Winter Wear, New Down Jacket, New Fashion Of "Moderate Fashion"

October 20, with the autumn weather, winter is no longer far away. Although it is autumn, people are still wearing thin. Autumn dress However, in recent days, the new winter down jacket in 2010 has been listed in the shopping malls and down garment agency stores, and the marketing war has also started.

As the winter clothing, "the home of Hua Dan", the old bloated down jacket has now begun to fashion. In recent years, when some businesses are trying to make innovations and make innovations, ice cream down jacket has released the fashion trend of down garments in Beijing in 2010, and has pioneered "moderate". fashion "New concept, let consumers in cold winter, keep warm fashion two.

According to the latest survey report on down jacket, up to 73.26% of consumers are right. Down Jackets The fashion demand is general; only in 20.75% of consumers' mind, fashion is very important; and 5.99% of consumers do not think fashion is fashionable. When buying fashion down clothing, 73.24% of consumers like fashionable feather clothing, but they will not buy it. They think that the down jacket with strong fashion elements will soon be out of fashion. Experts say that the down jacket is too fashionable, too avant-garde, and will soon be out of date, so more than 7 of young consumers are very fond of moderate fashion.

In this regard, ice cream general manager Shen Jianfeng put forward his own views. He believes that fashion is a kind of innovation, but it must have zero contact with the consumer terminal and produce real value. {page_break}

It is reported that Bing Jie is the brand of Bosideng, has the background of professional dustmen, and has the orientation of youth fashion. In 2009, the China business information Federation first ranked the top 5 in the statistical ranking of major shopping malls in the country, ranking first in the brand of youth fashion down garments.

"The fashion in my eyes is not to give up the functional and demanding nature, but as a down jacket, the first element is to keep warm. So this year, we need to think about fabrics and develop new products at a high cost, so that we can take into account 20.75% of the customers with high fashion requirements. Shen Jianfeng said.

It is understood that the new 2010 down jacket has launched 3 series of "youth campus", "urban charm" and "romantic feelings". Each of them adopts international fashionable fabrics, and designs follow the fashion trend to better meet the different needs of young consumers.

Reporters saw that the "youth campus" series used a large number of popular fabrics, such as Jinyi gauze this winter, and the women's jackets in the "city charm" series used wheat wind gauze to keep warm and simple, and personalized fashion. In the "romantic" series, several ladies' romantic embroidered long style down coats, its fresh collar edge design, like a blooming magnolia flower.

According to the introduction, this year's icy down jacket is popular in bright colors, adding military style, camel, orange and other new colors. Men's clothing also broke through the traditional dull black and red, adding orange, treasure blue, green, gray and other colors, absorbing the elements of nature.

The design is different, and how to arrange the sales? The marketing director of icy, Wang Dao Cheng, said that icy made 6 core markets on the regional strategy to support 6 potential markets, and focused on building the "double hundred" project in the channel strategy, that is, to take over 100 large shopping malls and 100 core stores to absorb the most extensive customer base.

The icy "moderate fashion" has begun to show its power on the Internet. According to Taobao's data, the latest online sales of ice cream has been following the Bosideng brand in the whole group brand, which is relatively younger than the ice cream oriented consumer group, and is suitable for Internet users. At the same time, it has a moderate fashion taste and a price advantage. The reporter opened a Taobao shop named "Bosi Dengfeng Shang Chao Ren" at random, and found that the icy display was first among them. Moreover, unlike other online stores, the shop even had Jang Na Ra and famous fashion photographer Yin Chao to patronize and leave messages. The new network of its new products was synchronized with the commercial field counters, so it was not difficult to understand why ice cream became a new star of Internet sales.

Gao Dekang, vice chairman of China feather industry association and chairman of Bosideng International Holdings Limited, said that China's down jacket is spanforming from rough machining to brand operation, and moderate fashion will surely become the mainstream of the industry development.

In order to promote the new concept of moderate fashion, Bing began to increase the intensity of network sales. Zhao Xuejun, manager of Bosideng electronic commerce department, said: "in recent years, the traditional clothing brands are entering the network marketing. For example, in 2008, some sports and leisure brands such as XTEP and Tonlion entered e-commerce. In 2009, some foreign brands such as UNIQLO and Only also fought online. Although our channels are huge, we still need to learn quickly in the field of electronic commerce.

"Many down garment enterprises will worry that online sales and physical store sales will fight and compete with each other." Zhao Xuejun said, in fact, according to the survey, we found that 68% of last year's online customers came from places not covered by stores, such as Guangzhou, Guangxi, Yunnan, Guizhou and so on, so that the two could play a complementary role. You know, even in the first tier cities, it is still difficult for some white-collar office workers to find franchised stores immediately, but Internet sales undoubtedly provide them with a shortcut to buy eiderdown.

So far, Bosideng has 9 brands, including Bosideng, Xue Zhong Fei, Bing Jie, Kang Bo, and so on. In the next three years, icy will gradually import the four seasons products, and turn ice into a fashion brand, which is dominated by winter fashion and down garments. In addition, Bing Jie has more than 60 agents and more than 3500 stores in more than 20 provinces and cities, and will continue to exert energy in the future.