Big reversal! We were still wearing short-sleeves on November 1st, but strong winds started blowing again on November 7th. Jackets, jackets, and cotton-padded clothes all started to appear! The temperature suddenly changes from summer to winter, which is really exciting. But because of this, sales of winter clothing began to improve. The textile people who rely on the sky for their livelihood have ushered in the dawn!
01The temperature drops sharply, and down jackets are in hot demand
The Central Meteorological Observatory issued an orange warning for snowstorms, a blue warning for cold waves, and a blue warning for strong winds. The temperature in some areas in southeastern Inner Mongolia and central and southern Northeast China can reach 10 to 14 degrees Celsius. Such low temperature weather makes people have to add more clothes, especially down jackets, which have become the first choice for many people. The main products of major clothing brands have transformed from thin short-sleeved products, sweatshirts and other products to cold-proof products such as down jackets and wool coats overnight.
It is currently the “Double Eleven”, the largest e-commerce shopping festival of the year, and sales are already higher than usual. The cooler weather has also boosted the sales of down jackets. Data shows that during the first wave of Tmall Double 11 sales, 5 million down jackets were sold. After the cooling warning was issued, down jacket sales doubled on November 3. From November 4th to November 6th, Taobao Clothing’s sales of women’s down jackets increased by more than 55% year-on-year, and the number of buyers increased by 80% year-on-year.
The sales of down jackets have experienced explosive growth recently. Many merchants said that this year’s down jackets have undergone major changes in color, material and style. Fashionable models are more popular, and better quality goose down jackets have become the mainstream of sales. . However, due to the increase in raw material prices, the purchase price of down jackets has generally increased, and some brands of down jackets have even increased in price by more than 20%.
02Down jacket fabrics are still unsaleable
The sales of down jackets are booming, but it has not affected the downstream fabric end. The sales atmosphere of the gray fabric market is still deserted. According to a person in charge of a weaving company, “The temperature has finally dropped, but the delivery of gray fabrics is still not smooth, and it has no impact at all!”
According to the production rules of downstream clothing fabrics, autumn and winter products are already being laid out from August to September, and winter orders are generally completed in spring. This year’s winter has come later than usual, and clothing stores are slower to launch new items than before. Most stores mainly sell thin autumn clothing. All the ready-made winter clothes are in warehouses, and there are too few circulating in the market. Therefore, even though sales of down jackets are currently booming, there is still a certain time lag before clothing factories can replenish orders, and it will not be immediately transmitted to the downstream.
On the other hand, in the down jacket industry, due to the high value of the goods, most products are paid and delivered, so it is rare for embarrassment or credit payment to occur; some brands said that although a down jacket sells for around 1,000 yuan, the cost is more than 900 yuan. Not only does it take up a lot of capital, but there is also the risk of not being able to sell it. Therefore, as early as a few years ago, clothing factories changed their ordering model, replenishing whatever they sell, and not stocking up in large quantities. In addition, the inventory of down jackets is already very high, so some old models will be put on the market again.
Postscript
Although the weather has finally cooled down as hoped, it is hard to say how much it will promote the sales of winter clothing fabrics. And the weather changes faster than people can fall out, so it’s not easy to catch this wave of market trends. Therefore, I am worried that the freezing will not come; at the same time, I am also afraid that the freezing will happen randomly.
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