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Weekly Quotes | The cold air keeps on, boosting the sales of down products

2022-12-11 来源：金绒浏览量：1508

summary

The price of white goose down and white duck down rose slightly this week.

Recently, due to the cold weather, the sales of down products have shown an upward trend, and garment factories have also made some replenishment in due course. Since December 9, a new wave of cold air has quietly started, bringing 4~8 ℃ cooling to the north of the Yangtze River, but this is just the beginning of cold air activities. Two strong cold air lines up south before December 14 and after December 16.

The topic of "Baoding epidemic situation" has been hot on microblogs recently. It is said that "people are infected in a large area", but the symptoms have been alleviated quickly, and the production and living order in Baoding is being restored. With the relaxation of prevention and control measures, China may face large-scale epidemic impact in the next one to two months. Experts said: Bite your teeth through the peak of infection, and life will be normal.

As the United States is China's largest single export market, the sharp decline in exports to the United States in November has a great impact on China's overall export situation, as has the export of down and its products. The analysis found that the United States originally imported a large amount of bedding and clothing from China, but now it has turned to import a part from ASEAN countries.

Monday: Prices of all categories are flat

Exchange rate of USD to RMB: 7.0384

Tuesday: The price of white goose down rose

Exchange rate of USD to RMB: 6.9746

Wednesday: The price of white duck down rose

Exchange rate of USD to RMB: 6.9975

Thursday: Prices of all categories are flat

Exchange rate of USD to RMB: 6.9606

Friday: Prices of all categories are flat

Exchange rate of USD to RMB: 6.9588

good news

Down jacket enterprises that strictly control quality work overtime, while garment factories in low-end markets have no work to do

Xiao Wang wanted to buy a short down jacket. After reading it online for a long time, he was not satisfied. He finally chose a jacket offline. "The clerk told me that this is an outdoor style. The fabric is waterproof and windproof, and should be able to wear it for a long time. It cost nearly 3000 yuan, which is really the most expensive down jacket I have bought“

Nowadays, at various down jacket sales points offline, you can easily turn over the clothes tag, whether short or long, and you can see that the price is more than 1000 yuan. And the same is true for the price of down jackets on online e-commerce platforms.

Why are down coats so expensive this year? Some people believe that it is the new national standard that has affected the cost of down jacket, and this winter is the first sales season after the new national standard for down jacket was launched.

Wuchuan, Zhanjiang City, Guangdong Province, has the title of "Home of Down in China". Chen Wenjian, the president of the Municipal Down Industry Association, introduced that under the original national standard, 90 down can refer to the down content of 90%, and its down content is more than 81%, while under the new national standard, 90 down refers to the down content of more than 85%. So what does this change in the new national standard mean for the raw material side?

Chen Wenjian said: "In terms of raw material consumption, the down content has increased from 81% to 85%. Some manufacturers want better quality, and the down content will use 90%, and the cost increase is obvious." According to the data of Down Gold Network, taking the quotation on December 1 of this year as an example, 80% of the white duck down was quoted at 283.2 yuan per kilogram. 90% white duck down is priced at 340.20 yuan per kilogram, 20% more expensive than 80% white duck down.

However, Chen Wenjian said that after the introduction of the new national standard, the increase in the cost of raw materials is only one of the reasons for the rise in the price of down jackets. In recent years, the whole garment industry is moving towards high quality, as is the down jacket industry. In the process of brand promotion, it is bound to increase the investment in marketing communication and channel flow, which will be reflected in the selling price of products. This is another reason for the price rise of down jacket.

From June to November every year, it is the peak production period for garment enterprises focusing on domestic sales. Chen Wenjian noticed that after the introduction of the new national standard, garment enterprises that had strictly controlled the quality of their business became better and better. "For example, at present, the garment enterprises with the highest sales are still busy working overtime, while some garment factories in the low-end market have no work to do. This shows that the down jacket industry has been divided, and consumers are increasingly recognizing the middle and high-end market with good brand and quality."

The orderly resumption of several wholesale markets in Guangzhou

"After the market resumed business, we were very busy. We were busy sorting out the newly arrived down jackets while seizing the time to pack and send the customer's orders." Ms. Pan, who has been operating in the Baima clothing market for more than five years, said, "Recently, Guangzhou is cooling down and orders for winter clothing are full."

Guangzhou Baima Garment Market resumed operation on December 2, welcoming the return of employees and the presence of garment buyers. "After all, the end of the year is the peak season of the clothing industry. With the cold air in Guangdong, merchants are actively returning to work and production. According to our preliminary statistics, at least 95% of the merchants have opened on the first day of the market resumption." Baima clothing market said.

It is understood that the wholesale markets such as Zhonggang Leather City and Yima Garment Plaza have been reopened in succession, and the Zhongda Textile Business District in Haizhu District has also been set to reopen on December 5. The Guangzhou Specialized Market Chamber of Commerce said that at present, the Chamber of Commerce will gradually organize the restoration of market order, the disinfection and sterilization of places and the appeasement of merchants.

In recent days, the temperature has dropped sharply. The relevant person in charge of Guangzhou Friendship Store revealed that the sales of men's and women's clothing in the shopping mall have increased significantly; The sales volume of men's and women's clothing, sports and leisure clothing in Time Aolai Store doubled compared with the previous week. "When customers purchase warm clothing this year, they pay equal attention to warmth and beauty, and fashionable down coats and jackets are popular."

