It's not that you can't afford a down jacket, but a military coat is more cost-effective!This winter, college students put on military coats and said that they would "clean up the down jacket market". On major online shopping platforms, we see that the sales of military coats are considerable. In Pinduoduo, there is a single store with more than 100,000 military coat sales. What's going on?
First, down jackets are indeed getting more and more expensive. In the past few days, "domestic down jackets are sold for 7,000 yuan" and "Bosideng's average **1,600 yuan" have become hot search topics. Why does the price of down jackets rise every year?In addition to the changes in the cost side, many domestic down jacket brands, in order to take the high-end route, riveted their efforts to fight marketing, invite celebrities, and play co-branding, and the marketing cost has been high all the way.
Second, this class of college students is very sober. It is a double-edged sword, which will bring higher returns to the business while also causing doubts among consumers. In the past two years, college students have begun to "sober up in the world", began to pursue cost-effectiveness, and have become more and more "picky". This time, they not only expressed their ridicule of the price increase of down jackets in a networked and youthful way, but also showed the diversity of young people's aesthetics and consumption concepts.
Third, the military coat is indeed fragrant. On online shopping platforms, military coats are sold for between 20 yuan and 200 yuan. Not only is it cheap, but it's also warm to use, and it also highlights the unique personality of young people and brings a sense of cultural belonging.
On the other hand, in the down jacket market, China is the world's largest producer, exporter and consumer of down and products, and many international brands use down from China. We believe that it is entirely possible to make high-end products for domestic down jackets. However, premiumization cannot be achieved by price increases and marketing alone. In the fierce market competition, only by finding a safe and feasible growth route can we have the last laugh. Blindly following the trend of ** marketing, in the end can only be a flash in the pan.
Curator: Li Yan, Wang Rulin.
Reporter: Hu Yu, Wang Xinlei, Xu Jia.
Xi student: Sun Lixu.