“土气”冲锋衣 凭什么成为“北京市服”？

Core Viewpoint - The rapid transformation of the jacket from an outdoor item to a fashionable everyday wear in Beijing, referred to as "Beijing's clothing," reflects changing consumer preferences and market dynamics in the outdoor apparel sector [5][6][7]. Market Trends - The Chinese jacket market is projected to reach a scale of 75.4 billion yuan by 2029, with a compound annual growth rate (CAGR) of 20.2% from 2024 to 2029, significantly outpacing the overall apparel industry growth [5]. - The popularity of jackets surged during the "revenge outing" trend in 2022, where outdoor activities became a social norm, leading to increased demand for outdoor gear [6]. Consumer Behavior - The jacket has evolved into a practical choice for urban commuters, offering versatility and functionality, which appeals to the working population in Beijing [6][7]. - The perception of jackets has shifted from being seen as "uncool" to becoming a fashionable staple, driven by their practicality and variety compared to traditional winter wear [6][7]. Brand Competition - The competitive landscape of the jacket market is changing, with a "dumbbell" structure emerging where international brands dominate the high-end segment while domestic brands focus on the mid-range market [9]. - Key players include high-end brands like Arc'teryx and popular brands like The North Face and Columbia, while domestic brands like Toread and KAILAS are carving out their niches [9]. Marketing and Consumer Preferences - Young urban professionals prioritize factors such as usage scenarios, aesthetics, and celebrity endorsements when purchasing jackets, with technical features being less significant [11]. - The market is witnessing aggressive marketing strategies, including collaborations with influencers and the introduction of niche products like children's and pet jackets [11]. Regulatory Developments - A new national standard for jackets (GB/T 32614—2023) was implemented on April 1, 2024, emphasizing the importance of clear labeling for consumers [15]. - The market is expected to undergo a reshuffling of brand hierarchies as consumer demands diversify and regulatory standards tighten [15].