Thermal underwear market this winter is a bit "cold"

With the increase in raw material prices and rising labor costs, thermal underwear prices have generally risen this year, and sales of warming underwear with increased prices have declined. In the Shenyang area, some shopping malls have withdrawn their thermal underwear sales counters from stores, and sales of thermal underwear in several regions in the country have decreased compared with previous years. In addition, the purchase of thermal underwear has seen a trend towards "aging."

The sales volume has dropped by 30%. The reporter recently visited several large shopping malls and clothing wholesale markets in Beijing. As the current temperature in Beijing has not dropped significantly, sales of thermal underwear have not reached a climax, which is a decrease of 30% compared with the same period of last year. many. "From the current sales situation, this year's thermal underwear is not selling well. In the past, when the temperature dropped every year, consumers who came to buy thermal underwear would increase. There are not many people who can buy this year. We counter today. Only sold two sets.” Beijing Zhongyou department store thermal underwear counter salesperson told reporters. "The thermal underwear is still not selling well." Ms. Zhang, who runs a garment wholesale business, said that the price of thermal underwear has risen this year, and the purchase price of clothes has been much higher than last year. Due to rising prices, there are not many consumers who come to buy thermal underwear. “At this time last year, there were many customers who came to wholesale wholesale thermal underwear and buy zero. This year, it was very rare. One day, my shop did not sell a set of clothes.”

When the reporter wandered around the clothing wholesale market, he met Mr. Li, a boss who was entering underwear products, and the reporter immediately chatted with him. “In recent years, my shop has been operating thermal underwear business. Last year and the business of the previous year were very prosperous, and this year’s business was not as strong as expected. On the one hand, there were fewer consumers to buy, and on the Other hand, they were disposable. The number of purchases has also been reduced a lot. Last year, when a good business was completed, a customer could buy 4 or 5 sets. This has not happened this year. Therefore, the quantity of goods that I have come to purchase has also decreased this time. Sell ​​it," said Mr. Li.

The withdrawal of counters from malls This year, the sales of thermal underwear in the Beijing market have declined. The thermal underwear in Shenyang has also been subjected to “cold encounters.” Many shopping malls have even withdrawn their thermal underwear counters.

This reporter learned that there are no thermal underwear sales counters in many large shopping malls on Taiyuan Street in Shenyang City. Only the associate company has set up a thermal underwear counter, which is suitable and cool, three*, Pierre Cardin, and snow bamboo. A brand of thermal underwear for sale. However, according to the person in charge of the mall, sales of thermal underwear are not satisfactory.

The reporter then contacted several large shopping centers in Shenyang that targeted consumers as young people. The answer was generally that the mall had already abandoned the sales of thermal underwear. “The consumers who buy thermal underwear have obviously decreased, the market demand has decreased, and the products have been sold less naturally. Many merchants that distribute thermal underwear have withdrawn their merchandise counter from the mall this year,” said the person in charge of a shopping mall in Shenyang. .

Purchase group "aging"

The reporter learned from a number of large-scale shopping malls and wholesale markets in Beijing that consumer groups buying thermal underwear now have an “ageing” trend. Young people buy very little, and consumers are mostly forty or fifty. “When thermal underwear is just popular, different stars can often be seen on TV as endorsers. At that time, the purchasing population is more balanced in terms of age structure. However, with the changes in the trend in recent years, more and more Young people no longer like to wear underwear, and gradually get away from the thermal underwear market.” Ms. Wang, who has been selling thermal underwear for many years, said. “The young people are buying less and less, and thermal underwear is mostly loved by older consumers. Just like the three consumers who bought thermal underwear in my home today are all 40 years old and over 20. The young girl and the young man are basically not." Ms. Zhao, who distributes thermal underwear in the wholesale market, told reporters. “There are also a small number of young consumers who buy thermal underwear, but most of them are bought for relatives and friends, and buy them very little. Now, thermal underwear is not favored by young consumers. On the one hand, thermal underwear style Not fashion, on the other hand part of the thermal underwear to wear will be more bloated.” Beijing Juntai Department Stores thermal underwear sales counter salesman said.