In The Face Of Shrinking The Down Jacket Market &Nbsp, How To Break Down The Down Garment Enterprises?

After about 10 years of development, residents in the second tier cities of China

First of all, feather and down enterprises should be promoted.

At present, the leading brands of several down coats in the market basically have their own clear market positioning. Bosideng takes the popular route, ice cream and Eral take the fashion route.

Once the brand positioning is clear, we must focus on the positioning of R & D products and carry out corresponding marketing work. In order to establish a good brand image in the minds of consumers, brand positioning should not be changed in a short period of time.

In recent years, more and more fashion brands have launched down clothing products in winter, which pose a threat to the brand of professional down garments. Although fashion brands do not have many styles of down coats, the turnover of single brands is very high, and their sales advantages are very obvious.

Professional feather clothing brands want to be very competitive in the market. They should learn the sales experience of fashion brands and gradually surpass fashion brands. If the fashion down line professional feather clothing brand should be better than ONLY, VEROMODA and other brands, the professional feather clothing brand that should take the popular route should do better than U-NIQLO.

In the first tier cities of China, the competition of the down garment market has been very intense, especially the entry of international brands and fashion brands, which makes the brand of professional down clothing a certain threat.

In China's three or four tier cities, the intensity of market competition is lower than that of the first and second tier cities, with relatively mature consumers. The development of the down garment market is still large, and the professional down jacket brands should pay special attention to the development of these cities.

Due to the material limitations of down jacket, it is difficult for the down jacket to have big innovation space in the style design. The fashion degree is more reflected in the fabric material and color changes.

In 2009, the international famous brand has made a major breakthrough in the application of down jacket fabrics. This will lead to the pformation of domestic down garment fabrics. In 2010, the competition of our down garment fabrics is very fierce. The domestic down jacket brands should pay attention to the innovation of down jacket fabrics.

But at the same time, we must grasp the quality of fabrics.

With the development of the market, the down jacket products are becoming more and more abundant. Many brands are supporting the production of some down garments, such as feather vest, feather kneecap and so on. Although they are rich in variety, they are not very fashionable, and are quite contrasting with the increasingly fashionable clothing.

The fashion difference makes the consumer groups of this kind of products only be confined to the middle-aged and the elderly. How to make the young and fashionable consumer groups accept this kind of products is the problem that the down garment enterprises need to think about. The down garment derivatives need to be further developed.