今年冬天，年轻人买羽绒服追求折扣

Core Insights - The consumption logic for down jackets has shifted this year, with consumers increasingly seeking value rather than simply opting for high-end brands or cheap alternatives [3][5] - Discount channels have become more popular, with outlets and online platforms like Vipshop seeing a surge in sales, indicating that consumers are finding better deals on quality brands [3][5] Group 1: Consumer Behavior - There is a noticeable trend where consumers are no longer just focused on brand prestige or low prices, but are looking for a balance between quality and affordability [3][5] - The demand for down jackets has increased significantly, especially on platforms like Vipshop, where prices for well-known brands have been reduced substantially [3][5] Group 2: Market Dynamics - The winter season has brought about extreme temperature variations, leading to a heightened need for functional and durable outerwear, making down jackets a frequent necessity rather than an occasional item [5] - Consumers are becoming more discerning about quality, prioritizing features such as fill power, material durability, and craftsmanship over brand labels and emotional appeal [5]