商业世界喜欢讲消费升级的故事，盟可睐和加拿大鹅动辄上万块的价格总是被拿来论证中产阶级的身份焦虑。但当你把目光从CBD的写字楼挪开，会发 现羽绒服的尽头是300块。 最近，羽绒原料价格飙升到十二年以来的历史高位，不少网友还在讨论300元以内到底能不能买到真羽绒的时候，淘宝和抖音的榜单却给出了一个反直觉 的答案：300元以下的羽绒服，不仅没死，而且销量居然遥遥领先。 打开淘宝我们会发现，销量排名前5的羽绒服爆款，有3件都低于300元。在天猫双11服饰销量排行榜上，波司登、雪中飞、鸭鸭这几个专业羽绒服品牌， 店内销量排名第一的羽绒服全都低于300元。 鸭鸭成立于1972年，波司登成立于1976年，雪中飞稍晚，成立于1999年，300元以内你不仅能买到羽绒服，还是几十年的老牌国货。"老"一点都不耽误他 们卷，他们在300元以内这个价格带卷参数、卷营销、卷价格，甚至除了这些老品牌之外，还有一堆服饰品牌正在加入300元以内的羽绒服战场。 300块的羽绒服为什么好卖？ 在羽绒服的鄙视链里，大家普遍认为万元以上卖的是Logo和社交货币，千元以上卖的是设计和品牌背后的品质保证，300元以下，是否填充了真羽绒都要 被反复拷问，压 ...

Core Insights - The price of down jackets in China has been steadily increasing, with average prices rising from 438.6 yuan in 2015 to 656 yuan in 2020, and currently ranging from 500 to 800 yuan in 2023 [2] - The cost of down materials has surged significantly, with white duck down prices increasing from approximately 350 yuan/kg to 500 yuan/kg, and white goose down from 700 yuan/kg to 1100 yuan/kg from January 2023 to November 2024 [3][8] - The market share of down jackets priced between 1000 to 2000 yuan has notably increased, reflecting a shift towards higher-priced products [2] Price Trends - The average selling price of down jackets is projected to rise again in 2024, with various price segments seeing increased market share [2] - The price of down materials has been influenced by a decrease in supply due to lower demand for duck and goose meat, resulting in a 12.2% decline in the compound annual growth rate of meat duck output over the past five years [5][6] Industry Dynamics - The implementation of new national standards for clothing has raised production costs and reduced the quantity of down available, further driving up prices [6] - Brands like Bosideng have successfully transitioned to a higher-end market by increasing prices and enhancing brand image, leading to significant revenue growth [9][10] Consumer Behavior - There is a growing consumer sentiment against brand markups, as evidenced by discussions on social media platforms regarding the value of domestic brands compared to international ones [12] - The competitive landscape is shifting, with domestic brands gaining market share in the mid to high-end segments, while international brands maintain high premiums [10][12] Market Outlook - Predictions suggest that extreme cold weather this winter could further elevate down jacket prices [7] - The balance between brand value and cost-effectiveness is becoming increasingly important for both consumers and brands in the current market [13]