Editor's note: Cashmere sweaters are knitted from cashmere. According to the yarn type, they are divided into woollen knitting and worsted knitting. According to the proportion of raw materials, they can be divided into pure cashmere and cashmere blended, with soft touch. silky, shiny, warm and good, comfortable to wear, with the weather getting colder, the coming months will usher in a cashmere sweater season, mainly brand and quality, as well as design and color.
As the weather gradually turned cold, the sales of cashmere sweaters gradually entered the busy season. Due to the impact of the economic environment, the sales of cashmere sweaters continued to slow this year, especially after the off-season sales in summer, businesses and companies faced no small pressure. Therefore, since November, various businesses have been riveting and ready to fight in the coldest months.
In the sales season of cashmere sweaters, how do businesses meet consumer demand and engage in the end market? The reporter visited several large shopping malls in the capital to find out.
Brand and quality are preferred
Reporters during the visit Wangfujing Department Store, New World Shopping Center and Friends of the department found, Ordos, snow lotus, Heng Yuan Xiang, Pippi dog new autumn and winter cashmere sweaters and other major brands have been listed.
In front of the Ordos cashmere sweater counter in the knitting area of ​​Zhongyou Department Store, Ms. Liu told reporters that she had a special liking for cashmere sweaters: “I still feel cashmere sweaters are the warmest clothes when I wear them. Buy one. Last winter arrived, I only came to buy. As a result, the big brands of good quality new cashmere sweaters were all broken. So I would like to purchase early this year.†The sales staff at the counter also introduced to the reporter: “Cashmere sweaters Different from the ordinary sweaters, more is based on its unique structure and good service performance to win the favor of consumers in the cold winter, its comfort, warmth and fashion, are their magic weapon to win. Because of this, The quality of consumer cashmere sweaters is very high."
The reporter carefully observed the cashmere sweater sales situation of cashmere sweaters and counters this year, and noticed that the new cashmere sweaters were still made of 100% pure cashmere as the main material. They paid great attention to the feel and warmth. Many customers also paid great attention to cashmere sweaters at the time of purchase. Whether it is a pure cashmere material, blended and can not win the favor of consumers. Cashmere sweater sales, is still well-known customers in front of the well-known brand counter more. In the counter before the snow lotus, a cashmere sweater sales have been very good Breaking the code, sales staff is making a call for consumers.
Why does the majority of consumers have a soft spot for big-brand cashmere sweaters? After visiting counters of well-known brands and informing heads of counters, the reporter understood the reasons behind them. Taking Saussurea as an example: “Quality-creating classics†has been It is the development concept held by the people of Saussurea. It not only made the cashmere yarn products stand out, but also composes a song of “Blank Flowers and Beautiful Lifeâ€. Honglian is the core brand of Saussurea Group. First, it was born in 1979, the main hit is 100% pure cashmere clothing. Honglian cashmere sweater was used as a guest gift to foreign dignitaries and distinguished guests, including Japanese cashmere executives of the company's quality reputation of Honglian brand, that red Lotus is in the "use of the brand, intentions to move people." Sales staff said that a customer in the purchase of authentic Honglian cashmere sweater, issued this feeling: "Honglian cashmere sweater, real cashmere, good quality!" Because manufacturers always insist on the quality of cashmere sweaters and the brand's careful maintenance, only to win the trust and favor of consumers for them.
Color and detail design win consumers
In the process of the visit, the reporter also noticed that this year's cashmere sweater has more bright colors. The warm yellowish color, bright orange, and the burgundy atmosphere closely follow the popular colors of this year's clothing, which also attracts more. Young consumers.
Cashmere sweaters are becoming more and more popular with consumers, and at the same time, they are also required to change their products from a single warm type to a fashionable one and a multi-functional type. This will combine the aesthetic and practical functions of cashmere sweaters more scientifically. This year, cashmere sweaters The change of color is undoubtedly the business is doing a positive exploration. According to the reporter, the most prominent thing in the color of cashmere is the brand name. According to the brand leader of Cao Duanxiang, the core competitiveness of the brand is Rich colors. The cashmere yarn color library is a source of inspiration for designers, providing designers with colorful cashmere yarns, allowing designers to create colorful fashion cashmere sweaters through various colors of yarns. designers hope that by hand, changing the traditional cashmere sweater, stereotyped, not the old fashion style, breaking only for the elderly cashmere sweater to wear this bottleneck, make up fashion cashmere.
Businesses online and offline "hand"
Every year in early November, many shopping malls around the country will hold “Cashmere Sweater Festival†to promote new season products. This year, the promotion of shopping malls such as Wangfujing Department Store and New World Mall has begun, in addition to traditionally known cashmere brands. Some young fashion brands are also involved.
The reporter saw in the knitting section of Wangfujing Department Store. The new cashmere sweaters including Hengyuanxiang, Erdos, Phi Phi and many other brands were mostly over 2,500 yuan. Some of the materials were better than 4,000 yuan. However, reporters looked in front of many counters. The signs were marked with promotional information. Some stores affixed "6.5 percent off" labels to individual individual products, while others hit "new minimum 4 percent off" advertisements. The staff of Phi Phi cashmere counters stated that Almost all the goods in the store are discounted. "Original price of more than 2600 yuan to play 4 fold, now as long as 1,000 yuan; original price of 1500 yuan to play 5 fold, now as long as seven or eight hundred yuan; many discounted product sales, some of which have been cut Code."
In the New World Mall, the reporter saw the brand launched a single cabinet "full 100 minus 30" and other promotions, the price of the same paragraph cashmere sweater and Tmall "double 11" online sales price is almost the same, but in addition to the monopoly wool Cashmere clothing outside the brand, such as prime, g2000, etc. also sell cashmere sweaters, attracting many young customers to buy.
In the past Tmall "Double 11" promotion, major brands of cashmere sweater manufacturers are also actively promoted. Ordos Lynx official flagship store in addition to some products 50% off the sale, the shop also launched a full 500 minus 50 discount These promotions have brought a very considerable amount of sales to the merchants. Although the "Double 11" has passed, the reporter found in these online stores, the major online stores still have great promotional efforts. In addition to the entire official flagship store 20% off sale in the field, also introduced more different price, grade area, to provide buyers with more choices.
“Double 12†is coming soon. The reporter learned that the merchants will continue to “protect and escort†the cashmere sweater sales market both online and offline.
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