得物双11爆单：保暖品增长翻倍客单价涨12%

作者：廖紫琳文章来源：亿邦动力

2026-11-10 14:49

作者：廖紫琳文章来源：亿邦动力

2026-11-10 14:49

邦小白快读

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总：降温带动得物保暖品类爆发，双11第一波已现高增长。

1.羽绒服、棉服和保暖套装订单周环比翻倍，00后订单超50%，客单价比去年同期上涨12%。

2.羽绒服第一波单量周环比近一倍，客单价超800元，流量转化效率环比提升47%，增量集中在男女同款、轻薄和泡芙款。

3.品牌增长明显，Canada Goose增长55%，波司登84%，鸭鸭122%，雅鹿154%；棉服第一波单量环比增120%。

总：平台给出可操作抓手。

1.商家后台提前7天降温预警，保暖服饰、配饰、秋冬户外、奢品保暖和食品礼盒可进降温会场拿流量补贴。

2.双11上线校园特惠价与校园会场，学生额外让利1-2个百分点。

3.新品按蓄水期和爆发期规划，使用营销加速包、共补券和得物神券，双11当天还有资源加码。

总：保暖消费呈现高端、大众、国潮同步放量的品牌机会。

1.羽绒服增量集中在男女同款、轻薄和泡芙款，第一波客单价超800元，流量转化效率环比提升47%。

2.品牌案例包括Canada Goose增55%、波司登增84%、鸭鸭增122%、雅鹿增154%；Polo Ralph Lauren客单价近1457元仍同比增38%、环比增66%。

3.非一线年轻人买高品质，Polo Ralph Lauren二三线城市单量占比均超20%；运动户外羽绒服女性订单近六成，女性消费增速高于男性24%。

总：营销要围绕三股需求和平台工具。

1.年轻人秋冬消费叠加温度、情绪和品质需求，礼赠、情侣同款、初雪仪式感是重要场景。

2.配饰高增长集中在情侣款、限定款、联名款礼盒，可用代写贺卡等礼赠话术和场景内容。

3.平台提供校园特惠价、校园会场、新品蓄水与爆发链路、营销加速包、共补券和神券，适合做新品打爆和规模起量。

总：降温是明确的事件型增长机会，平台已给出承接工具。

1.羽绒服、棉服、保暖套装订单周环比翻倍，00后订单超50%，客单价上涨12%；羽绒服第一波客单价超800元，转化效率提升47%。

2.高增长货盘包括保暖服饰、保暖配饰、秋冬户外、奢品保暖和食品礼盒，滑雪手套环比增154%、运动保暖内衣增83%、抓绒衣同比增54%。

3.平台政策包括提前7天降温预警、降温会场流量补贴、校园特惠价与校园会场，学生额外让利1-2个百分点。

总：经营节奏和新品打法可学习。

1.新品在蓄水期拿特色供给和大促基础流量，爆发期用营销加速包覆盖搜索、推荐、频道会场和收藏未购人群。

2.用共补券、得物神券和加速包降低起量成本，双11当天是重点经营节点。

3.风险提示是商家需提前规划商品、内容和营销，否则难接住换季与礼赠需求集中爆发。

总：产品需求集中在保暖刚需和年轻人场景化设计。

1.羽绒服需求集中在男女同款、轻薄和泡芙款；棉服成为换季黑马，笔单价约为羽绒服四分之一，契合学生质价比。

2.运动户外保暖产品有细分机会，滑雪手套环比增154%、运动保暖内衣增83%、抓绒衣同比增54%。

3.配饰高增长多是情侣款、限定款、联名款礼盒，如情侣冷帽、限定挂件、联名水杯礼盒，说明设计和礼赠属性重要。

总：商业机会与电商数字化启示明确。

1.高端、大众、国潮三条线同步放量，Canada Goose、波司登、鸭鸭、雅鹿均高增长，回力、Dickies棉服环比翻倍。

2.平台提前7天降温预警可指导备货和生产节奏，降温会场流量补贴可承接换季刚需。

3.校园特惠价、校园会场、新品蓄水与爆发链路、营销加速包和补贴工具，提示工厂要配合商家做新品打爆和场景化货盘。

总：保暖品类出现结构性增长，服务商可围绕趋势和工具做方案。

1.得物保暖订单周环比翻倍，00后订单超50%，客单价上涨12%；羽绒服第一波客单价超800元、转化效率提升47%。

2.高端、大众、国潮同步放量，Canada Goose增55%、波司登增84%、鸭鸭增122%、雅鹿增154%；棉服环比增120%，回力、Dickies环比翻倍。

