“many clients are now buying three pairs of assault clothes, and at the end of september i was asked to buy them.” recently, the staff of an outdoor shop in beijing spoke of china's new latitude. At present, the best-selling assault suit in this shop is a tri-velvet product with a price of $1590, most buyers being young customers。
Fowl or assault suit
The beijing free photographer, li yong, was not an outdoor fan, and during her field trip last september, she was forced to buy a three-and-a-half-scrambling suit at the local mall, which she was forced to make during the rainy season。
Triple-coated assault jackets, i. E., “a jacket + an inner urchin” structures, are usually divided into two types of urchins, which are known for their separate and combined wearing。
“it's convenient for such an assault suit to be carried lightly, cleanly and in combination, to fold it in the cold and to wear it alone.” li yong said. With the benefit of the assault suit, she bought two more in a row, the brand of jeep and the pathfinder, at a single price of about $1,000. "the standard i'm buying is to look good, and the second is to have lots of bags and good material."
Shanghai university student feng xiao is also the new man in the “into the pocket” assault suit this year. At the beginning of october, she purchased a three-and-a-one-a-star suit at a price of $499. Once she arrived, she fell in love with such clothing. "it's nice to wear a coat, and to wear it as a feather when it's cold." feng xiao said。
In the last two years, assault clothes have become a fashion product popular with young consumers。
According to data released last august by ye eun, the size of china’s sports outdoors market is expected to increase to 600 billion yuan by 2025, and assault clothes have become the core discussion class in the outdoors scene, with the highest volume of volume growth. According to mirror insight data, from august 2023 to september 2024, the sales of assault clothes on mainstream electric power platforms exceeded $10 billion。
On the shivering platform, the topic “standing suit” interacted with 142 million people, while the number of little red book “standing suit” notes exceeded 2. 5 million. During the 618th of this year, the turnover of boxers in kyoto increased by more than 100 per cent each year。
In the category of assault jackets, the triangulation of the top is the focus. According to the white paper on trends in the outdoor industry of the 23aw movement, published by cbndata in january this year, nearly eight of the top 100 sales in 2023 were made out of a three-coated assault suit。
Liu wei, the owner of the outdoor stores of beijing’s main camp in the north, the original bird, and tianyuan, also felt the heat of three pairs of t-shirts. “we used to sell three pairs of t-shirts in winter, dominated by t-shirts, and sold well in the last two years.” liu wei said that the price of each brand he represented had increased by 10 per cent this year。
On the electrician platform, the triple-and-one assault suit is also a current hot-selling category for major brands. According to the hot list of assault clothes released by skycat in mid-october, 11 of the top 20 products were three-coated assault clothes. The national product card is the dominant one, with birshi and the camels, the road-crossers and the antma on the list。
In terms of prices, the top-heat-sellers are dominated by top-notch top-notch shirts of up to a thousand dollars, with top-notch birshi and triple-to-stand-stand-station suits of more than 10,000 items for nearly seven days and over 200,000 copies sold over and at a price of between $499 and $990, of which $499 is for fowl and $990 for feathers. For the second and third products, the prices were $399 and $699 respectively。
Since october, there has been a significant increase in the sales of t-shirts on “what to buy” platforms in consumer content communities. The data show that the gmv for related commodities increased by 325. 4 per cent and the ring scale by 248. 2 per cent。
Behind that, the sports outdoors have come this year to consume new winds. On 21 october, after the official sale of skycats 11, 15 sports outdoor brands were sold for 4 hours, 52 were broken in millions and 1388 were doubled. This represents an increase of 180 per cent in the case of birkhet and the year-on-year increase of 110 per cent in the case of the mammoth and 85 per cent in the case of the year-on-year increase。
Can the assault suit survive the winter
The clothing industry analyst yang dao summed up the trend this year: “in the process of blending with the assault suit, the feathers became the guts of the assault suit.” many consumers chose to wear the suit for the winter。
The ip said for beijing's netizens, “not for long outside, three-and-a-half-a-slash suit with a sweater, i can wear it before spring.” i've been travelling on the subway for years and i've been wearing a fluffy inner-coloured suit, which can be folded into a cashmere or a thick coat.”
This, however, may not mean that consumers in the north can completely abandon their feathers. A lot of internet users suggested that at the coldest, they should wear feathers for the winter. In the north-east, however, the velvet is still a “fashion of life”. Harbin's friend said, "i'm cold in a three-and-a-one suit." "the winter in the northeast will punish everyone with a hard mouth."
