Recently, a trend has emerged in China that sees young people gravitating towards dark green military overcoats, a style once considered old-fashioned. This resurgence in popularity, especially among college students, has been highlighted through social media, with videos of young people sporting these coats on campuses and city streets. This trend reflects a significant shift in consumer behavior among the youth, emphasizing rationality and personal choice over blind following of trends.
The revival of the cotton military overcoat has led to a surge in sales on Taobao, a leading e-commerce platform, where monthly sales for many stores have skyrocketed to between 10,000 and 30,000 units. This surge in interest contrasts sharply with the previous years, when these coats garnered little attention. The popularity of these overcoats underlines a broader trend among young consumers who prioritize cost-effectiveness and practicality in their purchases. Despite being able to afford more expensive items, many young people are choosing these military overcoats for their affordability and functionality.
This trend also signifies a broader cultural shift in consumption habits. Young consumers are increasingly focused on quality and practical value, rejecting any unreasonable premiums on products. This mindset is reshaping their identity as consumers, where impulsive spending is replaced by more personalized and deliberate choices. For instance, the rising prices of down jackets have led many to turn to military overcoats as a practical and stylish alternative.
Moreover, the popularity of these overcoats is not just limited to functionality; it also represents a form of self-expression. Young people are finding new ways to enjoy themselves and improve their life experiences. According to the “White Paper on the Trend Insights of Interest Consumer Market in 2022” by iiMedia Research, the post-1990 and post-2000 generations in China, numbering nearly 320 million, are increasingly focusing on personal enjoyment and emotional satisfaction in their consumption choices.
This “self-enjoyment consumption” reflects the rise of individual consciousness in society, where personalization and emotional perception are as important as the utility of products. Young consumers are willing to pay for what enhances their feelings and experiences, illustrating a pursuit of a better life characterized by personal and national prosperity, societal harmony, family happiness, and a sense of security and gain.
The trend of embracing military overcoats among China’s youth is a microcosm of the country’s broader consumer behavior transformation. It highlights the need for a consumption upgrade that aligns with new development concepts, incorporating innovation, coordination, green initiatives, openness, and shared advancement. This evolution in consumption reflects not just a change in fashion preferences but a deeper shift towards a more thoughtful, quality-driven, and individualized approach to consumerism.
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