Introduction:
Not long ago, the wave of cold air accompanying Double Eleven caught people off guard, driving sales of down jackets to skyrocket. Affected by this, Danbu, which “depends on the weather”, was the first to take notice of the trend. Companies mainly focusing on Danbu have sold orders one after another, and the situation has begun with both volume and price rising.
Down jackets are taking off, except for price increases.
On November 22, when it was snowing, a piece of news about the price of down jackets dominated the hot search list, triggering numerous heated discussions in a short period of time!
Some netizens broke the news and said, “I can no longer choose a favorite down jacket within the budget of 1,000 yuan.” In the comment area, a clothing shop owner also expressed his own experience, “The prices of down jackets, woolen coats and other winter clothing have all increased, and even the low-end goods at the stalls have increased. Thirty to four percent!”
Previously, whether it was a brand like Bosideng that specializes in down jackets, or sports brands such as Nike and Adidas, or fashion brands such as ONLY and MO&Co., it was extremely common for down jackets to be priced at more than a thousand yuan, and those with high down filling capacity and For styles with special fabrics, the price goes even higher.
Relevant data shows that from 2014 to 2020, the average unit price of down jackets in my country has risen from 452 yuan to 656 yuan; the transaction price of large-scale cold-proof clothing has exceeded 1,000 yuan, of which the proportion of more than 2,000 yuan has been close to 70%.
Since the “Double Eleven”, affected by the continued influence of cold air, the demand for down jackets has experienced explosive growth, and sales on various platforms have increased sharply. Take a professional market for down jackets as an example. As wholesalers have stepped up their purchases, more than 1 million down jackets are shipped every day in this market. Many merchants’ “inventories” are sold out within two or three days, and supply exceeds demand. In this case, orders for some popular styles have been scheduled for 7 days.
In this round of market conditions, the down jacket sector has swept away the haze caused by the abnormal weather in the early period, and the market broke out instantly. Some stalls claimed that they had too many orders and couldn’t finish them. Some even joked that they would wake up from their dreams with laughter recently…
Fabric sales increased, but the price was not affordable
From the perspective of the industrial chain, textile companies are upstream of clothing companies. Now that downstream clothing sales are booming, it will inevitably bring a wave of orders to textile companies.
As expected, Danbu Enterprises took the lead in bursting with orders. Several Danbu bosses lamented that there was not enough stock to sell, and the warehouses were all emptied. Immediately afterwards, a dyeing factory ran out of stock due to the shortage of silk fabrics. Not only was the factory area filled with white blanks waiting to be dyed, some of them were even piled directly on the roadside. Subsequently, the shipment volume of related fabrics also increased.
Faced with this situation, everyone must feel that under this wave of market conditions, textile bosses can make a lot of money. But the result was very regrettable. After all, in terms of price, only gallbladder fabrics have risen sharply, while individual specifications of nylon fabrics have only slightly increased, while the prices of most other related fabrics have not followed suit.
No wonder, a Nisi spinning boss pointed at the down jacket he just bought and said with emotion, “Suddenly I feel that I have no motivation to sell fabrics. It turns out that making clothes is the most profitable! I only sell Nisi spinning for 4 yuan/meter, and I can do hot stamping.” It’s only 5 yuan/meter, and this down jacket is sold for 1,099 yuan, and it’s actually sold out!”
Mentioning the hot search about the price of down jackets, the textile boss couldn’t help but ask his soul, “The fabric merchants didn’t make any money, the clothing factory didn’t make any money, so who made the money?”
Preliminary survey results show that as the overall price of fabrics tends to be stable, but various costs are increasing, coupled with the increasing involution of the market atmosphere, the profits of textile companies have long been far worse than before, especially those based on conventional fabrics. Those businesses are having a tough time.
On November 21, the Central Meteorological Observatory issued three warnings for cold wave, heavy snowfall, and strong wind. What changes will this cold wave bring to the textile industry, which can make weather forecasts so cold that they turn purple? Can textile orders continue to be warm? Let us wait and see!
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