Consumers Began To Stay Away From Down Jacket Network E-Commerce Shopping

"We used to be afraid of electricity providers, but now we feel that the consumption of down garments is returning to traditional channels." Mr. Axin, director of the Dalian down sale store, said that nowadays, the down and down clothing sold by online channels is not good and bad. It is hard to distinguish true and false, and its impact on traditional channels is weakening.

"I feel The down jacket is still good enough to go to the physical store. After all, this kind of clothing can usually wear for two or three years, and the quality of feather needs to be felt by hand. Ms. Yuan said that last year, she spent nearly 800 yuan to buy a down jacket on the Internet, but when the goods arrived, she found that it was not as thick as imagined, although the feather inside it was not "drilled", but it felt not soft enough, and it also did not fit well on the body. Therefore, she positioned the online down jacket as an undesirable purchase experience.

"Nowadays, there are many counterfeit or inferior products on the Internet, and even a down jacket with long sleeves and short sleeves. In addition, some of the down garments sold by some online stores are filled with down quality. Mr Zhang said that the down jacket seemed to be more than that. Fit Offline purchase, because this garment needs trial production, and personally identify the quality of its products.

"Now it seems that the Internet channel of down jacket is not as terrible as originally thought, especially in Dalian, some shopping malls directly introduce down garment manufacturers, to a certain extent, weaken the electricity supplier's price advantage." Insiders say that the down coats with strong consumption attributes appear to be returning to traditional sales channels.

The weakening of the impact of online marketing channels tradition The down jacket manufacturers have breathed a sigh of relief, but this does not mean that there is no competitive pressure. "Nowadays, some fashion apparel brands and big brands have launched their own down garments, especially sports brands, and their feather down series are the main hits in winter. These new fashions, which pay more attention to fashion styles and tend to win more brand appeal, form a strong competition for traditional feather clothing brands and stores." Insiders say that in recent two years, this competition pattern is becoming more and more obvious. Like the clothing brands such as UNIQLO, VEROMODA, ESPRIT, and Nike, ADI, Lining, Anta and other sports brands, the down garments are eroding the market share belonging to the traditional down garment brand and store.

"In the face of new competitors, we have to make some changes." Mr. Zhang, director of the Axin down sale store in Dalian, said that now they are making great efforts to change the impression that only the traditional brand down clothing has the function of keeping warm. No matter from the manufacturer to the store, they all pay more attention to the fashionable style of the down jacket and the display in the store. More popular elements and display windows are introduced into the production and sale of the traditional brand down garments. Reporter Qu Jiayi

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The death of a company brand

"There are a lot of down garment production and processing enterprises in Dalian, but unfortunately, most of the enterprises are only processing raw materials, earning only a little processing fee." According to the insiders, this year, many overseas subcontracting enterprises in Dalian have been shrinking overseas orders, and they have taken orders from some domestic manufacturers. That is to say, nowadays some brands of down coats are actually "made in Dalian".

"Before, our company rarely made domestic orders, usually to South Korea, Japan, Germany and other brand down clothing manufacturers to do foundry, but in recent two years, some partners have transferred orders to Southeast Asia, such as Vietnam and Burma, and our overseas orders are shrinking. In particular, this year, orders for Down garments from abroad are less. Instead, we have taken some domestic orders, for example, some time ago, we made "JACK&JONES" OEM to produce the down coats of the brand. Dong Wei, director of a Down Garment Co. Ltd. of Dalian Development Zone, said.

"Heard that the famous feather clothing brand cold thinking has production base in Dalian too." Mr. Zhang, director of the Axin down sale store in Dalian, said that some clothing enterprises in Dalian have strong technical advantages and talent advantages in the production and processing of down garments, but they lack strong brands. Over the years, most of the down garment processing enterprises in Dalian are making wedding clothes for others, earning the smallest profit in the industrial chain.