Down Jacket In Recent Years Ushered In A New Outbreak Of Brand Life How?

Guangdong, which has been drizzling for many days, has ushered in a rare cold air. However, you rarely see the southern people wearing down coats.

In Europe and America, the popularity of down wear is between 30%-70%, while China has only about 10%.

Of course, in the field of down garments, southerners do not have much say.

In the treatment of down jacket, it is always inseparable from the stereotypes, monotonous and other inherent impression, usually only in cold weather will choose warm down clothing for warmth.

According to the relevant data, the market of Chinese down garment market in 2017 will reach 96 billion 300 million yuan, and by 2022, it will reach 162 billion 100 million yuan, with an average growth rate of over 10%.

The down jacket that used to be regarded as the "fashionable forbidden area" has been greatly resurgence, and has become a new round of explosive money in recent years.

In the past, the down garment, which was restricted by seasonal and weather factors, has become a special existence since it was added to the luxury and high-end attributes.

With the upgrading of consumption, consumers even began to pursue high-end clothing such as Moncler and Canada geese.

Then the Bohai tidal wave is also catching up with it. Recently, there are more obscure domestic down garments in the United States.

Let's take a look at how well the world's down brands sell well.

Moncler: market value approaching billion billion yuan

It is not hard to find that since the down jacket has been "extravagant" and "fashionable", it has no longer been affected by the weather. Like Moncler, it has opened the store to tropical countries Mexico and Singapore.

Nowadays, people buy a down jacket, besides practical needs, there is another layer of psychological demand.

From a small skiing clothing brand that is on the brink of bankruptcy to a Italy luxury brand that sells 1 billion euros a year, Moncler is considered the leading high-end luxury brand in the outdoor down garment industry.

TA's down jacket has no drawbacks, it is expensive!

The core products are basically RMB 10000 yuan.

Many stars at home and abroad are Moncler, Zhang Ziyi recently wore a Moncler down jacket on a variety show.

On the basis of strengthening feather and down products, Moncler also develops knitted, shoes, accessories and other categories, and the price of wool knitted caps is over 2000 yuan.

In addition to weakening the seasonality of Moncler products, brands are also enhancing their fashion attributes.

In order to cater for the young consumers' sense of novelty, Moncler closed its high-end men's and women's clothing line in November last year. In February this year, it launched a brand new project called "Moncler Genius" in Milan fashion week. It launched 8 new cooperation series, which is new monthly, which can be described as the most timely down garment, which caused a great market reaction in the fashion industry.

In 2009, Moncler entered the Chinese market, and the first flagship store settled in Shanghai Hang Lung Plaza.

At present, it has been stationed in Beijing Sanlitun, Beijing SKP, Shanghai Ruo, Shanghai trade iapm, Chengdu IFS and other mainland shopping centers.

By the end of 2018, Moncler had 193 direct outlets and 55 wholesalers' stores.

In the future, it plans to increase 20 to 25 airports in China.

In the 2018 fiscal year ended December 31, 2018, Moncler sales grew 22% to 1 billion 420 million euros, and net income increased 33% to 332 million euros.

Among them, sales in Asia and other regions are the best, about 620 million euros, accounting for 43.4% of the total brand revenue.

Canada Goose:2020 opened 20 stores around the world

The competition between luxury and down ground battlefields is becoming more and more intense. TA are all eyeing the global market.

Canada's luxury down jacket brand Canada Goose has developed from a small workshop 60 years ago to a world class clothing manufacturer valued at 2 billion dollars, becoming a popular fried chicken in the down jacket industry.

As a competitor to Moncler, the Canada Goose down price is more popular than the young consumers. It can buy a down jacket at 5000 yuan, and the classic classic Parker coat is more than 7800 yuan.

But TA never discount, and the price rises about 10%~17% a year.

Canada Goose has been working closely with the film and entertainment industry, and has been carrying out brand implanting in many TV dramas. The exposure rate is very high.

At the same time, with the help of many star influences, such as Beckham, Emma Stone, Hu Ge, Dongyu Zhou, Lee Min Ho, Li Zhongshuo and so on, it can be seen everywhere in the streets of New York, Toronto, Paris, Tokyo and other international fashion cities.

The Chinese market has always been the engine of sales growth of luxury brands. In 2018, Canada Goose opened its flagship store in Hongkong IFC and Sanlitun, Beijing, and officially entered the Chinese market.

The brand plans to open 20 stores around the world by 2020.

Boston: at present, the market value is about HK $15 billion 300 million.

Bosideng, a domestic brand, also began to "expand" from last year. Last September in New York fashion week, it invited Annne Hathaway to wait for a large number of famous stars from Hollywood.

Bosideng was founded in 1976, and its brand has been constantly seeking pformation and evolution.

2018 is the first year of reform for Bosideng. The brand has undergone three changes: focus on down jacket, high-end, and store image upgrading.

Bosideng's brand positioning focuses on "the world's hot down eider experts". It not only introduces many high-end series: extreme cold series, designer series and Gore-tex high-end outdoor series, suitable for different wear scenes, and the average price of the down jacket is 20%-30%, of which the most expensive style is 3999 yuan, while the best selling of Tmall platform is 299 yuan light feather, and the price is lower than that of the international counterparts.

