China Feather Association: Can't let the "toilet cover phenomenon" repeat itself in the down industry

Release time:

2019-06-14

In response to the increasingly active domestic high-end down jacket market, Yao Xiaoman, chairman of the China Down Industry Association, said in an exclusive interview that the high-end market of down jackets in my country is now a blank, especially national brands are still rarely seen in the high-end market. Yao Xiaoman said, "China is not only a big producer and exporter of down clothing, but also a big consumer. If our local brands do not occupy the high-end market, they will be occupied by foreign brands such as "Canada Goose" and "Montreal. "She said that the" toilet lid phenomenon "should not be allowed to repeat itself in the down industry.

It is reported that the "Canada goose" has begun to be sold online in China. On September 12, 2018, Canada Goose just opened a shop in an e-commerce company. In the "double 11" event that year, the turnover in 1 hour and 11 minutes exceeded 10 million yuan. In fact, as a "weapon" to keep out the cold, down jackets are deeply loved by consumers, and the market size exceeds 100 billion yuan.

Yao Xiaoman analysis said that the current domestic market has consumer demand for high-end down jackets. "In addition, I think that in this part of the high-end market, domestic brands are a blank, so Bosideng and other brands are bucking the trend. When companies see this blank, they dare to stand up and compete with international big names. "Yao Xiaoman said that enterprises should pull up the quality of down clothing, improve product quality, and meet people's needs for a better life.

In addition to the efforts of enterprises, at the policy level, in order to encourage the brand building of enterprises, the General Office of the Ministry of Industry and Information Technology issued a notice at the end of last year on the issuance of a list of enterprises that focus on tracking and cultivating textile and apparel brands (2018 edition). A total of 120 terminal consumer brand enterprises and processing and manufacturing brand enterprises were identified as the key tracking and cultivation objects, and a number of down enterprises were listed.

Terminal consumer brand companies include 80 companies including Bosideng Co., Ltd., Ailaiyi Group Co., Ltd., Anhui Hongrun (Group) Co., Ltd., and Anhui Xiazhen Down Co., Ltd. Processing and manufacturing brand enterprises include 40 enterprises such as Shanghai Donglong Down Products Co., Ltd.

The General Office of the Ministry of Industry and Information Technology requires that the competent departments of industry and information technology in various regions establish contact mechanisms with key tracking and cultivating enterprises in the region to track and grasp the development of enterprises; strengthen coordination and cooperation between departments to create a good market environment for the development of brand enterprises; improve public Service quality, support brand enterprises to improve their core competitiveness, and promote the formation of a group of advantageous textile and apparel brand enterprises with strong market influence and international competitiveness.

Yao Xiaoman said, "Bosideng has taken a good start and played a very good role. High-end products are also one of the development directions of the market, and the prospects are promising."

(Source: Consumer Daily)

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