In the British drama "Downton Abbey", the decent life of the British royal family is reflected everywhere, and a daily meal is worth "painstaking", knives, forks, dishes, and cups are extremely luxurious, and the placement is accurate to the millimeter. This ultimate pursuit of life permeates all aspects of life, such as fashion, and the British royal family has led the British trend for a century. Elizabeth II is known as the Rainbow Queen, and her style is emulated. Now, Lady Alice Manners, the princess of the Duchess of Lateran, is a new generation of fashion pioneers, and her every move could set a wave in the British fashion industry.
A few days ago, she posted a goose down jacket of the Chinese brand Gao Fan on her social account, which became a hit in Europe for a while. At the same time, she recommended Gofan to her family, one of the oldest surviving royal families in Britain.
1. The Duke of Lateran's family, which has extremely strict selection criteria for all daily necessities, invited Gao Fan to customize a goose down jacket suitable for sailing for the family.
Gofan haute couture goose down jackets for the Lateran family.
The black and gold goose down jackets from the same brand have also conquered celebrities such as Princess Diana's twin nieces, Lady Amelia Spencer and Lady Eliza Spencer, making them a fashion icon this winter. Obviously, this goose down jacket, which is popular all over Europe, was made according to the logic of luxury from the beginning, and pulled the height of Chinese clothing to a new level.
And that's not allGaofan also put the goose down jacket into the top luxury buyer store in China, Ruijin Shangpin, as a high-end goose down jacket brand in China, and LV and other international first-line brands as neighbors. This multi-city first-tier boutique is not only a gathering place for the top buyers in the circle, but also an arena for luxury brands. After Gao Fan settled in, it quickly set off a wave of black gold, and the royal high-end goose down jacket became a hot seller, and some styles were out of stock on the first day.
Gao Fan's entry into the boutique caused consumers to queue up to buy it.
In the high-end market where high-end goose down jacket brands such as Canada Goose, North Face, and Moncler have long dominated the list, Gao Fan has opened a new opening and created a luxury product of the times that can resist the time cycle. On the one hand, it is favored by the British royal family, and on the other hand, it is on the same stage with top luxury products and triggering a hot sales trend, how did the "20-year-old" Chinese brand Gao Fan go to the high-end road?
EnterHigh luxuryEnergy Circle, Gao FandaMovingThe royal family
Behind the exciting news, there are positive signals.
First of all, Gao Fan's entry into a luxury buyer store is enough to prove that Chinese clothing brands have the strength to wrestle with international first-line luxury products such as LV and compete in the same field. As one of the highest-level luxury buyer stores in China, Ruijin Shangpin is not an ordinary buyer store, with more than 100 first-line brands covering multiple categories and great influence in the circle.
For a boutique, it is extremely important to choose the gold thread of luxury products, which is a consensus about the quality level of luxury products. Where is this quality gold line? How can we increase our impact through product selection? This not only tests the vision of the store, but also proves the strength of the brand. Take Gao Fan's neighbor LV in the luxury store as an example, the most expensive part is in the labor fee. Unique design and rare materials are undoubtedly the core competitiveness, but how to ensure that "what you see is what you think", the top materials must also be matched with super-first-class workmanship, in order to bring the classics that can withstand the years and never go out of style.
Gaofan settled in Ruijin Shangpin.
With the same logic, Gao Fan, who can be favored by top buyers, has undoubtedly achieved the quality of goose down jackets above the gold line, and has taken advantage of the trend to pull the Chinese goose down jacket category into the list of luxury products.
The hot sale of royal high-end goose down jackets is itself a fashion vane, and as a platform, Gao Fan has a greater chance of being out of the circle, making the black gold goose down jacket a popular luxury in the world.
Interestingly, the once untapped goose down clothing category is now popular, and Gao Fan has also become one of the high-level representatives of Chinese garment. On the other hand, there are not many domestic high-quality down jacket brands, why is only Gaofan making goose down jackets to the luxury standard?
Looking inward and analyzing itself, Gaofan has spent great efforts on product design, technology research and development, and manufacturing process, integrating its unique "scientific and technological aesthetics", and each finished product can be called a craftsman's work. In order to achieve the ideal "luxury standard", Gao Fan invited the original Moncler designer and the former chief designer of Hermès to work together to carefully polish the design of the goose down jacket and shape the artwork in the goose down jacket according to the luxury standard. With the quality assurance of luxury products and the blessing of top luxury designers, Gao Fan has the right to define fashion, won a number of international design awards along the way, and continues to release influence in the international fashion circle, and even has been favored by the British royal family.
