凯乐石陷“涨价门”争议：换名字贵900元，创始人曾称“我们赚得太少”

Core Viewpoint - The well-known domestic outdoor brand Kailas is facing a price increase controversy, with consumers accusing the company of "price gouging" as new products are priced significantly higher than similar previous models [2][19]. Price Increase Controversy - Consumers have reported that the new Alta down jacket is priced at 4,800 yuan, which is 900 yuan more than the similar Kanasi down jacket that was previously priced at 3,900 yuan [5][21]. - A consumer highlighted that a soft shell jacket purchased in 2022 for 319 yuan is now listed at 1,360 yuan, and another jacket that was 399 yuan is now priced at 2,800 yuan, indicating a significant price increase over the years [2][21]. - Kailas's high-end down jackets are now priced higher than most domestic brands, with the most expensive item listed at 13,000 yuan, yet it shows zero sales on e-commerce platforms [2][6][7]. Company Background - Kailas was founded in 2003 by Zhong Chengzhan, who aimed to create a leading outdoor brand in China, inspired by his passion for outdoor sports [23][25]. - The brand initially focused on imitating established brands but later shifted to original designs after several product upgrades [25]. - Zhong Chengzhan has acknowledged that the company is not very efficient and, despite appearing to perform well, it struggles with profitability, which may explain the recent price hikes [2][25]. Marketing and Brand History - Kailas has a controversial history regarding its branding, having previously claimed to be an Australian brand, which has been criticized by consumers [28][30]. - The brand's marketing strategy included promoting a narrative of Australian origins to enhance its appeal, which has been met with skepticism by some consumers [30].