Core Viewpoint - The reputation of Li Jiaqi's live streaming sales is declining as consumers perceive prices to be higher than official store prices, leading to complaints and dissatisfaction [2][3][5]. Price Comparison Issues - Consumers have reported instances where products in Li Jiaqi's live stream are more expensive than in official stores, such as an eye protection lamp priced at 421 yuan in the live stream compared to 417 yuan in the official store [2][7]. - A heated discussion has emerged regarding the phenomenon of pre-sale prices being higher than current prices, with examples including a face mask pre-sale price of 308 yuan while the current price is only 291 yuan [14][16]. Consumer Complaints - The complaint volume related to Li Jiaqi on the Black Cat platform reached 19,774, significantly higher than other influencers, indicating a growing consumer dissatisfaction [9]. - Consumers have expressed frustration over unexpected price discrepancies during the purchasing process, with some reporting that the final payment was much higher than initially indicated [11][17]. Market Dynamics - The decline in Li Jiaqi's price competitiveness reflects a broader trend in the live streaming e-commerce industry, where the myth of "lowest prices" is being challenged as influencers face increased costs and reduced bargaining power [17]. - Industry analysts suggest that the pre-sale model still holds value for businesses, as it helps in forecasting demand and securing cash flow, but it must be transparent to enhance consumer experience [18].

Core Insights - Camel has been awarded three market position confirmations by iiMedia Research, including "2024 National Sales Leader in Outdoor Down Jackets," "Cumulative National Sales Leader in Outdoor Down Jackets from 2019 to 2024," and "Pioneer of Water-Repellent Down Jackets" [1][4]. Industry Trends - The outdoor down jacket market is undergoing significant transformation driven by the rise of outdoor activities and the Z generation becoming the main consumer force, shifting consumer preferences from "bulky warmth" to "lightweight fashion" and from "single cold protection" to "multi-scenario adaptability" [3][4]. - According to iiMedia Research, 81.7% of consumers consider down jackets a "winter essential," with 59.5% preferring well-known domestic brands. Additionally, 60% of consumers have a budget preference between 238-1120 yuan [3][4]. Consumer Behavior - There is a dual trend of the rise of domestic brands and rational consumer spending, with consumers expecting domestic brands to break the "low-price stereotype" while rejecting "brand premium" pricing, leading to a strong demand for "high cost-performance and solid quality" [4][6]. Company Innovations - Camel has focused on technological innovation and product quality since its establishment in 1930, addressing the traditional down jacket's shortcomings in water resistance by introducing water-repellent down jackets with high-density weaving technology and a "temperature-locking chamber" design [6][7]. - The company has developed a dual protection mechanism for its down jackets, combining "active temperature locking" and "passive heat retention" through advanced materials and structural designs [6]. Design and Sustainability - Camel's design team integrates trendy elements with outdoor needs, making their down jackets versatile for both casual and outdoor settings, appealing to younger consumers [7]. - The "Himalayan Bread Down Jacket," launched in 2025, won the ISPO WINNER 2024 ECO-NOVA Asia Sustainable Fashion Award, showcasing Camel's commitment to sustainable fashion and innovation [7].