Title: Down jacket market "cold and warm" self-knowledge: the game of fashion and practicality
Text: As the pace of winter is getting closer and closer, people have dug out the sharp weapon that can resist the cold wind from the depths of the wardrobe - down jackets. However, this year's down jacket market does not seem to be as "lively" as in previous years, and merchants may only use "the heart is colder than the sky" to describe their situation in the face of unsalable inventory.
There's no denying that down jackets used to be the perfect combination of winter fashion and warmth. But just recently, the industry seems to have encountered a tough bone to gnaw. We're seeing a few more zeros on the price tag of some brands – which begs the question, "Is it a down jacket or a gold bar?"
When it comes to price, you may think of mooncakes and durians – they have also been controversial because of their high prices. But unlike moon cakes and durians, down jackets have to face at least one problem: temperature. When global warming makes it difficult for us to even look forward to a decent snow scene, investing in a high-priced down jacket seems to be a luxury.
Let's take a look at what the younger generation of consumers thinks. The post-95s and post-00s are no longer the "little white rabbits" that are easy to be fooled in traditional advertising, they pursue personalization, pay attention to cost performance, and treat every shopping very rationally. They're more willing to spend their money on pieces that make a statement of their style – whether it's a chic hat or an old pair of sneakers with a story.
EMOTIONAL MARKETING? THAT'S ALREADY OUT! Today, posting a high-end and high-grade down jacket in the circle of friends may have received ridiculed praise from friends. "Look at that dress, it's as expensive as a house!" may not be an exaggeration. Rather than taking on heavy debt to buy expensive housing for the sake of "saving face", young people prefer to live in a rented house – and the same applies to expensive down jackets.
Merchants may need to rethink how a product can regain its market when it begins to lose its temperature – both literally and figuratively? "To put it simply: practical, durable, stylish and affordable.
In short, in this fast-changing and challenging market environment, only brands that truly think from the consumer's perspective and offer attractive products and services can thrive. How will the down jacket market develop in the future? But one thing is certain: only innovation and a true understanding of consumer needs can reinvigorate the industry.