The Evolution Of Down Jacket Industry And The Brand Rebuilding Of Snow Flying

Xue Zhong Fei, the classic brand of China's down garment industry, has experienced the constant evolution and iteration of the down industry. Nowadays, it is taking the posture of "young people's down jacket" in the winter clothing market.

stay clothing With the increasingly fierce competition in the industry, no matter because of the changes in consumption patterns and digital technology, the rules of the industry have been broken, the distribution channels have been subverted, or because of the emergence of new competitors, the market competition has escalated again, and traditional brands have been hit by this. But there are still some local brands in the two mountains under the two-way pressure, in order to change their own development, out of a bright road suited to their own.

Down garments, as a special category in the clothing industry, have been said: "to make down garments, decide the victory in 90 days, and to harvest a harvest in three months" shows that the down jacket is a strong seasonal single season clothing category. Looking at the history of China's down garment industry, it can be said that from the beginning of 80s to the first heyday of 2007, the brands of Bosideng, Xue Zhong Fei, Yalu, ice cream and ducks and ducks emerged. Most of them were department stores as an important sales channel, and as far as possible to ensure that the area occupied by shops in shopping malls, and ultimately achieve maximum sales. Xue Zhong Fei, the classic brand of China's down garment industry, has experienced the constant evolution and iteration of the down industry. Nowadays, it is taking the posture of "young people's down jacket" in the winter clothing market.

Diversification intensifies competition and snow flies into reverse direction

The clothing industry is a competitive market, especially for Down garments. According to trend analysis, in 2012 -2016 down clothing entered the cold winter stage, sales performance continued to decline, sales channels decreased, and some down garment manufacturers went bankrupt, showing a market downturn. In addition, the diversified development of the four seasons brand and the online brand of Hai Lan home, Semir, La Natsu Bell, Han Duyi, Yin man and so on have intensified the competition of down jacket.

Xue Zhong Fei was founded in 1999. Since its launch, it has captured a large number of young consumers with vigor, sports brand genes, fine fabrics, exquisite workmanship, fashion design and excellent quality. All along, Xue Zhong Fei has been keeping pace with the times, innovating and innovating, striving to keep pace with young consumers and always walk on the forefront of the down jacket trend.

In the downfall of the down garment industry, the snow flying down garment is in reverse direction, gaining a strong share in the domestic market and becoming one of the fast growing brands in China's apparel industry. When asked about the reasons, Zhu Xiangdong, general manager of snow China, explained to China clothing net: "we can win this achievement because we always insist on" users first ", creating greater value for users, satisfying customers' needs and yearning. At the same time, snow flying will continue to create four kinds of initiatives: innovation driven, network collaboration, data intelligence and excellent operation to create high quality products, serve good users and obtain more consumers' trust.

New and old market alternately "user first" to achieve leapfrog

According to the relevant data, now 80, 90 or even after 00 is gradually becoming the main force of the new generation of consumer, followed by a major change in consumption patterns, they have a further demand for clothing, not only reflected in the quality of the process, but also pay more attention to fashion and personalization. "Young people are the future of the market, leading the development of the times. If we want to resonate with young people, we must start from their hearts, seize their value proposition, implement effective interaction, generate better brand value-added, respect their preferences, and truly win young consumers. " Zhu Xiangdong said.

This is the way the market is always changing because of the constant changes in consumption demand, but if there are challenges, there will be opportunities. In 2017, after the reconstruction of the brand, snow insisted on the first and comprehensive efforts of users.

In terms of brand remolding, Xue Zhong Fei determines the brand positioning of young, dynamic, fashionable and sports based on the original genes such as vigor and movement, and is committed to making Chinese young people full of love and freedom.

In terms of product development, based on brand positioning and young people's play / material / intelligence / four life styles, combined with the current trend, we have established interactive communication with consumers through different colors, patterns and styles. For different needs of men and women for down clothing, determine the different process and structure. Among them, women express their confidence and vitality in bright colors, eye-catching, color and fashion trends. Men are more focused on practical and warm keeping, adding functional, outdoor sports and other detailed design, so as to express the vitality of snow flying more deeply.

In terms of retail mode, snow global marketing embraces users, with the advanced retail mode of SPA+ as the whole channel, and realizes snow direct flight from brand dealers to retail terminals, through intermediation operations, and offline SPA mode + online pure camp mode to layout new retail, so as to realize the sharing of products, sharing of members, service sharing, promotion and sharing, making snow flying closer to consumers, embracing consumers, realizing effective interaction between brands and consumers, and ultimately providing consumers with an online, offline and integrated consumption experience.

Four seasons expansion, snow flying "how to break the single season Commodity Operation" as an important consideration of future development topics, and put forward the "four seasons" strategy. Xue Zhong Fei firmly believes that only by implementing the whole category operation of the brand throughout the year can we bring a better product experience to consumers.

"SPA, all channels, four seasons, brand remolding" four strategies put forward, comprehensively help Xue Zhong Fei brand and retail mode of two-way spanformation, truly "user first", let domestic Down Jackets Embark on new products + new retail + new road.

Start from the heart and face more uncertainty with innovation.

In 2018, Xue Zhong Fei put forward the theme of "starting from the heart" of the enterprise's annual promotion. Through the "three creation" mechanism of innovation, creation and entrepreneurship, combined with the "four plus three" organizational atmosphere of open, sharing, learning, innovation and happiness, healthy life and organizational learning, we hope to build four big communities in the internal and external teams, the target community, the interest community, the value community and the life community, so that people can have better careers and lives. At the same time, they will also better interpret Xue's youth, vitality, fashion and sports style, and convey the feeling of young consumers' fashionable vitality and freedom.

For the future, Zhu Xiangdong said: "in the next development, snow has a clear plan and dream. In 2018, the strategic goal of "four new" was put forward. First is the new dream, a brand is ten billion; second is the new brand, makes an Internet brand, and becomes an interactive brand with consumers. Third is the new retail, the snow in the new retail layout will go all out, will be better and more advanced retail technology and technology to meet consumers; Fourth is the new team, Xue Zhong Fei to create an empowering network organization, to avoid the drawbacks of traditional enterprise matrix organization structure. Only by activating individuals and activating organizations, Xue Zhong Fei can face more uncertainty in the future, so as to promote greater value creation with innovation, and hope that more enterprises and brands can enhance confidence and strength for Chinese brands.

Of course, the development of the brand does not stop there. In addition to the four new construction of new dream, new brand, new retail and new team, and returning to the origin of marketing, starting from the product itself is also a major direction for the future development of snow flying brand. The flying snow will always be young and energetic. fashion Sports brand tonal, quality based, user oriented, continuously develop new products, give brand more new cells, provide love and freedom for Chinese young people. In the end, Xue Zhong Fei will become the leading brand of China's dynamic fashion sportswear.