The Jacket Is The Best Medical Beauty For Men

"The trench coat is the best medical beauty for men" "There are more 'camels' on the street than in the desert" "The confirmed trench coat has a hard shell, soft heart, and can resist wind and rain"... Recently, with the increasingly cold weather, there are endless discussions on the social platform around the trench coat.

The trench coat, once derided by the crowd as "both dirt and ugly" and shunned by young people, is now being hailed as comfortable, practical and convenient, and has welcomed a large number of fans.

The popularity of submachine jackets is due to the rising outdoor sports craze in recent two years. Camping, hiking, rock climbing, mountaineering and other sports lovers are increasing, and almost everyone has a piece of jacket with wind proof, waterproof and moisture permeable functions. Traditional outdoor sports brands such as Boxihe, Camel, Tuoluzhe, Jeep and Longshi have come into the public's view. Cross border players such as Bosideng, Xuezhongfei and Jiaoxia have also successively laid out their uniforms, gradually changing from limited scenes to daily clothes, and even becoming the choice of "New Year's clothing".

One out of every five submachine jackets comes from Fujian. Fujian rush suit industry belt, famous for producing textile and clothing, seized this opportunity. Chen Wencheng, a local businessman, found that, driven by the outdoor sports trend, the company's rush suit sales increased significantly, and its monthly sales in stores with many stores increased several times in western provinces. "In the peak sales season in autumn and winter, even western consumers found stores to order."

In recent years, with Pinduoduo and other platforms leading e-commerce to the west and promoting the supply of high-quality goods to remote areas, the sales radius of Fujian's assault suit has expanded from the northeast to the west. This not only enhanced the market influence of products, but also enhanced the employment driving effect, injecting new vitality into the local economic development.

　　 "Charge" in autumn and winter

The submachine jacket originated from Northern Europe, and began to be produced and processed in China in the 1980s. It is good at wind resistance and water resistance. Due to the wide and simple shape and single saturated color matching, the shock jacket was once criticized as lacking design sense and fashion.

In 2003, Fujian Shangfei Garment Co., Ltd. (hereinafter referred to as "Shangfei Garment"), a garment production and processing enterprise, was born in Fuzhou, Fujian Province. At the beginning of entrepreneurship, the enterprise did not copy the mode of traditional foreign trade garment enterprises processing for international brands, but embarked on the road of independent research and development.

Shangfei Garment Co., Ltd. hopes to make the submachine suit everyday, with both functionality and comfort. The company has set up a design team of more than 20 people to repeatedly test the properties of the fabric, such as waterproof and moisture permeability, resistance to extreme temperatures, and so on, to find the most suitable materials for the assault suit; We also cooperated with colleges and universities to develop high-performance fabrics that are both moisture permeable, waterproof, warm and friction resistant. This not only laid the foundation for the company to establish and develop its own sports outdoor clothing brand in China, but also provided a basic guarantee for business in domestic and overseas markets.

In order to expand the trench coat from the small outdoor circle to the main consumer group, in the past few decades, the manufacturers of the entire industrial belt have been trying to make breakthroughs in style, color and function: put adjustable drawstrings on the waist; Color matching has changed from saturated and bright to daily versatile; The style has also developed three in one, down liner, fleece liner and other styles to meet the needs of various users in different scenarios.

Seizing the trend, Shangfei Garments has launched a series of categories such as single-layer assault jacket, fleece 3-in-1 assault jacket, down 3-in-1 assault jacket and soft shell assault jacket. In 2021, in order to explore a diversified market, the company will further expand domestic retail, landing Pinduoduo, and mainly sell outdoor products such as fast drying clothes and assault suits.

In recent years, Chen Wencheng, the head of the brand, has obviously felt that the track of the assault suit has become popular. "More people have seen it, and more people have bought it". Although it is a new brand, its daily visits and conversions of Pinduoduo stores have increased significantly. "In September this year, store visits increased five or six times month on month, and the conversion rate of entering stores exceeded 10%."

