Jiaxing Pinghu Clothing Merchants Rely On The Foreign Trade Market To Fight "Time Difference, Price Difference"

It does not produce down, but produces more than half of the country's down jackets. As the largest professional down jacket market in China, Pinghu · China Garment City has been busy recently, with carts full of goods everywhere. At the entrance of the store, there are new down jackets ready to be sent to all parts of the country.

The homogenization competition is serious, the price is more and more expensive, and the fashion concept of consumers has changed... In recent years, the voice of down jacket that can't be sold and is ignored has appeared from time to time. However, Yang Long, the head of Mohist brand, did not agree. This summer, while he was busy receiving merchants from all over the country, he was very busy taking stock of sales.

"Since March, we have been making anti season clothes." Yang Long calculated that 300000 anti season down jackets were basically sold out this summer, with sales of more than 30 million yuan. "The off-season sales have returned some funds to us, which can better prepare for winter.".

Not only down jackets, but also winter clothes "made in Jiaxing", such as sweaters and leather coats, have also been popular in the past summer.

Grasp the low cost "window" of off-season production and sales

"Family members, this cashmere sweater feels very comfortable, and the upper body is very light..." Although it is a hot weather of 35 degrees Celsius outside, in the Tongxiang Puyuan sweater market and the Xige cashmere live broadcast room, autumn and winter clothing has already been the main venue, and anchor Zhang Shujiao is working hard to recommend a cashmere long sleeved shirt.

"At present, in the live broadcast room of Shan Xige Cashmere, thousands of cashmere sweaters and cashmere overcoats can be sold every day, with an average daily sales of 700000 yuan," Yu Xiaoqing, executive vice president of Zhejiang Xige Industrial Company, told reporters.

Unlike offline stores, which have "four distinct seasons", and winter clothes are hard to buy in summer, the broadcast room has already played down the changes of the four seasons. Goose down jacket is a hot item in the summer broadcast room of Happy Song. A goose down jacket, together with pants or interior clothes that are out of season in summer, costs 999 yuan. This summer, the studio sold nearly 6000 pieces of goose down clothes.

The seasonal sales of winter clothes and inventory pressure are long-standing problems. Yu Xiaoqing calculated the inventory account for the off-season promotion. "Out of season goods will occupy a large amount of inventory area, resulting in space usage fees. Through discount sales of out of season products, you can quickly clear the inventory and make more space for new products."

Yang Long, who sells jackets in summer and does down jacket business, calculates the cost account in the off peak season. Yang Long's anti season products are all the best sellers of last year, which is different from the main "90 duck down" (that is, 90% down) of the original season. The out of season products mainly sell "50 duck down". Although the warmth retention and comfort are slightly inferior to "90 duck down", they are better than "90 duck down" because of the low cost of raw materials, low summer processing fees, and naturally more affordable prices, which well satisfies the consumers' psychology of "picking up bargains" when buying out of season products. Because of this, Yang Long's 300000 off season down jackets sold out.

Rely on foreign trade market to fight "time difference and price difference"

In Pinghu · China Garment City, since 2017, many businesses have started selling anti seasonal goods. Zhang Huiling, the head of Ejoy brand, was one of the earliest entrants, and she calculated the manual accounts.

"It is obvious that the business of down jacket is in the off peak season. For example, from November 1 to the end of last month, we sold more than 100000 pieces of goods worth more than 30 million yuan, and did most of the business in a month. Workers are also the most popular during this period. But if we only do this season, then in summer, down jacket workers will be lost. Where can we find people in the peak season?" Zhang Huiling said, Insisting on making anti season down jackets is mainly to maintain a stable workforce, but the harvest is more than that.

Last year, Zhang Huiling sold 200000 off season down jackets with a sales volume of more than 20 million yuan, which is equivalent to creating another small peak season.

Zhang Xiaolin, the manager of the sweater boutique market created by Hong Hezhong, fought against the "time difference" at home and abroad. From single domestic sales to both domestic and foreign markets, the transformation to foreign trade is his secret to keep the sales of sweaters in the off-season.

"Sweaters are very seasonal, and the domestic peak season is basically in autumn and winter, which is relatively limited." Zhang Xiaolin told reporters that relying on foreign trade can play a "time difference" and "price difference".

"The best selling places in summer are Nepal, Libya and other places, where the weather changes are similar to that in China. We started to receive orders, produce, package and deliver goods at the end of June, and then after two months of sea transportation, the products arrived just in time for sale." Since this summer, Zhang Xiaolin has sold about 500000 sweaters, achieving sales of nearly 10 million yuan.

Strengthen original design and improve product quality

Behind the "selling jacket in summer", the market operators' determination and wisdom to face difficulties are highlighted. However, in order to truly break through the seasonal limitations of winter clothing and realize the four seasons of "clothing", the way to break the situation still lies in further approaching the demand of the consumer market, improving quality and expanding categories.

"Only sell woolen sweaters" used to be the stereotype of many people for the woolen sweaters industry in Puyuan. Now when entering the woolen sweaters market in Puyuan, "all categories" is a striking word on the billboard.

Yu Xiaoqing told the reporter that nowadays, in the business segment of the enterprise, sweaters are only a part of them, and others include goose down clothes, jacket coats, submachine jackets, short sleeves, etc. The trend of full category is becoming more and more obvious, which is also the epitome of the development of Tongxiang sweater industry.

Peng Zhen, Deputy Director of the Management Committee of Puyuan Knitting Industrial Park, believes that behind the hot sales in the off-season, customers' pursuit of high cost performance, going to intermediaries and going straight to the source of the factory is reflected. "The market is the best teacher. We are following this change in demand, promoting market transformation, and promoting the transformation of the sweater market from a distribution center to a quality exhibition trade center." Peng Zhen said.

"At present, most business entities are improving product quality by strengthening original design, so as to better break through the limit of down jacket in the off peak season." Chen Jie, director of operation of Pinghu · China Garment City, told reporters that the Garment City has launched an original design style registration system to protect the original designs of businesses in the market. The number of original design styles registered increased from more than 800 in 2019 to more than 2200 last year. Originality has brought stronger competitiveness and achieved long-term sales success.

After the Spring Festival, research and development of new products, plate making and proofing in spring, order meeting in May, summer sales of anti seasonal products, order meeting in August, entering the peak of procurement and approval in September, and year-end rush sales... Now, "there are orders in four seasons, and the seasons are not idle" has become the norm for Pinghu down jacket industry practitioners. (Reporter Zou Tiran Correspondent Tan Luomin Zou Tan)

(Source: Workers Daily)