What are the specific impacts of e-commerce platforms on down jacket sales?
What are the specific impacts of e-commerce platforms on down jacket sales?
1. Sales scale and growth trend
1.1 Historical sales data and market scale
E-commerce platforms have a significant role in promoting down jacket sales. From the historical sales data, from November 2022 to October 2023, the sales of down jackets on mainstream e-commerce platforms reached 83.558 billion yuan, with sales of 182 million pieces. This data shows that the sales scale of down jackets on e-commerce platforms is huge and the market demand is strong. From the perspective of market scale growth trend, the scale of China's down jacket market has continued to expand in recent years. The market scale in 2022 is 162.2 billion yuan, and it is expected to exceed 227 billion yuan in 2024. As an important channel for down jacket sales, the growth of e-commerce platforms has played a key role in the expansion of the overall market scale.
2. Consumer behavior and demand changes
2.1 Purchase motivation and preference
The impact of e-commerce platforms on down jacket sales is particularly evident in consumer behavior and demand changes. From the perspective of purchase motivation, the main motivation for consumers to buy down jackets on e-commerce platforms is to meet the need for warmth. However, with the improvement of living standards, consumers' demand for down jackets is no longer limited to the warmth function, but they pay more attention to its design, fashion and functionality. For example, young consumers prefer down jackets with fashionable design and personalized elements, while middle-aged and elderly consumers pay more attention to warmth and comfort. The rich selection and convenient shopping experience of e-commerce platforms make it easier for consumers to find down jacket products that meet their needs and preferences.
From the perspective of preferences, consumers' preferences for down jackets are also changing. As consumers' pursuit of quality and functionality increases, they are more inclined to choose down jacket products with high-quality fabrics, good warmth retention and special functions (such as waterproof and windproof). In addition, consumers' personalized needs for down jacket styles, colors, patterns, etc. are gradually becoming prominent, and they are no longer satisfied with popular products. Through big data analysis and personalized recommendations, e-commerce platforms can better meet consumers' personalized needs and provide consumers with more accurate product recommendations, thereby improving consumers' willingness to buy and satisfaction.
3. Brand competition and market structure
3.1 Market share of major brands
The down jacket market on e-commerce platforms is highly competitive, and major brands are scrambling to seize market share. According to Magic Mirror Analysis+ data, from November 2022 to October 2023, the sales of down jackets on mainstream e-commerce platforms reached 83.558 billion yuan, with sales of 182 million pieces. Among many brands, brands such as Bosideng, YaYa, and Xue Zhongfei have performed outstandingly and become major competitors in the market.
Bosideng: As a well-known domestic down jacket brand, Bosideng ranks among the top in market share on e-commerce platforms. Its brand influence and product quality are widely recognized by consumers. During the Double 11 period in 2024, Bosideng's transaction volume exceeded 1 billion yuan, becoming the leader in the down jacket industry. Through continuous product innovation and brand upgrading, Bosideng has successfully expanded the mid-to-high-end market. The average price of its products is above 1,000 yuan, and the sales of mid-to-high-end products above 1,000 yuan account for more than 40%.
YaYa: YaYa is also one of the important brands on the e-commerce platform, and its market share is second only to Bosideng. YaYa is known for its high cost-effectiveness and diverse styles, and is deeply loved by consumers. During the Double 11 period in 2024, YaYa's transaction volume increased by more than 5 times year-on-year. In addition, YaYa has gradually expanded into the mid-to-high-end market by launching high-end product lines, such as the celebrity-style down jackets of 5,999 yuan.
Xue Zhongfei: As a mid-to-low-end brand under Bosideng, Xue Zhongfei has also achieved impressive sales results on the e-commerce platform with its affordable prices and good quality. Its products are mainly concentrated in the price range of 400-600 yuan, meeting the needs of mass consumers.
In addition to the above brands, some international brands such as Canada Goose and Moncler also occupy a certain market share on the e-commerce platform. These international brands attract consumers with high-end positioning and excellent quality, and the average price of their products is generally above 3,000 yuan. However, due to the high price, its market share is relatively small, mainly concentrated in the high-end consumer group.
Overall, the competition pattern of the down jacket market on e-commerce platforms is relatively scattered. Domestic brands such as Bosideng, YaYa, and Xue Zhongfei compete with international brands such as Canada Goose and Moncler, forming a diversified market pattern.
4. Marketing model and promotion strategy
4.1 Live streaming and cooperation with Internet celebrities
Live streaming and cooperation with Internet celebrities are important marketing models for e-commerce platforms to promote the sales of down jackets, which have a significant impact on the sales of down jackets.
