Apparel / Textiles & Accessories

Entering July, all places have entered the hot summer mode, and in Haining, Zhejiang, the leather fur apparel ordering meeting is being held in full swing, and everyone is preparing for the peak season in half a year.

Haining, Zhejiang: Trade fairs are active, leather goods companies actively stock up

In July, although there were not many consumers in China Leather City in Haining, Zhejiang, buyers from all over the world came here one after another to participate in the order fairs held by various manufacturers.

Chen Chunmei is from Suqian, Jiangsu. She opened a clothing store in her hometown. She said that she likes the minimalist style. At this ordering meeting, I felt that the overall design was good, with many favorite styles, and soon placed multiple orders.

The reporter learned that this year the price of leather clothing raw materials has risen, leather has risen by one to two percent, and mink has risen by more than 50%. Therefore, the wholesale price has also risen. The industry is afraid that the consumer will not accept it, so they are more cautious.

However, from the situation of the order fair, merchants generally believe that although the price of fur has rebounded, it is still at the bottom, and everyone is more concerned about style and design.

Qi Bowen, the person in charge of a leather garment company in Haining, Zhejiang: The mink has risen by 40% to 50%, and the others have risen by 10% to 20%. Customers feel that our designs are better and more satisfied, although the price has risen a bit. , But everyone can still accept it.

The reporter went to a local clothing company in Haining. In the workshop, the staff performed their duties, cutting, proofing, and sewing. The person in charge said that his factory specializes in making furs. There are more than 500 new models this year. Imported less mink, this year's inventory has increased a lot, the cost is relatively low, the wholesale price has risen slightly from last year, and I am more confident in this year's market.

Zhang Yaping, head of a leather garment company in Haining, Zhejiang: According to the current situation, it will increase by 50% to 60%. But at present we are controlling this at 30%. Because of the strong development efforts this year, all profit margins are given back to customers, orders are on the rise compared with last year, and 10% must be there.

Haining, Zhejiang: Live broadcast drives leather sales

Break 10 million yuan in a single game

Since last year, due to the impact of the new crown epidemic, live-streaming sales have grown rapidly. In Haining, Zhejiang, live-streaming sales of leather clothing are also booming, and the sales of a live-streaming can be tens of millions.

In the exhibition hall of a leather garment company in Haining, Zhejiang, the anchor, Dayu, is conducting a live broadcast. The team of 8 people worked together to broadcast for more than four hours, and the sales have exceeded 6 million yuan.

During the short break, Dayu told reporters that the live broadcast started at 1 p.m. and lasted until nine o'clock in the evening. He was also engaged in the clothing industry before. Last year, live broadcasts emerged. I felt that it was an opportunity to participate in the training and start the live broadcast.

E-commerce anchor Big Fish: I just started the live broadcast and only 3 people watched it in 4 hours, which is equivalent to talking to myself, but it has grown very fast. After a month of live broadcast, it can bring you millions of dollars in a single game. It broke out in October last year, and reached 10 million yuan in sales.

Big fish said that there is a leather city and a factory here. There are many styles of leather clothing, quality and quantity are guaranteed, and the price is also favorable, which is becoming more and more popular with young people.

At the live broadcast base of Leather City, the anchor Pepper is preparing for the live broadcast. She told reporters that her company had been doing offline sales before. In July last year, she formed a team to be the anchor by herself, and originally wanted to sell 100,000. That's great. I didn't expect the sales growth to be extremely fast, which was completely beyond expectation.

E-commerce anchor MM Chili Sauce: Combining new products. Suddenly one day, our live broadcast sales rose from 100,000 yuan to more than 1 million yuan. When it was better, there were also 4 or 5 million yuan. On average, it was more than 100. Ten thousand yuan.

The reporter learned from the leather city Douyin live e-commerce base that from September last year to June this year, the number of merchants stationed in the entire base rose from 185 to 304, and the transaction volume increased by multiples.

According to industry insiders, the current live sales mainly focus on leather clothing of 1,000 to 2,000 yuan, while high-end furs priced above 8,000 yuan are still recommended for consumers to buy offline.

Wang Honghui, deputy general manager of Haining Picheng: The details are not clear, nor can I understand it. Only after seeing the scene, I can feel it with my hands and wear clothes to feel it. The visual impact and sensory feelings brought by this are completely different. The same, so for the purchase of high-end fur, I suggest consumers go to the offline market to purchase.