This winter, down jackets are frequently searched for, "lightweight", "urbanization" and "fashionable" have become new trends
Down jackets have become a daily routine for many people in the winter, and everyone’s demand for them is the same as other clothes that are often worn in the closet. They hope that they can be worn well and match well, showing "portability", "urbanization", "trendization", "high-end" and "functionality". "Five Trends".
In addition to keeping warm, there are "new needs"
The topic of down jackets has been hotly searched one after another
In the past month, topics such as "Don't just look at the down content when choosing a down jacket", "How to properly clean and store a down jacket", "Are down jackets thicker and warmer" and other topics have become hot searches one after another.
The single-day WeChat index of down jackets reached 440 million, surpassing the level of the same period last year.
When "one down jacket per person" gradually became popular, consumers put forward higher requirements for down jackets in addition to keeping warm. Down jackets also cater to people's constantly updated wearing needs, and iterative upgrades in terms of appearance, function, and wearing experience.
Filling is the heart of a down jacket.
According to the In-Depth Research Report on the Down Apparel Industry issued by Huachuang Securities, duck down and goose down account for about 45% of the total cost of down apparel.
Studies have shown that with the same down content, the average bulkiness of goose down is 1.6% higher than that of duck down.
From the market price point of view, the price of goose down with the same specification is about 1.8 times that of duck down.
Moreover, in the past few years, the prices of duck down and goose down have shown an overall upward trend.
The GB/T14272 "Down Clothing" national standard, which will be implemented in April 2022, has made many modifications on the basis of the previous version.
One of the most influential ones is to change the filling standard of down jackets from "down content" to "down content". Under the same ratio, feathers and down with high "down content" are of better quality, and the purchase cost will increase accordingly.
Down jacket brands are divided into three categories
Outdoor brands pay more attention to warmth
Down jacket was born in the United States in 1936 and entered the Chinese market in the 1970s.
In China, the predecessors of down jacket brands such as Bosideng and Yaya have been established one after another, mainly for OEM business.
In the following 20 years, the technology of domestic brands continued to mature, and the brand took shape.
With the entry of foreign fast fashion brands, new designs and new technologies continue to emerge, down jackets have gradually evolved from professional clothing to popular clothing, and their fashion attributes have gradually increased.
After 2010, with the entry of professional outdoor brands and the maturity of the consumer market, down jackets are developing towards diversification.
Today, the three major categories of brands in the down jacket market include down jacket brands, professional outdoor brands, and four-season brands.
The price distribution of the three is misplaced, forming a situation where professional outdoor brands occupy the high-end market, while down jacket brands and four-season brands occupy the par and mid-end markets.
Among them, some domestic brands are constantly exploring the mid-to-high-end market "upward".
The average cashmere content of the three brands is above 85%, but there are differences in the selection of cashmere varieties.
Down jackets of professional outdoor brands mostly use goose down with stronger warmth retention and better cold resistance, while down jackets and four seasons brands generally use duck down.
In terms of design, Sijihua brands mostly integrate fashion elements, professional outdoor brands emphasize functional protective design, and down jacket brands focus more on tailoring and craftsmanship that take into account both daily wear and professional performance.
Consumers are willing to pay for "expensive prices"
Still dissatisfied with the price/performance ratio
Against the background of the overall decline in the clothing market, the scale of my country's down jacket market continues to grow steadily.
However, at present, the penetration rate of down jackets in my country is relatively low, and the market penetration rate is only 9%, which is still far behind Japan, Germany, Europe and the United States, and the per capita consumption level of down jackets is also lower than that of developed countries.
With the growth of residents' income, the optimization and upgrading of down jacket products and the increase of consumers' demand for down jackets, there is still a lot of room for growth in China's down jacket market.
The "2022 Down Apparel Industry Consumption Trend Report" released by DT Research Institute shows that down apparel consumption has obvious seasonal attributes.
Nearly 60% of consumers "feel the need to buy again."
