Image source: VOGUEBusiness
Today, the Chinese Academy of Sciences and VOGUE Business, together with China’s high-end goose down clothing brand Govan GUVET, released the industry’s first special study focusing on the goose down clothing track, “China Goose Down Clothing White Paper”, which deeply refines and discusses the development process, market pattern, consumer insight, category value and development trend of China’s high-end goose down clothing industry, and provides a professional reference and industry outlook that gathers professional insight and foresight, to explore the possibility of leading the development of industrial upgrading with professional science and technology aesthetics.
# White Paper Core Highlights
**China’s down jacket market size exceeds 100 billion, high-end trend is significant * *
Cold current, winter has arrived, down jacket consumption ushered in the peak, the size of China’s down jacket market pushed to hundreds of billions of levels. We observe that with the steady growth of residents’ disposable income, the consumption concept and product demand of Chinese consumers are also changing, **the market penetration rate of down clothing is gradually deepening, and the total market volume is showing the characteristics of steady growth * *.
According to the data of China Garment Association, the average annual compound growth rate of the market size from 2016 to 2021 is 12.73, and the market size of down jacket will reach about 169.2 billion yuan in 2022. Compared with the large-scale data of the garment industry, it can be seen that the growth rate of China’s down jacket market is significantly higher than that of the large garment industry, and it is in a high-speed growth period.
Data source: China Garment Association
**In addition, we found that the growth rate of the high-end down jacket market is higher than that of the overall down jacket market * *. According to the chattering cloud chart data, the down jacket market has increased 34% year-on-year in the past year. Among them, the year-on-year growth rate of high-priced (800 yuan +) down jacket was significantly higher than that of the overall down jacket market, reaching 70%.
Data source: Douyin cloud map
**No goose down, not high-end, goose down clothing has become a strategic choice for high-end fashion brands * *
In the cold winter, a warm and fashionable down jacket brings no less security than a mobile phone with full power all the time. Among the many down jacket materials, goose down has become a high-end choice in the down jacket industry for its excellent thermal performance and noble quality. In the process of continuous derivation and development of high-end demand in the market, * * goose down jacket as a high-end segment of the down jacket market, the proportion of the overall down jacket market continues to expand, and the growth rate is considerable * *. According to the tremolo cloud chart data, the proportion of goose down jacket in the total sales of down jacket has shown a significant growth trend in the past two years, from 8% to 18%, becoming a powerful engine driving the overall growth of the down jacket market.
Data source: Douyin cloud map
Overlooking the entire down jacket market map, high-end brands such as Moncler and Govan are practicing the strategy of full-line goose down clothing, and high-end products such as Canada goose and Dissant are also gradually laying out goose down clothing. In addition, high-end four seasons brands such as FILA and Longzi also launched a series of high-end products.
It is worth noting that Burberry, a luxury brand famous for its classic British style, and Balenciaga famous for its avant-garde design have both introduced goose down clothing styles, using advanced goose down materials to present brand design aesthetics. The luxury brand’s preference for goose down proves once again that goose down has a luxury wearing experience and is symbiotic with fashion style.
**Focus on professional goose down service track, domestic brands lead the industry upgrade with luxury grade standards * *
Throughout the global market, the brands that practice the full line of goose down clothing strategy are Moncler and Govan GUVET.
Goose down clothing special research brand “Yu Huang” Moncler with the creative energy of a number of top international designers for the brand empowerment. Through the Moncler Genius cooperation project, leading-edge designers are invited to reimagine the prototype works and elements of the brand in a curatorial way, cross-border cooperation in the fields of football, design and art, push through the old and bring forth the new, and cooperate with avant-garde or trendy brands such as Palm Angels, Adidas Originals and Rick Owens to attract and develop the young consumer market.
