Adidas faced scrutiny after a social media user claimed that a down jacket purchased during a live stream on a short video platform was actually produced by Xuezhongfei, an OEM partner. The user questioned the need to pay extra for an Adidas branded product instead of directly buying from Xuezhongfei. In response, Adidas customer service assured that all sold products come with a quality guarantee.
The label on the jacket indicated that it was distributed by Adidas Sports (China) Co., Ltd. and manufactured by Jiangsu Xuezhongfei Garment Co., Ltd. Many consumers consider this a standard practice, stating that it is common for brands to outsource production to established manufacturers, as long as the product quality meets expectations. Some comments highlighted that Apple's products are also often produced by OEMs.
However, there are consumers who believe that Adidas has a high brand premium, implying that buying from the brand is just for the label.
On October 20, on Adidas' official flagship store on a short video platform, other customers echoed similar concerns in product reviews, showcasing the label confirming Xuezhongfei's involvement. The product detail page revealed that the short down jacket is filled with duck down, boasting a fill power of 600+ and a down content of 80%, priced at 579 yuan. Meanwhile, on the official flagship store of Xuezhongfei, a similar jacket priced at 519 yuan has a fill power of 680+ and a down content of 90%. While the prices are comparable, the specifications of the filling differ.
On October 21, Jiemian News found that certain Adidas down jackets sold on their JD.com flagship store were indeed produced by Xuezhongfei. Notably, a men's athletic short down jacket priced at 869 yuan carries a label indicating it was made by Xuezhongfei, containing 135 grams of duck down and 80% down content, featuring warming technology. In contrast, a similarly priced short down jacket at the Xuezhongfei JD shop has 200-249 grams of duck down with a down content of 90% priced at 879 yuan. This comparison shows that for comparable prices, Xuezhongfei offers a higher down content, while Adidas includes warming technology.
Adidas customer service representatives stated that they do not have information regarding specific OEM products or manufacturing details, as all merchandise is dispatched directly from the warehouse based on actual shipments, and they refrained from commenting on the brand premium issue.
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