#2023 Creative Challenge#Recently, many places in China have been in a state of rapid freezing, and under the influence of abnormal weather, down jackets have become everyone's first choice, but unlike the popularity of down jackets in previous years, down jackets have become the focus of controversy this year, especially the issue of high-end down jackets has attracted much attention.
First, the down jacket is trapped in the high-end
According to the report of titanium media, the temperature in many places has plummeted, driving the market demand for down jackets. Different from the past, this year's down jacket has repeatedly become a hot topic due to the price of "unattainable", and products with more than 1,000 yuan are commonplace, and some prices are as high as 7,000 yuan. The brand takes the high-end route, which is the direction of the industry to seek breakthroughs. However, the sales of down jackets within 1,000 yuan are booming, and it is also a practical problem that high-end products cannot be sold. As a leader in the transformation of high-end, Bosideng, the head brand of down jackets, also revealed its intention to strengthen the market layout of Pratt & Whitney down jackets while it continues to seek high-end layout.
The strongest cold wave since this winter has brought a significant cooling to many places on the mainland, and this "king bomb" cold wave is still exerting force. According to data, the trading volume of the down jacket market rose rapidly last week, with a daily trading volume of more than 100%, showing an explosive growth trend. The topic "Southerners have finally bowed to down jackets" once rushed to the top 2 of the hot search list, with a reading volume of 160 million.
Entering the traditional sales season of down jackets, consumer demand remains high. According to Taobao data, recently, the production and sales of down jackets in Changzhou, Jiaxing, Suzhou and other places have reached a new high, and the number of popular down jackets has increased by more than 200%. According to Vipshop data, since November 30, the sales of sports down jackets have increased by 38% year-on-year. As of December 12, the sales volume of down jackets in China increased by 74% year-on-year, and the sales of balabala down jackets increased by 41% year-on-year.
Taking the ending Double 11 as an example, the data disclosed by JD.com shows that during the Double 11 period, the overall turnover of the platform's down category increased by 120% year-on-year, making it the top 1 in clothing category sales.
2. Why is it so difficult to make high-end down jackets?
As a garment with superior thermal performance, down jackets have always been a must-have in winter wardrobes. In recent years, with the rapid rise of international brands in the Chinese market, the high-end trend of the down jacket market has become more and more obvious.
First of all, in recent years, with the rapid development of international high-end down jacket brands such as Canada Goose and Moncler in the Chinese market, the high-end process of the down jacket market has begun. The success of these brands is reflected not only in their high-quality down jacket products, but also in their unique brand positioning and marketing strategies. They have successfully elevated the traditional functional clothing category of down jackets to the level of fashion and luxury, resulting in a high brand premium and market share.
Secondly, in such a market environment, domestic down jacket brands have also begun to seek a breakthrough to the high-end market. Domestic brands, represented by Bosideng, are trying to seize the high-end market share by improving product quality, design sense and technical content, as well as strengthening brand image and market positioning. Behind this strategic shift is the keen capture of the trend of consumption upgrading and the pursuit of higher profit margins by domestic down jacket brands. For domestic brands that want to enter the high-end market, it is not easy to replicate this successful model. On the one hand, domestic brands need to invest a lot of resources in brand building and marketing to enhance brand awareness and reputation, and on the other hand, due to the increasingly fierce competition in the high-end market, domestic brands also need to continue to innovate to meet consumers' higher requirements for quality and design. In addition, domestic brands also need to face competitive pressure from international brands, and how to stand out in the highly competitive market has become a major challenge for them.
Third, the current development trend of the consumer market also poses a certain pressure on the high-end down jacket market. In recent years, with the change of consumer concepts, more and more people have begun to pay attention to the cost-effectiveness of goods, rather than just pursuing brands and prices. This change in consumption concept makes high-end down jacket brands need to pay more attention to the actual value of products and improve the cost performance of products to meet the needs of consumers. In addition, with the increase of environmental awareness, consumers' attention to sustainable development and environmental protection concepts is also increasing, which puts forward higher requirements for high-end down jacket brands.
Fourth, in the long run, the trend of consumption parity is gradually taking shape on a global scale. With the change of consumer concept and the intensification of market competition, products with reasonable prices and high cost performance will be more popular in the market. In this context, the high-end down jacket market will face increasing pressure. Brands should not only respond to consumers' higher requirements for cost performance, but also find effective ways to reduce costs and improve efficiency while maintaining high-end image and quality.
To do a good job in high-end down jackets, brands not only need to have strong product research and development capabilities and design innovation capabilities, but also need accurate brand positioning and marketing strategies. Brands need to deeply understand the needs and expectations of target consumers, and provide products that not only meet the high-end sense of quality, but also reflect reasonable value for money. At the same time, through effective brand storytelling and experiential marketing, consumers can enhance their brand identity and loyalty.