Before reading this article, please click "Follow" to facilitate your discussion and sharing, which will bring you a different sense of participation, thank you for your support.
文 | XMM
Edit | Read the micro-notes
Winter is here, and it's time to wear a down jacket to keep warm!
Internationally, there are many big foreign brands that specialize in down clothing, such as "Canada Goose" and "Archaeopteryx".
Canada goose
Archaeopteryx
However, all well-known big names have a common problem, that is, they are ridiculously expensive!
A casual piece of clothing can range from a few thousand to tens of thousands, and ordinary people really can't afford such a "warmth".
Moreover, is a foreign brand necessarily good?
In the past two years, the "domestic style" has become more and more popular, and many domestic brands have been brilliant again.
People are no longer blindly pursuing world famous brands as before, but are increasingly advocating more cost-effective "domestic products".
In the "field of down jackets", the mainland also has a very capable brand!
Not only the quality is guaranteed, but the price is also close to the people!
The following are a few local down jacket brands sorted out for your reference and collection~
"Bosideng"
If you ask who is the best down jacket brand in China, then I believe that the first reaction of most people is Bosideng.
Founded in 1976 and headquartered in Shanghai, China, Bosideng has been around for nearly 50 years.
The quality of Bosideng's down jacket is obvious to all, and some netizens shared it on the Internet:
In terms of quality, the Bosden down jacket is positioned as a "high-end product".
And in the clothing design, it also incorporates the characteristics of different styles.
On the premise of ensuring warmth, it is also necessary to achieve "beautiful dressing".
The editor still remembers an advertising slogan from Bosideng at that time:
"World famous brand, Bosideng. ”
This is also the only down jacket brand in mainland China that has gone abroad.
However, people's evaluation of Bosideng is now beginning to diverge.
Although it is a domestic product, perhaps because of going international, the brand awareness has risen, and various marketing costs, the price of Bosideng down jackets has a certain degree of premium compared with before.
A lot of the slightly better ones are also thousands of dollars.
This has also made many consumers begin to have a more wait-and-see attitude towards the brand, and Bosideng itself is also facing the embarrassing situation of "whether to choose high-end or popular".
However, in terms of quality alone, Bosideng is still trustworthy.
"Yaka"
The brand of Yalu will not be unfamiliar to everyone.
Yalu was founded in 1972, even a few years before Bosideng.
It has won a series of honorary titles such as "China Famous Trademark".
Yalu's down jackets pay special attention to quality control.
In terms of price, Yalu has always taken the route of being close to the people, and most of them can buy warm and easy-to-wear down jackets for a few hundred yuan.
Although there is still a certain gap between Yalu and Bosden in terms of style or filling volume, it is also good on the whole, and the cost performance is also very good.
However, in the later period, Yalu suffered some losses in publicity because of the concept of the business.
In addition, some people also lost their fans of Yalu because of Yalu's "OEM incident".
For various reasons, Yalu's popularity is relatively low, but the clothes are still good.
Xiaobian tried a long down jacket from Yalu in the mall before, it was very heavy, very warm, and the price was also very affordable, but I didn't buy it in the end for some personal reasons.
"Duck Duck"
The brand of Duck Duck has appeared more actively in front of the public in recent years.
Many people think that this is an emerging domestic clothing brand, but in fact, this is just the popularity of "Duck Duck".
Like Yalu, "Duck Duck Down Jacket" was also established in 1972, and has a full 50-year brand history.
Moreover, in the history of Yaya's development, more than 70 state leaders on the mainland have inspected Yaya's company.
This can really be described as "the famous enterprise of the country!"
In fact, Yaya is arguably the oldest down brand in China.
In 1955, not long after the founding of the People's Republic of China, countless people were full of expectations for the future of the motherland.
Among them, a group of young people, with dreams and hopes, came to the shore of Poyang Lake and opened a waterfowl farm.
These young people opened a Komsomolsk City on this land with full of enthusiasm.
