Experts say that the fabrics of Bosideng's 10,000-yuan down jackets are very cheap? Where is Bosideng heading to the high-end market?

In recent years, with the continuous improvement of China's consumption level, down jackets, especially high-end down jackets, have gradually become the focus of the market. Under this trend, many domestic down jacket brands have entered the era of 10,000 yuan. However, recently, some media have revealed that the fabrics of Bosideng's so-called 10,000 yuan down jackets are very cheap. How should we view Bosideng's high-end road?

1. Experts say the fabrics of Bosideng’s 10,000 yuan down jackets are very cheap?

According to Sina Finance, not long ago, Bosideng launched its "top-of-the-line" product, the Dengfeng 2.0 series of down jackets. Bosideng said that it applied aviation material technology to down jackets for the first time, which can "satisfy all your fantasies about technology."

Down jackets with titles such as "peak" and "black technology" are naturally expensive. According to the release information, the price of this series of down jackets ranges from 11,900 yuan to 14,900 yuan per piece. The most expensive one is the "Beidou model", which is limited to 200 pieces worldwide. Compared with Bosideng's regular thousand-yuan down jackets, it is nearly ten times more expensive.

Industry insiders in the aviation field said that the new functional fiber formed by combining fiber preparation technology and phase change temperature regulating material technology (PCM) does have the function of actively regulating the temperature of cold and hot environments.

A textile industry insider said that PCM has been widely used in the textile industry a few years ago, but due to limited demand, there has not been a large demand so far. In addition, PCM is cheap and is not a so-called high-end product.

According to statistics, from 2017 to 2021, the tag price of Bosideng down jackets increased by 63%-80%.

According to Guancha.com, before Double 12, domestic down jacket brand Bosideng joined hands with Maserati to officially launch a high-end outdoor "WIFI" series. On the day of the product launch, Bosideng invited international supermodel Xi Mengyao to endorse it, and announced the launch of multiple products at once, with prices ranging from 4,299 yuan to 4,999 yuan. However, the sales of the high-end WIFI series were not ideal. Bosideng's Tmall flagship store showed that the monthly sales of the best-selling product in the WIFI series were 29 units.

2. Where is Bosideng heading towards high-end development?

We see that Bosideng's high-priced down jackets are once again questioned by Shicheng. How should we view the overall market situation that Bosideng is currently facing? How should we analyze Bosideng's high-end road?

First of all, the material quality of Bosideng's high-priced down jackets is not very high. This is not surprising or wrong. Looking at the luxury market in the world, the characteristic of the luxury market itself is that it is not necessarily made of high-end materials. It is often because of its brand value, brand connotation and market design. As long as these things are sufficient, the luxury system can be built. So it doesn't matter what the material is like or whether it is the highest-end material. So from the perspective of high-end luxury down jackets, there is nothing wrong with what Bosideng did. A good product is often based on its design, its concept, and its own brand value.

Secondly, if we take a closer look at Bosideng's current market layout and market logic, we can see that the high-end development path has become Bosideng's core market business logic. From the perspective of such business logic, the current market actually has a large market space. After all, for a long time, China's high-end down jacket market has been relatively scarce. In addition to those international high-end down jacket brands, such as the familiar Canada Goose and Moncler, there is actually a lack of domestic brands in this regard. If Bosideng can make a difference in this regard, at least it will not be a bad thing for the development of China's high-end down jacket market.

Third, for Bosideng at present, the most critical thing is whether it can make its brand value meet the needs of the entire high-end market. When we analyzed high-end luxury products before, we always said that high-end luxury goods require long-term brand accumulation and accumulation of brand value. For Bosideng, it is relatively difficult to achieve this, and there are many things to do. At present, the entire market for high-end down jackets is more about consumer recognition. Bosideng may actually need to consider its own high-end. This path is actually not wrong, but whether it can really make its down jacket products recognized and recognized by Chinese consumers may be the most critical thing. If consumers do not recognize Bosideng's high-end, it is actually not valuable to just make a high-end product.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.