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I believe that down jackets must be indispensable, in everyone's cognition, winter is to match with down jackets is the warmest, with the improvement of everyone's living standards, down jacket sales have also increased.
There is such a down jacket brand from North America forced to seize the market, which had a great impact on the market, earning 1.73 billion in one year, which can be described as making a lot of money, so what is so special about this brand? How can it be so popular?
Down jackets – a must-have for winter
What a happy thing it is to have a warm down jacket in the cold in winter, down jacket down jacket, as the name suggests, is filled with down inside, the most commonly used is duck down and goose down, which are divided into gray and white according to different colors.
When making down jackets, the first choice is the fluff between the neck of the duck and the goose to the chest and abdomen, which is softer, will not feel prickly when worn, and is more warm, compared to the warmth and comfort of the feathers are not as high as the fluff.
In fact, as early as ancient times, our ancients have mastered a lot of warmth secrets, sewing various materials into clothes, in order to achieve the effect of warmth, the most commonly used is animal hair, the Tang Dynasty people began to use goose feathers to make clothes.
But the world's first down jacket was not invented by our country, but in 1940, an American sewed a prototype of a down jacket in order to resist the cold, and later quickly entered people's field of vision after improvement, and even played a great role in the war.
In the 80s of the last century, down jackets became popular in our country, which was warm and not bloated, and who didn't like such clothes?
Due to market reasons, our domestic down jacket brands have gradually developed...
Domestic down jacket
Although the down jacket does not originate from our country, our country developed relatively late, and many places are not mature abroad, but although we started late, we are willing to work hard, under the influence of market trends, we also have a lot of our own down jacket brands in China.
For example, Bosideng is one of the first brands to develop, and it also experienced a period of losing money in the early stage of its business, and Bosideng also realized its own shortcomings in the process, and began to vigorously upgrade and reform its technology to strive to manufacture better down jackets.
After years of development, Bosideng has become a down jacket brand that everyone will give priority to buy, but its price is also rising, which is unacceptable.
A Bosideng brand down jacket is thousands of yuan, and most people may not be able to afford its clothes with a month's salary, which has also attracted heated discussions, and everyone has complained that the price of Bosideng is too high to afford at all.
As everyone knows, another down jacket brand from North America is really expensive, with an average price of one or two hundred thousand down jackets, they are frantically "looting" the money in the wallets of Chinese people, and they have made a lot of money in just two years after entering the Chinese market.
So what brand is this, and how can it be sold so expensive?
A North American brand that is seizing the market
Speaking of many luxury brands, what everyone can think of is a variety of high-end clothes and a variety of Chanel, LV and other big brands, the price of luxury goods is really not flattering, I don't know when luxury goods have also set off a wave in the down jacket industry.
Canada goose, a down jacket brand from North America, has been favored by many people, the limelight is unparalleled, its price is also very beautiful, the price of a down jacket can reach a high price of tens of thousands of yuan, ordinary people really can't afford it, buy a few months of salary gone.
Canada Goose officially entered the Chinese market when it was 18 years old, and quickly gained a firm foothold in the Chinese market after entering, attracting countless people to buy it, and even sometimes there will be a long queue at the door of this brand store, and the clothes have reached the level of short supply.
It has even triggered a phenomenon that the clothes of this brand are often snatched up in seconds as soon as they are put on the shelves, and there is no chance at all if the hand is slow, and the number of specialty stores is also opening more and more with the wave of popularity.
At the same time, there are more and more stores selling this brand of clothes, and it can be seen from various phenomena that this brand is hot, according to the official data, the turnover of Canada Goose is also growing very rapidly.
In just a few years since entering the Chinese market, the brand has achieved sales that have never been seen in the country, and in the last year alone, the brand's revenue has reached more than a billion yuan, which is a staggering amount.
The officials of Canada Goose are not satisfied with their current revenue in their future plans, and they are ready to achieve a turnover target of 3 billion Canadian dollars, or nearly 16 billion in the next five years.
The emergence of this kind of scene makes domestic down jackets embarrassing, so what is the excellence of this brand? How can it attract so many people?
