双12羽绒服消费热潮涌动

Core Insights - The rise in popularity of down jackets is highlighted by the "Down Jacket Festival" hosted by Li Jiaqi during the Double 12 shopping event, featuring over 80 links from 35 national brands, indicating significant changes in the down jacket market [1][3] Group 1: Market Dynamics - The live streaming event showcased a competition between classic and emerging domestic brands, with established names like Xuezhongfei and Yalu focusing on value and craftsmanship, while new brands like Mefur and Rizhi gained attention through high fill power and innovative styles [3] - Mefur's long brown down jacket achieved remarkable sales, generating 30 million in a single session, demonstrating the potential for new brands to break into the market [3] Group 2: Consumer Behavior - There is a notable shift in consumer purchasing behavior from brand-driven to parameter-driven, with consumers now comparing key metrics such as down content and fill weight, similar to skincare product research [5] - Different consumer segments are emerging, with northern users preferring thick, windproof parkas, urban professionals favoring lightweight styles, and aesthetic-focused consumers gravitating towards lightweight matte options [5] Group 3: Role of Live Streaming - Leading live streaming platforms have evolved beyond mere sales channels, exemplified by the collaboration between Li Jiaqi's stream and Xuezhongfei, which introduced a high-quality down jacket at a competitive price point, significantly boosting sales and brand innovation [5] - Live streaming is positioned as both a sensor for consumer trends and a catalyst for the revitalization of domestic brands, with a focus on creating transparent and trustworthy consumer dialogues [5]