1, down jacket freedom
In the childhood memory of Gaoyang, 95, the mink coat belongs to the “upper society”, the novel coat and cotton clothes belong to the fashionable brother, and each time I go out, my mother must pull him on the thick down jacket. There is no doubt that you want to lying on the bottom of the fashion. Gaoyang has remembered those down jackets: enough dirty black or dark blue, growing with knees, like quilt, and wrap it as much as possible.
Down jacket, bloated and old gas, in a long time, between the two groups of words is to be equal. Later, Gao Yang took a university in Beijing. Before the departure, he insisted on pulling out the black down jacket from the suitcase.
The young Gao Yang hugs fashion in his own way. However, the biggest feature of fashion is to change and reincarnation.
The down jacket has achieved counterattacks from the bottom of the fashion contempt, and the young people began to re-win.
In the winter of 2017, the most popular clothes on social media, in addition to Canada Goose, also printed with long down jackets with “Central Drama Academy”. Because Yang Zhao, Liu Yuran, Dong Sicheng, PAPI sauce and other net red stars, all through the same paragraph public. But this down jacket can only purchase in Chinese drama schools, very fast, young people who pursue the trend run to the Chinese drama, and the school has released the “one of the students to purchase one by the student certificate.”
The label in the young consumer group has also become “winter fashion items” from the “most popular martial artifact trustworthy”. The new style, more technological content technology, plus Yang Mi, Yan Dawei, Chen Cu, Song Weilong and other stars, Bosideng returned to the closet of young people with a more popular form.
Starting from 2018, Bosideng hugs from product design and marketing style. The change is reflected in the data, and the sales of high-end products in Bosidenden high-end products are constantly improving.
Changes do not only occur in the down jacket category. The old fashion queen Su Man defined the autumn trousers as being walked by Westerners, soil and low, and affected many young people. But more confident Z generations is not willing to live in other people’s definitions. They are more pursuing the functionality and comfort of the product.
A “2021” consumption behavior survey “shows that” need “in life”, “cost performance”, “quality” is three factors that are most valued by young consumers.
In this way, this young man has a down jacket and autumn clothes. In addition to the old players such as Boside, the new national brand under the banana and Ubras have risen quickly, only 2020, UBRAS sales have skyrocketed ten times, reaching 1.5 billion.
These trends are naturally captured by platform keen. Warm goods, is also the focus of Jingdong Costumes in the second half of this year. From mid-October, they have maintained a strong sales momentum for the last two months.
The data shows that during this year, during the pre-sale period of Jingdong 11.11, the down jacket, warm underwear and other winter warm products, Bosideng, Snow, Duck, Ailei, Yale Deer and other down jacket brands are most popular among consumers. Jingdong 11.11 opens 10 minutes before the opening of the down jacket, the turnover increased by 300% year-on-year. Bosideng long down jacket, snow in the down jacket, Cabin thickened down jacket and other products have become fashion explosions. Jingdong 11.11 opens the door to 10 minutes, the main underwear turnover increased by 150% year-on-year, in the banana, Ubras, Haishu House, Hengyuanxiang, seven wolves, and back, etc. have been loved by consumers.
On December 21st, the warm clothing super-class day, down jacket and warm underwear, respectively occupied the first two of the sales list.
The milder farewell to the “down jacket shame”, ushered in “Freedom of down jacket”, and the new business change will also be born.
2. “Warm” Winter
A 1699 yuan Bosideng down jacket, this is the greatest expenditure of Gao Yang in “11.11” this year. He has seen this in the store early, waiting until the full 300 minus 30 yuan of Jingdong apparel, and finally wishes.
Bosideng and Jingdong’s joint brand back book is the main reason for the order of Gao Yang. “Summer clothes can be bought casually, the style is so comfortable, the winter clothes have to be seen, they have to live.”
For similar reasons, more and more young people choose to buy winter clothes in Jingdong this year. At the beginning of November, the first wave of cold trends in this winter was transit. On the same day on November 4, more than 30 million people were searching for warm-friendly costumes in Jingdong. Among them, the search quantity of the down jacket is nearly five times, and the turnover of thickened down jacket increased by 6.5 times year-on-year.
On the warmth of keeping warm, the Z will not use the parents. Whether it is a warm clothing that is worn, the light leg artifact, or the nap blanket of the office, they can study the exhaustive consumption Raiders – Thanks to today’s development channels, compared to the elders, how is they clearer Choose more effective and reliable channels.
Jingdong costumes become more fragrant.
For young people, in Jingdong purchase costumes, it is less cost-effective, and it is not easily selected. The platform is strictly controlled by the platform, which is the basic guarantee of this “warm” winter.
On the one hand, Jingdong costumes strengthen the choice, increase the brand to settlement this year, Jingdong 11.11, Bosideng, Taiping Bird, OTZ has returned, on the one hand, Jingdong Platform “Quality Certification Standard”, for 23 including down jackets Apparel fine items, based on meeting national standards, refer to the advanced standards and pain points of consumers and pain points in the industry, and select the “label” in quality, and play forward guidance.