3.非一线年轻人买高品质，运动户外羽绒服女性订单近六成，女性消费增速高于男性24%，礼赠和联名礼盒增长突出。

总：客户痛点和平台解决方案可转化为服务产品。

1.痛点是接住降温增量、降低新品起量成本、做好学生质价比和礼赠场景内容。

2.解决方案包括提前7天降温预警、降温会场流量补贴、校园特惠价与校园会场。

3.新品可按蓄水期和爆发期运营，使用营销加速包、共补券、得物神券，覆盖搜索、推荐、频道会场和收藏未购人群，双11当天加码资源。

总：商家对平台的核心需求是接住降温增量、打爆新品和运营年轻人群。

1.平台最新做法是商家后台提前7天降温预警，并设降温会场给保暖服饰、保暖配饰、秋冬户外、奢品保暖、食品礼盒流量补贴。

2.双11上线校园特惠价和校园会场，学生额外让利1-2个百分点，覆盖19-25岁人群及3C数码、男装、非奢箱包、玩具乐器、国货美妆和女装等类目。

3.新品链路分蓄水期和爆发期，蓄水期给特色供给与大促基础流量，爆发期开放营销加速包，覆盖搜索、推荐、频道会场和收藏未购人群。

总：运营管理和风向把握有明确抓手。

1.用共补券、得物神券和加速包降低规模起量成本，双11当天重点加码资源。

2.建议商家按商品、内容和营销做规划，抓住第一波和双11当天节点。

3.风向是00后、女性、非一线年轻人及礼赠场景增长明显，保暖服饰、配饰、户外和食品礼盒是第一波爆发力强的赛道。

总：得物双11保暖爆发提供了年轻人消费与平台运营的新样本。

1.羽绒服、棉服和保暖套装订单周环比翻倍，00后订单超50%，客单价上涨12%；羽绒服第一波客单价超800元，转化效率提升47%。

2.高端、大众、国潮同步放量，Canada Goose、波司登、鸭鸭、雅鹿均高增长；棉服笔单价约为羽绒服四分之一，学生货盘体现质价比逻辑。

3.非一线年轻人买高品质，运动户外羽绒服女性订单近六成，女性消费增速高于男性24%，礼盒和联名款反映情绪消费。

总：平台用数据预警、补贴和人群运营调节供需。

1.秋冬消费被概括为温度、情绪、品质三股需求叠加，礼赠、情侣同款和初雪仪式感成为场景。

2.平台提前7天降温预警、降温会场补贴、校园特惠价与校园会场，体现对换季刚需和学生人群的精细化运营。

3.新品蓄水与爆发链路、营销加速包、共补券和神券，显示平台营销工具化和节点资源加码的商业模式。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Summary: Cooling weather drove a surge in Dewu’s warming category, with strong growth already visible in the first wave of Double 11.

1. Orders for down jackets, padded jackets, and thermal sets doubled week-over-week; post-00s consumers accounted for over 50% of orders, and average order value rose 12% year-over-year.

2. First-wave down jacket order volume nearly doubled week-over-week, with average order value above RMB 800; traffic conversion efficiency improved 47% week-over-week, with growth concentrated in unisex, lightweight, and puffer styles.

3. Brand growth was pronounced: Canada Goose +55%, Bosideng +84%, Yaya +122%, Yalu +154%; first-wave padded jacket order volume rose 120% week-over-week.

Summary: The platform has provided actionable levers.

1. Merchant backends now issue cooling alerts seven days in advance; warming apparel, accessories, autumn/winter outdoor gear, luxury warming items, and food gift boxes can enter cooling campaign venues for traffic subsidies.

2. Double 11 launched campus special pricing and a campus campaign venue, with students receiving an additional 1–2 percentage point discount.

3. New products should be planned around the seeding and peak phases, using marketing acceleration packages, co-subsidy coupons, and Dewu super coupons; additional resources will be added on Double 11 itself.

Summary: Warming consumption presents brand opportunities across premium, mass, and China-chic segments, all expanding simultaneously.

1. Down jacket growth is concentrated in unisex, lightweight, and puffer styles; first-wave average order value exceeded RMB 800, and traffic conversion efficiency rose 47% week-over-week.

2. Brand cases include Canada Goose +55%, Bosideng +84%, Yaya +122%, and Yalu +154%; Polo Ralph Lauren maintained an average order value of nearly RMB 1,457 while growing 38% year-over-year and 66% week-over-week.

