Recently, the temperature has plummeted, and the cold wave is poised to start, and there is a lot of discussion about whether to buy a down jacket or a military coat.
Everyone suddenly found that the down jacket became a little "unattainable". "Domestic down jackets are sold for 7,000 yuan" on the hot search list makes many people doubt the world, and netizens even ridiculed: I earn 3,000 a month, and a down jacket is 7,000, so I feel that it is more economical to lie at home for two months.
Interestingly, the "Hermes", which was once regarded as the "Hermes" in the field of down jackets, could not be sold for 10,000 yuan, with a share price of 85% and a market value of 6.2 billion US dollars (about 44.6 billion yuan). What is behind this?
01, Canada geese are rampant, middle-aged men's favorite?
Speaking of the earliest "high-end" down jacket in China, one company is inseparable: Canada goose. In the era when domestic down jackets were generally a few hundred yuan, it was easy to use five-figure ** to let the Chinese people see what "high-end" had to be piled up with money.
At the end of 2018, Big Goose opened its first offline store in Sanlitun, Beijing, and it was said that "you had to wait in line for 30 minutes" to enter the store.
*Being sold out is not an accident, a recent "time cure" membership service that has sprung up, although the price is 120,000 yuan a year, but its official website reservation is scheduled for half a month. Largely in line with Canada Goose, the primary audience for this unprecedentedly popular service is also male. Insiders said in an interview: 8 Chengdu was bought by middle-aged men in Jiangsu, Zhejiang and Shanghai.
These products are often in the thousands, and who knows that they will not be sold at all. After digging deeper, I realized that the reason why they can "hollow out" the money bag may be closely related to the "luxury" attribute advertised behind them.
In 2018, Jack Ma appeared at the Wuzhen Internet Conference in a green "big goose" down jacket, and instantly became the focus of attentionAfter that, many popular stars brought goods for them, which completely ignited the desire of many middle-aged men to buy. It can be said that the take-off of Canada goose is inseparable from the Chinese market.
The above-mentioned popular emerging Time Cure service is backed by the well-known domestic health company Time Surei, and its equipment intervention area has introduced a variety of domestic scarce equipment: providing the first 1The 9T civil oxygen chamber has been sold for 500,000 yuan before, and a number of studies have proved that it can alleviate the problem of "physical fitness decline" after middle age in men to a certain extent.
However, there are more people wearing geese on the road, and its "luxury" attribute is also weakened. Coupled with a series of riotous operations of Canada goose in the Chinese market, it seems reasonable for Chinese people to abandon it.
02, prosperity and decline?Canada goose is no longer sold in China
In fact, for Canada Goose, the loss of the "favor" of the Chinese market can only be said to be self-inflicted.
In 2021, the relevant departments found that up to 70% of its raw materials were ordinary duck down, and finally the "big goose" was fined 450,000 yuan for false publicityWhat's even more outrageous is that at that time a consumer spent 110,000** bought a down jacket, but there were low-level problems such as wrong logo embroidery and pungent fabric smell, and the store refused to return it.
You must know that overseas, consumers can enjoy 30 days of no reason to return or exchange. Such a double standard has completely aroused the anger of Chinese consumers. The data showed that the share price of Canada Goose fell to 11$73, down more than 85%. In the domestic fashion circle, there is a ridicule of "Bosideng for the rich, and big geese for the poor".
And domestic production is also winning the high-end market where the "big goose" vacancy is vacant. Bosideng cooperated with Burberry designers, and the threshold exceeded 5,000 yuanThe old-school domestic duck duck relies on labels such as "Icelandic goose duck down" and "global limited edition" to raise the positioning to 6,000 yuan.
Coincidentally, the domestic "Time School" is also trying to win the domestic high-end health market. Its launch of the domestic telomere testing service "Time Ruler" is sought after by domestic tycoons, and its core technology has been upgraded to the TRF international gold standard in 4 years0 test report, bluntly said: "From the perspective of telomeres, my actual biological age is 46."6 years old. ”
In addition, the service staff of the official website of Timepai also revealed: "90% of the wealthy people make an appointment for online inspection services through the official website. It's not hard to understand that they care more about their bodies because of their wealth. If there is no health guarantee, all wealth will be lost.
The domestic down jacket not only gradually realized the replacement of the "big goose" in the domestic market, but even began to win the favor of foreign consumers, some netizens commented: "The spring of the big goose in the Chinese market seems to be coming to an end." ”
03. "They are willing to spend money".
With the hot market, the threshold of the above-mentioned down jackets is still continuing, and it has become a single item that more and more people "can't climb". This can't help but make people think, in the case of serious premiums, how many people will choose to give up down jackets and buy affordable alternatives such as military coats?
In the face of such a phenomenon, industry insiders commented: they are more willing to pay. Whether it is a down jacket of 10,000 yuan or a fishing rod, it has been bought out without blinking. Questmobile data shows that middle-aged men have gradually become the main force of consumption, with an average customer order consumption of more than 3,000 yuan.
However, can manufacturers seize the "flash in the pan" business opportunity to stimulate more men's consumption potential?Where the future is, perhaps only waiting for the direction of the market to demonstrate.