Core Insights - The report indicates that the Chinese outdoor jacket market is expected to reach a scale of 28.7 billion yuan by 2025, with an average annual growth rate of 18.5%, transitioning from rapid growth to a phase of high-quality development [3] - JD.com, in collaboration with the China Textile Commercial Association, has released a white paper to help consumers make informed purchasing decisions regarding outdoor jackets, addressing issues of overpricing and incorrect purchases [1][3] Market Trends - The sales proportion of mid-to-high-end jackets priced over 2,000 yuan on JD.com is 17%, indicating a clear trend of consumption upgrading [5] - Over 60% of consumers choose outdoor jackets for light sports and urban commuting, expanding their use from professional outdoor gear to everyday wear suitable for both urban and rural settings [5] - First-tier cities remain the primary consumers of outdoor jackets, while third and fourth-tier cities are experiencing faster growth rates [5] Consumer Demographics - The consumer profile is becoming more refined, with hardcore outdoor users prioritizing professional performance, urban commuters focusing on functionality and style, and quality-conscious consumers willing to pay a premium for sustainable materials and brand values [7] Purchasing Guidance - The white paper provides a guide for consumers to match outdoor jackets to their needs, distinguishing between "hard shell" jackets, which are waterproof and windproof, and "soft shell" jackets, which emphasize breathability and warmth [8] - Notable products include high-cost performance options like the graphene soft shell jacket and professional outdoor jackets designed for extreme conditions [8][10] Fabric Innovations - International fabrics like GORE-TEX PRO set the standard for extreme conditions, while domestic brands like Anta are gaining traction with high cost-performance and lightweight designs [10] Quality Assurance Initiatives - JD.com has launched the JD Fashion label to ensure high-quality winter apparel, covering key categories such as outdoor jackets and down jackets, aiming to provide consumers with a reliable shopping experience [12]