Market Observation: What Are The Trends Of Down Jacket Consumption

With the cold air coming, cold proof equipment has become a popular product. Many people have begun to buy down jacket early. What is the trend of down jacket consumption this year?

Beijing: Sales and prices of down jacket rise, and medium and high-end products become the mainstream of consumption

The reporter came to a high-end down jacket store in Beijing International Trade mall. At present, the classic and co branded down jackets in the store are basically out of stock.

Salesman: it can only be transferred to the whole country. It's sold too fast in Beijing and it's out of stock.

Later, the reporter came to a down jacket flagship store in Xidan, Beijing. The price of down jacket in the upper and lower storeys was more than 1000 yuan, and the average price of windbreaker down was 4000-6000 yuan. The price of the high-end "Dengfeng 2.0" series down jacket just launched at the end of November is 14900 yuan, which is nearly 30% higher than that of last year's version 1.0. The store manager said that consumers' acceptance of medium and high-end products this year is much higher than in previous years.

Store manager of a down jacket brand store: if the high-end outdoor, the sales can account for 25% to 26% of the overall sales of the store.
In addition to high-end brands, mid end brands of down jackets also ushered in a small sales peak before this week's cold wave.

Huang Wei, deputy manager of a down jacket brand: the cold wave is coming soon. The staff in our store are obviously improved compared with before. The average sales volume in December is about 60000 and 70000 a day. In Xidan shopping mall, it is basically more than two million a month.
According to the statistics of China National Business Information Center, in 2020, the sales volume of down jacket of national key large-scale retail enterprises increased by 15.1% year-on-year, and the average unit price of down jacket also increased from 432 yuan in 2015 to 656 yuan in 2020. Industry insiders said that with the improvement of the epidemic situation and the innovation of down jacket standards, technology and technology, consumers' demands for products no longer stay at the price.

Yao Xiaoman, chairman of China down industry association: some large domestic enterprises have formed relatively stable customer groups in the medium and high-end market, and the down garment industry is gradually stepping out of the low-end price competition stage.
The cost keeps rising, and the profit of processing enterprises is under pressure

　　 Although the down jacket Market performance continues to be better, and the price of affordable brands is also rising, does down jacket enter the era of more expensive, better selling? Behind this, in addition to the rising pressure of raw materials, what other factors support?  

The reporter learned that among the costs of down jacket, down accounts for more than 30% of the cost of down jacket, and the data shows that the price of national standard 90 white duck down rose from 270000 yuan / ton to 390000 yuan / ton, an increase of 45%. In addition, labor, oil prices, production and power constraints directly squeeze the profit space of the brand.  
Huang Wei, deputy manager of a down jacket brand: the comprehensive production cost of a garment has increased by nearly 50%, which is the highest in the past ten years.

The rise of cost forces enterprises to increase the strength of product innovation and research and develop new market blue ocean. Wei Wei, the designer of this full range of women's clothing brand, her design of down jacket once became a popular autumn and winter category. She told reporters that in the past, down jacket was the first to keep warm, but now it is trying more divergent design. The design requirements of down jacket are higher than that of ordinary ready-made clothes. From the plate making design to the control of down filling quantity, the designers are faced with a lot of challenges.

In addition, people's pursuit for the functionality of down jacket is also improving, such as windproof, rainproof, positioning and navigation, and some enterprises have begun to apply higher quality and technology content fabrics to down jackets.

Designers say that with the increasing acceptance of national fashion culture, products have more brand premium space in terms of design, technology, function and technology than before.