Do You Want Lining Or Face When Choosing Down Jacket?
It's cold. It's down jacket that we'll always be short of in the wardrobe.
The children who are urged by their mothers to wear autumn pants grow up. Under their "need for temperature and style", the bulky "Fashion Disaster items" in their memory are also quietly changing.
Young people prefer net red down jacket
"A beautiful lady may not have a boyfriend, but she will have a goose." Wang Dong (pseudonym) has been studying in Canada for many years, and is currently engaged in purchasing and selling canadian goose brand down jacket. In his circle of friends, he used similar copywriting to advertise every day.
Canada goose, a Canadian luxury outdoor brand. Facts have proved that there are many young Canadians who are "planting grass" by all kinds of marketing copywriters, Star Street Photos and online celebrities.
In 2018, Canadian geese entered the Chinese market. When its Beijing Sanlitun flagship store opened, although it took an average of 30 minutes to enter the store in the cold wind, it still couldn't stop the enthusiasm of the shoppers.
In the hearts of consumers, Canadian geese have been known as "Hermes in down jacket industry". A Beijing netizen once sent out a classic complaint: on the subway leading to Xierqi, you can see at least six geese in a carriage with 247 passengers.
When it comes to the function of down jacket, the first thing we think of is to keep warm. Is canadian goose the "foreign monk" so popular because it is the most warm?
"Although Canadian geese are famous for their warmth and wind resistance, there are not many people wearing Canadian geese on the streets in the coldest time in Northeast China. Mink coats are warmer, but they are more expensive. It's normal to have 10000 or 20000 Northeast girl Miss Zhang said.
"Later, I came to work in Beijing and bought a canadian goose. Although it's a little less warm, it's enough. The main reason is that minks are too "Lady" and Canadian geese seem to be more casual and everyday, and they are easier to take care of than minks. " She explained.
Canadian geese all over the street may be "Guangshen duck"
Although the goose is good, the grass is not easy to pull out.
Among the official flagship stores of Canadian geese, the prices of several down jackets with the highest sales volume are basically between 8000 and 10000 yuan. Even if they are purchased on behalf of others, they will cost at least 6000-7000 yuan.
But if you buy high imitation fake goods, you can successfully stand on the front line of fashion with less than one tenth of the money.
According to a survey conducted by zhongxin.com, some people who once purchased genuine Canadian geese have also started to sell "fake geese" in recent years. Some even claim that their sales of "fake geese" can be 3 or 4 times as much as "real geese".
"A lot of young people don't care whether they keep warm or not. They just care whether they look like it or not. What they wear is a" trademark. " Wang Dong said.
In Canada, the prices of "three pieces of down clothing" were 245 yuan and 550 yuan respectively. Each piece of clothing looks the same, but the fullness, fabric and workmanship are different.
Wang Dong also said, not to mention the difference of several hundred yuan, even if it is 10 yuan cheaper, you can find no less than 10 versions of goods.
"What we can see on the market, the prices are as low as 100, as high as 4000 or 5000, are basically imitations." According to Wang Dong, imitations can also be classified into two categories: Guangshen and Jiangzhe. From his experience, the duck down high imitation of Canadian geese in Dongguan and other places is very good, which can achieve the imaging of 1997 and 1999, and even some hidden and knowledgeable people can see the details are in place.
"Even though our brands such as bosden and xuezhongfei are in place, and many down jackets can meet the needs of daily climate and environment, they are not as attractive to young people as the four words" canadian goose. " Wang Dong said that for the same price of 1000 yuan, a lot of people would choose the latter for a real bosden and a fake canadian goose.
Rich bosden, poor people wear "geese"?
Wang Dong said that the current situation of "fake geese" all over the place has made fun of "rich bosden, poor people wear geese".
In Wang Dong's opinion, if you live in a place where the temperature is above zero all the year round, or occasionally four or five degrees below zero, then the utilization rate of buying Canadian geese is not high, and the value can not be fully reflected.
Ms. Wang, who has been working in the south these years, needs to buy down jacket again after many years due to her recent business trip to Northeast China. After comparing many brands, she bought a bosden down jacket with a price of more than 2000 yuan.
"I don't think it's fashionable to get on and off the plane, and I don't think it's much better to wear a warm jacket than to get on and off the plane. It's just that the price is much higher. " Ms. Wang commented.
Zhu Gaofeng, chief financial officer and vice president of bosden, did not deny the "step-by-step increase" of price.
"At present, the average price of bosden is about 1500 yuan, and the average price of bosden in the next two or three years will be 1800-2000 yuan." Zhu Gaofeng stressed at the mid-term performance communication meeting of bosden in 2020 that the trend and strategy of bosden's transformation to medium and high-end products have not changed. This year, it is only affected by the epidemic situation, and considering the changes in consumer psychology, some medium price product lines have been added.
It is generally believed in the industry that in recent years, Canada geese, moncler and other foreign high-end down jacket brands have entered the Chinese market, to a certain extent, raised the psychological price of consumers to buy down clothes.
Expensive domestic products vs fake geese, who do you choose?
Many domestic brands are not the same as domestic down brands.
But in fact, brand premium is the decisive factor of product price. Consumers' psychological price of a product is closely related to its social positioning of the brand.
Aware of this, with the goal of learning, bosden, who dominates CCTV's Golden advertising section all year round, is trying to get rid of the label of "parents' style". Other domestic down jacket brands also intend to "counter attack", and the styles are becoming more fashionable.
In 2018, orolay, a down jacket brand from Jiaxing, Zhejiang Province, also became popular in the United States. It won the first place, an average rating of 4.2 stars and 8086 comments on Amazon. Com, known as "Amazon down jacket".
Canadian geese always have the professional orientation of cold proof clothing designated by the Antarctic research team. Bosden helped the Chinese mountaineering team to climb Mount Everest. Canadian geese were equipped with down coats for well-known US TV series "game of power". Bosden successively signed with stars such as Yang Mi and Chen Weiting, and frequently walked into the live broadcasting rooms of head anchors such as Li Jiaqi and Sydney.
In recent months, tongkaiya's badminton and other down products have achieved the highest sales amount of 19 million yuan in the down clothing of Zhengli and Suning. Bosden, which has made great progress all the way, has achieved a 35% year-on-year increase in retail sales of tmall's "double 11" line this year, taking the second place in the list of clothing brand sales and the first place in China's clothing brand.
"It will take a long time for the cultivation of domestic down jacket brands, so that consumers can cross the huge cognitive gap from local taste to high-end." Some analysts pointed out that "expensive down jacket is not only a warm coat, but also a luxury with additional social attributes."
However, according to Wang Dong, the quality of Canadian geese is also declining. "When I bought the first Canadian goose, it was only more than 5000 yuan. Now I have worn four or five pieces. In addition to the increasingly expensive price, I feel that the quality is getting worse and worse. The sewing and filling of wool are not as good as before, and the warmth retention is not as good as the label."
Domestic products in brand transformation vs. foreign online celebrities popular for many years, who would you like to let warm you?
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