Domestic down jacket testing water high end needs market inspection
Experts said that the transformation of domestic clothing brands need to be rational, so we should not easily abandon the cost-effective positioning.
As the weather gets colder and colder, the number of people who buy down clothes gradually rises. Many people found that the price of down jacket this year is generally higher than in previous years. According to a survey conducted by the workers' daily, some domestic brands have also taken a high-end line in addition to the rising prices of raw materials.
Not long ago, when Xu Mingbo visited Beijing, he saw a down jacket, but the price of 2000 yuan made him hesitate. "I like the design very much, but the price is a little high. Last year it was much cheaper than it is now."
Consumers who share the same feelings with Xu Mingbo are not in the minority. According to the sales data released by Tmall, Bosideng took an average price of 700 yuan ~800 yuan last autumn, but this year's average price has reached 1100 yuan ~1200 yuan. The price of many brands of down coats has also increased.
"The main reason why the down price is generally rising is the improvement of the down price." Guo Xiao, general manager of Shandong Shi Xin spinning industry group, said that the price of down has been rising from September 2016 to the first half of this year.
"Taking the mainstream white cashmere with 90% cashmere volume as an example, the market price at the beginning of September 2016 was about 190 thousand yuan per ton, and this year reached a maximum of 450 thousand yuan." According to Guo Xiao, if the down garment manufacturers using these stuffing materials also have the same amount of feather filling, the selling price will rise correspondingly if they want to ensure the same profit.
"The entry of foreign brands has also lifted the psychological price of consumers to a certain extent." Liu Zhexi, lecturer of the school of international business and economics of the University of foreign trade and economics, said.
According to media reports, foreign brand canadian goose down clothing is very popular in China, and its selling style price is around 8000 yuan ~1 yuan.
Foreign down jacket manufacturers compete for domestic high-end market share, while domestic down garment manufacturers are also unwilling to be outdone. In October 30th, Bosideng launched 7 Dengfeng series down garments, which are named after seven famous peaks in the world. The cheapest style is 5800 yuan, and the highest price is 11800 yuan. Bosteng financial director Zhu Feng before the public has said that the price of its down jacket in 2018 increased by an average of 20%~30%, will continue to raise prices in the future, the main product price will be 1500 yuan ~2000 yuan, to enhance the proportion of high-end products.
The sales figures of "double 11" over the winter revealed by a number of electricity suppliers show that although the price has risen, the sales of down garments are growing. However, in November 12th, reporters found in Tmall Bosideng official flagship store that its Dengfeng series down jacket has quietly gone off. The monthly sales of down coats priced at 11800 yuan are 3, and the monthly sales of down coats priced at 9800 yuan are zero. The monthly sale of down garments priced at several hundred yuan is over 1000.
In Xidan, Beijing, which has been doing more than 10 years' down garment business, it is considered that the down jacket priced at 10000 yuan is no longer an ordinary commodity, but a luxury that adds social attributes.
"Consumers should return to reason when buying down garments, not too obsessed with the vanity of luxury. We should choose products with cost performance according to their own consuming ability. " Liu Zhexi said. He also believes that the transformation of domestic clothing brands needs to be rational, not to be haste, to have a clear understanding of the actual purchasing power of Chinese consumers, and not to abandon the cost-effective positioning. After all, brand cultivation is a long process. From high cost to high-end brand image, we need to overcome the huge gap between consumers.