Chinanews client, Beijing, December 13th (Zuo Yukun) It's cold, and the down jacket that you will always be missing in your closet is your turn.

　　The children who were urged to wear long trousers by their mothers grew up. Under their demand for "temperature and demeanor", the cumbersome and bloated "fashion disaster items" in their memories are also quietly changing.

Office workers wear winter down jackets and go fully armed.

Picture source: Oriental IC

Young people prefer net red down jackets

　　"A beautiful young lady does not necessarily have a boyfriend, but there must be a big goose (Canada goose down jacket)." Wang Dong (pseudonym) has studied in Canada for many years and is currently engaged in the purchase and sales of down jackets for brands such as Canada goose.

In his circle of friends, he uses similar copywriting to advertise every day.

　　Canada Goose, a Canadian luxury outdoor brand.

Facts have proved that there are many young people who are "grassed" Canadian geese by various marketing copywriting, celebrity street shooting, and Internet celebrities.

　　In 2018, Canada Goose entered the Chinese market. When its flagship store in Beijing Sanlitun opened, although it had to wait in the cold wind for an average of 30 minutes to enter the store, it still could not stop the enthusiasm of snappers.

　　In the minds of consumers, Canada Goose has the title of "Hermes in Down Jacket".

A Beijing netizen made a classic complaint: On the subway leading to Xierqi, you can see at least 6 "geese" in a carriage limited to 247 people.

Canada goose down jacket store.

Image source: CanadaGoose's official WeChat account

　　When it comes to the function of down jackets, the first thing everyone thinks of is to keep warm.

Is the Canadian Goose, the "foreign monk" so popular, because it keeps warm?

　　"Although Canadian geese are famous for keeping warm and resisting wind, there are not many people who wear Canadian geese on the street when it is coldest in the northeast. Mink coats are warmer, but the price is more expensive. Ten thousand to twenty thousand is normal." Said Miss Zhang, a northeast girl.

　　"Later I came to Beijing to work and bought a Canadian goose. Although the warmth is a little bit inferior, it is still good enough. The main reason is that the mink looks too "ladies". The Canadian goose looks more casual and daily and easier to take care of than the mink. She explained.

The Canadian geese all over the street may be "Guangshen Duck"

　　Although the big goose is good, this "grass" is not easy to "pull".

　　In the official flagship store of Canada Goose, the prices of the top-selling down jackets are basically concentrated in the range of 8000-10000 yuan, even if they are purchased through purchasing, they will cost at least 6000-7000 yuan.

　　But if you buy high imitation fakes, you can successfully stand on the front line of the trend for less than one-tenth of the money.

　　According to a survey conducted by Chinanews.com, some people who have purchased genuine Canadian geese have also begun to sell "fake geese" in recent years.

Some people even claim that the sales of "fake geese" they sell can be 3 or 4 times that of "real geese".

The selling prices of some popular styles in the official flagship store of Canadian goose down jackets.

Screenshot

　　"Many young people don't care if they keep warm, they only care about whether they look like it or not. What they wear is a'trademark'." Wang Dong said.

　　Some media have reported that in Changshu "Foreign Trade Village", three Canadian goose down jackets with exactly the same appearance are priced at 650 yuan, 550 yuan and 245 yuan.

Each dress looks the same, but the amount of cashmere, fabric and craftsmanship are different.

　　Wang Dong also said that not to mention the difference of a few hundred dollars, even if it is 10 dollars cheaper, you can find no less than 10 versions of the goods.

　　"The ones that can be seen on the market, the prices are as low as a hundred, as high as four or five thousand, are basically imitations." Wang Dong said, imitation things are also divided into grades, the general luxury line imitation products are divided into Guangshen, Jiangsu and Zhejiang. Two calls.

From his experience, Dongguan and other places use duck down to imitate Canada goose very well, can achieve 1997, 99 imaging, and even some hidden and knowledgeable people can see the details are in place.

Moments advertisement of fake down jacket factory.

Screenshot

　　"Even if our country's Bosideng, Xuezhongfei and other brands are in place, many down jackets can meet the daily climate and environmental needs, but after all, they are not as attractive to young people as the four words "Canada Goose"." Wang Dong said, the same price is one. Thousands of dollars, among a real Bosideng and a fake Canadian goose, many people still choose the latter.

