3 6 Ke·2026-01-11 06:58Core Viewpoint - The luxury down jacket market is experiencing a decline, with brands like Canada Goose and Moncler showing significant drops in revenue growth and market value, indicating a shift in consumer preferences towards more affordable options [1][11][36]. Group 1: Market Trends - Canada Goose's revenue growth is projected to plummet from 21.54% to 1.1% between fiscal years 2022 and 2025, with its market value decreasing by over 44 billion RMB [1]. - Moncler has also reported a decline in revenue for the third quarter of 2025, ending a nine-year streak of double-digit growth [1]. - The average price of domestic down jackets in 2023 has reached 881 RMB, reflecting a trend of increasing prices across the market [11]. Group 2: Consumer Behavior - Consumers are increasingly turning to supermarkets for down jackets, with brands like Costco and Sam's Club offering competitive prices, such as 256 RMB for a jacket at Fat Donglai and 499 RMB for a long jacket at Sam's Club, which has sold out nationwide [6][17][19]. - A significant portion of consumers, 61%, now prioritize value over impulse buying, indicating a shift towards more rational purchasing decisions [36][40]. Group 3: Product Features and Quality - Supermarket down jackets are gaining popularity due to their transparent pricing and quality assurance, with brands like Fat Donglai providing detailed cost breakdowns and third-party quality reports [33]. - The rise of "parameter-conscious" consumers has led to a demand for clear specifications regarding down jacket features, such as fill power and material quality, which supermarkets are meeting effectively [23][25]. Group 4: Competitive Landscape - The success of supermarket down jackets highlights a broader trend where traditional luxury brands are losing market share to more affordable and transparent alternatives [36][40]. - The down jacket market is seeing a shift where consumers are less willing to pay for high-end branding and are instead opting for practical, cost-effective options that meet their basic needs [42][46].