Goffan Benchmarking International Luxury Goods, Limited Price Rise "Two Pronged Approach"

Recently, the high-end goose down clothing brand goffan Heijin series has successively entered the list of top brands in tmall's sonic boom model list, and has become one of the sales volume of 1000 yuan version of down jacket on major platforms.

At the same time, gofan revealed his ambition to be the Chinese version of Montreal, and signed Cecilia Cheung's endorsement. Cecilia Cheung tweeted that "enjoy the luxury materials with gofan.". Its endorsement POSTER "Zhiai black gold luxury goose down", a beautiful white face with frozen age Govan Black goose down clothes all reveal "extravagant" style.

What's even more surprising is that in the double 11 discount tide, Govan Not only do not discount, but also learn from the luxury "quota system sales" and the implementation of black gold series price adjustment, prices rise.

Gao fan caused controversy in the industry. Is gofan playing hunger marketing or has another secret? Is benchmarking international luxury goods too much?

No discount but price increase

Response: costs are here and have to go up

　　 "Dear Govan black gold customer: Hello! Since its launch, gofanheijin has been deeply loved by customers and friends. Goffan Heijin always adheres to the concept of" global procurement, global design, and service to Chinese consumers ", and pursues to create luxury grade high-end goose down suits. The dry production process is complex, the production cycle is long, and the cost is high. In addition, the global supply chain is tightening, and the down jacket is very popular Due to the shortage of market capacity, in order to ensure the product quality and improve the customer experience, our company has decided to implement the quota system for sales of black and gold velvet clothing from October 20, 2022. The supply in China will be reduced by 30%, and the supply in overseas regions will be reduced by 40%. The quota of all channels and distributors will be sold out

After seeing the news, Ms. Chen, a consumer, had mixed feelings. "Luxury grade? Sales restriction?" nevertheless, she quickly started a black gold velvet suit. "After all, there are no high-quality brands such as Montreal, Montreal and so on

For gofan's price increase, sales restrictions, dealers also have a bellyful of bitterness. "A lot now brand They all take the low-cost route, but gopher not only does not carry out sales promotion, but also keeps rising prices, and does not take the money to pick up the goods. "

So, is the price increase of black gold series true? Why increase the price? The reporter found Zhang Chuangui, the co-founder of gofan. She admitted, "it is true that similar products on the market are fighting a low price war. The price of our black gold series has increased because the supply of goods exceeds the demand, and in order to ensure the quality, we have to adopt a limited quota."

She said that the reason why gofan has the confidence to raise prices is closely related to the careful research and development behind each product and the high cost. Zhang Chuangui took out a sample dress in front of the reporter. After hundreds of changes, it was still far away from her ideal shape. "The research and development cost of each product is in the millions, and hundreds of samples are needed to be made. How high is the cost?"

"This cost is also reflected in every process of our products' production, and the materials we use can be regarded as luxury goods." Zhang Chuangui said, taking Heijin 2.0 series as an example, it uses British gauze, German gold needle, Japanese warm yarn, Hungarian 90 white goose down and Chinese rhinoceros intelligent manufacturing, which is referred to as "more than five countries". "Each of our products is filled with Hungarian white goose down imported according to the new national standard 90, and the soft, warm and non running down volcanic rock fabric is selected externally. Each down jacket has gone through more than 400 processes, which is worthy of the name of both internal and external repair. The reason why we choose volcanic rock fabric is that it can heat itself in 2 minutes. Our black gold series insists on using Hungarian white goose down It's just there. It can't be unlimited. "

In spite of the price increase and sales restriction strategy, Wu Kunming, the founder of gofan, said that they launched the industry's "two-year warranty and one-year price guarantee" for consumers. "At that time, when I put forward this commitment, I met with collective opposition within the company, saying that there was no such precedent in the industry, and it would be good to be insured for 7 days."

Is benchmarking international luxury too much?

Response: there is a gap from the international brands, but we are trying to keep up with them

In response to questions from consumers and the industry that "is gofant benchmarking international brands beyond its capacity?", Wu Kunming unexpectedly responded, "it is true that compared with luxury brands such as Montreal, we still have a big gap, but we are trying to keep up with them."

Wu admitted that the gap between domestic brands and international brands is reflected in multiple dimensions, such as the difference in brand strength, the meticulous management and control of products, and the stability of the supply chain. After all, if we don't have a high price system in Montreal for many years, it will not be a good result if we don't pay attention to the international brands for many years Market, the craftsmanship spirit of these luxury brands is worth learning. "

"I think as a state-owned brand, we should have a clear understanding and realize the gap between us and international brands. For example, some domestic products boast their own strength and say that they are more powerful than Dyson. This is a lie to open their eyes." Wu said, although many consumers think that the quality of goffan's products is similar to that of luxury goods, But in fact, to catch up with this small gap, we have to make great efforts.

During the interview, Wu Kunming made no secret of his ambition, "Our goal is to be China's own luxury brand of goose down clothing. For this reason, we have adopted global procurement and global design. The core characteristics of light and soft down jacket are the core features. In fact, our black gold series, no matter thin and thick, put the warmth and comfort of down jacket in the first place. If we insist on ranking, we will always put the comfort of clothing in the first place It is very important to consider whether the clothes are comfortable or not. It is no exaggeration to say that goffan has a profound knowledge of pattern, and almost all of them have a history of more than 10 years, ranking first in the industry. We have accumulated 18 years of research on the body shape of Asians, especially Chinese people. This is our core advantage. "

"Next year, we will cooperate with some luxury art masters and international fashion designers," Wu said, adding that all this is to create a Chinese version of Montreal layout.