Ice Jie fashion brand "offside" to seize the leader of down jacket

For three consecutive years, down apparel sales have declined, and many down apparel companies have been caught in an inventory crisis. The development of the down industry seems to be a loss. Bingjie, which is known as “young and stylish”, has risen suddenly in recent years. Last year, it also doubled its profits, emerged in the down apparel brand, and became the preferred down apparel brand after 80 and 90.

It is understood that Bingjie new 2009 in Xidan Shopping Mall in Beijing, the current day's sales increased by about 100% over the same period last year, and a counter in Shanghai's Manhattan Plaza, "a day" during the day's sales of more than 15,000 yuan . Bingjie new fashion for many down apparel brands in the show, took the lead shot this winter down jacket fashion war first shot, which continued to frustrate the down apparel industry in three years has brought a ray of recovery, but also foreshadowed the season with the clothing market The smooth development of the work, the accumulated strength of the down apparel market for many years also reached the critical point of the outbreak, and the melee between the major brands was explosive.

Abnormal fluctuations in the market sounded alarm bells down the collective to take the fashion trend

Recalling that in 2005, Bosideng, the leading brand in down apparel, broke sales of 2 billion yuan in January, sold hundreds of millions of sales in a single day, shocked the entire apparel industry, and increased sales of down apparel in previous years, from 2001 to 2005. The average annual growth rate reached 25.6%. While other categories in the apparel industry have encountered development bottlenecks to varying degrees, the down apparel industry is thriving. Down apparel seems to have suddenly become the last chance for the garment industry in this century.

The huge sales space has attracted a lot of manufacturers to invest in them. The big clothing brands have entered the down jacket project. They are not able to do the brand licensing. The dealers are desperately looking for down jacket brands, some do sweaters or other clothing. The distributor of the category partner has won the authorization of a big-name apparel down jacket, and a merchant will have over 100 million orders. Including foreign Pierre Cardin, Valentino, etc. also entered the down apparel industry, in 2006, detailed clothing big name, and who did not do down jacket?

The blind input of many parties has caused a large surplus of production. Coupled with the warm winter of 2006, the down apparel industry, which has already increased its production capacity too quickly, has become aggravated. The enterprises of small and medium-sized down jackets are facing a huge crisis. They started to sell their inventory at the base price and triggered a vicious price war. Competition, the new product did not dare to produce, in 2007 down jacket enterprises, Qicheng companies were eliminated, greatly beyond the company's expectations. The sales growth of the entire industry has slowed down significantly. According to statistics from the China Business Information Center, sales of winter clothes only increased by 5.76% over the previous year, an increase of 1.59 percentage points.

Some powerful companies unwilling to fight price war began to change their minds. At this time, Bosideng had already been developing in fashion and launched the brand “Bing Jie”, a young fashion brand. The down companies also realized that with global warming The warmth of down jackets is no longer a selling point. Fashionability, personalization, and seeking for differentiation will be even more important. In 2007, down apparel companies collectively changed their fashion line.