Why are all down jackets sold on 100-300?

We saw that the demand for down jackets began to rise rapidly as the weather became colder and colder, but we found that the price of down jackets was getting higher and higher, and it was difficult for many people to understand why the price of down jackets was getting higher and higher.

First of all, from the perspective of the development of the whole market, the cost of down jackets mainly covers three aspects: raw material operation and labor, of which the proportion of raw materials is actually the highest. We carefully observe the raw materials of down jackets, and we can find the proportion of the cost of down jackets in these years. The price of down jacket has been rising continuously since 20 16. Under this rising trend, the supply of the whole market is relatively insufficient, especially after 2020. At the end of 20021,the white duck down, the core raw material for making down jackets, reached a high price of more than 700,000 yuan per ton, which was several times the previous price. Therefore, under such a background, the price increase of down jackets became the general trend.

Secondly, with the development of the whole market in recent years, down jacket is actually becoming a luxury. Moncler and Canada Goose, two internationally renowned down jacket brands, became popular in recent years, which actually refreshed the cognition of consumers in China. On the one hand, we say that these luxury down jackets are largely IQ taxes, but we must also admit that on the other hand, more and more domestic down jacket brands are beginning to take the road of high-end, and the trend of luxury down jackets is actually becoming more and more obvious, especially now more and more consumers' cognition is changing. In the cognitive minds of many consumers, down jackets with a maximum of several hundred dollars have become thousands or even thousands, so the overall high-end down jackets have also been promoted.

Thirdly, from the perspective of long-term market development, it can be said that the current price increase trend of down jacket market is a thing with a clear long-term trend, so it can be said that the current price increase of down jackets is inevitable, but does the market need such an expensive down jacket? After all, the core demand of down jackets is to keep warm. Although everyone has higher and higher requirements for design, down jacket is just a warm garment for most ordinary people. If down jacket enterprises have a good sense of design while paying attention to cost performance, they will undoubtedly have more market advantages in the future down jacket market. For consumers in China now, sometimes luxury is not a good thing, and people still like to have cheap down jackets.