Core Insights - The surge in popularity of outdoor jackets, particularly the "冲锋衣" (tactical jackets), among young consumers in urban areas is attributed to their practicality and style, making them a staple for the working class and students [2][4][6]. Market Performance - Sales data from JD.com indicates that from October 9 to October 20, the transaction volume for over 50 sports categories, including tactical jackets, saw a double-digit year-on-year growth [2]. - A specific brand's tactical jacket achieved over 10,000 sales within just 18 days of its launch, while another brand's live-streaming sales on Douyin increased by 208% during the same period [2]. Consumer Trends - The market for tactical jackets is projected to grow significantly, with a report predicting a 233.6% growth rate by 2025 [5]. - Female consumers now represent 56.9% of the tactical jacket market, indicating a shift in consumer demographics [5]. Brand Analysis - The brand "骆驼" (Camel) holds a 5.5% market share in the outdoor apparel sector, with retail sales reaching 5.6 billion yuan. It has been the global sales leader in tactical jackets for five consecutive years [8]. - The brand's marketing strategy has successfully attracted younger consumers by associating its products with popular culture and appealing imagery, moving away from its previous image as a "dad brand" [9][13]. Competitive Landscape - The tactical jacket market is characterized by a preference for products priced around 500 yuan, which accounts for 51.4% of the market share and over 6 billion yuan in sales [5][6]. - As the market matures, brands like "骆驼" face the challenge of maintaining brand image and consumer loyalty amidst growing competition and evolving consumer expectations regarding product performance [13].
被嘲土气的冲锋衣 ，能帮骆驼重回户外神坛吗？
3 6 Ke·2025-11-05 12:11