Investment Rating - The report emphasizes the need for a shift towards "genuine down, genuine quality" in the down jacket industry, indicating a positive outlook for companies adhering to these standards [3]. Core Insights - The down jacket market is experiencing steady growth, with online sales volume increasing by 18% and sales revenue by 14% year-on-year for the 2024 autumn and winter season [8][9]. - There is a significant rise in social media discussions around keywords like "lightweight" and "goose down," reflecting changing consumer preferences [10]. - The report highlights the importance of understanding down jacket quality indicators such as filling type, down content, and loftiness to ensure consumer safety and satisfaction [21][30]. Summary by Sections Market Overview - The down jacket market is transitioning from a focus on "warmth" to "light warmth," with a notable increase in sales and social media engagement [8][10]. - Key brands like Bosideng and Duck Duck are gaining consumer attention due to their quality offerings [13]. Knowledge Manual - The report outlines the core principles of down jacket warmth, emphasizing the interplay of down quality, fabric technology, and design [28][30]. - Important factors affecting warmth include filling type, down content, loftiness, and overall garment design [29][30]. Purchasing Guide - The report provides a detailed purchasing guide based on different temperature ranges, recommending specific down content and filling amounts for optimal warmth [62][126]. - It categorizes down jackets into various standards to assist consumers in making informed choices based on their regional climate [129][132]. New Standards - JD.com has established a new standard for down jackets, focusing on warmth performance and quality grading to enhance consumer trust [3][122]. - The report aims to create a transparent and authoritative purchasing guide for consumers, promoting a "quality awakening" in the down jacket market [3][122].