Image source @visions China
Wenzu 20, author 丨 Matte Li Wei, editor 丨 罗立璇
Legend has it, the adult ceremony of each Northeast old girl is to be brought by her mother, buy a mink coat of a glimpse. Now, there is still 1 month from Double 11, many old girls take the lead in achieving this adult ceremony.
On October 11th, Lan Xin, who is tensioning to brush, decided to rest for one night, used to place an order on the Taobao live broadcast of Sydney. This is the second day of the Sydney “Warm Winter Festival” fur. On the day of Lan Xin, I saw the explosion of Sydney and a circle, and it is very difficult to buy a mink coat belonging to himself.
Snow pear herring day live scene map source / Taobao APP
A lot of girls like Lan Xin, who is purchasing the fur who is not bought before. The fur has always been a northern winter in winter. “A good quality down jacket is also nearly 10,000 yuan, the same price is going to buy mink, and the warm effect is better.” Shenyang people explained. In the past two years, fur has gradually gradually, fashionable development, is getting rid of the synonym of “old gas”, so that more young women in the age of 20 are temporary.
Live broadcast is also transforming the fur industry. As the weather turns cold, in Haining, Zhejiang, Liaoning’s Diupao, and the intention of Hebei’s intention of the main fur, live broadcast almost 24 hours. Recent Taobao, the fastest e-commerce live broadcast room is mostly in the middle of the e-commerce. Each dozens of co-priced prices are 300-30,000 yuan, and the minks of different materials are placed on the shopping cart for the audience.
Quickly broadcast a lot of goods from the fur in Haining, Haining, etc. / fast APP
According to the live broadcast of the fast hand, the fur fur merchant GMV broke through 180 million yuan during September 24th to 26th, and the GMV increased by 349% in the GMV, and the total order was more than 700,000 orders. Taobao live broadcast also hosted the “warm winter festival”, Sydney, and the faded record of the fur.
What is it, let the “貂” become the traffic password between live broadcast?
01, young people still love
Lan Xin first “手” is what she has always wanted. This is more than 35,000 yuan in Copenhagen, which was crowned “wealthy valve mink” title, the original price exceeded 35,000 yuan, but after discounted and all kinds of discounts fell to 5,999 yuan. “Too cheaper, the type is good.”
Since then, she continued to bought a fur scarf in the live broadcast, a “grandmother pants” of Australian wool, and only 300 yuan of lamb fur “Dark Mud Wave” after the afterhand. This color is bright, the upper body is good, the name is also very good, and the pricing is extremely friendly, becoming the student party, and it is sold out.
Some explosion of Sydney live broadcast / Sydney Weibo
Lan Xin is a Changchun, from the small family, there is a habit of buying fur, and friends who have a good family are bought each year. But when she just came to the university in Hangzhou, she pulled her fur in the winter, and she still attracted the same attention.
But now, as the fur’s style is gradually abundant, Lan Xin’s friends have gradually think that fur coat looks good. “Most of our students will wear some light, cute, is not a rich woman’s style. ‘Slifting’ can make up for it.” University for three years, under her breeding, several southern students have also prepared Fur coat.
On the other hand, the concept of luxury in fur is also recognized by more young people. Zhang Xin, Shenyang, said, “In his hometown, my big sister will buy fur once a year, and have started to buy a big bag in the last two years. Instead, my young girl around me feels a mink coat, wearing a look, you can display the price.”
Just in Weibo shared the fur coat of the fur coat, I told 20 Agency, in “Big Goose” (Canadian Clothing Brand “Canada Goose”, the leadership and colleagues bought in the past few years, leaders and colleagues . “I wore it out for the first year, I feel a thousand articles in the second year.”
However, the famous wool coat represented by Burberry is not frozen. The down jacket is more likely to be bloated, so the small cherry has already given up “in winter.” She saw her colleagues in winter last year, “It seems very high-end, very outstanding in the crowd.”
On the small red book, there are also many posts on the “fur wardrobe”, “fur collection” and “fur must buy recommendation” label. However, these younger KOL, also noticed that the “zero cruel” and “environmental protection” concepts currently pay more attention to the fashion industry, will carry out some disclaimers, and claim that the fur coat “can use a lifetime”, which is more than each season. Fast fashion clothing is more environmentally friendly.
Little red books, fur is the favorite of ancient people. Also gathered in the store recommendation, sharing, wearing and other content. Image source / small red book APP
Yi Jia has recently chased the Korean group and also has interest in fur. She still remembers the Korean Women’s Dragonfly’s MV in the MV of How You Like That, member Lisa wears fur. This makes her feel fashionable, “but it is really chasing,” but it is really chasing people. “Of course, she also knows the star more inclined to wear environmentally fur, but buy one If you don’t keep warm, you will find a burst of furious fur.
Lisa with fire fur map source / vision China
“Our home is, it will be bought at the age of age, like 20 years old.” Northeast girl Keke told 20 Society, although he didn’t like the 貂, but her old elderside and “not bad money” The small partner will still bought yourself. In her description, the 貂 is like a parent to give the child a gift. “Although there is no bought, but my mother bought me another gift.”
In Kkk’s impression, elders and small partners buy 貂 will still choose to go to fur city, not live runners.佟 二 堡 in Liaoyang City, Liaoning Province is the number one bought in their hearts. This town can meet 35% of the market demand in the national market during the Hessing Period, and Li Xueqin is called “The Spiritual Home of Northeast Women”.