The rich Bosideng, the poor wear "big goose"?

　　Wang Dong said that the current situation of "fake geese" everywhere has made the circle "the rich Bosideng, the poor wear big geese" ridicule.

Image source: Bosideng's official WeChat account.

　　In Wang Dong's view, aside from pure preferences, only in terms of the use and function of clothes, if you live in a place where the temperature is above zero all the year round, or occasionally minus four or five degrees below zero, then the utilization rate of buying Canadian goose is indeed It is not high, and its value is not reflected at all.

　　Ms. Wang, who has been working in the South for these years, has to buy a down jacket again after many years because of a business trip to the Northeast.

After comparing many brands, she chose a Bosideng down jacket with a price of more than two thousand yuan.

　　"Bosideng is much more beautiful and fashionable now than I remember! And it is really warm. I set off in a thin shirt, and when I got off the plane to the northeast, I didn't feel cold. But the price is indeed a lot more expensive." Ms. Wang commented.

　　Zhu Gaofeng, Bosideng's chief financial officer and vice president, did not deny the "stepping up" of prices.

　　"At present, the average price of Bosideng is about 1,500 yuan, and the average price of Bosideng will be 1800-2000 yuan in the next two to three years." Zhu Gaofeng emphasized at Bosideng’s 2020 mid-term performance communication meeting that Bosideng’s trend and strategy for mid-to-high-end transformation is not Changes, this year is only affected by the epidemic, considering the changes in consumer psychology, some mid-priced product lines have been added.

　　The industry generally believes that in recent years, foreign high-end down jacket brands such as Canada Goose and Moncler have entered the Chinese market, which has raised the psychological price of consumers buying down jackets to a certain extent.

Data map: Citizens travel in a down jacket.

Photo by Zhou Yi

Expensive domestic products VS fake big goose, who do you choose?

　　Like many traditional domestic brands, "rustic and unfashionable" is the impression many consumers have of home-made down jacket brands such as Bosideng.

　　But in fact, the brand premium is the decisive factor in the price of a product. Consumers’ mental price for a product is closely related to the brand’s social positioning.

　　Aware of this, and with the goal of learning, Bosideng, who has occupied the golden advertising position of CCTV in winter all the year round, is trying to get rid of the label of "Parents". Other domestic down jacket brands also intend to "counterattack", and their 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 on the shopping website Amazon, with an average rating of 4.2 stars and 8086 reviews. It is called "Amazon down jacket".

　　The Canadian Goose has always been professionally positioned as the cold clothing designated by the Antarctic Scientific Research Expedition Team. Bosideng helped the Chinese Mountaineering Team reach the summit of Mount Everest. The Canadian Goose was equipped with down jackets for the American drama "Game of Thrones" and other well-known crews. Bosideng successively signed with Yang Mi, Chen Weiting and other stars , And frequently walked into the live broadcast rooms of leading anchors such as Li Jiaqi and Sydney.

　　Recently, Ya Ya down jackets teamed up with Liya Tong, Zheng Kai, Ming Dao and other stars to bring goods, and realized a payment of 36.19 million yuan in a special live broadcast of Suning Apparel in October, setting the highest number of down jackets in the Douyin live broadcast. Sales records.

Bosideng, which has been advancing all the way, increased its online retail sales by 35% year-on-year on Tmall’s “Double 11” this year, taking the second place in the apparel brand sales list and the first place in the Chinese apparel brand.

　　“It will take a long time for the cultivation of domestic down jacket brands to allow consumers to bridge the huge cognitive gap from earthy to high-end.” Some analysts pointed out that “expensive down jackets are not just a warm jacket, but also a A luxury item with social attributes attached."

　　However, in Wang Dong's view, the quality of Canadian goose is also declining.

"When I bought the first Canadian goose, it was only 5,000 yuan. So far, I have worn four or five of them. In addition to the increasing price, the quality is getting worse. The stitching and down filling are not as good as before. Warmth retention is not as good as it is marked."

　　Domestic products in brand transformation VS foreign Internet celebrities who have been popular for many years, who would you like to warm you up?

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