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2021-02-25     来源：金绒     浏览量：2644

1

The Chinese market has become a "life-saving straw", and international down jacket brands further increase their layout

The cold wave in 2020 has stimulated the overall sales of down jackets in China, and has also benefited many brands focusing on this category.

"Such a hot sales exceeded our expectations." Speaking of Chinese consumers' enthusiasm for The North Face down jackets, Marvin Marvin, president of the Greater China region of VF Corporation, was also surprised.

In fact, it is precisely because of the fierce performance of the Chinese market at the end of 2020 that drove the overall performance of VF Corporation in the third quarter of fiscal 2021.The financial report as of December 26, 2020 shows that on a constant basis, VF's global revenue fell by 4%; Greater China revenue increased by 11%, of which China achieved a 15% growth.

In December last year, the joint series of The North Face and Gucci was released, and high-luxury brands and outdoor fashion brands joined forces.In China, Gucci spokespersons Ni Ni, Li Yuchun, and Lu Han performed this joint down jacket, which caused heated discussions in the trend circle.

Marvin said: "The Asia-Pacific region, especially the Chinese market, brings new business opportunities to this industry. Thanks to the rapid development of China's economy, we are also continuously increasing investment in China."Last month, VF announced its business transformation plan in the Asia-Pacific region, including moves to move its brand operations center from Hong Kong to Shanghai.

Not only The North Face, but also the down jackets of many luxury brands have gained huge profits in China.

According to financial data released by Moncler, its sales in the Asian market have achieved a 2% growth in 2020, which is the only area where Moncler has achieved growth in the world. Among them, the Chinese mainland market led the region with double-digit growth, especially in the fourth quarter.

In addition to Moncler, the recent financial report released by Canada Goose, a Canadian down jacket brand, shows that in the three months ending on December 27, 2020, Canadian goose net sales have increased by 4.8%, and it has achieved sales growth for the first time after the epidemic. Direct sales net sales increased by 41.7%.

In addition, the financial data released by PRADA Group in January also showed that in the second half of 2020, PRADA Group's retail channel sales fell by an average of about 6%, while retail sales in the Chinese market increased by 52%.Italian luxury brand Valentino (Valentino) last year affected by the epidemic sales fell 27% year-on-year, while retail sales in mainland China increased by 44%.

In 2020, affected by the epidemic, the global luxury goods industry will be hit, and the Chinese market will be the first to pick up. According to Jefferies research, China's share of global personal luxury goods consumption has soared since the outbreak, from 38%~39% in 2019 to 80%~85%.

Jefferies also believes that by 2025, Asian consumers will account for 70% of global luxury goods consumption, adding that “future growth will be more driven by the Chinese market than ever before.”At the same time, luxury brands are further increasing the size of the Chinese market.

In order to cater to the needs of Chinese consumers, more and more foreign down jackets and luxury brands have accelerated their online channels and settled on domestic e-commerce platforms. Some brands have opened marketing accounts such as Xiaohongshu and Douyin. More and more new series debut shows are held in China.

2

Xintang down stimulates the digital engine and bursts out new potential for entrepreneurship

Xintang has a good location advantage and is seamlessly connected with the main urban area of Hangzhou.The advantages of a solid industrial foundation and well-developed traditional industries provide carriers for industrial digitization.

Xintang implements the development strategy of "expanding bases outside and strengthening headquarters inside", uniting with Liuqiao Group, Huaying Xintang Down, Fangxiang Industrial and other enterprises to effectively drive the interconnection of transportation facilities in the region and the full flow of market resources.This provides the possibility for the healthy development of the massive economy and the transformation and upgrading of traditional industries.

At present, Xintang is actively promoting the upgrading and transformation of the traditional down and home textile industry, solidly advancing the innovation-driven development strategy led by intelligence, vigorously developing the intelligent industry, and promoting the intelligent upgrading of traditional industries.

The digital economy is an important direction for the new round of technological revolution and industrial transformation. The development of the digital economy is a major strategy to conform to the trend of the times and seize development opportunities.Xintang is actively planning the "146 layout" of the down industry, that is, building an innovative service complex for the down industry, cultivating 4-5 key enterprises with an annual sales output value of more than 2 billion yuan, occupying 60% of the market share, and further enhancing Xintang down industry in the country Market share, competitiveness and popularity.

3

Laying the foundation for the economy in the first quarter, Jiangsu Tongzhou Home Textiles Park was lively and restored

At the Radisson quilt store, Wu Haijin, the sales manager, is calling the clerk for a meeting. When it comes to the development of the company this year, Wu Haijin is full of confidence, “Last year we added another store and warehouse in the east area of Home Textile City, and sales volume will continue to increase this year.”

Ronghuiliangpin is an enterprise that produces duvets. The boss, Zhao Peng, said: “Last year, due to the epidemic, we could not produce for two months, but our annual sales eventually exceeded 100 million yuan. This year, I will not only develop the online brand of Demor, but also become a big “down kingdom”. This private brand has made a name in the duvet industry. I am confident that it will achieve sales of 150 million yuan and hit 175 million yuan."

“Most of the stores have been restored to the market. Of the 84 large-scale industrial enterprises, 30 have already resumed work. It is expected that by the first half of the month, 100% of key enterprises will resume work, and more than 80% of regulated enterprises will resume work." The relevant person in charge of Chuanjiang Town said, The equipment opening rate after the company resumes work will be increased as soon as possible, which will give a good start to the economic indicators in the first quarter and lay a good foundation.

4

After the price of raw materials increased, the entire textile circle of friends became lively: all thinking of ways to coax you to buy!

After the Spring Festival, the textile market can almost be described in one word, that is, "rising". Starting from crude oil, raw materials, fabrics, down, etc. have subsequently increased. The textile people’s circle of friends has not had such a hot price increase for a long time.

After many consecutive days of shouting, the textile people's circle of friends began to undergo subtle changes, from simple and straightforward price increases to implicit and poetic persuasion to buy.

The entire circle of friends is thinking of ways to persuade you, scold you, and ask you to buy raw materials and fabrics quickly, to see if it makes people a little confused.

5

Myanmar: Epidemic and strike make it difficult for Chinese companies in Myanmar

According to reports, on February 1st, when the Myanmar military took over power, government members including President U Win Min, State Counsellor Du Aung San Suu Kyi and others were arrested and detained.A large number of people took to the streets to protest and started the "civil disobedience movement." Strikes broke out on the 22nd and traffic in many cities was paralyzed.

EU foreign ministers agreed on the 21st to impose sanctions on the Myanmar military, but said they would not restrict trade ties with Myanmar.The European Union's high representative for foreign and security policy Borelli said that if trade restrictions are imposed on Myanmar, thousands of textile workers in the country will lose their jobs, and this will not affect the interests of the Myanmar military.

According to statistics, among the more than 600 textile and garment enterprises in Myanmar, more than 300 are Chinese-funded enterprises, employing more than 300,000 local Myanmar people.The strike has a great impact on Chinese companies.

According to reports, there have been requests from customers to transfer orders, and orders have been arranged to be transferred back to China or other countries that can be accepted after September.

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