400 yuan to buy a brand-name product originally priced at more than 1,000 yuan! 320 million yuan sold in 3 days, this type of clothing is sold out
2024-08-14
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
"Buy down jackets out of season, and enjoy a villa by the sea." It's summer vacation,Terms such as down jackets, which should have appeared in the autumn and winter seasons, have recently been "bought" and become a hot topic by many cost-conscious consumers.
At the other end of the industry chain, Pinghu China Garment City, the country's largest and most influential professional down jacket market, attracted more than 4,500 merchants to shop in just three days, with a turnover of 320 million yuan. The off-season sales of down jackets not only benefit consumers, but also allow merchants to find new growth points in the off-season.
△The off-season sales of down jackets have helped businesses find a new growth point during the off-season. (Data picture provided by Photo Network)
Merchants buy up the off-season down market
"Since 2017, many businesses have started selling off-season items. This year, they put up discount promotion signs early, and some even shouted 'starting from 10% off on all items', attracting many wholesale buyers. Some businesses also display their products directly to consumers through live streaming and short video marketing." On August 12, a relevant person in charge of Pinghu China Garment City said.
As a famous clothing manufacturing city in China, Pinghu City, Jiaxing, Zhejiang contributes more than 80% of the country's down jacket production.Pinghu China Garment City, located here, is not only the largest down jacket wholesale market in the local area, but also the largest down jacket professional market in the country. Among its more than 2,300 merchants, nearly 2,000 sell ready-made down jackets.
This summer, down jackets at Pinghu China Garment City are once again a hot seller.In just three days, Pinghu China Garment City attracted more than 4,500 merchants to purchase, with the number reaching 2,000 at peak times, with sales reaching 1.6 million pieces and sales revenue reaching 320 million yuan.
"The wholesale price of down jackets is half the price this season. During the peak season, the average purchase price of a piece of clothing is 400 yuan, but now it is less than 200 yuan." Ms. Li, a merchant who runs a women's clothing store in Zhuzhou, Hunan, came across the province specially to stock up for autumn and winter sales. She took a fancy to 9 down jackets of the Moshang brand clothing.
For wholesalers in the clothing city, the down jackets available for wholesale in the store recently are mostly the "hot items" of last winter, which are also called "off-season items" by people in the industry.
"We kept 30 types of down jackets last year, totaling about 300,000 pieces, and started selling them at low prices in March this year. In the past few months, sales have exceeded 50 million yuan."Yang Long, the brand manager of Moshang, said that since he started making "off-season items" in 2020, he has been able to clear out the off-season stock almost every year before the peak season.
The July report of "Pinghu China Down Jacket Index" shows that the down jacket prosperity index was 104.28 points, which was above the boom-bust line. Among them, the development confidence index was 106.06 points, and the business conditions index was 102.64 points, both within the boom range. The market survey results show that 43% of the merchants in Pinghu Garment City have increased their order volume that month, and more than half of the merchants are very confident about the future market.
Low-priced down jackets attract consumers
On the other side of the business, consumers are also enthusiastic about buying off-season down jackets.
"I spent 2,400 yuan to buy 10 down jackets," "I bought a Yalu store originally priced at more than 1,000 yuan for 400 yuan," "After adding up various discounts, I only spent 27 yuan to buy a hooded down jacket at the Bosideng outlet store."...On the Xiaohongshu platform, there are more than 520,000 notes about "off-season", most of which involve down jackets.
"Although it's scorching hot outside, the store is well air-conditioned and I can easily try on down jackets. Also, there are more style choices now than in winter, and the prices are very attractive. It's a good time to grab a bargain," said Ms. Li, a consumer at the Bosideng store in Beijing.
In addition, cashmere sweaters, woolen coats and furs are also hot-selling in summer.Taobao data shows that during this year's "6.18" period, off-season furs ushered in a peak in transactions, with an average daily transaction amount exceeding 8 million yuan. Compared with the period from May to before the sale started, the increase reached 206%.
According to a research report by Founder Securities, currently about 75% of consumers have a budget of 200 to 1,000 yuan for down jackets. Therefore, buying off-season clothing such as down jackets in summer can not only allow consumers to prepare for winter in advance, but also allow them to enjoy unprecedented price discounts.
However, although the off-season sales of down jackets are a "two-way rush" for merchants and consumers, on the other hand, this marketing strategy can also become a double-edged sword. The July report of the "Pinghu China Down Jacket Index" believes thatThe off-season live streaming sales of down jackets has set off a craze and has gradually transformed from clearing inventory into a marketing tool. However, the surge in sales in the short term may overdraw consumer demand and impact the autumn and winter market.
Regarding the seller's market, the above briefing suggests that merchants need to delve deeper into the field of original design, use unique creativity as a driving force, and enhance product added value in order to stand out in the upcoming peak season.
For consumers who want to "find a bargain", they should be careful before buying a down jacket in summer to see if the store has raised the price first and then announced a counter-seasonal price reduction. (Yu Jiaxin)
China Business News is compiled from The Paper, Chao News, Economic Daily, International Business Daily, Dazhong Daily
