这场争议并非个例。魔镜数据显示，2023年4月至2024年3月，凯乐石产品均价同比上涨63.3%至963元，已接近国际一线户外品牌价格带。这一变化也引 发消费者两极评价：社交平台的评论区既有"以前没钱买凯乐石，现在没钱买凯乐石"的调侃，但也有专业户外爱好者为品牌性能升级辩护。 当曾经的户外"平替优等生"集体向高端市场突围，"换名涨价"的操作是否站得住脚？国产户外品牌的高端化之路，究竟该依托产品力突围，还是依赖营销 噱头造势？ 凯乐石羽绒服陷"换名涨价"争议 "双旦礼遇季想给老公买件凯乐石羽绒服，结果上个月看好的喀纳斯系列下架了，店铺里款式几乎一样的阿尔塔系列上架，价格却从3900元涨到4800 元。"消费者白女士向记者吐槽，她逐一对比两款产品的面料、版型甚至男款配色，均未发现明显差异，"平白涨了900元，实在让人费解。" 这样的质疑在社交平台上持续发酵：有网友晒出此前购买喀纳斯羽绒服的订单截图，叠加优惠券后到手价仅3820元，如今该款式已全面下架；原本计划入 手的消费者直言，"产品本身没毛病，但换个名字就涨价，性价比瞬间大打折扣。" | 001 = .. | | | | | | | | | | | | | | ...

据南方都市报报道，近日多位消费者在社交平台发声质疑：凯乐石两款外观、核心参数几乎一致的羽绒 服产品，新款相较于旧款售价上涨900元，引发"换名涨价"争议。 这场争议并非个例。魔镜数据显示，2023年4月至2024年3月，凯乐石产品均价同比上涨63.3%至963 元，已接近国际一线户外品牌价格带。这一变化也引发消费者两极评价：社交平台的评论区既有"以前 没钱买凯乐石，现在没钱买凯乐石"的调侃，但也有专业户外爱好者为品牌性能升级辩护。 当曾经的户外"平替优等生"集体向高端市场突围，"换名涨价"的操作是否站得住脚？国产户外品牌的高 端化之路，究竟该依托产品力突围，还是依赖营销噱头造势？ 凯乐石羽绒服陷"换名涨价"争议 "双旦礼遇季想给老公买件凯乐石羽绒服，结果上个月看好的喀纳斯系列下架了，店铺里款式几乎一样 的阿尔塔系列上架，价格却从3900元涨到4800元。"消费者白女士向南都·湾财社记者吐槽，她逐一对比 两款产品的面料、版型甚至男款配色，均未发现明显差异，"平白涨了900元，实在让人费解。" 这样的质疑在社交平台上持续发酵：有网友晒出此前购买喀纳斯羽绒服的订单截图，叠加优惠券后到手 价仅3820元，如今该款式已 ...

据南方都市报报道，近日多位消费者在社交平台发声质疑： 凯乐石 两款外观、核心参数几乎一致的羽绒服产品，新款相较于旧款售价上涨 900元，引发"换名涨价"争议。 具体来看， 凯乐石目前已在网店下架的喀纳斯羽绒服，与新推出的阿尔塔羽绒服外形设计高度相似，核心材料、充绒量等关键配置近乎一 致，仅产品名称不同，官方原价却相差900元。 有消费者直言"换个名字就涨价"，对价差合理性提出强烈质疑。 针对这一"同款不同名，价差近千元"的争议，南都·湾财社记者已向凯乐石品牌发去采访函，截至发稿尚未收到回复。 凯乐石客服人员则表 示， 两款羽绒服"款式类似"，细节存在些许差异，但面料与填充物完全一致。 这场争议并非个例。魔镜数据显示，2023年4月至2024年3月，凯乐石产品均价同比上涨63.3%至963元，已接近国际一线户外品牌价格 带。这一变化也引发消费者两极评价：社交平台的评论区既有"以前没钱买凯乐石，现在没钱买凯乐石"的调侃，但也有专业户外爱好者为 品牌性能升级辩护。 当曾经的户外"平替优等生"集体向高端市场突围，"换名涨价"的操作是否站得住脚？国产户外品牌的高端化之路，究竟该依托产品力突 围，还是依赖营销噱头造势？ ...

南都湾财社记者注意到，近日多位消费者在社交平台发声质疑：凯乐石两款外观、核心参数几乎一致的 羽绒服产品，新款相较于旧款售价上涨900元，引发"换名涨价"争议。 具体来看，凯乐石目前已在网店下架的喀纳斯羽绒服，与新推出的阿尔塔羽绒服外形设计高度相似，核 心材料、充绒量等关键配置近乎一致，仅产品名称不同，官方原价却相差900元。有消费者直言"换个名 字就涨价"，对价差合理性提出强烈质疑。 针对这一"同款不同名，价差近千元"的争议，南都湾财社记者已向凯乐石品牌发去采访函，截至发稿尚 未收到回复。凯乐石客服人员则表示，两款羽绒服"款式类似"，细节存在些许差异，但面料与填充物完 全一致。 这场争议并非个例。魔镜数据显示，2023年4月至2024年3月，凯乐石产品均价同比上涨63.3%至963 元，已接近国际一线户外品牌价格带。这一变化也引发消费者两极评价：社交平台的评论区既有"以前 没钱买凯乐石，现在没钱买凯乐石"的调侃，但也有专业户外爱好者为品牌性能升级辩护。当曾经的户 外"平替优等生"集体向高端市场突围，"换名涨价"的操作是否站得住脚？国产户外品牌的高端化之路， 究竟该依托产品力突围，还是依赖营销噱头造势？ 凯乐石 ...

Core Insights - The outdoor consumption upgrade trend in China has led to domestic brands like Kailas entering the same price range as international brands, indicating a shift in market dynamics [1][3][4] - Kailas has seen significant sales growth despite price increases, with core products like jackets and shoes achieving substantial revenue growth [1][3] - The Chinese outdoor equipment market is projected to reach 872 billion yuan in 2023, with expectations to exceed 1 trillion yuan by 2028, highlighting the potential for domestic brands [3][4] Pricing Strategy - Kailas has transitioned from a cost-effective strategy to a focus on high-quality, high-performance products, aligning with market demand for premium offerings [6][9] - The average price of top domestic brands has increased by 25% to 65% over the past year, reflecting a collective upward pricing trend in the industry [1][3] Market Positioning - Domestic brands are moving away from being labeled as "alternatives" to international brands, aiming for a more premium market position [2][7] - The shift towards high-end products is seen as a strategic necessity for domestic brands to compete effectively in the evolving market landscape [7][12] Consumer Behavior - There is a growing acceptance among consumers for higher-priced domestic products, as evidenced by the strong sales of Kailas's new products despite consumer complaints about rising prices [1][11] - The introduction of high-quality materials like GORE-TEX has allowed domestic brands to compete on a similar level with established international brands [9][11] Industry Trends - The Chinese outdoor market is still in its early stages compared to developed countries, with a penetration rate of only 2% [3] - The government's push for high-quality outdoor sports destinations and support for local brands is expected to enhance the competitive landscape for domestic companies [12][14] Competitive Landscape - International brands are also expanding their product lines, with companies like Arc'teryx focusing on footwear as a key growth area [14] - The emergence of counterfeit products in the market indicates the growing recognition and competition faced by domestic brands like Kailas [11]