Down Jacket In China: Analysis Of Market Development Of Down Jacket Industry In 2022 / 23

With the change of consumer groups and demands, the whole down jacket industry also presents a variety of new trends. With the rise of purchasing power of the younger generation, down jacket has long been more than just a tool to keep out the cold. In order to meet the young people's pursuit of fashion, down jacket has become more lightweight and has a sense of design. The personalized elements are constantly improved, and it can adapt to a variety of life scenes such as commuting, business, leisure, travel and so on.

Down jacket Market

At present, China's down jacket Market as a whole is getting better, showing a rising trend of recovery. According to statistics, by 2020, the scale of down jacket Market in China has reached 138.5 billion yuan. With the upgrading of consumption and the continuous cold weather, it is expected that the market size of down jacket in China will exceed 160 billion yuan in 2021. With the change of consumer groups and demands, the whole down jacket industry also presents many new trends.

Four main players in down jacket Market

With the continuous upgrading of the consumer market, the whole down jacket market also presents diversified development. For example, the post-90s generation pay more and more attention to the down jacket, which makes down clothing go against the trend and become the fashion "favorite" and become the top 5 favorite clothing category to buy.

At present, there are four types of players in the down jacket Market

Professional players: foreign brands such as Canada goose, monkey, domestic brands bosden, Ailey, xuezhongfei, etc;

Outdoor players: Archaeopteryx, Patagonia, the northface, marmot, Columbia, etc;

Sports players: such as Nike, Adidas, Li Ning, FILA, etc;

Fashion players: Prada, Fendi, Balenciaga, off white, Zegna, miu, miu, etc.

In the past, down jacket was a seasonal piece, and it was seriously affected by climate. Now, with the development of technology, down jacket has got rid of the dilemma of relying on the weather, showing diversified and multi seasonal development. With the arrival of 2022 Beijing Winter Olympic Games, professional down jacket will usher in a golden development period.

　 Urbanization of outdoor brands

Fashion brand functionalization

In the early days, most of the outdoor brands focused on the design and development of functionality and traditional technology, thus ignoring or even abandoning the design of clothing aesthetics.

Three dimensional and flattening of down jacket

From the product level, down products seem to be developing towards two extremes: three-dimensional and flat.

"Three dimensional" down products bring the fluffy feeling of down to the extreme, pursue the sense of volume on the outline, rich in detail elements and full of craft sense;

However, the "flat" down jacket only retains its thermal function, weakens the sense of existence of down as much as possible, and pursues light and thin. The development of this direction makes it possible for down to be in fashion direction. Through the varied quilting technology, down can also be turned into a half skirt, which can be integrated into a sweater and hidden in a suit, which can give full play to the thermal performance, It can also ensure the appearance is smooth.

Get rid of the season

Diversified development of down products

As a seasonal product, down has been making unremitting efforts for seasonal restrictions for many years.

Outdoor functional wind prevails. The multifunctional / detachable design not only gives the down jacket more modeling possibilities, but also gives the product more functions by disassembly and reorganization design.

In the past, 2020 was a cold winter, but for China's down jacket industry, it was "spring". The sales volume of down jacket was hot, and even bought Hainan. At present, the overall down jacket Market in China is getting better, showing a rising trend of recovery.

In the future, China's down jacket still has a lot of development space, leading enterprises are expected to benefit from it. With the change of consumer groups and demands, the whole down jacket industry also presents many new trends.

China is the largest production base of down jacket in the world. Therefore, domestic brands are the main products in China, and the market share is high, which is distributed in the field of low-end products; Imported down jackets are mainly high-end products.

According to the sales data of tmall's "double 11" in 2020, down jacket has become one of the top 5 favorite products of post-90s consumers in most provinces of China (mainly concentrated in the North). Just like mobile phones and skin care products, down jacket is an indispensable product in daily life and deserves long-term attention of the industry.