Down Jacket Welcome Good High-End Down Jacket To Usher In Consumption Boom

With the upgrading of consumption, residents' consumption pays more attention to quality and individuality, and high-end products are increasingly popular among consumers. In recent years, canadian goose and alliance have been able to wait for foreign brands such as the down jacket brand to enter the domestic market, to a certain extent, lifting the psychological price of consumers to buy down garments. Whether online or offline, the domestic down garment market has shown an upward trend in terms of sales volume and price.

Suning released the latest data show that in the past two weeks, the sales of down garments have increased by more than 1.5 times, and prices have also risen to varying degrees. Last year, the average price of our down garments was 555.6 yuan / piece, up 7.51% over the same period in 2017. And prices are rising all the way this year. Take Bosideng as an example, the average selling price of down jacket last autumn was between 700-800 yuan, and this year's China Commercial Daily reporter found that the price of down jacket has risen to 1000-3000 yuan in Bosideng Tmall flagship store.

Since the 2015 alliance and Canadian geese have entered the domestic market, high-end down coats have been popular among consumers. In the second half of last year, Canada goose opened flagship store in Tmall, attracting 4 million 300 thousand people to shop in one quarter. On the day of Tmall's "double 11" last year, the turnover of Canada goose broke through ten million minutes in just 71 minutes, and the number of visitors was equivalent to 1/4 of Vancouver population. Canada goose's CEO Dani Reiss has made it clear that as the world's most potential luxury consumer market, China will provide many opportunities for the development of Canadian geese, and is looking forward to establishing brand sentiment with Chinese consumers.

As Canada goose has achieved another milestone in the Chinese market, Canada goose opened a time limited official flash store in Harbin, Wuhan, Beijing and Nanjing to respond to the growing demand of consumers for Canadian geese. There are many popular classic styles in the shop, so that consumers can feel the unique design and wear performance of their products.

Recently, the Chinese Commercial Daily reporter visited Beijing's Lafayette department store and SKP to see that customers in Canada goose shop kept pouring in, and the shop assistant told reporters that as the weather became colder, some of the best sellers had already sold out.

Similarly, the alliance with high-end top down clothing as the main product can also be favorable. According to the constant exchange rate, the league's sales in the third quarter increased by 10% over the same period, slightly higher than market expectations, and the group revenue rose 14% to 995 million euros. Asia and the rest of the world account for 40% of total sales. Although the market performance of Hongkong, China is weak, thanks to the market performance of Japan, mainland China and South Korea, group sales increased by 15% over the same period last year.

It can be said that after the introduction of canadian goose into the Chinese market, the alliance greatly increased the price of the down garment, and for the first time reduced the down jacket into the luxury category (retail price of more than 5000 yuan). Before that, the main battlefield of China's down garment industry has been concentrated in the price range below 1000 yuan for a long time, and the competition is extremely fierce. Because the alliance can attract the entry of Canadian geese, it has spawned a huge market gap with a price of 1000-5000 yuan. It is not difficult to understand why Bosideng and other brands are advancing to this price segment.

According to China's market demand, China Apparel Association predicts that by 2022, the market size of China's down garment industry will increase to more than 160 billion yuan, and maintain a growth rate of over 10%.