Analysis Of The Marketing Of Chinese Silk Products In March 2020

I. market fundamentals

In March 2020, the National Cocoon and silk industry information service monitoring sample business silk goods sales increased significantly, 62.5%[Hubei Meng Si Jia Green Health Products Co., Ltd. did not produce and sell, and started in April; Zhejiang golden Fuchun Group Co., Ltd. was relocated in the second half of the year due to the relocation of the unit factory building. As of April 23rd, the number of enterprises submitted was 36. Sales rose by 165.5%, while silk sales increased by 43.5%. The total sales volume of silk products decreased by 43.5% compared with the same period last year, with a slight decrease in sales.

(1) sales scale

The National Cocoon silk industry information service monitoring data showed that in 2020 1-3, the sales volume of the National Silk sample enterprises was 519 million yuan, down 43.5% from the same period last year, the decline was narrowed by 1.9 percentage points compared with 1-2 months. Among them, the total sales volume of the top 10 enterprises was 39.4% lower than that of the previous year, accounting for 81.2%, representing a 5.5 percentage point increase compared with the same period last year, while sales of other enterprises decreased by 56.3% compared with the same period last year. In a single month, the sales volume of the National Silk sample enterprises in March was 183 million yuan, up 62.5% from the same month, down 39.7% from the same period last year.

The total sales volume and sales volume of home textiles decreased year-on-year, while the sales volume, sales volume and inventory volume increased in the same month. The monitoring data of the National Cocoon and silk industry information service showed that in 1-3 months, the sales volume of home textile products was 326 thousand and 800, down 57.6% from the same period last year, and sales volume was 208 million yuan, down 52.2% from the same period last year. Among them, silk sales and sales decreased by 64.3% and 58.8% respectively. In a single month, the sales volume of home textile products in March was 98 thousand and 700, an increase of 98.6%, a year-on-year decrease of 63%, and sales of 65 million yuan.

The annulus rose by 53%, down 48.8% compared with the same period last year, and the stock volume was 544 thousand and 700, which rose 3.7% compared with the same period, down 8.3% from the same period last year. Among them, silk was increased by 41.4%, 9.3% and 19.1%, respectively, in terms of sales volume, sales volume and inventory volume.

The total sales volume and sales volume of silk and silk fabrics decreased, and the sales volume, sales volume and inventory volume increased. The monitoring data of the National Cocoon and silk industry information service show that in 1-3 months, sales of real silk satin products were 3 million 580 thousand and 600 meters, down 42.2% from the same period last year, and sales volume was 165 million yuan, down 43.4% from the same period last year.

In a single month, sales of silk and satin products in March were 1 million 650 thousand and 900 meters, up 234.9% from the same month, down 40.5% from the same period last year, and sales volume was 70 million yuan, up 165.5% from the same month, down 41.4% from the same period last year. The stock was 2 million 500 thousand and 500 meters, rising by 24.1%, a decrease of 16.2% over the same period last year. Clothing sales and sales increased year-on-year; sales, sales and inventories rose in the same month. The monitoring data of the National Cocoon and silk industry information service showed that in 1-3 months, clothing sales volume was 1 million 412 thousand and 600, up 10.7% from the same period last year, and sales volume was 70 million yuan, up 4.6% from the same period last year.

In a single month, sales of clothing products in March were 468 thousand and 400, up 22.9% and 13.6% respectively, and sales were 21 million yuan, up 4.9% and 10.8% respectively, compared with the same period of last year, with 286 thousand and 300 stocks and 0.9% and 5.6% respectively.

The total sales volume and sales volume of silk garments decreased year by year, and the sales volume and sales volume increased month by month. The monitoring data of the National Cocoon and silk industry information service showed that sales of silk clothing products were 191 thousand and 700 in 1-3 months, down 19.1% from the same period last year, and sales volume was 59 million yuan, down 45.9% from the same period last year. In a single month, the sales volume of silk clothing products in March was 58 thousand and 500, an increase of 2.7%, a year-on-year decrease of 38.8%, a sales of 21 million yuan, an increase of 10.3%, a decrease of 38.1% over the same period last year, 201 thousand and 600 stocks, a decrease of 1.2% and 55.9% respectively. The cumulative sales volume of other commodities decreased year by year, and sales increased year-on-year. The monitoring data of cocoon and silk industry information service showed that sales volume of other commodities was 1 million 501 thousand and 500 in 1-3 months, down 6.4% from the same period last year, and sales volume was 17 million yuan, up 3.9% from the same period last year.

In a single month, sales of other commodities in March were 495 thousand and 600, up 40.9% from the same month, down 1.5% from the same period last year, and sales volume was 6 million yuan, up 28.6% and 38.3% respectively, compared with the same period last year. The stocks were 339 thousand and 300, increasing by 29.1% compared with the same period last year, decreasing by 3.5% compared with the same period last year.

(two) sales structure

Home textile sales accounted for a smaller proportion. Data show that in 1-3 months, household textile sales accounted for 40.1% of the total sales volume of silk products (the same below), representing a decrease of 7.3 percentage points compared with the same period last year; the proportion of silk and silk fabrics was 31.8%, an increase of 0.1 percentage points over the same period last year; clothing accounted for 13.5%, an increase of 6.2 percentage points over the same period last year; silk garments accounted for 11.3%, a decrease of 0.5 percentage points over the same period last year. Commodities accounted for 3.4%, an increase of 1.6 percentage points over the same period last year. In a single month, household textile sales accounted for 35.8% of the total sales volume of silk products in the same month in March, a decrease of 2.2 percentage points from the previous month, a decrease of 6.3 percentage points compared with the same period last year, and 38.1% of the silk and silk fabrics, an increase of 14.8 percentage points from the previous month, a decrease of 1.1 percentage points over that of the same period last year, and clothing accounted for 11.4%, a decrease of 6.3 percentage points from the previous month, compared with the same period last year. The proportion of silk clothing was 5.2, 11.3%, 5.4 percentage points lower than the previous month, 0.3 percentage points higher than the same period last year, and 3.4% of other commodities, 0.9 percentage points lower than the previous month, a 1.9 percentage point increase over the same period last year.

Two, late market forecast

Affected by the spread of the new crown pneumonia epidemic, the overall demand for textile and clothing has declined. According to statistics, in March, retail sales of clothing, shoes and hats and needle textiles decreased by 34.8% compared with the same period last year. The total export volume of textiles and clothing decreased by 15.1% compared with the same period last year. In April, with the continuous improvement of the domestic epidemic prevention and control situation, the production and life order was quickening and resumed, and the textile and garment enterprises resumed their work and resumed production speed rapidly. It is expected that sales of silk goods will increase in recent years, but still lower than the same period in previous years.