Gofun, a domestic down jacket brand, recently completed a funding round with Shunwei Capital, led by Lei Jun, who has frequently worn Gofun products in public, boosting the brand's exposure. Despite achieving over 5 billion yuan in GMV across platforms last year, the brand faces growing consumer complaints about quality issues, including thin fabric, easy tearing, down leakage, and pilling. Some customers even reported sections without down filling, with customer service advising them to "wear more layers underneath."

Founder Wu Kunming ambitiously announced plans to elevate Gofun's price range to 3,000–5,000 yuan for male products by 2025, positioning it as a high-end competitor to Moncler. However, current sales data reveals that products priced between 1,300–2,000 yuan remain the core revenue driver. The brand’s most expensive down jacket (priced at 4,699 yuan) sold only one unit on Douyin’s official store, while its Tmall flagship store recorded fewer than 150 sales. Customer service confirmed that prices have remained unchanged over the past year.

Despite aggressive marketing—including collaborations with international figures like Maye Musk (Elon Musk’s mother) and celebrity endorsements—Gofun’s push into luxury markets faces skepticism. While it has expanded into high-end retail spaces like Beijing’s SKP and Paris’s Samaritaine, its online performance suggests limited consumer acceptance of premium pricing. Industry experts caution that Gofun’s reliance on influencer-driven sales and short-term ROI metrics undermines long-term brand-building, with quality control and after-sales service emerging as critical weaknesses.

Wu’s vision for 2025 includes further price hikes and luxury mall expansion, but market realities indicate resistance. Analysts argue that transitioning from a "sales-first" to a "brand-first" mindset is essential for sustainable high-end positioning.