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Weekly Quotes | The heat wave continues, the epidemic situation is difficult to suppress, and the sales of down jackets decline significantly

2022-11-13 来源：金绒浏览量：1554

summary

Duck down market fell this week, and the market continued to weaken.

The weather, epidemic, export and economic environment are all suppressing the down market, and the sales of double 11 down jackets this year have declined significantly compared with last year.

In recent days, the rapid growth of the epidemic situation in Guangzhou has aroused widespread concern. According to the data from November 1-9, 12879 cases were accumulated in 9 days, and the trend was still at a high level. Not only in Guangzhou, but also in Fuzhou, Chongqing and other places since late October.

At present, there is a huge contrast between the weather in the north and south of China, with snowflakes floating in some parts of the northwest, while many places in the south of the Yangtze River have set new records. On November 11, the temperature at Changsha National Station rose to 33.3 degrees, hitting a new high in November for the second day in a row. However, with a strong cold air moving south, Jiangnan and other places are about to usher in a significant cooling.

Monday: The price of white duck down and gray duck down fell, white goose down, and gray goose down remained the same

Exchange rate of USD to RMB: 7.2292

Tuesday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.2150

Wednesday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.2189

Thursday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.2422

Friday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.1907

good news

South China has become a new position for the growth of down jackets, accounting for 6 of the top 10 cities

With the arrival of cold air all over the country, many netizens began to discuss whether it was a cold winter or a warm winter this year, and some people even started to buy down jackets in advance. It has been found that 60% of the top 10 cities for down jacket purchase this year are in the south.

Passers by in the interview all said that compared with the low temperature in the north, the humidity and cold in the south are more harsh.

"The weather in the south is that it will enter winter after one night. If you don't prepare some down jackets at home, you may freeze to death."

"Sometimes I have to wear down jackets at home in winter, so I can't do without buying more."

"It's freezing cold, so I buy about four to five down jackets every year."

According to the Report on the Trend of Warm Clothing in Autumn and Winter of 2022 released by JD New Department Store in conjunction with JD Research Institute of Consumption and Industrial Development, Hainan is the province with the fastest growth rate of down jacket orders during the "Double 11" of JD this year.

The report shows that the South has become a new front for the growth of thermal clothing. In addition to the Yangtze River Basin, which is suffering from "cold and damp", Hainan has become the fastest growing region in the sales volume of thermal clothing in Jingdong Station. Among them, the growth rate of down jacket is 92.3% year on year, which is the fastest growing region in terms of turnover of the whole station.

In this regard, many Hainan citizens said, "Hainan is always' in winter in a second '. They will be uneasy if they do not have a thermal underwear or down jacket in the shopping cart on the Double 11 Festival.

Down jacket is in demand, and sports brands cause "chills" in winter

In the "Double 11" e-commerce promotion, a number of sports brands, including Anta, Li Ning and Di Sangte, are particularly competitive in down jackets, becoming the most eye-catching aspect of this e-commerce promotion.

In the official flagship e-commerce of Anta Sports, the sales volume of the main long thickened down jacket of Anta brand has already exceeded 10000 pieces. Although the most favorable price also exceeds 500 yuan, the word "10 pieces per person is limited" on the product details page is enough to show its "popularity".

In the down jacket sector this year, Anta's main brands have already made full preparations, but according to the pre-sale and early November data, they still exceeded expectations. At the same time, Anta champion series of down jackets featuring Olympic technology and higher value also won a good reputation again by virtue of the Olympic IP.

The popularity of down jackets also appears in many sports brands. Take Li Ning as an example, the monthly sales of its main down jackets increased significantly.

"Down jackets are selling much better this year." Xiao Cai, the person in charge of down jacket wholesale at Shishi E-commerce Qingchuang City's stall, said that from his stall wholesale situation, many e-commerce sellers had placed orders in advance in early September.

According to the store manager of Hangzhou Wulin Yintai Feile counter, "after the Double 11 activity started on October 21, our daily down jacket sales volume was about 3 times of the usual one. From the proportion of down jacket sales, it may have increased by 10% compared with last year."

