Consumption Direction: Canada Goose Meets Black Swan And Polar Fashion Star. Why?

Canada goose meets black swan, polar fashion star, folding wings China

This winter, the canadian goose finally encountered its black swan event in China, which has been hot for a year.

On December 6th, Canadian geese shares plummeted 8.44%, and within the next week, a rare diving plunge fell by nearly 20%.

Since December, after the detention of the chief financial officer of HUAWEI by Canadian police, the word "Canada" has become the largest black swan.

The collapse of Domino's dominion is a danger to Canadian enterprises.

Media reports said that many enterprises began to worry that economic and trade cooperation with China would be affected.

Six months ago, the canadian goose announced a high-profile entry into China to form a large Chinese market.

Today, this undoubtedly gives a rush to the canadian goose who has been making a stride forward in the Chinese market.

After the news of the crash, micro-blog V said it thought the price was down, and that it was going to go all in to get excited.

Another canadian goose purchasing agency repmitted the news for the first time to remind consumers not to be misled by news and to keep the value of the brand.

While Canada goose is in trouble, the controversy over the "exploding goose" has never ended.

In November, members of the animal protection association held a slogan before the flagship store in Vancouver, accusing the Canadian geese of boycotting the coyote fur with a cruel way and boycotting the boycott, which has never been absent since its first direct store.

Another girl who has lived in Canada has just published a blog entitled "Toronto =Canada Goose down jacket, +TNA bag +UGG boots". I am fed up with it! She hates the Canadian costumes and the Canadian winter.

It is like a glassware being blown up in a fire, and all kinds of topics developed from Canada goose, which means that this is no longer just a down jacket brand, and everything related to it is becoming the new host of "fashion" and "pop culture".

It would never be "weather warming" to stop it from sweeping the globe, as Arthur Zaczkiewicz, the deputy editor in chief of the women's wear daily, once said, "fashion is better than the weather." Arthur, Za F Kay Vecchi.

But creating a "fashion culture" is by no means simple.

1. "Fashion stars from the polar regions".

Canada goose has become the fashion darling of the Chinese land, but it was only about two years ago, and perhaps thanks to Ma Yun.

In 2017 alone, Ma Yun wore the brand clothes for at least two important occasions. In January 2017, when Ma Yun met with us president Trump in the United States, he wore a dark green "Canada goose" down jacket. Then, at the Wuzhen World Internet Conference held in December, Ma Yun once again used the down jacket as her shopping coat.

In particular, the second time, in an interview with Ma Yun, some media questioned that it was a women's down jacket, and Ma Yun replied that she did not know it. She also read the Internet commentary to know that it was a woman's dress.

The content of this report immediately caused a huge discussion on the Internet. People are curious about the holy place of the down jacket that Ma Yun wears.

As we dig deeper, Dongyu Zhou, Lin update, Zheng Shuang, and a picture of a super model crossing the same down jacket are all arranged together.

The $more than 900 down jacket occupied the Chinese streets at the fastest speed. Some netizens quipped: "you can see at least 6 geese in a 247 person car on the subway leading to West Erqi."

In June 2018, Canada goose announced its expansion plan for Greater China, including the establishment of regional headquarters in Shanghai. Two flagship stores were opened in Beijing and Sanlitun in Hongkong this autumn, and IFC and Tmall cooperate in developing e-commerce business.

In September 12th this year, Canada goose boarded Tmall flagship store.

Less than a month later, the Hongkong store opened.

In November 7th, the Pop-up flash store in Sanlitun, Beijing, also started selling all kinds of popular products of Canadian geese.

The latest news is that flagship stores will also officially open in a few months.

Dani Reis Reiss, Canada's current CEO and chief executive, said: "as China's largest luxury market in the world, Canada Goose Dani has great room for development in the Chinese market."

The president of Canada goose is right.

According to the bain consultancy report, luxury goods sales in China reached 142 billion yuan in 2017, or about $22 billion 70 million, up 20% from 2016.

A number of luxury goods 2017 earnings report pointed out that China is the most robust growth area, and the growth rate has increased significantly over the past two years.

In fact, from the very beginning, Canadian geese were not a popular fashion brand.

For a long time, canadian goose was not a popular commodity, but a necessity. It was popular among explorers, scientists and other people working in extremely cold environment.

Scientists from Antarctica Mike Moldow and Laurie Skresl, the first Canadian who came to Mount Qomolangma, wore Canada goose. After that, Canada geese were called "the warmest down garments in the world".

In the 90s of last century, Canadian geese tried to promote their brands by providing costumes for film and television actors. For example, some of the groups that were filmed in cold areas were given free jackets for Canadian geese.

