If you're not going to climb snow-capped mountains, do you really need to spend 2,000 yuan on a "hard shell"?

Do we really need to spend $2000 on a professional-grade hardshell waterproof jacket if we don't plan to climb snow-capped mountains?

In today's consumer context, there is a commonly overlooked misconception. Although people are used to collectively referring to "hardshell" and "softshell" jackets as waterproof jackets, strictly speaking, only "hardshell" jackets with full seam-sealed technology can meet the national standard GB/T32614. They can be used on snow-capped mountains and withstand heavy rain, but the cost is a stiff fabric, noisy friction, and poor breathability. On the other hand, the "softshell" jackets, mainly designed for daily commuting, also known as the "city style," do not adhere to this strict national standard in terms of craftsmanship to ensure breathability and softness, even for international high-end brands that cost thousands of dollars.

"The fabric of city waterproof jackets is better, but the workmanship is relatively simpler. Outdoor waterproof jackets involve more complex workmanship. They require a production line worth over a million dollars and a heat-sealing process, which makes the manufacturing more troublesome. That's why hardshell jackets are more expensive," said General Manager Wang, the person in charge of the "Chaost" factory in Jinjiang, who has been in the waterproof jacket business for many years and knows the ins and outs well.

As the operator of a source factory, the 200-yuan best-selling jackets produced by his factory have sold 15,000 pieces on a single platform. These waterproof jackets mainly meet the needs of urban users. Although they abandon the full seam-sealed technology that can withstand heavy rain, there is no downgrade in fabric quality. Instead, improvements have been made for better comfort. According to this standard, for 90% of consumers who mainly stay in the city, blindly pursuing hardshell jackets essentially means paying for "excessive performance" and "brand premium."

Now that we have defined the "city standard," can we really buy a qualified softshell jacket within the 200-yuan price range?

Regarding this, there are at least three hard indicators in the industry for reference: First, the waterproof index. It is recommended to reach over 5000mm so that it can withstand moderate rain in the city. Second, the moisture permeability index. It is best to choose one over 5000g. Otherwise, when squeezing into the subway during rush hours, you'll feel like you're in a sauna. Third, the fabric count. It is recommended to choose a densely woven fabric of over 75D to ensure both wind resistance and abrasion resistance.

These parameters are usually marked on the product detail page. If not, you can directly ask the customer service. In addition to these indicators, General Manager Wang also pointed out a visual inspection method used by source factories:

First, look at the stitch density. Compared with the "common goods" on the market with large stitches that are prone to coming loose, high-quality products usually adhere to the strict standard of "16 stitches per 3 centimeters" to ensure the durability and aesthetics of the garment. Second, look at the brand markings. To facilitate downstream merchants to attach their own labels, inferior common goods usually leave the hardware and washing labels blank. However, General Manager Wang insists on printing exclusive brand elements on details such as zippers, inner labels, and reflective strips on the back to distinguish his products from those "universal generic goods."

The ability to incorporate sufficient details and ensure profits at a selling price of 200 yuan is due to the mature industrial cluster in Jinjiang. Here, all fabric and auxiliary materials can be sourced within an hour's drive. In addition, the factory's 30-year business reputation of "settling payments monthly and never defaulting" also enables Chaost to get the lowest purchase price for raw materials.

With high-quality products and extremely low production costs, how to reduce the cost pressure on the sales end is also the key to price control.

General Manager Wang admitted that his operation strategy is to make full use of the platform's policies and superimposed discounts. Behind this is the direct support of Pinduoduo's "100-billion subsidy" policy. By reducing the technical service fee to 0.6% and refunding promotion fees, the platform has effectively reduced the cash flow expenditure of merchants, preventing the operation cost from being passed on to consumers.

Meanwhile, Pinduoduo's "100-billion support" program provides guaranteed traffic support for high-quality "black-label" products, helping the factory achieve economies of scale. The order volume of 100,000 in the off - season and 4 million in the peak season means that the factory equipment can operate at full capacity, greatly reducing the depreciation cost. This model of "low operating threshold + high - certainty sales volume" allows the factory to pursue profits through extremely high turnover efficiency in a low - profit margin and ultimately pass on the price advantage to consumers.

Looking through the hundreds of thousands of reviews of the Chaost store, "practical," "abrasion - resistant," and "convenient pockets" are the most frequently used words. This reflects that consumers are becoming more rational: in extreme adventure scenarios, people are willing to pay for technological premium, but in daily commuting, they are no longer willing to pay for functions they don't need.

Clearly understanding one's own needs and only paying for effective functions is undoubtedly the current consumption consensus.