Down quilts sell well in South Korea

Three days after the opening of the "Double 11" holiday of AliExpress, a large number of goods from AliExpress have been shipped from Shandong to South Korea, and even many orders have achieved "overnight delivery" and "three-day delivery" of cross-border e-commerce, which is close to the timeliness of domestic Jiangsu Zhejiang Shanghai parcel post area.

Behind the improvement of shopping experience, the preferred warehouse built by AliExpress and Cainiao played an important role, especially before the Double 11 this year, hundreds of thousands of Chinese goods were prepared in advance for the newly opened Yantai warehouse.

AliExpress's duvet brand Peter Khanun's sales volume in this year's Double 11 was 2.6 times that of last year. More than 85% of the goods sent to South Korea were sent out by Yantai Preferred Warehouse.

Mr. Yu, the head of Peter Khanun's brand, said: "Domestic merchants can do a good job in terms of products. The only thing to solve is the cost performance problem after adding the logistics cost. Now, combining Weihai Warehouse and Yantai Warehouse, we can ship to South Korea with a freight of only 23 yuan for the worry free standard 2kg goods, which makes our products more popular than local brands in terms of price."

bad news

The clothing factory is closed and orders are lost! "Winter" mode may be turned on

"The factory and the cloth market have stopped, so we can't ship..." On November 8, three days after the closure in Haizhu District, Guangzhou, a person in charge of clothing wholesale from Fengyang Street, Haizhu District said frankly.

Recently, the epidemic situation in Guangzhou has touched the hearts of people all over the country. In a short week, from dozens to hundreds to thousands of cases, people are very worried. Under the epidemic situation, Haizhu District, where a large number of garment factories are gathered, is also the hardest hit area of the epidemic.

Kanglu District, Fengyang Street, Haizhu District, Guangzhou is a concentrated outbreak point of the epidemic. It is understood that there are more than 100000 people living in the area covering an area of less than 1 square kilometer, as well as more than 5200 garment factories and storage enterprises, most of which are labor-intensive industries in the textile industry, such as garment making, accessories and other upstream and downstream industries.

Zhongda Textile Business District, the largest textile professional market cluster in China, is also located here. Zhongda Textile Business District is the epitome of Guangzhou and even the whole Pearl River Delta garment industry. More than half of the low-end women's clothing in China is still manufactured here.

November is the busiest month for online garment approval. With the outbreak of the epidemic, all progress has stalled and orders have been lost! The former head of clothing wholesale said: "The factory cannot ship goods. Now the inventory has been sold out, and there is nothing to sell. The business in the second half of the year is over."

As far as the textile and clothing industry chain is concerned, in November, the orders in the "golden nine and silver ten" peak season have ended. In fact, after the weak performance in the first three quarters, the market as a whole has lacked confidence in the fourth quarter.

From the perspective of the whole downstream industry, the textile export situation is still severe. It is expected that the textile industry will also enter the low demand season in November. Affected by the shrinking demand, the "cold winter" mode will also be opened.

The sales of down jackets have dropped significantly this year, but the high priced down jackets seem to be selling better and better

Down jacket has always been a hot sub category of Double 11, but the data shows that the sales of down jacket this year fell significantly compared with last year.

Among the top 10 brands of double 11 down jacket sales, Bosiden saw the smallest drop in sales, and the biggest drop was Gao Fan, who ranked second in the women's clothing pre-sale list last year.

Although the high-end down jacket brand was once infamous, the high price down jacket seems to be selling better.

The data shows that the sales volume contributed by down jackets with a unit price of more than 1000 yuan this year exceeds the price range of 500-1000 yuan; And in all price segments, the year-on-year drop of down jacket sales above 1000 yuan is the lowest, reflecting good compression resistance.

From the consumer side, higher prices mean better product quality.

Especially in the context of the repeated impact of the epidemic on economic expectations, as one of the unnecessary consumption, the budget of clothing, shoes and bags has been cut. According to the data of the National Bureau of Statistics, the sales growth of the clothing industry in almost every month from January to September this year was quite weak.

Then, more consumers will choose products with better quality and durability within a limited budget. This is also the reason why the overall sales of double 11 down jackets fell this year, while the sales of high priced products increased.

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