从300元无真绒，到300元被抢空：羽绒服市场的一个冬季变化

Group 1 - The market consensus has shifted, with consumers now believing that it is nearly impossible to buy a genuine down jacket for under 300 yuan, leading to a psychological barrier around this price point [1][3] - Many consumers have raised their budgets to 500-600 yuan or even 1,000 yuan, while some have chosen to delay purchases for better deals, indicating a compromise due to perceived risks [3][4] - The actual market experience has shown that down jackets priced around 300 yuan have sold out quickly, contradicting the previous belief that such low prices equate to low quality [3][12] Group 2 - The rising prices of down materials have made it logical to label low-priced down jackets as high-risk, with white duck down prices stabilizing between 420-550 yuan per kilogram and white goose down between 840-1,200 yuan [5][4] - Despite higher prices, many consumers have found that jackets over 1,000 yuan often have low fill weights (around 100 grams) and rely on marketing terms like "extreme cold" and "high loft" to justify their prices, leading to disappointment [7][4] - The complexity of down jacket specifications has confused consumers, making it difficult to make informed purchasing decisions, especially with incidents of mislabeling materials [7][4] Group 3 - Warehouse membership stores have gained popularity, with down jackets priced around 300-500 yuan selling out quickly, indicating a shift in consumer trust towards these products [9][12] - The successful sales of down jackets in supermarkets are attributed to their clear specifications, such as 400 grams of fill weight and 80%-90% down content, which align with consumer expectations [11][9] - Supermarkets utilize a short supply chain and low inventory pressure, allowing them to offer down jackets at lower prices while managing risks associated with rising raw material costs [11][12]