I chatted late with a boss who sells down jackets, and he revealed three pieces of news that shocked me!

First, down jackets priced over 1000 yuan are clearly not selling as well as in previous years. In previous years, when mentioning down jackets, big brands like Bosideng, Anta, and Duck Duck would almost immediately elicit a response of several thousand, at least above one thousand. Therefore, many people want to buy thick clothes as the temperature drops, but they have a 'color change' when it comes to down jackets.

Indeed, compared to other everyday clothes, the unit price of down jackets has skyrocketed. In the past, it was okay; several thousand was fine, and sales were still good, with those above 1000 accounting for nearly 25%. But this year, according to research, the peak sales price range for down jackets has dropped to between 300 and 500. And those above 1000 now account for less than 20%.

Second, the claim that you can't buy a genuine down jacket for under 500 has been debunked. There was a hot topic before where an expert broke down the costs of down jackets and concluded that you can't buy a real down jacket for under 500, which caused a huge stir. From a professional perspective, it needs to distinguish between goose down and duck down, with goose down costing up to 70% and duck down up to 60%.

Another point is that big brands have much better quality control, and down jackets still have higher quality requirements. But now, these big brands are also slashing prices significantly. For example, various down jackets on Vipshop have been selling explosively recently, with an overall increase of over 30%, mainly for big brands like Bosideng, Duck Duck, and Anta. The reason is simple, Bosideng can even offer discounts of 40-50%.

Third, down jackets are still subject to the weather, and if it doesn't get cold, they are hard to sell. Because of the high unit price, many people do not prepare down jackets at home in advance. But as soon as the weather gets colder, sales immediately pick up.

Recently, regions including Gansu, Sichuan, and even Guangdong have welcomed a wave of strong cold air, and down jackets and thermal clothing have seen good sales. But there is a very obvious trend; when people buy professional clothing like down jackets, they want both big brands and cost-effectiveness, which has become a new consumer mentality.

So, the down jacket industry still has many intricacies. But in the future, a clear trend is that down jackets will no longer represent high prices; affordable, good brand down jackets are becoming the type favored by consumers.