Who has taken over the wardrobes of the CEO circle this winter?

Looking at the consumer market in recent years, the high-end consumer camp once occupied by international big brands has cooled down, and the luxury goods industry, which once focused on style and only targeted the wealthy, has also entered a period of pain. For example, Estée Lauder, which focuses on the high-end beauty field, saw its net profit drop by 61% in 2024. Kering Group, which overly relies on Gucci, also expected in October that its full-year profit would drop by more than 45% year-on-year. Looking at the luxury car sector, starting from when the price of Porsche dropped below 400,000 yuan, traditional luxury cars led by BBA have also been impacted by China's new energy vehicle companies.

When the once-dominant foreign giants lost the Chinese market, high-end consumption has also faced unprecedented doubts. From the "cost performance" in the era of low-price competition to the "quality-price ratio" in the era of rational consumption, these changes in consumption logic make us have to think: When the price increase for upward breakthrough is blocked, and downward, there is the homogeneous involution competition. Where is the breakthrough opportunity for Chinese brands?

But at least one thing is clear at the moment, that is, blindly getting involved in low-price competition is not sustainable for the development of enterprises, industries, and the industrial chain. Because it will make the entities in the entire industrial chain lose the profit of innovation.

Perhaps from a different perspective, The loss of international big brands is providing an unprecedented opportunity for the upward path of Chinese brands. Just like a group of foreign auto company executives at the Shanghai Auto Show, who couldn't move their feet around BYD's high-end brand Yangwang; Huawei, with its native Hongmeng operating system and Kirin chip, has triggered a reservation frenzy for the high-end flagship Mate70 across the entire network. In the down jacket industry that "makes a living in winter", after the Double Eleven "battle", a dark horse emerged: Gaofan.

Yang Mi, the global brand ambassador of Gaofan, joins hands with Gaofan to witness the good sales performance of high-end goose down jackets

In the four hours after the Double Eleven sale started this year, Gaofan ranked in the top 3 of the women's clothing category on Tmall, achieving sales of over 100 million yuan. If data is an abstract expression, then the recognition of celebrity elites is the best way to tell how Gaofan snatched the Chinese high-end down jacket market from the two down jacket "powerful rivals", Canada Goose and Moncler.

From Lei Jun, the tech tycoon, to Luo Cheng, the "second son" of Holiland, to Shi Zhancheng, the third-generation successor of Grace, these presidents of different age groups have all put on the future wool goose down jacket pioneered by Gaofan, and a kind of confidence and competence exclusive to the elite has become the common denominator of their attractiveness. In other words, Gaofan, a down jacket brand with 20 years of industrial accumulation, has swept the wardrobes of presidents this winter.

On November 25, Yang Mi, who just announced as the global brand ambassador of Gaofan, dropped into the Gaofan live-streaming room to present the bosscode styling session. As the queen of styling in the Chinese entertainment industry, Yang Mi has also formed her own "Mi-style styling" style from sweet, cool, and street in recent years. This time, she appeared in a black future wool goose down jacket, adding a bit of intellectual charm to the "Mi-style styling".

Yang Mi prefers Gaofan's future wool goose down jacket, highlighting the intellectual charm of styling

With the recognition from top stars and the elite circle, the bosscode trend set off by Gaofan has been passed to the consumer end. According to the official data of Gaofan, on the day when Yang Mi dropped into the Gaofan live-streaming room in a future wool goose down jacket, the total exposure of its single live-streaming exceeded 35 million, and the peak online number exceeded 100,000+. At the same time, the transaction GMV on this day also exceeded the 20 million mark, far exceeding the 2-fold growth of the down jacket market, and ranked TOP1 on the list of women's down jacket items on that day.

The highlight moment of the live-streaming room is widely spread on social media

In fact, the elites who pursue "everything should be better" have passed the era of conspicuous consumption. With the development of society and economy, a group of aspiring classes who pursue a higher level of quality of life and spiritual pursuit, as the American scholar Elizabeth Currid-Halkett mentioned in her book "The Sum of Small Things" published in 2017, are more willing to spend more for high-quality products and services.

Then the question comes: When the international luxury brands that relied on selling LOGOs suffered a fiasco in the Chinese elite consumer circle, why is it Gaofan, which has been established for 20 years, that breaks through and takes the Chinese high-end down jacket market?

When Cashmere and Goose Down "Meet at the Peak", How Does Gaofan Define the President's Style?

The rise of the "20-minute park" effect has allowed people who are eager to escape the concrete jungle to find their spiritual territory outdoors. Especially as winter approaches, the enthusiasm of those aspiring classes who yearn for wild luxury for winter sports such as skiing is gradually heating up. From Courchevel in France, to St. Moritz in Switzerland, to Aspen in the United States - these top global outdoor skiing resorts have attracted a large number of luxury stores.

This is because the current outdoor scene is not only diversified but also luxurious. According to the "2024 Luxury Outdoor Clothing Fashion Trend White Paper", as luxury outdoor has become a new top trend, as snow travel, luxury camping, and hiking, which were once limited to the elite circle, begin to become mainstream, people have put forward new requirements for outdoor clothing.

From the comfort of wearing to the fashion design of clothing, from the material and craftsmanship of the fabric to the professional functionality, compared with the "functionalism" that outdoor clothing simply pursued in the past, consumers of luxury outdoor are more demanding, not only requiring clothing that covers different scenarios, but also integrating comfort, fashion, and performance. Especially when a Gorpcore trend has emerged on TikTok, luxury brands represented by Zegna and Loro Piana have also started to explore the luxury outdoor field in recent years.

