Dawan News Snowfall superimposed on cooling, the purchase of cold and warm down jackets has become a top priority. The reporter visited many shopping malls in Hefei for several days and noticed that there were more consumers who tried on and bought, and there were very few down jackets with a price of less than 1,000 yuan. According to the data of a platform, the price increase of down jackets has become a general trend, and businesses have increased relevant investment in various aspects such as "sense of science and technology", "light and thin", "filling volume" and "design", increasing the cost of down jackets, which has become one of the important reasons for the price increase of down jackets.
Visit: There are many customers who buy down jackets
In a shopping mall located on Changning Avenue in Hefei High-tech Zone, the reporter saw that the store of a well-known domestic brand down jacket was large, and many customers were buying. "The temperature is too low, choose a thick down jacket for your child. Mr. Wang told reporters that the child went to primary school, and was picked up and dropped off by a battery car in the morning and evening, and was ready to buy a long model with high filling capacity. And in the corridor outside the brand's store, a special sale was also launched, 1199 yuan, 1299 yuan, and the open shelves were full of customers.
The continuous cooling has led to long down jackets being seen everywhere on the streets
In a shopping mall on Huaihe Road Pedestrian Street in Luyang District, Hefei, Ms. Luo is trying on a down jacket with her girlfriends. Ms. Luo and the clerk discussed. "This one has been discounted by more than 2,500 yuan, and the longer one is more than 4,000 yuan. According to the clerk, both are filled with goose down, and the filling amount is higher, so the price is more expensive.
On the afternoon of the 19th, customers bought down jackets in the mall
"We went to several stores, and the short ones cost one or two thousand. Ms. Luo complained to reporters that in another brand store in the mall, a down jacket she tried also cost 1,799 yuan, "It's still a discounted price." ”
Different styles of down jackets are placed in a prominent position in the mall
Coming to a shopping mall on Changjiang Road, the store of a domestic brand down jacket is also very popular, "These two pieces are more than 900, you can take a look." The clerk told an elderly couple that the price of others was about one or two thousand, and the high-end one was four or five thousand yuan.
Phenomenon: It is difficult to find prices below 1,000 yuan
The snowfall is superimposed on the cooling, and the most intuitive phenomenon is the pull of down jacket sales. The topic # Southerners finally bowed to the down jacket # once rushed to the top 2 of the hot search list, with 160 million views. According to the data of a treasure, since December 14, the order volume and transaction volume of down jackets of 200 yuan-800 yuan, 800 yuan-2000 yuan, and more than 2,000 yuan have continued to rise, with an overall daily increase of more than 100%.
During the visit, the reporter noticed that in the shopping mall, except for individual activities, the price of down jackets is more than 1,000 yuan, and the brand awareness is relatively high. On the topic of high prices, the reporter consulted a number of shopping guides, some of whom said that "for the three-proof fabric, filled with goose down", and some of the shopping guides introduced "exclusive heating technology". One of the down jackets priced at nearly 8,000 yuan, the shopping guide said that it has "super cold resistance", and it is filled with goose down with a golden down belt.
After comparison, Ms. Luo chose a long goose down jacket from a fashion women's clothing brand, "It was discounted by more than 2,100 yuan, but the price is affordable compared with the style and filling amount, and the same style on the Internet is more expensive than this." She said that in winter, you still have to buy brands, and you get what you pay for.
During the visit, the reporter also came into contact with many middle-aged and elderly consumers. Respondents said that compared with young people, the elderly focus on choosing thick and warm, affordable and suitable prices, followed by style and technology.
Data: Price increases have become a general trend
According to data released by iiMedia Research, in the 2023 survey of Chinese netizens' time to buy down jackets, 57.26% of consumers said that they chose to buy temporarily when needed, and this purchase behavior was greatly affected by the urgency of demand and the expectation of cold weather. For down jackets and other clothes with relatively high unit prices, relevant data also show that 64.25% of consumers will choose large shopping malls/shopping malls brand stores to buy.
Regarding the phenomenon of down jackets becoming more and more expensive, iiMedia Consulting believes that today's down jacket market has changed the image of bloated and single style in the past, and the design is becoming more and more diverse, which is sought after and loved by young people, and is becoming the mainstream of winter consumption and a commodity with the double-layer attributes of "fashion items" and "warm clothing". As a result, businesses have increased relevant investment in various aspects such as "sense of science and technology", "lightness", "filling capacity" and "design", which has increased the cost of down jackets and become one of the important reasons for the price increase of down jackets. When down jackets become "fashion items", in addition to the cost, the "design premium" and "brand premium" attached to it have also become another important factor in the price increase of down jackets.
Price and quality are always the factors that consumers are most concerned about, and nearly eighty percent of consumers accept down jackets below 1,200 yuan. The relevant data of the online shopping platform also shows that 60% of consumers have a consumer price range of down jackets between 238-1120 yuan.
iiMedia Consulting also said that as a down jacket business, it cannot blindly raise prices and iterate, and lose different categories of consumer customers. At the same time, down jacket brands need to continuously improve and improve their products, further promote the development of domestic down jacket technology in the process, and improve the overall level of China's down jacket industry.
According to public media reports, at the results conference for the first half of the 2023/2024 fiscal year, Bosideng's management announced that it would increase the layout of the Pratt & Whitney down jacket track. According to the company's management, in the future, its sub-brand Xuezhongfei will be positioned as a high-cost down jacket with Pratt & Whitney, forming a differentiated layout with the main brand Bosideng.
Selection and maintenance
Science China introduced, first look at the implementation standard on the down jacket certificate is the new national standard GB/T 14272-2021; then look at the down content, the higher the down content, the better, the highest is 95%; the third look at the amount of down, the larger the number of grams of down, the warmer (but the number of grams is too large and may be too heavy to wear). Consumers can also look at the fill power, which is more than 800 for high-quality down, and currently the highest is 1000.
In the actual wear and maintenance, KOOP China recommends that down jackets be washed as much as possible. If the part is dirty, you can use a neutral laundry detergent and wipe it off with a hot towel. In order to avoid the aging of fabrics and down, the washed down jacket can be dried in a ventilated place. When storing, do not fold and squeeze to avoid the down being squeezed into a ball, and it is best to hang the down jacket for storage.
It is worth mentioning that in the past, down jackets were washed in a washing machine, and there was a risk of explosion, but the new national standard stipulates that "all down jackets must be suitable for washing, and it is especially recommended to use a drum washing machine to wash them." ”
Dawan News reporter Zhao Lin photo report
Edited by Li Yanran