The cold air hits, and cold-preventing equipment has become a hot product. Many people have begun to buy down jackets early. What are the trends in down jacket consumption this year?
Beijing: The sales volume and price of down jackets are rising
Mid-to-high-end products become the mainstream of consumption
The reporter came to a high-end down jacket store in Beijing International Trade Mall. At present, the classic and co-branded down jackets in the store are basically out of stock.
Salesperson: It can only be tuned nationwide. The sales in Beijing are too fast and they are all out of stock.
Afterwards, the reporter went to a flagship down jacket store in Xidan, Beijing. The prices of down jackets in the upper and lower two storeys were basically more than 1,000 yuan. The average price of down jackets for the main promotion was 4,000-6,000 yuan.
The high-end "Dengfeng 2.0" series of down jackets just launched at the end of November are priced at 14,900 yuan, which is nearly 30% higher than the 1.0 version last year.
The store manager said that consumers' acceptance of mid-to-high-end products this year is much higher than in previous years.
The manager of a down clothing brand store: For high-end outdoor, sales can account for 25 to 26% of the store's overall sales.
In addition to high-end brands, mid-range down jackets also ushered in a small peak in sales before the cold wave this week.
Huang Wei, deputy manager of a down jacket brand: The cold wave is coming soon. The staff in our store has increased significantly compared with before. In December, the average daily sales volume is about 60,000 to 70,000. In Xidan shopping mall, it is basically more than two hundred a month. ten thousand.
According to statistics from the China National Commercial Information Center, the sales volume of down jackets by key large-scale retail enterprises across the country in 2020 will increase by 15.1% year-on-year, and the average unit price of down jackets will also rise from 432 yuan in 2015 to 656 yuan in 2020.
Industry insiders said that with the improvement of the epidemic situation and innovations in down jacket standards, craftsmanship, and technology, consumers' demands for products no longer remain at prices.
Yao Xiaoman, Chairman of the China Down Industry Association: Some large domestic companies have also formed a relatively stable customer base in the mid-to-high-end market, and the down apparel industry is gradually moving out of the low-end price competition stage.
Rising costs, processing companies profit under pressure
△ CCTV Finance "Tianxia Finance" column video
Although the performance of the down jacket market continues to improve, and the prices of affordable brands continue to rise, has the down jacket entered an era where the more expensive the better?
Behind this, besides the pressure of rising raw materials, what other factors support it?
The reporter learned that among the cost of down jackets, down accounts for more than 30% of the cost of down jackets, and data shows that the price of national standard 90 white duck down has risen from 270,000 yuan/ton to about 390,000 yuan/ton, an increase of 45%.
Coupled with factors such as labor, oil prices, and power restrictions, directly squeeze the brand's profit margins.
Huang Wei, deputy manager of a down jacket brand: The overall production cost of a garment has increased by nearly 50%, the highest in the past ten years.
Rising costs force companies to increase their product innovation and research and development efforts to open up new blue oceans in the market.
In this full-category women's clothing brand run by designer Wei Wei, the down jackets she designed once became a hit in the autumn and winter category.
She told reporters that in the past, down jackets were the first to keep warm, but now they try more divergent designs.
Down jackets have higher design requirements than ordinary ready-to-wear garments. From the design of the pattern to the control of the amount of down, it poses a lot of challenges for the designer.
In addition, people's pursuit of functionality of down jackets is also improving, such as windproof, rainproof, and positioning navigation. Some companies have also begun to apply higher-quality and technologically-content fabrics to down jackets.
Designers said that with the increasing acceptance of national tide culture, products have more brand premium space than before in terms of design, technology, function, and craftsmanship.