"The military coat is out of stock, out of stock!" Recently, merchants on multiple e-commerce platforms have feedback.
The temperature in many places has plummeted. The winter is getting colder and colder, so that the military coat ushers in spring.
"It's not that you can't afford a down jacket, it's that a military coat is more cost-effective. "This is not just a hot stalk on the Internet, the source of factory goods direct sales platform 1688 data show that in the past month and a half, the number of searches for military coats on the platform increased by 236% year-on-day on average, the number of searches increased by 216% year-on-year, and the number of buyers increased by 50% year-on-year.
In order to meet this "replacement" trend, within 10 days, the source of the whole network 1688 emergency replenishment, 1688 carefully selected a "special force" - gather dozens of professional manufacturers of military coats, transform the production line, increase production capacity, strictly control the selection of clothing materials, increase the effect of warmth, buy a piece is also the factory price.
[Caption: Adjust the production line, expand production capacity, the supply of military coats under the overtime of the assembly line, production capacity soared. 】
In 1688, he was selected as a military coat and transferred to Xinjiang long-staple cotton
In 1688, there were 21,894 source manufacturers and 5,140 factories producing military coats.
Pan Jie, general manager of 1688 Yanxuan, introduced that in order to meet the cold wave and the trend of military coats, dozens of high-quality manufacturers were carefully selected to form a "special force" to adjust the production line.
In terms of quality, the factory pays special attention to the selection of production materials, and uses high-quality fabrics and accessories.
After consumer feedback and market research, the warmth effect of the cotton lining of many military coats is limited, "unable to bear minus twenty or thirty degrees in the Northeast", and the other is that the military coat is a bit heavy.
To this end, 1688 carefully selected high-quality long-staple cotton merchants in Xinjiang and other places to improve the effect of warmth and temperature locking, and during production, the factory assembly line added soft and fluffy treatment to improve the comfort of the military coat as much as possible.
Pan Jie added that the style of some military coats is also different from the previous ones with a sense of age, and can also evolve, according to the popular design trends provided by AI, the factory has also "made beauty" of military coats, injecting new elements from the collar corners, waist and other parts to make them look more fashionable.
[Caption: In 1688, the military coats that were urgently selected for work were also incorporated into fashion elements. 】
Out of stock does not increase in price, and buying one piece is also the factory price
Log in to the 1688APP, and you can see in the 1688 strict selection column that the prices of dozens of military coats are mostly tens of yuan, which is about one-tenth of the price of a brand down jacket, or even one hundredth.
Unlike many factories, the ex-factory price must be wholesale, and when you place an order on the platform, one piece is also the ex-factory price.
1688 is a direct sales platform for factory brands, and it is also a concentration of many brand manufacturers, bringing together many well-known brands of original factories, foundries, and well-known brands in the industrial belt. Many small and medium-sized businesses are looking for it.
Compared with other platforms, the real ex-factory price is also more attractive to ordinary C-end consumers. In the past year, more and more college students and young mothers have also "dug up treasures" on 1688 Strict Selection, and it can be found that there were less than 20,000 notes related to this 3 years ago, and in 2022, there will be more than 2 million related notes.
There is no such marketing gimmick as "the lowest price on the whole network", according to Pan Jie, 1688 Yanxuan has an industry standard for price power: the price of goods given by merchants must be close to the reserve price of the past 30 days. Pan Jie explained that the 30-day reserve price of the merchant's official transaction on the platform is basically close to the price he gives to his old customers.
[Caption: The military coat processing factory organized in 1688 was fully operational. 】
"Price assassins" are frequent, and the "flat economy" is rising
"There are more and more brands and higher prices, and they are constantly encroaching on my wallet. "That's how a lot of consumers feel right now.
In Pan Jie's view, the main consumer force such as the "post-95" and the new middle-income group, in the current economic environment, consumption Xi and cognition have gradually changed, no longer simply pursue big brands, do not pay for the outrageous premium of the brand, pay more attention to product quality, ingredients, find more affordable, more cost-effective sources or channels, is their new choice.
"You have a big name, I have a flat body, and I don't lose to you in temperament. Pan Jie said.
The rise of the flat economy has connected the supply and demand sides with a "bowl of water", and 1688, which has mastered the major industrial factories and advanced supply capabilities, has also ushered in a wave of user growth.
Relying on the supply capacity of the platform's industrial belt, there are also Shishi jackets, Jiaxing sweaters and other categories of goods, such as hats, gloves, scarves and other styles to meet the diverse needs of consumers.
1688PLUS membership store has become the choice of many young consumers "replacement", log in to enter the member store can be seen, Sam's, Uniqlo, Decathlon and other well-known brands, have the corresponding "stand-in", the richness of goods, whether it is the pursuit of fashion, simplicity, sports, health, but also enough to make young people who work hard in life live decently.
(Source: China.com Technology)
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