高梵放慢高端化脚步

Core Insights - The article discusses the evolving strategy of the domestic down jacket brand, Gaofang, as it navigates the competitive landscape during the autumn and winter seasons, particularly in light of the upcoming Double Eleven shopping festival [1][2]. Company Strategy - Gaofang has shifted its focus from emphasizing high-end positioning to maintaining market share within a more accessible price range, primarily targeting products priced at 2000 yuan and below [4][5]. - The brand's founder, Wu Kunming, stated that occupying high-end retail spaces is a priority for Gaofang in 2025, with plans to launch products priced between 3000 yuan and 5000 yuan aimed at male consumers [2][6]. - Gaofang's product strategy includes expanding its offerings beyond down jackets to include seasonal apparel and children's clothing, indicating a diversification approach to attract a broader customer base [5][6]. Market Positioning - Gaofang aims to compete with international luxury brands like Moncler and Canada Goose, but acknowledges the challenges in building brand equity and consumer perception [1][7]. - The brand's core customer demographic consists of quality-seeking "refined women," with a significant portion of its online consumers aged between 31 and 40, predominantly female [7][9]. - The company has recently engaged younger celebrities as brand ambassadors to enhance its appeal among younger consumers, which has resulted in significant sales boosts [7][9]. Competitive Landscape - The down jacket market is becoming increasingly competitive, with other brands also targeting the 2000 yuan price segment, which could impact Gaofang's market share [9][10]. - Despite Gaofang's efforts to position itself as a high-quality alternative to luxury brands, it faces challenges in consumer perception due to its initial emphasis on value for money [10][11]. - The brand's strategy to maintain a stable pricing structure in response to market trends reflects a pragmatic approach to current consumer behavior [9][10].