According to the "China Goose Down Jacket White Paper" report, the pattern and development trend of the mainland high-end goose down jacket market is becoming clearer, according to the data of the past year on the Douyin public platform, the top 10 brands with sales and the average price of goods above 800 yuan account for more than 20% of the goose down jacket market, while this figure is only 6% in the down jacket market. Obviously, compared with the down jacket market, which focuses on affordable prices, goose down jackets are more attractive to high-end consumers who pursue professional technology to keep out the cold and comfortable wearing experience. As one of the leading brands in this field, the Gofan Black Gold series is particularly noteworthy for its market positioning, consumer behavior research and product development strategy.
Interpretation of the position of Gaofan black gold in the mid-to-high-end goose down jacket market
In the ranking of the top 10 brands in the goose down jacket market in the past year, Gao Fan ranked first with a market share of 11%; THE NORTH FACE, BOSIDENG, CO CO ZONE, PIERRE CARDIN and many more. Looking further, the sales performance of the domestic high-end goose down jacket brand Gaofan in different price segments is also quite eye-catching. In the price band of mid-to-high-end goose down jackets of 1500-2999 yuan, Gao Fan is in the leading position with a market share of nearly 28%, leading the goose down jacket sales market. According to Douyin data, its black pearl series products of more than 2,000 yuan have become the platform sales champion. In addition, in the high-end goose down jacket market of more than 3,000 yuan, Gaofan won the first place again with a market share of 18%, leading high-end brands such as The North Face, Langzi, and Edtion.
Relying on the self-developed high-quality goose down filling technology and the production process of luxury standards, the black gold series not only has excellent thermal performance, but also has high-end texture and exquisite details, which are favored by mid-to-high-end consumers. At the same time, Gaofan actively lays out the online and offline omni-channel sales network to create a three-dimensional marketing system, which further consolidates its leading position in the mid-to-high-end goose down jacket market.
Changes in consumer behavior and the response to Gaofan's product strategy
According to the changing trend of consumer behavior revealed in the "White Paper on Chinese Goose Down Jackets", the Gaofan Black Gold series keeps up with the pace of the times and accurately captures the upgrading of consumers' needs for personalization, fashion and functionality. On the one hand, Gaofan pays attention to the aesthetic changes of consumers and introduces international cutting-edge design concepts, so that the black gold series has both fashionable appearance and practicality; On the other hand, in response to the growth of consumers' demand for healthy, environmentally friendly and intelligent life, Gaofan continues to develop and innovate, and pays great attention to the selection of goose down raw materials, directly harvesting flying velvet from the world's five extremely cold regions, and then through the three countries of Canadian water repellent, Swiss antibacterial, and Chinese mite removal, the double guarantee of goose down with zero peculiar smell and zero stimulation has been realized. Combined with the allergen-free, formaldehyde-free, carcinogenic Blackstone fabric, it creates a reassuring and comfortable material to meet the safety needs of susceptible people for goose down jackets; At the same time, the use of Zhongke heat storage technology, combined with nanomaterials, honeycomb level heat storage temperature lock technology, quickly rises by 24% in 5 seconds, realizes luxury heating protection, and ensures that the product can meet the new expectations of consumers under the modern lifestyle.
Grasp the market demand, and launch modern aesthetics and functional fashion luxury products
Based on the detailed market analysis in the "White Paper on Chinese Goose Down Jackets", Gao Fan deeply understands and accurately grasps the current consumer demand characteristics for mid-to-high-end goose down jackets. Therefore, the Gaofan black gold series continues to iterate and upgrade, perfectly integrating fashion design, exquisite craftsmanship and advanced technology, and is committed to providing consumers with goose down jacket products with both modern aesthetics and powerful functionality. For example, Gao Fan carefully designed different versions to adapt to different body types, and innovated cutting techniques to highlight the beauty of human body curves; At the same time, with the blessing of the three luxury heating technologies of flying velvet, Zhongke heat storage technology and Blackstone fabric, a more distinctive goose down jacket has been created, which is a royal haute couture goose down jacket master series that is both warm, waterproof, windproof, breathable and fashionable for the Duke of Lateran's family; The launch of the windproof, waterproof, wear-resistant and lightweight black gold navigation series for China's polar research personnel fully demonstrates the forward-looking and execution of Gaofan Black Gold in meeting market demand.
In general, the release of the "White Paper on Chinese Goose Down Jackets" provides a strong reference for the development of the industry, and it is in this context that the Gaofan Black Gold series continues to stabilize and expand its share in the mid-to-high-end goose down jacket market through a keen insight into market trends and in-depth excavation of consumer needs. In the future, Gaofan will continue to be based on market demand, adhere to innovation-driven, create more high-quality goose down clothing products that meet modern aesthetic and functional needs, and further lead the consumption upgrading and reform of the mid-to-high-end goose down clothing industry.