In Pinghu Clothing City, Jiaxing, Zhejiang, merchants are creating a peak sales season against the trend - who says they can't sell? A merchant sold out 300000 down jackets in one summer! In recent years, there have been frequent voices of down jackets being unsold and neglected due to severe homogenization competition, increasingly expensive prices, and changes in consumer fashion concepts. However, this summer, in Jiaxing, Zhejiang, the down jacket business in Pinghu China Clothing City, the largest down jacket professional market in China, was exceptionally hot. Merchants actively explore the market and make off-season clothing sell well, providing a reference for clothing operators in other places. Not producing down, but producing over half of the down jackets in the country. As the largest down jacket professional market in the country, recently, Pinghu · China Clothing City has been a busy scene, with carts filled with goods everywhere. The entrance of the merchant's store is filled with newly arrived down jackets, ready to be shipped to various parts of the country. In recent years, there have been frequent voices of down jackets being unsold and neglected due to severe homogenization competition, increasingly expensive prices, and changes in consumer fashion concepts. However, Yang Long, the brand manager of Moshang, did not take it seriously. This summer, he was busy receiving merchants from all over the country while taking inventory of sales, and was very busy. Since March, we have been making anti season styles Yang Long calculated that most of the 300000 off-season down jackets were sold out this summer, with sales of about 30 million yuan. The off-season sales have brought back a certain amount of funds for us, which can better prepare for winter. Not only down jackets, but also winter clothes such as sweaters and leather jackets, which are "made in Jiaxing", have seen a counter trend sales trend in the just passed summer. Seize the opportunity of low-cost production and sales during the off-season. "Family members, this cashmere sweater feels very comfortable to the touch and is very lightweight to wear..." Although it is a hot weather of 35 degrees Celsius outside, in the Tongxiang Puyuan Woolen Sweater Market, in the Xige Cashmere live broadcast room, autumn and winter clothing is already the main venue. The host Zhang Shujiao is vigorously recommending a cashmere long sleeved sweater. In the live broadcast room of Danxige Cashmere, thousands of cashmere sweaters and coats can be sold every day, with an average daily sales revenue of 700000 yuan Yu Xiaoqing, Executive Vice President of Zhejiang Xige Industrial Company, told reporters. Unlike offline stores where the seasons are distinct and winter clothing is difficult to buy in the summer, live streaming rooms have already downplayed the changes of the seasons. Goose down clothing is a hot selling item in Xige's summer live broadcast room. A goose down clothing, along with summer out of season pants or innerwear, is sold as a set for 999 yuan. This summer, the live streaming room sold nearly 6000 goose down clothes. The strong seasonality of winter clothing sales and inventory pressure are long-standing problems. Off season promotion, Yu Xiaoqing calculated this inventory account exactly. Out of season products will occupy a large amount of inventory space and generate space usage fees. By selling out of season products at a discount, inventory can be quickly cleared and more space can be freed up for new products. "Yang Long, who sells jackets and down jackets in the summer, calculated the cost account for the peak and off peak seasons. The anti season styles sold by Yanglong are all popular from last year, which is different from the main season styles that feature "90% duck down" (i.e. down content of 90%). The main product sold in the off-season is "50 duck down". Although the warmth and comfort are slightly inferior to "90 duck down", the advantage lies in the low cost of raw materials and summer processing fees, making the price naturally more affordable. This well satisfies consumers' psychology of buying off-season products at a "bargain". As a result, Yang Long's 300000 off-season down jackets were sold out. Relying on the foreign trade market to overcome the "time difference and price difference" in Pinghu · China Clothing City, many merchants have started selling off-season products since 2017. Zhang Huiling, the brand leader of Yijiayi, was one of the earliest entrants, and she calculated manually. The peak and off seasons for down jacket business are very obvious. For example, from November 1st to the end of last year, we sold over 100000 pieces for more than 30 million yuan, and did most of the business for the whole year in just one month. Workers were also in high demand during this period. But if we only do this season, then in summer, the workers who make down jackets will be lost, and where can we find people during the peak season Zhang Huiling said that insisting on making off-season down jackets is mainly to maintain a stable workforce, but the gains are not limited to this. Last year, Zhang Huiling's off-season down jackets sold 200000 pieces with a sales revenue of over 20 million yuan, creating another peak season. Zhang Xiaolin, the operator of the Honghe Zhongchuang Woolen Sweater Boutique Market, is targeting the "time gap" between domestic and international markets. The secret to achieving steady sales of sweaters during the off-season is to shift from domestic sales to both domestic and international markets, and transform into foreign trade. The seasonality of sweaters is very strong, and the peak season in China is basically in autumn and winter, which is relatively limited Zhang Xiaolin told reporters that relying on foreign trade can create a "time difference" and a "price difference". The best summer sales are in Nepal, Libya and other places, where the weather changes are similar to those in China. We started accepting orders, producing, packaging, and shipping from the end of June, and after two months of sea transportation, the products arrived just in time for sale Since the beginning of this summer, Zhang Xiaolin has sold about 500000 sweaters, achieving sales of nearly 10 million yuan. Strengthening original design and improving product quality, behind the "Summer Coat Sale", highlights the decisiveness and wisdom of market operators in facing difficulties. But to truly break through the seasonal limitations of winter clothing and achieve "clothing" sales throughout the four seasons, the way to break through the situation still lies in further approaching consumer market demand, improving quality, and expanding product categories. 'Only selling woolen sweaters' was once a stereotype of the woolen sweater industry in Puyuan, but now when entering the Puyuan woolen sweater market,' all categories' are prominently displayed on billboards. Yu Xiaoqing told reporters that nowadays, sweaters are only a part of the business segments of enterprises, including goose down jackets, jackets, assault jackets, short sleeves, etc. The trend of full category classification is becoming increasingly evident, which is also a microcosm of the development of Tongxiang sweater industry. In the view of Peng Zhen, Deputy Director of the Puyuan Knitting Industry Park Management Committee, behind the anti season hot sales, it reflects customers' pursuit of high cost-effectiveness, eliminating intermediaries, and going straight to the source of the factory. The market is the best teacher. We are keeping up with this changing demand, driving market transformation, and transforming the sweater market from a distribution center to a quality display and trade center, "said Peng Zhen. At present, most business entities are improving product quality by enhancing original design, in order to better break through the peak and off peak season restrictions of down jackets Chen Jie, the Operations Director of Pinghu China Fashion City Company, told reporters that the fashion city has launched a registration system for original design styles, providing protection for the original designs of merchants in the market. The number of original design styles registered has increased from over 800 in 2019 to over 2200 last year. Originality has brought stronger competitiveness and achieved long-lasting sales success. After the Spring Festival, research and development of new products, spring board sampling, May ordering meeting, summer sales of off-season products, August ordering meeting, September entering the peak of procurement, and year-end sales sprint... Nowadays, "orders in all seasons, not idle in all seasons" has become the norm for practitioners in the down jacket industry in Pinghu. (New Society)