3. Young consumers in lower-tier cities are buying high-quality products: Polo Ralph Lauren’s order share in each of tier-2 and tier-3 cities exceeded 20%; women placed nearly 60% of sports/outdoor down jacket orders, and female consumption grew 24% faster than male consumption.

Summary: Marketing should center on three demand drivers and platform tools.

1. Young people’s autumn/winter spending combines temperature, emotional, and quality needs; gifting, couple matching styles, and first-snow ritual are important occasions.

2. Accessory growth is concentrated in couple styles, limited editions, and co-branded gift boxes; merchants can use gifting copy such as complimentary card writing and occasion-based content.

3. The platform offers campus special pricing, a campus campaign venue, a new-product seeding-to-peak path, marketing acceleration packages, co-subsidy coupons, and super coupons, suitable for launching new products and scaling volume.

Summary: Cooling weather is a clear event-driven growth opportunity, and the platform has provided tools to capture it.

1. Orders for down jackets, padded jackets, and thermal sets doubled week-over-week; post-00s orders accounted for over 50%, and average order value rose 12%; first-wave down jacket average order value exceeded RMB 800, and conversion efficiency improved 47%.

2. High-growth product pools include warming apparel, warming accessories, autumn/winter outdoor gear, luxury warming items, and food gift boxes; ski gloves rose 154% week-over-week, athletic thermal underwear 83%, and fleece jackets 54% year-over-year.

3. Platform policies include cooling alerts seven days in advance, traffic subsidies for cooling campaign venues, campus special pricing, and a campus campaign venue, with students receiving an additional 1–2 percentage point discount.

Summary: Operating cadence and new-product tactics offer lessons.

1. In the seeding phase, new products can obtain differentiated supply and baseline Double 11 traffic; in the peak phase, marketing acceleration packages cover search, recommendations, channel campaign venues, and users who have favorited but not purchased.

2. Co-subsidy coupons, Dewu super coupons, and acceleration packages reduce scaling costs; Double 11 itself is a key operating node.

3. Risk note: merchants must plan products, content, and marketing in advance, otherwise they will struggle to capture the concentrated burst of seasonal-change and gifting demand.

Summary: Product demand centers on essential warming needs and scenario-based designs for young consumers.

1. Down jacket demand is concentrated in unisex, lightweight, and puffer styles; padded jackets have become the seasonal dark horse, with average order value about one-quarter that of down jackets, matching students’ value-for-money needs.

2. There are niche opportunities in sports/outdoor warming products: ski gloves rose 154% week-over-week, athletic thermal underwear 83%, and fleece jackets 54% year-over-year.

3. High-growth accessories are mostly couple styles, limited editions, and co-branded gift boxes, such as couple beanies, limited-edition charms, and co-branded water-bottle gift boxes, indicating that design and gifting attributes matter.

Summary: The commercial opportunities and e-commerce digitalization implications are clear.

1. Premium, mass, and China-chic lines are all expanding simultaneously: Canada Goose, Bosideng, Yaya, and Yalu are all growing strongly, while Warrior and Dickies padded jackets doubled week-over-week.

2. The platform’s seven-day cooling alert can guide stocking and production cadence, and traffic subsidies for cooling campaign venues can capture essential seasonal-change demand.

3. Campus special pricing, the campus campaign venue, the new-product seeding-to-peak path, marketing acceleration packages, and subsidy tools suggest that factories should work with merchants on new-product launches and scenario-based product pools.

Summary: The warming category is showing structural growth, and service providers can build solutions around trends and platform tools.

1. Dewu warming orders doubled week-over-week; post-00s orders exceeded 50%, and average order value rose 12%; first-wave down jacket average order value exceeded RMB 800, and conversion efficiency improved 47%.

2. Premium, mass, and China-chic segments are all expanding: Canada Goose +55%, Bosideng +84%, Yaya +122%, Yalu +154%; padded jackets rose 120% week-over-week, while Warrior and Dickies doubled week-over-week.

3. Young consumers in lower-tier cities are buying high-quality products; women placed nearly 60% of sports/outdoor down jacket orders, female consumption grew 24% faster than male consumption, and gifting and co-branded gift boxes are growing notably.

Summary: Client pain points and platform solutions can be converted into service products.

1. Pain points are capturing cooling-driven incremental demand, reducing new-product scaling costs, and executing student value-for-money and gifting-scenario content well.

2. Solutions include seven-day advance cooling alerts, traffic subsidies for cooling campaign venues, campus special pricing, and a campus campaign venue.

