中产羽绒服“高价围城”，两千元是门槛还是困局开端？

Group 1 - The core point of the article highlights that the price of down jackets has collectively crossed the 2000 yuan mark, raising concerns about affordability among consumers [3][4][6] - The acceptance of the 2000 yuan price point is notably higher among the post-90s generation, while the high-end market (2500 yuan and above) is dominated by the post-85s, indicating a shift in consumer behavior towards mid to high-end brands [3][4] - Major brands like Bosideng, The North Face, and Descente have set their starting prices at 2000 yuan, with some models exceeding 3000-4000 yuan, reflecting a broader trend of price increases in the down jacket market [3][9] Group 2 - Rising costs, particularly in the supply chain for down feathers, have provided a "reasonable" justification for price increases, as factors like feed prices and farming costs have surged, impacting the overall cost of down jackets [6][8] - High-end brands such as Moncler and Canada Goose have successfully established a consumer mindset that associates down jackets with high prices, leveraging brand marketing and positioning to target high-income consumers [8][9] - Despite the rising prices, consumer sentiment is shifting towards practicality and value, with a growing skepticism towards high-priced down jackets that do not offer significant advantages over lower-priced alternatives [11][13] Group 3 - The market for winter apparel has diversified, challenging the dominance of down jackets, as alternatives like wool coats and insulated jackets are gaining traction, leading to increased competition [13] - Consumers are becoming more discerning, rejecting unreasonable price premiums, which may push the down jacket industry towards healthier and more rational pricing strategies [13]