凯乐石“换名涨价”引争议，旧款换名涨900元？客服回应

Core Viewpoint - The recent controversy surrounding Kailas's price increase of 900 yuan for a new down jacket model, which has similar specifications to an older model, has sparked consumer outrage and raised questions about the brand's pricing strategy and market positioning [1][2][4]. Group 1: Price Controversy - Consumers have expressed strong dissatisfaction over the price increase of the new Alta down jacket compared to the discontinued Kanas model, which has nearly identical features [1][2]. - Kailas's customer service claims that the new model has slight differences, including a minor increase in fill weight, but this assertion lacks supporting data [2][3]. - The average price of Kailas products has risen by 63.3% year-on-year, reaching 963 yuan, aligning with international premium outdoor brands [6]. Group 2: Market Positioning and Brand Strategy - Kailas, founded in 2003, has shifted its strategy from being a cost-effective alternative for outdoor enthusiasts to positioning itself as a high-end professional outdoor brand since 2020 [5]. - The increase in prices is part of a broader industry trend, with many domestic brands experiencing similar price hikes, indicating a shift towards higher-end market segments [6]. - The rise in prices is driven by increased costs of materials and a strategic shift towards branding that emphasizes identity and status among consumers [6]. Group 3: Consumer Perception and Brand Value - Despite the price increases, some consumers question the value proposition of Kailas, suggesting that higher prices do not necessarily equate to higher quality or brand prestige compared to competitors [7]. - There is a concern that relying solely on marketing and price increases without substantial product innovation could undermine consumer trust and lead to market saturation [7]. - Kailas has seen significant sales performance, ranking fifth in Tmall's outdoor brand sales during the recent "Double 11" shopping festival, indicating that consumer demand remains strong despite the controversies [8].