Down competition entered the second half, Evan confirmed the down fashion with an independent attitude

In 2017, a Canadian down jacket brand, Canada Goose, was popular in China for its “crazy robbing”. “Three minutes to buy a shop, Chinese tourists snapped up the Canadian goose”, this brand has made its mark due to the “money bag” of China’s outflow. This can't help but make people think that Chinese down jackets are really not as good as foreign countries?

In fact, China, as the world's largest feather producing country, has rich down resources and accounts for 70% to 80% of the global down industry. Its down processing capacity and technological level are among the world's leading. With the expansion of the down market demand, the new down brand has emerged, resulting in the competition between brands. The major brands have also adjusted their policies and product structure, and strive to occupy a leading position in the down industry. In this market competition, the domestic down jacket brand - Avon (AWR) has always emphasized the new brand tonality in the core value of "Courageously Denying the Past", injecting new fashion and vitality into the down jacket industry.

With the gradual adulthood after 00, a new generation of consumers has become the core of consumption and has become the main engine for the growth of the apparel market. According to the data, Generation Y and Generation Z contributed 85% of the luxury market consumption last year. By 2025, they will spend 45% of the total in luxury goods. From the data, the way of thinking of a new generation of consumers is affecting the development of the clothing market and changing the purchasing habits of ordinary consumers. In this trend, Evan infiltrates new consumption habits and patterns, combines down jackets with trend elements, and designs casual and novel products to resonate with young people.

When it comes to down jackets, is it a bloated, old-fashioned, non-trendary word in your mind? Evan breaks the traditional model and aims at the fashionable millennial consumers. The avant-garde fashion sense and unique design express that the down jacket can also be personalized, tailored and stylish, and break the down jacket with original and diversified forms. The image inherent in the minds of consumers offers more possibilities for a new generation of consumers to embrace fashion.

The down apparel industry is booming. According to the data, the entire down apparel industry exceeded 200 billion in size last year. More and more brands are entering the down jacket market, and foreign high-end brands are also entering the market quickly. Under this circumstance, Evan, who has more than ten years of experience, tapped the market with a confident and calm attitude and was favored by many consumers.

Evan is aiming at a group of independent women who have their own purchasing power and are opinionated. There are many high-end down jacket brands such as Canada Goose and Moncler in their wardrobes, and Evan has become the best choice for this group of consumers to expand their daily wardrobes with high quality, fashionable and innovative.

With the influx of foreign down brands and the rise of new brands, the down apparel industry is facing new challenges. Evan tries to embrace the typical elements of the trend, using graffiti design, exaggerated silhouette design, unique tailoring, individual color matching and comfortable soft fabrics to express the attitude of modern young people in pursuit of originality, fashion and casualness. Grab the share in the down industry.

Compared with the traditional down jacket brand, Evan found a balance between fashion women's and down jacket design styles, both for brand consumers and the market, emphasizing self-confidence, women, and chic, personalized design. Three-dimensional tailoring and casual style are very attractive. In addition, Evan strives to create a good "brand reputation", adopting an innovative business model, selling original, fashionable but affordable products, and has become a unique brand in the domestic down apparel field.

In addition to the strong appeal of positioning, Aiwen analyzes the inner needs of a new generation of consumers at a close distance. In 2015, the company's headquarters changed, three-dimensional geometry, elegant and quiet, simple and low-key design, clearly showing the brand image, promoting brand awareness and products. The series is at the forefront of fashion and is more intimate with the brand concept and market. In addition, in 2017, Evan changed the name of the brand, changed the "Evan" to "AWR", from Chinese to English, and the words between the lines confirmed that Evan is in line with international standards, and sent a signal of belonging to the down apparel industry.

With the rise of a new generation of consumers, new consumption patterns are gradually upgrading. New consumers are no longer limited to offline shopping. Live broadcasts, videos, and star wears are slowly affecting their purchasing decisions. Trying new models is their most enjoyable. Evan has been exploring and discovering the route that can seize the minds of consumers, and looking for the brand concept and spiritual connotation of celebrities in line with the brand tonality. Deng Jiajia, Yan Qingzi, Wang Likun, Yuan Wei, Liu Xuan, etc. have become the stars of Avon. Bind the young trend audience to match the image and connotation of the Evan brand to expand the brand influence. By creating a new marketing force and increasing the high viscosity of consumers, Avon has thousands of terminal stores across the country, which are spread all over the country and will continue to grow in the future.

The data shows that although the compound annual growth rate of China's down apparel market is nearly 7%, the share of professional down jackets is constantly being eaten by fashion brands. Therefore, the fashion of down jackets has become a trend, which also indicates that the down jacket industry is awakening. Simultaneously. The millennial consumption model is gradually infiltrating the consumer market, which will also drive the expansion of the down apparel market.

On May 16th, Evan will hold a 2018 autumn and winter new product launch conference in Tonglu, Hangzhou, with a new attitude to prove Evan's own original beliefs. On the basis of the down jacket category, Tanwen has changed the original business model and embraced the trend culture. To meet the needs of a new generation of consumers, with a steady stream of freshness to ensure consumer excitement.