Domestic down jacket luxury research home Gaofan joint China’s two major science and technology giant Chinese Academy of Sciences and Polar Research Center to carry out scientific research cooperation, such as the linkage of the Chinese Academy of Sciences to create a Chinese science and technology storage technology, to achieve rapid warming lock temperature. At the same time, Govan created the management standard of flying velvet and created the exclusive goose production base to ensure the high quality of goose down. In addition to the creation of professional technology, Govan also joined hands with luxury designer Burak Uyan (formerly a luxury brand: Moncler, etc.) to create the “British Royal Gaoding Series” and invited Maria Cristina Petrone (formerly a luxury brand: Hermes) to become its global creative director. As the only award-winning Chinese brand in the category of “the vane of global luxury goods” in the iLuxury Award for luxury fashion avant-garde, Gaofan creates goose down clothing products of luxury standard for consumers with its professional technology and fashion aesthetics.
Further, the domestic high-end goose down clothing brand Govan GUVET brand strength and product strength to obtain consumer recognition, its sales performance in different price segments is quite bright. According to the sound cloud chart data, in the 1500-2999 yuan of high-end goose down clothing price band, Gaofan with nearly 28% of the market share of the leading position, more than 2 times higher than Bosideng, leading the goose down clothing sales market. According to the chattering data, its black pearl series products above 2000 yuan have become the platform sales champion.
In addition, in the high-end goose down clothing market above 3000 yuan, Govan won the championship again with an 18% market share, leading high-end brands such as The North Face, Longzi and Edtion.
Data source: Douyin cloud map
# China goose down clothing three core consumer groups
With the upgrading of the quality of life of consumers, goose down clothing has become a favorite choice for high-end people. Among the eight groups on the tremolo platform, the consumption of goose down clothing of the “senior middle class” accounts for 30% of the sales volume of goose down clothing on the platform. “Exquisite mother” accounts for 21%; The two groups of people together hold up half of the high-end consumption of goose down clothing on the tremolo platform.
In addition, we are pleasantly surprised to find that although the “new white-collar” currently accounts for 11%, the average customer list is slightly higher than the first two, which shows that its consumption ability and premium willingness are relatively strong, and it is willing to spend high prices to buy high quality goose down clothing, which is the potential consumer group in the future. These three groups of people constitute the core consumer groups of Chinese goose down clothing.
**Senior Middle Class * *
They are 36-50-year-old workplace elites with mature careers. They are the all-powerful iron-fisted executives in business meetings, and they are also the elites and celebrities who are intertwined and extraordinary at social banquets. Their income level is quite high, their consumption power is stable and strong, and they tend to improve their quality of life and consumption in line with status symbols. For example, they have a special preference for luxury clothing made by fine hand-made and cut, and they also have a strong interest in high-end clothing made of precious materials such as goose down, silk and wool.
When choosing goose down clothes, senior middle class especially favor designer styles that can show their personal taste. Or elegant business leisure style, suitable for attending various high-frequency business or high-end occasions.
**Exquisite mother * *
They are married women aged 25-35. They are not only happy to “please themselves” consumption, but also play the role of “purchasing manager” in children’s consumption and family consumption. They are not only independent women who care for themselves, but also warm guardians of the family. Morgan Stanley research points out that women’s empowerment is an important factor driving China’s high-end market consumption.
These women attach importance to high quality and healthy consumption, especially when choosing clothes, they will choose safe, comfortable and soft high quality goose down clothes for their children and their families, pay attention to the functionality of keeping warm and windproof, and protect the health of their families.
**New white collar * *
They are 25-35 years old working youth, in the workplace shine, hard work. At work, they are CBD workers with a cup of ice in their hands and walking in a hurry. After work, they are keen to socialize and explore life and pursue a high quality life. New white-collar workers not only have high spending power, but also have a high willingness to spend. Active daily social media activities make them more sensitive to fashion style and technology trends, and are willing to pay for this, thus promoting the upgrading of clothing consumption.
When buying goose down clothes, they love fashionable high-end, light luxury, classic and other more diverse design styles to show their personal charm; their love of outdoor sports also makes them pay special attention to specific anti-splashing needs. Fashionable and picky they want both aesthetic design and professional technology.
# Goose down clothing category value and key scenes
**Flying Swan Down to” more cold, more rare, more natural “three values set the highest standards in the industry * *
According to the white paper on Chinese goose down clothing, according to the research of the Chinese Academy of Sciences, Gaofan’s “flying velvet” has the characteristics of being more cold-resistant, more rare and more natural than ordinary goose down.