Guangbai Department Store also organized various malls to carry out cold resistant commodity exhibition activities. According to the Beijing Road Store of Guangbai Department Store, some brands launched the activity of "Buy It Now" of 180 yuan for down jackets during the epidemic, with a year-on-year growth of 330%. At the same time, the sales of overcoats and down jackets in women's clothing malls are popular, with women's clothing brands selling 430000 yuan of various coats every day.

The sales of children's down jackets in the Guangzhou regional market increased by 200% year on year; Charge clothes and trousers increased by 110% year on year; Sleeping bags increased by 180% year on year; Down jacket for outdoor sports increased by 3.9 times year-on-year. According to the data of the retail platform, on November 29 alone, 197 down jackets were delivered to Guangzhou consumers through takeout riders.

"Down jacket" ranks fifth in Yiwu shopping hot search

According to the latest index displayed on the official website of "Yiwugou", the search traffic for the keyword "down jacket" is increasing. Two months ago, the word "down jacket" ranked 64th among the most popular keywords, but recently its name has entered the top 5 of the search volume.

According to the big data of Yiwu's small commodities, the search traffic of the official website "down jacket" soared in November, 484% more than September, nearly 200% more than October, and the search conversion rate was more than 800%. This means that tens of target buyers are guided to the official website every day. They search for keywords, click to browse and place an order for down jacket products.

The platform shows that although the number of down jacket orders in the past six months is almost the same as that in the same period last year, the order turnover has increased by 45% year on year. With the cold weather on schedule, the down jacket purchase market is warming up, and the purchase amount of a single order has increased.

Although the epidemic situation continues repeatedly, the market for warmth preservation is fair with the blocking of heating in Europe this year and the cold winter in China. The down jacket market not only has a considerable sales volume, but also the buyers who click and purchase "long down jacket" under the keyword segmentation are the majority.

According to the person in charge of Binhua Garment Store in Huangyuan Garment Market, all orders for its down jackets this winter came from Yiwu. com. On November 30, a new European customer contacted him through the website and bought hundreds of high-quality ordinary men's down jackets.

He said that since September this year, many customers have come to inquire about down jackets and placed orders, many of which are new customers from Chile and Europe. Chilean customers prefer medium and long styles, while European customers who used to like to wear leather clothes and leather jackets for warmth are now buying down jackets. On the whole, the demand for down jackets is on the rise this year.

bad news

The growth rate of import and export slowed down significantly in November, and the external demand further weakened

The data released by the General Administration of Customs on December 7 showed that China's total import and export value in November was 3.70 trillion yuan (RMB, the same below), a slight increase of 0.1% year on year, and the growth rate slowed down significantly from 6.9% in October, hitting a new low since May this year.

Among them, the export reached 2.10 trillion yuan, up 0.9% year on year; Imports reached 1.61 trillion yuan, down 1.1%; The trade surplus was 494.33 billion yuan, with a previous value of 586.81 billion yuan.

The decline rate of both imports and exports exceeded market expectations. Analysts said that the continued year-on-year decline in exports in November was mainly due to the further weakening of external demand and the suppression of growth in the current period from the high base in the same period last year. In November 2021, China's exports grew by 22% year on year.

According to previous analysis, with the deepening of the winter energy crisis in Europe, some manufacturing enterprises were forced to stop production, which may increase the demand for Chinese exports, but China's exports to Europe continued to decline in the past three months. At the same time, the United States is China's largest single export market, so exports to the United States fell sharply in November, which has a great impact on China's overall export situation.

In November, China's textile and clothing exports to the world totaled 172.94 billion yuan, a year-on-year decrease of 5.9% and a month on month decrease of 0.3%. Among them, the textile export was 79.88 billion yuan, a year-on-year decrease of 6.0% and a month on month increase of 1.4%; Garment export was 93.06 billion yuan, down 5.9% year on year and 1.7% month on month.

Some analysts believe that the impact of overseas economic downturn on China's exports will continue to be reflected, and China's export growth in December is likely to continue negative year-on-year growth; However, as the impact of the domestic epidemic fades, the decline in exports in December may narrow.

There are fewer affordable down jacket styles on the market this year than before

When the temperature drops suddenly, young people who haven't had time to buy down jackets suddenly find that they can't afford it. Moreover, it is becoming more and more difficult for ordinary consumers to buy a down jacket that is "warm and good-looking at the right price".

Down jackets with a price of less than 500 yuan that many people accept are not without, but many consumers report that the quality of affordable products is uneven, the ingredients are shoddy, and the style is outdated.

A down jacket merchant in Pinghu revealed that the affordable down jacket styles on the market this year are indeed less than before. "The market situation has been bad since last year. By the end of October this year, some well-known secondary wholesale markets stopped taking goods. Our manufacturers have a lot of capital pressure. One company can make up to five or six models at most, and there is a lot of hoarding."

He said that due to the obstruction of conventional offline wholesale channels, many manufacturers turned to online channels to channel their own retail business through live broadcast or grass planting platforms. However, the road of e-commerce is not so easy. "The simplest thing is that it is difficult for consumers to see your clothes, let alone trust you and place orders."

"It is true that the physical manufacturers are under great pressure now, and the product width is limited. If they can only print two or three versions, they must give priority to the popular ones that sell well in the market." A senior practitioner in the clothing industry said that this has led to fewer choices for ordinary consumers. Besides, down jackets are the most likely to be fake and have uneven quality.

"Some take white duck down as white goose down, some take 50% of the down content as 90%, and some do not even indicate the filling amount, which is difficult for ordinary consumers to distinguish unless they take it for quality inspection." He said frankly that whether the quality of down jacket is guaranteed depends almost entirely on the brand and the business itself.

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