“飞不高”的雪中飞：代工疑云与涨价冲动下的国货困局

Core Viewpoint - The article discusses the challenges and strategies of traditional Chinese brands like Xuezhongfei in transitioning from low-cost products to higher-end offerings while maintaining their market position and addressing consumer perceptions of quality and value [4][19][22]. Group 1: Market Dynamics - The down jacket market is entering a competitive phase with brands ramping up marketing efforts, while Xuezhongfei faces controversy over its manufacturing practices [3][4]. - Xuezhongfei has seen a resurgence in popularity due to its high cost-performance ratio, but it struggles with brand identity as it attempts to elevate its market position [4][9]. - The average price of down jackets in China increased from 432 yuan to 656 yuan between 2015 and 2020, reflecting a trend towards higher-end products [12]. Group 2: Brand History and Evolution - Xuezhongfei was established as a sub-brand of Bosideng in 1999, targeting the youth market with a focus on affordability and differentiation from its parent brand [6][7]. - The brand experienced significant decline from 2013 to 2017, with revenues dropping from 2 billion yuan to 20 billion yuan due to market misalignment and inventory issues [7][8]. - In 2023, Xuezhongfei's revenue grew by 65.3% to 2.019 billion yuan, indicating a successful recovery and adaptation to market demands [12]. Group 3: Consumer Behavior and Trends - A shift in consumer sensitivity to pricing has been observed, with the percentage of price-sensitive consumers rising from 20% to 35% [13]. - The increase in raw material costs, particularly for down feathers, has pressured brands to raise prices, complicating their transition to higher-end markets [15]. - The emotional connection of older consumers to traditional brands like Xuezhongfei aids in reducing marketing costs for rebranding efforts [28]. Group 4: Quality and Brand Perception - Recent controversies regarding Xuezhongfei's manufacturing practices have raised questions about the quality of its products, impacting its brand reputation [22][29]. - The brand's attempts to reposition itself in the market are challenged by its historical association with low-cost products, making it difficult to command higher prices [19][22]. - The need for Xuezhongfei to establish a new narrative around quality and value is critical for its long-term success in the competitive landscape [21].