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Weekly Quotes | Down jacket sales are booming, and the "Double 11" has entered the preparatory stage

2022-10-16 来源：金绒浏览量：1606

summary

This week, the down market was generally stable, but the market was relatively weak.

Affected by the cold air, the warm and cold proof market began to sell in an all-round way, and the sales of down jackets also ushered in the first peak period after the implementation of the new national standard. At the same time, clothing and home textile brands have entered the preparatory stage of the "Double 11", and some enterprises have begun to recruit workers.

Under the influence of the typhoon, there is a strong cold air going south, and the large-scale cooling will be carried out again. Recently, the temperature in central and eastern China has been seriously low, which has rapidly expanded the scope of autumn in China.

Recently, the Director of the Department of Communication and Prevention of the National Bureau of Disease Control and Prevention introduced that the current epidemic situation across the country is severe and complex, showing the characteristics of "many points, wide coverage, and frequent outbreaks". The risk of local cluster epidemic still exists, but it is generally controllable. At present, the number of new cases has decreased significantly, and all industries are operating normally.

Monday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.0992

Tuesday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.1075

Wednesday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.1103

Thursday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.1101

Friday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.1088

good news

The temperature drops sharply, and cold air brings "warm economy"

Recently, topics such as "Northerners have put on down jackets" and "Beijing has missed autumn" have been on the hot search one after another. Behind the hot discussion, cold air swept over many provinces during the National Day holiday, and "cliff style" cooling appeared in many places.

According to the deputy manager of Carrefour Beijing Shuangjing Store, the overall thermal insulation category has increased by about 10% compared with the same period last year. The winter quilt increased by 5% - 8% compared with previous years, and the clothing category in winter also increased significantly.

"The speed of buying clothes can't keep up with the speed of cooling." Lin Yi, who works in Nanjing, said. On October 7, in Nanjing Vientiane World, Bosideng, Li Ning, The NorthFace and other clothing stores have put on autumn and winter clothing. Some stores also offer autumn and winter discounts, and many customers try on and buy in the stores.

"Today is the last day of the holiday. Many people rest at home. The sales volume is high on the 5th." A salesperson of Bosiden Nanjing Xinbai Store told the reporter that this year, the brand launched a variety of lightweight down jackets. The weather was hot three days before the holiday, and there were few customers buying. After the temperature dropped on the fourth day, there was an increase.

In addition, during the National Day, the sales of online platform thermal products also increased significantly. According to the data of e-commerce platform, the sales of down jacket during the National Day increased by more than 140% month on month.

As of October 7, the order volume of Pinduoduo platform brand products has grown for four consecutive days. The chain growth of tents, sleeping bags, parent-child outdoor clothing and other brand products has exceeded 150%. The single day order volume of down jacket on October 7 has increased by 270%.

Under the cold wave, many consumers are in urgent need of keeping warm and want to "buy it now and get it free", which has driven the sales growth of cold protection products on instant retail platforms such as takeout. Meituan data shows that in the past week, down jacket sales increased by 68% month on month.

From the regional perspective, consumers in Beijing, Changsha, Taiyuan, Tianjin and other cities prefer "electric heating", and the sales of heaters and other equipment rank top. People in Wuhan, Zhengzhou, Nanjing, Jinan and other cities prefer "clothing heating", and the sales of down jackets and thermal underwear are high.

China's thermal insulation products are popular in Europe! It is estimated that there will be explosive growth

In the small household appliances section of Zhejiang Yiwu International Trade City, the operator Yuan Chafang introduced that, in the past, warm handbags were mainly used for domestic sales, while a small part of them were exported to Russia. Unexpectedly, a large number of European customers came to inquire this year. Now, the store is still unable to keep up with the pace of European customers asking for goods.

Not only handbags, electric blankets, electric heaters and other heating equipment have been welcomed by European customers. In this regard, Ms. Zhu, the electric blanket operator, was very surprised. She had almost no orders from European customers during her 26 years of employment. Since May this year, she has received many orders from European customers.

