近日，話題“人大899元書記嚴選羽絨服賣斷貨”登上微博熱搜，引發(fā)網(wǎng)友廣泛討論互動。

圖源：微博

事件的起因是中國人民大學(xué)黨委書記張東剛在社交平臺推薦該校新推出的“人大超絨羽絨服”。其中展示了紅色羽絨服的宣傳圖，以及包含長款、短款、童款和多種家庭套餐的購買信息，并列出線下門店地址。

Renmin University of China has seen brisk online sales of its newly launched branded down jackets this week. The jackets, marketed under the university's cultural intellectual property center Renda Hongchuang, were launched only days ago and are already selling out for certain sizes.

They went online in the past two days and sales have been very strong. Some styles are already out of stock.

圖源：小紅書@人大剛子

帖子發(fā)出后，許多網(wǎng)友留言“求購”，甚至希望“抽獎贈送”。也有網(wǎng)友表示羽絨服“有點好看”，優(yōu)惠后長款899元、短款399元、童款200元的價格被熱議。該羽絨服的官方購買渠道——“人大紅創(chuàng)”小程序因訪問量過大一度無法打開。

圖源：人大紅創(chuàng)小程序

據(jù)中國新聞周刊，在小程序，該羽絨服紅色款已斷貨，黑、白色僅部分尺碼有少量庫存。人大紅創(chuàng)中心工作人員表示，這是今年新品，首次推出“人大紅”配色，上線后銷量很快走高，已有款式斷碼，學(xué)生、校友、教職工及家庭套餐購買者均不少。

The lineup also includes bundled packages branded as "two-person", "three-person" and "four-person" family sets, alongside three physical campus stores in Beijing. Prices are set at 899 yuan ($128) for long jackets and 399 yuan for short styles, available in multiple colors. The jackets include the debut of a signature "Renda Red". Buyers mainly include students, faculty and alumni, with many alumni opting for family bundles.

圖源：人大紅創(chuàng)小程序

高校羽絨服熱銷并非新鮮事。此前，中央戲劇學(xué)院、北京電影學(xué)院等院校的羽絨服也曾賣斷貨。在社交媒體平臺上，中央戲劇學(xué)院羽絨服相關(guān)筆記獲過萬互動。除中戲外，中國傳媒大學(xué)、哈爾濱工業(yè)大學(xué)、中國政法大學(xué)、北京大學(xué)羽絨服相關(guān)筆記也都獲得過千點贊。

Renmin University of China is not alone. Customized down jackets from Communication University of China have also gone viral online, prompting group purchases organized by consumers. Similar products from the Central Academy of Drama and Beijing Film Academy have sold out in previous seasons.

圖源：小紅書

高校羽絨服為何持續(xù)走紅？

一些年輕人表示，高校出品讓人放心，“這么大的學(xué)校不至于自砸招牌”。信譽成為關(guān)鍵購買動力，類似醫(yī)院推出酸梅湯、月餅受追捧的現(xiàn)象，背后反映出公眾對一般商業(yè)品牌信任度的不足。

艾媒咨詢首席分析師張毅對上述觀點表示贊同，并補充指出，高校羽絨服的熱銷還源于其承載的情感價值：對在校學(xué)生，它是增強集體歸屬感的身份標(biāo)識；對校友，它是承載青春記憶的符號；對高校仰慕者，它則是一種情感寄托。此外，社交媒體傳播也至關(guān)重要，高校借助書記、校友“帶貨”，并推出限量款、家庭套餐等營銷策略，成功激發(fā)了購買欲望并實現(xiàn)破圈。

Emotional value remains the key driver, said Zhang Yi, chief analyst at iiMedia Research, adding that the popularity of college-based apparel stems from the identities they represent.

"For students, it's a symbol of collective belonging. For alumni, it carries memories of youth. For those who admire the institutions, it's an emotional attachment," Zhang said.

說到底，在大眾市場，羽絨服消費正回歸務(wù)實——保暖是根本，信譽是保障，而高?；蛟S恰好能在這兩方面提供一份可信的回應(yīng)。

記者：王卓瓊

來源：中國日報 中國新聞周刊

跟著China Daily

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