Down jackets are frequently searched this winter, with lightweight, urbanization, and trendiness becoming new trends
Down jackets have become a daily routine for many people during the winter. Everyone’s demand for it is the same as other commonly worn clothes in the wardrobe. They hope to be easy to wear and match, and to appear “lightweight”, “urban” and “trendy” Five major trends: “high-end” and “functionalization”.
In addition to keeping warm, there are “new needs”
The topic of down jackets continues to be hotly searched
In the past month, topics such as “Don’t just look at the down content when choosing a down jacket”, “How to properly clean and store down jackets”, “Is the thicker the down jacket, the warmer it is” have been trending on the internet. The single-day WeChat index of down jackets reached a maximum of 440 million, exceeding the level of the same period last year.
As “everyone has a down jacket” gradually becomes popular, consumers have put forward higher requirements for down jackets in addition to keeping warm. Down jackets also cater to people’s constantly updated wearing needs, and are iteratively upgraded in terms of appearance, function, and wearing experience.
Filling is the core of down jackets. According to Huachuang Securities’ “In-depth Research Report on the Down Jacket Industry”, duck down and goose down account for about 45% of the total cost of down jackets. Studies have shown that with the same down content, the average bulkiness of goose down is 1.6% higher than that of duck down. Judging from the market price, the price of goose down of the same specification is about 1.8 times that of duck down. Moreover, in the past few years, the prices of duck down and goose down have shown an overall upward trend.
The GB/T14272 “Down Clothing” national standard that will be implemented in April 2022 has made many modifications based on the previous version. One of the most influential ones is to change the filling standard of down jackets from “down content” to “down content”. At the same ratio, the quality of feathers and down with high “down content” will be better, and the procurement cost will also increase accordingly.
Down jacket brands are divided into three categories
Outdoor brands pay more attention to warmth retention
Down jackets were born in the United States in 1936 and entered the Chinese market in the 1970s. Domestically, the predecessors of down jacket brands such as Bosideng and YaYa have been established one after another, mainly engaged in OEM processing business. In the following 20 years, domestic brand technology continued to mature and the brand took shape. Foreign fast fashion brands have entered the market, new designs and new technologies are constantly emerging, and down jackets have gradually evolved from professional clothing to popular clothing, and their fashion attributes have gradually increased. After 2010, with the entry of professional outdoor brands and the maturity of the consumer market, down jackets have developed towards diversification.
Today, the three major categories of brands in the down jacket market include down jacket brands, professional outdoor brands, and four-season brands. The three products are misaligned in terms of price, forming a situation where professional outdoor brands occupy the high-end market, while down jacket brands and all-season brands occupy the affordable and mid-range markets. Among them, some domestic brands are constantly exploring the mid-to-high-end market “upward”.
The average velvet content of the three types of brands is more than 85%, but there are differences in the selection of velvet types. Professional outdoor brand down jackets mostly use goose down, which has stronger warmth retention and better cold resistance. Down jackets and four-season brands generally use duck down.
In terms of design, Four Seasons brands mostly integrate fashion elements, professional outdoor brands emphasize functional protective design, and down jacket brands focus more on tailoring and craftsmanship that balance daily wear with professional performance.
Consumers are willing to pay for “expensive prices”
Still not satisfied with the price/performance ratio
Against the backdrop of the overall decline in the apparel market, my country’s down jacket market continues to grow steadily. However, the current penetration rate of down jackets in my country is relatively low, with a market penetration rate of only 9%. There is still a large gap with Japan, Germany, Europe and the United States, and the per capita consumption level of down jackets is also lower than that of developed countries.
With the growth of residents’ income, the optimization and upgrading of down jacket products and the increase in consumer demand for down jackets, China’s down jacket market still has a lot of room for growth.
The “2022 Down Jacket Industry Consumption Trend Report” released by DT Research Institute shows that down jacket consumption has obvious seasonal attributes. Nearly 60% of consumers “feel the need to purchase again.” At the same time, 53% of consumers will prepare before the season changes.
