旧款换名涨价900元？知名品牌惹争议

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 [1][3][5]. Group 1: Product Comparison and Consumer Reactions - Kailas has removed the Kanas down jacket from its online store, replacing it with the Alta down jacket, which has a price increase from 3900 yuan to 4800 yuan despite having nearly identical design and specifications [1][3]. - Consumers have expressed confusion and frustration over the price difference, with some stating that the product quality remains unchanged while the name change has led to a significant price hike [5][9]. - Customer service representatives claim that the new model has slight differences, including a 20g increase in filling, but evidence suggests that the core parameters remain the same [5][9]. Group 2: Pricing Trends and Market Position - Data from Magic Mirror indicates that Kailas's average product price has increased by 63.3% to 963 yuan from April 2023 to March 2024, approaching the price range of international top outdoor brands [3][12]. - The trend of rising prices is not unique to Kailas, as other domestic brands have also seen significant price increases, with average prices rising between 25% to 65% over the past year [12][13]. - The shift towards higher pricing is part of a broader industry trend where mid to high-end products are increasingly favored by consumers, with sales of products priced above 1000 yuan growing significantly [13]. Group 3: Brand Strategy and Consumer Perception - Kailas, founded in 2003, has transitioned from a cost-effective outdoor brand to a high-end professional outdoor brand since 2020, reflecting a strategic shift in its pricing approach [10][12]. - Experts suggest that rising costs of materials and a shift in consumer identity towards outdoor lifestyles are driving this pricing strategy, as brands seek to establish a professional image [13][14]. - Despite the price increases, some consumers remain skeptical about the brand's value proposition, questioning whether higher prices equate to higher quality, especially if innovation is lacking [14].