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Core Insights - The trend of university-branded down jackets has gained significant popularity among young consumers, particularly as they seek affordable alternatives to high-priced brand-name options [2][3][20] - The success of these jackets is attributed to their unique cultural significance, affordability, and the emotional connection they foster among students and alumni [22] Group 1: Market Dynamics - Major universities like Renmin University, Central Academy of Drama, and Peking University have launched their own down jackets, typically priced around 1,000 yuan, making them more accessible compared to brand-name jackets that often exceed 2,000 yuan [3][15] - The "人大红" down jacket from Renmin University sold out rapidly, causing the official sales platform to crash due to overwhelming traffic, highlighting the high demand [2][8] Group 2: Cultural and Emotional Factors - The jackets serve as a symbol of identity and nostalgia, appealing to both current students and alumni, as they are adorned with university logos and unique designs [14][22] - The trend reflects a shift in consumer behavior from brand-centric purchases to items that resonate emotionally and culturally, as evidenced by the popularity of these university-branded products [20][22] Group 3: Social Media Influence - Social media has played a crucial role in promoting these jackets, with numerous discussions and trending topics related to university down jackets generating over 41 million views on Weibo in just one week [8][9] - Celebrity endorsements from alumni have further fueled interest, with notable figures wearing these jackets, thus enhancing their appeal [5][6] Group 4: Economic Considerations - The rising prices of traditional down jackets have made university options more attractive, as the average price of down jackets in China has increased from 438.6 yuan in 2015 to around 500-800 yuan in 2023 [16][18] - The production cost of these university jackets is relatively low, estimated at around 300 yuan, allowing for competitive pricing while maintaining quality [18][20]