African American actress Gabrielle Union, who has starred in Star Trek, Jedi War 2, recalls: "since I started working in the film industry in 1996, most of the Canadian geese have been around me in the winter. I haven't been to a filming scene without a canadian goose jacket."

Around 2003, Canada geese became the "designated work clothes" of the big production group in the frigid areas.

Because the costumes were too thin, the canadian goose made an ankle length down jacket for the actress who played the magic girl in X police 2, which later became one of its best selling products.

The celebrity effect has been remarkably successful. In 2012, the brand's income was 40 times that of 11 years ago.

The endorsement of star idol has allowed Canadian geese to find a large number of loyal fans quickly, and from the minority to the public, leading the public to follow. This brand of 900 US dollars is gradually adjusting its positioning, pforming from a functional clothing with cold resistance to fashion products, which is more popular.

Based on the new positioning, Canada goose is no longer just sticking to the Toronto side.

At present, Canada goose has entered 36 countries and regions, mainly based on Internet sales.

In 2016, Canadian geese entered New York, and then the brand quickly took root in the eastern and midwestern regions. According to the Wall Street reports, every winter, the middle pole of Manhattan city is always full of leaflets resisting canadian goose, which reflects the popularity of the brand in the United States from the side.

Besides, Asian geese are also blowing up geese.

The growth rate of Japan and South Korea, which has always been on the front line of aesthetics, has led the growth. In the past few years, double eleven has tested the acceptance of Canada goose in China. In just over an hour, its Tmall flagship store has sold tens of millions of sales.

In order to meet the needs of consumers in more areas, the company began to improve its products, and introduced some relatively lightweight styles, which are more beautiful and professional.

It used to have only 20 styles, and now it has expanded to 200.

It was reported that a few months ago, the company hired a new chief financial officer from Jimmy Choo, a high-end footwear retailer.

On the other hand, Canada geese are also actively preparing for capital markets.

In 2013, the company CEO sold the majority stake to Bain Capital, which allowed him to expand the manufacturing facilities of the company in Winnipeg and Toronto.

Four years later, in March 2017, Canada goose landed at the NYSE and Toronto Stock Exchange (TSE) on the first day of the opening session, and rose 25.8% to $16.08, making it the second largest company in the US market since 2017, and only second of Snap's 44%.

Two. Canada goose from China

With the entry of Tmall in September, Canadian geese have been in China for less than half a year, but they are already in a predicament.

According to its latest financial report, the group lost 18 million 700 thousand dollars in the international expansion plan, or about 130 million yuan.

In the last quarter alone, Canada geese processed 30 thousand fake online advertisements and closed 1700 fake websites.

And its chief executive, Dani Reiss, has said that after a Chinese Canadian goose shop was closed, Chinese officials raided 6 fake production bases and seized more than 4000 counterfeit products.

The border bureau also found Canadian geese fakes in Germany and France, including 55000 badges, all of which came from Asia.

For the "global counterfeiting", Canada goose can only say with reluctantly: "through fake goods, people know this brand."

Judging from the proportion of wear on the streets of Beijing, the "goose" who wanders in China's streets does not all come from Canada.

According to the Canadian geese, their products are "one hundred percent Canadian made". That is to say, apart from gloves and other accessories, there are official franchisee suppliers in China. The products on the market are labeled "original products, tail goods and factory direct sale", which can be classified as "Shanzhai goods".

Even without careful comparison of labels and workmanship, the price can be directly discernable from the price: the canadian goose is priced at about US $900, equivalent to about 6000 yuan, and the lowest price is black five, which is 5000 yuan, so the domestic market price of more than 1000 yuan is a fake.

Every winter, Canadian geese will become the targets of Chinese consumers.

The situation in previous years was even more frenzied than that of today. According to the information released in February 2017 by data iceberg, micro-blog goose was searched on micro-blog to return to the original micro-blog.

Compared with the famous feather clothing brand "Moncler" and its Chinese plations, "Meng Kou", "monclair", "League can be gaze" and other search data are less than 2000, Bosideng mentioned about 800.

In the 70 thousand micro-blog, which contains Canada goose, the original micro-blog is about 31 thousand, including micro-blog, micro-blog, Taobao, etc., accounting for 73.6%.

If we classify the 23 thousand micro-blog locations, we will find that about 3000 micro-blog accounts are registered in Canada, 1500 in the United States, 400 in Hangzhou, 300 in Putian and 200 in Wenzhou.

In the Chinese market, the main producing areas of "Shanzhai" Canada geese are Fujian Putian and Jiaxing Pinghu. The former is a famous cottage factory in China, while the latter has the title of "the hometown of Chinese down garments".

