Canadian Goose China Market Highlights How Long The Firework Can Burn.

Speaking of down clothes, the Canadian geese (CanadaGoose) has been selling well in recent years.

The Chinese market has become the main market for canadian goose to occupy.

Nowadays, the reason why people buy this brand is not just staying in its excellent cold preservation function.

Canadian geese have become luxury goods and are representatives of identity and circles.

So how long can the canadian goose burn?

In fact, the outstanding achievements of Canadian geese are obvious to all.

2018/2019 fiscal year third quarter report shows that sales rose 50.2% to 399 million 300 thousand yuan, up from analysts' expectations of $360 million.

Sales of its direct selling channels increased from 131 million Canadian dollars in the same period last year to 235 million 300 thousand Canadian dollars, thanks to the incremental sales brought by 5 new retail stores and new e-commerce channels, and the strong performance of existing retail stores and e-commerce websites.

The Chinese market has always been a blessing for luxury brands.

In December last year, Canadian geese opened the first flagship store in mainland China in Sanlitun, Beijing.

At the same time, Canada goose chose to open flagship store in Tmall. In 2018, Tmall's "double 11" sales score was gratifying, ranking Tmall's top ten brands.

During Tmall's "double 11" pre-sale period, Canadian geese Parker coats were most popular, and the turnover volume was seven figures.

Just after an hour in November 11th, the canadian goose's official flagship store was over ten million.

On the day of "double 11", its number of visitors to the shop is about 500 thousand, which is equivalent to 3/4 of the population of Vancouver.

Canada goose president and chief executive officer DaniReiss said that although Canada geese had no sales promotion, Tmall's "double 11" ranked the top ten brands of Tmall platform in 2018.

According to Tmall data, as of now, Canada goose has sold hundreds of millions of yuan in Tmall, and about about 5000000 people visited the canadian goose Tmall flagship store, which is eight times the population of Vancouver.

Chinese consumers not only buy canada geese in cold weather, but also sell tens of millions of yuan on the two day of the lunar new year.

The Chinese market is one of the most important ways to grow the brand. The tense relationship between Canada and China has cast a shadow over the canadian goose's development in the region.

"There's a lot of noise in the news, but as you can see in our performance, our business continues to grow significantly, and you will see that in China and in all other markets."

Reiss says.

"We are just beginning in China."

In addition, Canada goose said it would set up a general office in Greater China to lead the local market development.

Reiss said: "we are very satisfied with the situation in China.

Our business is growing according to plan and is just beginning.

There are many opportunities for growth. Chinese consumers are very smart. They are very interested in brands like ours. "

However, when Canadian goose is booming in the Chinese market, it also feels the competitive pressure from other outdoor and winter clothing brands, including the local down jacket brand, Poseidon and Italy luxury feather clothing brand Moncler.

It is understood that the Moncler China based Asia Pacific market now has 100 retail outlets. In recent years, Posden has successfully completed the pformation of "younger", and has invited many international stars to endorse the brand so as to enhance the internationalization of the brand.

Someone had done the heat preservation experiment with Moncler, canadian goose and Boston, which sold for one thousand yuan.

Experiments show that although the international brand's down jacket is better handled in details such as velvet flower, there is almost no difference in the most important thermal insulation, knowing that the difference between them is ten times.

Bosideng has said that it will continue to increase the proportion of high-end products.

Zhu Gaofeng, chief financial officer of Bosideng, pointed out that Bosideng has increased the middle and high-end product lines, and the proportion of products priced at more than 2000 yuan has increased year by year.

The high-end product line is also a great impact on Canadian geese.

Facing the competition in the market, Reiss still has confidence in the future development of the brand.

"Fiscal year 2019 is becoming an impressive fiscal year.

With the arrival of the peak selling season, we have successfully entered the new market, launched new products, and increased the capacity to meet the growing demand of direct and wholesale two channels.

We have full confidence in the future.

Compared with Bosideng, Canadian geese are based on luxury goods.

Luxury goods are not ordinary commodities, but they are essentially for social interaction.

Most of the time, it satisfies not only the functional needs of consumers, but the psychological needs, so its pricing includes a large number of brand premium.

As a functional product, the feather down products become a very special category in the market after being added to the luxury property. It is less affected by the weather changes than the ordinary down garments, and is more resistant to the weather instability.

When consumers purchase luxury feather products, they do not fully consider the practical needs. This is the same as people who drive Land Rover in the city and buy hermes bags.

It is worth mentioning that Canadian geese are competing against other brands. In recent years, Canadian geese frequently appear in public view are facing moral accusations from animal protection organizations.

Last November, PETA released a video showing that the canadian goose supplier had done an inhumane treatment to the goose before killing a goose on a farm called JamesValley Colony Farms.

It has to be said that this has also become a time bomb in the process of brand development.

Consumers who buy Canadian geese say that wearing this coat not only does not satisfy vanity, but has attracted the criticism of strangers.

Behind the growing social controversy, it is worth considering whether consumers will abandon their products because of the controversy caused by Canadian geese.

In the industry view, nowadays, the phenomenon of survival of the fittest in garment industry has been further manifested, and the trend of consumption upgrading and consumption segmentation is more and more obvious.

The change of consumer demand has accelerated, and the reshuffling of various market segments has intensified.

Market competition has changed from opportunity oriented to capability oriented, from channel driven to product driven, from pursuit speed to quality pursuit.

So whether it's a canadian goose on the top line or a performer with a high cost performance, it is necessary to do well in all aspects if we want to continue to develop well.