3. New products can be operated across seeding and peak phases, using marketing acceleration packages, co-subsidy coupons, and Dewu super coupons to cover search, recommendations, channel campaign venues, and users who have favorited but not purchased, with additional resources on Double 11 itself.

Summary: Merchants’ core demands from the platform are to capture cooling-driven incremental demand, launch new products successfully, and operate young audiences.

1. The platform’s latest measures include cooling alerts seven days in advance in the merchant backend and cooling campaign venues that provide traffic subsidies for warming apparel, warming accessories, autumn/winter outdoor gear, luxury warming items, and food gift boxes.

2. Double 11 launched campus special pricing and a campus campaign venue, with students receiving an additional 1–2 percentage point discount; this covers the 19–25 age group and categories such as 3C electronics, menswear, non-luxury bags, toys and musical instruments, domestic beauty, and womenswear.

3. The new-product path is split into seeding and peak phases: during seeding, differentiated supply and baseline Double 11 traffic are provided; during peak, marketing acceleration packages are opened, covering search, recommendations, channel campaign venues, and users who have favorited but not purchased.

Summary: There are clear levers for operations management and trend capture.

1. Co-subsidy coupons, Dewu super coupons, and acceleration packages reduce the cost of scaling; resources are especially concentrated on Double 11 itself.

2. Merchants should plan products, content, and marketing, and seize the first-wave and Double 11 nodes.

3. The trend is clear: post-00s consumers, women, young consumers in lower-tier cities, and gifting scenarios are growing notably; warming apparel, accessories, outdoor gear, and food gift boxes are the strongest first-wave tracks.

Summary: Dewu’s Double 11 warming surge provides a new sample for understanding young consumer behavior and platform operations.

1. Orders for down jackets, padded jackets, and thermal sets doubled week-over-week; post-00s orders exceeded 50%, and average order value rose 12%; first-wave down jacket average order value exceeded RMB 800, and conversion efficiency improved 47%.

2. Premium, mass, and China-chic segments are all expanding: Canada Goose, Bosideng, Yaya, and Yalu all grew strongly; padded jackets’ average order value was about one-quarter that of down jackets, and the student product pool reflects a value-for-money logic.

Summary: The platform uses data-driven alerts, subsidies, and audience operations to adjust supply and demand.

1. Autumn/winter consumption is framed as the combination of three demand forces—temperature, emotion, and quality—with gifting, couple matching styles, and first-snow ritual becoming key scenarios.

2. The platform’s seven-day cooling alerts, cooling campaign venue subsidies, campus special pricing, and campus campaign venue reflect refined operations for essential seasonal-change demand and student audiences.

3. The new-product seeding-to-peak path, marketing acceleration packages, co-subsidy coupons, and super coupons indicate a business model built on tool-based marketing and node-specific resource boosts.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】11月初，全国迎来一次明显降温。在得物，羽绒服、棉服和保暖套装等订单量周环比增长翻倍。其中，00后消费者产生的订单超过50%，客单价比去年同期上涨12%。

其实早在得物双11大促第一波（10月20日-25日），羽绒服品牌单量周环比增长也达到近一倍，客单价超800元，流量转化效率环比提升47%，增量主要在男女同款、轻薄和泡芙款式。

从销量来看，高端、大众和国潮三条线同步放量，多个品牌翻倍增长。其中，Canada Goose增长55%，波司登增长84%，鸭鸭增长122%，雅鹿增长154%。

（除特别说明外，周环比取10月20-25日数据）

就得物奢品羽绒服单量而言，周环比增长54%、棉服增长43%、羽绒马甲89%。举个例子，Polo Ralph Lauren，客单价近1457元，但单量依然保持同比增长38%、环比增长66%；而且19-35岁用户占比超78%，二三线城市单量占比均超20%。换句话说，非一线城市的年轻人，同样在为高品质生活买单。

棉服也是今年秋冬换季的黑马——双11第一波单量环比增长120%。回力环比涨213%，Dickies环比涨206%，The Simpsons/辛普森一家、蕉下、班尼路、BIPOLAR等也都环比翻倍。

就棉服成交情况来看，19-25岁用户贡献了56%的增量，笔单价只有羽绒服的四分之一，契合得物双11学生货盘的质价比逻辑。今年双11，得物上线“校园特惠价”与校园会场，在大促折扣基础上向学生额外让利1-2个百分点。

