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Market Research: Why Does The Price Of Down Jacket Rise Year After Year

2022/2/9 15:37:00 0

With thousands of yuan or even tens of thousands of yuan, down jacket which has been up for a winter ushers in the end of season promotion. New year's day, Spring Festival consumption season, the market ushered in sales "small climax.". In recent years, the international brand down jacket gradually opened the domestic market, and the domestic brand market recognition also continued to rise.

At present, what are the new changes in down jacket Market? What kind of market confidence is implied behind the thousands of yuan of down jacket? Can Jiangsu enterprises continue to make efforts in the subdivided track of brand down jacket to promote the brand cultivation and industrial upgrading of clothing province? The reporter conducted an in-depth investigation.

Market Research:

The price of down jacket has been rising year after year

Recently, the reporter came to Nanjing Hexi Longhu Tianjie shopping mall, many clothing stores have been on-line spring clothing. Wang Meng, a shopping citizen, sighed, "before the new year's day, I always wanted to buy a down jacket. At first glance, the price ranged from 1500 yuan to 2000 yuan. It was a little expensive and had not been sold. Now the maximum discount is 20% off. After waiting for a winter, the price has finally been reduced, and I intend to buy one."

Sales staff at juzifemme, located on the second floor of the mall, said it was the peak shopping season before the year, and this wave of discounts at the end of the year was also the biggest. "For example, this 90 white duck down long down jacket with 193 grams of down was originally priced at 1799 yuan, but now it's 300 yuan off."

In November and December last year and January this year, the reporter investigated the down jacket Market in Nanjing three times. In winter, the original price of a down jacket ranges from 1500 yuan to 3500 yuan. If the stuffing is goose down or more grams, the price will rise by 1 / 3. Take bosden's high-end outdoor skiing as an example. Last year, the price of 3599 yuan per piece was 200 yuan higher than that in 2020. In the past, the price of "Dengfeng 1.0" was from 8800 to 9800 yuan. This winter, the price of the same series rose to 11900 yuan to 14900 yuan. "The prices of some of our products have increased this winter." "The increase is mainly due to the iterative upgrading of product design and function, such as" Dengfeng 2.0 ". We have upgraded the fabric in an all-round way, and the effect of wind resistance and cold resistance has been significantly improved, which has also been recognized by consumers."

The reporter learned that the unit price of ordinary down jacket without any brand premium also rose. "The down jacket in the physical store is too expensive. There are many styles of clothes on the Internet, and the price is relatively cheap. In case of" double 12 "discount promotion, you can get more than 600 yuan." Wang Qian, who lives in Jianye District of Nanjing City, said frankly that she paid more attention to the hard indicators such as the type of down to be filled, the amount of down filling and the degree of fluffy. She did not advocate the purchase of big brands. She also found that the prices of affordable down garments were higher than before. According to the statistics of China National Business Information Center, the average unit price of down jacket has risen from 432 yuan in 2015 to 656 yuan in 2020.

Reasons for price increase:

Raw material rise + product upgrade

Why is down jacket expensive? The reporter visited many clothing enterprises and learned that down accounted for more than 30% of the cost of down jacket.

"At present, most down jackets on the market use duck down and goose down." According to Chen Jianhong, the testing engineer of Nanjing Customs textile industry products testing center, the order of raw materials price is white goose down, gray goose down, white duck down and grey duck down. Because goose down is bigger than duck down, fluffy and elastic, the price of goose down is higher than that of duck down. "With the same amount of down filling, the higher the puffiness of down, the larger the air layer can be fixed to keep warm, and the better the warmth retention is."

According to the data, a duck down garment with more than 130 grams of down filling can achieve a certain warmth retention effect. If you live in the north, it needs at least 180 grams. Outdoor activities on down jacket requirements are higher, generally in 180 g to 450 G. This winter, down clothing brands have raised prices, a large part of the reason is the rising prices of raw materials upstream.

"The production of duck down and goose down has been reduced year by year, coupled with the impact of the epidemic situation, the increase of uncertain factors in the market environment, and the instability of the overall raw material market, resulting in the continuous rise of goose down unit price and the fluctuation of duck down unit price." Bank of China securities analysts, for example, recently the price of national standard 90 white duck down per ton has risen from 270000 yuan to 390000 yuan, an increase of 45%. The reporter inquired down gold net and found that on December 21 last year, the national standard 90 white duck down was 378.67 yuan per kilogram. After calculation, a down jacket containing 300 grams of down would cost 113.6 yuan.

"The rise in raw materials is part of the reason for the price increase, and labor costs and other factors jointly push up the price of down jacket." Yang Yang, who is engaged in the clothing e-commerce industry in Nanjing, talked about the store's main winter product, down women's wear. He said that in a comprehensive way, the cost of a "online Red model" with a price of 599 yuan was more than 25% higher than that of last year.

