2024年中国冬季功能性外套白皮书：无惧风雪，畅享自由出行

Industry Overview - The winter functional outerwear industry in China has shown steady growth in recent years, driven by the popularity of winter sports and outdoor activities. The market is expected to expand further, with the size of the winter functional outerwear market projected to exceed 300 billion RMB by 2025 [5][24] - Down jackets are the core category in the winter functional outerwear market, with a strong growth trend. The market size for down jackets is expected to surpass 250 billion RMB, supported by national policies promoting ice and snow tourism and sports [24] - The consumer base for winter functional outerwear is becoming younger and expanding into lower-tier markets. The demand for professional windproof and waterproof outerwear is increasing, especially among those participating in skiing and other outdoor activities [5][26] Consumer Insights - The target consumer group for winter functional outerwear is primarily composed of young people aged 18-30, with a significant portion residing in lower-tier cities. Over 56% of consumers have children, indicating a growing trend of family-oriented outdoor activities [49][50] - Consumers prioritize functionality, fashion, and cost-effectiveness when purchasing winter functional outerwear. Key factors influencing their decisions include fabric quality, down filling, and price [19][54] - Social media platforms, particularly KOLs (Key Opinion Leaders), play a crucial role in influencing consumer purchasing decisions. KOLs use strategies such as differentiated product selection, multi-scenario marketing, and authentic user experience sharing to drive sales [45][47] Market Trends - The winter functional outerwear market is experiencing a shift towards more diversified and personalized styles. Popular styles include Korean, mountain, and new Chinese aesthetics, reflecting consumers' increasing focus on individuality and fashion [43][44] - The rise of anti-seasonal consumption, particularly the sale of down jackets in summer, has become a significant trend. This strategy, initially aimed at clearing inventory, has evolved into a marketing tool, though it may impact winter sales [32][70] - Technological advancements in materials and design are driving innovation in the industry. Brands are incorporating new materials like graphene and aerogel, as well as smart wearable technologies, to enhance product performance and user experience [70][71] Competitive Landscape - Leading brands such as Bosideng, Moncler, and Snow Flying are focusing on innovation in both functionality and fashion. Bosideng, for example, has integrated advanced materials like Gore-Tex into its down jackets, while Moncler emphasizes creative aesthetics and sustainability [72][75] - Snow Flying has redefined the "windproof and snowproof" standards for down jackets, offering products that combine high functionality with affordability. The brand's focus on multi-scenario wearability and portability has resonated well with consumers [62][77] - SHEIN has revolutionized the industry with its fast-fashion model, leveraging a flexible supply chain to quickly respond to market trends. The brand's ability to produce new styles in as little as 7 days has significantly reduced inventory pressure and increased efficiency [80] Future Outlook - The winter functional outerwear market is expected to continue its growth trajectory, driven by increasing consumer demand for high-quality, versatile, and stylish products. The integration of technology and sustainability will be key factors in shaping the future of the industry [5][70] - As the market becomes more competitive, brands will need to focus on innovation, user-centric design, and effective marketing strategies to maintain their edge. The expansion of winter sports and outdoor activities will further fuel demand for functional outerwear [24][70]