As the temperature drops, the operators predict that the thermal insulation products will enjoy explosive growth in the future, and they are also actively learning more about European standards or various certifications required by the EU. Relevant enterprises said that they had to book shipping space and containers in advance to meet the additional orders from customers in Europe and other places.

British media reported that more and more British people choose to use electric blankets, duvets and thick clothes to keep warm rather than turn on the heat. According to research company Kantar, the sales of duvet in the UK increased by 8%. And the sales of candles also increased by 9%, which indicates that people may be preparing for possible power failure in winter.

More than 5000 pieces are sold in one day, and the down jacket shopkeepers in Changshu doubled their stock this year

Changshu, tens of kilometers away from Suzhou, mainly produces down jackets and men's casual wear, which is part of the Suzhou clothing industry belt. The cluster advantage of the industrial belt not only ensures the collaboration between the upstream and downstream of the industrial chain, but also means that once the order is broken, it can be jointly undertaken and shipped smoothly.

Wang Yuegang, the owner of Tmall in Changshu, has stocked 100000 to 200000 pieces of down jackets this year, twice as many as last year. "The courage to stock up this year is much greater." Wang Yuegang said, "I have a factory and have outreach to more than ten factories. Once the double 11 orders are broken, we will add factory orders. Let's play together and expand."

Last year, due to the double pressure of warm winter and epidemic situation, a group of peers in Changshu textile industry belt did not live well. Wang Yuegang is therefore more cautious, "his heart is always hanging there". But this year's Double 11 is obviously a very different expansion from last year's.

His confidence comes from two sources. First, the team structure is gradually mature, the product structure is improving, and the SKU (minimum inventory unit) has doubled; On the other hand, we have seen the trend of sales volume explosion.

The value of down jacket is high, but the selling cycle is short, and the time to make money is only a few months. Wang Yue just advanced the production of this year to April, and began deep stocking in September.

To judge the sales of this year, October will be a harbinger - see if there are any good selling pieces. At present, there are 3-4 down jackets sold well in Wang Yuegang's shop. A goose down jacket worth 399 yuan sold more than 30000 pieces in more than a month. Men's wear is different from women's wear, and more attention is paid to the precipitation and accumulation of single items. "A single popular item can eat half a year".

For clothing merchants, "Double 11 is more important than New Year". Last year, the sales of Wang Yuegang's store accounted for one fifth of the year. On the Double 11 this year, Wang Yuegang predicted that the sales of the entire Tmall Store would reach more than 20 million, doubling.

He was excited by the sudden cold wave recently, and the business in the store was rapidly heating up. Wang Yue's newly opened store can sell more than 5000 pieces of down jackets every day. "If it is colder, it will certainly sell more than 10000 pieces".

bad news

US imports are expected to fall to the lowest level since early 2021

According to the monthly Global Port Tracking (GPT) report released by the National Retail Federation (NRF) and the consulting company Hackett Associates a few days ago, although retail sales continue to grow, by the end of 2022, the import volume of major U.S. container ports is expected to drop to the lowest level in nearly two years.

The founder of Hackett Associates said: "The growth of imports from the United States has lost momentum, especially the goods from Asia. The recent reduction in shipping company capacity reflects that even if consumers continue to consume, the demand for imported goods from retailers with sufficient inventory is also declining."

The U.S. ports covered by the Global Port Tracking report handled 2.26 million TEU containers in August, an increase of 3.5% over July and a decrease of 0.4% over the same period last year. At present, the data of September has not been released by American ports, but the report predicts that the import volume in September will be 2.07 million TEU, down 3% year on year.

In addition, the import volume in October is expected to be 2 million TEU, down 9.4% year on year; The import volume in November is expected to drop 4.9% year on year; The import volume in December is expected to decline by 6.1% year on year. The current predicted import volume in December will be the lowest level since February 2021 (1.87 million TEU).

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