Recently, the temperature has dropped suddenly, and the cold wave is ready to go, and there is a lot of discussion about whether to buy a down jacket or a military coat. How the economy will go in the second half of the year
People suddenly found that down jackets were a bit "unclimbable". The hot search list "domestic down jacket sales reached 7,000 yuan" made many people doubt the world, and netizens even ridiculed: I earn 3,000 a month, 7,000 for a down jacket, and the feeling of lying at home for 2 months is more economical.
Interestingly, the "Canada Goose", which was once considered the "Hermes" in the down jacket field and sold for tens of thousands of yuan, could not be sold, and the stock price plummeted by 85%, and the market value evaporated by 6.2 billion US dollars (about 44.6 billion yuan). What is the reason behind this?
01, is the ravages of Canada geese the favorite of middle-aged men?
When it comes to the first person in the country to make "high-end" down jackets, there is no one company - Canada Goose. In the era when down jackets in China are generally hundreds of yuan, their selling prices are often 5 figures, so that Chinese people can see what "high-end" to the point of piling up banknotes.
At the end of 2018, Big Goose opened its first offline store in Sanlitun, Beijing, and it is said that at that time, "you have to queue for 30 minutes" to settle in.
* Being robbed is not an accidental thing, the recent rise of the "time cure" membership service, although the price of 1 year is 120,000, but its official website reservation for half a month. Much like Canada Goose, the main audience for this unprecedented service is also men. The insiders interviewed said: Eighty percent of them were bought by middle-aged men from Jiangsu, Zhejiang and Shanghai.
These products are often very different, 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 wore a green "big goose" down jacket at the Wuzhen Internet Conference, and immediately became the focus of attentionSince then, several popular celebrities have brought him goods, which has 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 hot-selling new Time Cure service is backed by the national well-known health company Time Cure has launched several scarce devices in the equipment intervention area: the first 1The 9T civil oxygen chamber, previously priced at as high as 500,000 yuan, has been shown to partially alleviate the problem of "physical decline" in middle-aged men.
However, there are many people wearing geese on the way, and its "luxury" nature is greatly reduced. In addition, the series of operations of Canada goose in the Chinese market makes it logical for Chinese people to give up.
02, is it prosperous and declining?Canada geese cannot be in China**.
In fact, for Canada Goose, the loss of "favor" in the Chinese market can only be said to be self-inflicted.
In 2021, the authorities found that as many as 70% of its raw materials were ordinary duck down, and finally the "big goose" was fined 450,000 yuan for false advertising;What's even more outrageous is that there were consumers who took 1When 10,000 ** bought a down jacket, there were problems such as wrong logo embroidery and pungent smell of fabric, and the store refused to return it.
As you know, in foreign countries, consumers can enjoy 30 days of no-reason returns. Such a double standard has completely aroused the anger of Chinese consumers. The data shows that the share price of Canada Goose** to 11$73, **85% or more. In the domestic fashion circle, there are even more banter voices of "rich Bosideng and rich geese are all dressed".
Moreover, domestic production is winning the high-end market where the "big goose" is lacking. The threshold for cooperation between Bosideng and Burberry designers exceeds 5,000 yuanThe old domestic duck duck with the label of "Iceland's goose duck down" and "global limited" has raised its positioning to 6,000 yuan.
Coincidentally, the domestic "Time School" is struggling to conquer the domestic high-end health market. Its 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 physiological age is 46."6 years old. ”
The service staff of the official website of Timepai also revealed: "90% of the rich can make an appointment for online inspection service through the official website. It is not difficult to understand that they are more concerned about their wealth and health. Without the protection of health, all wealth will be lost.
The domestic down jacket not only gradually realized the replacement of "big goose" in the domestic market, but even began to win the favor of foreign consumers, some netizens commented: "The spring of big goose entering the Chinese market seems to be about to pass." ”
03, "They are willing to spend money".
With the popularity of the market, the threshold of the above down jackets has also been continuously raised, and more people have become "unaffordable" items. This can't help but cause us to think deeply, when the premium is serious, how many people choose to abandon the down jacket and buy the military coat as a cheap alternative?
In the face of such a phenomenon, people in the industry commented that they are more willing to pay. Whether it's a down jacket or a fishing rod, all of them are bought out without blinking. Questmobile data shows that middle-aged men are gradually becoming the main consumer force, 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 male consumption potential?The road ahead is in **, and we may only have to wait for the trend of ** to prove.