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Down garments have only 20 years of history in the development of the domestic market, but the market has developed rapidly. In the early 1980s, the annual domestic sales volume of down jackets was only hundreds of thousands of pieces, and now it has reached 60 million. Especially in recent years, competition between brands has intensified. According to statistics, currently in key cities, the total sales of down jackets show increasing brand concentration. Bosideng Down accounts for 15.58% of total sales, and the top 10 brands with a certain sales volume account for 40.13% of total down jacket sales. This shows that the market is the best brand for down coats concentrating. With intensifying competition and successful market operations by strong brands, a group of low-cost brands competing solely for market share will be pushed out of the market, while well-known brands will occupy the dominant market position.
The 21st century is an important stage for the "reshuffling" of domestic trade in down products.
In addition, foreign brands have also launched down jackets and joined the market competition. The entry of foreign brands into the down market will promote the progress of China's down industry in expanding the market towards foreign brands. Bosideng, Duck, Sze Lok by Victoria, and other independent brands have been taking steps towards foreign developers in the market.
In the fierce market competition, some companies have started to prepare for their down jackets not shining in both "East and West". Some production companies either produce well-known brand down coats or extend to home textiles, women's wear, fashion, and other products to reduce market risks.
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