人大899元羽绒服卖断货，网友：我还没买到呢

近日，话题“人大899元书记严选羽绒服卖断货”登上微博热搜，引发网友广泛讨论互动。

图源：微博

事件的起因是中国人民大学党委书记张东刚在社交平台推荐该校新推出的“人大超绒羽绒服”。其中展示了红色羽绒服的宣传图，以及包含长款、短款、童款和多种家庭套餐的购买信息，并列出线下门店地址。

Renmin University of China has seen brisk online sales of its newly launched branded down jackets this week. The jackets, marketed under the university's cultural intellectual property center Renda Hongchuang, were launched only days ago and are already selling out for certain sizes.

They went online in the past two days and sales have been very strong. Some styles are already out of stock.

图源：小红书@人大刚子

帖子发出后，许多网友留言“求购”，甚至希望“抽奖赠送”。也有网友表示羽绒服“有点好看”，优惠后长款899元、短款399元、童款200元的价格被热议。该羽绒服的官方购买渠道——“人大红创”小程序因访问量过大一度无法打开。

图源：人大红创小程序

据中国新闻周刊，在小程序，该羽绒服红色款已断货，黑、白色仅部分尺码有少量库存。人大红创中心工作人员表示，这是今年新品，首次推出“人大红”配色，上线后销量很快走高，已有款式断码，学生、校友、教职工及家庭套餐购买者均不少。

The lineup also includes bundled packages branded as "two-person", "three-person" and "four-person" family sets, alongside three physical campus stores in Beijing. Prices are set at 899 yuan ($128) for long jackets and 399 yuan for short styles, available in multiple colors. The jackets include the debut of a signature "Renda Red". Buyers mainly include students, faculty and alumni, with many alumni opting for family bundles.

图源：人大红创小程序

高校羽绒服热销并非新鲜事。此前，中央戏剧学院、北京电影学院等院校的羽绒服也曾卖断货。在社交媒体平台上，中央戏剧学院羽绒服相关笔记获过万互动。除中戏外，中国传媒大学、哈尔滨工业大学、中国政法大学、北京大学羽绒服相关笔记也都获得过千点赞。

Renmin University of China is not alone. Customized down jackets from Communication University of China have also gone viral online, prompting group purchases organized by consumers. Similar products from the Central Academy of Drama and Beijing Film Academy have sold out in previous seasons.

图源：小红书

高校羽绒服为何持续走红？

一些年轻人表示，高校出品让人放心，“这么大的学校不至于自砸招牌”。信誉成为关键购买动力，类似医院推出酸梅汤、月饼受追捧的现象，背后反映出公众对一般商业品牌信任度的不足。

艾媒咨询首席分析师张毅对上述观点表示赞同，并补充指出，高校羽绒服的热销还源于其承载的情感价值：对在校学生，它是增强集体归属感的身份标识；对校友，它是承载青春记忆的符号；对高校仰慕者，它则是一种情感寄托。此外，社交媒体传播也至关重要，高校借助书记、校友“带货”，并推出限量款、家庭套餐等营销策略，成功激发了购买欲望并实现破圈。

Emotional value remains the key driver, said Zhang Yi, chief analyst at iiMedia Research, adding that the popularity of college-based apparel stems from the identities they represent.

"For students, it's a symbol of collective belonging. For alumni, it carries memories of youth. For those who admire the institutions, it's an emotional attachment," Zhang said.

说到底，在大众市场，羽绒服消费正回归务实——保暖是根本，信誉是保障，而高校或许恰好能在这两方面提供一份可信的回应。

记者：王卓琼

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