"Consumers can accept a little price increase, but if it goes up a lot, consumers will turn around and go." Yang Yang said frankly, in order to retain customers, more manufacturers choose to improve the competitiveness of products from the perspective of design, and then "increase the price" in a timely manner.

Sales shock:

Affected by epidemic situation and temperature

Under the background that the prices of various grades of down jacket are generally rising, how about the sales of down jacket market this winter?

According to the reporter's investigation, the temperature in the Yangtze River Delta region, including Jiangsu Province, has not been low in this winter. It was only in the late December of last year that the temperature dropped abruptly. This area was the "big consumer" of clothing in the past years, which affected the sales of down jacket to a certain extent. Wang Yaya is the owner of a clothing store in Zhihui port, Nanjing. Her family specializes in medium and high-end clothing. "We sold goods in November last year. Last year, I prepared 500000 yuan worth of goods (down jackets), but I didn't sell a few." She told reporters with a bitter smile that the clothing industry knows that the most difficult to sell this winter is down jacket and snow boots.

"At the end of the year and the beginning of the year, the number of down jacket orders gradually decreased." The staff of Changshu textile and clothing association said that the wholesale hair market was affected by the epidemic situation, and the number of business contacts decreased. If the national temperature further dropped and the market price of down jacket was on the rise, the buyers would supplement the orders through online and wechat.

Industry expectation:

Hot domestic market with innovation

The ten years that the domestic down jacket Market has gone through is also a decade for independent clothing brands to accumulate strength. Since 2010, UNIQLO, Adidas and other fast fashion brands have focused on the layout of down jacket products, especially the international high-end down jacket brands represented by French luxury brand moncler entered the Chinese market, which further intensified the domestic market competition. In this process, problems such as aging brand image, backward products, and increasing inventory of local down clothing are gradually emerging. Domestic down subordinate to the brand and the whole industry are in urgent need of upgrading.

According to the enterprise survey data, Jiangsu has 10900 down products enterprises, ranking the first in China in terms of number. The clothing industry including down jacket is speeding up to a new stage of industrial upgrading and development. How should down garment enterprises in the province grasp this new opportunity?

"Down clothing specialization, fashion trend is obvious, the siphon effect of head brand is more obvious." According to Gao Xiaodong, executive director and vice president of bosden group, the domestic down jacket industry is gradually getting rid of the low-end price competition stage, and consumers' demands for down jacket are no longer just for keeping warm, but pay more attention to the comprehensive attributes of design, quality and technology content, which have become the focus of enterprise development.

Bosden, which focuses on the down jacket circuit segment, has achieved double-digit growth in revenue and net profit for several consecutive years. Last year, "double 11", bosden group brand down clothing Omni channel sales reached 2.78 billion yuan, Gmv (total trade volume) increased 53% year-on-year. From the perspective of online and offline channels, the main price of bosden down jacket products is about 1800 yuan, and the sales revenue of middle and high price segments of the brand has been steadily improved. Driven by the strong drive of the brand down jacket, the middle and high-end market has potential to be tapped.

At present, the major down jacket manufacturers in Jiangsu are increasing investment in R & D and design. For example, bosden has integrated Beidou satellite navigation and positioning technology with 5g communication technology. Hailan house's best-selling "Aurora" series of goose down suits is made of graphene lining, which can store heat and keep heat, and has antibacterial function. Although the price has been increased, the market recognition is higher.

Under the background of more diversified clothing market and more fierce industry competition, the development of enterprises also needs to cultivate better industrial ecology.

"Clothing enterprises should pay more attention to product research and development, brand building and ecological chain building." Ma Jianjun, executive deputy general manager of Yalu group brand operation, said that Yalu, which started in Taicang, is now a well-known "down jacket expert" in China. The company has more than 150 product R & D teams, more than 600 cooperative factories and more than 5000 stores. It has carried out project cooperation with Jiangnan University, Donghua University and other colleges and universities, and was awarded "Jiangsu boutique" in December last year, Become a down jacket industry "national standard" setter.

Bosden, Yalu and other leading enterprises are gathering to promote the whole brand clothing industry chain. Wang Wenqing, deputy director of the consumer goods industry department of Jiangsu Provincial Industry and information technology department, said that Jiangsu Province has set up a brand clothing industry chain special class linked by the vice provincial leaders to strengthen the chain and supplement the chain. In the future, it will help more Jiangsu enterprises to improve in brand construction, intelligent manufacturing, new material development, creative design and other aspects in the future, and upgrade the domestic market with the innovation of Jiangsu brand.