This is not an example. Fujian Shishi merchant Li Xian has been engaged in garment business for more than ten years, from fabric processing to garment manufacturing, from offline to online. At first, he also targeted the outdoor sports category, including knitted sanitary pants, sweaters, T-shirts, sunscreen clothes, etc.

Since the market of assault suit became popular, Li Xian boldly tried the assault suit and fleece suit categories. In 2022, the turnover of single category exceeded 10 million. "There is too much demand to keep up with the production capacity, so we cut down the pants and T-shirts and specialize in making assault suits and sun protection suits." Li Xian introduced that at present, the company's assault suit production accounts for 40% of the total production capacity, and its revenue contribution has reached 60%. "This year, we have opened several stores in Pinduoduo to develop into the high-end market and do brand business."

Different from the first two companies' strategies of adjusting product tracks according to market sales, Wu Shixian, a stone lion merchant in Fujian, has stuck to the sportswear market for more than ten years, focusing on middle-aged and elderly people aged 40-70. The rise of outdoor sports has ushered in business growth. "In the past two years, there have been a lot of outdoor group activities such as square dancing and marathon events in China. Some bloggers have broadcast their records while exercising, which has ignited our clothes." Wu Shixian said that in autumn and winter, the store's rush suits continued to sell well. This year, at the peak of Pinduoduo platform, the daily sales exceeded 1000 pieces, and many young people around 30 years old also bought in the store.

　　 The "winter clothes" rushing to the northwest

The submachine suit is a category of "eating by watching the weather". When the cold wave comes, people will wear more clothes to protect themselves from the cold, and the market demand will rise accordingly. Pinduoduo data shows that during the period of November 11, the search volume of down jacket, thermal underwear, autumn clothes and trousers and other categories increased by 150% year on year, and became the main consumer group after 1995 and 2000.

Compared with the down jacket that only wears one season and often costs thousands of yuan, the trench coat is more cost-effective. In particular, the three in one style can not only adapt to outdoor sports scenes in spring and autumn, but also meet the commuting needs in rainy and snowy days in winter.

This trend of purchasing trench coats has spread westward from the eastern coast, across mountains and mountains, to Gansu, Qinghai, Ningxia, Inner Mongolia and other places. Chen Wencheng observed that since this year, the consumption orders of Pinduoduo platform in the western region have increased significantly, from dozens to hundreds of monthly sales, "the monthly peak even exceeds a thousand orders, which is all supported by Pinduoduo policy, opening the western market."

A few years ago, there were few orders for Shangfei garment to send to the west. The reason is that the freight is too high. With the idea of "all visitors are visitors", Chen Wencheng does not restrict consumers in these areas to place orders, but will set up freight margin, charging 16-22 yuan per order.

In order to change the problems of online shopping in western China, such as non delivery, high freight and long performance time, Pinduoduo pioneered the transit and centralized transportation mode in 2022, and significantly reduced the logistics cost of express delivery to remote areas by "picking up" packages in transit warehouses.

In September this year, Pinduoduo's "Ten Billion Tax Relief" plan again offered heavy benefits, which fully covered the logistics transfer fees sent by merchants to remote areas such as Tibet, Gansu, Qinghai and Ningxia. This is the first time in the industry, further diluting the logistics cost of goods moving westward, and effectively promoting more high-quality goods to connect to remote areas. At present, this relief measure has covered all businesses on the platform.

This three-year westward movement, through the establishment of "transit warehouses", innovative logistics operation mode, and platform "bottom covering" transfer fees to reduce the burden of businesses, has promoted the "two-way rush" of manufacturing enterprises in the middle and east and consumers in the west, also attracted more traditional shelf e-commerce and content e-commerce to follow up, and jointly revitalize the consumption vitality in remote areas.

In this regard, Chen Wencheng clearly felt that the single quantity in western provinces was almost negligible for stores in the past, but this year's situation is very different. "Seeing the quantity rise, consumers' willingness to buy has greatly increased, and our costs have also decreased. In the past, it used to cost 12-18 yuan to send an order to the west, but now it is only seven or eight yuan after platform subsidies."

