高端羽绒服遇冷，超市平价款走俏，羽绒服市场分化新趋势来了

Group 1 - The winter down jacket market is experiencing a significant transformation, with high-end brands facing declining sales while affordable options from supermarkets are being rapidly sold out [1][3] - International high-end brands such as Moncler and Canada Goose are struggling, with Moncler reporting a revenue of €616 million for the first three quarters of 2025, a 1% year-on-year decline, ending a nine-year streak of double-digit growth [3] - Domestic brand Bosideng reported a revenue of 8.93 billion yuan for the end of September 2025, a growth of only 1.4%, significantly slowing from the previous year's growth rate of around 20% [3] Group 2 - Supermarket brands are gaining popularity due to their high cost-performance ratio, with products like Sam's Club's down jacket priced at 499.9 yuan featuring a filling weight of 400 grams, which is appealing to consumers [3][7] - The rise of supermarket down jackets is attributed to strict quality control and transparent pricing strategies, as seen with brands like Pang Donglai, which offers jackets with a filling weight of 213 grams at competitive prices [7] - The shift in consumer behavior is not merely a "downgrade" in spending; the main buyers of supermarket down jackets are practical consumers aged 30-45 who prioritize functionality over brand prestige [7] Group 3 - The down jacket market is showing a clear trend of differentiation, with the market size expected to reach 250 billion yuan in 2025, growing by 15% from 2024 [9] - The high-end market segment (priced above 2000 yuan) is expected to grow at a rate of 20%, contrasting with the rapid sales of supermarket channels [9] - Brands like Yaya and Xuezhongfei are leveraging their cost-performance advantages to increase sales, while Bosideng has raised its main product prices from around 500 yuan in 2017 to approximately 2000 yuan [9]