Article source Zhang Lin Alphabetic list January 3, 2025 cbndat website
“The down jacket in the brand store is 899 yuan for adults and 399 yuan for children.”
Every time in the mall after the clothing store, after 95 girls Wang Xiran will go straight to the discount area to pick some, and then go straight to the children’s clothing area, across the front of the children’s model, straight to the last big children’s area.
Seeing the simple style that she liked, she found the hanger and directly took out the one hanging in the bottom to try on, usually 160cm or 165cm size, for 160cm height Wang Xiran, the size is just right.
The price is only half of the adult model, or even lower, the texture is not lost, the style is not bad…… In fact, more and more young people who pay attention to cost performance are targeting children’s clothing.
In the little Red book, there are more than 10,000 notes of “adults buy children’s clothes”, involving clothing categories from hoodies to long Johns, and among them, the largest price difference between adults and children’s clothing is down jackets.
The public bitter down jacket expensive for a long time, but when the hot search wind from “monthly salary xx can not afford to buy down jacket” to “70,000 down jacket content 0”, young people from the price to study the fabric, cashmere content and velvet grade, forced themselves into the composition party.
“Expensive can not afford to buy, cheap dare not buy”, has become the true portrayal of workers in the face of down jackets.
Fortunately, many down jacket brands have their own children’s clothing lines, many of which are directly proportional to adult models. For the post-90 girl Aya, the most cost-effective consumption this winter is to buy a Bosideng children’s down jacket at the price of 559 yuan, and the adult version of the same discounted price is 899 yuan.
“As long as I don’t say it, who knows I’m wearing children’s clothes?” From the design of the style to the amount of cashmere, Aya in the purchase before each comparison, large size children’s clothing and adult almost no difference, “no one in the office can see that I buy children’s clothing.”
In recent years, watching Canada Goose, Moncler and other ten thousand yuan down jacket, by the middle class, earn POTS full of pot full, domestic down jacket brands also have a sample, on the road to high-end all the way, Bosidang from the previous hundreds to thousands of yuan, and even launched tens of thousands of yuan series; Gao Van has also become a representative of high-end down jackets through star endorsement and marketing bombardment.
In the face of crazy prices of down jackets, young people have launched a battle to protect their wallets. From last year’s military coat and floral cotton-padded jacket to this year’s labor protection suit and electric vehicle winter jacket, in front of the down jacket that costs thousands of dollars at every turn, many young people are even forced to go to the tailor’s shop to renovate the old down jacket and enjoy the exclusive custom model.
Today, children’s down jackets have become another flat alternative for young people to find. Some keen businesses have also sensed this consumption boom, and have marked “adults can wear” on their plus-size children’s clothes.
01
With “poor people’s winter simply can not be decent” on the hot search, budget-conscious workers are finding face and lining in children’s down jackets.
“The 600 yuan budget is not enough for adult Bosideng, but it is more than enough for children’s clothes.” As early as the eve of last year’s Double 11, Aya planned to buy a new Bosideng down jacket to replace the old one that has been worn for four or five years. But when she saw the price of 899 after the discount, she knew that Bosideng was no longer beyond her reach.
In desperation, Aya looked at Duck duck, Xue Zhongfei and Ya deer, the three popular county down jacket brands on social platforms, but on social platforms, these brands have been questioned by many consumers, and quality control is uneven, “the two stores say brand authorization, received signs and workmanship are not the same” “Buy what quality to see luck”.
Really do not want to buy clothes into a blind box of aya, had to bite the bullet and budget. Just brush to the favorite star endorsement model, the price has changed from 899 yuan to 559 yuan, Aya’s first reaction is “discount, I am too lucky”, but a closer look only found that it is the same children’s clothes, “the first picture only put the clothes picture, did not put the children’s model picture, I white excited.”
