Global EditionASIA 中文雙語Fran?ais
    Business
    Home / Business / Companies

    Down coat brand Orolay finds fame on Amazon

    By Shi Jing in Shanghai | China Daily | Updated: 2019-12-18 10:07
    Share
    Share - WeChat
    A model wears a signature garment of down coat brand Orolay-an olive green paneled one priced under $100-which has been given a special name by consumers: the Amazon coat. [Photo provided to China Daily]

    Qiu Jiawei, founder of down coat brand Orolay, was astonished when the brand name went viral on the internet overnight among some of the most fastidious buyers in the world.

    The last week of February was the most grueling time since Qiu founded the brand in Jiaxing in East China's Zhejiang province seven years ago. Bombarded with phone calls and messages, Qiu said he received interview requests from more than 20 media organizations.

    The company's signature garment-an olive green paneled down coat priced under $100-has been given a special moniker by consumers: the Amazon coat. Qiu estimates Orolay's annual sales revenue will hit $40 million this year, while the figure was only $5 million in 2017.

    The internet, especially social media, was responsible for Orolay's instant fame and profitability. A news story that appeared in New York magazine in late March 2018 first revealed the passion of buyers in New York's Upper East Side for the down jacket. Lauren Epstein, a Chinatown-based stylist, told the magazine that the Amazon coat reminded her of the Italian luxury clothing brand Moncler or The North Face's black puffy coat that first appeared in the 1990s. The coat even stole the heart of Ana Maria, the fashion director at the US luxury department store Neiman Marcus, who described the coat as a near ubiquitous item.

    Apart from its own hashtag, the coat even has its own Instagram account under the name "the Amazon coat", which has registered more than 260 posts since January, showing pictures of people of all ages and from all professions wearing the viral consumer hit.

    One year later, the Financial Times described the Orolay down jacket in an op-ed column as "a crucial distinction from past fashion sensation" that would possibly pose disruptive threats for the luxury goods industry.

    Overseas buyers have continued to show a preference for the jacket this winter, spurring the company to raise the price from under $100 to nearly $140.

    To date, the coat has won more than 7,000 four-star and above reviews on Amazon-its major distribution channel. At the Amazon Global Selling summit held in Shanghai on Dec 11, Jiaxing Zichi Trade Co Ltd-the parent company of Orolay-was named the most innovative seller for 2019. The affordable price, the quality comparable to luxury brands and the interest among global consumers were the reasons that Orolay won the award together with big industry names such as Chinese electronics giant Xiaomi Corp.

    When Qiu first launched the brand on Amazon in 2013, he never imagined that Orolay would become the top-seller in North America among all of the 150 million products sold on the platform. During the first year, the company only sold 400 pieces.

    With a production base in Jiaxing, the independent design center established in 2016 is key to Orolay's success in the US market, according to Qiu. Over time, the company has built a 20-person design team, the majority of whom have grown up with the brand. As Qiu explained, it is quite difficult to find experienced designers who know the preferences of US and European consumers. Therefore, training designers based on market response is the best approach.

    "Most of the down jackets or coats sold in North America have features such as waterproof materials. Fashion elements are less stressed, which is the signature of Orolay down coats," said Qiu.

    While the company also produces chairs, storage cabinets and bar stools, more than 80 percent of its annual sales revenue now comes from down coats. Although the exact number could not be released, Qiu said that the annual growth rate was more than 200 percent since 2017. The success in North America helped Orolay move into the European market in 2018. Now, Europe is the fastest growing region for Orolay down coats, he said.

    At present, Orolay down coats are only available in overseas markets. During the early days, Qiu tried to set up business on Alibaba's platform. But the intense competition on the domestic e-commerce platforms as well as the continually increasing costs prompted him to choose another trajectory: cross-border e-commerce.

    The global selling service launched by e-retailing juggernaut Amazon in 2012 came just in time. A total of 13 overseas sites including those in the US, Canada and Italy are open to Chinese sellers, on which products made in China can be sold directly to overseas buyers in those countries.

    A survey from global consultancy Accenture released in April showed that the annual sales revenue growth rate of cross-border e-commerce was double that of domestic platforms. Up to 20 percent of the global e-commerce turnover is contributed by cross-border e-commerce.

    Cindy Tai, vice-president of Amazon China, said at the summit on Dec 11 that Chinese companies, which have shown competitive edge in manufacturing and industrial chain mapping in the past, have seen their innovation capability enhanced over the past few years, making an important contribution to the global industrial chain. While Amazon is more competitive in import and export business in China, its focus will remain unchanged for the upcoming year, she said.

    After the successful experience with Amazon, Qiu is dreaming big.

    "We would like to create a fashion brand loved by people all over the world," he said.

    Top
    BACK TO THE TOP
    English
    Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
    License for publishing multimedia online 0108263

    Registration Number: 130349
    FOLLOW US
    CLOSE
     
    精品无码国产自产拍在线观看蜜 | 无码囯产精品一区二区免费| 日韩av无码中文无码电影| 亚洲av无码一区二区三区网站| 无码中文字幕av免费放dvd| 日韩精品无码免费一区二区三区| 欧美日韩中文国产va另类| 一本色道无码道在线| 99无码熟妇丰满人妻啪啪| 亚洲午夜国产精品无码 | 内射人妻少妇无码一本一道| 亚洲中文字幕无码久久综合网| 无码囯产精品一区二区免费 | 亚洲精品无码高潮喷水在线| 中文在线√天堂| 在线精品自拍无码| 久久久久无码精品国产app| 人妻丰满AV无码久久不卡| 亚洲精品无码成人片久久| 免费无码又爽又刺激高潮软件| 最近中文字幕电影大全免费版 | 亚洲熟妇无码八V在线播放| 无码精品一区二区三区免费视频| 亚洲AV人无码激艳猛片| 一区二区三区人妻无码 | 无码国产福利av私拍| 亚洲av中文无码乱人伦在线咪咕 | 极品粉嫩嫩模大尺度无码视频| 最近中文字幕高清免费中文字幕mv | 亚洲成A人片在线观看中文| 天堂√在线中文资源网| 无码中文字幕日韩专区视频| 国产中文字幕视频| 亚洲电影中文字幕| 久久久久亚洲精品中文字幕| 色婷婷综合久久久久中文字幕| 中文字幕一区二区三区日韩精品| 国产成人精品一区二区三区无码| 精品亚洲AV无码一区二区 | 亚洲精品无码专区在线在线播放| 国产亚洲精久久久久久无码77777|