30%涨幅与近90亿销售额？一文看完2025运动羽绒服市场分析→

Core Insights - The market for sports down jackets in the Taobao ecosystem is projected to grow nearly 30% in both sales volume and revenue in 2025, driven by a shift in consumer preferences towards functionality and scenario-based products [1][3]. Sales Performance - During the period from January to December 2025, sales volume of sports down jackets exceeded 10 million units, with revenue approaching 9 billion yuan, and an average price of approximately 874 yuan [3]. - Compared to traditional down jackets for men and women, which saw a decline of around 20% in both sales volume and revenue, the sports down jacket segment is experiencing robust growth [3][5]. Market Trends - The traditional down jacket market is becoming saturated, leading to a structural upgrade towards more functional and experience-enhanced sports down jackets, which are capturing market share from traditional products [5][19]. - The peak sales period for sports down jackets on Taobao and Tmall occurs from October to January, aligning with seasonal consumption patterns [5]. Price Segment Analysis - The price segment analysis of the top 500 best-selling sports down jackets indicates that products priced above 1500 yuan are emerging as a significant growth area, with a sales volume increase of over 40% [6][7]. - Brands are focusing on price segments between 1000-1500 yuan and 800-900 yuan to establish brand innovation and expand market coverage [8]. Brand Competition - Leading brands such as ADIDAS, Li Ning, ANTA, FILA, and Lululemon dominate the market, with the top five brands accounting for over 56% of sales volume and more than 63% of revenue [8][9]. - Lululemon's Wunder Puff series has shown strong performance, indicating consumer preference for specific styles and functionalities [10]. New Product Launch Trends - New product launches are concentrated from September to January, with a significant spike in October, likely influenced by major shopping events like Double Eleven [13]. - Tmall holds a dominant position in new product releases, accounting for 74.65% of new launches, with a year-on-year increase of nearly 19% [10]. Consumer Insights - Consumer feedback highlights key areas for improvement, particularly in purchasing decisions, value perception, and product quality, with a notable 29.51% of negative comments related to odor issues [15][19]. - The highest satisfaction is reported in outdoor scenarios, suggesting that specialized functional performance is recognized by consumers [19]. Future Outlook - The 2026 market for sports down jackets is expected to favor brands that can accurately identify niche demands and provide quality and innovative designs [21]. - Emphasis on scenario-driven marketing, differentiated positioning, and enhanced user experience will be crucial for brands aiming to thrive in a competitive landscape [21].