Left: Maria Cristina Peterone, Global Creative Director and former Chief Hermès Designer
Right: Burak Uyan, a former Moncler designer
Connecting with the world outward, Lady Alice Manners recommended the black gold goose down jacket on her social account and recommended it to her family members. It turns out that the family has a tradition of sailing vacation every year, the sea breeze, the cold water vapor, and the corrosive nature of the sea water all bring a huge test to the clothes, far more extreme than the environment of mountaineering and skiing, and they also want to have a fashionable, warm, windproof, waterproof all-round goose down jacket to cope with the special environment. In this way, Gaofan became the first Chinese clothing brand to customize for the British royal family, and used this as a link to further link the global market and open up a new pattern.
On December 1, Gaofan officially settled in Ruijin Shangpin, and simultaneously released Gaofan British Royal Haute Couture goose down suit. One side faces inward, the other side expands outward, relying on these two legs to run, rushing into the luxury energy circle, this line also points out the direction for more Chinese brands.
Gaofan and Ruijin Shangpin started strategic cooperation.
Based on the high-end, challenge the luxury circleThe confidence
You must know that in addition to being favored by the British royal family, Princess Diana's twin nieces Lady Amelia Spencer and Lady Eliza Spencer, who often attend international fashion weeks and luxury shows, are also fans of Gao Fan, plus Elon Musk's mother Mayer Musk's upper body "blessing", which quickly set off a "black gold simple luxury style" that swept the European fashion circle.
Left: Princess Diana's twin nieces Right: Mayer Musk.
According to the data of the China Garment Association, the average annual growth rate in the past five years has exceeded 10%, much higher than that of other categories. China's old brands, international brands, and more independent brands have also left the field and joined the battle, constantly upgrading in the subdivision of warmth.
However, regardless of the size of the brand, the warmth of the down jacket is the first priority, and the higher the quality of the down and the better the fluffiness, the better the performance of insulating cold air. As the filling material of down jackets, duck down has always been the undisputed protagonist, and the gap between brands is mainly reflected in the quality and amount of duck down used. The high-end line products of first-line brands will also choose goose down with lower output, larger down and longer velvet, which has less odor and better warmth, and is naturally more expensive.
According to the market**, the current 90% white duck down** is 405 yuan kg, an increase compared with previous years, and the 90% white goose down** is 8137 yuan kg, almost twice as much. As a "goose down jacket luxury researcher", Gao Fan's material selection standards are more stringent, only using the five extremely cold areas of flying velvet, the material is extremely exquisite, larger and fuller goose down can not only resist -50 degrees Celsius extreme cold, but also more fluffy, clean, the value of 700+ and 1000 + respectively, this time for the British royal family high-end goose down jacket fluffiness is 850, hand-selected by craftsmen.
Level 6A Flying Velvet King.
In the past two years, the down jacket market has increased significantly, and the biggest reason is that the design and technology have made great progress, making it get rid of the bloated and ugly characteristics and become a part of fashion wear, while some niche brands and Internet celebrity brands also rely on design curves to overtake and actively embrace the young market. It can be said that down jackets are transforming to fashion, and Gao Fan invited two top luxury designers to grasp the fashion trend according to the top standards, and continued the production standards of first-line luxury products. It is understood that Gaofan in the fabric, synchronous use of Burberry, Moncler homologous factory production, the whole clothing cooperation factory is Ali rhinoceros new high-end production line, with perfect luxury surface accessories supporting equipment, a goose down garment production on more than 400 processes.
For ordinary needs, a down jacket has been top-of-the-line, but as a cutting-edge product in the industry, it must be able to face various extreme and complex environments with ease, such as polar scientific research, navigation and skiing, to meet the needs of the corresponding audience.
As a result, Gaofan has invested heavily in research and development, so that the product has a strong competitiveness at the technical level - combining cutting-edge technologies from many countries, such as Canada's water-repellent goose down technology, which is suitable for navigation, skiing and other humid environments; Swiss antibacterial technology and Chinese Academy of Sciences mite removal technology can achieve anti-seawater corrosion; The thermal storage and temperature locking technology jointly developed with the Chinese Academy of Sciences can flexibly adapt to temperature changes...
