Jackets, as a must-have item for outdoor enthusiasts, are the OOTD of hipster icon, no matter how popular it is, but there are still very few people who wear domestic jackets.
In terms of design and strength, domestic jackets have made great progress compared with the past, which can be said to be very different. From not being able to take it, to the frequent appearance of excellent works, it has the conditions for a professional jacket from all aspects.
However, even if the domestic jacket is cost-effective and the performance is guaranteed, it still can't change the stereotype of young people who "favor imported brands and look down on domestic brands".
I would even rather add a few hundred yuan or thousands of yuan to buy an imported jacket than a domestic jacket, why?
Reason 1: Brand effect
Jackets from the niche to the public, popular and popular in people's daily wear in fact, not a few years, for professional outdoor enthusiasts, the domestic and foreign jacket brands are more familiar, but for novices or people who have just entered the pit jacket, they know that the brand is only a few more famous imported brands.
When it comes to jacket brands, most people will say Archaeopteryx, Northface, Mammoth, Columbia, etc., while few people will think of Kellerstone, Birch, Pioneer, etc.
It is precisely because of the brand effect that many novices will first choose from well-known imported brands when buying jackets, not to mention how much they know about these brands of jackets, but they will think in their hearts: After all, the brand is big, and so many people wear it, it must be bad!
On the other hand, those domestic jacket brands that have been neglected, even if the price is cheap and the performance configuration is very good, they will be beaten to death with a stick, thinking that it is not good if no one wears it!
Reason 2: I don't know about domestic jackets
Putting aside brand stereotypes, the fundamental reason why contemporary young people are reluctant to choose domestic jackets is that they don't know about domestic jackets at all, and they can even say that they haven't done any homework.
It is not that the bigger the brand and the more expensive the jacket, the better, judging the quality of a jacket mainly depends on the fabric and technology.
Kaile stone, the "ceiling" in the domestic jacket, uses the same GORE-TEX fabric of the imported brand, which is windproof, waterproof, breathable and wear-resistant, and also has the effect of channeling sweat.
The Trailblazer uses event fabric, which is not as abrasion resistant as Gore tex, but has better breathability, and is also equipped with the same RECCO search and rescue device as Archaeopteryx;
There is also Bo Xihe's self-developed fabric STORM BREATH, the performance is not bad, even the camel, which is known for its cost performance, is also equipped with self-developed black technology DuPont TEFLON➕ENFO-TECH double rainproof technology.
And these domestic brand jackets, except for Kaile stone, cost more than 2,000 yuan, and the others are about 1,000 yuan, and some even only cost a few hundred.
Aren't they more fragrant than thousands or tens of thousands of Archaeopteryx? It's just that young people don't know about them!
Reason 3: Publicity is not in place
Of course, you can't completely blame young people for not knowing about domestic jackets, and part of the reason is because: domestic jacket brands don't give young people the opportunity to understand them!
Let's not talk about the north, after all, it is a brand with its own Internet celebrity label, and its down jacket has also played a role in promoting the popularity of the jacket.
However, Archaeopteryx is different. You know, before Arc'teryx entered the domestic market, no one knew that there was such a brand, why it suddenly became a phenomenon? It has a lot to do with brand marketing and publicity!
Arc'teryx's offline stores are always open next to luxury goods, so that it not only makes the brand famous, but also attracts more wealthy people, thus becoming one of the "three treasures of the middle class".
Secondly, Archaeopteryx's advertising is also doing well, from Liu Wen to Wen Qi, not only willing to spend money on spokespersons, but also good at selecting people, whether from market influence or external image conditions, it is very in line with the style and tonality of Archaeopteryx jackets.
On the other hand, only Camel invited Ding Zhen as a spokesperson, and he was just a small Internet celebrity from the grassroots, and other brands never advertised, so that no matter how good the product is, it is difficult to be seen!
Summary at the end of the article
Don't blow or black, put aside brand stereotypes, although there is indeed a certain gap between domestic jackets and imported jackets, but from the perspective of comprehensive price, this gap is obviously narrowing.
If I had to make a choice, an imported jacket with a size of tens of thousands of yuan, and millions of domestic jackets, I would definitely choose the latter!
(The picture comes from the Internet, if there is any infringement, it will be deleted immediately)