A local down garment factory in Pinghu said to AI finance and economics that this year, Pinghu's factory "Canada goose" has a large number of orders, and their own factories also produce, "usually 2000 pieces are made, the cost of single piece is less than 300 yuan, plus the wool collar more than 400."

When asked about the texture of Mao collar, the factory owner smiled and said, "where are wolves? They are all raccoon wool."

Compared with Pinghu, the "Canadian geese" from Putian factories are more sophisticated.

For example, Putian produces wolves and wool collar down garments. Compared with raccoon wool, the cost of each garment is 100 yuan.

On this basis, it is divided into "special choice" and "general money", and the price difference is about 300 yuan.

The spread of fake commodities sparked the attention of Canadian geese.

A canadian goose spokeswoman has said that many counterfeit Canada Goose products are sold in various markets, especially in Asia, and consumers are urged to consult the Canada Goose official website as soon as possible to identify fake and genuine products in order to prevent counterfeit goods.

The guide identifies the identification method of genuine and fake commodities, for example, the labels of fake and inferior products are usually made rough and the color is different from the genuine ones.

The map of Canada goose logo and sometimes the word "Canada" and "Arctic" on the label sometimes make mistakes.

But for some young people, they don't seem to really want to buy expensive canadian goose at high prices. What they need is a cold proof and warm looking coat that doesn't look fashionable enough.

Chen Xizheng, 24, is the owner of one of Canada's geese, though she can't be 100% sure that her clothes are from Canada.

Chen Xi hates winter.

A month ago, she began to study all kinds of down coats, made a large circle of domestic products, and searched for a lot of information about Moncler. Finally, she decided to spend half a month buying a Canada Goose.

Compared to the price on Tmall, she bought nearly half of her money.

Fortunately, Chen West received the goods before the big temperature dropped.

"It's worth it. It's really warm."

On the afternoon of the arrival of Chen Xishou, she walked to the vegetable market outside the community for a lap. Besides the cold legs, she was moved: "the place where the wind is wrapped will not come in.

So is it really important? Warmth is real.

Another girl also started one, but she only spent 500 yuan, which is no doubt a imitation, but even the imitation she felt "very warm".

Even without Shanzhai, the production capacity of Canadian geese is very limited, and shortages often occur. This is not a good thing for the fashion brand.

A month ago, during the two quarter of the 2019 quarter of Canada geese, in the two quarter of the conference, investors questioned the inventory. The Canadian geese CEO Dani Reiss responded directly: "We are not afraid to be sold-out."

What's worse is that Canada goose hardly promotes any sales. It's all over the social network that Canada goose is out of stock and its style is never complete.

At present, Canada geese have 6 jackets production factories in Canada. As early as the beginning of the year, Canadian geese announced that the global market is further expanding their production capacity by establishing new production lines and increasing the number of employees.

The paradoxes of fashion lie in the fact that the scarcity of Canada goose promotes its popularity to a certain extent: shortage makes customers want this product even more.

Canadian geese who rarely cut prices are raising their prices every year by 10%~17%.

When autumn and winter come, people can't wait to queue up to buy a coat that is enough to protect the cold, because they know it is impossible.

Gradually, spending $1000 on a winter coat is no more than a $1000 purchase of a iPhone X.

Three, the plight of fashion

Fashion comes fast and travels fast.

The heat of Canadian geese has shown a weakening trend compared with last year.

In a post bar in Beijing, some people say, "really look like a fake, fake look like real, do not want to buy it."

"

Celebrities' goods also stayed in the past. The photos of the stars wearing Canada goose were last year's photo. Ma Yun also put the female canadian goose in the wardrobe after the two public opinion.

Before the canadian goose truly became a symbol, the decline in heat was almost predictable: in most parts of China, except for Northeast China, it did not reach 20 degrees below zero in winter. A canadian goose selling 900 dollars can be replaced easily by a more affordable down jacket. The removal of the famous man with goods, the design of the Canadian geese itself is not fashionable, and it can also be replaced by a more fashionable brand.

Nevertheless, the international expansion of Canadian geese has been rewarded.

By the end of December 10th, the Canadian geese closed at $55.95, nearly four times as much as it was on the market.

The problem of the canadian goose was already highlighted at the beginning of its listing.

In 2017, two days after the canadian goose was listed on the first trading day, the price of the goose was not up to 20% because of its first trading day.

Balun weekly website published analysis articles that the company's products are single, its sustainability is poor, and the future is full of risks.

The Baron weekly magazine quoted the New York retail consultant Back to the Future Ventures co-founder Faye Landes as commenting that the valuation of Canada geese is related to its scarcity. But he also pointed out that well made Canada Goose geese can be put on for ten years, how to let consumers buy high-frequency products and how the growth of the group can support the current share price.

