军大衣重新引领潮流?年轻人消费观念转变丨写作观点素材
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。
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。
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?
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。
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。
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。
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。
04
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版权声明:以上内容为用户推荐收藏至CareerEngine平台,其内容(含文字、图片、视频、音频等)及知识版权均属用户或用户转发自的第三方网站,如涉嫌侵权,请通知[email protected]进行信息删除。如需查看信息来源,请点击“查看原文”。如需洽谈其它事宜,请联系[email protected]。