**More cold * *
Flying goose down comes from the core of the world’s five largest golden goose down belts, including Siberia, Canada, Hungary, China and the Czech Republic. It has a strong force against severe cold and has better warmth retention.
**More rare * *
This goose down is produced from Feitian white goose and is the only domesticated goose species in the world that can fly. Through manual collection and screening of the original ecological fluff naturally shed by Feitian white goose, only 30 grams of Feitian goose down is produced each year.
**More natural * *
The way of ice field stocking ensures the natural green environmental protection of the production process, and also bows to practice the principle of animal protection. The cleanliness of velvet obtained in this way can reach 1000, and RDS certification is obtained to ensure clean and zero peculiar smell.
Data source: Govan
Govan is the first brand in the industry to establish the enterprise standard of “flying velvet” and the exclusive base of “flying velvet. “Flying Goose Down” not only reflects the strict quality requirements of the Govan brand itself, presents a unique luxury and warm experience for consumers, but also plays an indispensable role in the development of the entire goose down clothing industry.
Image source: Govan
**Multiple scenarios create difficult needs, brands with professional scientific and technological strength can seize new opportunities * *
China’s high-end goose down clothing brand Govan’s professional scientific and technological strength should not be underestimated, * * a total of 147 invention patents, China’s down jacket industry ranked first in the number of invention patents * *. Through its own scientific and technological aesthetics, that is, the original three luxury warm technology-flying velvet, black stone fabric and Zhongke heat storage technology, gaofan formulated and practiced the standard of goose down clothing luxury products, and solved the professional problem of goose down clothing as functional clothing with the scientific and technological strength of the leading industry. The excellence of scientific and technological innovation and technology makes Govan GUVET’s goose down clothing not only full of scientific and technological sense, but also synonymous with safety and comfort, and presents consumers with a high-quality wearing experience with both scientific and technological strength and design aesthetics in a variety of diversified scenes.
**1/Urban goose down clothing deduces trendy comfort and fashion * *
In the fashionable and exquisite urban life, keeping warm and keeping out the cold is only the basic demand. Consumers also have high requirements for fashion design and comfortable wearing experience, prompting brands to launch modern and fashionable goose down clothes one after another to help consumers create winter fashionable OOTD, which still shines brilliantly in social occasions.
When it comes to fashion sense, Govan, who has been on the catwalk in Milan, is certainly not a problem. Its black gold queen series, with the ultimate combination of fashion design and technology aesthetics, has been loved by the British royal princess Lady Alice Manners.
**2/The rise of winter outdoor sports presents new opportunities for the goose down clothing market * *
In recent years, outdoor sports have become a new way of leisure for young people. According to the “2023 Outdoor Life Trend Report” released by Little Red Riding Book, hiking, cycling, and camping have become the three mainstream outdoor activities, integrated into the daily lives of many consumers.
At that time, outdoor down jacket became one of the popular trends under the upsurge of outdoor sports. According to Feigua data “Q1-Q3 Down Jacket Industry Social Media E-commerce Marketing Insight in 2023”, outdoor down jacket sales increased significantly, reaching 696.87 percent, becoming a new growth point in the market. Various brands have also launched the corresponding series of products. For example, Govan GUVET launched the black gold pioneer series goose down clothing. Its black stone warm yarn fabric has excellent wind resistance, water splashing resistance and wrinkle resistance, and can calmly cope with all kinds of extremely cold weather.
Image source: Govan
* * 3/Professional scientific and technological strength for the extreme journey of power * *
The successful holding of the 2022 Beijing Winter Olympics provides huge development opportunities and growth space for the development of my country’s ice and snow sports. According to the data of AI media consulting, more than 70% of consumers will choose ice and snow sports in 2023. The popularity of ice and snow sports has brought a new wave of consumption, presenting new opportunities for professional goose down clothing products.
