The streets of Chengdu are bustling, and people are wearing all kinds of clothes, forming a gorgeous and colorful landscape. However, what is surprising is that the "Canada Goose" that originally stood out on the street has disappeared, and the ** of domestic down jackets in the mall is staggering, as high as 7,800 yuan. This news has caused widespread heated discussions, and at the same time, people have begun to question whether the high-end road of domestic down jackets can be sustained.
On December 6, the reporter visited a number of domestic down jacket stores, and the 7,800 yuan down jacket he saw was surrounded by lights and displayed separately, as if it was a work of art. However, it is striking that sales at this price point are very lonely. In contrast, the strong rise of other categories such as jackets and military coats makes people feel that domestic down jackets are facing huge challenges.
There are many reasons for this. First of all, there are certain deficiencies in product design and research and development of domestic down jacket brands. Compared with internationally renowned brands, domestic down jackets are more conservative in innovation, lacking unique design concepts and forward-looking technical applications. This has led to the relatively weak competitiveness of domestic down jackets in the market. Secondly, it is also an important factor restricting the development of domestic down jackets. The high price of ** makes ordinary consumers prohibitive, and they are more inclined to choose more cost-effective products, such as jackets and military coats. Finally, channel construction and brand promotion are also bottlenecks that limit the development of domestic down jackets. In contrast, international brands have a complete channel system and extensive brand influence, while domestic down jackets need to be improved in this regard.
However, despite the many challenges, the future of domestic down jackets is not without hope. A positive sign is that more and more domestic down jacket brands are beginning to pay attention to product quality and technological innovation. Through the introduction of advanced production equipment and technology, they have improved the warmth and comfort of the products, so that the quality of domestic down jackets has gradually been recognized. At the same time, some brands have also actively cooperated with designers to strengthen the integration of fashion elements and enhance the market appeal of their products. These efforts have opened up new development space for domestic down jackets and established a better image for the brand.
To sum up, domestic down jackets are facing huge challenges in the market competition after the cold winter and heavy snow. However, through efforts such as quality improvement and technological innovation, domestic down jackets still have the opportunity to emerge in the market. Only by continuously improving the quality and technical content of products, and paying attention to brand building and channel expansion, can domestic down jackets find their own positioning in the competition of jackets, military coats and other categories, and let consumers truly recognize the value of domestic down jackets. I believe that in the near future, we will see domestic down jackets in the form of a coat that resists wind and rain, allowing people to survive the cold winter.