But into the details page, Aya found that the largest 160 yards, see the size details, they can wear, and the amount of cashmere is the same as adult. The comment area is a lot of enthusiastic sisters to give purchase advice, “156,100 pounds, wear 160 yards just, but the hip width of the sister is not recommended to buy” “good-looking, is not very slim, do not mind the sister can enter.”
Half price to win the brand with the same model, both save money and meet the decent of a ya as a worker, after 90 girls Li Xuan is found in the children’s down jacket.
On the one hand, the hot search of down jacket fraud is flying all over the world, on the other hand, the anchor shouted “five anti-fabric, three standard complete, welfare subsidies, will be sold out” in the fair-price down jacket broadcast room, even if you want to save money, Li Xuan also dare not easily buy two or three hundred down jackets in the broadcast room.
In order to avoid the trap of “not expensive or fake”, Li Xuan was also forced to become a component party. It is in the process of studying the size of velvet flower, the post-90s girl Li Xuan found that under a related post in the little Red book, there is a sister Amway a children’s down jacket brand in the comment area, “Velvet flower is large, the price is cheap, and the largest size can be worn by adults.”
“A lot of adult cashmere is just over 100 grams, but the price is more than four or five hundred yuan.” The brand children’s down jacket chosen by Li Xuan has a cashmere content of up to 230 grams, but the price is only a little over 300 yuan. Compared with the price, what makes Li Xuan feel at ease is the class A label on the details page of children’s down jackets, “Now many clothes and even formaldehyde exceed the standard, children’s clothing is implemented more stringent safety standards, Class A is the most stringent.”
And in Li Xuan’s view, compared with adult, the same price of children’s down jacket fabric and down cleanliness is even better, “many popular adult sold to 600 or 700, the fabric is not even three proofing.” In the process of studying children’s down jackets, Li Xuan found that many of the fabrics used in children’s down jackets are not only waterproof but also oil-proof, “probably considering that children are easy to dirty down jackets.”
Previously, Li Xuan also once bought a brand down jacket, received goods found a smell of duck, customer service said that after drying can be eliminated, but hung in the sun for a week, the taste is still not scattered, catch in seven days no reason to return the down jacket on the last day, “but the new purchase of this children’s down jacket, really no taste.”
02
In fact, as early as a few years ago, there was a trend of “trying on Uniqlo children’s clothes”, but different from that time for showing off a big body or creating a spice girl style to wear, today, workers are focusing on large-size children’s clothes, paying more attention to cost-effective and practical.
After all, for most brands, even the most expensive children’s clothes are not more expensive than adult women’s clothes. “The same fabric of children’s clothing, 160cm size coat, children’s clothing inside a very good brand is about 300 yuan.” For adult women’s wear, the minimum coat of a popular brand is about 500 yuan, and the material is much worse than children’s wear.” The 90s treasure mother Angel has a 5-year-old daughter, from the initial parent-child into the pit, to now she basically gave up adult clothes, the wardrobe is full of large size children’s clothes.
“At least 50,000 yuan will be saved in three years.” An adult’s cotton T, as long as there is A sense of design, the fabric is skin-friendly, 199 yuan, 299 yuan, but most of the children’s cotton T price will not exceed 100 yuan, more importantly, Angel is wearing the same as her daughter’s class A natural fabric clothes.
However, the B-side of children’s clothing bought in pursuit of cost performance may also be “ugly”. Lu Xiaoxiao, a post-90 girl who was planted with children’s down jackets on the social platform, also tried to buy children’s down jackets, but when she looked at the Michelin tire people in the mirror, she immediately decided to return, “Children’s down jackets are too large and fat.” And children do not have the need to slim down, in order to facilitate their activities, down jackets are loose.”
In the end, Lu Xiaoxiao changed the down jacket to 180 size and gave it to her 175cm boyfriend. “He likes it because it’s warm and cheap. Anyway, black down jackets are all the same, and he doesn’t care if he doesn’t trim.”