In order to better attract the attention of ice and snow lovers, Govan has launched a series of masters. Burak Uyan (formerly a luxury brand: Moncler, etc.) skillfully integrates modern style, silky streamline tailoring and natural organic shapes into the design. For example, the unique V-shaped dynamic quilting line is inspired by ski trails, which are luxurious, dynamic and slim. The original relief snow cap and space cap design not only has the functionality of wind and rain, high efficiency and cold protection, but also highlights the elegant design beauty.
Image source: Govan
**4/Technology to keep warm for the polar expedition escort * *
In the context of intensified climate change, the polar regions, as a treasure house of natural materials, are facing unprecedented challenges. Therefore, the importance of developing polar scientific research and building a scientific and technological power has become increasingly prominent.
In order to meet the development needs of scientific investigation, a number of excellent scientific and technological strength of the brand to give strong support. Among them, China’s high-end goose down clothing brand Govan has launched a black gold navigation series to pay tribute to China’s polar scientific researchers and commemorate the 40th anniversary of China’s Antarctic expedition, providing luxury and warmth protection for the “Snow Dragon” scientific expedition team members and helping them to complete their important scientific research tasks. Govan Black Gold Navigation Series has experienced extreme cold, strong wind, heavy rain, huge waves and other extreme harsh environment tests and cold resistance tests, and its cold protection performance and comfort have been greatly recognized by scientific research team members.
# Industry Trends Outlook
Looking to the future, the trend of the goose down clothing industry is distributed in two directions: * * professional scientific and technological strength and fashion aesthetic design * *. The innovation of professional scientific and technological strength realizes the improvement of product functionality, broadens the consumption scene, and meets the demands of consumers in more scenes with higher potential performance. Fashion aesthetic design to attract “fashionable fine” young consumer groups, enhance their fashion attributes, to achieve more social scene coverage and purchase premium.
**In the field of professional technology, goose down clothing is undergoing remarkable changes**. Thanks to the introduction of cutting-edge technology in the industry and the influence of world technology trends, future trends may focus on three aspects.
Image source: Govan
**High-tech fabrics first * *. Take Govan’s blackstone fabric as an example, it has reached the infant-level standard of no allergens, no formaldehyde and no carcinogens. It adopts French luxury technology and originates from deep ore melting below 1000 meters in the Alps. It combines patented innovative technology and scarce luxury materials to create outstanding professional functions such as windproof, waterproof and anti-wrinkle.
**The second is smart wearable technology**. With the continuous development of smart technology, the goose down clothing industry is also exploring the integration of smart elements into products to enhance user experience. Future goose down suits may integrate intelligent temperature control systems that automatically adjust to the ambient temperature and the wearer’s needs to ensure comfort.
**The third is health monitoring technology**. As more and more people are in a sub-healthy physical state, and health is becoming more and more important, future brands may begin to integrate health monitoring technology into goose down clothing to track body indicators such as heart rate and body temperature. The development of this technology will make goose down clothing not only a symbol of fashion and warmth, but also provide health management functions for the wearer.
**In addition, in terms of production methods, 3D printing technology is expected to improve the production efficiency of goose down clothing * *. This technology can make clothes more accurately, reduce waste, and provide designers with more creative space, and promote the personalization and customization of clothing design.
* * Put your eyes back on fashion aesthetic design * *. Looking at the hot goose down clothing design trend of global social media platforms, what is popular this winter are “technology and practicability, sustainable environmental protection, light and comfortable, bold color and luster, low-key luxury of old money, simple luxury of black gold, natural unbounded style, pioneer of silhouette concept, down jacket, etc.
Image source: Govan
* * The combination of professional technology and fashion design further enables luxury and warm experience. For example, the design ingenuity of Govan goose down clothing, such as fashionable stand collar, convertible running cap, black stone warm feeling yarn, heating cuff with finger cots, etc., realizes the necessary goose down clothing items in winter with both design sense and warm practicability * *. These innovations will promote the development of the goose down clothing industry towards a more intelligent, environmentally friendly, healthy, fashionable and sustainable direction, providing more high quality and personalized products and services. In the future, the goose down clothing industry will achieve more vigorous growth, among which high-end brands will occupy a high ground in the competitive landscape of science and technology aesthetics.
(Source: Vogue Business)