Komsomolsk
And "Duck Duck" was born here.
The formation of "Duck Duck" actually originated from an accident.
At that time, there were mountains of duck feathers in Komsomolsk, and at this time, some people thought that during the period of resisting US aggression and aiding Korea, the sleeping bags of American GIs were made of down.
And this is where the inspiration for the duck duck down jacket comes from.
In the mid-80s of the last century, Yaya rewrote the tradition of China's "keeping out the cold with cotton clothes" with its own soft and warm characteristics of its own products, as well as excellent product quality!
In that era, Yaya created one "industry myth" after another:
Even authoritative figures in the industry praised Duck Duck:
Duck Duck let Chinese consumers know what a down jacket is, and it is the leader of Chinese down!
But later, with the development of the times, Yaya also faced severe survival challenges.
At its worst, it was even on the verge of bankruptcy.
Now, 50 years later, Yaya has "made a comeback" and continues to write the legend of the brand.
This year's sales of Yaya have directly exceeded 10 billion!
Similarly, the price of Yaya is also very affordable, and popular stars have been invited as image spokespersons, and the popularity has been greatly improved.
And the style is also very novel, which is very popular with young people.
"Alay"
Compared with the above-mentioned "industry predecessors", Alayy can be said to be a "rising star".
Founded in 1997, Alayy is a down jacket brand focusing on trendy women.
In this way, Ailai Yi is also a domestic product with a history of nearly 30 years.
Everyone should have heard such an advertising slogan:
"Alayy, my fashionable down jacket".
In the past, down jackets were mainly for warmth, and the design of clothing was also traditional, and there was nothing special and new.
At that time, Ailei took a relatively niche path - the fashion route.
Bright colors and fashionable designs, in the down jacket circle at that time, Ailei can be said to have broken a path among a group of down jacket brand bosses.
This brand of down jacket was very popular in the market at that time because of its unique positioning, especially among young people.
At that time, if anyone wore Alayi's down jacket, they would basically become a "hipster" in the eyes of people.
In addition to the novelty of the style, in terms of quality, Ai Laiyi is also doing well.
In the production process and locking technology, it is also strictly controlled.
Xiaobian went to the online flagship store to search for Ai Laiyi's products and intercepted the details of the corresponding products:
With such data, there is basically no problem with wintering.
In terms of the price of Aileyi, it is also relatively close to the people. Although some will ask for a slightly higher price, it is also within the range of consumer acceptance.
Fly in the snow
Flying in the Snow is a brand of Bosideng and was established in 1999.
Although it is a sub-brand, the quality is not inferior to Bosideng.
According to the "Affordable Down Jacket Purchase Guide Ranking" released in November this year, it can be seen that Flying in the Snow ranks first, and Hongxing Erke, a conscientious domestic product, ranks second with a slight gap.
In addition, consumer satisfaction with down jackets in the snow is also the highest among all brands.
Consumers buy things based on two indicators, one is price, and the other is quality.
The consumer satisfaction index of Snow Fly can reach the highest, which is enough to see people's recognition of the quality level of its down jackets.
epilogue
In the past, people had an inexplicable "filter feeling" for big names, and some even had a little "admiration for foreigners" psychology.
It seems that wearing a famous brand will be superior to others, and there has always been an unknown sense of superiority.
However, times are changing, thinking is changing, and people's Xi are changing.
Different from the past, in the economic environment and the transformation of people's consumption concepts, people no longer think that "big brands must be good" as before, but pay more attention to "cost performance" and "quality-price ratio".
If it is the same product, the same quality, but the fame of the trademark is different, then why do we have to spend a lot of money to be a "wronged seed"?
Moreover, there are many good brands in China, and more and more new domestic brands are rising.
With so many options out there, why cling to the big names that overwhelm us?
Moreover, compared with other overseas products, local brands of clothes can at least have a certain guarantee of authenticity.
I don't know which down jacket everyone usually wears?
Welcome to share it in the comment area~