The cost of down jacket is only 75 1500. It is reported that China Clothing (Shanghai) Fashion Trading Co., Ltd., which was recently registered by Korean Clothing Group, was punished for its inferior clothing. The cost is only 75, and the down jacket is actually priced at 1500.
The down jacket with a cost of only 75 is priced at 1500 1. Recently, Yi Nian (Shanghai) Fashion Trading Co., Ltd., a company registered in China by Korean Yilian Group, was fined for shoddy goods. The cost price of this batch of down jackets is 75 yuan/piece, but the counter price is as high as 1598 yuan/piece, and the tag premium is as high as 20 times.
The company's brands cover more than 40 brands such as Elantra and SPAO, and the price is thousands of dollars. It used to be the dream of 900 million girls, and the big red ox horn button wool coat was once a dream dress that many post-80 s and post-90 s student parties could not afford.
However, the down jacket you bought five years ago may be "appreciating".
Since the end of 20 18, Bosideng, a domestic down jacket brand, has changed its previous consumption image of high quality and low price, and has become the fastest growing down jacket brand.
"As long as 700 yuan, very cheap. This is already the lowest down jacket in our store, and it is definitely worth buying. " A shopping guide in a corner of the Taiping Bird Store is recommending this "cost-effective" explosive down jacket to customers.
According to statistics, only in 20 18 years, the price of Bosideng down jacket products rose by about 25%, and the average unit price reached 1200 yuan, and the leading brands increased their prices by 40%.
According to incomplete statistics, the prices of second-and third-tier down jacket brands in China have also increased by 30%, and the prices of joint brands such as Taiping Bird, Xuezhongfei and Jack Jones have also exceeded the 1000 yuan mark.
In the context of economic recession, major clothing brands have taken discount promotion activities, but the price of down jackets is still "unrestrained", but the sales volume has not declined.
Behind this, is the brand intentional or helpless?
The down jacket industry has entered the "10,000 yuan club", especially Dengfeng 2.0 series, and its retail price is close to that of international luxury down jacket brands such as Mengkelai and Canada Goose.
"The price has gone up, and we have changed the spokesperson. Now the basic price of down jacket is more than 2000 yuan. Even with the price increase, the sales in the store are still good.
In FY 2020, the online sales revenue of Bosideng brand badminton clothes accounted for 3 1.8%, and the unit price exceeded 1.80 yuan.
Prices are rising year by year, will down jackets eventually become luxury goods?
The cost is only 75%, but the down jacket is priced at 15002. According to beijing business today Today, the clothing (Shanghai) Fashion Trading Co., Ltd. recently registered in China by the Korean clothing group was punished for its inferior clothing.
The cost price of these down jackets is 75 yuan/piece, but the counter price is as high as 1598 yuan/piece, and the label premium is as high as 20 times.
As of 202 1, 1 1, 3, two of these down jackets have been sold.
Beijing Xicheng District Market Supervision Administration believes that the above products violated the provisions of Article 50 of the Quality Law of People's Republic of China (PRC), and fined them 14382 yuan, and confiscated their illegal income and property.
A down jacket costs 20 times, which is a bit pitted. Everyone knows that the clothing industry is profiteering, but the profit of 20 times is a bit pitted. The netizen who saw the penalty notice was angry.
Therefore, Beijing Xicheng District Market Supervision Administration believes that the above products violate the provisions of Article 50 of the National Quality Law of People's Republic of China (PRC). The products of Yinian (Shanghai) Fashion Trading Co., Ltd. are mixed, adulterated, counterfeit or unqualified, and they are fined 14382 yuan, and the illegal income 1322.45 yuan is confiscated, and the illegal property is confiscated.
According to public information, Yinian Shanghai Company owns more than 40 brands such as ELAND, SPAO, Prich, Roem, Plory and PawinPaw.
Most of these brands belong to high-end stalls, which cost thousands of dollars at every turn.
I just checked the clothes of this Korean brand in the online shopping mall and saw a down jacket of 1559 on the home page. The design is too old-fashioned, so I am curious. Let's take a look at the penalty notice and sell it for 2 yuan. Who bought two such down jackets at home? What a rich man!
Let's analyze this profit situation carefully. The price of two pieces of clothes is 2237, one is the actual price 1 100 yuan, and the profit of two pieces of clothes is 1322 yuan, which means that a down jacket at the cost price of 75 yuan was sold for 1 100 yuan, and finally the seller made a profit of 65438.
Isn't that a little unreasonable? Can the quality of down jackets with a cost price of 75 go to heaven? Is it silly to be our common people?
The cost is only 75, and the down jacket is actually priced at 15003. This year's cold wave after wave, all kinds of down jackets are also selling well. However, a batch of down jackets under the brand of Korea Yilian Group, which was once popular in China by virtue of the "Han Dynasty", were punished as inferior and ranked first in hot search because of the disparity between the cost price and the pricing!
(Source: Weibo screenshot)
Recently, according to Tianyancha, a registered company of Korean Yilian Group in China, Yi Nian (Shanghai) Fashion Trading Co., Ltd. was fined for shoddy goods. The cost price of this batch of down jackets is 75 yuan/piece, but the counter price is as high as 1598 yuan/piece, and the tag premium is as high as 20 times. In this regard, Beijing Xicheng District Market Supervision Administration imposed a fine of 14382 yuan.
