"No Need for Moncler, Just Dress Like Korean Women"... 'Ugly Jackets' Selling Like Hotcakes in China

Changing Winter Consumer Trends in China
"Practicality Prioritized Over High-End Brands"

This winter, so-called "ugly padded jackets" are trending in China. Analysts say that these basic, utilitarian padded jackets, which spread through Korean social networking services (SNS), are gaining attention among young consumers who prioritize practicality.

Images of elderly and young Chinese wearing padded jackets. Chinese social networking service

Recently, the Chinese current affairs weekly Xinzhoukan reported, "Practical padded jackets worn by Korean women are spreading among China's middle class."

Rising Demand for Affordable, Practical Products over Expensive Luxury Padded Jackets

In the past, padded jacket brands in China were considered a status symbol. The more expensive the padded jacket, the more it was seen as a way to show off one’s social standing and economic power. However, there is now a clear trend among younger consumers to choose winter clothing that offers reliable warmth at a lower cost. Additionally, the perception is spreading that the more elaborate the design elements of a padded jacket, the higher the price, but the lower the satisfaction. As a result, the allure of high-priced padded jackets is gradually fading.

In this context, while the growth rate of high-end brands has slowed, affordable and practical products continue to see steady demand. According to the media, many of the top-selling padded jackets during recent Chinese e-commerce events were priced below 300 yuan (about 60,000 won).

The media outlet stated, "While the growth of luxury padded jacket brands such as Canada Goose and Moncler has slowed, basic padded jackets priced in the hundreds of yuan are experiencing shortages. The brand 'Yaya,' based in small and medium-sized Chinese cities, has also consistently ranked high on major online sales platforms."

Korean padded jackets shared on Chinese social networking services (SNS). Chinese SNS

"Warmth Comes First, Even If It Looks Bulky"-Spread of Pragmatism and the Influence of the Korean Wave

This winter, the padded jackets that are popular in China are characterized by their simple design and voluminous silhouette. Due to their structure, padded jackets inevitably have a certain bulk, making the wearer appear less sleek. Nevertheless, even young women who previously prioritized stylish appearances are increasingly opting for basic, undecorated padded jackets that provide warmth over aesthetics.

In particular, there is a resurgence of the so-called "rib padded jackets" in China-padded jackets with tightly spaced horizontal quilting-leading to comments that designs once worn by the older generation are now back in style.

The popularity of padded jackets in China has also been influenced by the Korean Wave. Padded jackets worn by Korean celebrities have become a hot topic on Chinese social networking services (SNS), attracting the attention of consumers.

Xinzhoukan reported, "The prevailing view is that understated but reliably warm clothing is the most rational choice. As a result, the commute scene is dominated by basic black padded jackets." The outlet added, "If expensive padded jackets are a symbol of success, then consumers who choose cost-effective padded jackets are revealing their own survival strategies."