Selling Is "Saving Money" &Nbsp; Down Jacket E-Commerce Mode Is Favored.

A small one.

Take a look at the price of the down jacket sold in the big shopping mall. The famous brand down coats that can be bought at six hundred or seven hundred yuan last year now cost almost 1000 yuan. This is mainly due to the general increase of about 20% of the factory's ex factory price, and the increase in factory price is due to the increase in the cost of duck's feather, accessories and labor. The price of duck's eiderdown has risen from 80 thousand yuan per ton last year to 300 thousand yuan at the highest time, and the fabric price has been rising by the rise of cotton price.

And the price of duck down is also due to the soaring price of duck hair. Last year, the duck feather of 0.5 yuan per duck has increased to 1.8 yuan this year.

This series of chain reactions finally led to the fact that people spend more money on buying new clothes this winter.

However, "heroes in troubled times", the e-commerce mode of down jacket is appearing at the right moment when people need it most.

Compared to the price of more than 1000 yuan, the price of down clothing in the Internet consumer market is mostly stable at 300~400 yuan.

As the online menswear brand MR.ZERO, which has just been launched in 2009, it is very confident of its own price advantage.

"Down jacket is a seasonally stronger clothing category. The offline stores are affected by the season, and sales fluctuate greatly, resulting in higher cost of consumption. This year, they also catch up with the increase in the cost of down garments, which further aggravates their price rise."

MR.ZERO vice general manager Huang Mi Mi said, "online channels can better avoid seasonal and regional impact on store sales and reduce operational risks. The advantage of network sales is that it can save the profit of the traditional links in the intermediate links, and give the cost to consumers, so as to improve the product's performance price ratio."

At present, the down jacket of 300~450 yuan is the price of MR.ZERO's best selling style.

Formerly a professional fashion design company, currently has more than 30 professional children's wear designers, and has its own factory's children's clothing electronic commerce brand green box's "modern girl", its positioning in high-end girls children's clothing products, the price is generally 300~500 yuan.

At present, the demand for children's clothing in middle and high salary families has begun to become the pursuit of style and quality.

Children are in the period of growth and development. They need to constantly update their clothing, while parents often do not fully consume the children's clothing. This leads to the highest rate of repeat purchase for all children's clothing products.

It is precisely because of the constant demand of consumers for quality and the repetition of purchase rate that the price advantage of Internet brand is gradually highlighted.

"Down jacket" as a relatively high-end clothing category, if the price can not be controlled within the scope of public acceptance, such repeat purchase is not enough for the ordinary people.

The network channel has cut off the virtual high profit in the traditional sales channel, and its price is very flat.

In November this year, our monthly sales volume in online stores has exceeded 15 million yuan, of which more than 35% of sales come from the sale of down garments products, and I believe there will be a bigger increase next year.

Wu Fangfang, President of green box, is optimistic about the prospects of the Internet market. {page_break}

This year, the down jacket has a larger breakthrough in fabric and style than in previous years. Practicality is no longer the only label for Down garments.

"The design feature of our brand's down jacket this year is that people can't tell the boundaries between it and fashion.

The traditional down jacket is conservative in style and dark in color. Some styles do not even distinguish sex.

This year, more popular elements will be used. Besides continuing to use the classic colors such as camel, coffee, black and so on, it will integrate into the popular elements of the season, such as bright lacquer and bright colors, the use of large buttons. Besides, there are also innovative wind resistant and breathable functional fabrics.

But we are also deliberately grasping this degree. If it is too fashionable, the audience will be narrower.

Said Huang Mi Mi.

More design elements also began to appear in children's down clothing products.

The choice of fabric is not only based on traditional spring cotton spinning, high density spinning, high density spring cotton spinning, ordinary woven fabric and anti velvet cloth, but also rich in expression. Many inspiration comes from European designers.

"In the winter of 2009, we launched our own" winter elf "down jacket series, which has been well received.

Wu Fangfang said.

Down the clothing network market from rough processing to brand pformation now, the driving force behind is the change from low price to quality consumption.

E-commerce platform sales should not be cheap, cheap products, and not just high-quality products, but more importantly, to provide consumers with a brand of product protection.

More and more brands are starting to use electronic commerce platform to sell down clothing products, which will be the future development trend of down garment market.