(Yicai) Oct. 28 — Sales of down jackets are surging in China in the first wave of the annual Double 11 shopping festival, mainly due to effective promotions and the cold weather that hit the country. As a result, domestic brands are selling the best.
A supply chain representative of Jiangsu Yalu River brand operation told Yi Cai that the sales of down jackets on all e-commerce platforms have increased by 60-70% compared to the same period last year since the beginning of this year’s Shuang11. % sharp increase.
The official pointed out that this year, consumers are paying more attention to the cost performance of products. They tend to buy down jackets priced between 400 yuan and 1,500 yuan ($56 and $210), with the most popular being in the 400 yuan to 600 yuan range, the official added.
People are also paying attention to important quality indicators such as the brand of the jacket, the filling material and the fill power of the down, and are also considering features such as waterproofness, windproofness and breathability, the person said. added.
Officials pointed out that Chinese down jacket brands are being favored by a growing number of consumers due to their relatively high cost performance, good quality, and designs tailored to the needs of local people.
For example, Japan’s Muji product was the only non-Chinese brand on JD.Com’s list of top 10 best-selling women’s down jackets on October 25th.
However, down jacket suppliers in China are facing the challenge of rising raw material costs. According to CN-Down data, the price of 90% white goose down has increased by about 9% to RMB 1,200 per kilogram in the past six months, and the price of 90% white duck down has increased by 11.7%.
One of the reasons for the rise in down prices is a decrease in supply due to reduced poultry farming, supply chain representatives said. Another reason is increased production costs due to speculative factors as well as new national standards for feather quality, the official added.
In response to the rise in raw material prices, down jacket manufacturers are quickly adjusting their product mix according to market demand and working with suppliers to reduce procurement costs, the official noted.
Editor: Shihua Tang, Martin Kadyev