The rise and advantages of live streaming
Background of the rise: With the development of Internet technology and the change of consumer shopping habits, live streaming has become an important marketing tool for e-commerce platforms. During the Double 11 period in 2024, Douyin e-commerce attracted a large number of consumers to pay attention to and buy down jackets through live streaming, which became an important driving force for sales growth.
Advantages:
Real-time interactivity: Live streaming can achieve real-time interaction between brands and consumers. Consumers can ask questions directly during the live broadcast, and the anchor can answer them immediately. This interactivity enhances consumers' sense of participation and trust.
Good display effect: The anchor can intuitively show consumers the style, fabric, warmth effect, etc. of down jackets through trial wearing and display, so that consumers can have a more comprehensive understanding of the products.
Strong promotion: Live streaming usually combines limited-time discounts, gifts, discounts and other promotional activities to attract consumers to place orders.
Model and effect of cooperation with influencers
Cooperation model: Brands cooperate with influencers to promote products through the influence of influencers on social media. Influencers can attract fans' attention and purchases by publishing product reviews, dressing recommendations, user experience and other content. For example, some brands will invite influencers in the field of outdoor sports to cooperate and recommend down jackets suitable for outdoor scenes.
Significant effect:
Increase brand exposure: Influencers have a large number of fans, and their recommendations can quickly increase the exposure of brands and products. For example, Bosideng once invited well-known influencers to carry out live streaming, which attracted a large number of fans and significantly increased the brand's popularity.
Enhance consumer trust: Consumers have a high degree of trust in influencers, and the recommendations of influencers can increase consumers' trust in products, thereby increasing their willingness to buy.
Accurately reach target customers: Internet celebrities usually have specific fan groups. Brands can accurately reach target customer groups by cooperating with Internet celebrities in different fields.
Data support
Sales growth: According to Magic Mirror Analysis + data, during the Double 11 period in 2024, through live streaming and cooperation with Internet celebrities, the sales of down jackets increased by more than 50% year-on-year.
Brand influence enhancement: Through cooperation with Internet celebrities, the social media attention and interaction of some brands have increased significantly, and the brand influence has been enhanced.
Future development trends
Diversified cooperation: In the future, brands will cooperate with Internet celebrities in more fields, expand the scope of cooperation, and cover more consumer groups.
Content innovation: Internet celebrities will enhance the attractiveness and dissemination of content through more diverse content forms, such as short videos, live dramas, etc.
Data-driven: Brands will use big data analysis to accurately select cooperative Internet celebrities and improve marketing effectiveness
5. Product innovation and differentiation
5.1 Design and function upgrade
The rise and development of e-commerce platforms have brought new opportunities and challenges to the design and function upgrade of down jackets, and promoted the product innovation and differentiated development of the down jacket industry.
Design innovation meets diversified needs
Integration of fashion elements: The wide coverage and rapid dissemination capabilities of e-commerce platforms enable down jacket brands to capture fashion trends more timely and incorporate them into product design. For example, some brands have added popular colors, patterns and tailoring methods to the design of down jackets. For example, the popular retro style and street style elements in 2024 are widely used in down jacket design. This design innovation not only meets the pursuit of fashion by young consumers, but also attracts more consumers who pay attention to personalization to choose down jackets.
Personalized customization service: In order to further meet the personalized needs of consumers, some down jacket brands on e-commerce platforms have begun to provide personalized customization services. Consumers can choose the color, pattern, style and even fabric of down jackets according to their preferences. This customized service not only improves consumer participation and satisfaction, but also creates higher added value for the brand. Data shows that the sales of brands that provide personalized customization services on e-commerce platforms have increased by more than 30% year-on-year.
Functional upgrades enhance product competitiveness
Improvement of thermal insulation performance: The user evaluation and feedback mechanism of e-commerce platforms has prompted brands to continuously optimize the thermal insulation performance of down jackets. On the one hand, brands have improved the thermal insulation effect of products by adopting better quality down fillings, such as goose down and other materials with better thermal insulation performance. Data shows that goose down jackets have a market share of nearly 20% on e-commerce platforms, and sales have increased significantly year-on-year. On the other hand, brands have further enhanced the thermal insulation performance of down jackets by improving fabrics and production processes, such as using waterproof and windproof fabrics and seamless splicing technology.
Multifunctional integration: With the diversification of consumer demand for down jacket functions, down jacket brands on e-commerce platforms have begun to launch products with multiple functions. For example, some brands have launched down jackets that integrate thermal insulation, waterproof, windproof, breathable and other functions to meet the needs of consumers in different scenarios. In addition, some brands have launched detachable down jackets, which consumers can freely combine according to weather changes. This multifunctional integrated design not only improves the practicality of the product, but also enhances the competitiveness of the product.
