With The Cold Air Coming Down, The Price Of The Down Jacket Has Gone Up, The Average Selling Price Is 1100-1200 Yuan!

As the weather gets colder and colder, the down jacket has become a hot word for consumption. Whether it is online or offline, the domestic down garment market has shown an overall upward trend.

Sunning's data show that sales of down garments have increased by more than 1.5 times in the past two weeks.

Shanghai 100th goods YOUNGOR store manager Zhou Hui: we now occupy 20% of the down jacket, and the general assembly is 40% to 45%. In October, the overall sales accounted for about 10%, accounting for 11% of the total turnover in October, an increase of 5% over the previous year.

Sales of Shanghai's 100th goods, the sales consultant, Wei Xing: this year's sales cycle is only about 15 to 20 days ahead of last year, because this year is a warm winter, and sales volume is 20% higher than that of last year.

Many shop officials told reporters that this year the price of down jacket has risen to varying degrees. Take Bosideng as an example, the average selling price of down jacket last autumn was between 700-800 yuan, and this year has reached 1100-1200 yuan. Insiders said that in recent years, foreign down jacket brands have entered the Chinese market to a certain extent, raising the psychological level of consumers.

The main battlefield of China's down garment industry has been concentrated in the price range below 1000 yuan for a long time, and the competition is extremely fierce. In 2015, the entry of Moncler and CanadaGoose greatly increased the price of down coats, and for the first time down the clothing into the luxury category (retail price of more than 5000 yuan), resulting in a huge market gap of 1000-5000 yuan in price. Bosideng's brand was keen to capture the market trend of change. Through the design upgrading and brand remolding, the average price of products was improved significantly. In 2017, the company launched the "extremely cold series" products, the retail price was 1899 yuan, but the sold out rate was as high as 90%. After 2018, the product price segment of Bosideng's main brand has increased from less than 1000 yuan to 1300-1500 yuan, and in addition, the product of more than 1800 yuan has also increased from about 4-5% to 25% in the past. In 2019, Bosideng may launch a down jacket of 5000 yuan or even more than 10000 yuan to further enhance its brand image.

According to the statistics of China Badminton Association, the average unit price of down garments in China has shown an overall upward trend in the past 2010-2018 years. In 2013~2015, the industry has generally cleaned up inventory, resulting in a decline in unit price. However, with the end of the inventory, the industry entered the price raising cycle, and the sales price of the down garment sold increased by 9% and 8% in the 2016-2017 years. With the continuous upgrading of consumption, consumer spending is more focused on quality and personalization, and high-end products are more popular. The average unit price of our down garments has also risen. In 2018, the average price of our down garments was 555.6 yuan / piece, up 7.51% compared to 2017.

Under the background of rising average unit price of down garments, the market size of our down garment industry is also increasing. According to the data of China Apparel Association, the market size of China's down garment industry has been increasing year by year. In 2018, the market size of China's down garment industry is about 106 billion 800 million yuan. Because of the change of consumer's consumption concept, the pursuit of fashion and brand has become the mainstream trend of the consumption concept of young people. Down jacket has changed from three to five years in the past to a fashionable single item with many demands every year.

Statistics and growth situation of China's down garment industry market size in 2014-2018 years

Source: Prospect Industry Research Institute

Not only physical stores are actively stocking, but also the electronic business platform is actively working. According to Tmall statistics, in September and October this year, Tmall's down clothing sales exceeded 200 thousand, an increase of 47% over the same period, with sales exceeding 140 thousand since October.

Li Shengchao, Tmall apparel management manager, said in an interview that consumers who buy down clothes are mainly concentrated between 35 and 60 years old. The main price bands are between 350 yuan and 638 yuan. We can clearly see that consumers from three to four have risen and become the main consumers of feather clothing.

According to China's market demand, China Apparel Association predicts that by 2022, the market size of China's down garment industry will increase to more than 160 billion yuan, and maintain a growth rate of over 10%.

Source: CCTV finance and foresight Industry Research Institute, collated by the global textile network, please indicate the source.