This winter, an extremely unexpected "big hit" exploded among young people - military coats. This seemingly rustic clothing, with its practicality and affordability, has attracted many post-00s who don't care so much about fashion and brands. They put on cheap military coats, do exercises, attend classes, climb mountains, and share photos of them wearing military coats on the Internet.
This wave of "anti-operation" not only caught down jacket manufacturers off guard, but also set off a wave of discussion on the Internet, and most netizens expressed support and praise for this behavior of the post-00s. It all started when a fashion designer posted on his social media that he was surprised that so many young people would wear military coats this winter.
This is completely different from the consumption habits of the post-00s generation who usually pursue brand-name down jackets. To the designer's surprise, these post-00s do not feel that the military coat is old-fashioned at all, but wears a fashion feeling, and this dressing style that does not match the age makes many netizens call "youth is good".
Many media reports on the "post-00s popular military coat" also confirm the existence of this phenomenon. Since mid-to-late November this year, a large number of videos of post-00s wearing military coats on campus have emerged on video websites. Some students said that the price of a down jacket of hundreds or thousands of yuan is too expensive, which is simply an "IQ tax", while a military coat of 50 yuan is not only cheap, but also has a good warmth effect.
This choice is obviously based on economic considerations, but it also reflects the unique consumption concept of the post-00s group - not blindly following commercial marketing, but considering practicality. As some commentators say, this is "angry capital" to suppress down jacket prices with practical actions. Many post-70s and post-80s netizens even expressed envy and praised the post-00s for "living the most self-conscious".
This wave of popularity quickly became popular on the whole network, and even foreign social media appeared in videos of foreigners wearing Chinese military coats, praising it as an "oriental warm artifact". The small shop that originally sold military coats was in a cold business, but in just a few days, it ushered in a year's share of sales. Some shopkeepers said that this "splashing wealth" suddenly smashed over, and he was stunned all of a sudden.
In the ongoing fermentation discussion, most people praised and supported the post-00s in choosing military coats. Their behavior is perceived as cultural self-confidence and also teaches the capitalists a lesson. Of course, some people think that this is just a short-term follow-up, and they won't wear it again after filming the video, which is a waste of resources.
But in any case, this incident reflects the characteristics of the post-00s group - independent thinking, with their own consumption concepts and selection criteria. Do not blindly follow the brand effect, but consider the practicality of the product. They obtained information through social networks and took action against the exorbitant prices of down jackets. The move portends a wider range of potential influence in the future.
After the above combing, we can roughly summarize the influence of the "post-00s popular military coat" incident into the following three aspects:
One is the impact on the fashion industry. The previously popular down jacket was boycotted due to its high price and replaced by affordable military coats, which sent a shock to the luxury fashion industry. Relevant companies need to rethink their pricing strategies, otherwise they face the risk of declining sales.
The second is the reflection on the consumption power of the post-00 group. This group has strong network planning capabilities, organization and mobilization capabilities, and can already influence the entire industry through spontaneous action. Enterprises need to regard the post-00s as an important independent consumer group, study their values and consumption preferences, and formulate targeted strategies.
The third is the improvement of cultural self-confidence. A homegrown utility product beats out international luxury brands, which heralds an increase in domestic consumer self-confidence. Behind this wave is a new understanding of the value of local brands, which will also promote the growth of local brands.
Of course, we also have to look at this incident objectively. First, it may only be a short-term network effect, and not all post-00s continue to choose military coats. Second, there is also a waste of resources in the selection of military coats. Third, luxury clothing such as down jackets is not worthless, but the high price has caused some people to resent it.
So the industry can learn from this incident, but don't have to read too much into its impact. We look forward to seeing the fashion industry offer more affordable and diverse stylistic options to meet the diverse needs of consumers." The post-00s group will also form their own unique consumption philosophy in the process of growing up. Whatever the outcome, the discussion provided valuable food for thought for both sides.