与动辄上千的羽绒服相比，今年不过百的军大衣再次风靡东北高校校园，成为更适合中国宝宝体质的御寒单品。
Global Times 对这件事进行了报道，文章语言简单，能积累到很多与“消费”相关的写作素材，和大家分享一下：
01
描述现象：军大衣走红
Dark green military overcoats made a splash after videos of young people wearing this old-fashioned clothing on campus and in the streets were posted on social media recently.
Cotton military overcoats have become an instant hit among college students causing them to become trendy again. According to Taobao, an e-commerce platform, monthly sales at many stores have reached 10,000 to 30,000. Customer service staff revealed that people paid little attention to the coats in the past few years, while sales and inquiries increased significantly this winter. Behind the phenomenon is the rational nature of consumption among young people today.
近日，年轻人穿着老式军大衣在校园和街头走动的视频被传到社交媒体平台，引发轰动。
棉质军大衣在大学生中迅速走红，再次成为潮流。据电商平台淘宝称，许多商家的月销量已达到1万至3万件。客服人员透露，近几年人们对军大衣关注较少，而今年冬季军大衣的销量和咨询量显著增加。这一现象背后是当今年轻人的费变得理性。
这段话出现了三个“流行、走红、火爆”的说法：make/cause a splash、become an instant hit、become trendy，再补充一个：go viral，造个句子，关于华为的“遥遥领先”：
The new smartphone model became an instant hit among consumers, with thousands queuing outside stores overnight to get their hands on the latest technology.
新款智能手机瞬间成为消费者的热门之选，数千人整夜排队，迫不及待地想要体验最新科技。
inquiries 指咨询量。
Behind the phenomenon is...可以当作写作句型积累下来，用于分析现象背后的原因等，比如关于远程办公，我们可以说：
Behind the popularity of remote work is the growing recognition of the importance of work-life balance.
远程办公受到欢迎，其背后原因是越来越多的人意识到平衡好工作和生活的重要性。
中国军大衣还风靡海外，被老外称为：“东方的时尚战袍”：
Chinese brands with quality merchandise and fashionable designs sold at affordable prices have gone international, including on Temu, which has gained tremendous popularity among young people in the US and other countries. They want to be appropriately charged for everything. Do youngsters believe a penny saved is a penny earned?
质量过硬、设计时尚、价格亲民的中国品牌正在走向国际市场，其中在Temu平台上更是赢得了美国和其他国家年轻人的热烈追捧。他们喜欢购买定价合理的产品。年轻人是否相信省一分就是赚一分呢？
这句话又出现一个“流行、走红、火爆”的说法：gain tremendous popularity，积累到一起。
“走向国际、国际化”怎么说？go international / global.
Chinese brands with quality merchandise and fashionable designs sold at affordable prices，这部分核心词是 Chinese brands 中国品牌，with quality merchandise and fashionable designs 和 sold at affordable prices 都是后置定语，修饰 Chinese brands.
 举一反三，“物美价廉的产品”可以说 brands with quality and sold at affordable prices.
Temu 是拼多多旗下的跨境电商平台。
They want to be appropriately charged for everything.
charge 动词，表示 to ask an amount of money for goods or a service 收费、要价，用法为“charge (sb) 钱 for 产品”，看两个例句：
The restaurant charged £20 for dinner. 
这家餐馆收了 20 英镑的餐费。 
He only charged me half price. 
他只收我半价。
Do youngsters believe a penny saved is a penny earned?
saved 和 earned 都是分词形式的后置定语，修饰前面的 penny，意思是“省下来的一分钱”“赚到的一分钱”。
02
背后的原因
第一个原因是年轻人开始注重性价比：
Young people's strict budgeting shows they refuse to pay for any unreasonable premium, and they are more concerned about quality and practical value. They are reconstructing an identity that is less impulsive when spending and focus more on personalized choices.