A news of “Huashang Morning News” is enough to show the importance of 貂 and 佟 二 堡. One year, a bus to Diupurg turned on the highway. After climbing from the car, he went to the high-speed intersection and boarded another bus to Di Diurg. This free travel bus from all over the northeast, with more than 80 vehicles per day.
From a larger data dimension, fur has been occupying an important seat in winter clothing, and there are many audiences in the southern cities. “Copenhagen Pedprint 2019/20 Consumer Investigation Report” shows that in Chengdu and Wuhan respondents, 29% and 43% of people will usually wear fur in winter, this number exceeds 27% Beijing and 12 % Shanghai; 56% and 55% of people have purchased fur.
02, sell in live broadcast
In the final analysis, consumers love the price of the market price.
Shenyang Zhang Xin has often purchased fur with his family to Qi Diebao. In his memories, the fur in different materials can be sold to 15,000 -4 million yuan. His mother cuts at least 5,000 yuan because of being able to spend the price of the seller, and is deeply loved by relatives. But even so, the price of a 貂 will not be less than five digits.
But in the live room of Sydney and Lier Baby, there are many merchandise of 3,400, which can be straight down to about 5,000 yuan, and the magnitude exceeds 70%. In the main broadcast of “貂 衣”, the best 5 items of the clothes are sold, the price is between 2500 yuan to 3000 yuan.
Taobao ANG Source / Taobao APP
On October 10, 2017, Weia held a “fur section” in Haining Leather City, a live broadcast of 70 million sales, “earning a set of rooms overnight”, a battle in a battle. At that time, Viya, Taobao live fans were only 1.56 million, and there was no current 1/10.
After that, more women’s anchors were named through the fur. 2020 double 11, a “custom” big fur collar fox fur grass coat Ranked first in the middle. At present, 9,000 pieces have been sold in the “financial valve mink” in the Xuepei live broadcast.
Of course, a full-class anchor like Sydney can sell so many fur in the live broadcast. Comprehensive view, the sales volume of fur live broadcast is still ranked by the root of the vertical anchor of the distribution ground. For example, the first anchor of the fast hand fur is @ 得 衣. According to the melon data, during the fast hand fur section, the sales of 3 days of the hair exceeded 60 million yuan.
In Haining, there are also many transformations that are welcome after the transformation, which leads to the file owner of the user. Shen Ruihong, Haining Lee City Merchant, said in an interview that the price of fur in the past in previous years, the winter, the winter, the second year, even reducing 1, 2, and the winter will become a dead stock. However, with live band, she did not press the goods.
Haining Leather City Annual Source / Tit App
By the Spring Festival 2021, she only had more than 200,000 stocks. The live broadcast at least hundreds per day, spring and summer new and winter models were sold, and it was expected to be digested for two months.
The production is also in designing innovation of fur demand. A fur clothing producer in Hebei is told the media that online broadcast is not only responsible for selling, and it is also necessary to find new product structure. Because, in the physical store, the basic capital is better sold, but the product selling in the live broadcast is exactly the opposite, consumers have higher requirements for fashion, and more effective costs.
Live Base Map Source / Visual China
Manufacturers and some fur clothing anchors began to form their own designers team, so that the design is more in line with the aesthetics of young use, launching a more beautiful design similar to printing Sicily patterns.
In the interview with “new business intelligence NBT” last year, only the industry technology CEO He Yulong said that it is based on the company’s anchor as the core to create a system for fan-oriented design products, flexible production, and collect market feedback by the team’s designers , Collaborate with Haining and other places to complete the design of the product.
Popular party. Source / Visual China
The platform is also injecting your own resources into the product’s design link. For example, Ali has cooperated with Xinji local merchants, combined with big data, establishing Xinji Leather feda · Tmall special supplies, providing new products that meet the young generation of aesthetics.
Interestingly, unlike the fast hand and the red fire of the red fire on Taobao, there is no particularly clear sales strategy in fur. 20 The community asked the official asked the relevant data, but the deadline has not been detailed.
But the good days of mink business are facing threats. Although China is also an important place of origin, in fact, the best quality is from Nordic and North America. Due to the influence of new crown epidemics, the minks of Danish and American farmers have been detected by new crown viruses, in order to prevent variant viruses from being contaminated by humans, they must be killed. In Denmark, 17 million water was destroyed by human being.
Cui Yeyun, president of Copenhagen, China, estimated this year, due to the suspension of Danish mink breeding in 2021, in 2023, the global fur raw material auction line can supply, the mink leather will be 50% more than 2022, reaching only 10 million Zhang left and right. This number is less than one quarter of the global peak supply.
The supply reduction, the price of the mink begins to improve. On the basis of 80% of the prices of the auction in February this year, the sales price of Copenhagen Primmathers auction has increased by 20%. According to Danish Krand, the average transaction price of this auction reached 317 kron, about 318 yuan.
The price increase of mink raw materials increases the cost of the finished processing link. An industry insiders revealed to “Beijing Leather”, and the mink skin purchased by the factory has risen around 130 yuan. In the past 350 yuan, black mink, now rising 480 yuan. The price of each color of the skin rose average of 100 to 150 yuan. According to a short-range set 10 sheets, the cost rose by 1,300 yuan, and the price sold to retailers will be more than two or three thousand yuan higher than before.
This may become a bubble port in the fur industry. In the context of rising raw materials, perhaps only brandening, further improve design capabilities can make more consumers will pay for higher prices.