Can You Realize "Keep Warm And Free" In The Tens Of Thousands Of Winter?

01 the price of down garments is comparable to that of "luxury goods".

Suning released the latest data show that in the past two weeks, the sales of down garments have increased by more than 1.5 times, and prices have also risen to varying degrees. Last year, the average price of our down garments was 555.6 yuan / piece, up 7.51% over the same period in 2017. And prices are rising all the way this year.

Recently, the Chinese New Jingwei journalist visited Beijing Bosideng flagship store and old Buddha's department store to see that many consumers buy down garments in Bosideng and Canada's famous down jacket brand Canada goose store. Bosideng salesperson told Zhong Xin Jingwei reporters that the overall price of down jacket has increased by 300 yuan -400 yuan this year due to the rising price of duck down and goose down. The price of down coats in shops is mostly between 2000 yuan and 5000 yuan.

The reporter noted that there were no preferential activities in the down jacket of the canadian goose shop, and the "double eleven" promotional activities were launched in the store under Bosideng line. The "full 399 yuan sent 50 yuan voucher", but Dengfeng and other series did not take part in the activities.

　 02 domestic down jacket has quietly become "luxury".

Bosideng's average selling price of the down jacket last year was between 700-800 yuan, and the highest price was 2000-3000, up 50% last year.

This year, Bosideng has released a new ten thousand yuan Dengfeng series down garment. It has launched seven high positioned products, 5800 yuan -9800 yuan, and the highest Mount Qomolangma 11800 yuan.

According to the introduction, these advanced technology and science and technology such as top grade velvet, RECCO life detector and so on, which are selected from the north latitude 43 degree gold down belt, are made by 489 processes.

For consumers, today's market is the overall price increase of the down garment products. The average selling price of Boston's down jacket last year is between 700-800 yuan. The average price has reached 1100-1200 yuan this year, and the products of Boston 1500 yuan or more are very common.

It is thought that with the upsurge of a wave of down jacket prices, the down production plant will make a profit this year, but this is not the case. Compared with the beginning of the year, the price of duck down has decreased by 20%-25%, and the price of goose down has decreased by 5%-10%.

Since the cost has not been greatly increased, why should we raise the price? Is it because the high price is really good?

In view of the sharp rise in the price of down garments, insiders say that the reason for the price increase is that the entry of foreign down brands has lifted the psychological price of consumers to a certain extent.

The analysis of the industry is simply that there is a high price of foreign down garments as a contrast, and the price increase of domestic down garments will not be so exaggerated.

For example, in previous years, the psychological price of the middle and high end down garments sold by the consumers is about one thousand or two thousand.

And when the big down clothing abroad has entered the domestic market, the price of the down garment has refreshed the consumer's cognition.

For example, Canada's goose down clothing, not only has flagship store on Tmall, but also opened a physical store in Beijing. The price of their down garments is mostly between 8000-10000.

When consumers see tens of thousands of down garments, look back at those 1000 down coats before they are "expensive."

　 03 netizens: can not afford to wear!

When the price of pork rose, the price of eggs increased. When micro-blog was opened, it was also seen that the price of down garments increased. Because foreign brands enter the Chinese market.

The price of the down garment has gone up.

For the large increase in the price of the down jacket, some netizens said "no longer can't afford to wear a coat". Some netizens quipped that "it is still cheaper to take a cold medicine", and some netizens questioned: will the higher price be warmer?

No matter how, the product is the core, how to make consumers willing to pay for you in the complex consumption environment is the most important.