Nowadays, children are growing taller and taller, and large-size children’s clothing is not only the welfare of small girls, 180 strong men can also find the right size in men’s big children.
In today’s consumer market, cost performance is the trend. More and more “poor ghost”, “county”, “flat replacement” and “white brand” have become the methodology of brand marketing.
Children’s clothing merchants have also caught on to the change. In the Taobao flagship store of children’s wear Bala Bala, many children’s down jackets even have a size 180, and from the size of 160, the merchants have marked “adult wear”. Another children’s down jacket brand, called Nanny Goose, launched an adult version this year.
03
Mixing into the decades of adults, began to grab clothes with children, is another embodiment of the degradation of young people’s consumption.
The cold wave has not really hit, the major businesses to consumers in advance of the shot: “down raw materials prices this year, everyone prepare psychologically.”
But no amount of preparation can offset the fact that your wallet is dry. When the price is really released, the stingy young people’s hanging heart is still dead: many big brand down jacket prices, there has been a 20%-40% increase.
For a time, the Internet was full of posts analyzing the reasons for the price increase of down jackets, “the price increase of down jackets is related to the price of pork”, “Down clothing” new national standard increased the cost of production “… But even with rising costs, down jackets have risen far more.
China National Commercial Information Center data show that from 2014 to 2020, the average unit price of down jackets in China rose from 452 yuan to 656 yuan, a five-year price increase of nearly 52%.
Hundreds of yuan cost of down jackets sold to thousands or even tens of thousands of yuan, and domestic brands have high-end is not unrelated. Watching Canada Goose, Moncler and other ten thousand yuan down jackets, were hot in the middle class, and made POTS full of money. Domestic down jacket brands also have a sample, on the road to high-end all the way.
Bosideng, which can be bought within 1,000 yuan before, is now selling hundreds of down jackets on an e-commerce platform, with only a few dozen priced below 1,000 yuan; Gao Fan also through the star endorsement and marketing bombing, jumped to become the representative of high-end down jacket; The duck duck, Xue Zhongfei, Yalu and other domestic brands that were formerly known as “county down jackets”, the highest price of their down jackets has also broken through 3,000 yuan.
As major brands start the “marketing war”, they launch advertisements, star endorsements, well-known designers, clothing shows… These marketing costs are also passed on to consumers.
But increasingly conscious consumers are clearly not buying it. As a result, in the “down jacket evaluation” limited by the social platform in winter, there are more and more names of domestic affordable down jacket brands, Marden, Meilicone, Jane Ruo and a field north…… These little-known brands and white brand down jackets prop up the KPI of evaluating bloggers.
As the weather gets colder, “Do I deserve a down jacket?” The hot search arrived as promised. But the new hot search is more chilling than the weather: “70,000 down jackets contain 0” “CCTV exposed inferior down products with silk to make velvet”… In the face of this year’s market turmoil, budget-conscious young people are looking for solutions that keep them warm without hurting them.
Therefore, from the winter of the previous year, military coats, northeast flower cotton-padded jackets, storm jackets and other down jackets “flat” sales, to this winter, labor protection clothing and electric vehicle winter clothing on the social platform is also hot, old clothes refurbishment and purchase of down jacket lining for folding, has become a new solution.
But many of these alternatives, out of a specific environment such as campus, are rarely seen on the street. Workers who are not rich in wallets still need a down jacket that they can see, keep warm, and get their hands on, which is also one of the reasons why large-size children’s down jackets are targeted by young people.
“Not 7,000 pieces of down jacket can not afford, is more cost-effective children’s clothing”, became the last stubborn young people.
(Wang Xiran, Aya, Li Xuan, Angel, Lu Xiaoxiao are pseudonyms)
This article is reproduced from the alphabet list (ID: wujicaijing), author: Zhang Lin, editor: Wang Jing. Has been authorized, copyright belongs to the Alphabet list, without permission may not be translated or reproduced.
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