Why Are Beijing Streets Full Of "Canadian Geese"?

In today's winter streets in Beijing, the so-called "consumption escalation" is visible to us, $more than 900 per piece.

(Canada Goose) has almost become a standard of manpower. I do not know whether it is a luxury industry in other countries or a Shanzhai manufacturing industry in China.

There is no doubt that the Canadian geese are still very angry this winter.

No matter how ridicule it is, more and more people regard it as a necessity in the severe winter.

According to the world clothing and shoe net, in 2017 March, Canada geese were listed in Canada and the United States respectively. Thanks to strong performance, the share price has risen from the original 12.78 US dollars to the current 35.33 US dollars.

On Tuesday, the rumor that the purchase should be bought was a 6.27% jump in the US stock market, with a record high of 35.41.

It has to be said that it is very enviable.

But you may not know, though.

It was born in 1867, but the real life of a Canadian geese is only ten years old. After all, the sales revenue of the company was only 3 million dollars in 2001.

Less than the current 1/100.

What happened during this period?

Let's start with 60 years ahead of time.

At that time, Canadian geese were not called Canadian geese. They were called Metro Sportswear. They were very outdoors and very athletic at the first time. Yes, the first Canadian geese were the feather clothing that was specially provided for professionals who needed to work in the Arctic circle. Then Metro Sportswear extended to the Antarctic expedition. You see, the Badge Icon on the left arm of geese is just from here.

The canadian goose in the period of "Metro Sportswear" belongs to the old tailor Sam Tick.

In 1990s, David Reiss, the old tailor's son-in-law, bought Metro Sportswear from her father-in-law. Later, Metro Sportswear was renamed Canada Goose.

Let Canada Goose become one of the most important star brands of today's billions, the son of David Reiss, Daniel Reiss.

He has made several very important decisions for the company since he served as the company's CEO for 2001 times: only using Canada Goose brand; developing

Line; stick to "made in Canada".

In particular, the latter point has been emphasized in many subsequent brand stories and has become a cultural label of the brand.

- Canada Goose, a professional costumes, originally had only a large men's wear line.

It is a Nordic tour of Daniel Reiss, which has discovered the market potential of its own clothing in office workers, especially the female office workers, and has launched a more fashionable female style.

More and more brands realize that "women get the world". If Canada Goose has been entrenched in the male market, it is hard to believe that it is hard to see today's popularity. I do not believe you look at north face and Columbia.

In addition, Canada Goose is considered to be the most important part of the Canadian national costume, which is the insistence of the brand on Made in Canada.

When many companies try to outsource the production and processing links to East Asia, Canada Goose still puts materials, design, cutting and processing in the country. The labor cost in Canada can be imagined, so it is also forcing Canada Goose to become a luxury item. Of course, you must say that the work will be far better than Made in China.

It is said that the output of Canada Goose occupies 6% of the national garment industry in Canada.

It seems to be a good idea to emphasize local manufacturing.

American Apparel, once the most popular local clothing brand in the United States, once insisted that every piece of clothing was produced in the United States. The Made in America printed on the collar has long been a good choice for many brands.

But now American Apparel has declared bankruptcy. Obviously, the brand can not be long enough to rely on local stories alone.

The reason for buying a "goose" is sound enough to be practical. "Warm enough", and the goose owner is happy to tell the surrounding people that the "goose" will not be cold in winter, and the subtext is worth iPhone X.

Canada Goose's warm performance is recognized by consumers, and even become another label of the brand. Material is a big selling point, such as white goose down and coyote fur you heard, but this is not all.

The success of "warming" is another key factor for Canadian geese to "win".

This company invented a parameter called thermal experience index, the thermal sensitivity index, a total of 5, each represents a different cold resistance, the higher it means the more cold resistant.

This is not only to help consumers choose their own style according to their needs, but to further strengthen their professionalism in cold and warm keeping.

Even a bit of a bad habit of running wool is not worth mentioning in front of it.

Another notable thing is that despite the fact that their own down coats are selling very well, canadian goose can be regarded as cautious in the expansion of stores.

It is known that the company plans to open at least 20 independent stores around the world by 2020, and systematically and strategically open suitable stores in suitable locations.

The abacus of Daniel Reiss is accelerating the growth of e-commerce under the condition of opening some flagship stores.

Increasing the proportion of direct selling channels can help Canada Goose enhance its profit margin: "draw the gap of nearly 15 percentage points".

Of course, like all other brands, "the Chinese market" has become the next official market for canadian goose, but there is still no specific timetable.

But if the brand does not speed up, until the powerful Shanzhai strength dilute the value of the brand in the hearts of consumers and become a real "overflow" street, then it will be late.

More interesting reports, please pay attention to the world clothing shoes and hats net.