This year’s cold wave after wave, all kinds of down jacket are also selling hot again and again. However, a number of down jackets of the brands of South Korea Yilian group, which was once popular in China with “Hanchao”, were fined as shoddy because of the unreasonable difference between cost price and pricing, and became the first in hot search!
Recently, according to tianyancha information, Yinian (Shanghai) Fashion Trading Co., Ltd., a registered company of South Korea Yilian group in China, was fined for shoddy goods. The cost price of this batch of down jacket is 75 yuan / piece, but the counter price is as high as 1598 yuan / piece, and the tag premium is as high as 20 times. In this regard, Xicheng District market supervision and Administration Bureau of Beijing imposed a fine of 14382 yuan.
In this regard, netizens also opened the mockery mode. “What a pit”, “as long as you are poor enough, you are the leek that the sickle will never cut” and so on.
towards the decaying top stream of Korean clothing, large-scale closing and selling assets
Clothes love clothes should still be many “memories of youth” of the post-80s and 90s.
According to the information on the official website, the e · land group was founded in 1980. It initially started with women’s clothing business. At present, it has developed into the largest fashion retail group in South Korea. Its brands cover more than 40 brands, such as eland, SPAO, prich, Roem, plory and paw in paw. Most of these brands belong to medium and high-end stalls, with thousands of yuan at every turn. Its prich brand has promoted its product as “the dream of 900 million girls”.
More netizens once posted on Weibo that “love for clothes is the dream love clothes I asked for when I was a child”. Its iconic big red ox horn button wool coat (priced at thousands of yuan) was once a “dream love dress” that many post-80s and post-90s student parties could not afford.
Public information shows that after entering China in the mid-1990s, Yilian group expanded rapidly with eland and other brands. At its peak, eland opened more than 8000 stores in major cities in China. Its SPAO, Scofield, teenie, weenie, etc. are C-bit contractors of major shopping malls.
However, this transnational fashion giant with a history of 40 years has experienced a dark moment in recent years. Market analysis said that due to the ebb tide of Korean wave, aging brand, slow digital transformation and the competition of new brands eroding market share, love for clothes began to decline “almost inevitably”.
In 2017, Yilian group sold its brand teenie weenie to China’s vignasi Fashion Co., Ltd. (later Jinhong Fashion Group Co.Ltd(603518) ), which was seen as a sign of its downhill start to sell brands. The transaction price is about 5 billion yuan. However, in 2019, Yilian also took Jinhong Fashion Group Co.Ltd(603518) to court because of the sales contract dispute, believing that the other party’s money was not in place, and there was a dispute over the actual delivery proportion.
In May 2019, Tebu international signed a share acquisition agreement with Yilian group through its wholly-owned subsidiary, and acquired K-Swiss, palladium, supra and other brands of Yilian at a cash price of US $260 million (about 1.75 billion).
By 2020, under the impact of the epidemic, the sales of Yilian group had a double-digit decline for the first time, which was the first time that the group had a large proportion of performance decline since its establishment. At the same time, Yilian group also launched global store closure measures. In the first half of 2020, it successively closed many stores in Daegu, Incheon and other places in South Korea, and even sold the 10-year operation rights of parking lots of more than 20 stores, so as to raise about 700 million yuan of working capital.
In 2017, some stores in Qingdao and Dalian were closed on a large scale, and some stores in Shenyang and Dalian were also closed in China. On April 25, 2020, SPAO officially closed its only store in South China in Guangzhou R & F Haizhu city.
In the list of the top 500 Asian brands released in 2020, Yilian ranked 494, which continued to decline compared with 2019 and almost fell out of the list. In the relevant list in 2021, it has long been difficult to find the trace of love for clothes.
its brand products have been fined
In fact, the brand products of Yinian Shanghai company have been punished many times. According to the statistics of tianyancha information, Yinian Shanghai company has been fined a total of 246000 yuan in the past two years.
According to tianyancha information, at the beginning of 2021, the actual fabric and lining of a women’s wool coat under the brand SPAO of Yilian company were 100% polyester fiber and did not contain wool, which belonged to false or misleading commercial publicity. At that time, Shanghai municipal market supervision and administration imposed a fine of 200000 yuan.
In February, March and April of the same year, Yinian Shanghai company was punished for many times. The reasons for the punishment involved adulterating, adulterating, passing fake goods as real, shoddy goods as good, and passing unqualified goods as qualified goods; Inaccurate and unclear representation of commodity performance, function, origin, etc.
In detail, the company was punished for various problems almost every month last year.
According to the inquiry of the reporter of the fund newspaper, on the consumer complaint platform black cat platform, there are also more than 100 complaints about clothes and love, mainly the price difference of untimely delivery and non refundable insurance price.
successful “counter attack” of domestic down jacket brands
In recent years, the reporter of fund daily observed that Chinese consumers are more and more fond of foreign brands such as “Canada goose” and “moncler”, but more domestic brands.
According to the survey report of Shangguan news, China’s domestic down jacket has a deep historical foundation, mature garment making technology, cheap raw materials and labor costs, but it has no bargaining power, which is almost a common problem in China’s garment industry for a long time.
However, domestic brands are also trying to seek transformation in recent years, and some results have been achieved. According to the data of China down industry association, from 2015 to 2019, the average sales price of down clothing in China increased at a compound annual growth rate of 7.9%, and reached 596 yuan in 2019. It can be predicted that the next few years will be a period of rapid growth in the expansion of China’s down jacket Market.
At the end of last year, when the cold wave hit, there was news in the market that down jacket manufacturers led by Bosideng had extremely hot orders, and the sales of some products increased by 300%.
According to the Research Report of Zhiyan consulting, the market scale of China’s down jacket industry was about 156.2 billion yuan in 2021, with a year-on-year increase of 12.8%.
It can be seen that the ceiling of down jacket industry pricing has been opened. If domestic brands can continue to grasp the market demand and realize high-end brand upgrading, the glory of domestic brands is just around the corner.
