It has begun to enter the winter. For friends in the north, everyone has begun to buy various cold clothes such as down jackets.
Compared with other clothing, the price of down jackets is generally more expensive, one or two hundred dollars cheap, thousands of dollars or even tens of thousands of dollars.
Recently, Bosideng rushed to a hot search for tens of thousands of dollars in a down jacket, but this down jacket selling tens of thousands of dollars was not launched in recent times.
In fact, this tens of thousands of yuan is launched in 2019 in 2019
At that time, Bosideng launched the “Lengn Peak Series”,
One of the down jackets called “Mount Everest” is priced at 11,800 yuan
Compared with the always -friendly down jackets, this price makes everyone feel a little too expensive.
So many netizens exclaimed, is this down jacket gold plating, why is it so expensive?
After all, for ordinary consumers, the core purpose of buying down jackets is to keep warm rather than showing off, nor is it used for walking, so most people will not buy too expensive down jackets.
But for Bosideng, the launch of high -end down jackets is actually a business strategy for enterprises.
In the past few decades, the competitive advantage of my country’s clothing industry is mainly reflected in the price. With its quality and low price, many clothing companies not only are based on domestic, but also the market.
However, with the continuous development of my country’s economy, the market is quietly undergoing some changes. This is the same for the down jacket industry. This change is mainly reflected in three aspects.
First, the rising labor cost.
With the continuous development of my country’s economy, the level of residents’ economic income is high, and labor costs have continued to increase. Under this background, traditional enterprises want to rely on cheap labor to maintain market advantages.
After all, the labor costs in Southeast Asia and some countries in South Asia are much lower than that in my country.
For example, at present, the wages of ordinary clothing workers in some developed areas in the eastern part of my country can reach more than 56,000 yuan a month, and some skilled workers can even reach tens of thousands of dollars a month.
At present, the one -month salary of clothing workers in some countries in Southeast Asia is just 1,000 yuan to 1,500 yuan
This cost is only equivalent to one -third of the country, even low.
It is precisely because of the cheap labor costs of the Middle East and South Asia, so many multinational clothing companies have migrated the production line to Southeast Asia in recent years, and even some domestic clothing companies have set up factories in some countries in Southeast Asia.
Faced with competition in some countries such as Southeast Asia and South Asia, my country’s clothing companies will obviously suffer if they still adhere to the low price of things.
In this context, many companies in my country are also actively transforming, and gradually develop towards the mid -end and high -end market, which can increase the added value of the product.
Second, consumption transformation and upgrading.
In the past few decades, the consumer market in my country is still mainly based on low price and low price. Most consumers will repeatedly compare prices when buying things, and most people will choose low products.
However, with the continuous improvement of my country’s residents’ income level and the changes in domestic consumer structure, the future domestic consumption transformation and upgrading will be an inevitable trend.
On the one hand, more and more rich people are
For these rich families, they do not only value the price of the items when they buy things, but they also value the quality of the product and the influence of the brand. the elements of.
On the other hand, my country’s consumer structure is changing
In the past, the consumer structure mainly focused on these people after the 60s and 70s, but now the domestic consumer market has gradually been mainly based on post -95s and even post -10 post -10 post -10s.
For these younger generations of consumers, their parents have better economic strength, and they are different from what they live in this era.
They will become more and more pursuit of the brand, and they have their own aesthetic characteristics in the process of consumption. They are unique and pursue new ideas.
Faced with the constant changes in the consumer market, if the clothing company cannot actively change and cannot actively embrace the market, it will eventually be eliminated by the market.
Therefore, enterprises must take the initiative to make changes, to dig deep into market segments, and to launch personalized products for different people, so as to gain a firm foothold in the market.
Third, competition of international giants.
my country has a population of 1.4 billion and is the second largest consumer market in the world, and in the next few years, my country will soon grow into the world’s largest consumer market.
For the down jacket market, the potential of the Chinese market is also very huge. In 2020, the Chinese down jacket market reached US $ 18 billion (about 11901 yuan).
Facing the huge consumer market, many international brands have attached great importance to the Chinese market. In recent years, more and more big brands have begun to lay out China, and these brands have become more and more high -end.
For example, Canada Coose entered the Chinese market in 2018, and before the Canadian goose, Moncler has already entered Beijing, Shanghai, Shenzhen, Chengdu and other big cities.
Facing the huge market in China and the competition of many international big names, how to break through the domestic down jacket brands has always been the focus of everyone’s attention.
At present, there are many down jacket brands in China, of which Bosideng is one of the most well -known brands. At this time, Bosideng’s launch of high -end down jackets can be understood.
This price is “light luxury” between 5,000 yuan and 10,000 yuan. In the future, under the background of the continuous expansion of the middle class in China, the light luxury market will have a lot of market space. “Light luxury” market.
Among them, Bosideng began to transform and upgrade as early as 2018. As early as 2018, Person began to raise prices. At that time %above.
After the transformation in recent years, Posndon is currently not a brand of affordable people.
At present, most of the Bosideng down jackets are selling between 1,000 yuan and 3,000 yuan. The price of individual styles can reach between 5,000 yuan and 7,000 yuan.
For example, in the financial report from 2020 to 2021, the proportion of sales revenue with a unit price of more than 1,800 yuan in online sales of Poison down jacket has reached 31.8%.
A down jacket thousands of dollars, in fact, this is not affordable for ordinary consumers, but there is no shortage of rich people in China at present, and thousands of dollars are not much for those rich families.
Of course, we also hope that during the process of transformation and upgrading of these clothing brands in China, the quality of the product must be kept up.
For example, Canada Coose is currently very high, but they have also exposed quality problems.
According to the content released by the Canadian goose flagship store, the down mixed materials used in its products are “all contain Hutterite down, which is an excellent and warm Canadian down”.
However, through the Shanghai Huangpu District Municipal Supervision Bureau, in the case of the same species, the quality of the down is related to the maturity of birds, which has nothing to do with the maturity of birds. Therefore, the parties emphasized that the “Hutterite” place of origin to show the factual basis of the warmth of down.
In the end, CANADAGOOSE (Canadian Goose) Related Company Greece (Shanghai) Trading Co., Ltd. was fined 450,000 yuan by the Shanghai Huangpu District Market Supervision and Administration Bureau for using advertisements for false publicity and misleading consumers.
In this regard, we also hope that some domestic brands can be considered to be abstainable. While the price increases, we must adhere to the quality and credit bottom line, so that tens of thousands of dollars of down jackets can be more confident.