Core Insights - The luxury brand Canada Goose, once a symbol of status and taste, is facing significant challenges as consumers shift towards more affordable options, leading to a "consumption mindset earthquake" in the down jacket market [3][4] - Middle-class consumers are tightening their wallets and questioning the premium pricing of brands, indicating a collective demystification of brand value [3][4] Group 1: Market Dynamics - Canada Goose's revenue growth is projected to plummet from 21.54% in 2022 to just 1.1% by 2025, with its market value shrinking by over 44 billion RMB [4] - The brand's decline is attributed to a shift in consumer behavior, where high prices for winter wear are no longer justifiable, prompting many to turn to supermarkets for affordable alternatives [4][5] Group 2: Consumer Behavior - Consumers are increasingly valuing practicality and cost-effectiveness over brand prestige, with many opting for jackets priced around 499 RMB that offer similar warmth and quality [6][7] - The trend reflects a broader change in consumer priorities, where spending is focused on essential needs and experiences rather than luxury items [7][8] Group 3: Industry Trends - The success of supermarket down jackets highlights a critical pain point in traditional retail, emphasizing transparency in product specifications such as down content and fill weight, which undermines the premium pricing model [8][9] - The shift towards value-driven purchasing is not limited to down jackets; it signals a structural change in consumer preferences across various sectors, including fashion and everyday goods [9][10] Group 4: Future Outlook - Emerging trends include the popularity of "college down jackets" and functional workwear, which prioritize utility and affordability over brand prestige [10][11] - Domestic brands like Bosideng are regaining market share by focusing on quality and technological upgrades, appealing to consumers who are increasingly discerning about value [11]