In the past two days, many topics about military coats have rushed to the hot search.
In the early 80s of the 20th century, cheap and warm military coats were the clothing choice of many people, and this trend continued until the 90s of the 20th century, until the emergence of leather jackets and down jackets was gradually replaced.
Recently, with the video of a group of college students wrapped in military coats and smiling into the classroom, military coats have once again entered the public eye, and some netizens even said that "military coats are occupying the winter market".
Military coat swiping the network
Online merchants: More students are buying this year
After a cooling, several Northeast college students teamed up to wear military coats and walked into the classroom, and the video was liked by nearly 2 million people after it was uploaded.
According to the Qianjiang Evening News, the video shows that in a classroom with IP positioning as Shenyang Agricultural University, about 8 male students wearing green military coats walked into the classroom one after another, attracting onlookers from surrounding students. And the accompanying text of the video is, "It's not that you can't afford a down jacket, it's that a military coat is more cost-effective."
The reporter noticed that after the video became popular, many similar imitation videos or derivative videos of military coats and flower cotton jackets appeared on multiple short video platforms. Many of the participants in these videos are young college students, and most of the account IPs they are in are located in northern regions such as Hebei, Liaoning, and Shandong.
On November 27, the reporter contacted Xiao Liang (pseudonym), the publisher of the aforementioned video. The other party told reporters that he didn't expect his video to become popular, and he didn't expect the military coat to swipe the Internet because of this. According to Xiaoliang, when he bought a military coat, "it was a whim, and he also wanted to buy a winter dress, and when he saw that the military coat was good, several classmates discussed it and bought it together." As for whether the down jacket will be replaced with a military coat, Xiaoliang said that after buying a military coat, he has no idea of buying a down jacket for the time being, but the down jacket still needs to be had, after all, it is not suitable for wearing a military coat on any occasion.
A military coat sold on an e-commerce platform
Xiao Yuan (pseudonym), who studied at Hebei University, told reporters that he placed an order for a 78 yuan military coat in a live broadcast room a week ago. "I'm wearing it myself, and it's really embarrassing when I go out alone. Madoka said that going out alone in a military coat will attract the attention of many passers-by, but because he often needs to go outdoors to take natural photos, he has to wear a military coat to keep out the cold, "The outdoor environment is relatively poor, and it is easy to be scratched by branches when wearing a down jacket, and the military coat is not afraid, even if it is broken, I am not distressed at this price." ”
Xiao Zhang (pseudonym), who is studying at a university in Beijing, told reporters that he also saw someone post a video on the Internet of wearing a military coat to class, and called on his roommates to buy it out of fun. "The price is much cheaper than a down jacket, and it's not so 'eye-catching' when everyone wears it together. Later, many students from other classes came to us for links, and I also saw that many alumni were wearing military coats. ”
In addition, a Taobao merchant also told reporters that the military coats they sell are mainly warm clothes, and their wear is not limited to occupations, "This year, compared with previous years, more students buy, and the delivery is more (winter) in the north." ”
More than 100 items sold in two hours!
The military coat rushed to the hot search on the shopping platform
The reporter randomly opened a number of shopping apps and found that the sales volume of military coats in many online stores were more than 10,000+, and the prices ranged from 40 to 100 yuan. According to data, during the Double 11 period, the turnover of cotton clothing designed by military coats increased by 181% year-on-year.
Among them, the real-time hot search of the shopping platform for the entry "fashionable army coat wearing" also rushed to the second place.
Military coats have become a hot spot on online shopping platforms
Taobao shows that two stores have sold more than 100 items in the past two hours, and the number of people who paid for the product in both stores is more than 40,000 and 20,000, respectively. The reporter found that on the Taobao platform, the number of people who paid for military coats has exceeded 100,000.
On the Pinduoduo platform, the sales of military coats in a single store have exceeded 100,000.
Zhang Dongdong, a young man from Henan who has been in the labor protection supplies business for five years, said: "In almost a week, I sold the sales volume of the entire winter of previous years."
The customer service of a Tmall flagship store that sells military coats told reporters that there are indeed many single addresses from schools this year. "Some should be in a dormitory to place an order, and I bought four or five pieces at a time. ”
"In fact, people will buy it with the mentality of fun and following the trend. Sometimes he will joke with us. The customer service said.
There are concentrated reviews from college students in the store
"The thief pulls the wind", "I bought the whole dormitory", "I bought it to wear in class"... In the comment area of the store, there are many such comments, and there are many seller shows.
"There are a lot of post-00s on the Internet who are wearing it, so I thought about getting one, and I only spent 44 yuan in the end, in the words of our young people: 'What more do you want a bicycle', warm and cheap. In order to better match this military coat, Xiaobei also specially bought a Lei Feng hat, a set of which was hung in the bedroom, and several roommates competed to try it on.
Photo courtesy of interviewee Xiaobei
Xiaobei said that his roommate took advantage of the "Double Eleven" passion to place an order for a down jacket in the north, and the price was often thousands, and his fashionable military coat was "cheap and warm", and the return rate was still high when walking in school.
