Jiang Hengjie'S Interpretation Of The Development Direction Of Down Garment Industry

Recently, with the gradual colder weather in the north, all kinds of down coats on the market have begun to be placed on the counter of the shopping mall.

According to China

According to the Specialized Committee of the down garment and Products Association, sales of down garments have dropped for 4 consecutive years under the pressure of market competition.

At the same time, the down garment industry is showing some new characteristics: for example, the rise in cost has led to a rise in the unit price of sales, a sharp decline in the growth rate of the anti season sales, a popular trend of light and thin fashion, a leading role in department stores, and a new market for e-commerce channels.

It is understood that last year, China's scale down garment enterprises produced 264 million down garments, an increase of 12.02% over the same period last year.

However, due to the warming of the climate and the impact of online store sales on traditional sales, the sales of down garments in 2011 dropped by 2.1% over the same period last year.

In addition, affected by the European and American economies, the export of down garments is blocked and the domestic market pressure is increasing.

How will the down garment market develop in the future?

Jiang Hengjie, director of Specialized Committee for Down garments and products, believes that the down garment industry should inject fashion into "blood" and at the same time grasp the positioning consumer groups and strive to have their loyal customers at an early date.

Careful observation of the market will show that in the past, the appearance of the thick and monotonous feather coat has been abandoned by the market, and in winter it needs both beauty and warmth. People hope that the down jacket will keep warm and cold while having fashionable styles, various colors and fashion elements.

Innovation is the driving force of clothing development, and design is the soul of clothing.

For example, Boston's icy down jacket has positioned itself as a consumer of urban fashion young women.

Of course, only fashion design is not enough, and more innovative marketing mode.

Ice cleaning

General manager Wang Dao Cheng said, "we need to communicate with consumers in a way that young people love."

According to this concept, icy entertainment marketing, network promotion, micro-blog interaction and a series of new activities continue.

The icy down jacket has been keeping the new avant-garde image and is in the leading position in the industry.

With the rise of the online shopping market, the "online" market has increasingly become the battleground of all garment enterprises.

In recent years, Bing has also begun to try the way of "online" and "offline" sales at the same time, changing the sales mode of traditional clothing enterprises, and closer to the consumption habits of young people.

"Only if a brand has the charm of guiding the trend, can it win the ability to control the market.

Others can imitate only the type and fabric, but can not learn the essence of your style and ideas.

Precise focus, innovation and development, this is the real way to win the brand.

Gao Dekang, chairman of board of directors of Bosideng International Holdings Ltd.