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Recently, on various social media platforms, foreigners from Europe and other places have started the "boasting mode", and they are not stingy in praising the "heating artifact" from China.

The electric blankets, heaters, hot water bags and turtlenecks that we usually take for granted are becoming popular abroad.

According to customs data, from January to August 2022, Yiwu exported 190 million yuan of thermal insulation products, including air conditioners, heat pumps, water heaters, and electric blankets, a year-on-year increase of 41.6%; From January to August, Zhejiang exported 6.468 million electric blankets, up 32.1% year on year; According to customs data, 648000 of them were exported to the EU, up 114.6%.

In addition, during the "Double 11" period, down jacket enterprises also ushered in a wave of sales peaks. With the implementation of the new national standard, the market of hundreds of billions will further develop towards standardization and high-end boutique. The "warm economy" is developing vigorously.

Exporting "Hot List" Enterprises Run to Join the Heating Equipment Track

According to industry insiders, the peak sales season of heaters in Europe usually ends in September, but recently there have been many urgent replenishment orders from European customers and large supermarkets and other buyers.

According to customs data, since 2022, China's exports of home appliances such as air conditioners, electric heaters and electric blankets to Europe have grown, with electric blankets leading other categories at a 97% growth rate.

Behind the hot sales of heating equipment is China's sound and perfect industrial system and industrial chain. According to Tianyan's data, up to now, there are more than 1.455 million enterprises related to heating appliances in China, and the number of enterprises in Jiangsu, Shandong and Guangdong ranks first.

It is the daily work of these Chinese heating equipment manufacturers to increase horsepower and work overtime recently. With more than 1.4 million well-established upstream and downstream enterprises in the supply chain, China's heating equipment is of high quality and low price, and can be rapidly produced and shipped, which is incomparable to other countries.

In fact, as early as last year, many enterprises added heating appliances business. According to Tianyan data, in 2021, heating related enterprises will have the largest number of new registrations. In March this year, more than 20000 enterprises added heating equipment business; From March to November, nearly 150,000 enterprises have joined the heating equipment track, and the average monthly enterprise registration has reached more than 16,000.

However, according to media reports, although heating equipment is sold out in Europe, the profit margin of Chinese manufacturers is not high.

According to Tianyan's data, 48.1% of the enterprises related to heating appliances have a registered capital of less than 1 million yuan, which is at the stage of "small and beautiful". Only 12.8% of the enterprises have a registered capital of more than 10 million yuan.

Faced with this situation, enterprises also realize that innovation and upgrading can only last for a long time. On the one hand, they independently develop new products according to market demand, and on the other hand, they develop according to customer requirements.

According to Tianyan data, there are more than 844000 patent information of heating related enterprises, showing a steady growth trend year by year. Among the types of patents, utility models (47.9%) and inventions (41.4%) accounted for a relatively high proportion. Some enterprises are not satisfied with simple heating, but continue to develop patented technologies such as humidification and mute, and dynamically adjust to meet the changes in market demand.

Down jacket is purchased crazily, and enterprises are making efforts to develop "black technology"

According to customs data, it is not only heating appliances that are popular, but also clothing, shoes and hats enterprises that welcome opportunities. Warm water bags, turtlenecks, bareleg artifacts, autumn clothes and trousers have entered the "shopping cart" of women in Germany, Britain, Poland, the Netherlands and other countries.

Down jacket is the most important clothing to keep cold in winter. According to customs data, China's down jacket market will reach 156.2 billion yuan in 2021 and 195 billion yuan in 2024.

According to the "Double 11" data of an e-commerce platform, in the near future, about 100 million down jackets are viewed online every day. On average, there are 1.03 down jackets in the shopping cart of each Fujian person, and 1.04 down jackets in the shopping cart of each Guangxi person. Even Hainan people who were not wintering are buying down jackets.

Simple wind protection and warmth preservation can no longer meet the needs of consumers. Product design, technology, function and production process are all new concerns for consumers to buy down jackets.

Since last year, domestic down jackets have been continuously optimized and upgraded. In the past, the situation that "China's down jacket is inferior to foreign brands in technical research and development and design" has been reversed, and the technical content of clothing, footwear and hats products can also be constantly improved.

Tianyan data shows that at present, there are more than 62000 down jacket related enterprises in China, and the number of Jiangsu, Zhejiang and Shandong related enterprises ranks first, with more than 11000, 8000 and 4900 respectively; From the time of establishment, the proportion of enterprises established more than 10 years is relatively high, accounting for 12.7%.

In the past two years, domestic down jacket enterprises have been making efforts in material application, fashion design and black technology. According to the data of Tianyancha, the number of new patents of down jacket enterprises has been growing continuously. In 2021, 846 patents will be added. Before 2022, 857 patents will have been added. A patent abstract named "self-cleaning down jacket" shows that it belongs to the technical field of down jacket, which can not only reduce the washing times, but also extend the service life of down jacket.

This winter is also the first sales season after the landing of the new national standard for down jackets. Since April 1 this year, the new national standard for down clothing has been officially implemented. Down fillers are no longer marked with "down content", but with "down content". Previously, some vendors would make an article on "down content", adding down filaments to down fillers or directly buying raw materials with low down content. However, the warmth retention of cashmere is poor, and cashmere is the core component of warmth retention. The higher the proportion of "cashmere content", the better the warmth retention. In the "new national standard", not only the "down content" is clearly revised to "down content", but also the content is required to be no less than 50%, which means that down jacket manufacturers can effectively prevent down jacket manufacturers from using a large amount of down silk mixed with inferior products, and reduce the confusion of consumers spending high prices to buy low-quality products. The insiders said that this will also improve the competitiveness and influence of China's down clothing in the international market.