Mention the brand of international down jacket Moncler and Canadian goose (Canada Goose) The first reaction of consumers is probably expensive. So despite the fact that the canadian goose has a long queue and nearly $10000 worth of bursting money when it first opened in Beijing, it has little impact on the public consumers. For ordinary people, they can not afford to buy the alliance, but the Canadian geese are normal. However, this year, more and more domestic down garments have also risen, so that consumers can hardly afford to buy them. According to CCTV news reports, The average selling price of Bosideng down jacket rose from 700 yuan ~800 yuan to 1100 yuan ~1200 yuan, or 50%. 。 Subsequently, reporters visited the major brands Tmall flagship store found that ONLY, Vero Moda And other fashion brand's new down coats are generally priced over 1000 yuan. Snow flying, ice cleaning, Yalu The top selling price of the old brand of domestic down garments has reached 1369 yuan ~2349 yuan. Pacific bird The highest price of clothing brands such as multi category clothing brand is also around 2499 yuan ~3729 yuan. What kind of consumer market logic is there behind the rising price of down jacket? Will there be a new king in the middle and high-end market? Production is declining, and market is improving.
Many factors result in quality improvement of down products.
When it comes to price increases, people are accustomed to attribute this phenomenon to the rising price of down materials. According to CCTV data, The white feather with 90% cashmere volume is 194 thousand yuan / ton in September 1, 2016, and the highest price in the first half of this year is 450 thousand yuan / ton. Although the price of duck down and goose down has dropped a lot in the second half of this year, it is still at a historical high.
According to a number of feather down wholesalers, the feather down of a medium length lady's down eiderdown is about a pound, and the wholesale price of 90% ordinary eiderdown is 340 yuan per kilogram. This means a feather filled medium length down jacket, the cost of down is only 170 yuan, and the goose feather is even higher. At the same time, processing costs, logistics costs, with the increase in human costs, these costs are also rising.
In addition, the reasons for the overall price rise of feather and down market are related to the brand of canadian goose, alliance and so on. The high-end brand has directly promoted the price of some consumers. "Originally consumers will feel that 1000 yuan, 1500 yuan, a down jacket is not cheap. Later, those seven thousand or eight thousand yuan abroad came in, and everyone's psychological price increased. They felt that two thousand yuan a down coat could be accepted." A senior luxury brand consulting analyst said.
For consumers in northern China, the down jacket is always the best choice for autumn and winter. However, in recent years, with the global warming, China's down garment production is showing a downward trend. Data show that In 2018, the national down jacket production was 196 million, down 5.4% from the same period last year.
But from the down jacket Market, At present, China's down garment market is improving as a whole, showing a rising trend of recovery. According to the statistics of China clothing association, In 2018, the market size of China's down garment was about 106 billion 800 million yuan, an increase of more than 10% over the same period in 2017. With the wave of consumption upgrading, it is estimated that the market size of Chinese down garments will reach 138 billion 200 million yuan in 2020.
On the one hand, the production of down jacket is decreasing. On the one hand, the market of the down jacket Market is expanding constantly, and the price of the down garment brand is also reasonable. The colder weather, the higher sales volume.
7 minutes later, Bosteng climbed to the top again.
The textile market has always been "watching the sky", especially in autumn and winter, and the weather is even more important.
Since November, cooling across the country has created a sales boom for autumn and winter clothing, especially down garments. In the past "double eleven" business shopping festival, Bosideng led the domestic down jacket brand to hand in a bright report card. According to Bosteng statistics, Boston Tmall flagship store 7 minutes sales broke 100 million yuan, 78 minutes break last year's total sales of 414 million yuan. The sales volume of the whole network exceeded 800 million yuan, and the total channel sales exceeded 1 billion yuan. Thus it can be seen, Bosideng down coat this year still achieved sales growth again, the emergence of "strong and strong" situation.
Growth rate, only "double eleven" on the same day, Bosideng group's brand down clothing business includes Bosideng down jacket, snow flying and ice cream brand. Sales of Tmall flagship store increased by about 58% compared with the same period last year, and sales of the whole network increased by about 49% compared with the same period last year, compared with Tmall's "double eleven" transaction volume growth by 26% annually. Among them, Bosideng single brand down jacket Tmall flagship store has a sales volume of 650 million yuan, an increase of 58% over the same period.
