Why can't domestic down jackets be expensive?
The news of the price increase of Bosideng's down jackets has aroused a wave of doubts on the Internet. Why is it that Canada goose, which is also a down jacket, can maintain a high price all year round, but it is still loved by Chinese consumers, and its sales continue to rise?
The success of Canada Goose is inseparable from its positioning as a light luxury product, known as the Hermes of the down jacket industry.
Since its birth in 1957, the brand was originally called Metro Sportswear, which made wool vests and snowmobile clothing for Canadian police officers and patrol officers, and gradually developed into a down jacket brand. In 2001, the brand was renovated to target urban white-collar workers, successfully transforming the brand from a civilian route to a luxury brand.
The brand name can be associated with the climate and scenery of Canada, and it is simply kept 100% produced in Canada, and the marketing selling point is also this: "Made in Canada".
At the same time, Canada Goose has also put a lot of effort into marketing. The brand actively participated in the order fairs of boutiques, took advantage of the celebrity effect, sponsored mountaineers, etc., and made it leap from a civilian clothing to a luxury brand in just ten years. After entering the Chinese market in 2018, its high-end image has become more deeply rooted in the hearts of the people, making high premiums the norm.
It is a goose label, but it is actually sold with duck down, and the TEI index is basically 3, which is the basic warmth level.
In contrast, domestic clothing brands have formed an impression of low prices in the minds of consumers, making it difficult to accept price increases. Brands like Anta can only tap into the mid-to-high-end domestic market by acquiring foreign brands such as Fila and Arc'teryx.
Although domestic down jacket brands cannot set a high price, the success of Canada Goose has undoubtedly raised the price anchor of the entire Chinese down jacket market. From the popular trend of a few hundred yuan a piece to a few thousand yuan a piece, and now the down jacket with tens of thousands of yuan in the circle of friends has become commonplace.
This time, Bosideng's price increase was obviously inspired by the "big goose" and tried to enter the mid-to-high-end market with the help of its own brand marketing.
Just as some people are critical of Huawei phones, they often complain that domestic products are too expensive and say they can't afford them. However, there are actually many affordable down jacket brands and styles on the market to choose from, and consumers can make a choice according to their needs and budget, and no one forces you to buy high-priced products, right?
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