Low Price Down Jacket, Insufficient Filling Makes Consumers Complain And Chill.

Recently, Dr. Gui Xiaochun, deputy chief physician of Hangzhou Traditional Chinese Medical Hospital, carried out his clothes on his 4 year old daughter. temperature The test divides the clothes of different materials according to the temperature. For example, a thicker down garment is equivalent to 9 degrees centigrade, and a thin down jacket is equivalent to 6 degrees centigrade. This post, called "dressing rule", triggered a frantic transmission in micro-blog. Although experts have said that the calculation rule is not based on it, it has aroused widespread concern and discussion among netizens, of which 9. Netizens "like dream" said: "if you buy five years ago about 300 yuan to buy down clothing 9 degrees, this year spent thousands of dollars to buy famous brand down clothing is not necessarily 6 degrees Celsius, the price is higher and higher. Down Jackets But it's getting warmer and warmer, chill! "

　　 Down jacket prices rise fiercely, consumers complain "not warm enough".

"I can't afford to buy a down jacket! It's too expensive. This year's down jacket is not on the top of the list. First, buy 1000 pieces of thick cotton clothes to make it." Aunt Wang, who is preparing to leave at the gate of Quancheng Square shopping mall in Ginza, Ji'nan, Shandong, told reporters.

Aunt Wang has spoken out the voice of most consumers. The price of the down garment has been rising year after year, which makes many people feel more and more "can not afford to buy a down jacket". More puzzling is: the rising price of down clothes is more and more "thin".

In the same place, later, the reporter stopped a young lady who had just bought a down jacket and interviewed Miss Han, who had just spent 1890 yuan on buying a new OCHIRLY down jacket. "It's not very warm. It must be cold when it snows, but the style of OCHIRLY is thinner and fashionable." The price is not cheap, but nowadays the brand down clothing is almost the same price. When you go out at home, you have to go to a car. There are heating and air conditioning at home and the company. This thickness is acceptable.

"Most of the sales are now sold," said Miss Zhang, a graduate student and senior friend from Shandong University, who has just returned from Yangzhou. brand The down jacket is more suitable for the warmer southern cities. It is a little too thin in the northern cities like Ji'nan or the colder Harbin, and it is difficult to cope with the cold winter temperature. Miss Zhang also told reporters that the thickest one of her down coats was Metersbonwe's half off yuan down jacket when it was freshman year. "The lowest price of the down jacket purchased by our classmate this year is eight and nine hundred, and there is no warmth from the old down jacket of my American state (Muse bond). It feels that the down coats are becoming more and more expensive but thinner and thinner..."

　　记者走访济南恒隆广场、万达广场、贵和中心体育中心店、银座购物广场泉城路店、华联商厦西市场店等大型购物商场并对随机选取的30名顾客进行问卷调查发现：其中28名顾客均表示感觉现在的羽绒服价格偏贵;其中20名顾客认为羽绒服不够保暖，剩余7名顾客表示厚度可以应付日常生活(室外活动时间较短，不需要太厚的羽绒服)，另外3名顾客认为羽绒服变薄后更显时尚，太厚的羽绒服比较老土反而没人愿意买;其中19名顾客认为选购羽绒服的时候优先考虑的是款式，其次才是保暖度，其中就包含13名认为只要款式够时尚即使不够保暖也会购买的顾客;记者还发现年龄在16~32岁左右的年轻族群对羽绒服款式要求要优先于保暖度，购买品牌侧重于ONLY、VERO MODA、JACK&JONES、OCHIRLY、KAMA、美特斯邦威等高街品牌;年龄偏高和稍幼的中老年和儿童顾客则更倾向于波司登、雪中飞、 The traditional brand of down jacket, such as Yalu and temple.

　　 Down jacket is fast fashion, consumers do not know the amount of filling.

After visiting the brand down clothing counters of the shopping malls, we found that the down garments sold on the market mainly contain two kinds of labels, including the amount of cashmere and the amount of filling. When consumers buy, they are used to feel the thick and thin; secondly, consider the length (generally think that the long down jacket is more warm than the short down jacket); some consumers will notice the down ingredients and the amount of cashmere, and think that the general down weight is above 90%, which is definitely a down jacket with good thermal effect.

In fact, according to the analysis of the best filling volume of down jacket, the down filling quantity of down jacket is the key to directly affect the thermal insulation of down jacket. After testing the thermal insulation of 1g, 3G, 5g and other velvet pads, the filling temperature is 1 degrees centigrade per 5g. The most comfortable temperature that a human body can feel is the temperature of about 32 degrees. However, because the down garment does not directly contact with the skin, the temperature of the down jacket reaches 25 degrees, which is the most comfortable temperature.

If the coefficient of thermal conductivity of 5g down is measured at 1W/m. C, the down weight of the down garment must reach 130g to meet the most comfortable temperature standard of the highest temperature of 26 degrees (25 degrees minus 1 degrees Celsius).

Many shopper often do not tell consumers the amount of cashmere, or make use of the difference between the amount of cashmere and the amount of cashmere, so as to mislead consumers by exaggerating the warmth retention effect. Even when consumers question too thin and not warm enough, they will prevaricate with "being shrunken in the warehouse and hanging up at home."

A shopkeeper who did not want to reveal his name told ONLY: "when our customers buy down garments, they seldom care much about warmth and even regard warmth as an added value. The price down of 1000 yuan, but less than 100g of the down jacket, is still popular, because it is mainly aimed at young women aged 18 and ~30, who are more concerned about fashion. The design requirements for down coats are rather harsh and must be thin. Therefore, even if the warmth is not good enough, there is still a market. "

Consumers, Mr. Liu said: "this year, bostenden, Yalu, snow fly and other old style down jacket styles are more fashionable and diversified, but the price has indeed risen a lot. But now we pay more attention to the quality of life, and it is impossible for us to wear a down jacket for several years, just like a few years ago.

It can be seen that the domestic down jacket Market is slowly moving towards fast fashion and branding.

　　 Raw materials prices and sky high advertising costs brand HOLD can not afford down jacket prices

A brand down garment dealer, who does not want to be named, told reporters that "according to the" national standard for Down garments "issued by the state, only the amount of cashmere clothing must be more than 50%, and there is no requirement for the number of cashmere. This has also provided some garment enterprises with a chance to exploit loopholes. The filling capacity of 100g is only suitable for the warmer season in the south. When the cold weather in the north or the cold wave strikes south, the down weight of the adult down jacket is more than 200 grams, so it is suitable for keeping warm. But the number of down coats sold on the market can be up to 200g, but 100g's down garments occupy most of the market.

"The increase in raw material prices and the increase in labor costs is one reason, and more importantly, the increase in advertising costs. In recent years, both the old brand of down garment and the new high street brand tend to be branded marketing mode. In the past, the situation of only opening up the market by word-of-mouth and products has gone forever. The advertising costs such as celebrity endorsements and so on have gone up, and the price of the down garment has naturally risen. In addition, the brand will also save costs from raw materials and fill up the flats less. It will have little impact on the young people as the main audience, but will cater to their lightweight and thin purchase mentality.