Zhongke heat storage technology.
With 158 invention patents, Gaofan has become the brand with the largest number of invention patents in China's down jacket industry, but also through the empowerment of design, technology and other elements, breaking through the original "cold" single label, the goose down jacket into the ultimate single item, and at the same time become a cultural business card.
The world's first-class design, material selection, workmanship and self-developed technology constitute the confidence of Gaofan to "advance" into the luxury circle, and also let global consumers feel the quality and charm of China's high-end goose down jackets.
Advanced omni-channel, global operation, Gaofan's brand building road
China's domestic down jacket brands are on the rise, but in the high-end price range, in the face of the impact of foreign brands such as Canada Goose, Moncler, and Beimian, there is little room for strength in the market, and the mainstream consumption position can only be sunk. With the rise in the price of down jacket raw materials in recent years, the flat price of the roll has been unable to meet the needs of competition, and unswervingly taking the road of high-end construction has become a firm choice after Gaofan's insight into the market, from design, material selection, technology to brand channels, all in accordance with luxury standards, in the field of high-end goose down jackets where domestic brands have almost no figure. It took 20 years of precipitation to create a high-end goose down jacket that can stand side by side with international brands, and establish the image of a "goose down jacket luxury researcher" - which is extremely rare in the growth experience of Chinese clothing brands.
So what did Gofan rely on to gather such a powerful influence? High-end layout is a common issue faced by all brands, but when to enter? In what position? All embody strategic thinking and strategic skills.
Based on the judgment of the blank field of the domestic down jacket industry, Gaofan will focus on the whole cycle from product development to customer service, and benchmark international brands such as Moncler to create luxury products in goose down jackets. In the past 20 years of development, Gaofan has been able to find the right positioning, and finally compete with international brands on the same stage, becoming the leading existence of China's high-end goose down jackets, growing against the trend in the current consumption environment, inseparable from online and offline omni-channel operations, and forward-looking deployment of internal and external globalization layout.
Gaofan settled in Ruijin Shangpin.
At present, the domestic down jacket has risen all the way, and categories such as jackets and military coats have grown fiercely this year, constantly seizing the down jacket market. In the face of such an environment, Gaofan also relied on omni-channel operations, and its online sales performance grew against the trend, opening up the market on various platforms, winning the top 1 of the praise rate of Douyin down jackets, the top 1 of Douyin's high-end goose down jacket sales list, the top 1 of Tmall's big brand hit list, and the top 1 of Jingdong women's goose down jacket list, and won the top 1 result of Douyin 2000+ goose down jackets on this year's Double Eleven.
At the same time, Gaofan also actively deploys offline and omni-channel operations, and provides consumers with online experience. For example, through the strategic cooperation with top luxury buyers, the luxury-grade goose down jacket and the supporting luxury service experience are truly given to consumers in a way that they can reach, try on and enjoy.
In addition, the pace of international conquest has not stopped, Gaofan has begun to enter the overseas market last year, and will gradually deploy foreign large department stores such as Samaritaine, Galeries Lafayette.
In the earlier operation, the first battle of Gaofan to leverage the discourse power of the fashion circle controlled by international brands was "Milan Fashion Week". This year, Gaofan's thinking continues to be updated, and Gaofan's global operation is not only sales-driven internationalization, but also focuses on the underlying capabilities of global R&D and global procurement, and drives internationalization from core R&D capabilities.
Gao Fan appeared at Milan Fashion Week.
After making a name for itself in Milan Fashion Week, Gaofan's footsteps have moved towards Paris, the global capital of luxury design, and simultaneously landed the industry's first Paris Goose Down Luxury Research Center, showing the charm of Chinese products and Chinese brands to global consumers, and also becoming an outpost for Gaofan's globalization and entry into overseas markets.
Behind the omni-channel and global operation and deployment, Gaofan wants to benchmark not the Chinese version of Canada Goose or Moncler, but adhere to its luxury standards and technological aesthetics, and become a high-end brand for Chinese and the world.
This article was first published by Titanium**app, author |Institute of Consumer Research, ed. |Xie Xuan).