This report card has benefited from the persistent investment and R & D accumulation of domestic brands in products, R & D, etc., and began to continue to exert power on the brand, redefining the market structure with its own soft and hard power.
Take Bosideng as an example, as a national brand widely known by the public in the field of down garments, the company has always adhered to the mass line, and the overall brand style is not high. In addition, the company has tried diversified businesses, and the development has also undergone many twists and turns.
Since the new strategy of "focusing on the main channel and focusing on the main brand" in 2018, Bosideng has speeded up the promotion of brand initiatives such as raising quality and expanding the market. From last year, it was stunning to debut in New York fashion week and launched the three designers' joint series. This year, once again embarked on the international stage, landing in Milan fashion week, salute the peak spirit to launch the global top mounted "Dengfeng series". "Goose" invasion, head vacancy
Domestic brands begin to seize the high-end market
As a leader in the industry, Bosideng is particularly eye-catching among the many down price brands.
Bosteng, once derided "local flavor", has become more fashionable over the past two years, and has been feeling on various platforms in various forms. Of course, the price of Bosteng is rising. with Bosideng This year's extreme cold series down jacket is an example. 1000 yuan ~1800 yuan. The main products are far below the international feather clothing brands such as canadian goose and alliance. And Boston's recently released Dengfeng series down jacket has been launched. 7 paragraph High positioned products, priced at More than 5800 yuan. Among them, the highest The price of Mount Qomolangma is 11800 yuan. Direct pricing of luxury brands such as Canada goose and Moncler.
According to official website, the Bosideng Dengfeng series, inspired by the world-famous peak, has the content of "black science and technology". It not only selects the top grade velvet of the 43 degree golden belt of north latitude, but also uses the sophisticated technology and science and technology of RECCO life detector and so on, which is made up of 489 working procedures and is regarded as a high-end product.
Why is Boston eager to build high-end products?
Since 2015, the alliance has been able to import the canadian goose into the Chinese market, which has greatly increased the price of the down garment, thus giving rise to a market gap of 1000~6000 yuan. According to the alliance, China's official website and Tmall goose flagship store show that the prices of the two products are respectively 6150 yuan ~44750 yuan, 4600 yuan ~14600 yuan interval. 。 It can be said that the two are positioned as luxury feather products, and the location and price of domestic brands are more consistent with the consumer market. Obvious, The middle and high-end market between the two is still absent, which is the best time for big brands to become bigger and stronger in this market segment. From a macro perspective, there is a world of difference between income and consumption concept among different regions and different groups. Some people pursue brands and luxury goods, and are willing to pay for the brand premium. Naturally, people are sensitive to price and pursue cost-effective.
From the perspective of brand premium, clothing may be different from the price of hundreds of dollars to tens of thousands of dollars, but the quality may not be very different, but only through the price difference, it brings consumers a sense of high-end brand experience. With the upgrading of consumption, clothing also develops from material value to spiritual attribute. It is also a trend for head enterprises to make down garments into luxury products.
Complex and diverse consumption environments create totally different needs. For enterprises, the pursuit of big and complete is out of date. In the current domestic market, as long as we do a good market segmentation, we can fully stand out. At present, Bosideng occupies the first place in the domestic down garment market. However, market segments such as high-end and luxury are still absent. The introduction of 10000 yuan down jacket is actually a strategic means to enhance the brand's high-end positioning.
In the future, I believe there will be more local brands going to the high-end market to further consolidate their brand image.
Of course, some people enter the middle and high-end market, and some of them naturally occupy the fair market. Among them, a kind of net red brand represented by naughty girl and KOL is also popular among young people. Zhang Dayi and Sydney's ability to carry goods during the double eleven period is obvious to all. For the consumers after 90 and 00, they do not care about brands, so long as they are fashionable, they will pay the bill.
Well, the question is coming. What kind of down jacket do you plan to PICK this winter?