At the same time, 53% of consumers will prepare for the change of seasons.
Physical stores are still the main way for people to buy down jackets.
More than 60% of the respondents will buy directly in physical stores, and 45% of the respondents will first choose styles in physical stores and then buy online.
30% of respondents prefer to buy down jackets directly online.
In terms of consumption willingness, half of the respondents are willing to spend more than 800 yuan for a down jacket, and a quarter of them are willing to spend more than 1,000 yuan for a down jacket.
Among the brands that are more discussed on social platforms, most of them also belong to the mid-to-high-end price range.
But it is worth noting that although consumers are willing to spend money on down jackets, more than half of them have encountered the problem of low cost performance when purchasing.
When answering the impression of the changes in down jackets in the past two years, "more functions" and "better quality" have the lowest degree of recognition.
"Style design" is the most important element when purchasing down jackets. A considerable proportion of people agree that the styles of down jackets have increased in the past two years, and the sense of design has become stronger.
But when I actually go to buy, there are still not enough suitable models.
Portable and versatile, focus on design
Domestic down jacket presents a new trend
Down jackets have become a daily routine for many people in the winter, and everyone's demand for them is the same as other clothes that are often worn in the closet. They hope that they can be worn well.
On the other hand, with the upgrading of consumption and the rise of a new generation of consumers, more and more people will make new choices based on factors such as quality, culture, value, and design.
Therefore, the domestic down jacket market presents five major trends while diversifying:
The first trend is "portability".
Down jackets have become essential equipment for winter travel, and getting rid of bulkiness and weight has become a rigid demand. Down jackets that are not burdensome and can move freely are favored by consumers.
In 2009, Uniqlo took the lead in launching light down clothing.
Later, more and more down jacket brands also launched light down products.
About half of the best-selling down jackets of Bosideng, Yaya and Yalu emphasize the lightweight feature.
The second trend is "urbanization".
Now when it comes to winter outfits, down jackets must be indispensable.
When discussing down jackets in the grass planting community, "all-match" is more popular than "comfortable".
Commuting is one of the most important scenes for urbanites to wear in their lives. Down jackets with styles suitable for going to work are popular among consumers.
From the perspective of discussion, down jackets can also have more styles, such as sweet, fragrant, Japanese, street, and college style.
The third trend is "fashionable".
Judging from the design elements of popular down jacket products, trendy elements such as silhouette, color contrast, bomber jacket, quilting, stitching, and trendy colors such as Klein blue and periwinkle blue have all been recognized by consumers.
Down jacket brands also introduce more trendy new down jackets by incorporating elements such as joint names.
The joint down jackets of Duck and Pokémon IP, and the joint down jackets of Peacebird and Ouyang Nana are all hot-selling products of the brand.
TheNorthFace1996Nuptse classic down jacket has also become a hot-selling item of the brand with its classic version.
The fourth trend is "high-end".
Judging from the hot-selling hot products on the brand line, there are many hot products with a price of more than 1,000 yuan.
The price of high-end down jackets is accepted by consumers, and the Four Seasons brand and down jacket brands are also expanding to high-end. However, judging from the online hot-selling products of popular down jacket brands, the most popular products of down jacket brands such as Bosideng and Yaya are still popular. Down jackets, Uniqlo, Peacebird and other four-season brands' hottest-selling products cover the popular and mid-end positions.
The fifth trend is "functionalization".
As the outdoors become an important way of life, the separation between the outdoors and the daily scene is broken, and more and more outdoor elements and functions appear in daily wear.
Professional outdoor brands emphasize the high-strength performance of down jackets.
Among the best-selling down jackets of the Sijihua brand, there are also many products that emphasize the characteristics of outdoor functions, mainly emphasizing the waterproof function.
After all, the down jackets that most people wear when they go out every day are enough to deal with light rain, snow and cold wind.
(Beijing Youth Daily/Reporter Chen Si)