Winter is coming, do you also want to buy a warm and stylish down jacket?But when you walk into the mall and see those high-ranking ** labels, will you also feel shocked and helpless?
You may not know that now some domestic down jackets have been sold for 7,000 yuan, or even higher. Are these down jackets worth so much money?Are they reaping the IQ tax of the middle class?Let's take a look.
1. Why are down jackets getting more and more expensive?
As a traditional winter warm clothing, down jackets have always been loved by consumers. However, in recent years, with the trend of domestic consumption upgrading, the first generation of down jackets has also risen, and many brands of down jackets have entered the era of 1,000 yuan, or even 10,000 yuan.
According to the statistics of the China National Commercial Information Center, from 2015 to 2020, the average unit price of down jackets in China increased from 432 yuan** to 656 yuan, an increase of more than 50% in five years. This is just the beginning. There are reports**, down jackets will continue in the future**, and by 2027, it is expected to reach 8316 yuan of **.
So, why are down jackets getting more expensive?There are several reasons for this:
The cost of down**. Down is the main raw material of down jackets, and it is affected by factors such as market supply and demand, feed, and environmental protection policies. In recent years, due to the shrinkage of the domestic duck and goose breeding industry, the production of down has declined, while the demand is increasing, resulting in the continuous rise of down.
According to statistics, in 2019, the average domestic down ** was 300 yuan per kilogram, and in 2020, this figure has risen to 400 yuan, a year-on-year increase of 33%. Moreover, due to the different quality of down, there is also a big difference, and high-quality down can even be sold for more than 1,000 yuan per kilogram.
The premium price of the brand. The ** of a down jacket depends not only on the cost, but also on the brand. Brand is an intangible asset, which can bring emotional value such as trust, recognition, and belonging to consumers, and can also bring higher profits to manufacturers.
In recent years, with the improvement of the aesthetics and taste of domestic consumers, many domestic down jacket brands have begun to pursue high-end, fashionable and personalized routes, create their own brand images and stories, and improve their brand premiums.
For example, some of the **down jackets** of brands such as Bosideng, Yalu, and Snow Flying have caught up with international brands, and the price of some products even exceeds 5,000 yuan. For example, the average price of a certain brand of down jackets is four or five thousand yuan, and the most expensive one is even sold for 7,000 yuan.
The psychology of the consumer. The ** of down jackets depends not only on supply, but also on demand. The psychology and behavior of consumers will also affect the down jacket.
In recent years, with the improvement of the income level and quality of life of domestic consumers, many consumers are no longer satisfied with low-cost down jackets, but have begun to pursue higher quality, design and brand.
Some consumers even believe that the higher the down jacket, the more it can reflect their identity and taste, and the more they can be recognized and envied by others. This kind of psychology will also stimulate the *** of down jackets
To sum up, the first time that down jackets are getting more and more expensive is the result of a combination of many factors, including objective cost factors, as well as subjective brand and psychological factors. However, are these factors enough to support the ** of down jackets?Are these down jackets really worth the money?It depends on their value for money.
Second, how cost-effective is the down jacket?
The cost performance of down jacket refers to the ratio between the performance of the down jacket and the value of the down jacket, which can reflect the true value and reasonableness of the down jacket. So, what are the properties of down jackets?The main aspects are as follows:
Warmth. Warmth is the core function of down jackets, and it is also the indicator that consumers are most concerned about. Warmth depends mainly on the quality and content of down, as well as the structure and design of the down jacket. The quality of down is mainly determined by factors such as the **, type, fluff ratio, and fluffiness of down.
Generally speaking, goose down is better than duck down, the higher the proportion of down, the better, and the higher the fluff, the better. The content of down refers to the weight of the down filled in the down jacket, which is generally measured in grams.
The higher the down content, the better the warmth. The structure and design of the down jacket mainly include the version, fabric, sewing, zipper and other details of the down jacket. Generally speaking, the more fit the down jacket, the more windproof and waterproof the fabric, the denser the sewing, the smoother the zipper, and the better the warmth.
Comfort. Comfort is an important function of down jackets, and it is also an indicator that consumers pay more attention to. Comfort is mainly determined by the weight, breathability and softness of the down jacket. The weight of a down jacket refers to the total weight of the down jacket, which is generally measured in grams. The lighter the weight of the down jacket, the better the comfort.
The breathability of a down jacket refers to the ability of the fabric and lining of the down jacket to expel heat and moisture from the body, keeping it dry and comfortable. The more breathable the down jacket is, the better the comfort. The softness of a down jacket refers to the surface of the down jacket.