The "burden reduction" effect of the policy also varies from person to person. Wu Shixian originally paid 20 yuan per kilogram for the express delivery to a western province. When the cost of packaging materials was included, he used to charge 30 yuan for the freight to consumers. In Gansu, Ningxia, Qinghai, Inner Mongolia and other provinces, 8-9 yuan will be charged for each piece of clothing.

After the implementation of the policy of "fighting for more and covering the second stage freight", he took the initiative to bear the freight from Fujian to the transit warehouse for orders in remote areas. In this way, its stores have achieved the goal of mail package for consumers in all regions this year. "Now there are hundreds of orders sold to a western province every month, and the express delivery time is 1-2 days faster than before."

According to him, in the past, logistics in remote areas was inefficient, and consumers would ask "where has the logistics gone" and "how long will it be" every two days, which not only increased customer service workload, but also affected store scores. Since the implementation of the westward movement, "almost no one has urged logistics, and the customer service workload has also been reduced."

　　 E-commerce moves westward to activate consumption and expand employment

Fujian is the birthplace of the Maritime Silk Road. Influenced by the marine culture, inclusiveness and generosity have become the important characteristics of Fujian businessmen. This is more specific in the business of Fujian rush suit merchants over the past decade.

For more than 20 years, Shangfei Garment has built more than ten factories in Fuzhou, Jiangxi, Jiangsu, Hebei, Shandong and other places. Adhering to the concept of "the road is not isolated, the world is one", it employs more than 10000 people, and drives and supports the employment and income increase of surrounding villagers.

In Nantong Town of Minhou in Fuzhou and Jinfeng Town of Changle, Shangfei Garment Co., Ltd. has built warehouses for packaging and delivery. In order to help the revitalization of nearby villages and make local villagers have a promising life, instead of simply donating funds to villages, the company provides jobs for people with economic difficulties and low income, and continuously and stably pays salaries.

"At present, the factory has about 60 employees, and many people with family difficulties have worked for more than ten years." Chen Wencheng revealed that with the focus of Shangfei Garment Manufacturing on online platforms such as Pinduoduo, the demand for orders of assault suits is increasing. Considering the retirement of some employees with more than 20 years of "factory age", the company specially selects a site near their residence to build a factory, so that everyone can have a good job "close to home and earn money".

Because the performance is generally good, at the beginning of this year, all employees received the year-end bonus of 2-3 times the monthly salary, and the salary also increased by about 20%. In August, Chen Wenbin also went to Shandong with six or seven colleagues and spent nine days in Qingdao, Yantai, Weihai and other places

In the factory in Fenyi County, Jiangxi Province, Shangfei Garment Co., Ltd. is also supporting the surrounding elderly and poor families to work, encouraging them to obtain income subsidies through embroidery. Chen Wenbin said that at the beginning, the workers' craftsmanship was not mature, and many embroidery products could not be sold, "but the boss still paid wages on time to encourage them to improve their skills."

Li Xian has experienced many ups and downs since he started his business for more than ten years. In 2017, a large number of assault suits were overstocked in the warehouse and could not be sold, so the business was at the bottom. It was not until 2022 when Pinduoduo made the explosive products of assault suit, "I finally made some money."

Because I have been in the rain, I always want to hold an umbrella for others. The next year, Li Xian rented a workshop of more than 1000 square meters in Xiamen, specializing in the production and processing of his own brand of assault suit. He recruited 40 or 50 employees. "Most of them are from other places, and many of them are my fellow villagers in Sichuan. I hope that migrant workers can make money in Fujian."

One end of the jacket connects grassroots employees who want to improve their lives, and the other carries the eager expectation of remote consumers for good things. With the help of Pinduoduo's westward movement, the "Western Mail" road of this assault suit has become smooth and broad. It not only shortens the gap between urban and rural areas, and makes every once neglected voice concerned, but also makes every effort fruitful. Relying on the booming development of the sportswear industry, many practitioners have bought houses and settled in Fuzhou. For them, the past is worth while the future is more promising.

(Source: China News Network)