被抢到断货的千元羽绒服，究竟是谁在买？

Core Insights - The demand for high-quality outdoor gear, particularly down jackets, is increasing significantly as consumers are willing to pay premium prices for brands that offer both functionality and emotional value [4][12]. Sales Performance - From October 9 to October 15, the sales of mid-length down jackets on JD.com saw a year-on-year increase of 180%, while sports down jackets experienced a fourfold increase in sales. Outdoor down jackets and sports cotton jackets also saw sales growth exceeding three times [2]. - On Tmall, certain outdoor brands achieved over 100 million yuan in sales within half an hour of launch, indicating strong market demand [2]. Consumer Behavior - Consumers are increasingly associating high-priced down jackets with quality, leading to a perception that "true down jackets should be priced above 300 yuan," which has sparked discussions on social media [5][8]. - The emotional connection between consumers and brands is becoming a significant factor in purchasing decisions, with high-end down jackets being viewed as symbols of lifestyle rather than just functional items [4][12]. Market Trends - The Z generation is becoming the dominant force in outdoor activities, with 80% of outdoor users belonging to this demographic. They prioritize "functional aesthetics" in their purchasing decisions, valuing both the functionality and design of outdoor gear [9][12]. - Brands like Bosideng are successfully implementing high-end and youth-oriented strategies, resulting in revenue growth. For the fiscal year 2024/25, Bosideng reported a revenue of 25.902 billion yuan, a year-on-year increase of 11.58% [12]. Pricing Dynamics - The cost structure of down jackets is complex, with the cost of down filling accounting for a significant portion of the total production cost. For instance, the cost of white duck down ranges from 420 to 550 yuan per kilogram, while white goose down costs between 840 and 1200 yuan per kilogram [5][7]. - The production cost of a down jacket, considering various factors, typically ranges from 126 to 248 yuan, making it challenging to price below 300 yuan without compromising quality [7][8]. Future Outlook - As raw material prices for down filling are on the rise, brands will need to balance maintaining a high-end image while addressing the growing demand for value among consumers [12].