除了羽绒服、棉服外，一些细分运动户外赛道的保暖产品也跑出了高增长。滑雪手套环比增长154%、运动保暖内衣增长83%，抓绒衣同比增长54%。

大促第一波，运动户外品牌羽绒服，女性订单占比近六成。今年9月，得物发布的《2026得物户外年轻人消费解读》，就显示女性消费者销售增速高于男性24%。

此外，在保暖配饰赛道，高增长单品，多是情侣款、限定款、联名款等礼盒。比如匹克情侣款冷帽、PINGU企鹅冰屋限定、海澜之家情侣款围巾“代写贺卡”、泡泡玛特星星人美味时刻挂件、辛普森一家限定礼盒和三丽鸥×Hello Kitty联名水杯礼盒等。

降温来袭，这波生意增量如何接住？

年轻人的秋冬消费，早已不是简单的“保暖囤货”，而是三股需求叠加：温度需求（降温货盘承接换季刚需）、情绪需求（礼赠、情侣同款、初雪仪式感）和品质需求（质价比与品质）。谁更懂年轻人，谁就能抓住秋冬增量。为此，得物平台官方上线了以下功能和频道，帮助商家做好经营：

第一，提前7天预警 + 降温会场流量补贴——保暖服饰（羽绒服/棉服/卫衣/毛衣）、保暖配饰（帽/围巾/手套/拖鞋）、秋冬户外（滑雪手套）、奢品保暖、食品礼盒（巧克力）是第一波爆发力最强的赛道。得物已在商家后台上线降温预警，提前7天通知。品牌可据此规划商品与营销，进入降温会场获取流量补贴。

第二，得物双11上线“校园特惠价”+校园会场——人群以19-25岁人群，类目以3C数码、男装、非奢箱包、玩具乐器、国货美妆和女装等为主。品牌可规划“情侣同款/男女同款”，卡“质价比”价格带，营销上用好礼赠话术（代写贺卡等）与场景内容（初雪/滑雪/通勤）。

第三，规划新品打爆完整链路——在蓄水期，为符合“高热/IP/联名/专供”的新品，提供特色供给货盘与大促基础流量；在爆发期，首次开放营销加速包，覆盖搜索、推荐、频道会场和收藏未购人群触达等关键触点，用共补券、得物神券和加速包等补贴工具，降低规模起量成本。

最后，双11当天为重点经营节点，得物还将针对性加码相关资源。平台建议商家可据此做好商品、内容和营销规划，在双11爆发期拿到生意增长。

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FAQ回顾

得物双11保暖服饰哪些品类增长明显？

得物双11期间，羽绒服、棉服和保暖套装订单量周环比增长翻倍；奢品羽绒服单量周环比增长54%、棉服增长43%、羽绒马甲增长89%。细分运动户外保暖中，滑雪手套环比增长154%、运动保暖内衣增长83%、抓绒衣同比增长54%。00后消费者订单占比超过50%，客单价比去年同期上涨12%。

得物双11羽绒服品牌增长表现如何？

得物双11第一波，羽绒服品牌单量周环比增长近一倍，客单价超800元，流量转化效率环比提升47%，增量主要在男女同款、轻薄和泡芙款式。高端、大众和国潮三条线同步放量：Canada Goose增长55%，波司登增长84%，鸭鸭增长122%，雅鹿增长154%。

得物校园特惠价是什么，覆盖哪些人群和品类？

得物双11上线“校园特惠价”与校园会场，在大促折扣基础上向学生额外让利1-2个百分点。校园会场人群以19-25岁为主，覆盖3C数码、男装、非奢箱包、玩具乐器、国货美妆和女装等类目。品牌可规划情侣同款或男女同款，卡位质价比价格带，并用礼赠话术和初雪、滑雪、通勤等场景内容营销。

得物如何帮助商家承接降温带来的秋冬生意增量？

得物在商家后台上线降温预警，提前7天通知，品牌可据此规划商品与营销，并进入降温会场获取流量补贴。新品在蓄水期可获得特色供给货盘与大促基础流量；爆发期首次开放营销加速包，覆盖搜索、推荐、频道会场和收藏未购人群，并用共补券、得物神券和加速包降低起量成本。双11当天还会加码资源。

年轻人在得物秋冬保暖消费有哪些特点？

年轻人秋冬消费已不是简单保暖囤货，而是温度需求、情绪需求和品质需求叠加：降温货盘承接换季刚需，礼赠、情侣同款和初雪仪式感带来情绪消费，质价比与品质成为决策重点。棉服19-25岁用户贡献56%增量，笔单价为羽绒服四分之一；Polo Ralph Lauren的19-35岁用户占比超78%，二三线城市单量占比均超20%。