Outdoor represents the primitive and wild, while luxury emphasizes the exquisite and scarce. Are these two in conflict? Actually, not necessarily. Just like the "Glamping" trend that has emerged in the past two years, which is the combination of glamorous and camping, it emphasizes the balance between the outdoors and luxury. And this balance based on functionality, fashion, comfort, and quality has begun to force the innovation of the Chinese clothing industry.

Fabric to clothing is like a chip to a mobile phone. In the high value-added upstream of the clothing industry, Gaofan pioneered the future wool goose down jacket, and its nano-molecular membrane patent combined with the future wool fabric, breaking the technological barrier of international brands at one stroke. As is well known, Angora wool and Cashmere wool cannot be machine-washed. Because under the strong physical and mechanical action of the washing machine that makes the clothes rub against each other, the small scales between the wool will entangle and knot or break.

Under the effect of the patented nano-molecular membrane technology, Gaofan's future wool fabric can not only be machine-washed, but also achieve breakthroughs such as no ironing, windproof, rainproof, and scratch-resistant, solving the pain points of ordinary wool coats that are heavy, difficult to take care of, pilling, and cannot be machine-washed, windproof, and rainproof. Coupled with Gaofan's unique "Outdoor Storm Resistance" technology as a protective shell, the future wool fabric not only ensures the advanced texture of wool but also achieves the professional protection of functional chemical fiber fabrics.

The quality and content of the down determine the core warmth retention ability of the down jacket. And Gaofan, which only makes goose down products, The future wool goose down jacket launched by Gaofan uses the five-country directly-purchased flying velvet with a fluffiness of 800+. With the support of three core technologies: China Anti-Mite Technology, Swiss Antibacterial Technology, and Canadian Water-Repellent Goose Down Technology, this kind of goose down, which can be called the "Flying Velvet Emperor", has a down content of 95%, a fluffiness of 800+, and a cleanliness of 1000+, which are far higher than the national standard.

If "down" determines the basis for Gaofan's future wool series to establish a high-end market positioning, then the core technology represented by the specialized heat storage technology has become the confidence for Gaofan to break the core technology monopoly of international brands.

Today, Gaofan's specialized heat storage technology has been upgraded to the fourth generation. Compared with the average level of the industry, where the internal temperature rise is generally only 1.4°C, Gaofan's future wool series, with the help of nanomaterials and heat storage and temperature-locking technology, can increase the body temperature by 2.5°C in an extremely cold environment.

From fabric innovation to down filling quality to heat storage technology, Gaofan's future wool goose down jacket redefines the standard of luxury outdoor. And this standard has been reported by authoritative media such as Xinhuanet. According to the test results reported by it, Gaofan's future wool goose down jacket exceeds international down jacket brands worth tens of thousands of yuan in six dimensions: fabric, down filling, waterproof, heat storage and temperature rise, anti-down drilling, and anti-wrinkle.

China is a global manufacturing power, and the textile and clothing industry is one of the largest categories of manufacturing in China. However, in the past 70 years of ups and downs, China's clothing industry could only stop at the labor-intensive ready-to-wear manufacturing link. At both ends of the smile curve, whether it is the design and research and development of fabrics and clothing, or the high value-added links such as brand marketing in the downstream, they are often controlled by enterprises in Western European countries.

Today, with the future wool goose down jacket, Gaofan has achieved a breakthrough and transcendence in core technology, which can be said to have broken the international brand monopoly in the luxury outdoor clothing field. One of the most intuitive examples is that Gaofan has also jointly launched the world's limited 88 pieces of the 1850 Future Cashmere Goose Down Jacket with Milena Motta, the former design director of the top luxury cashmere brand Loro Piana, and Burak Uyan, the former design master of the top luxury goose down jacket brand Moncler. It adopts the luxury cashmere fabric of Loro Piana and the "Kirin Velvet Emperor" filling with a fluffiness of 850+, and the cashmere and goose down "blend seamlessly", becoming the choice for skiing vacations of the members of the Belgian Ligne family, the European noble family.

Charles and his family of the Belgian Ligne family choose Gaofan 1850 Future Cashmere/Future Wool Goose Down Jacket

Loro Piana, as a cashmere brand that is comparable to "Hermès" in the luxury goods pyramid, has been loved by global royal celebrities such as Princess Charlene of Monaco, Meghan Markle, the LVMH family, and David Beckham. Perhaps in the near future, in those top global outdoor skiing resorts, there will be more and more "president elites" wearing Gaofan's future wool series galloping on the ski slopes.

From breaking the core international monopoly to competing for the high-end market camp, a very core reason why Gaofan can achieve the high-end breakthrough of Chinese brands is, as Wu Kunming, the founder and chairman of Gaofan, previously stated that since the establishment of the Gaofan brand, it has set the concept of "user first, innovation-driven, technology and aesthetics". It is based on this concept that Gaofan allows the designers of the top brands in the two fields of cashmere and goose down to "meet at the peak" and redefines the "president's choice" that the public yearns for.

Breaking the Technological Monopoly of International Brands, How Does Gaofan Tell the Global Story of Chinese Brands?

Why do we say that the loss of international big brands has opened the way for the high-end development of Chinese brands?

If we trace the development history of luxury goods, we will find that China was once also a luxury goods country that influenced global consumer culture. From the opening of the Silk Road by Zhang Qian in the Han Dynasty, who brought the best silk from China to Rome through Persia at that time, to the special belt for civil and military officials in the Tang Dynasty that even the wealthy might not be able to buy, to the voyages of Zheng He in the Ming Dynasty, who transported Chinese porcelain, tea, etc. to overseas, China has occupied an important position in the luxury goods field since ancient times.

However, with the ebb and flow of history and