For Canada Goose, Canada goose is 39 times earnings per share, and balun magazine thinks it is quite high.

The article also cites similar retail companies DEX outdoor company for comparison.

DEX outdoor is a company owned by snow boots brand UGG. Due to its serious dependence on season and brand, UGG sales accounted for 93% of the group's sales in 2017.

At the beginning of that year, the stock market of DEX, which had been on the market for three years, was almost cut off from 2014.

Balun weekly pointed out that fashion can hardly last for a long time. Canada Goose Canada goose may be in the same predicament as UGG.

Four. Chinese enterprises are catching up

The exploration of functional clothing has never stopped.

In September, it was reported that the Chinese consortium led by Anta sports was interested in acquiring Amer Sports Corporation, a sporting goods company in Finland.

Recently, Anta founder Ding Shizhong immediately released an open letter saying: "this morning, I signed an important document and I was very excited.

This is the most important decision I have made from starting a business to today.

If the final paction process is completed, the consortium will acquire all shares of the AMF group. "

Amamfin is the parent company of the famous sports brand.

Over the past few decades, the Finland company has continued to expand in the sports industry.

According to public information, alamin sports owns tennis rackets Wilson, hiking shoes Salomon, baseball equipment Louisville Slugger, outdoor equipment, ebb and skiing equipment Atomic and so on.

According to Bloomberg reports, the overall valuation of the deal is up to 4 billion 660 million euros, or about 37 billion 100 million yuan.

If the paction is completed, this will be the largest foreign mergers and acquisitions in China's apparel industry.

Anta is up against the draught of sporting goods in China. It has experienced the 2011 crisis. In 2014, Anta finally returned to growth.

In 2015, Ding Zhizhong decided to pform again and formally established the group's "multi brand" strategy.

At present, Anta's brands include Anta, Anta children, FILA, FILA KIDS, Spandi, Desanto, NBA, AntapluS, Kolon and Amer Sports.

From high-end leisure to urban strides and outdoor areas, multi brand matrix layout has been completed.

In the global sporting goods market, Anta has become the third largest after Nike and Adidas.

Anta sports market capitalization is close to 100 billion yuan, while Lining is less than twenty billion, XTEP has not yet exceeded 10 billion mark.

The takeover of the parent company is also due to Anta's consideration of multi brand and multi product line.

Lining, another big brother, started exploring fashion and fashion in 2018 after failing to pform.

At the beginning of this year, Lining appeared in the 2018 autumn and winter fashion week in New York. The first salute of the international fashion stage was launched with the Chinese style "understanding".

Followed by June 2018, the Chinese sportswear with "Chinese Lining" was printed on the men's wear week in Paris in the spring and summer of 2019.

In the fashion week, Lining's share price rose by HK $6 billion in one month.

And Lining's own brand positioning is not really converted to "tide card" runway.

Prior to accepting AI financial services interview, Lining relevant responsible person said: "Lining still focuses on professional sports products, we are not tide card."

But the official immediately said, "it is also good to integrate professionalism with the trend in line with the needs of the audience."

Boateng, a leading brand of domestic down garments, has begun to develop more clothing categories. For example, in 2009, Lee Hom made a special endorsement of Bosteng men's clothing, and most of the commercials were fashionable in spring and autumn.

If you search the spokesperson of Bosideng down jacket on the Internet, most of the pictures jumped out are "Su Ren".

From a certain point of view, Bosideng may be more willing to position his down jacket as close to the people.

Earlier, in an interview with AI financial services, Bosideng said that in recent years, the down jacket style has been upgraded, hoping to win the hearts of young consumers by improving the bloated design style and monotonous hue.

They also brought the Korean design team, hoping to change the old image of the down jacket design.

At present, Bosideng's brand includes Bosideng, Xue Zhong Fei and Bing Jie, etc. the price of Bosideng brand is in the range of 1000-3000 yuan, while the current price of snow flying and ice cream is less than 1000 yuan.

Canada Goose has been aware of this.

Its products have been expanded from heavy winter clothing to lighter spring and autumn clothing, positioning as "the three season fashion brand", and the extended product line can be sold to countries with warmer winter than Canada.

At the same time, Canada Goose also extends to knitwear and accessories to provide consumers with a wider range of clothing choices, especially female consumers.

But widening the positioning is also controversial.

CNN wealth channel reported that Canada Goose operates a highly crowded and fragmented market, and Moncler, the main competitor, has already had a relatively solid business foundation in the core market of luxury goods sales. Canada Goose can not be vigilant.