Down store does not dare to go up

The brand owner who thought that “down jackets must rise” is facing a rather embarrassing situation when winter comes.

As early as May of this year, bird flu suddenly struck, resulting in reduced down materials and rising costs. Many people predicted that down jacket prices will rise this winter. However, the time has come to purchase winter clothes, and from the perspective of major shopping malls in Hangzhou, the down jackets on the shelves have always been “unchanged.” Whether the price of down products in the winter has changed and how the sales situation has changed. Has the previously suspected “sequelae” of bird flu emerged?

The price of down-filled linings has risen by 30%, and the price of down apparel has not been changed.

As temperatures fell on Monday, people took down their home duvets to the mall to charge their velvet, or simply bought new duvets and down coats. However, customers who were busy with stuffing and carrying new clothes had different experiences.

"The price of down-filling is obviously more expensive than last year. Last year I came to more than 700 pieces and this year it took more than 800 pieces." Aunt Chen, who lives in Mishixiang, went to the mall last weekend and wanted to give the duvet down-filling. The price is much higher than last year. The reporter learned from the solution of 100 stores and Baida, that the price of down-filled down-filled fabrics was indeed a bit expensive this year, “the rate of increase was between 10% and 40%, and there was generally a 30% increase.” The staff of Jiebai Plaza said.

The increase in down-filling prices is due to the bird flu in May this year. The bird flu outbreak has caused the number of white duck feathers and gray duck feathers to drop sharply. The purchase cost of many down manufacturers has increased by 50%, causing the prices of down feathers to enter retail terminals to rise.

The filling of velvet is the best window for the “naked” performance of down prices. However, in contrast to the new down jackets of major counters, the price is still “being fixed”.

From the point of view of several shopping malls in Hangzhou, many counters have been put on new down coats, and the prices are based on the style and thickness, and they range from 700 to 3,000 yuan. “This price is no big difference compared to last year. Feather material prices have actually increased, but the brand side has tacitly pressed down the price when ordering.” said Guo, Manager at Jiebai Shopping Mall. From the down apparel brand point of view, the purchase guide of Bosideng counters also said that this year's price is similar to last year, there is no price increase, Bosideng's control over the price, but also affect the other down apparel industry brands pricing strategy.

Some brands quietly lowered the price of down jacket winter clothing prices did not change significantly, then other such as coats, jackets, sweaters and other winter clothing, how does the price change?

The reporter visited the famous clothing collection store in Hangzhou. It was updated early in the winter and the store was undergoing a full-on promotions. The price of some thick sweaters was basically below RMB 1,000. Some of the thin sweaters were even folded. The price is less than 200 yuan. "I feel a lot cheaper this year. In the past, the winter clothes in this shop had to bite the bullet and have to wait for the big sale price. Now the price after doing some activities is a lot cheaper than before." Zheng often visits it. *Say.

Informed sources said that it has lowered the price of winter clothes by 10% this year in order to move closer to the Hong Kong region. Although this price reduction has not received a response from it, the store staff said: "This year's discount activities are more frequent than last year. Many of them have more advantages in price."

Judging from the department store's women's floor counters, the price of winter clothes this year has not changed a lot. As the new time is generally ahead of last year, many winter clothes have already been discounted this year, or participated in a "full delivery" event. . In terms of down jackets, this year's major fashion brands still use thin and light down jackets as the main push product. Although prices have not changed so much, but many guests have found that down jackets have become “more and more frivolous”, although the brands claim to be “more lightweight and warmer” ", but under the pressure of rising raw materials, this pricing strategy is somewhat puzzling.

E-commerce impact, the physical store did not dare to rise but want to rise this year, many down jacket stores put the new time early to late summer, evolved a "hot day to sell down jackets" scenario, many brands even started to do a new one New product promotion.

“The brands all want to grab saliva, but the effects of bird flu make it difficult for many businesses to take advantage of the timing of the shipment. The timing of releasing the goods is not the same and will directly affect sales.” . As a result, down jackets generally appeared earlier this year on the market.

In fact, for this kind of "abnormal" appearance, there is still a kind of pressure that is more than the rise of raw materials, which causes headaches for brand owners. That is the influence of online shopping.

At present, Bosideng, Xuezhongfei, Deer and other well-known down apparel brands have an official flagship store at Tmall. Although the overlap rate between the goods and the store counters is very low, they are of the quarter or ** network channel style, but the price It is clearly there, and the discount has basically dropped below 50%. According to the data provided by the shopping website, “down jacket” has grown several times before “double 11”.

A supplier who has done business for many years in the down apparel business said that the down apparel brands in department stores have all survived intense reshuffle, but at present they can only rely on discount promotions to boost sales, and the purchasing power of physical stores continues to shrink. With the rise of online shopping methods, of course, are inextricably linked. In the future, the online channel will still be the brand's “sewer”. However, the entity’s advantages in using the offline market have not come up with a good solution. Therefore, it is now facing the most “difficult” winter in years.