Under the background of large temperature drop in many parts of the country, warm clothing ushered in the sales peak.

Recently, Jingdong released the "2023 Thermal clothing Consumption Observation" (hereinafter referred to as the "Observation") shows that since December, men's down jackets, women's down jackets, thermal underwear have become the most concerned products in clothing, and the turnover accounted for 16%, 12.7% and 6.5% respectively.
"China Business Daily" reporter noted that this year there have been many hot words about warm clothing, "military coat" has become a trend of some young people's clothing, the price of down jacket is controversial, and warm clothing "black technology" has been on the hot search. Whether it is the sales data, or the topic, warm clothing has been lively in this winter, and the market has also shown new trends and characteristics.
Ma Gang, an expert in the footwear industry, believes that this year's warm clothing will still put functionality in the first place, with practical and cost-effective. In addition, there are also many categories that look for selling points in the consumption scene, such as hardshell clothing is a typical outdoor scene; There are also many emerging manufacturers to launch more products and marketing selling points, which also improve the market activity.
The thermal clothing market shows new characteristics
The sales of warm clothing are most obvious on e-commerce platforms. Jingdong data show that in mid-December, many kinds of warm clothing received attention, the search volume of down jackets increased more than 5 times, the turnover of sports down jackets increased 10 times, the turnover of cashmere sweaters increased 6.4 times, the turnover of fur fur increased 103%, and the turnover of wool coats, scarves, gloves and other products increased 4 times.
According to the market of commodity data, in the past month, the sales of thermal sets on the Tiktok platform alone have exceeded 100 million yuan, the growth rate of GMV (gross merchandise transaction) has reached 36.94%, and the number of multi-day page views has exceeded 10 million.
The topic of warm clothing is also always a hot topic. "It is not that down jackets can not afford, but military coats are more cost-effective", college students buy military coats in groups on the hot search; Thousands of dollars, down jacket "expensive" hot search; Aerogel, volcanic rock, graphene, self-heating, a series of warm "black technology" has triggered heated discussion.
Behind the sales and topics, there are new features and trends in the thermal clothing market.
A research report of Shanghai Securities believes that the warm clothing market in 2023 presents many new changes, and the three-in-one storm jacket has become the new favorite of the warm market this year, that is, the outdoor sports are penetrating into the daily wear; Sales of domestic brands have risen particularly sharply.
"The scene is rich and personalized." For the characteristics of the warm clothing market this year, Cheng Weixiong, a senior brand management expert and founder of Shanghai Liangqi Brand Management Co., LTD., believes that each consumer class has its own needs and understanding of warm clothing, and will choose corresponding products for different scenes and preferences.
Pan Jun, director of commodity strategy consulting of a global famous consulting company, believes that the warm clothing market this year has the following new characteristics and trends compared with previous years, the first is the hot online sales: affected by the epidemic, online shopping has become the main channel for consumers to buy warm clothing, and the data of the e-commerce platform has increased significantly; The second is the growth of personalized demand: consumers are no longer satisfied with the basic thermal function, for the style of clothing, color, material and other higher requirements, personalized, differentiated products are more popular; Finally, functional products are popular: warm clothing with scientific and technological content, such as graphene, antistatic, far-infrared and other functional products are sought after by consumers.
Zhu Kri, founding president of the National Research Institute of New Economy, told reporters that with climate change and consumers' increasing concern for environmentally friendly products, green and sustainable thermal materials and technologies have begun to receive more attention. For example, some brands have launched down jackets made from recycled materials that are both environmentally friendly and warm. In addition, the trend of digital intelligence is also reflected in the thermal clothing market, such as detecting body temperature through smart wearable devices and regulating the thermal performance of clothing. These new features reflect the growing consumer demand for environmentally friendly, more high-tech thermal clothing.
The "Observation" released by Jingdong also mentioned that from the point of view of consumers, product quality, thermal performance, clothing material, wearing comfort and style design have become the main focus of buying warm clothing.
Ma Gang believes that this reflects the consumer preference for the combination of performance and comfort, focusing on the practicality and quality of products.