與動輒上千的羽絨服相比，今年不過百的軍大衣再次風靡東北高校校園，成為更適合中國寶寶體質的御寒單品。

Global Times 對這件事進行了報道，文章語言簡單，能積累到很多與“消費”相關的寫作素材，和大家分享一下：

01描述現象：軍大衣走紅

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，年輕人穿著老式軍大衣在校園和街頭走動的視頻被傳到社交媒體平臺，引發轟動。

棉質軍大衣在大學生中迅速走紅，再次成為潮流。據電商平臺淘寶稱，許多商家的月銷量已達到1萬至3萬件。客服人員透露，近幾年人們對軍大衣關注較少，而今年冬季軍大衣的銷量和咨詢量顯著增加。這一現象背后是當今年輕人的費變得理性。

這段話出現了三個“流行、走紅、火爆”的說法：make/cause a splash、become an instant hit、become trendy，再補充一個：go viral，造個句子，關于華為的“遙遙領先”：

The new smartphone model became an instant hit among consumers, with thousands queuing outside stores overnight to get their hands on the latest technology.

新款智能手機瞬間成為消費者的熱門之選，數千人整夜排隊，迫不及待地想要體驗最新科技。

inquiries 指咨詢量。

Behind the phenomenon is...可以當作寫作句型積累下來，用于分析現象背后的原因等，比如關于遠程辦公，我們可以說：

Behind the popularity of remote work is the growing recognition of the importance of work-life balance.

遠程辦公受到歡迎，其背后原因是越來越多的人意識到平衡好工作和生活的重要性。

中國軍大衣還風靡海外，被老外稱為：“東方的時尚戰袍”：

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?

質量過硬、設計時尚、價格親民的中國品牌正在走向國際市場，其中在Temu平臺上更是贏得了美國和其他國家年輕人的熱烈追捧。他們喜歡購買定價合理的產品。年輕人是否相信省一分就是賺一分呢？

這句話又出現一個“流行、走紅、火爆”的說法：gain tremendous popularity，積累到一起。

“走向國際、國際化”怎么說？go international / global.

Chinese brands with quality merchandise and fashionable designs sold at affordable prices，這部分核心詞是 Chinese brands 中國品牌，with quality merchandise and fashionable designs 和 sold at affordable prices 都是后置定語，修飾 Chinese brands.

舉一反三，“物美價廉的產品”可以說 brands with quality and sold at affordable prices.

Temu 是拼多多旗下的跨境電商平臺。

They want to be appropriately charged for everything.

charge 動詞，表示 to ask an amount of money for goods or a service 收費、要價，用法為“charge (sb) 錢 for 產品”，看兩個例句：

The restaurant charged ￡20 for dinner.

這家餐館收了 20 英鎊的餐費。

He only charged me half price.

他只收我半價。

Do youngsters believe a penny saved is a penny earned?

saved 和 earned 都是分詞形式的后置定語，修飾前面的 penny，意思是“省下來的一分錢”“賺到的一分錢”。

02背后的原因

第一個原因是年輕人開始注重性價比：

Young peoples 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.

年輕人精打細算，這說明他們拒絕為任何不合理的溢價買單，他們更關注品質和實用價值。他們正在塑造一個在花錢時更為理性，更專注于個性化選擇的身份。

budget 作動詞有“謹慎花錢”的含義，strict budgeting 可以翻譯成“精打細算”，此外也可以說 frugal spending, thrifty budgeting, cautious expenditure 等。

premium 指“溢價”，比如金價470元/g，在某大福遠遠高于470，除了首飾加工費外，還有品牌溢價。

impulsive 意思是 acting suddenly without thinking carefully about what might happen “易沖動的”，less impulsive 指消費時沒那么沖動。

第二個原因是年輕人消費觀念出現了變化，更注重情感和體驗：

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.

以更好的生活體驗為目的的自我享受，代表了年輕一代的另一種態度……超過60%的調查對象將自我享受和提升幸福感列為核心價值。他們不僅關注物品的實用性，還注重個性化方面和情感感知。他們愿為能夠增進感受和體驗的產品付費。

打個比方，老一輩喜歡購買看得見摸得著的東西，而年青一代喜歡把錢花在體驗和興趣上，比如動漫、潮玩、手辦、二次元、潮鞋、拆盲盒等。

Over 60 percent surveyed listed enjoying themselves and improving happiness as a core value.

這句話的主語是 Over 60 percent “60%多的人”。surveyed 是過去分詞形式的后置定語，修飾 Over 60 percent，意思是“超過60%的接受調查的人、超過60%的調查對象”。

list A as B “把A列為B”，本句中A是動名詞形式 enjoying themselves and improving happiness。

這句話意思是，超過60%的調查對象把自我享受和提升幸福感列為核心價值。

這句話可以用在寫作中，進行舉例，支撐自己的觀點。

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.

對于行業而言，一方面，我們應堅持長遠規劃，杜絕因渴望快速成功和即時利益而產生短視行為。另一方面，我們應善用消費升級的機遇，完善服務等方面的薄弱環節，優化供給側消費，推動全面升級。此外，政府部門應對新的維度和趨勢有所把握。

myopic [ma???p?k] 形容詞，意思是“近視的”，比如：

a myopic child/eye

近視的孩子/眼

引申為“目光短淺的”，如：

a myopic strategy

缺乏遠見的策略

myopic voters

目光短淺的投票者

可以和 short-sighted 替換。

adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick success and instant benefits 可以當作素材積累下來，很多話題都可以用到，比如環保：

We should adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick development and instant benefits.

make good use of opportunities in... to fix weak links... and optimize consumption from the supply side, and promote comprehensive upgrading，這些都是套話，抓好...機遇，補短板，優化...，推動全面升級。

04敲黑板

形容火爆

make/cause a splash

become an instant hit

become trendy

go viral

gain tremendous popularity

分析現象背后的原因：

Behind the phenomenon is...

舉例：

Over X percent surveyed listed...as...

年輕人消費觀念的變化：

1）更關注性價比：

Young peoples 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.

2）更注重體驗：

They focus on personalized aspects and emotional perception in addition to the usefulness of things. They pay for what benefits their feelings and experience.

如何應對：

1）行業：adhere to long-term planning and stop myopic behavior stemming from an eagerness for quick success and instant benefits...

make good use of opportunities in... to fix weak links... and optimize consumption from the supply side, and promote comprehensive upgrading.

2）政府：government departments should have a grasp on new dimensions and trends