In the current consumer market, a notable trend is the profound transformation of the consumption habits of the new middle class. They no longer blindly pursue brand logos for display, instead placing a greater emphasis on the cost-performance ratio and quality-value of products, with the characteristics of this era of rational consumption becoming increasingly prominent.
In recent years, although the global luxury goods market has continued to grow, the consumption attitude of the new middle class has become increasingly cautious. Once, they were regarded as "aspirational consumers" by the luxury goods industry, driving the prosperity of the luxury goods market during the pandemic. However, today, they are more thrifty and no longer readily pay for the high brand premium.
This change has directly affected many luxury brands that rely on middle-class consumption. The sales of brands like Gucci have declined, and the founder of Kering Group has even fallen out of the top 100 on the global billionaires list. Similarly, brands like Burberry, the former windbreaker giant, are also facing performance difficulties, with stock prices plummeting and rumors of acquisition circulating. These brands' excessive price increases and exclusionary strategies have undoubtedly exacerbated the dissatisfaction and loss of new middle-class consumers.
At the same time, the size of China's new middle-class has exceeded 245 million, and it has been growing continuously for three years. This庞大的消费群体对 any brand is an indispensable market. How to re-understand and win the hearts of the new middle class has become a key issue for brands in the global largest single consumer market, China.
In the consumption view of the new middle class, the era of炫耀性消费 has ended. They prefer brands that have both quality and modesty. For example, leading brands in niche markets like Loro Piana and ZEGNA have won the favor of the new middle class with their tranquil luxury style. Consumers no longer pay for simple logos, but instead pay more attention to the intrinsic value and design of the products.
Against this background, the Chinese high-end down jacket brand Gaofan has successfully attracted the attention of the new middle class with its excellent product quality and design. On December 18, 2024, Gaofan launched the Paris Haute Couture series of down jackets at the Beijing SKP boutique store, in partnership with brand endorser杨幂. This limited edition down jacket, designed by former Dior Haute Couture designer Maria and intangible cultural heritage Miao embroidery inheritor Ou Donghua, perfectly combines Paris Haute Couture craftsmanship with Chinese intangible cultural heritage Miao embroidery, showcasing the collision and integration of Eastern and Western aesthetics and culture.
The launch of Gaofan's Paris Haute Couture series has not only sparked a rush of purchases online and offline, but also highlights Gaofan's unique position in the new middle-class consumer market. The new middle class is no longer satisfied with traditional luxury goods consumption, but instead places more emphasis on the actual benefits and personalized needs of products. Gaofan has upgraded the quality of down jackets, transforming this functional garment into a high-end product integrating fashion, technology, and quality.
The technological content and innovative capabilities of Gaofan in the down jacket field are also important reasons for its popularity among the new middle class. From fabric selection to filling material processing, to the application of heat retention technology, Gaofan strives for perfection. The black gold down jacket uses the luxurious black stone Haute Couture fabric, the fluffiness of which reaches 850+ with the Qilin down, and the new fourth-generation KEGUO heat retention technology, all reflecting Gaofan's pursuit of product quality to the extreme.
Gaofan has also established a luxury standard in the down jacket field through the integration of resources from the world's three major luxury research centers and the addition of 161 patented inventions. It not only performs well in the domestic market but also showcases the strong power of Chinese brands on the international fashion stage. From the Galeries Lafayette Haute Couture in Paris to the Beijing SKP boutique store, Gaofan, as the global top luxury dual store king, has won the recognition and love of global high-end consumers.
The success of Gaofan lies not only in the excellent quality and innovative design of its products, but also in its profound understanding and precise grasp of the new middle-class consumption needs. In the era of rational consumption, Gaofan has reshaped the down jacket field with luxury standards, setting a new benchmark for the high-end path of Chinese brands. At the same time, Gaofan has also won more voice and influence in the global high-end market through a strong leap on the international top luxury stage.
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