(Yicai) Oct. 28 -- Sales of down jackets are surging during the first wave of the annual Double 11 shopping festival in China, mainly due to effective promotions and cold weather hitting the country, with domestic brands selling best.

Down jacket sales across all e-commerce platforms have soared between 60 percent and 70 percent since the start of this year's Double 11 from the same period last year, a representative from Jiangsu Yalu Brand Operation's supply chain told Yicai.

Consumers this year are more focused on the cost-performance ratio of products, the person noted. They tend to purchase down jackets priced between CNY400 and CNY1,500 (USD56 and USD210), with those in the CNY400 to CNY600 range being the most popular, the person added.

People also pay attention to the brand of the jacket and key quality indicators, including filling material and down fill power, the person pointed out, adding that they also consider waterproofing, windproofing, breathability, and other features.

Chinese down jacket brands are gaining favor with more and more consumers due to their relatively high cost-performance ratio, good quality, and designs that better meet the needs of locals, the person pointed out.

For example, a product from Japan's Muji was the only non-Chinese branded item on the top 10 Bestselling Women's Down Jackets list of JD.Com on Oct. 25.

However, Chinese down jacket suppliers face challenges with rising raw material costs. The price of 90 percent white goose down jumped around 9 percent to CNY1,200 per kilogram over the past six months, while that of 90 percent white duck down rose 11.7 percent, according to data from CN-Down.

One reason for the increase in down prices is the reduced supply due to less poultry farming, the supply chain representative said. Another reason is the increased production costs resulting from the new national standards for down quality, along with speculative factors, the person added.

To cope with the rise in raw material prices, down jacket manufacturers promptly adjust their product structures according to market demand and work with suppliers to reduce procurement costs, the person noted.

Editors: Tang Shihua, Martin Kadiev