In addition, the brand also works together with Disney, man Wei, invincible Destruction King IP and so on.

Bosideng also opened many new stores in Shanghai's Nanjing East Road, Chengdu Chunxi Road, Beijing Xidan shop and Hangzhou Tower.

Among them, the Shanghai store is the world's largest flagship store, with an area of over 2000 square meters of double space, made by the top French designer team.

As of February 25, 2019, the total retail sales of Bosideng group in 2018/19 fiscal year exceeded 10 billion yuan, and its market value is about 15 billion 300 million Hong Kong dollars.

Last year, double 11, Bosideng became the first Tmall brand to sell the brand, and the total sales of all brands on the whole day were 740 million yuan.

According to Tmall data, Bosideng, UNIQLO and Yalu are the best selling brands on Tmall, and the price band of 1200 to 1500 yuan is still the blue ocean of the down garments category.

Original bird: Anta's high-end outdoor brand

Canada's high-end outdoor equipment brand Arc 'Teryx (original bird) was founded in 1989, has always been high-end, professional, extreme products, with the outdoor brand "Hermes".

Functionality is the core of the brand. Since its establishment, many products of the ancestors have adopted the most innovative technology in the outdoor field. The Alpha SV series has gone through five iterations, attracting many professional outdoor enthusiasts.

The product line of the original bird is mainly divided into outdoor and urban series. The brand's clothing is ten thousand yuan, and the price of the down coat is 3000 yuan, the most expensive one is 26000 yuan.

In terms of brand marketing, the difference from other brands is that they choose to cooperate with the top athletes in the world and become more professional.

Since its opening in the US in 2006, Montreal has been very cautious in its opening up shop, and now has stores in many countries around the world.

At present, there are more than 10 direct outlets in Shanghai, Beijing, Hangzhou, Shenzhen, Nanjing and other places. The shopping centers that have been stationed include Shanghai Hang Lung Plaza, Shanghai Xingye Tai Gu Hui, Beijing SKP, Shenzhen bay the Mixc, etc. among them, the the Mixc Plaza Plaza is the third brand experience shop of the world.

The Amer Sports group, the parent company of the original bird, has recorded a 9 consecutive year of growth, with 2018 year-on-year growth of 7% to 2 billion 678 million euros, of which clothing category grew the most and sales rose 41% to 206 million euros, mainly due to the Nordic fashion brand Peak Performance acquired by the group of birds and group in June last year.

It also has more than 10 brands including the French outdoor mountain brand Salomon, the American tennis equipment brand Wilson, the Finland sports watch brand Suunto and so on.

At the end of last year, Anta group began negotiating acquisitions with its parent company Amer Sports group. It plans to purchase all the shares of Amer Sports at a rate of 40 euros per share, or about 37 billion 100 million yuan, which is expected to be completed in the 2 quarter of this year.

With the help of Amer Sports, Anta is expected to become the third largest sporting goods group in the world after Nike and Adidas.

In the future, it may be able to exploit the Chinese market with Anta and layout more stores.

Orolay: the domestic brand that is booming in the US.

Recently, in the United States, there is a rapidly rising domestic feather brand called Orolay, which has been the sales champion of the category of Amazon Women's down garments for two consecutive years. It has been popular in the Upper East District of New York and even the whole US region. It can get the approval of consumers in the upper east area of New York, the core luxury sales market. It has a certain competitiveness, and even the domestic down jacket has the first day.

This "unknown" brand has launched a light green down jacket at a price of only 139.99 yuan (939 yuan), becoming the best-selling product of Amazon in the winter. It has been labeled "Amazon" s Choice, and has received 6669 reviews. Over 80 of its evaluation is four stars and five stars, and it has been crowned "The Amazon Coat" by American consumers.

According to public information, Orolay was founded in Jiaxing, Zhejiang in 2006, and began selling at Amazon flat in 2010, mainly for North American and Western European markets. In January 2018, Orolay sales reached $5 million (about 33 million 500 thousand yuan), and Amazon was the most important sales channel for Orolay, accounting for 70% of total revenue.

Sales in 2019 are expected to reach US $30 million to US $40 million (about 200 million to 260 million yuan).

- conclusion -

Domestic and international down jacket brands can not wait to compete in China. The popularity of light feather clothing is not only related to the upgrading of consumption, but also by the hype of celebrities and social media.

In addition to overcoming the seasonal pain, we should constantly increase product categories to meet the diverse needs of consumers and markets.

In fact, many sports brands and even fast fashion brands have always had down series products, such as the north face, Columbia, Nike, Adidas, UNIQLO, etc. these brands have many stores in China.

There are also American outdoor brands WOOLRICH, Patagonia, Italy down brand TATRAS, Canada national treasure brand Moose Knuckles and so on, which Chinese consumers are not familiar with.

According to the data released by market research firm HTF MI, the market size of the down jacket Market increased from 51 billion 60 million US dollars in 2013 to US $84 billion 740 million in 2016, reaching an annual average growth rate of 18.4%, and it is expected to reach US $208 billion 500 million by 2021.

In such a huge future market, there must be more down jacket brands that want to get a slice of China.

Author: Cai Yanyan