品牌开卷，300块的羽绒服为什么好卖？

Core Viewpoint - The article discusses the surprising popularity of down jackets priced under 300 yuan, despite rising raw material costs, highlighting a shift in consumer behavior towards affordable options in the winter clothing market [1][4]. Group 1: Market Trends - Down jacket raw material prices have reached a 12-year high, yet jackets under 300 yuan are leading in sales on platforms like Taobao and Douyin [1]. - The top-selling down jackets on Taobao include brands like Bosideng and Xuezhongfei, with three out of the top five priced below 300 yuan [1][2]. - The majority of consumers do not require high-end warmth, as about 60% of China's population lives in regions with average winter temperatures above 0°C [4][6]. Group 2: Consumer Behavior - Most consumers lack the expertise to assess down jacket quality, with over 60% unable to judge warmth performance, making price and brand recognition key factors in purchasing decisions [6][9]. - During summer sales, consumers tend to buy higher-priced jackets at discounts, viewing them as investments, while winter purchases focus on basic survival needs, favoring lower-priced options [9][19]. Group 3: Competitive Strategies - Brands competing in the under-300 yuan segment focus on scale rather than high margins, with even a small profit per jacket leading to significant overall earnings through high sales volume [9][13]. - Brands emphasize high fill power and down content in their marketing, often claiming competitive specifications against higher-priced brands [13][14]. - Celebrity endorsements play a crucial role in building trust for affordable down jackets, with brands like Yaya and Xuezhongfei using well-known figures to alleviate concerns about quality [14][19]. Group 4: Product Innovation - The introduction of hybrid products, such as three-in-one jackets that combine down jackets with outer shells, enhances perceived value and versatility for consumers [16]. - Brands like Semir are leveraging unique marketing strategies, such as humorous advertising, to capture attention in the competitive down jacket market [17][19]. Group 5: Conclusion - The discussion around whether genuine down jackets can be purchased for under 300 yuan reflects a broader trend of rational consumer demand, where affordability does not equate to low quality [19].