旧款换名涨价900元？知名品牌惹争议

Core Viewpoint - The article discusses the controversy surrounding Kailas, a Chinese outdoor brand, regarding the price increase of a new down jacket model compared to an older model with similar specifications, raising questions about the brand's pricing strategy and market positioning [2][4][10]. Price Controversy - Consumers have raised concerns about the price difference of 900 yuan between the old Kanas down jacket and the new Alta down jacket, which have nearly identical designs and specifications [2][5]. - Kailas customer service acknowledged that while the two jackets are similar, there are minor differences, but the core materials and fill weight are the same [4][9]. Price Trends - Data from Magic Mirror indicates that from April 2023 to March 2024, the average price of Kailas products increased by 63.3% to 963 yuan, approaching the price range of international top outdoor brands [4][14]. - The price increase is part of a broader trend among domestic outdoor brands, with several brands experiencing price hikes of 25% to 65% over the past year [14]. Market Positioning - Kailas, founded in 2003, initially targeted cost-conscious outdoor enthusiasts but has shifted its strategy towards becoming a high-end professional outdoor brand since 2020 [11]. - The brand's recent pricing strategy reflects a shift from being a "cost-effective alternative" to a "symbol of identity" for consumers seeking premium outdoor products [14]. Consumer Reactions - Consumer feedback is polarized, with some expressing frustration over the perceived unjustified price increase, while others defend the brand's quality improvements [4][10]. - The article highlights that while some consumers are willing to pay more for perceived quality, there are concerns about the sustainability of this pricing strategy without corresponding product innovation [16]. Sales Performance - Despite the controversies, Kailas has seen strong sales performance, ranking fifth in Tmall's outdoor brand sales during the recent "Double 11" shopping festival and achieving over 100 million yuan in sales on Douyin [16].