Down Jacket "Hot Sale" In Summer Becomes A Double-Edged Sword

In July and August of this year, the high temperature kept refreshing the extreme value, but surprisingly, the down jacket sold very well. The market survey results show that in July, 43% of the business orders in the professional down jacket market - Pinghu China Garment City increased; In August, the momentum remained unabated. 1.6 million pieces of down jackets were sold in three days, and more than 4500 merchants went to purchase them. At the peak, 2000 people were sold, and the sales reached 320 million yuan. The higher the temperature is, the better the sales will be. What is the logic behind the "hot sale" of down jackets in summer?

Yao Xiaoman, honorary chairman of the China Down Industry Association, said in an interview that the off-season sales of down jackets is not a form of sales proposed only now. "This sales model has actually been in existence for more than 20 years." Yao Xiaoman told reporters that most down product enterprises sold their products that were not sold in the winter at a low price or at a much lower price than the normal price in the summer, in fact, in order to recover funds for the purchase of new fabrics and other raw materials for reproduction. "This is also the reason why businesses are eager to sell out of season in summer and sell at a low price."

How cheap are down products sold out of season? The media quoted Ms. Li, a merchant who went to Pinghu China Garment City for purchase, as saying: "In this season, the wholesale price of down jacket is half lower. In peak season, the average price of a garment is 400 yuan, but now it is less than 200 yuan." The relevant person in charge of Pinghu China Garment City also said: "Since 2017, many businesses have begun to sell anti seasonal products. This year, the discount promotion signs were put up early, and some even shouted "One fold for all", which attracted many wholesale buyers. There are also businesses that directly display their products to consumers through live broadcast with goods, short video marketing and other ways. "

"Most of the products sold in the off-season are overstocked products. Because the new products in the current year cannot be overstocked, once they are overstocked, the enterprise will be unable to move." Yao Xiaoman introduced that the off-season sales is a way to clear the inventory, not only in the feather industry, but also in other industries.

For enterprises, it is to clear the inventory for sale, and for consumers, it is to make a bargain. So, can the quality of products sold in the off-season be guaranteed? In this regard, Yao Xiaoman said, "As long as the brand is formal and recognized by the market, the quality is OK, consumers can start."

In this way, on the surface, off-season sales are beneficial to both ends of the down industry, namely the production end of enterprises and the consumer end of the market, but is it true? The "Pinghu · China Down jacket Index Briefing" released this month in July 2024 said that "the summer marketing strategy of down jacket may become a double-edged sword". The off-season live broadcast sales of down jackets have become a hot trend, which has gradually turned from inventory clearing into a marketing method. However, in the short term, the sharp increase in sales may overdraw consumer demand, impacting the autumn and winter market. The reason is that the off-season down jacket market is hot, and businesses need to clear the off-season stock before the arrival of the peak season, but the sales boom during the off-season consumes part of the potential demand in autumn and winter in advance. In this regard, the briefing gives industry suggestions. Merchants need to dig deep into the field of original design, take unique creativity as the driving force, and improve the added value of products to stand out in the upcoming peak season. (Reporter Shi Xiaofei)

(Source: Consumption Daily)