Source: Archaeopteryx "Year of the Dragon Limited" jacket
Recently, Archaeopteryx's newly listed "Year of the Dragon Limited" jacket has exploded and has long been out of stock.
According to netizen Mr. Xing, he is 46 years old this year, and he finally bought one after queuing for a long time on New Year's Day, "I came at half past six, and it took three and a half hours to grab a set, which is not easy." ”
"The store opened at 10 o'clock on the 1st, and the 'Year of the Dragon Limited' was sold out at 10 o'clock, and there was no replenishment later. You can take a look at the second-hand platform. The clerk of the Arc'teryx Wangfu Central store said that the "Year of the Dragon limited" models sold in the store, including jackets and T-shirts, have long been out of stock. However, according to a second-hand platform query, the original price of 8,200 yuan Archaeopteryx "Year of the Dragon Limited" jacket has been fried to about 12,000 yuan.
According to the 2023 Tmall Double 11 consumption list, among the male consumption list, the highest increase in product sales are road bicycles, e-sports products and jackets, which have become the "new three treasures" of male consumption in 2023. Among them, in the jacket market, "Archaeopteryx" was once called "middle-class standard" by the Internet, and even many netizens said that "owning Archaeopteryx means that you have stood at the top of the chain of contempt." ”
On the evening of January 10th, the topic # Archaeopteryx Year of the Dragon jacket was fried to 12,000 yuan # and rushed to the hot search. Someone commented, "I can't understand it at such a high level." Someone else questioned, "Is it really good-looking?"
Changes in the total shipments of China's outdoor products market
According to the report released by the Outdoor Products Branch of the China Textile Commerce Association (COCA), China's outdoor products industry has risen since the end of the 20th century, after more than 10 years of blowout growth, the industry growth rate has gradually slowed down since 2013, and the growth rate has slowed down significantly since 2015 into a period of consolidation and adjustment. In terms of the total shipments of China's outdoor products brands, the total shipments of mainland outdoor products brands in 2019 were 14.16 billion yuan. The total shipments in 2020 were about 13.88 billion yuan.
The competitive landscape of China's high-end outdoor sports market
At present, there are many domestic brands and international brands in the domestic outdoor products market, showing a pyramid of competition pattern, and the main representative brands in the high-end market include Arc'teryx; Mid-to-high-end brands include Columbia, Jack Wlofskin, and more.
According to market research firm Statista, 2024 could be a year of record growth for the global sportswear market.
Fu Yifu, an analyst at Suning Financial Research Institute, pointed out that in the context of the rise of the middle class, the increase in mobile Internet, the upgrading of personalized needs, the maturity of the post-85/90 generation, and the increasing proportion of older single men, the "other economy" is expected to usher in long-term sustainable growth.
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