Physical stores are still the main way for people to buy down jackets. More than 60% of the respondents will purchase directly in physical stores, and 45% of the respondents will first select styles in physical stores and then purchase online. Thirty percent of the respondents prefer to purchase down jackets directly online.
In terms of consumption willingness, half of the respondents are willing to spend more than 800 yuan for a down jacket, and a quarter are willing to spend more than 1,000 yuan for a down jacket. Among the brands that are more discussed on social platforms, most are also in the mid-to-high-end price range.
But it is worth noting that although consumers are willing to spend money on down jackets, more than half of them have encountered the problem of low cost performance when purchasing. When asked about their impressions of the changes in down jackets in the past two years, “the functions have become more numerous” and “the quality has become better” were the least recognized.
“Style design” is the most important factor when purchasing down jackets. A considerable proportion of people agree that the styles of down jackets have increased in the past two years, and the sense of design has become stronger. But when I actually go shopping, there are still not enough suitable models.
Lightweight and versatile, focusing on design
Domestic down jacket presentation��Trends
Down jackets have become a daily routine for many people during the winter. Everyone’s demand for it is the same as other commonly worn clothes in the wardrobe. They want it to be easy to wear and easy to match. On the other hand, with consumption upgrading and the rise of a new generation of consumers, more and more people will make new choices based on quality, culture, value, design and other factors. Therefore, the domestic down jacket market is showing five major trends while diversifying its development:
The first trend is “portability”. Down jackets have become essential equipment for everyone’s winter travels. Getting rid of bulkiness and weight has become a rigid demand. Down jackets that are burden-free and can move freely are favored by consumers.
In 2009, Uniqlo took the lead in launching light down clothing. Then more and more down jacket brands also launched light down products. About half of the best-selling down jackets from Bosideng, Yaya and Yalu emphasize their lightness.
The second trend is “urbanization”. Nowadays, when it comes to winter wear, down jackets cannot be avoided. When discussing down jackets in the grass-growing community, “versatile” is more popular than “comfortable”.
Commuting is one of the most important aspects of urban life, and down jackets with styles suitable for going to work are popular among consumers. Judging from the discussion, down jackets can also be expanded into more styles, such as sweet, fragrant, Japanese, street, college style, etc.
The third trend is “fashion”. Judging from the design elements of best-selling down jacket products, trendy elements such as silhouettes, contrasting colors, bomber jackets, quilting, and splicing, as well as trendy colors such as Klein blue and periwinkle blue, have all been recognized by consumers.
Down jacket brands have also launched new and more trendy down jackets by incorporating elements such as co-branding. The co-branded down jackets of Yaya and Pokémon IP, and the co-branded down jackets of Peacebird and Ouyang Nana are all hot-selling products of the brand. TheNorthFace1996Nuptse classic down jacket has also become the brand’s best-selling model with its classic version.
The fourth trend is “high-end”. Judging from the best-selling products of brands online, there are many products priced over 1,000 yuan.
The prices of high-end down jackets are accepted by consumers, and Four Seasons brands and down jacket brands are also expanding to the high end. However, judging from the online hot-selling products of popular down jacket brands, the best-selling products of down jacket brands such as Bosideng and YaYa It is still a popular down jacket. The best-selling products of Four Seasons brands such as Uniqlo and Peacebird cover the popular and mid-range positions.
Trend five is “functionalization”. As outdoor becomes an important way of life, the separation between outdoor and daily scenes is broken, and more and more outdoor elements and functions appear in daily wear.
Professional outdoor brands emphasize the high-strength performance of down jackets. Among the best-selling down jackets of the Four Seasons brand, many products emphasize the characteristics of outdoor functions, mainly emphasizing the waterproof function. After all, the down jacket that most people wear every day when going out is enough to handle light rain, snow and cold wind.
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