Data-driven design and function optimization
Accurate insight into consumer needs: E-commerce platforms have accumulated a large amount of consumer data, including purchase behavior, browsing history, evaluation feedback, etc. Brands can analyze these data to accurately understand consumer needs and preferences, so as to make more targeted decisions in design and function upgrades. For example, by analyzing consumers' evaluation of down jackets' warmth performance, style design, etc., brands can optimize product design and improve the market acceptance of products.
Quick response to market changes: The immediacy and interactivity of e-commerce platforms enable brands to respond quickly to market changes. Brands can adjust product design and functions in a timely manner based on consumer feedback and market trends, and launch new products that meet market demand. This rapid response capability not only improves the brand's market competitiveness, but also enhances consumer loyalty to the brand.
6. Price system and positioning
6.1 Sales of products in different price segments
The price system of down jackets on e-commerce platforms shows obvious stratification characteristics, and the sales of products in different price segments vary.
Low-end market (below 1,000 yuan): According to the data from Magic Mirror Analysis+, from November 2022 to October 2023, the sales of down jackets on mainstream e-commerce platforms reached 83.558 billion yuan, with sales of 182 million pieces. Among them, low-end down jackets with an average price of less than 1,000 yuan are the mainstream of the market, and 22 of the top 30 brands in terms of sales have an average sales price of less than 1,000 yuan. Products in this price range are characterized by high cost performance and diverse styles, which meet the basic warmth needs of mass consumers, and sales account for more than 70%. For example, brands such as YaYa and XueZhongFei have outstanding performance in this price range. Their products are mainly concentrated in the price range of 400-600 yuan. With their affordable prices and good quality, they are deeply loved by consumers.
High-end market (1,000-3,000 yuan): In recent years, as consumers' pursuit of quality and functionality has increased, the high-end down jacket market has gradually emerged. Data shows that from November 2022 to October 2023, sales of mid-to-high-end down jackets with an average price of 1,000-3,000 yuan increased by more than 30% year-on-year. Products in this price range usually use higher-quality down fillings, such as goose down, and are upgraded in design and function, such as the integration of waterproof, windproof, breathable and other functions. Bosideng is a representative brand in this price range, with an average price of more than 1,000 yuan for its products, and sales of mid-to-high-end products above 1,000 yuan account for more than 40%. In addition, brands such as Gaofan have also successfully entered the mid-to-high-end market by launching high-end product lines, such as the Black Gold Goose Down Series.
High-end market (more than 3,000 yuan): The high-end down jacket market is mainly occupied by international brands such as Canada Goose and Moncler, and the average price of their products is generally more than 3,000 yuan. These brands attract consumers with high-end positioning and excellent quality, and their products perform well in terms of warmth retention, design and fashion. However, due to its high price, its market share is relatively small, mainly concentrated in the high-end consumer group. Despite this, the sales of high-end down jackets on e-commerce platforms are still showing a steady growth trend.
Overall, the price system of down jackets on e-commerce platforms is diversified, and products at different price points meet the needs of different consumer groups. The low-end and mid-end markets are mainly high cost-effective and diverse styles, the mid-to-high-end market focuses on quality and functionality, and the high-end market emphasizes high-end positioning and excellent quality.
7. Seasonality and promotional activities
7.1 Peak sales in autumn and winter
As a seasonal commodity, down jackets have obvious seasonal characteristics in sales, and autumn and winter are the peak sales seasons for down jackets.
Sales data performance: According to the data from Magic Mirror Analysis+, from November 2022 to October 2023, the sales of down jackets on mainstream e-commerce platforms reached 83.558 billion yuan, with sales of 182 million pieces. Especially in November and December, the temperature dropped sharply and the consumption festivals such as Double 11 and Double 12 were superimposed, and the cumulative sales in two months accounted for more than 60% of the annual proportion. This shows that the demand for down jackets surged in autumn and winter, and the sales of e-commerce platforms also increased significantly.
Consumer purchasing behavior: The temperature drops in autumn and winter, and consumers' demand for warmth prompts them to buy a large number of down jackets. At the same time, e-commerce platforms will launch various promotional activities in autumn and winter, such as large shopping festivals such as Double 11 and Double 12, as well as limited-time discounts, discounts, gifts and other promotional methods. These promotional activities further stimulated consumers' desire to buy, causing the sales volume and sales of down jackets in autumn and winter to rise sharply.
Brand marketing strategy: In order to seize the sales peak in autumn and winter, brands will carry out market layout and marketing planning in advance. On the one hand, brands will launch new down jackets in autumn and winter to attract consumers' attention through fashionable designs and innovative functions. For example, some brands will launch down jackets with waterproof, windproof, breathable and other functions to meet consumers' needs in different scenarios. On the other hand, brands will increase advertising and promotion on e-commerce platforms, and push down jacket products to target consumers through precision marketing and personalized recommendations.