This winter, young people did not love down jackets, but fell in love with jackets. While complaining about the high price of down jackets, everyone bought more cost-effective jackets.
On major online platforms, various topics such as "Do you think down jackets are expensive?", "Can you accept domestic down jackets of more than 1,000 yuan" and other topics have appeared on the hot search, which has resonated with a large number of netizens.
Someone said: "Every winter, I don't dare to buy down jackets, because the price is very expensive, I will only buy out-of-season down jackets, and I will never buy them if I don't discount them." ”
There are also people who have witnessed the price increase of down jackets, netizen Xiao Zhang said: "Now a good down jacket costs thousands of yuan, which is indeed very expensive for ordinary people." ”
The high price of down jackets is prohibitive, and many young people are beginning to set their sights on jackets. This winter, the popularity of jackets has soared, and young people have achieved "freedom of dressing" on top of jackets.
Young people shouted "It's not that down jackets can't afford to buy, but that jackets are more cost-effective" and poured into the jacket market. Since September this year, the sales of jackets have risen all the way, and the market share has increased by 8.2 percentage points over the same period last year.
Young people began to "rectify" the down jacket consumer market with their own actions, and some e-commerce platforms also began to take action against high-priced down jackets and knocked down the price.
For example, Vipshop, a special sale e-commerce company, launched various brands of low-cost down jackets in the recent 128 annual sale festival activities, which were sought after by a large number of consumers.
The 2-fold Bosideng down jacket is as low as 119 yuan for the warm down jacket for flying in the snow, the duck duck down jacket is as low as 99 yuan, and the Romon men's down jacket is as low as 139 yuan. Balabala's children's down jacket was as low as 89 yuan in the Vipshop 128 special sale, a record low.
Vipshop used low prices to "rectify" the down jacket market, which won unanimous praise from netizens. Some netizens said: "Vipshop has finally brought down the price of down jackets, it's too fragrant", "Use the price of a military coat to buy a big-name down jacket, it's too fragrant".
Vipshop will let netizens buy big-name down jackets for the price of a military coat, so that everyone does not need to replace them in winter, which can be said to be "magic defeats magic"...
In fact, young people don't like to wear down jackets, but they don't like to wear high-priced down jackets, after all, everyone's demand for warmth in winter is there, but after the change of consumer concepts, everyone's acceptance of commodity premiums is lower, and they prefer cost-effective products.
With the rise of cost-effective consumption, young people are more concerned about rigid needs and practicality when consuming, and rational and pragmatic young people are using actions to "rectify" the entire consumer market.