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Despite Finding Yang Mi, Li Yuchun And High Teye, Boston'S High Price Down Jacket Is Still Not Selling.

2019/11/29 10:48:00 0

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Bosideng High Price Down Jacket Yang Mi Li Yuchun High Teye

I have to say that with the frequency of Boston hot search, we can definitely afford clothes. The title of "net red".

Recently, Bosideng, in collaboration with the famous French designer Gao Teye, held a joint exhibition of Boston x high Teye. Apart from the presence of Yang Mi, the brand spokesperson, Li Yuchun also appeared in the show. At the end of October, Bosideng announced the price of tens of thousands of Dengfeng series down garments. In less than a month, "big move" came out again.

But what is the market reaction of Boston high price down jacket? Reporters browse Tmall Bosideng official flagship store found that the deadline for issuing the brand Dengfeng series down clothing is priced at 11800 yuan, 9 yuan for payment, 10800 yuan for 3 people, 9800 yuan for 4 people, and 10000 yuan for down clothing sales are all figures. In this series, a price tag of 7800 yuan for men's fashion down clothing is the best, with 32 people paying. At the same time, there are fewer people in the high-end shops and less than 1500 yuan. And Yang Mi's latest endorsement of the high Teye series 0 people pay.

The main battlefield of China's down garment industry has been concentrated in the price range below 1000 yuan for a long time, and the competition is extremely fierce. After the entry of Moncler and Canadian geese into the mainland market, the price of down coats was greatly raised, and the down jacket was first classified into luxury goods category. This resulted in a huge market gap of 1000 yuan to 5000 yuan.

Bosideng keenly captured the changing trend of the down garment market, and redesigned the brand value through the design to increase the average price of the product. In 2017, the retail price of the extreme cold series launched by Bosideng brand was 1899 yuan. The consumers in the test water responded to the price rise of the down garments, resulting in a sold out rate of 90%. After that, the price range of products rose from 1000 yuan to 1300 yuan to 1500 yuan. In 2019, Bosideng launched a down jacket of 5000 yuan or even more than ten thousand yuan, but this response met with "Waterloo".

Where is the "noble" down jacket?

Why does Bosteng, with its good public foundation, not buy consumers? Why is the development of Bosideng product high-end?

This magazine has analyzed that the price of Bosideng is equivalent to the international brand in terms of functionality. Some of the crafts, such as runaway prevention, are better than Canadian geese. But high quality goods are also high in psychological price, cognitive price and brand culture.

Whether Canada goose or Moncler has set a huge brand psychological price in the minds of consumers. In order to maintain the high-end psychological price, many luxury goods can be said at all costs. The most typical case in the near future is that Burberry destroys the inventory of more than 28 million 600 thousand pounds (RMB 254 million yuan), and according to the British times statistics, the total value of the merchandise destroyed by the brand over the past five years is more than 90 million pounds (about 800 million yuan). It is better to destroy and never sell at a low price. This practice is to create and maintain the high-end attributes of luxury brands.

In turn, Bosideng, in the hearts of the Chinese people, is the price down jacket of the earth's atmosphere. The high-end series is deeply trapped in the cognitive path of consumers' "parity and easy use". It is difficult to equate the luxury with the luxury goods, and is more reluctant to pay for the high price Boston.

Second, high-end brands also rely mainly on the culture and history behind them. In Canada goose's propaganda, the brand is Canada's National Guard's uniform. It was the cold clothing of the Antarctic expedition in the 80s of last century. It appeared repeatedly in the blockbuster movies such as the day after tomorrow, Spiderman and so on. This is the soft value of canadian goose, but it can hardly be seen in Bosideng. Although Bosideng exhibits black technology such as space thermal insulation materials and Magic magic chain, it is a garment instead of a technology product. Its history and culture are far more attractive to high-end consumers than science and technology.

So it seems that there is not enough reason to persuade consumers to abandon luxury goods to buy Bosideng, and the more expensive products are, the less likely they will be to open the market on the basis of their feelings. But many brands will do one thing, that is, the establishment of sub brands, the absolute separation of old and new brands, changing consumer awareness. It's really hard to change the inherent concept.