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, comfortable, and as the weather gets colder, cashmere shirts will usher in the sales season in the coming months, mainly brand and quality, as well as design and color.

As the weather turned cold, sales of cashmere sweaters gradually entered the busy season. Due to the impact of the economic environment, sales of cashmere sweaters continued to slow this year, especially after the off-season sales in summer, businesses and companies are facing 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

The reporter found during the visit process of Wangfujing Department Store, Zhongyou Department Store and New World Shopping Mall that autumn and winter products of big brands such as Ordos, Xuelian, Hengyuanxiang, Phi Phi and others 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 wear cashmere shirts, I feel that the cashmere sweater is the warmest, and the cold weather quickly rushes to the mall. 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 sweater Different from the ordinary sweaters, more is to win the favor of consumers in the cold winter with its unique structure and good service performance. Its comfort, warmth and fashion are all magic weapons 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, and 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 are making adjustments for consumers.

Why does the majority of consumers have a soft spot for big-brand cashmere sweaters? After visiting the counters of well-known brands and the people in charge of the counters to understand the situation, the reporter understands 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 Life”. 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 VIP guests, including Japanese cashmere executives of the company's quality reputation of Honglian brand, believe 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 careful maintenance of the brand, won 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 brilliant colors. The warm yellowish color, bright orange, and 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 transform 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. 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. We hope that through the hands of designers, we can change the traditional, rigid, and unfashionable appearance of cashmere sweaters. Breakthroughs in cashmere sweaters are only suitable for middle-aged and older people to wear this bottleneck, and cashmere is also fashionable.

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 other brands were mostly over 2,500 yuan, and 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 posted “6.5 percent off” labels on individual items, while others hit “new lowest 4 percent off” ads. The staff of Phi Phi Cashmere counter stated that Almost all 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 same section of cashmere shirt folded price and Tmall "Double 11" online sales price is almost the same, but in addition to monopoly wool Cashmere clothing outside the brand, such as prime, g2000, etc. also sell cashmere sweaters, attracting a lot of young customers to buy.

In the Tmall “Double 11′′ promotion activities just past, major brands of cashmere sweater manufacturers also actively participate in promotions. In addition to 50% off some products, the Ordos Lynx official flagship store also launched a full 500 minus 50 discount. These promotions have brought a very considerable amount of sales to the merchants. Although "Double 11" has passed, the reporter found in these online stores that the major online stores still have a lot of 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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