钻石都不再“恒久远”,波司登的IP溢价还能撑多久?

摩根商研所
Jan 25

羽绒服市场变局:高端“降温”,平价“升温”。冬天是羽绒服的旺季,只不过这次的“火”有些太旺了。最近波司登遇到了些小麻烦。起因是有位消费者发现波司登门店一款售价2099元羽绒服,充绒量只有86克,质疑品牌溢价过高。随后#波司登2299元羽绒服充绒量86克#、#波司登同价位羽绒服充绒量3倍多#等词条上了微博热搜,开始了一轮羽绒服“含绒量”大检查。用“沉默”地回应而非“专业”地回击客观来看,波司登这次的...

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