Fabric Products,Fabric Information,Fabric Factories,Fabric Suppliers Fabric News Implementation of the new national standard: Down jacket merchants encounter “double world”, the secret of Govan’s out-of-stock situation

Implementation of the new national standard: Down jacket merchants encounter “double world”, the secret of Govan’s out-of-stock situation



The implementation of the new national standard: Down jacket merchants encounter “two worlds”, and the secret of Govan’s out-of-stock situation is revealed It’s the season to buy down jackets …

The implementation of the new national standard: Down jacket merchants encounter “two worlds”, and the secret of Govan’s out-of-stock situation is revealed

It’s the season to buy down jackets again, but unlike previous years when they made a lot of money, some experts who rely on low-quality and low-price products have tasted the “bitter fruit” this year. A few days ago, some people posted a video complaining that they had stocked up on hundreds of thousands of down jackets when prices were at their lowest, only to lose all of them.

It turns out that as early as April 1 this year, GB/T 14272-2021 “National Standard of the People’s Republic of China for Down Clothing” came into effect. The “New National Standard” explicitly stipulates that down jackets must be marked with “down content” to replace “Fleece content”. Only down jackets with an express value of no less than 50% can be called down jackets. As a result, some are really happy and some are sad. However, Govan’s high-end goose down jackets are sold out, even to the point of “hard to find”.

Formulating high-quality goose down clothing standards. Enterprise standards far exceed national standards

“I used to think I had picked up a bargain when I saw a big sale on Douyin. Now I have become smarter and know how to look at the ingredients. Some down jackets are so cheap that you can’t help but buy them instantly, but when you look at the down content , just let it go rationally.” Ms. Chen, a white-collar worker, told reporters that you really need to have some basic common sense when shopping for goods on Douyin. Many merchants sell substandard goods. Although the price is very beautiful, The qualityis also appallingly low.

In the context of the implementation of the “new national standard” for down jackets, the platform also attaches great importance to the product quality of down jackets. In order to control low-quality down jackets, Douyin e-commercedown jackets” “Quality Selection” quality standards, the platform and testing institutions conduct two-way management and control of Douyin e-commerce platform merchants. This means that if the 50 down jacket under the old national standard (that is, the down content/down content is 50%) has too much velvet, it will not be sold on the Douyin platform because the product does not meet the standard.

Some down jacket manufacturers revealed that the introduction of the new national standard will help improve the lint problem, and will definitely have an impact on shoddy down jacket brands and online authorized brands.

On the contrary, some businesses with excellent quality have tasted the benefits of the introduction of the new national standard. For example, down jackets from Bosideng and Govan are selling like crazy. In particular, Govan’s black gold series is no longer in stock, and the minimum pre-sale period is 15 days. Not only that, as some platforms compete to see who has the lower price, the price of the black gold series is also rising.

On November 23, Cecilia Cheung appeared in Gao Fan’s Douyin live broadcast room. The 300 pieces of Cecilia Cheung’s same black diamond series that were launched that day were sold out instantly.

The reporter learned that the secret to being able to sell goods out of stock is that Gao Fan has a corporate standard that is much higher than the national standard. As the first company in the industry to formulate high-quality goose down clothing standards, with the recent publication of Gao Fan’s “High-Quality Goose Down Enterprise Standards”, “High-Quality Goose Down Clothing Enterprise Standards”, “Luxury Goose Down Clothing Enterprise Standards” and “Luxury Goose Down Enterprise Standards” Revealed, the reasons behind it emerged.

The black gold series products are very popular, and they are very particular about face and appearance

A few days ago, Gao Fan disclosed a random inspection report of the official flagship store. From the report, it can be seen that the items tested not only fully meet the requirements of the “Quality Selection” Quality Standards for Douyin E-commerce Down Jackets, but all indicators are far beyond the Much higher than the national standard. For example, the diamond velvet value, the national standard requires no more than 120 strands, but the black gold sample that Gao Fan was randomly inspected had a diamond velvet value of only 4 strands. Another example is the down filling amount. The national standard requires that it be greater than 397g*0.95, but the actual measured down filling amount of the Govan sample is as high as 416g, which is 19g more than the highest standard of the national standard.