(Source: Tianyancha)
In this regard, netizens have also started the teasing mode. "What pit", "As long as you are poor enough, you are a leek that can never be cut by a sickle" and so on.
The decline of Korean clothing
Large-scale closing of stores and sale of assets
Clothes in love should still be a lot of "youthful memories" after 80 s and 90 s.
According to official website's information, Yidi Group was established in 1980. It started as a women's clothing business and has now developed into the largest fashion retail group in Korea. Its brands cover more than 40 brands such as Elantra, SPAO, Presch, Roma, Plory, Paw in Paw, and most of these brands belong to middle and high-end stalls, with prices of several thousand yuan. Prich, its brand, once advertised its products as "the dream of 900 million girls".
(Yilian Group brand source: official website screenshot)
Some netizens once posted in Weibo that "the love in clothes is the dream clothes I wanted when I was a child". Its iconic big red button wool coat (priced at thousands of dollars) was once a "dream dress" that many post-80 s and post-90 s student parties could not afford.
(Source: Weibo screenshot)
According to public information, Yilian Group entered China in the mid-1990s and expanded rapidly with brands such as Elantra. At its peak, Elantra opened more than 8,000 stores in major cities in China. Its subsidiaries SPAO, Scofield, Tian Jingjing, etc. We are contracting for the C position in major shopping malls.
However, this 40-year-old multinational fashion giant has experienced dark moments in recent years. According to market analysis, it is "almost inevitable" that Aiyi will start to decline due to factors such as the ebb tide of the Korean Wave, brand aging, slow digital transformation, and new brand competition eroding market share.
In 20 17, Yilian Group sold its brand Teenie Weenie to China Vignas Fashion Co., Ltd. (later Jinhong Group), which was regarded as a sign of decline and began to sell brands. The transaction price is about 5 billion yuan. However, in 20 19, Yilian also took Jinhong Group to court for the dispute over the sales contract, arguing that the other party's money was not in place and the actual delivery ratio was controversial.
20 19 May, Xtep International signed a share purchase agreement with Yilian Group through a wholly-owned subsidiary, and acquired K-Swiss, Palladium (paladin) and Supra brands under Yilian at a cash price of US$ 260 million (about 175 million yuan).
By 2020, under the impact of the epidemic, the sales of Yilian Group showed a double-digit decline for the first time, which is the first time that the group has experienced a large proportion of performance decline since its establishment. At the same time, Yilian Group also launched global store closing measures. In the first half of 2020, many stores in Daegu, Incheon and other places in South Korea were closed, and even the ten-year operation rights of parking lots of more than 20 stores were sold to raise about 700 million yuan of working capital.
In the China market, SPAO also experienced a large-scale store closure on 20 17. Some stores in Shenyang, Beijing, Chongqing, Wuhan, Chengdu and Qingdao have closed one after another, and the only store in Dalian has also closed. On April 25th, 2020, SPAO officially closed its only store in South China, located in R&F Haizhu City.
(Source: World Brand Lab)
In the list of the top 500 Asian brands published in 2020, Yilian ranked 494, which continued to decline compared with 20 19 and almost fell out of the list. In the related list of 202 1, it has long been difficult to find traces of clothing love.
Its brand products have been fined many times.
In fact, the brand products of Shanghai company have been fined many times. According to the statistics of Tianyancha, the total fine of Shanghai Company in the past two years was 246,000 yuan.
(Source: Tianyancha)
According to the data of Sky Eye Survey, at the beginning of 20021,a ladies' wool coat of SPAO brand of Yilian Company was actually made of 100% polyester fiber with no wool, which was a false or misleading commercial propaganda. At that time, the Shanghai Municipal Market Supervision Administration fined him 200,000 yuan.
In February, March and April of the same year, Yinian Shanghai Company was fined several times. The reasons for punishment involve doping, adulteration, shoddy, shoddy, and passing off unqualified goods as qualified goods. The description of performance, function, source, etc. is inaccurate and unclear. The goods.
After all, the company was punished for various problems almost every month last year.
According to the reporter of Fund Daily, there are more than 100 complaints about clothing love on the black cat platform. The main contents are that the delivery is not timely and the price difference is not refunded.
(Source: Black Cat Platform)
Domestic down jacket brand successfully "counterattacked"
In recent years, the reporter of "Fund News" observed that domestic consumers are increasingly favoring not foreign brands such as "Canada Goose" and "Moncler", but more domestic brands.
According to the investigation report of Shangguan News, China's domestic down jackets have profound historical background, mature clothing technology, cheap raw materials and labor costs, but they just have no bargaining power, which is almost a long-standing common problem in China's clothing industry.
However, in recent years, domestic brands are also striving for transformation and have achieved certain results. According to the data of China Down Industry Association, from 20 15 to 20 19, the average annual compound growth rate of down jackets in China was 7.9%, reaching 596 yuan in 20 19. It can be predicted that the next few years will be a period of rapid growth in the expansion of the domestic down jacket market.
At the end of last year, the cold wave struck, and it was reported in the market that the orders of down jacket manufacturers headed by Bosideng were extremely hot, and the sales of some products increased by 300%.
(Source: Zhiyan Consulting)
According to the research report of Zhiyan Consulting, the market size of down jacket industry in China in 20021year was about156.2 billion yuan, up by 12.8% year-on-year.
It can be seen that the ceiling of down jacket industry pricing has been opened. If domestic brands can continue to seize the market demand and upgrade high-end brands, then the glory of domestic brands is just around the corner.