You may have noticed that in winter, subway stations, streets, look up, a "Canada Goose", The North Face, Bosideng, The light of domestic goods will appear in front of your eyes.
Now is the time to wear down jackets.How cold has it been this winter?Last Wednesday, Beijing saw its lowest temperature in 54 years, -19.6 degrees Celsius.Hainan issued a level-three alert yesterday, with residents saying it was the coldest year in 14 years.
The extreme cold has brought the importance of down jackets back to the fore.
According to the data released by Taobao, the thickness of down jackets last week increased by 28 grams on average, and the order volume of down jackets in Haikou increased by 306% in a week.
"Canada geese sold out", with an average price of RMB10,000, became a popular search on Weibo yesterday.At the flagship Canada Goose store in Shanghai, customers have been queuing for between one and three hours for a month, according to the news.
"Buying in advance is the right choice. It's so warm," said Versailles.Some open sarcasm, "this winter, the head is coming either north or big goose."Of course, there are also people who do not know the truth of the Internet, "think it is the Canadian love to eat geese."
It is not surprising that down jackets sell well in cold weather, but the popularity of the inexpensive down jackets with a base of 3,000 yuan or less is what makes some people confused about this topic.
In fact, in addition to Canada Goose, Bosideng, which is undergoing high-end transformation in China, has also done well this year. Its financial data showed that the revenue of its down jacket business was 2.989 billion yuan, up 18% year on year.Net turnover was RMB 490 million, up 41.8% year on year;Gross margin increased 4.3 percentage points to 47.8 percent.
As a seasonal item for watching the weather, the down jacket has been on the fringes of Fashion and luxury since its inception, until brands like Moncler and Canada Goose pulled it into the fold and pushed it into the masses, becoming a kind of classic piece that holds its value.
The question is, high-end, luxury, is down jacket out of seasonal the first answer?
Winter is approaching, the average price of ten thousand yuan "goose" fire
With so many brands of down jackets, why has Canada Goose sold out and become a hot search?
"It's just that it's so cold."Canada geese are conceptually resistant to the extreme cold, the perception is that they're warmer."
Tmall outdoor sports industry Xiao 'er told eCommerce Online that not only are there long lines offline, but online geese are also out of stock, with demand up 50-60 percent from last year.
Industry analysis, this with this year's whole down clothing consumption trend match, "this year, goose down because of more fluffy, soft, warm, and therefore more popular than duck down."Canada Goose was one of the first brands to educate consumers, and it's sold out a lot."
The price of a down jacket starts at 6,000 yuan, which is relatively high compared to most of the down jacket brands.
As the saying goes, "you get what you pay for", the reason why it can sell so expensive, professional must be good.
Canada Goose, founded in 1957, is the creator of fur coats that decorate down jackets and hats in addition to goose down, explaining that the fur of these hyenas disrupts air currents and protects people from frostbite on the face in extreme cold.
They also developed a heat sensitivity index of five degrees, each representing a different level of cold resistance, with the higher the higher the cold resistance.Canada Goose claims that their down jacket can withstand temperatures as cold as -30C.
Plus the gimmick of "100%Made in Canada", from design, material selection, tailoring to processing, the whole process is manually completed.
A variety of operations, the brand and professional, functional binding.It attracted explorers, polar research teams and became a must-have for Hollywood stars, appearing in James Bond and X-Men 2.
Game of Thrones, Winterfell and The Wall are all in the cold, and the actor wearing Canada Goose is one of those who grows grass.
With its cold-weather professionalism and celebrity matching, Canada Goose has been called the "Louis Vuitton of the down jacket world".
Canada Goose went public in 2017 with a price-to-earnings ratio far higher than that of Moncler, a luxury puff-wear brand, and Lululemon, which caught fire this year.
Extreme global weather is the bedrock of Canada Goose's growth and the basis for the market to pay for it.In the 2018 fiscal year report, there is data showing that the penetration rate of Canada Goose in Japan and South Korea is very high. At that time, the penetration rate of Canada Goose in Greater China is only 1.4%, which has great potential.
In May 2018, Goose proposed its strategy for Greater China. In mid-September, it moved into Tmall. In October, it opened a boutique in IFC Hong Kong, followed by flagship stores in Beijing and Shanghai.So far, Canada Goose has about 16 stores in China, and its official flagship Tmall store has 1.77 million followers.
The growth of the high-end down wear market
Can accept the price of a down jacket close to ten thousand yuan, it is a long-term process.
The first mover of the luxury-driven down jacket is actually another brand, Moncler.
Moncler was founded in 1952, several years before Canada Goose was founded.The founders were two ski brand manufacturers and an avid skier who started out making outdoor products like tents and sleeping bags before becoming famous for their ski down jackets.
At that time, outdoor sports was a rich man's game, and Moncler's audience had already been defined. By the 1980s, Japanese students and Italian fashionists who were in the boom period of wealth had become fans of the brand.
By 1999, Moncler had officially entered the fashion scene with a fashion show.Since then, it has invited luxury creative directors to launch high-end product lines and frequently catwalks in Paris and Milan fashion weeks. After more than ten years of efforts, Moncler has become a member of the luxury brand, and the down jacket is their unique mark.On Tmall's luxury channel, Moncler down jackets are priced at more than 10,000 yuan.
