This article is from WeChat public account: new latitude (ID: jwview) , author: Zheng Zhang Yan, original title:” domestic Down jackets are priced at tens of thousands. Can you still achieve “warm freedom” this winter? “, title map from: Visual China
In November, when it was time to add winter clothes, many people found that the down jackets that had been price-friendly in the past quietly became “luxury goods.” Recently, the domestic down jacket manufacturer Bosideng has launched seven new down jackets, ranging in price from 5,800 yuan to 11,800 yuan. In this regard, many netizens said that they have not been able to afford down jackets.
Industry believes that the price increase of Bosideng down jackets is mainly due to the significant increase in marketing costs and product costs. In addition, its new strategy is to compete against rival Canadian geese, to expand its position in the down jacket field. High-end market. The launch of the new product line will help the brand to become younger and attract more young consumers.
01 down jacket price is comparable to “luxury”
The latest data released by Suning shows that the sales volume of down jackets has increased by more than 1.5 times in the past two weeks, and prices have risen to varying degrees. Last year, the average unit price of China’s down jackets was 555.6 yuan/piece, up 7.51% from 2017. And this year prices have risen all the way.
Recently, Zhongxin Jingwei reporter visited Beijing Bosideng flagship store, Galeries Lafayette and other places to see that many consumers buy down jackets in Bosideng and Canada’s famous down jacket brand Canada Goose Store. Bosideng store sales staff told Zhongxin Jingwei reporter that this year, due to the increase in the price of duck down and goose down, the overall price of down jackets has risen by 300 yuan to 400 yuan, and the price of down jackets in stores is mostly between 2,000 yuan and 5,000 yuan.
Zhongxin Jingwei reporter noticed that there is no preferential activity for the down jacket in the Canada Goose Shop, and the “Double Eleven” promotional offer has been started in the physical store under Bosideng Line. “Full 399 yuan to send 50 yuan vouchers”, but Dengfeng and other series do not participate in the event.
▲Bosden Store Promotional Billboard Zhongxin Jingwei Zhang Yanzheng Photograph
It is reported that the Dengfeng series is a newly launched product of Bosideng. There are seven down jackets, named after seven famous mountains in the world, and the price ranges from 5,800 yuan to 11,800 yuan. Among them, the most expensive is the Everest down jacket, priced at 11,800 yuan.
The higher price of the Dengfeng series down jackets is because the quality of the selected goose down is the best. The fabrics are selected from aerospace nano-insulation materials, and life detectors are placed. Outdoor sports enthusiasts buy more. Bosideng The store sales staff said.
But the news of Zhongxin Jingwei noted that as of November 5, only 4 pieces of down jackets with a price of 11,800 yuan were sold in the official flagship store of Bosideng Tmall; the price is 980.