As the weather gets colder, many people are starting to buy down jackets. What are the new trends and highlights of down jacket consumption this year?
Shanghai: Down jacket sales increase, young people tend to high-end products
Recently, reporters visited the Bosideng flagship store on Nanjing East Road in Shanghai, where many consumers came to buy down jackets. The person in charge told reporters that the passenger flow in October doubled compared with previous months and has now returned to the level of the same period last year.
Song Jiajun, general manager of Shanghai Bosideng Trading Development Co., Ltd.: This year, the entire down jacket industry is developing in a younger direction. In the past, the mid-to-high-end crowd mainly focused on those 35 years old. From the age of 45 to 45, this year there are obviously customers aged 25 to 35 who are purchasing some mid-to-high-end down jackets.
The reporter then went to a shopping mall on Nanjing East Road. In addition to the must-have sweatshirts and cotton clothes in autumn and winter, many brands displayed this year’s new models. For down jackets, a store manager told reporters that before October, the proportion of down jackets on display was only 20%, but now it is 50% to 60%.
For the consumption of down jackets, the peak sales season is from autumn and winter to the Spring Festival every year. Industry insiders said that since September this year, the temperature in some areas has been lower than the same period in previous years. In addition, the Spring Festival in 2021 Later, the entire sales cycle is extended, and sales of down jackets are expected to increase.
Xin Chunyan, a staff member at the north side of the First Department Store Commercial Center: Our sales of down jackets account for about 60% of the total sales. In the past, we sold about four or five pieces a month. Now I can sell 2 to 3 pieces a day. October this year was colder than last year, so many customers came early to buy down jackets. According to statistics, our down jacket sales this year will increase by 13% year-on-year.
Xuancheng, Anhui: The down workshop produces 24 hours a day, digesting 90% of this year’s inventory in one month
In down jackets, down is an important raw material. Factories place orders intensively in the summer, but this year’s peak sales season for down has been postponed to October. What’s going on? What are the recent changes in down prices?
At seven o’clock in the evening, at a local down production company, the reporter saw three trucks still waiting in line for loading. The warehouse was filled with finished down. The person in charge, Li Jiannan, He told reporters that since October, more than 300 packs of down have been delivered every day, and trucks are waiting for goods every day. Even if production is at full capacity, it cannot meet the demand for increased orders.
Li Jiannan, general manager of Anhui Xuancheng Mingjia Down Co., Ltd., said that generally speaking, clothing factories purchase a large amount of down from May to July every year, but this year due to the impact of the epidemic, early clothing Factories are in a wait-and-see mode. Recently, due to good feedback from the down jacket market and the lower temperature in some areas than in previous years, a large number of orders have been concentrated. On the other hand, as “Double Eleven” is approaching, online customer demand is also rapidly increasing. The sudden orders caught down companies off guard.
Li Jiannan, general manager of Anhui Xuancheng Mingjia Down Co., Ltd.: The delivery volume in October is equal to the sum of all previous months, and 90% of the inventory has been ordered. Only 10% is left in stock.
The rapid increase in demand for down has boosted the skyrocketing price of down.
Data show that in early May, the price of white duck down with 90% down content was 180,000 yuan per ton, which has been rising since August. In late October, it once reached 290,000 yuan per ton. Compared with May Prices rose by 61% last month, and recently hovered around 280,000 yuan.
Xuancheng, Anhui: Exports of down products have increased significantly, and orders are scheduled until the end of the year
On the one hand, orders for down have increased significantly, and the workshops are working overtime for production. , as a downstream down product manufacturer, what is the production and sales situation? What impact does down price changes have on the profits of product companies?
In a down product manufacturing company in Xuancheng, Anhui, workers are rushing to make down quilts and down pillows.Orders, the person in charge told reporters that these down products are mainly exported to countries such as the United States and the United Kingdom through the online platform Amazon. The number of foreign orders has increased significantly recently. Taking down quilts as an example, the demand for American users has increased from 500 to 2,000 pieces a day. , seven production lines are operating at full capacity, and they cannot keep up with the increase in orders. The orders are currently scheduled until the end of the year.
Liu Yanchun, Administrative Director of Anhui Haoyue Home Textile Co., Ltd.: From January to October this year, we have completed sales of 100 million yuan, and by the end of the year we have completed 130 million yuan. The total annual output value last year There are only 70 to 80 million.
Industry insiders told reporters that the recent surge in exports of down products is mainly due to the transfer of orders from India and other countries. Generally speaking, customers place orders two or three months in advance. The price of down has increased recently. The profits of enterprises have been squeezed to a certain extent, and they can only rely on volume to make up for the losses in the first half of the year.
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