Recently, Gui Xiaochun, deputy chief physician of the Department of Internal Medicine at Hangzhou Chinese Medicine Hospital, conducted a temperature test on the clothes worn by his 4-year-old daughter and classified clothes of different materials according to temperature. Such as: a relatively thick down jacket is equivalent to 9 °C, thin section down jacket is equivalent to 6 °C ... This article called "clothing rule" a post on Twitter triggered crazy forwarding, although experts have said that the measurement There is no basis for the law, but it still caused widespread concern and discussion among netizens, of which 9°C down jackets have become the focus. The netizen “like a dream” said: “If you say that down jackets bought around 300 yuan five years ago were at 9°C, then the branded down jackets that cost more than a thousand yuan to buy this year may not be 6°C. The higher the prices, the higher the down jackets are. The less warm it is, the colder!"

Down jacket prices rise fierce consumers complain "not warm enough"

"Can't afford a down jacket! Too expensive. This year's down jacket looks a little less than 1,000 yuan (RMB). It's still necessary to buy a thick piece of cotton. “Aunt Wang, who is preparing to depart at the gate of Quancheng Plaza in Ginza Mall, Jinan, Shandong, told reporters.

Aunt Wang said the voice of most consumers. The down prices of down jackets have caused many citizens to feel more and more “cannot afford down jackets”. They can only cancel purchase intentions or buy cotton suits for the winter. Even more puzzling is that down jackets that are constantly increasing prices have become increasingly "thin".

At the same location, the reporter later stopped an interview with a young lady who had just purchased a down jacket. The interview revealed that Miss Han had just spent 1,890 yuan to purchase a new OCHIRLY down jacket. “It is not particularly warm and it is worn when snowing. Certainly cold, but OCHIRLY's style is relatively thin and stylish ... ... the price is not cheap, but now the brand down jacket almost all of this price children ... ... usually go out to the car, home and company have heating and air conditioning, this thickness can be accepted ."

Miss Zhang, a graduate student and veteran of Shandong University who had just returned from a trip to Yangzhou, said, “Now most brands of down apparel sold are more suitable for warmer southern cities, and are a bit too thin in Jinan or colder cities such as Harbin. It is difficult to cope with the cold winter temperatures.” Miss Zhang also told reporters that one of his thickest down jackets was a one-year purchase of Metersbonwe 50% off down jackets for 299 yuan. “This year the classmates purchased the most down jackets. There are eight or nine hundred people who are cheap, and none of the old down jackets of my Smith Barney (Meters Bonwe) are warm. I feel that the down jackets are getting more and more expensive but they are getting thinner and thinner..."

The reporter visited Jinan Hang Lung Plaza, Wanda Plaza, Guihe Center Sports Center Store, Ginza Shopping Plaza Quancheng Road Store, Hualian Commercial Building West Market Store and other large shopping malls and conducted a questionnaire survey of 30 randomly selected customers: 28 of them All said that the current price of down jackets is expensive; 20 of them think that down jackets are not enough to keep warm, the remaining 7 customers said that the thickness can handle daily life (short outdoor activities, do not need too thick down jacket), another 3 customers that down jacket After thinning, it became even more fashionable. Too thick a down jacket was more old-fashioned but no one was willing to buy it; 19 of them thought that when choosing a down jacket, it was the style that was prioritized, followed by the degree of warmth, and 13 of them were considered as long as the style. Fashion is enough to keep customers warm even if they are not warm enough. The reporter also found that young people aged between 16 and 32 years have priority over the warmth degree of down apparel style requirements. The brand purchase focuses on ONLY, VERO MODA, JACK & JONES, OCHIRLY, KAMA, and the United States. High street brands such as Tessbonwe; younger and younger middle-aged and children are more inclined In Bosideng, Snow Flying, Yalu, and other traditional old Tambor down jacket brand.

Down apparel fast fashion consumers do not know the amount of down

The reporter visited the various counters in the mall before found down jacket counters, currently on the market down jacket products sold mainly contain two kinds of content of cashmere content and velvet content. When consumers purchase, they are accustomed to first feeling the thickness; secondly, consider the length (commonly thought that the long down jacket is more warm than the short jacket); some consumers will notice the downy content and the amount of cashmere, and generally consider it as containing cashmere. More than 90% of the amount is definitely a down jacket with a good warming effect; very little is known about the amount of stuffing.

In fact, according to the report on the analysis of the optimal filling volume of down jackets, the down-filling volume of down jackets is the key to directly affecting the temperature of down jackets. By testing the temperature of different down-filled feather pads such as 1g, 3g and 5g, it was found that the filling temperature was 1°C per 5 g. In general, what the human body can feel, the most comfortable temperature brought by the clothes is about 32°C, but because the down coat does not directly contact with the skin, the temperature inside the down coat reaching 25°C is the most comfortable temperature.

If the thermal conductivity of 1g/m.°C is calculated based on the thermal conductivity of 5g down stuffing, the down-filling volume of the down garment must reach 130g to meet the highest comfort temperature standard of 26°C (1°C plus or minus 25°C). , and this is also the internationally recognized standard down jacket filling.

Many shopping guides of counters often do not take the initiative to inform customers of the amount of linting, or use the distinction between cashmere content and linting amount. Consumers are misled by the amount of cashmere to exaggerate the effect of warming. Even when consumers question too thin and not warm enough, they will be “depressed in the warehouse and fluffy when they return home”.

An ONLY counter clerk, who did not wish to disclose his name, told reporters: “Our shop customers rarely care about warmth when purchasing down apparel, and even consider warmness as an added value. The down jacket is still selling hot, because it is mainly for young ladies aged 18 to 30. These people are more concerned about the degree of fashion, the main design requirements for down jackets are more demanding and must be thin. So even if the warmth is not good enough, it is still There is a market."

Consumer Liu said: “This year, Bosideng, Yalu, Xuefei and other veteran down apparel styles are more fashionable and diverse, but the price has indeed risen a lot, but it feels rather than the style of previous years, but now everyone Pay attention to the quality of life, it is impossible to wear a down jacket for several years as in previous years."

It can be seen that the domestic down apparel market is slowly moving toward rapid fashion and branding. In the past, the thick and durable jackets have been difficult to find.

Raw material prices and sky-high price advertising brand HOLD can not hold down prices

An unnamed brand dealer of down apparel told reporters, “According to the “National Standard for Feather and Down Clothing” issued by the State, only the amount of pile down jacket must be more than 50%, and there is no requirement for the amount of down clothing. The number of grams, which also gives some garment companies a chance to get a loophole, the 100g filling amount is only suitable for the warmer season in the south, the cold winter in the north or the cold wave in the south, the down jacket for adults The amount of more than 200 grams is suitable for keeping warm, but down jackets sold in the market can reach a standard of 200g and few, but down jackets of about 100g occupy most of the market."

“The increase in raw material prices and the increase in labor costs are on the one hand, and more importantly, the increase in advertising costs. In the past few years, both old branded down apparel brands and new high street brands have favored branded marketing models. The situation of relying on word of mouth and products to open the market is gone forever. Advertising costs such as celebrity endorsements are on the rise, and prices of down apparel naturally rise. In addition, the brand will also save costs from raw materials and reduce the need for filling. There is little impact on the younger ethnic groups as the main audience. Instead, they are more catering to the light and thin purchasing psychology they demand.”