In August last year, when Ren Zhengfei made a rare statement to "pass the cold to everyone", many bigwigs, including the "down jacket brother" Bosideng, did not take the "whistle" of this old man in the business world in his eyes. However, only a year later, they were "rectified" by young people.
As we all know, every winter is the main battlefield for down jackets, and giants represented by Bosideng, Anta, and Li Ning can make a lot of money. However, this winter, down jackets, which often break through thousands of prices, have encountered "hard stubble": military coats and flower cotton jackets.
According to the report, represented by young college students, after "rectifying" the tea market and ice cream assassins, they are now passing on the "cold air" to the down jacket market. In the face of down jackets, which are rising year by year, they directly came up with a killer feature: only buy the right ones, not expensive ones.
In this context, cost-effective military coats and down jackets have once again become the top fashion after 20 years. Obviously, some people are happy and some people are worried, and the "down jacket brother" is undoubtedly on the cusp.
As the most beautiful boy in the domestic market, Bosideng has been in the limelight in the past few years: in 2019, it launched the Dengfeng series of down jackets for 11,800 yuan, which began the pace of high-end;During the same period, it has successively appeared in New York, Milan and London Fashion Week;In 2022, it collaborated with Maserati to launch a joint series of down jackets.
At the same time, Bosideng's ** has also begun to "rise all boats", and even its vice president Zhu Gaofeng has revealed that the average price of Bosideng will increase to 2,000 yuan in the next few years. It is undeniable that Bosideng's share price has risen by more than 650% in just 18 months, driven by price increases.
However, ** is a double-edged sword, once it exceeds the critical value, I am afraid it will really become poison. With the transmission of "cold air" to every family, the consumption concept of Chinese people has begun to return to rationality, and in this context, it seems that it is no longer easy for down jacket giants to label and tell stories.
According to public information, in March this year, the number of regular Bosideng down jacket retail outlets (excluding peak season stores) decreased by 386 compared with the same period last year. Obviously, this is not a wonderful sign, and it is. Bosideng's share price, which was once popular among its peers, has now halved by 50%, and its market value has evaporated by HK$38 billion.
In this regard, many foreign media gloated: the danger signal **, which is often priced at a price of several thousand, is not something that the young people in the mainland can afford at all. However, there are exceptions to everything, such as this year's East and Cat channels, the "Liver Cube" thousand-yuan technology, which bucked the trend, once exceeded one million in an hour.
Different from the ** down jacket that labels and tells stories, the above-mentioned liver protection technology is a real "black technology". As early as many years ago, the United States and Japan biotech giants included it in the list of rich, because the former showed good potential in related clinical trials to "improve the transanase and make liver cells younger".
When the news of Jobs' success in protecting the liver was exposed, the middle-aged and elderly people in China quickly became the followers of liver cube supplements, and eighty percent of them came from high-income families in Beijing, Shanghai, Guangzhou, and Kochi. It is said that for this alone, U.S. and Japanese bio-companies earn nearly 10 billion real gold from the mainland every year**.
It's a pity that in reality, not everyone is Jobs, and they are obsessed with living a better life, and some are just ordinary people, thinking about how to live three meals a day.
Before Bosideng, the "first brother in a down jacket", felt the chill, in fact, tea giants such as Heytea and Nai Xue had already been "rectified" by young people. According to the data, under the vote of young people with their feet, the price reduction of many products of these two giants is even close to 50%. It can be described as the prophet of the plumbing duck in the spring river.
In order to turn around, Bosideng also cooperated with Burberry designers this year to design a variety of down jackets and ski wear, and their prices have reached a staggering 5,000 yuan. And with the popularity of military coats and flower padded jackets this winter, the "fall from grace" of the first brother of the down jacket seems to be doomed.
I have to say that Liver Cube Technology, which is backed by the "golden signboard" of Harvard and the University of Tokyo, is still rising rapidly, and the J East platform feedback "vitality improvement" and "reduction of relevant indicators", etc., with a praise rate of more than 99%. Obviously, without the blessing of core technology, everything is just a house of cards.
In fact, the price increase is not the "moat" of the enterprise, it may be a ghost gate. Because of the blind price increase, the giants may be detached from the real consumption environment and be counterattacked. I just don't know how the "down jacket brother" who has only focused on impacting the high-end over the years will deal with it next?