This 10,000 yuan down jacket is one of the "Dengfeng" series down jackets launched by Bosideng at the end of this year 10. Inspired by Mount Everest, it is also the most expensive series in this brand. The whole series is limited to 4437 pieces. The lowest price of this series is 5800 yuan, which almost breaks through the price limit of domestic down jackets.
No one answered this question because too few people bought it. One month after the "Dengfeng" series was released, the most expensive down jacket in Bosideng Tmall flagship store sold 8 pieces. Because of the high price, many people have begun to notice that this 43-year-old brand has undergone some changes, with high frequency and exquisite shops, and gradually separated from the "earthy taste". Bos appeared on the show of New York Fashion Week, and some top stars in the world, such as Anne Hathaway, Jeremy Renner and Wendi Deng, supported it.
Next, the selling point of Bosideng Dengfeng series was carefully stripped off, and the top goose down and RECCO life detector with gold down belt at 43 north latitude were selected as cutting-edge technology and technology. After 489 processes, the promotional film is also full of black technology. How awesome this black technology is depends on whether consumers buy it or not. Embarrassed, the data of Tmall Bosideng flagship store shows that despite the activities held during the Double Eleven period, the price of Dengfeng series down jackets was "over 399 yuan to send 50 yuan vouchers", but the sales volume was pitiful and nobody cared. The maximum sales volume of a single product does not exceed three.
On the other hand, Bosideng has been strategically benchmarking the luxury brand Canada Goose in the down jacket industry. For single items with a price of more than 10,000 yuan, there is no discount, and the monthly sales can exceed 100.
Consumption upgrade = simple and rude price increase?
Bosideng (03998. HK) The share price has increased sixfold in two years, and the total market value has increased by HK$ 37.4 billion. It was shorted by Bolidas and fell by 25%. If you can't press the table first, then just say double eleven 65438+ more than 100 thousand down jackets. In the trend of domestic products, Bian Xiao still supports national brands. For example, Laoganma walks in New York Fashion Week. Li Ning, known as the light of domestic products, has begun to lead the trend. In particular, Bosideng is now frequently appearing in Fashion Week, trying to change the image of middle-aged and elderly people. Attract more young people to stop blindly believing that "the moon in foreign countries is more round", and there is still much room for improvement in domestic products.
A round of consumption upgrade is equivalent to a round of price increase, and the more expensive it is, the higher it is. After changing the advertising logo, the packaging looks fashionable, that is, the consumption has been upgraded, but I never care how much thought I have spent on the product. Consumption upgrading is not that things are getting more expensive, but that products are more selective. If a person flaunts the high-end of his own brand, when he enters the store, all the goods are discounted by several hundred to one or two thousand, and the price drops by 80% in the discount season, which is a serious brand dislocation. The introduction of several high-end goods is purely a patriotic plot to overdraw consumers and subsidize their own pockets.