Just when netizens were discussing the topic of "Can you accept domestic down jackets of more than 1,000 yuan?", this winter, a group of college students who "rectified the down jacket market" put on the "military coat" again, that is, labor protection coats.
Recently, a video of a college student wearing a military coat to class became popular all over the Internet. This winter, "military coats and flower cotton jackets" have become the "top stream" of college students' cold resistance. After a cooling, several Northeast college students teamed up to walk into the classroom wearing military coats, and the video was uploaded and received nearly 2 million likes.
As soon as the video was released, it also aroused heated discussions among netizens, and everyone said that compared with hundreds of down jackets of hundreds of yuan and thousands, military coats are more cost-effective while keeping warm!
The price of down jackets continues to rise, and goose down has become the mainstream of sales
According to the data of the China National Commercial Information Center, from 2015 to 2020, the average price of down jackets in China has risen from 438 yuan to 656 yuan, and the price of large cold-proof clothing has exceeded 1,000 yuan, of which more than 2,000 yuan accounts for nearly 70%.
Recently, some media learned from a number of wholesalers that this year, affected by the rise in raw material prices, the price of down jackets has generally risen. In addition, this year's down jackets have changed greatly in color, material and style, fashion models are more popular, and goose down down jackets with better quality have become the mainstream of sales.
Ms. Si, who is engaged in the down jacket business in Jiangsu, believes that many brands have begun to develop towards high-end, and the demand for high-quality raw materials such as white goose down has increased more obviously, "There are more goose down on the market than in previous years, and the price is also higher."
"It's not that you can't afford a down jacket, but a military coat is more cost-effective"
"This year, the number of students buying military coats is more than in previous years, but the demand is still greater in the north, and there are also shipments in the south. At present, the sales volume of its store on the platform has exceeded 10,000, and the recent sales have a clear upward trend, another merchant said: the military coats they sell are warm-based clothes, and their wear is not limited to occupations, "This year, compared with previous years, more students buy."
I randomly opened multiple shopping apps and found that the sales volume of military coats in many online stores were more than 10,000+, and the prices ranged from 40 to 100 yuan. According to data, during the Double 11 period, the turnover of cotton clothing designed by military coats increased by 181% year-on-year.
Among them, the real-time hot search of the shopping platform for the entry "fashionable army coat wearing" also rushed to the second place.
What kind of demands does the military coat "rectification" of the down market convey to young people?
Just when netizens were discussing the topic of "can you accept domestic down jackets of more than 1,000 yuan", this winter, a group of college students have begun to "rectify the down jacket market" and put on flower cotton jackets and military coats again.
"It's not that you can't afford down jackets, but that flat replacement models are more cost-effective." Of course, it is unrealistic for military coats to completely replace down jackets, whether it is lightness or warmth effect, there is still a gap between cotton clothes and down jackets. The difference in filling makes down jackets have more choices in fabrics and style changes, and also have greater competitiveness. It is not easy for cotton clothing to overcome these drawbacks.
The popularity of this wave of military coats and flower padded jackets is more like a retro style, an expression. This winter, the high-priced domestic down jacket has been controversial, and everyone has been on par with 10,000 yuan, and "domestic down jackets are sold for 7,000 yuan" on the hot search.
In this context, the popularity of military coats and flower cotton jackets is not traceless. The military coat with obvious price advantage is undoubtedly a sharp weapon to fight back against the price assassin. Such an expression reflects the pursuit of young people for cost performance, and it is also the common demand of the market, which is worth listening to. It has a very strong warning effect on today's down jacket market.
Price is a double-edged sword, high prices give companies higher returns, and will undoubtedly make consumers suspicious. If the price strategy is not used well, it will backfire the enterprise, and how far the high-priced down jacket can go depends on whether the brand can support such a price.
The lesson of the ice cream market is just around the corner, and some brands have suddenly come out, thinking that setting a high price can win a high-end status. In fact, after the initial novelty has passed, the market will be less popular, the trend will stop, and if you can't come up with a convincing product, you will still be eliminated by the market. Nowadays, it seems that the original price strategy and marketing methods of some ice cream brands are more like a joke. If the down jacket has no market recognition, no brand support, and no connotation culture that can support high premiums, it is just a castle in the air, and blindly pursuing high prices will inevitably follow in its footsteps.
Always thinking about playing tricks on price, it is better to put more effort into building brand connotation, enter the lives of young people, embrace their dreams, and share the wonderful moments of life with them. Don't keep repeating the same old tune over and over again in advertisements, bombarding indiscriminately, and the era of forced implantation is long gone, which will only cause disgust among young people.
If you don't get rich before you get rich, you can't become fat. Down jacket is not compared to other clothing, its practicality is always the first, domestic brands to enhance the brand, but do not forget their responsibilities.
Netizen comments
Why is the military coat on fire?
Many netizens explained the reason
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But there are also netizens who support down jackets
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What will you choose to wear for the winter?
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Source | Youth Zhejiang, Qianjiang Evening News, Jiupai News
Edit | Huarui Information New Media Team
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