Not long ago, a large Internet factory launched a down jacket priced at 999 yuan - 1399 yuan sold out, the product has been controversial because of the high price, "domestic down jacket price increase", "can you accept more than 1,000 yuan domestic down jacket" and other topics have caused heated discussions. Recently, "domestic down jackets sold for 7,000 yuan" has once again attracted attention. What do you think about this?
During the visit, everyone generally reflected that the down jacket is now high, and it is still necessary to consider the consumption of the public group. Some people also believe that no matter how the best is, the role of warmth is not too much, and many people are more pursuing brands.
The reporter came to visit the major shopping malls and found that the down jackets were uneven, such as domestic duck duck down jackets and flying in the snow for a few hundred yuan, but on the whole, down jackets of more than 1,000 yuan were more common. A brand sales staff told reporters: "If the long down jacket is goose down, it will be a little higher, about 2,000, and the duck down is a few hundred cheaper, and it also depends on the amount of down." ”
For the ** of down jackets, there are also a lot of discussions in the interaction of the big blue whale.
Netizen "Lingling No. 1" said that more than 7,000 yuan to buy a down jacket is too expensive for most people. I also bought a few down jackets two years ago, two or three thousand, to be honest, I don't feel much better than the more than 300 I bought 20 years ago.
Netizen "Hou Aiping" said that the down jacket of about 500 should be good in terms of style and quality.
Netizen "Zhou Jianfei" said that it is getting more and more expensive, and a down jacket engages in so many so-called "technology", forgetting that the "original intention" should be to keep warm!
Netizen Qianmo said at the beginning, the benevolent see the benevolent, the wise see the wise, just choose the one that suits you!
Netizen mrFunny, my mother's down jacket doesn't cost anything.
With the increase in the popularity of the topic, some people learned from a number of wholesalers that this year's down jackets have changed greatly in color, material and style, fashion models are more popular, and goose down jackets with better quality have become the mainstream of sales.
The increase in the attention of domestic goose down jackets has also affected the development of the goose down industry behind it. Guzhen Town, Lu'an City, Anhui Province, one of the four major down distribution centers in the country, ushered in the sales season this year. According to the person in charge of a local white goose breeding base, the number of farmers this year has increased compared with previous years, but the supply is still in short supply, and the future will continue to increase the scale of breeding and increase production capacity.
Wang Shuiyuan, secretary-general of the circulation branch of the China National Textile and Apparel Council, told reporters that the change is also affected by the climate, and another important reason is that many enterprises began to stock up in the first half of the year, and at the end of the year, it is now the winter to set production on demand, which undoubtedly has an impact on the production cycle, which affects the first generation.
Wang Shuiyuan said: "This year is indeed selling very well, because the weather is cold, there will definitely be sales, but now in fact, for retail, there is not completely according to demand, because the demand is up all of a sudden, which is equivalent to demand greater than supply, which is definitely equivalent to scarcity, and ** will definitely be higher." ”
Ye Liang, an expert specializing in the textile market industry, said frankly in an interview with reporters that factors such as industrial upgrading and the deepening of high-end brands have also led to some brand products being purchased by consumers according to their own needs. "With the improvement of the scientific and technological level of our entire fabric, including the increase in our cost, and the enhancement of design capabilities, when the domestic brand down jacket is pushed to a certain height, when it is 7,000, 8,000 or 10,000, it is possible, of course, for the people, it is still necessary to consume rationally, such as the market of more than 1,000 is also acceptable. ”
Such a set of data is worth paying attention to, if divided according to the brand pricing range, China's down jacket market is currently showing a pattern of "two supers and one strong long", that is, Mengke and Canada Goose mainly promote high-end products of about 10,000 yuan, occupying high-end ** belts;Bosideng's mainstream products followed, covering the entire ** band of 2,000 yuan, including products in the mass consumer market.
Wang Shuiyuan said: "Bosideng's store distribution strategy is different, for example, Beijing, Shanghai, Shenzhen, including central cities such as Chengdu and Chongqing, the brand strategy is to develop the demand to high-end, and there will be differences in product distribution in some other cities. ”
According to data from the China Garment Association, the average annual compound growth rate of the market size from 2016 to 2021 is 1273, the scale of China's down jacket market will reach about 169.2 billion yuan in 2022. According to the research data of the China Research Institute of Puhua Industry, the penetration rate of the industry is expected to further increase, and it is expected that the overall market of China's down garment is expected to exceed 330 billion yuan by 2028.
No matter how the down jacket industry changes, how to get the recognition of users is a big problem in front of the brand. Of course, as long as the quality is excellent, better raw materials and better workmanship, the market will naturally harvest a wave of purchasing power. However, from the analysis of market demand, whether it is a first-class down jacket or an affordable down jacket, it has its own merits and meanings, and I hope that the down jacket market will be richer and more diverse, so that everyone can be warm and "clothed" in winter.
Jiangsu News Broadcasting, Jiang Qihui, Editor, Guozheng).