抖音官方店铺仅卖1件？雷军亲自穿上身的国货羽绒服品牌高梵困于高端化，创始人明确“2025再提价”遭客服打脸？

Core Viewpoint - The domestic down jacket brand Gaofan has recently completed a financing round led by Shunwei Capital, owned by Lei Jun, which has significantly increased the brand's visibility [2][5]. Group 1: Company Overview - Gaofan was founded in 2004 by Wu Kunming, who previously represented several well-known down jacket brands before establishing his own [3]. - The brand has undergone multiple transformations, focusing on high-end goose down jackets priced around 2000 yuan, and has rapidly grown through live e-commerce channels [3][5]. - Gaofan's marketing strategy includes high-profile endorsements from celebrities and business leaders, contributing to its brand exposure [3]. Group 2: Financial Performance - Gaofan's GMV exceeded 5 billion yuan across all platforms last year, with Douyin contributing approximately 17 billion yuan in 2023 [5]. - The brand has completed multiple financing rounds from various consumer funds and industry capital between 2022 and 2024 [5]. Group 3: Quality Concerns - Despite its popularity, Gaofan faces significant quality complaints, with issues such as thin outer fabric, uneven down filling, and delayed shipping times reported by consumers [6][8][9]. - The brand has received nearly 500 complaints on the Black Cat Complaint platform, indicating widespread dissatisfaction with product quality [8]. Group 4: Challenges in Premium Positioning - Gaofan's strategy to move into higher price ranges (3000-5000 yuan) appears to be facing obstacles, as its main sales still come from products priced between 1300-2000 yuan [10][13]. - The highest-priced product, a "black gold goose down jacket," has seen poor sales, with only 1 unit sold on Douyin [11]. - The brand's attempts to establish itself in high-end markets, including participation in Paris Fashion Week, have not yet translated into significant sales growth in the premium segment [10][11]. Group 5: Future Outlook - Wu Kunming has announced plans to increase prices and expand the product line by 2025, but recent customer service responses indicate that prices have remained stable over the past year [10][13]. - Experts suggest that Gaofan must shift from a sales-driven approach to a brand-focused strategy to achieve sustainable growth and become a true high-end brand [13].