Gaofan co-founder Zhang Chuangui revealed that there are many companies in the industry that play tricks on the bottom line. For example, the national standard requirement for down filling is greater than 397g, and a 5% loss is allowed. For some companies, this can be achieved It is no longer easy to meet 95% of the national standards. “We do the opposite. Considering that there may be velvet loss during the production process, we will deliberately give the factory 3-5% more.”

“Really don’t treat consumers as fools.” Talking about why such high standards are required, Zhang Chuangui said that maybe the standards may be too professional for consumers, and maybe they don’t understand what the values ​​mean. What, but the moment they put on the product, they can clearly feel the difference between different products.

“The lining and face of our clothes are the same, and we are also the first company in the industry to introduce the concept of visual products. However, most companies create products that have a good face, but the inside cannot be scrutinized. They just use fabric to cover all the threads. .” Zhang Chuangui revealed.

“The reason why black gold products can achieve such a low diamond velvet value is inseparable from the complete set of standard processes behind the product, and it also reflects the ingenuity of the company. As the so-called good horse goes with a good saddle, we use Hungarian High-end velvet, British Coats thread, German gold needle, etc. Airbags around the world use this kind of needle and thread. You can’t even breathe out, let alone velvet. Maybe our processing fee for a goose down jacket is just It is equivalent to the entire cost of a low-end product on the market.” Zhang Chuangui revealed.

Pay attention to details to convey corporate philosophy and pursue high-quality developmentRoute

However, in the process of formulating corporate goals, Gao Fan’s team also encountered unexpected difficulties. In Zhang Chuangui’s view, indicators that can be detected, such as density and dehydration resistance, are hard indicators, but some indicators that are difficult to define numerically make suppliers feel “unreasonable.”

A supplier of fabrics for foreign luxury brands once complained to Zhang Chuangui that Govan’s requirements were higher than Moncler’s. It turns out that Govan’s requirements for fabric feel and luster have reached the extreme. For example, the same black fabric was used, but Gao Fan requested that the black color be softer and not emit luminescence. This is because for Asians with yellow skin, the colder black color will make their faces look ugly. When looking at fabrics, staff repeatedly compare colors at different times of the day, indoors and outdoors. This kind of paranoia and competition has caused Gaofan’s suppliers a lot of headaches, and has also caused many suppliers to retreat.

Even in terms of packaging bags and storage methods, Gaofan has a set of scientific corporate standards. Zhang Chuangui explained that according to the corporate standard, they used non-woven fabric packaging bags. When the first batch of hard samples came out, she rejected them and the factory The boss was very surprised, because the thick packaging bags showed that the materials used were genuine. But Gao Fan insists on the softness of the packaging bag, because once the material is hard, sharp corners will appear, thus crushing the down jacket. This also makes the quality of Govan’s packaging bags a ceiling in the industry. “The reason why we use non-woven fabrics instead of conventional transparent plastic bags is on the one hand for environmental protection, and on the other hand it is also for the pursuit of breathability and fluffiness.” Zhang Chuangui explain.

The reporter saw in Govan’s storage warehouse that unlike other companies whose products are folded in advance, all Govan’s products lie completely flat and are not folded until they are shipped. The purpose is also to maintain the quality of the down jacket. Fluffiness. And all Govan products are delivered using SF Express, so the company spends a lot of money on logistics expenses every year.

The reporter learned that some of these corporate logos are based on the standards of big international brands. In recent years, Govan has sent a team to continuously learn the quality and craftsmanship of luxury brands. In recent years, Govan’s corporate vision has been updated annually. Zhang Chuangui told reporters that during the off-season in April and May every year, the company will collect problems that have arisen in various aspects including design, fabrics, quality inspection, warehousing, etc. in the past year to target inconvenient operations, production waste, and inconveniences to consumers. Good experience and other cases are targeted to solve the problem, making the formulation of corporate standards more complete.

“The launch of the new national standard has given us reassurance, and we feel that we are on the right track in insisting on high-end and high-quality in recent years.” Wu Kunming, chairman of Gaofan, said that if the entire industry wants to develop, it must not stand out alone. In this way, it is easy to encounter the situation where bad money drives out good money. “We will make some corporate standards public in the hope that they can become industry standards. We also hope that a group of honest companies will participate to make the down jacket industry bigger and stronger.”

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