Winter is coming, and down jackets are frequently on the hot search, all because they are expensive.
Recently, #Domestic down jacket sold for 7,000 yuan# once again ranked first in Weibo's hot search, triggering more than 10,000 discussions and more than 300 million readers.
As the temperature continues to drop, down jackets that continue to rise in price to thousands of yuan have sparked heated discussions, and even college students have turned to groups to buy military coats.
Recently, an e-commerce company in Hangzhou has won a lot of attention.
The company issued a statement to launch the "military coat price down jacket" plan,
And said that there is no need to replace this winter,
For the price of a military coat, you can buy a duck down jacket that is 90% down.
As soon as this plan came out, it aroused a lot of netizens to applaud: Sure enough, you have to use magic to defeat magic!
What is the current market price of down jackets?
According to the China National Commercial Information Center,
From 2014 to 2020, the average unit price of down jackets in mainland China rose from 452 yuan to 656 yuan;
The transaction price of large-scale cold-proof clothing exceeded 1,000 yuan, of which more than 2,000 yuan accounted for nearly 70%.
At first, the down jacket of "expensive hot search" was the down jacket brand SKYPEOPLE under Ape Counseling, which has been positioned as a down technology company since its inception in 2022, and the main price of the product is about 2800 yuan-7000 yuan, which is a niche brand.
The official flagship store of Skypeople shows that the most expensive style is 7200 yuan.
To this end, the brand also responded specifically: From the first day, we want to use the genes of technology companies and combine the best materials to make a good product that benchmarks against top down jacket brands. Of course, a good product is enough to weigh in and will not be too cheap.
It has been nearly five years since the transformation of the veteran domestic brand Bosideng into a high-end brand, with prices ranging from more than 100 to several thousand yuan, and down jackets priced at several hundred yuan are still sold in online stores with sales of more than 10,000 yuan.
Bosideng has launched 10,000 yuan down jackets.
This year, the price of the most expensive goose down obsidian series flying in the snow is as high as 3999, the same is the old domestic duck duck, the most expensive is 4999 Iceland goose duck down jacket, and the price of Gao Fan's black gold goose down series is as high as 5999 yuan.
△ Duck duck, flying in the snow high-end line products
The style of the classic down jacket from the American outdoor brand North is priced at 2,500-6,000 yuan, and the best-selling bread down jacket is still the most cost-effective, while the average price of the Canadian brand "Canada Goose", which was previously fined for false publicity in China, is about 10,000 yuan.
In September 2023, the domestic brand Bosideng down jacket walked the catwalk in Milan.
It is worth mentioning that the in-store pricing rules of domestic brands have not been broken:
Thin down jackets and down vests are the ones that come at a lower price, short ones are cheaper than long ones, thick ones are more expensive than thin ones, and down jackets for professional outdoor adventures are more expensive than everyday ones.Recently, the topic of "high-priced down jackets" has been endless, but there are still many netizens who "don't buy it", in line with the concept of "you raise yours, I buy mine", "clearly mark the price, don't buy it if you can't afford it, it's also its business to mark 1 million, anyway, I only buy what I can afford." ”
However, does low-cost down jackets necessarily have a strong market?
Many netizens said that they "dare not buy" the down jacket of "88 yuan":
For a long time, down jackets have existed as functional clothing and cold-proof products, and their practical labels are deeply rooted. The higher and higher unit price of down jackets is not a problem in itself, but when more and more mainstream manufacturers in the industry are ashamed or unwilling to take the route of parity and pro-people, and are more and more disdainful of justifiably flaunting "cost-effective", this is another matter.
Of course, consumers do not have to use the "old yellow calendar" of "domestic products are not expensive" to look at today's domestic cutting-edge forces. Under the premise that the design concept, raw materials, craftsmanship and aesthetics of products are gradually upgraded, some domestic products are striving to enter the high-end market and get rid of the impression that "domestic products are cheap".
The people-friendly tradition cannot be lost, and the high-end product line can also be had——The development of various markets is the real demonstration of the strength of domestic products, and it can also provide consumers with more diversified choices, and consumers can choose and buy according to their own consumption concepts and strength.
So, would you buy a high-priced down jacket or a "military coat" down jacket?
Feel free to leave a message in the comment area!
Sources: , Yangtze River Daily, Cover News, Reading Special Financial Media, China Business Daily, Xiaoxiang Morning News, Shenzhen Special Zone Daily, Upstream News, Securities Times、、、 Liaoshen Evening News, etc
Produced by Qilu One Point Content Center