年轻人精打细算，这说明他们拒绝为任何不合理的溢价买单，他们更关注品质和实用价值。他们正在塑造一个在花钱时更为理性，更专注于个性化选择的身份。
budget 作动词有“谨慎花钱”的含义，strict budgeting 可以翻译成“精打细算”，此外也可以说 frugal spending, thrifty budgeting, cautious expenditure 等。
premium 指“溢价”，比如金价470元/g，在某大福远远高于470，除了首饰加工费外，还有品牌溢价。
impulsive 意思是 acting suddenly without thinking carefully about what might happen “易冲动的”，less impulsive 指消费时没那么冲动。
第二个原因是年轻人消费观念出现了变化，更注重情感和体验：
Self-enjoyment with the purpose of having a better life experience represents another side of this attitude of the young generation... Over 60 percent surveyed listed enjoying themselves and improving happiness as a core value. They focus on personalized aspects and emotional perception in addition to the usefulness of things. They pay for what benefits their feelings and experience.
以更好的生活体验为目的的自我享受，代表了年轻一代的另一种态度……超过60%的调查对象将自我享受和提升幸福感列为核心价值。他们不仅关注物品的实用性，还注重个性化方面和情感感知。他们愿为能够增进感受和体验的产品付费。
打个比方，老一辈喜欢购买看得见摸得着的东西，而年青一代喜欢把钱花在体验和兴趣上，比如动漫、潮玩、手办、二次元、潮鞋、拆盲盒等。
Over 60 percent surveyed listed enjoying themselves and improving happiness as a core value.
这句话的主语是 Over 60 percent “60%多的人”。surveyed 是过去分词形式的后置定语，修饰 Over 60 percent，意思是“超过60%的接受调查的人、超过60%的调查对象”。
list A as B “把A列为B”，本句中A是动名词形式 enjoying themselves and improving happiness。
这句话意思是，超过60%的调查对象把自我享受和提升幸福感列为核心价值。
这句话可以用在写作中，进行举例，支撑自己的观点。
03
如何做
For industries, on the one hand, we should adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick success and instant benefits. On the other hand, we should make good use of opportunities in consumption upgrading to fix weak links in services and other aspects, optimize consumption from the supply side, and promote comprehensive upgrading. In addition, government departments should have a grasp on new dimensions and trends.
对于行业而言，一方面，我们应坚持长远规划，杜绝因渴望快速成功和即时利益而产生短视行为。另一方面，我们应善用消费升级的机遇，完善服务等方面的薄弱环节，优化供给侧消费，推动全面升级。此外，政府部门应对新的维度和趋势有所把握。
myopic  [maɪˈɒpɪk] 形容词，意思是“近视的”，比如：
a myopic child/eye
近视的孩子/眼
引申为“目光短浅的”，如：
a myopic strategy
缺乏远见的策略
myopic voters
目光短浅的投票者
可以和 short-sighted 替换。
adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick success and instant benefits 可以当作素材积累下来，很多话题都可以用到，比如环保：
We should adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick development and instant benefits.
make good use of opportunities in... to fix weak links... and optimize consumption from the supply side, and promote comprehensive upgrading，这些都是套话，抓好...机遇，补短板，优化...，推动全面升级。
04
敲黑板
形容火爆
make/cause a splash
become an instant hit
become trendy
go viral
gain tremendous popularity
分析现象背后的原因：
Behind the phenomenon is...
举例：
Over X percent surveyed listed...as...
年轻人消费观念的变化：
1）更关注性价比：
Young people's strict budgeting shows they refuse to pay for any unreasonable premium, and they are more concerned about quality and practical value. They are reconstructing an identity that is less impulsive when spending and focus more on personalized choices.
2）更注重体验：
They focus on personalized aspects and emotional perception in addition to the usefulness of things. They pay for what benefits their feelings and experience.
如何应对：
1）行业：adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick success and instant benefits...
make good use of opportunities in... to fix weak links... and optimize consumption from the supply side, and promote comprehensive upgrading.
2）政府：government departments should have a grasp on new dimensions and trends
这篇文章的语言点不多，主要积累一些写作素材，临时抱一下佛脚。
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