Take the down jacket class as an example, “Quality Certification Standard” is from Jingdong, China Textile Association (Beijing) Inspection Technology Service Co., Ltd., Beijing Product Quality Supervision and Inspection Institute, Rhein Technology – Commodity Inspection (Qingdao) Co., Ltd., and many head costumes Enterprises jointly drafted, including fallen sharp, fluffy, cleanliness, oxygen consumption, anti-rhinetic, and other indicators higher than national basic standards. The standard product will be marked on the Jingdong App and get the corresponding exposure tilt.
Under the benchmark effect, Jingdong’s clothing settled in the brand, and the quality naturally also increased the boat.
In fact, the quality is only part of many factors affecting consumer shopping decisions. Regional, habits, consumer experiences, etc., will affect the consumer to stay at vivity.
Digital intelligent recommendation is the focus of Jingdong apparel in winter. The essence of retail is the people’s own field, with different regions and scenarios. Consumers have different demand for goods. Take the costumes, the northeast and Hainan can wear the same T-shirt in the summer, but in the cold wave in winter, it is obviously Different clothes are needed.
Based on this, Jingdong apparel launched the “five major scene down jackets”, which points each temperature band, and the product area of each scene, further reduce the time cost of consumers’ choice.
Such a venue is particularly important for consumers who purchase “Caring” warm clothing.
Li Li is a Jiangxi. Students live in Shanghai for many years. This year, “11” just married, recently sent a Bosideng down jacket to Northeast mother-in-law, “The venue” model significantly saves her purchase time. There is no experience in the northeast winter, and the understanding of “cold” is clearly a digital assistant.
The thick Bosideng down jacket, the next day, Li Li, is also the first two days of this wave of cold wave in late December, and it appears in the mother-in-law at home. Li Li is not surprising to this speed, and this Plus member is used to Jingdong costumes. I sent a gift on time before the cold wave, and the warmth of this “new wife”.
3, new trend
It is said that the fashion itself is a reincarnation, but the warm clothing represented by the down jacket is red, not just a short retro trend.
It also has a future.
A “2020 China Down Jacket Market Analysis Report” shows that China’s down jacket market is expected to reach 162.2 billion yuan in 2022. In contrast, China’s down jacket market has a great development space than 30% -70% of the European and American countries. CITIC Securities expects to have at least 20% of increments in the future.
Figure: China’s down jacket market scale
Essentially, a more confident generation of young people who have supported the future of down jackets.
Whether it is Bosideng, or in the banana, UBRAS these new brands, they are sought after by young people, basically because of the matching of users, through more cultural resonance, more technological, and establish brand awareness, Then act to consumption decisions and form consumption habits.
In the competition of the platform, who can capture trends faster and transform them from playing, who can wait until more users’ recognition.
“Buyer” Li Wei’s work in Jingdong, including this. He is an old will have a deep cultivation in the apparel industry for nearly 20 years.
Despite experience in experience, it is still full of challenges in Jingdong’s clothing: “In the past, in the brand business and management position, I usually take 1 brand or 4-5 brands, but in Jingdong, we need to manage One million SKU. “Since the final work together to choose, then determine the number of goods and rhythm, these are the job responsibilities of Li Wei.
And the choice is the weight of the weight. Li Wei said that Jingdong hosted at least one-line survey at least one-line market, personally communicated with merchants, and tap market epidemic trends.
In Li Wei, the national tide and “black technology” are the keywords of this year’s winter clothing.
Jingdong Clothing has been launched in October, and a few special activities such as the superbook day of warm clothing, from sales data, Bosideng, banana, Ubras, Balabara, etc., almost a sales list.
And young people prefer “Technology Warm” products. In this year, Jingdong Clothing 11.11 high tipping period is 10 minutes, with the extremely cold down, graphene, and the ultimate goose, the entire black technology series, the overall down jacket, which blessed, Lang Zi, representative represented by Bosideng, Langzi. In the banana, Ubras represented the size warmed, high-end fabric goods, a year-on-year increase of 3 times. Warm goods such as silk and amino acids, cashmere protein fabrics increased by 5 times year-on-year, the body’s warmth and anti-static function is 6 times higher than the year-on-year, her skin and black brakes have become a new trend of warm clothing, light and thin, high-end material. Welcomed by consumers.
Ubras no size muscle bottom coat gift box, banana underwear new year gift box
In addition to capturing popular trends, Li Wei also needs to combine industry experience and consumption information, choosing different types of clothing in different scenes. For example, in time, pay attention to temperature changes, he needs to judge in advance, deploy the type of goods, prepare the goods, so that consumers can “buy”. When the brand like Bosideng released new products, the user’s expectations of the platform were the first time, the price sensitivity, relatively low.
Change, everywhere in the business world. However, some people are lost, some people catch new opportunities.
The retail pattern is in the largest changes in recent years. With the number of digital and technical capabilities of Jingdong platform, how many years of supply chain advantages, 552 million active users, more than 20 million PLUS members, and brand-in-in-one-in-one brand business, also ushered in new development opportunities.
In all things, I hope the most beautiful.
This article is from the financial sector