These days,Eight boys in the Northeast collectively wore military coats to class** became popular on social **。A military coat with a great sense of historical age became popular all over the country in such a way and became a favorite of young people. At the same time, another piece of news saysThe most expensive price of domestic down jackets has exceeded 7,000 yuanEven the basic down jackets of brands such as Bosideng, Flying in the Snow, and Duck Duck are priced at more than 1,000 yuan.
If you put these two pieces of news side by side, it seems that you can understand the reason for the popularity of military coats。The popularity of military coats is not only a trend in a visual sense, but also reflects the most real consumption concept of the current young generation. Unlike in the past, when everyone only pursued international famous brands, with the continuous development of the domestic economy and industrial level, domestic products have become the new favorite of young people. In the process of this transformation, the concept of "reverse consumption" has slowly begun to take root in young people.
What is "reverse consumption", it refers to a rational consumption demand, that is, no longer the pursuit of luxury and expensive goods, more attention to the simple and practical concept of life consumption。Different from the traditional concept of consumption, the return of this rational concept of consumption is actually to let young people learn to buy more practical things with less money, pay more attention to real needs and cost performance, and also let consumption return to the attributes of the product itself, promote a new round of technological innovation and industrial upgrading of related enterprises, and lead a new consumption trend in society.
From the popularity of military coats to the change in the concept of "reverse consumption", the reason for this,On the one hand, it is because of the high cost of living and the high pressure of young peopleOn the other hand, after years of experiencing fancy marketing by merchants, young people have also begun to awaken to themselves, they may be opposed to high pricing and high-end, but not to high-quality, high-grade and high-spirit。In addition to demanding reliable, durable, and reasonably priced physical products, they also want a satisfying shopping experience, and they participate in the creation of brands to express their self-identity, social responsibility, and desired lifestyles through the purchase and consumption of brands, which may be a new way of consumption that can impress young people.
Of course, some people will question whether advocating "reverse consumption" means not consuming, in fact, the opposite. Reasonable "reverse consumption" can help to open up new market segments. When young people put forward individual, affordable and practical needs for goods, it also means that companies need to innovate according to market changes。The increasing popularity of discount stores, the sharing economy and second-hand e-commerce platforms has pushed many companies to rethink product design, production methods and market positioning, pushing the economy in a more sustainable direction.
It is not difficult to see that from the case of a military coat to the popularity of the concept of "reverse consumption".In fact, the core is the emerging consumption concept and lifestyle change of young people, which emphasizes simple, practical and personalized consumption, and is also changing and guiding the new social consumption culture
Curator: Fang Wei.