Call Teacher Deng Xinhua call
You can’t just want to buy a good down jacket, but also hope that the relevant departments will lower the price for you.
If the government takes care of this for you, it will also take care of it for you. The end result will be that companies will be frightened, the economy will further shrink, and your income will also shrink. China's economy is currently in urgent need of more consumption upgrading industries, and down jackets, a rare consumption upgrading industry, must be protected.article comes from Kung Fu Finance , author Deng Xinhua
article has been authorized
Recently, the average selling price of Bosideng down jackets has reached 1,600 yuan, which has been a hot search. Yuanfudao’s brother company launched a down jacket priced at nearly 7,000 yuan, which also made the topic of “price increase of down jackets” even more popular.
Many netizens said that they can no longer choose their favorite down jackets under 1,000 yuan. I used to look down on brands like Bosideng, but now I find that I can no longer afford Bosideng. “I can’t even afford a down jacket with a monthly income of 10,000 yuan,” so I have to use a jacket or a military coat instead.
What's going on? The economy is obviously still in the process of recovery, and many people are still having a hard time. Why can some groups buy such expensive down jackets? Did someone recover first?
1
Are down jackets really upgrading in consumption?
In fact, at the end of 2021, Bosideng Chief Financial Officer Zhu Gaofeng said, “The average price of the entire group has risen to 1,600 yuan, and the average price will increase to 2,000 yuan in the next three years. The main sales price is between 1,500 yuan and 1,800 yuan. between".
In other words, the average selling price of Bosideng reached 1,600 yuan two years ago. has become a hot topic this year, probably mainly because the price of down jackets has generally increased.
You must know that people’s consensus is that consumption has been downgraded in the past two years. Now a down jacket suddenly appears, and consumption has actually been upgraded. This is of course beyond people’s expectations.
So when you regret the price increase of down jackets, macroeconomists may be overjoyed. "What, an industry with consumption upgrading has actually appeared?"
You see, a few years ago, riding on the trend of consumption upgrading, the stock prices of liquor, condiments, dentistry, medical beauty and other industries have generally risen. .
From the perspective of people's daily life, many people are reducing their desires, reducing consumption or lowering their consumption level. After the relaxation of epidemic prevention and control, the number of tourists has recovered, but the average unit price has dropped, indicating that people are also downgrading their consumption in tourism. The price of
has increased. Luxury goods such as Chanel, LV, and luxury watches are soaring. But luxury goods have their own particularities. Luxury goods are generally in the global market, with the exception of Moutai. Although China's economy is experiencing pain, the U.S. economy has been quite strong in the past two years, and the Japanese economy has also shown momentum to get rid of the "lost 30 years." If people expect that luxury goods will continue to rise in the global market, then it is understandable that the Chinese market will also rise, and it has nothing to do with consumption upgrades.
But the consumption of down jackets has really upgraded.
Industry insiders said that the overall price of down jackets this year has increased by about 30% compared to the same period last year. The first reason is that the prices of raw duck down and goose down have increased, and the second is that the new down clothing standards in 2022 have improved down quality requirements.
Although there are factors of rising costs, since 2017, the total output of the down jacket industry has declined and the total output value has increased. According to a report from the organization, the growth rates of the domestic down jacket market in the past three years have reached 8.9%, 10.9% and 11% respectively, indicating that down jackets are indeed undergoing consumption upgrades.
In the past few years, the total output of the liquor industry has also decreased, but the total output value has increased. That's because people drink less liquor, but it's more expensive. Now down jackets are going through the same stage.
Judging from Bosideng's performance in the first half of the fiscal year, Bosideng achieved revenue of 7.47 billion yuan, a year-on-year increase of 20.9%, a new high for the same period since 2020, and net profit of 920 million yuan, a year-on-year increase of 25.1%.
Of course, the weather this year is colder than last year, which is also one of the factors causing the price increase of down jackets.
JD.com sales data shows that since November 21, JD.com’s overall thermal clothing transaction volume has increased by 105% year-on-year. However, the turnover of down jackets increased by 236% year-on-year, while the turnover of jackets and pants increased by more than 150% year-on-year, indicating that after taking into account weather factors, consumption upgrades are still real.
So, , why is the consumption of down jackets upgraded when other industries are generally downgrading?
The reason for this probably requires more in-depth research before we can draw a conclusion. If it is really because some people recovered first, that would be a good thing.
But no matter what, the consumption upgrade of down jackets is always a bright spot in the economy.
2
The price of down jackets has increased, please do not regulate it!
The huge price increase of down jackets has triggered complaints and debates among netizens.
The first level of debate is that a domestic down jacket sells for 7,000 yuan. Is it ridiculously expensive?
Some netizens said: "Why can't domestic down jackets be sold for 7,000? They can only charge a premium?"
You must know that foreign brands still sell more than 20,000 each.
You must know that foreign brands sell more than 20,000 pieces each. Bosideng Chairman Gao Dekang also said in a talk show that foreign brands selling more than 20,000 yuan are opening up space for domestic down jackets.
Of course, some netizens say that if foreign brands and domestic brands are sold to different groups, domestic brands should not be sold at higher prices.
The second level of argument is, is it unreasonable for down jackets to be so expensive? Should the regulatory authorities take action?
Not surprisingly, some people said: "It is necessary to strengthen price supervision, investigate and deal with illegal activities such as falsely high prices and price gouging, and maintain the rationality and fairness of market prices."
Probably to appease these people, Bosideng management responded Said that it will increase the layout of Pratt & Whitney down jacket track, and in the future, its sub-brand Xuezhongfei will be positioned as Pratt & Whitney high-cost down jacket, forming a differentiated layout with the main brand Bosideng.
’s remarks calling for regulation are the ones that should be opposed the most.
Take Yuanfudao as an example. Everyone has seen what happened during the teaching and training program before. Now the brother company has become a domestic down jacket production company worth 7,000 yuan. It would be too bad if this company was shut down again, wouldn't it?
Down jackets will increase in price if they increase in price. If you think down jackets are expensive, then just buy cotton-padded jackets or jackets. Besides, down jackets priced at several hundred yuan are not unavailable. You can definitely buy down jackets priced at several hundred yuan.
You cannot want to buy a good down jacket, but also hope that the relevant departments will keep the price down for you. You know, if the government manages for you, it will also control it for you. The end result will be that companies will be scared, the economy will further shrink, and your income will also shrink.
In a normal society, the direction of solving problems should be expansion. For example, if you think down jackets are too expensive, then you should call for creating a better development environment for the enterprise, so that your income will increase and you can afford to sell your favorite down jackets. This is an expansion solution.
Recently, macroeconomists such as Gao Shanwen have repeatedly called on us not to introduce contractionary economic policies.
The total scale of the down jacket industry is not large, less than 200 billion, and its energy is definitely not enough to save the Chinese economy.
China’s economy is currently in urgent need of more consumption upgrading industries. Down jackets, a rare consumption upgrading industry, must be protected. If this industry is forced to shrink, the demonstration effect will be very terrible.
So, don’t worry about the price increase of down jackets.
