国庆长假前还在穿短袖美美计划旅游，国庆长假后回家第一件事却是翻找秋裤。 面对流行在社媒上的"今年的秋天格外短" "今年大概率是个冷冬"等声音，网友们虽然表面上仍能保持淡定，可双手却还是下意识打开了手机，在上面争 相搜索起了羽绒服等御寒装备。 千元羽绒服喜提热销潮 凯乐石、始祖鸟、北面…… 在日渐降低的气温下，各路高价羽绒服也迎来了它们的热销潮。 据媒体报道，10月9日-10月15日，京东上的男女中长款羽绒服成交额同比增长180%，运动羽绒服成交额同比增长4倍，户外羽绒服、运动棉服则同比增长 超3倍。另就淘天而言，除淘宝上售价2378元的北面羽绒服、售价上万元的始祖鸟羽绒夹克速销超9000件、超200件外，天猫部分运动户外品牌也取得了开 卖半小时成交额破亿的好成绩。 具体而言。 目前社交平台上各路消费者对凯乐石、始祖鸟、迪桑特、北面等知名品牌旗下的千元羽绒服普遍呈热议姿态。而明显上涨的商品关注度，不仅让凯乐石旗 下的5000GT羽绒服迅速缺货（截至10月26日13时，凯乐石5000GT XXS码仅乌木灰仍有存货），还催生了以"溢价"为主要导向的商品转卖市场。 仅针对这一现象展开分析，其所反映出的底层逻辑便是消费 ...

Core Viewpoint - The article highlights the rapid growth of the down jacket market in China, driven by a surge in outdoor activities and changing consumer preferences towards high-end outdoor brands, particularly in the context of the recent cold weather and the upcoming Double Eleven shopping festival [4][25]. Market Trends - During the period from October 9 to October 15, the sales of mid-length down jackets for men and women on JD.com increased by 180% year-on-year, while sales of sports down jackets surged fourfold, and outdoor down jackets and sports cotton jackets saw over threefold growth [4]. - On Tmall, several outdoor brands experienced explosive sales, with some products achieving over 100 million yuan in sales within half an hour of launch [4]. Consumer Behavior - The article notes a shift in consumer behavior, with many young consumers purchasing high-end outdoor down jackets not only for their functionality but also for their aesthetic appeal and brand prestige [29][32]. - A significant portion of outdoor users, approximately 60%, spends over 8,000 yuan annually on equipment, indicating a strong willingness to invest in quality outdoor gear [27]. Brand Competition - Traditional down jacket brands like Bosideng are facing competition from emerging domestic outdoor brands such as KAILAS and Arc'teryx, which are increasingly entering the high-end down jacket market [14][19]. - The high-end down jacket market, defined as jackets priced above 1,500 yuan, is projected to account for over 30% of the market share by 2024 [14]. Product Pricing and Sales - High-priced outdoor down jackets are becoming standard among brands, with many products priced above 2,000 yuan selling well on platforms like Tmall [8][12]. - Specific examples include a KAILAS down jacket priced at 4,000 yuan that has seen significant sales, and other brands like DESCENTE and The North Face also reporting strong sales for their high-end products [5][8]. Market Dynamics - The article discusses the increasing presence of outdoor brands in the high-end market, with many traditional brands transitioning to offer premium products to capture a share of this lucrative segment [14][23]. - The competitive landscape is evolving, with brands like Bosideng appointing high-profile designers to enhance their appeal in the high-end market, indicating a strategic shift towards fashion-oriented products [23]. Consumer Insights - Consumers are increasingly valuing the performance and functionality of outdoor down jackets, with many prioritizing these features over price [30]. - The social aspect of outdoor activities is also influencing purchasing decisions, as high-end outdoor gear becomes a status symbol among consumers [32].

以下文章来源于时代财经APP ，作者吴嘉敏 时代财经APP . 聚焦于企业财经新闻，互联网新闻信息服务许可证编号：44120230006 将投中网设为"星标⭐"，第一时间收获最新推送 不玩户外的人也买单。 作者丨 吴嘉敏 编辑丨 周嘉宝 来源丨 时代财经APP 全国多地"速冻式"降温，羽绒服市场行情迅速升温。 据京东近日发布的双11战报，10月9日至10月15日，平台上男女中长款羽绒服成交额同比增长180%；运动羽绒服成交额同比增长4倍，户外羽绒 服、运动棉服同比增长超3倍。 天猫平台部分运动户外品牌同样销售火爆，开卖半小时成交额便迅速破亿。 随着户外市场走热，户外羽绒服产品也成了不少消费者的首选。淘宝平台上，骆驼、伯希和等国产大众户外品牌羽绒服销量达数万件。中高端品牌销售 表现也异常突出。北面一款2378元的羽绒服，销量已破9000件；售价高达万元的始祖鸟羽绒夹克，也卖出了超200件。 除了中产们青睐多年的始祖鸟，同隶属安踏集团的户外品牌迪桑特，以及国产户外品牌凯乐石，在今年冬天，集体涌入高端羽绒服赛道，成为赛道黑 马。 社交平台上，盟可睐Maya、凯乐石5000GT、始祖鸟Cerium SV、迪桑特、北面 ...

Core Insights - The rapid drop in temperature across many regions in China has led to a surge in demand for down jackets, with significant sales growth reported on platforms like JD and Tmall [2][6][9] - High-end outdoor brands are increasingly entering the down jacket market, competing with traditional brands like Bosideng, which has historically dominated this segment [3][9][10] - The outdoor apparel market is expanding, with a notable increase in consumer spending on high-priced down jackets, reflecting a shift in consumer preferences towards functionality and brand prestige [16][23] Sales Performance - JD reported a 180% year-on-year increase in sales for mid-length down jackets from October 9 to October 15, while sports down jackets saw a fourfold increase [2] - Tmall's data shows that several high-priced down jackets, priced above 2000 yuan, are selling well, with some models exceeding 6000 units sold [6][9] - The popularity of high-end down jackets is evident, with brands like North Face and Arc'teryx achieving impressive sales figures, including a North Face jacket priced at 2378 yuan selling over 9000 units [2][6] Market Trends - The high-end down jacket market is becoming increasingly competitive, with domestic brands like KAILAS and Descente gaining traction alongside established international brands [3][11] - The market for high-end down jackets (priced above 1500 yuan) is projected to exceed 30% of the total market share by 2024, indicating a growing consumer appetite for premium products [9] - The rise of outdoor activities in China has led to a broader consumer base, with outdoor apparel becoming a lifestyle choice for many, further driving demand for high-end products [16][23] Consumer Behavior - Consumers are increasingly willing to pay a premium for outdoor brands, valuing functionality, style, and brand image over price alone [17][21][23] - The trend of "weekend warriors" engaging in outdoor activities has created a market for high-performance down jackets that are perceived as essential for safety in extreme conditions [17][20] - Social media influence and the desire for stylish outdoor gear are also contributing to the popularity of high-end down jackets among younger consumers [21][22]