According to media statistics, in the hot list and praise list of thermal suits on Tmall, there are not only old brands such as Cat People, Sanfu, Lanza, Hongdou, but also new brands such as Jiaonai, Jiaoxia and ubras.
The phenomenon of the increase of new entrants is more obvious in the down jacket track, Tianyan data show that nearly half of China's down jacket related enterprises were established in the past 10 years, and more than 260 new registered related enterprises were registered from January to October this year.
Ma Gang told reporters that the warm category is a subdivision, can launch a small number of single products, focus on large single products, for new entrants, low risk, but also easy to explode, compared with the full category cut, input and output is relatively high.
IPG China chief economist Bai Wenxi believes: "There are three reasons for new entrants to target the thermal clothing market: first, the market demand is large, as the temperature drops, consumer demand continues to grow, and the market potential is huge; Second, the profit margin is high, warm clothing through manufacturing and research and development, the price is generally higher, the profit margin is larger; Third, there is a wide space for innovation, and the technology of warm clothing continues to innovate, such as the application of new technologies such as graphene and antistatic, which has brought more possibilities to the market.
However, the old and new players play differently. Zhu concluded that established companies have brand influence and mature supply chains, and can consolidate market share through brand marketing and product lines; New entrants, on the other hand, focus more on innovation and attract consumers by developing new thermal materials and technologies.
Bai Wenxi also mentioned that the old player brand is well-known, good reputation, and has a stable customer base. Focus on product quality and performance; The new players focus on innovation, driven by technology, product development, the pursuit of differentiation, their marketing methods are diverse, good at using social media and influencer effect to attract young consumers.
In addition, Cheng Weixiong believes that new brands generally have a deep understanding of online channels, and respond quickly and more flexibly in terms of pricing and product adjustment; While traditional brands are deeply cultivated offline channels, each has its own advantages.
As the experts say, the new entrants have shown their advantages in terms of innovation. The reporter noted that Jiao-inside launched a "hot skin warm clothing" series of products for different temperatures, data show that in the Tmall flagship store, the total sales of "hot skin 3 series" warm sets showed 200,000 +, and more than 40,000 people paid in the month. On the Tiktok platform, the sales of "Hot PI 501+" and "Hot PI 301+" have exceeded 1 million yuan in the past 30 days.
In fact, it is the joint promotion of all parties in the market that makes the warm clothing track hot. It is understood that at 8 p.m. on December 17, the peak period of 2023 Jingdong warm clothing super category Day was fully opened, and Jingdong joined hands with Bosideng, edition and MO&Co. And many other brands, including warm clothing, sports shoes, fashion winter boots, thermal underwear, children's warm and so on a full range of cold equipment.
Cheng Weixiong believes that there are many entrants, and the power points are different, but it is certain that the future integration of online and offline development is a major trend. Traditional brands will also go online and make full use of online tools; New brands need to land and strengthen their offline experience.