Thanks to Moncler's consumer awareness, Canada Goose, which started out as a puffer jacket for Polar workers, has made its way to the masses with the help of celebrities and social media.
But despite Moncler's success, Canada Goose has made a crucial transition from specialty clothing to high-end brand.
Like Moncler, Canada Goose started out as an outdoor brand, founded by Sam Tick.In the 1990s, the founder's son-in-law bought the brand from his father-in-law and renamed it Canada Goose, as we know it.
More than a decade later, the son-in-law's son, Daniel Reiss, had a few ingenious directions:
1. Only use the brand of Canada Goose externally;
2. Developed women's line;
3. Stick to "Made in Canada".
Made in Canada is a quality label, and developing women's wear is a prerequisite for being accepted by fashion enthusiasts.As a result, Canada Goose began to make a name for herself by constantly checking her face in movies and on social media.
A recent online spread of a "down jacket despise chain" ranking map fire, Canada goose, archaeopteryx, north in the despise chain of the second layer, and each other between the three despise.
Perhaps with the market education of Moncler and Canada Goose, local Chinese brand Bosideng also sees the hope of upmarket down jackets.
In 2018, Bositeng, a Chinese brand, walked away from the lessons of category expansion, learned from the fashion and high-end of Moncler, and also learned from the professionalism of Canada Goose, and began to focus on the exploration of down jackets.
However, at the beginning Bosideng steps a bit big, launched "peak" the highest price of the down jacket series more than 10, 000 yuan, the whole series are also above 5, 000 yuan, the rebound caused by the market.
But overall, the growth of the high-end down jacket market is a game of making the pie bigger.With the high-end strategy in 2018, the average price of Bosideng's down jacket products has increased from 700 to 800 yuan to more than 1,000 yuan.
According to the financial report of 2019-2020, the transaction amount of Bosideng's products whose tag price is above 1800 yuan has increased from 14% to 20%.
At present, the highest price of a down jacket in the official flagship store of Tmall in Bosiedeng is more than 4,000 yuan, while the same style of designer series of Yang Mi and Chen Weiti is 3,000 to 4,000 yuan.
Although it's still a long way from the luxury prices of Canada Goose and Moncler, Bosideng has become a cost-effective alternative for Chinese consumers looking for high-end down jackets.
Down wear industry insiders told "e-commerce online", this winter, outdoor clothing growth rate is about 40% compared with the same period last year, "as long as there is some improvement in the style, this category of brands because of the material, windproof and waterproof professional, will be the most powerful competitors in down wear."
This makes sense, after all, two of the TOP puffer brands, Moncler and Canada Goose, come from the outdoors.The north side of the fashion line and the old transition players like Bosideng have become another rising tributary.
Across the seasons?
For down clothing brands, it is basically a year to wait for a quarter of explosive sales.But Moncler and Canada Goose can get rid of this attribute to some extent.
"The daily sales of a brand like theirs are flat, but people buy it.Because for consumers, buying their products doesn't matter if it's the right time to wear them."
Luxury, high-end is the secret of down jacket across the season?
On this point, the fork between Moncler and Canada Goose lies in that the former constantly highlights the uniqueness and rarity of the down jacket to strengthen the attribute of luxury through designer limited edition, while the latter plays out the classic mind through several popular styles.
Moncler's Genius project, for example, essentially draws on multiple ideas from different designers to keep things fresh, in such a way that consumers are willing to pay even when they're out of season, allowing down brands to thrive beyond the season itself.
In addition to sales of the Expedition Expedition and Chilliwace flight jackets, Canada Goose's reputation for down jackets continues to expand its category across seasons.
Canada Goose entered the footwear business in November 2018 with the acquisition of outdoor footwear company Baffin.In July 2020, the company announced it had hired Adam Meek, a former Nike executive, as its general manager of footwear and accessories products.
Canada Goose has also added rain gear and light jackets, as well as sweaters and Fanny packs for sale at Tmall flagship stores.Canada Goose's non-overcoat category, which includes sweaters, accounts for a third of group revenues, according to its financial figures.
But in general, the crossing periodicity of Canada Geese is still unstable.The Google trend chart shows that Canadian geese are higher in winter than Moncler, but lower in other seasons.
After the expansion of Bosideng from the previous "multi-brand, four-season, international" to focus, the current path is closer to Moncler -- through the designer series, invite luxury star cast endorsement, frequent entry into the fashion week, and so on.
But at present, the gap between Bosideng and Moncler is far away, product design is the fundamental reason, "earthen taste" is still the most ridiculed point.
In addition, due to the long-term impression of brand tone, it is difficult to refresh in a moment, Moncler fashion, Canada Goose professional did not hit the top.
This year, Bositeng joint Antarctic research team, launched a new cold, in an attempt to play cognition in the professional, but compared with Canada goose grass, this way is still deliberate, and polar marketing is not the exclusive down jacket, including cat people, thermal Underwear has long used this way.
Ladymax commented that "only a strong enough personality label can keep the impact of weather factors under control in the long term."These Bosideng obviously haven't.
But across the cycle of this matter, not only related to the efforts of the brand itself, the consumption level of the entire era, the fashion circle of the definition of the trend, all affect the down jacket this single product.
After all, down jackets costing more than 10,000 yuan were not an option for Chinese consumers until 2018, and even before that, wearing down itself was considered unfashionable.