There is a big difference in sales between the north and the south
Chengdu physical stores: There was no actual change in sales
The temperature plummeted, and many consumers put the warm clothes on the military coat, and said that compared with hundreds of down jackets, the military coat is more cost-effective while keeping warm. There are even netizens who say that military coats are taking over the winter market.
So, is this really the case in the actual market situation? According to Red Star News, on November 28, the reporter visited a number of physical stores selling military coats in Chengdu.
"It seems that the military coat is very popular on the Internet, but it also has to be divided into regions, and the weather is not particularly cold like Chengdu, so there is no change at all. The owner of a labor protection store in Chengdu told reporters that he is doing related clothing wholesale, of which the military coat is also one of the clothing it sells, "the buyers of our military coats here are mainly collective group purchases of units, as well as some tourists who go to the western Sichuan Plateau to play, and can sell about 500 pieces a year." ”
The boss said that for now, his main customers have not changed, "that is, some migrant workers on the construction site, as well as employees engaged in cold storage work, will buy, and no students here in Chengdu have come to buy."
A military coat in a labor protection store in Chengdu was put up in the corner for sale
Regarding the statement on the Internet that "military coats are occupying the winter market", the boss said that such statements are too one-sided, "It can only be said that the colder places in the north do have this demand, after all, military coats are warm and cheap, but like the southern region, few young people or ordinary citizens buy military coats." ”
According to the Qilu Evening News, Liu Changhong, the owner of the Linyi Jiuhong Labor Protection Supplies Store, said that since November, people have been calling every day to inquire about the selling price of military coats and the delivery channels. Contrary to the down jackets that cannot be sold, in his store, the turnover of single army coats has tripled compared with previous years.
"A military coat is about 100 yuan, and the price is more than ten or twenty times cheaper than a good down jacket, and the warmth effect is not bad, and it is easy to take care of and clean. Speaking of the popularity of military coats, Liu Changhong believes that high cost performance is the fundamental reason.
Why did the military coat suddenly catch fire?
Netizen: "post-00s" to rectify the market
One of the most common opinions in the related comment area is that down jackets are too expensive, or military coats are more cost-effective, and "post-00" college students come to rectify the market.
According to the data of the China National Commercial Information Center, the average price of down jackets in China has risen from 438 yuan to 656 yuan from 2015 to 2020, and the price of large cold-proof clothing has exceeded 1,000 yuan, of which more than 2,000 yuan accounts for nearly 70%.
Recently, some media learned from a number of wholesalers that this year, affected by the rise in raw material prices, the price of down jackets has generally risen. In addition, this year's down jackets have changed greatly in color, material and style, fashion models are more popular, and goose down down jackets with better quality have become the mainstream of sales.
Ms. Si, who is engaged in the down jacket business in Jiangsu, believes that many brands have begun to develop towards high-end, and the demand for high-quality raw materials such as white goose down has increased significantly. "There are more goose downs in the market than in previous years, and the price is higher."
Not long ago, Mu Zi, a "post-00s" college student who just placed an order for a military coat, told reporters that he went to school in the Northeast, and his living expenses were 1,300 per month, and it would cost him almost 1,000 yuan to eat, socialize, and buy daily necessities, and he had to save at least 300 yuan to buy a down jacket with a good thermal effect, which was too cost-effective. "I'm just talking about miscellaneous brands, even famous brands like big geese. He said.
On an online shopping platform, military coats are generally between 20 yuan and 1,000 yuan, and the price of the top military coat is 167 yuan. The price of down jackets is 80 yuan to more than 20,000 yuan, of which more than 500 yuan are short down jackets, and down jackets of about 1,000 yuan are very common.
In this case, it is not surprising that netizens lamented that "the down jackets that continue to rise in price have ceded the market to military coats".
Some people say "good quality and low price"
There are also calls for "not blindly following the trend"
Many netizens praised the military coat, "good quality and low price", "no worse than a down jacket", and "really warm".
Some netizens also complained that the military coat was "too heavy" and "I couldn't walk at all when I wore it".
Some netizens said that "everything starts from practicality", "as long as you are not embarrassed, it is someone else who is cold".
But there are also some netizens who think that "after following the trend, they will eventually be eliminated".
CCTV commented on November 29 that compared with down jackets that cost thousands of yuan, military coats that are both budget-friendly and warm are really cost-effective. On the surface, the military coat not only warms the body, but also protects the wallet. Behind it, we can see that college students express their ridicule and resistance to down jackets, rising prices, and more diversified aesthetics and consumption concepts in a networked and youthful way.
Such a creative expression is funny and novel, which not only leads the popularity of the "ancient" military coat to become a fashion trend, but also casts a stone that can stir up ripples in the winter coat market.
The market is more dynamic when the products are diversified and thrifty by people. The explosion of military coats this time can't help but make people sigh that they are leading the trend, and they have to be young people!
Would you be tempted to buy a military coat? What do you think about that?
Editor|Sun Zhicheng Du Bo
Proofreading|Cheng Peng
Cover image source: Screenshot
The daily economic news is integrated from the Central Radio Network, News Morning Post, Chengdu Business Daily-Red Star News, Jiupai News, and Qianjiang Evening News
National Business Daily