有钱人不再买贵，反而疯抢300元羽绒服，这是一个强烈信号！

Core Viewpoint - The current consumer mindset has shifted from valuing luxury brands to prioritizing cost-effectiveness and value for money, indicating a significant change in purchasing behavior and attitudes towards pricing [1][3][11] Group 1: Changing Consumer Behavior - Consumers are now more focused on "value for money" rather than simply associating high prices with high quality, leading to a decline in the perceived value of expensive brands [5][11] - The surge in popularity of affordable brands, such as the down jackets from Pang Donglai, reflects a growing demand for transparency in pricing and quality [9][14] - The traditional belief that expensive down jackets equate to superior quality is being challenged as consumers recognize that cheaper alternatives can provide similar warmth and comfort [7][11] Group 2: Market Dynamics - The market is witnessing a decline in the effectiveness of luxury branding, as consumers are less willing to pay a premium for brand names without justifiable quality [5][14] - The success of brands that offer transparent pricing and quality assurance is indicative of a broader trend towards practicality and self-satisfaction in consumer choices [9][14] - The shift in consumer preferences suggests that brands relying on marketing and storytelling to justify high prices may face challenges, while those focusing on supply chain efficiency and product quality may thrive [14]