In Hangzhou, Zhejiang Province, the second snowfall was greeted by customers choosing down clothes. Liu Qiangfeng, director of Jiangnan Buyi Hangzhou Directly-operated District, said that the down clothing items on display in its stores accounted for about 30% of the total sales, and in fact accounted for more than half of the total sales.
In Beijing, Wang Xing, a shopping guide at Chaoyang Dayuecheng Shop in Chaoyang, Beijing, said that the psychological price of a down jacket is about 2,000 yuan, like two or three thousand yuan for a down jacket. Customers think it’s OK.
Previously, Boston’s financial report for the first half of the fiscal year also showed that, with the promotion of high-end products, Boston’s prices increased substantially in 2018, and the average price of down jackets increased by 20%? 30%, and the proportion of high-end products will continue to rise.
It is understood that it is precisely to see the characteristics of the high unit price of down clothing products, many clothing brands add down clothing products, the number of winter clothing styles accounted for half or even higher. In addition, many well-known down clothing brand manufacturers adopt online and offline linkage promotion, and even use social interaction platform to promote new products, which has led many young people to experience and try on.
Online stores, according to the big data of Tianmao, feather clothing category ushered in the “sales year”, “double 12” Shopping Festival in a week, nearly 100 million people went to Tianmao to click on and check down clothing, men and women’s down clothing increased 48% year-on-year, sold nearly 2 million pieces, 1500 yuan price belt down clothing became a new consumer blue sea.