Core Insights - The article discusses the rising popularity and debate surrounding polyester fiber, highlighting its perception as both a low-cost material and a functional, practical choice in fashion [1][3] - It emphasizes the disparity in pricing for garments made from polyester, ranging from hundreds to thousands of yuan, and the underlying factors influencing this pricing structure [1][3] Group 1: Cost Structure and Material Quality - Polyester, known as "涤纶," has evolved into a high-performance material through chemical modification and innovation, offering various properties such as wrinkle resistance, quick-drying, and durability [3] - Despite having the same chemical composition, the cost of polyester varies significantly due to different technological layers and processing methods, with regular polyester priced around 6507 yuan per ton, while high-end functional composites can cost significantly more [3] - The processing stages, including treatments for water resistance and UV protection, greatly affect the final cost, leading to a wide range of pricing even for products labeled as "polyester" [3] Group 2: Brand Value and Consumer Perception - The ability of high-end brands to capitalize on their intangible assets is a key reason for the price differences, as they have successfully marketed polyester as a "high-tech functional material" linked to lifestyle narratives [4] - Low-end brands often struggle with product definition and originality, leading to homogenization and price competition, which diminishes their market position [4] - Consumer trust has been impacted by past instances of low-quality recycled materials, creating skepticism about brand claims regarding functionality, which has affected the overall credibility of the polyester category [4] Group 3: Brand Narrative and Consumer Engagement - To reshape consumer perceptions, brands must transition from selling materials to selling value, focusing on storytelling that resonates with users [5] - Brands should highlight unique advantages and connect their products to specific life scenarios, moving away from generic "black technology" claims [6] - There is a need for deeper user insights and collaboration with designers and communities to create products that address specific pain points, thus supporting justified brand premiums [8] - Establishing a transparent and sustainable trust loop is crucial, with brands encouraged to open their supply chains and engage consumers in the creation and testing of materials [9]
都用聚酯纤维，为啥有的卖几十，有的卖几千？
3 6 Ke·2026-01-07 09:46