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jimu news reporter zhou dan

the temperature remains high, and out-of-season down jackets have become a hot topic.

recently, pinghu china garment city, the country's largest and most influential professional down jacket market, sold 1.6 million down jackets in three days, with sales reaching 320 million yuan, sparking heated discussions among netizens.

jimu news reporters found that many stores in wuhan are offering discounts on off-season down jackets. in some shopping malls, the sales of down jackets have even reached 3-5 times the previous level without discounts.

a clothing store sold 1.6 million down jackets in three days

according to the wechat public account "pinghu release", pinghu china garment city, the largest and most influential down jacket professional market in the country, sold 1.6 million down jackets in three days recently. more than 4,500 merchants went to purchase, and the number of people could reach 2,000 at peak times, with sales reaching 320 million yuan.

data shows that pinghu city, jiaxing, zhejiang province is a famous clothing manufacturing city in china. its clothing products include dozens of varieties of down jackets, sportswear, knitted clothing, children's clothing, etc. among them, down jackets have the most obvious product characteristics. more than 80% of the country's down jackets are produced in pinghu. last year, the city's annual shipment of down jackets exceeded 200 million pieces, with annual sales exceeding 45 billion yuan.

on september 2, a jimu news reporter contacted a down jacket merchant in pinghu china garment city. the merchant said that he had been selling off-season models for many years. this year, in order to sell out the inventory as soon as possible and sell new models earlier, the discount promotion time was earlier than in previous years, starting at as low as 10% off, thus attracting buyers from all over the country.

another down jacket merchant said that although the style is out of season, it is still in production. "the processing fee of down jackets is low in summer, so we should take advantage of this period to stock up on off-season styles." in this way, we can achieve small profits but quick turnover.

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on many e-commerce platforms, jimu news reporters noticed that many merchants are selling off-season down jackets. the product details page is marked with the words "off-season clearance" to attract consumers. the price is as low as tens of yuan, and you can buy a thin down jacket. one buyer commented: "i buy down jackets in the summer every year. anyway, the styles of down jackets are basically the same, and it is much cheaper to buy in the summer than in the winter."

sales of down jackets in wuhan offline shopping malls surge

jimu news reporters visited several business districts in wuhan and found that off-season down jackets were also selling well, with prices as low as 10% to 40% off.

liu yubo, a merchant at yunshang wuhan international fashion center, said: "off-season prices are about half of those in the winter peak season, and recent sales have almost increased by 3 to 5 times compared to the previous period without discounts."

"the main consideration is the price. for example, the down jacket i bought at the beginning of the month was less than half of the original price. the items are all the same and i'm not in a hurry to use them. i can save a lot of money by buying them off-season." many consumers said that the pursuit of cost-effectiveness is the main reason for off-season consumption.

wuhan offline stores

according to mall statistics, sales of off-season goods have increased sixfold since august, and many merchants are clearing out their inventory and offering discounts on top of discounts.

according to analysis by insiders in the clothing industry, the cost of down jackets is mainly down, and the cost of down is the lowest in april every year. in april this year, the price of 90% white duck down raw materials was 420,000 yuan/ton, the highest price in the past five years. by august, the price rose to more than 500,000 yuan/ton, and it is expected that the price will be even higher in winter. therefore, many manufacturers will purchase a batch of raw materials before the arrival of summer, which is one of the reasons why down jackets are sold at a relatively low price in summer.

merchants clear inventory and buyers benefit

the trend of off-season consumption did not start today. in the past, both offline and e-commerce markets have had off-season consumption. "buy when you can" - in response to this consumer psychology, many businesses have made marketing the top priority of off-season sales and have begun to operate off-season products as a new track. from official special promotions to e-commerce live broadcasts, off-season sales are showing unprecedented popularity and vitality.

taobao data shows that during this year's "618" period, off-season furs ushered in a peak in transactions, with an average daily transaction amount exceeding 8 million yuan, an increase of 206% compared to the period from may to before the sale started.

at present, there are more than 520,000 notes about "off-season" on xiaohongshu, and some bloggers have posted strategies on "how to buy off-season down jackets".

professor wu xianming of the school of economics and management of wuhan university said that this form of counter-seasonal sales has existed for many years. merchants sell products that were not sold in the winter at low prices or much cheaper than the regular price in the summer. in fact, it is to recover funds and use them to purchase new fabrics and other raw materials for reproduction. "as long as it is a regular, market-recognized brand with no quality problems, consumers can buy it." on the one hand, this model can provide consumers with more choices and real discounts, and on the other hand, it is also a way for merchants to rationally use resources and optimize inventory structure.

however, it should be noted that some businesses have turned off-season inventory clearance into a marketing tool, consuming some of the potential demand in the autumn and winter seasons in advance. it is recommended that businesses should continue to cultivate the original design field and win the upcoming peak season market with unique creativity.

(source: jimu news)

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