JD.com data shows that during Double Eleven, the turnover of cotton clothing designed with military coats increased by 181% year-on-year. (Screenshot of JD platform web page)
[The Epoch Times, November 29, 2023](Comprehensive report by Epoch Times reporter Li Jing) In the 1980s and 1990s, cheap and warm military coats were the clothing choice of many Chinese people, until leather jackets and down jackets was gradually replaced by the emergence of Now, against the background of China’s continued economic downturn, military coats are making a comeback this winter, constantly squeezing the down jacket market.
Recently, after the topic “average price of Bosideng down jackets rose to 1,600 yuan” became a hot search topic, the topic “domestic down jackets sold for 7,000 yuan” became a hot search topic again. Chinese consumers no longer only discuss that Bosideng’s down jackets are expensive. .
Today’s young people are very good at spending. Down jackets are expensive and they can quickly find substitutes for down jackets. The most popular categories are jackets and military coats.
According to “Blue Whale Finance”, jackets have become the most popular choice for young people this year to replace down jackets. Young people wearing jackets can be seen everywhere on the street. According to data from a Chinese e-commerce platform, the sales of jackets during Double Eleven (October 20-25) increased by 200% year-on-year.
In addition, young people are no longer satisfied with just buying jackets, and have also found more alternatives to down jackets.
Recently, the temperature in the north has dropped, and a short video of college students from Liaoning, Hebei and other places forming a group to wear military coats to class has gone viral. Students said that military coats are very effective in keeping warm.
As the video of a group of college students wearing military coats and walking into the classroom with smiles flooded the Internet, military coats once again entered the public eye. Some netizens even said that “military coats are taking over the winter market.”
According to “Times Finance”, “Military Coat Jacket” has recently been on the hot search list on e-commerce platforms, with a popularity of 670.3W, and the popularity increased by 14% that week. Among them, the best-selling link starts at 55 yuan, with monthly sales of 50,000+.
JD.com data shows that during Double Eleven, the turnover of cotton clothing designed with military coats increased by 181% year-on-year.
“Xinpinlue Finance” noticed that on November 27, the topic “The price increase of down jackets has given up the market to military coats?” became a hot search topic, which once again triggered a discussion on the comparison between down jackets and military coats. According to the media, the reason why jackets and military coats attract the attention and purchase of more and more young people is mainly because they can meet the various needs of young people.
Faced with expensive down jackets, young people need more cost-effective alternatives. The price of down jackets has been rising in recent years. The price is getting more expensive year by year, ranging from a few hundred yuan to a few thousand yuan, and even tens of thousands of yuan. Compared with jackets, military coats are more cost-effective. Cheap military coats only cost a few dozen yuan, while expensive ones cost a few hundred yuan. A 167-yuan military coat can also withstand the severe cold.
According to “Red Star News”, on November 28, after on-site visits to many stores and online conversations with many merchants and consumers, we learned that the current sales of military coats on e-commerce platforms have indeed increased.
“This year, more students are buying military coats than in previous years, but the demand is still greater in the north, and there are also shipments from the south. Online sales are still more single items, but there are also group purchases.” An e-commerce customer service person selling military coats Said that the current sales volume of his store on the platform has exceeded 10,000, and recent sales have shown an obvious upward trend.
In addition, a merchant on Taobao also said that the military coats they sell are mainly warm-keeping clothes, and their wear is not limited to occupations. “This year, more students bought it than in previous years, and the delivery is in the north (winter).” More.”
According to the “Qilu Evening News” report, at Linyi Jiuhong Labor Protection Products Store, owner Liu Changhong said that since November, people have called every day to inquire about the sales price of military coats, delivery channels and other issues. Contrary to down jackets that cannot be sold, in his store, the sales of military coats alone have tripled compared with previous years.
“A military coat costs about 100 yuan, which is more than ten to twenty times cheaper than a good down jacket. It has good thermal insulation effect and is easy to care for and clean.” Speaking of the popularity of military coats, Liu Changhong believes that the reason for their high cost performance is root cause.
Other mainland media commented that some people say that “reverse consumption” is another way of saying “consumption downgrade” under the weak economic situation. In fact, “reverse consumption” is a consumption perspective among young people who rationally keep their “money bags” tight.
Editor in charge: Sun Yun#
#Young #people #Chinas #economic #downturn #buying #cheap #military #coats #cold #Epoch #Times
2023-11-28 23:25:58