The reason for the explosion
To say why Canada goose is so expensive and can stand out among many down jacket brands and set off a wave of purchases, it is composed of many factors, the first point is that this brand has been promoting goose down as a raw material.
We all know that the filling is an important factor to see whether the down jacket is of high quality, which determines whether the clothes are comfortable and warm, and the price is proportional to the filling of the down jacket, and the higher the filling, the higher the price of the down jacket.
As for how tall there is no exact standard, generally down jackets are used in duck down, and many down jackets on the market are also used duck down.
The Canada Goose said that its down jacket was goose down in the marketing, and the workmanship was impeccable, which instantly attracted a lot of customers who pursued quality to buy, and the popularity began.
The second point is that Canada Goose's marketing methods are very good, they place advertisements on multiple platforms, and penetrate into everyone's lives little by little, so that the public knows and understands the brand, which further enhances the popularity.
In addition, many celebrities and public figures wear this brand's clothes on important occasions such as airports, which invisibly gives the public a signal that this brand's clothes are trustworthy, and even celebrities wear them, and the quality is definitely not bad, so they scramble to buy them.
The third point is that the brand positioning of Canada Goose is relatively clear, they only sell high-priced down jackets, and the slightly lower prices are not sold at all.
The rest of those people are also economic level, and there is no shortage of money to spend, Canada goose as a high-priced down jacket, it is also a luxury, and it has more face to wear out, so in order to decorate the façade or show their taste, more and more people are buying.
The fourth point is the product concept of Canada Goose, their main focus is a handmade, can be customized, so that it has become a status symbol, will attract a higher level of wealthy people.
All of the above reasons are the reasons for the popularity of Canada goose, but behind the high price and the fact that it is so popular with consumers, is it really worth it?
Just to make money
While Canada Goose is popular with many people, there are also some people who have a wait-and-see attitude towards this brand, and the hidden information behind this brand has gradually begun to surface...
The first is that Canada Goose claims that its down jackets are filled with goose down, and they say that their quality and the quality of the filling are absolutely worthy of the price of tens of thousands of yuan, but the truth is not as good as they say.
Most of the down jackets of this brand are still made of duck down as raw materials like the down jackets on the market, and only a few parts of the clothes are filled with goose down, which is just that, at most it is an exaggerated publicity, but there are more excessive.
While more and more people are chasing this brand, this brand is also a little floating, and they are constantly trying to cut consumers' leeks, on the one hand, they are constantly promoting that they are made of goose down, and on the other hand, they use duck down to pass off as goose down.
In this way, the price can be increased by 10 to 20 times, and it is pure to cheat money, and this behavior has also been exposed, and in June of 21, the brand was fined 450,000 yuan for false publicity, which can be regarded as a little justice for consumers.
Canada goose's excessive approach is not only that, they are also naked in national discrimination, in the United States and other Western countries to develop a return strategy is within 30 days want to return and exchange is acceptable, look very empathetic.
However, when it comes to our mainland, it has become that it can only be exchanged within 14 days, and a series of tests need to be issued, and it cannot be returned, which has also attracted heated discussions and made many people a little disappointed with this brand.
All of the above things have made Canada Goose gradually decline in the public's favorability of it, and on the other hand, as more and more down jacket prices have risen to the point where they can't afford it, everyone has begun to find another way...
A new winter fashion
I don't know if you have noticed a phenomenon, many college students have also replaced their down jackets with more affordable and warm military coats, and the sales of military coats have reached a record high.
There are also some people who did not choose to buy a down jacket, but chose to buy a jacket, everyone feels that the jacket is more cost-effective than a down jacket, to say that the military coat is not fashionable enough, there is no way to show a beautiful appearance, then the jacket just makes up for this shortcoming.
As a more fashionable type of clothing, the jacket is favored by many young people, not only windproof but also not bloated at all, full of warmth effect, more comfortable than down jackets in terms of comfort, and the price is also within an acceptable range.
So don't be surprised to see people wearing military coats and jackets on the road, it's not that you can't afford down jackets, but these two are more cost-effective, and these two kinds of clothes have also become a new fashion.
end
I hope that all merchants can sincerely consider consumers, and there can be clothes suitable for different consumer groups on the market, so that everyone can buy their favorite "winter artifact" and spend a warm winter.