In recent days, new latitudes have come to beijing as a consumer at a dicanom gate shop, where staff have stated that, while the t-shirts are recent and hot, it is recommended that consumers start from the practical point of view that, for winter in the north, the puffs remain warmer than the t-shirts。
The passenger service at the official flag shop of camels indicated that a three-and-a-one assault suit could be worn at different temperatures in accordance with the courage of the inside. For example, the velvet is suitable for temperatures of around 0°, the velvet is suitable for temperatures of around 10° below, and the velvet is likely to wear around 15° below. If the consumer is afraid of cold, it is suggested to wear an additional warmer inside. The velvet velvet velvet product, with a price of $799, was described as containing 85 per cent velvet。
The official flag shop's passenger service told china that, at mid-latitude, the owner of the assault suit was not directly warming, but protecting, for example, against the rain and wind, thereby keeping the internal heating layer warm, and advised consumers to keep it warm through multiple layers. A single assault suit is suitable for around 10 to 20°, and can be worn with the guts of the velvet, which can be worn at about 5° below zero and 10° below zero。
The assault clothes track is full of outsiders
Despite the good sales volume, the need to buy a triple-tort suit has been discussed by many consumers on the web platform. New chinese and chinese latitudes have found that, in the view of consumers who do not see the need to buy them, only “hard cases” (i. E. Assault jackets) can be bought, and when required, combined with guts, effectively perform the functionality and professionalism of the assault suit. In the view of consumers in favour of purchase, a three-and-a-one-sword suit is less expensive, and daily commuting and tourism are sufficient。
It has also been observed at the china new latitude that many consumers of t-shirts are not outdoor enthusiasts, but rather have chosen to wear them in their daily lives because of the recent fashion of the mountain system. These consumers do not value the functionality of the assault suit, but rather its aesthetic and sexual value, and the purchase of three-to-one assault suit costs more than $1,000。
A comparison of the assault jacket folding system provided by the official flag shop of the original bird indicates that the consumer of the original bird is required to purchase the outer jackets and the heating layer separately, with different matching through different products. The lowest-priced hard-shell in the shop is $4,500, with a combination of inside gall, including tweeds, warm cotton clothing, and above $2,000 each。
Check-out of the official flag shop
The discussion between the two groups of consumers also revealed to some extent differences between professional outdoor players and ordinary consumers。
“in terms of actual market conditions, the functional nature of a triple assault suit is not really the most important for mass consumers. At present, young consumers wear prominent emotional demands rather than pursuing professional functions such as rain-proofing.” yang said, “they want to enjoy themselves by wearing outdoors and catching up. The current consumer market for emotional demands is quite large.”
Against this background, many non-outdoor brands compete for “cross-border” assault jackets. This is the case for example of bosden, the velvet, the sports brand, the sunproof brand, the base brand, etc. Antex's triple razor also ranks eighth on the recent skycat razor hot list at $489. At a launch in august this year, the clothing brand metsbongwe clearly identified the newly launched assault clothing product as a “large-scale replacement”. In august this year, the tokyo builder also began to raise a crowd for assault clothing products. According to a performance release organized by bosden in june this year, the sale of three pairs of assault clothes has exceeded $600 million since their listing last september。
Yang dang told china that “the great difference between outdoor equipment and fashion is that the former have a technological content, a high threshold and a high investment in research and development. The greater the functionality, the higher the cost, the higher the price, which is inconsistent with the demand for mass consumption. As a result, many of the brands now use value for money as their main competitiveness and the concept of substitution, even if it is less functional than a professional product, but it is possible to obtain short-term sales and attention by stimulating consumer sentiment.”
However, in the view of industry, the market entry threshold for fashion outdoors is low and competitive, making it more difficult to maintain irreplaceable competitiveness over the long term。
“in the long run, it is the professionalism that determines the longevity of outdoor brands. There are limits to the massization of professional products behind the technology content and the demand for enterprises to balance prices with technological lead is very high.” according to yang, “while there will be fewer competitors in the professional market, brands will have a huge investment in sustaining long-term growth, so that the general brand will not choose the `roll' market”
“this is a common phenomenon in the rising heat of the industry, and every enterprise wants to dig for gold from the assault clothes track, which in itself is also a process of sanding. With full market competition, only a few brands can last. For participating enterprises, there are both popular and unique, innovative and professional products.”