The texture and feel of the material and lining give a soft and comfortable touch. The softer the down jacket, the more comfortable it is.
Fashionability. Fashionability is an additional function of down jackets, and it is also an indicator that consumers pay more attention to. Fashionability mainly depends on the style, color, details and matching of the down jacket. The style of the down jacket refers to the shape and length of the down jacket, which can reflect the style and personality of the down jacket.
The more diverse the style of the down jacket, the better the fashionability. The color of the down jacket refers to the color and collocation of the down jacket, which can reflect the temperament and mood of the down jacket. The richer the color of the down jacket, the better the fashionability. The details of the down jacket refer to the pockets, hats, fur collars, zippers and other small parts of the down jacket, which can reflect the quality and details of the down jacket.
The more delicate the details of the down jacket, the better the fashionability. The matching of down jackets refers to the combination of down jackets and other clothing, shoes, bags, etc., which can reflect the overall effect and style of down jackets. The more reasonable the combination of down jackets, the better the fashionability.
So, what are the ** of down jackets?The main aspects are as follows:
Market**. The market refers to the actual selling price of down jackets in the market, and it is the most intuitive indicator of down jackets. The market** is affected by factors such as market supply and demand, competition, consumer psychology, etc., and may have large fluctuations and differences. Generally speaking, the higher the market, the lower the cost performance.
Cost**. The cost refers to the production cost of the down jacket, which is the most basic indicator of the down jacket. Costs** include down procurement costs, fabric procurement costs, processing labor costs, transportation logistics costs, etc. Generally speaking, the higher the cost**, the lower the cost performance.
Brand**. Brand refers to the brand value of down jackets, and it is the most important indicator of down jackets. Brand** includes brand awareness, reputation, loyalty, influence, etc. Generally speaking, the higher the brand, the lower the cost performance.
To sum up, the cost performance of down jackets is determined by the performance and comprehensive performance of down jackets, which can be expressed by the following formula:
Value for money = (warmth + comfort + fashion) (market** cost** brand**).
So, how cost-effective is a down jacket for 7,000 yuan?Let's take a look.
Third, a down jacket of 7,000 yuan is really a middle-class IQ tax
7,000 yuan a down jacket, isn't it expensive?Isn't it high-end?Isn't it worth it?You may think so, but you may not know that these down jackets are actually very low value for money, and they are actually harvesting the IQ tax of the middle class. Why?Let's break it down:
The warmth is not high. Although the 7,000 pieces of down jackets claim to use high-quality down, in fact, their warmth is not much higher than that of ordinary down jackets. Because, the warmth of the down jacket depends not only on the quality of the down, but also on the content and distribution of the down, as well as the structure and design of the down jacket.
And in these aspects, the down jacket of 7,000 pieces is not very good. For example, some down jackets, although 90% goose down is used, the down content is only about 200 grams, and the down is unevenly distributed, and some parts even have no down.
For example, some down jackets, although they use windproof and waterproof fabrics, have too loose fits, are not dense enough, and the zippers are not smooth enough, resulting in a great reduction in warmth [5]. Therefore, a down jacket of 7,000 yuan does not necessarily bring you better warmth.
Comfort is not high. Although the 7,000-piece down jacket claims to use high-quality fabrics and linings, in fact, they are not much more comfortable than ordinary down jackets. Because, the comfort of a down jacket depends not only on the texture and feel of the fabric and lining, but also on the weight, breathability and softness of the down jacket. And in these aspects, the down jacket of 7,000 pieces is not very good.
For example, some down jackets, although they are lined with high-grade wool or silk, are very heavy, reaching 1Over 5 kg, it is tiring to wear. For example, some down jackets, although they use high-tech fabrics, have poor breathability and are very stuffy to wear. Therefore, a down jacket of 7,000 pieces does not necessarily bring you better comfort.
Not very fashionable. 7,000 pieces of down jackets, although they claim to use high-end design and details, but in fact, they are not much more fashionable than ordinary down jackets. Because, the fashion of the down jacket depends not only on the style, color, details and collocation of the down jacket, but also on the personality and style of the down jacket.
And in these aspects, the down jacket of 7,000 pieces is not very good. For example, some down jackets, although they use popular colors and patterns, are very monotonous and have no characteristics.
For example, some down jackets, although they use delicate details and accessories, have a very rigid style and have no personality. Therefore, a down jacket of 7,000 yuan does not necessarily bring you a better sense of fashion.