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Domestic down jackets can warm wealthier buyers

By Zhang Zhouxiang | China Daily | Updated: 2023-12-01 07:44
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Tourists wear thick down jackets walking on Chang'an Street in Beijing. [Photo by Du Jia/For China Daily]

Some people were complaining recently that some domestic down jackets are as expensive as foreign brands. However, just as Rome wasn't built in a day, brands aren't built overnight.

There is nothing wrong if domestic brands want to carve a niche for themselves in the high-end market. However, whether a brand is high-end should not be judged by the price tag, but by quality. The brands have to justify their prices. Consumers will only shell out money if a brand lives up to its image.

Even international brands falter sometimes. Domestic products do not necessarily have to be cheap. As long as they offer quality products, they can adjust their pricing policy to move up the value chain in the market.

China is the world's largest producer, exporter, and consumer of down jackets, and many international brands use materials from China. With the world's richest resources of duck and goose down, domestic brands are right to try and tap the high-end market.

Besides, China has the world's largest market of 1.4 billion consumers. Whether it is a high-end brand or fast fashion, it is necessary to create products that match the price. Only then can China's down jacket brands proudly weather international competition.

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