China-Singapore Jingwei, December 13 According to the official Weibo of China Weather on December 13, the curtain of the strongest cold wave this winter has been opened, and the strongest cold wave has also brought fire to the popularity of down jackets "flat whirlwind".
According to data from the source factory goods direct sales platform 1688, from November 1 to December 12, the number of searchers on the platform increased by 236% year-on-year, the number of searches increased by 216% year-on-year, and the number of buyers increased by 50% year-on-year. During the same period, the number of searches for flower cotton jackets increased by 163% year-on-day on average, the number of searches increased by 159% year-on-year, and the number of buyers increased by 49% year-on-year.
Some buyers can't wait, and call 10 ** every day to urge the source factory.
The whirlwind of "Renaissance" blowing from college campuses is setting off a wave of replacement consumption by Generation Z and the new middle class.
In order to cope with this wave, 1688 gathered the source factory, stocked together, and provided customized and free shipping services. University dormitories are a key supply destination.
The sewing machine of the factory trampled on a batch, and the nine meters and six trailers "grabbed the goods" overnight
Dong Weiming, head of Jinxinyu Garment Company in Zichuan Garment City, Shandong, did not expect that a wave would bring fire to his factory.
His factory has been producing cotton jackets for 15 years, mainly serving offline physical stores and middle-aged and elderly customers, and in the last month, the company's inventory of 300,000 cotton jackets has been swept away, and orders are still flying like snowflakes.
New customers and new business come from 1688, which just settled in this year, because the factory has always maintained the tradition of hand-sewing, "Recently, there have been so many orders that more than 10 sewing machines have been broken." "Priority processing of old customer orders, ** workers, overtime, in such a state, a few days ago, an anchor from Weifang, on the day of the 1688 platform order, directly hired people to drive two nine meters six large trailers, parked at the factory gate to "grab the goods".
Not only first, but also middle school students and children's military coats have shown explosive growth, expanding from the children's clothing market to the labor insurance market.
Wuhan Ceqian Garment Factory specializes in the production of winter winter coats. According to Fang Fang, the company's head of sales, the best-selling thing in the factory recently is the children's version of the military coat. "There are more than 500 orders a day, and the number of orders in recent days has even exceeded 10,000, compared to the same period last year, which is only 10% of what it is now. ”
There is a Douyin anchor who first bought a military coat for his child, and then made a short ** to spread in the parent group, and then wholesale on the 1688 platform after having an order.
Behind the explosion of military coats is the younger consumer group, especially the Bao Ma group, who are more able to accept different fashion elements and are more keen on the replacement of domestic products. Fang Fang said.
The popularity of children's scout coats has also led to other items such as hats and scarves. Fang Fang said that Lei Feng hats are almost out of stock on the whole network. Recently, with the surge in the number of users seeking buyers for cross-border business on the 1688 platform, many cross-border buyers have also found the factory, hoping to bring military coats to overseas e-commerce platforms for sale.
Wuhan Ceqian garment factory production line.
University dormitories have become a centralized supply area, and Generation Z is keen on "substitution" consumption.
This wave of substitution consumption has begun to emerge during this year's Double 11. 1688 Between November 11 and 15, the number and number of searches for military coats increased by almost 500% for five consecutive days. During the same period, the number and number of searches for flower cotton jackets increased by nearly 400% year-on-year for five consecutive days.
At that time, it was approaching winter, and the temperature was cooling down in various places. The price tag in the consumer market makes people look "cold", and after the "Fruit Assassin" and "Ice Cream Assassin", the down jacket has become a new assassin. The transaction price of large-scale cold-proof clothing exceeded 1,000 yuan, of which more than 2,000 yuan accounted for nearly 70%. Many netizens sighed, "With a monthly salary of 10,000 yuan, I can't afford to buy a down jacket." ”
The public's consumer confidence has not yet fully recovered, and various "assassins" have appeared on the stage, and many brands have emerged.
Compared with down jackets, in addition to cost performance, military coats, flower cotton jackets are carrying some of the emotional value of the moment, on the Internet, about the military coat one of the most popular ** from the classroom of Shenyang Agricultural University, seven or eight young people wearing uniform clothing appeared,**The next comment has as many likes as 1340,000: A person wears it, ugly;A group of people wear it, and no one in the world knows you.
According to the data of 1688, the highest proportion of the delivery places of military coats, flower cotton jackets, and Lei Feng hats is university dormitories. Some students also consulted in the background of 1688 Yanxuan whether they could customize pet army coats and flower padded jackets for stray cats and dogs. This highlights the consumption attitude of the current young group, confident and active, against the mainstream, and even creating trends.
As of December 12, there were 21,894 source manufacturers (5,140 factories) specializing in the production of military coats on the 1688 platform, and 21,666 source manufacturers (5,033 factories) producing flower cotton jackets, with a total of nearly 1 million goods. Compared with four-digit and five-digit down jackets, a military coat is less than 100 yuan.
1688 Industrial Belt Map Interface.
Launched the industrial belt map, and the military coat can be customized and free shipping.
In order to facilitate buyers to quickly find the source of the factory goods, on December 13, 1688 launched a map of the origin of military coats and flower cotton jackets, focusing on recommending the source manufacturers of cotton clothing, focusing on the source factories of Xinjiang, Shandong and Hebei, the three major cotton-producing areas in China. Focus on meeting the needs of the three northeastern provinces, Inner Mongolia, Shandong, Guizhou and other provinces.
In response to the customization needs of military coats and flower padded jackets, 1688 found the factory's 3D light customization service "Wow Customization", and launched a customized free shipping service for military coats on December 13, which was directly produced by the source factory, including fleece sweatshirts, jackets, etc.
Buyers can use 3D, generative AI and other technologies to clearly express their personalized needs, customize styles, sizes, colors, logos and other elements according to their preferences, and add patterns or text to the front and back of clothes.
The relevant orders will be sent to the digital factory with production capacity, and the factory will efficiently complete the order production and fulfillment through flexible fast return capabilities after receiving the order, and ship it with free shipping within three days.
1688 Looking for a factory also cooperated with 1688 Yanxuan to organize an inventory of goods, providing supplies according to the scene, focusing on meeting the needs of couples, brothers, and sisters in the university dormitory.
1688 looking for the factory "Wow Customization" page.
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