The weather this year is very abnormal. In November, the body temperature in many places can reach 30 degrees. To be honest, because it was really hot, I turned on the air conditioner at home for a while last Sunday.
A manufacturer of down jackets complained: “The market was not good at first, but now I can’t even sell winter clothes! I am in the down jacket business. I design and make patterns in June and July, and then start production. Generally Once the October month comes, shipments will suddenly increase sharply, but the business situation this year is average, and there are very few purchases in a month!”
Down jacket manufacturers cannot sell, so naturally they will not buy fabrics. Therefore, the market for down jacket fabrics in October is also stagnant. Most textile companies believe that the market in September and October this year is not as good as in previous years. .
But fortunately, the temperature has finally cooled down.
According to the Central Meteorological Observatory, November 5 will arrive on 7 day, strong cold air will continue to affect most of the central and eastern regions. The temperature in some areas such as Northeast China and Jianghuai will drop sharply. The cooling rate will reach 12~14℃ locally. The ground temperature drops or exceeds 16℃. At the same time, widespread rain and snow will continue, and extreme snowfall may occur in parts of the Northeast.
Regardless of whether the cooling of the temperature can bring substantial benefits to the market, at least the textile people feel a little comforted. However, from a rational point of view, cooling may drive some sales of winter clothing, but the actual impact may be limited.
Speaking of cold protection and warmth, in the past, down jackets were what most people thought of, but recently, jackets are what most people think of. Outdoor fabrics, as one of the few categories that are still growing rapidly in the past two years, have attracted the attention of the entire textile industry chain. Jackets are the representative of winter outdoor clothing.
In 2023YearJanuary-July, Douyin jackets were sold for 13 billion. Sales surged 336.57% year-on-year, and the full year is expected to exceed 2.5 billion.
From January to August in 2023, cumulative sales of jackets on JD platform increased year-on-year140% , cumulative sales increased by 157% year-on-year.
Although outdoor sports are developing rapidly in China, the proportion of people is still not high
Although the fabric of the jacket is endowed with various functions such as cold protection, waterproof, cut resistance, breathability, etc., many of these functions are difficult to use in daily use, and some commonly used functions basically overlap with down jackets. Therefore, in the eyes of many consumers, a jacket is just a more sporty down jacket. Many consumers buy down jackets once a year or even every few years. If they have recently purchased a jacket, the probability of purchasing another down jacket in the short term is greatly reduced.
More importantly, although the demand for outdoor fabrics is growing rapidly, its production capacity is growing faster than its demand.
The textile industry across the country is currently undergoing industrial transfer and transformation and upgrading. Compared with traditional pongee, polyester taffeta and other popular products, outdoor fabrics have obviously higher technical level, greater development prospects, and are more in line with the requirements of transformation and upgrading. Require. Therefore, whether it is old textile companies updating machinery or emerging textile industry clusters, those with conditions will rely on this aspect. In the newly popular fabric spot supermarkets, their stocking focus has also begun to shift from traditional fabrics to outdoor fabrics, and the inventory of related fabrics on the market is considerable.
It is this kind of fierce competition that has caused the price of fabrics to keep falling even though sales have grown rapidly. This time on Double Eleven, the editor also found that the price of down jackets is getting cheaper and cheaper. If you don’t pursue the brand, you can buy a good one for two to three hundred yuan. This is a good thing for consumers, but not necessarily for textile companies.
Just like what textile people often joke about themselves: When the weather is hot, you can blame the weather for bad market conditions. When the weather is cold, no matter how bad the market is, who can you blame?
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