Explore high-quality domestic brands to help consumers warm in winter. With the recent cooldown, down jackets have become the focus of consumption, and the trading volume of the down jacket market rose rapidly last week, with a daily turnover of more than 100%.
As an important partner of down jacket brands, Mengfeng Technology has helped brand sales explode through IP activities such as Super Brand Day and Today's Must Buy. Recently, the millions of store owners under Mengfang Technology have helped the total sales of Yaya Super Brand Day to exceed 30 million yuan through the extreme explosive power of diversified channels such as short**, live broadcast, community, and circle of friends.
In fact, not only Yaya, but also in the highly competitive down apparel industry, the intelligent distribution solution for the down apparel industry created by Mengfang Technology has also helped many brands such as Alayi, Gaofan, Bosideng, Xuezhongfei, and Bingjie to achieve sales growth.
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In 1972, the Yaya brand was established, and the industry opened the growth of "Chinese down jacket". In 2020, Yaya, which has a history of more than 50 years, launched a new brand strategy, fully embraced e-commerce, built a product matrix according to the preferences of users on different platforms, and promoted sales growth through the layout of diversified channels.
Since the brand upgrade, Yaya has actively explored the new expression of the brand in the Internet era, officially announced Tong Liya and Wang Yibo as brand spokespersons, actively embraced diversified consumer groups, and met the needs of consumers of different ages through basic models, design models, IP and designer co-branded celebrity series.
During the "Super Brand Day" cooperation between Mengfang Technology and Yaya, Yaya provided fashionable, cost-effective pallets for men, women and children, and a variety of celebrities with the same price spike activities, and issued hundreds of millions of cross-special coupons, so that consumers can enjoy the benefits.
In the preliminary survey of Mengfang Technology for platform store owners, more than 85% of store owners think that down jackets are "bloated" and "easy to be old-fashioned", and 48% of store owners think that domestic down jacket brands are "not good-looking", and consumers consider more warmth needs than fashion needs.
In order to help Yaya precipitate the younger mind of the brand among the hundreds of millions of consumers linked by millions of shopkeepers, Mengfang Technology dispatched nearly 10 content experts to create high-quality product materials, improve the richness and quality of product materials by playing with winter fashion wear and dismantling product highlights, reverse consumers' concept of "bloated" and "soil" of down jackets, and help brand sales explode.
Be a friend of consumers and explore the era of high "quality-price ratio".
With the change of consumer demand, people have begun to have higher requirements for down jackets, in addition to "warmth", there are also "lightweight", "technology", "fashion" and other attributes. Since then, domestic down jacket brands have started the transformation of younger and high-end, becoming more and more lightweight and fashionable in style, and a wealth of categories and styles have emerged.
According to the statistics of the China Garment Association, the scale of China's down jacket market exceeded 100 billion yuan in 2018, with an average annual compound growth rate of 12 from 2015 to 20216%, it is expected that the market size of China's down jacket industry will reach 195 billion yuan in 2024.
Under the influence of the high-end strategy and the cost of raw materials for domestic down jackets, since the beginning of this year, down jackets have risen and many consumers have been discouraged. "The monthly salary of 20,000 yuan can't afford a down jacket", "domestic down jackets are sold for 7,000 yuan" and other topics have been on Weibo hot searches many times.
As a leader in decentralized e-commerce, Mengfeng Technology has always been focusing on "ultimate cost performance" to provide consumers with "ultimate pallets". This year, Mengfang Technology has provided consumers with diversified fashion consumption choices through cooperation with professional down jacket brands such as Yaya, Ailaiyi, Gaofan, Bosideng, Snow Flying, Bingjie, etcThrough the bargaining power brought by the explosive sales of millions of shopkeepers, we can provide consumers with high-quality-price products.
Recently, a number of down jacket brands have achieved a sales explosion in Mengfeng Technology. With a brand history of more than 20 years, Snow Flying's sales exceeded 10 million yuan during the Super Brand Day eventGaofan, a domestic luxury goose down clothing brand, has gone to thousands of households with the help of Mengfang Technology, and the daily sales of super brands have exceeded 25 million yuanThe daily sales of the ongoing Alayyi super brand have exceeded 10 million yuan ......
Consumers' attention to brand and quality continues to increase, and high-quality brands with high 'quality-price ratio' have received more attention, especially domestic brandsIn terms of the overall consumption trend, it shows a trend of diversification and fashion. Shi Jingwen, the person in charge of the clothing center of Mengfang Technology, said that in order to get closer to the real needs of consumers, Mengfeng Technology will continue to tap business resources and bring high-quality products to consumers through the links and services of store owners.
Author: Tang Weijie.
Text: Tang Weijie Picture: Data**Editor: Shang Hui Responsible Editor: Rong Bing.
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