In the traditional impression, fur is expensive and not very fashionable and is often labeled as “nouveau riche wear”

Nowadays, fur is gradually becoming lightweight, comfortable, and fashionable, and more and more young people are buying their “first mink”.

　　In the cold winter, the fur market is blowing a young "wind"

In Northeast China, “wearing mink” is a “standard move” for many people to resist the cold and survive the long and harsh winter. A reporter from Banyuetan saw that in the leather city of Tongerbao Town, Dengta City, Liaoyang City, Liaoning Province, known as the “fur capital of China”, fur merchants put the new designs for 2024 in a prominent position. The mall was bustling with people, and many young consumers shuttled through the crowd, trying on pieces one by one, or acting as “agents” and taking photos of their favorite styles and sending them to family and friends for selection and ordering.

Fur clothing has a relatively high average price per customer, and is generally sold in leather cities, with a peak in customer flow around October each year. In Tongerbao Town, a Banyuetan reporter visited several leather cities and found that this year’s fur design is more personalized and fashionable. In a store in Tongerbao Haining Leather City, several young people are trying on “new Chinese style” fur. “Now fur is not only a way to keep warm, but also a reflection of fashion.” Ms. Cao, the founder of the store brand, said that she has been in the fur industry for 34 years, and the style design will be constantly adjusted according to the aesthetic taste of consumers. In recent years, it has also incorporated traditional Chinese elements such as Song brocade and buttons.

The picture shows fur clothing displayed at the fur market in Tongerbao Town, Liaoyang City, Liaoning Province.

Near Ms. Cao’s shop, a brand store selling men’s leather clothing focuses on the “motorcycle style”. The store manager, Mr. Chen, showed the brand’s three-dimensional cutting and shoulder design, which “fits very well” after wearing. He said: “In the past, consumers who bought leather jackets were older, generally between 40 and 60 years old. Now there are more and more young people, and leather jackets have changed from being simple and generous to becoming trendy and fashionable.”

The relevant person in charge of the China Leather Association admitted that the fur industry was in a downturn due to various factors such as the changes in the global fashion industry. In order to revive the market, the association has been continuously researching consumer trends and constantly seeking changes in materials, colors and designs to attract young consumers.

　　“Self-pleasing consumption” improves emotional value

“The end of dressing is to please yourself,” said Xiao Lin, a 27-year-old netizen. When browsing posts related to “fur” on social platforms, Ban Yue Tan reporters found that most of the consumers who buy fur are young women. They do their homework and compare prices from different stores. They not only value the practical value of fur clothing but also have very personalized requirements for color, style and details. With the continuous growth of “her economy” and “self-pleasing consumption”. fur has now become an expression of young women’s charm and confidence, and the label of “nouveau riche dressing” has gradually been removed.

At the same time, comfort and cost-effectiveness are also the purchasing criteria of young consumers. The “2024 China Youth Consumption Trend Report” shows that in the field of clothing consumption, the mention of dressing styles such as “lazy style” and “old money style” is gradually increasing. Many consumers tend to integrate fur and fur clothing into their daily lives. Not only can they appear in social occasions such as banquets, but they can also be paired with casual jeans, sneakers, and baseball caps and are suitable for daily travel scenes such as shopping, commuting, and walking.

Since 2019, many fur merchants in Tongerbao have been exploring live streaming, and Northeast fur has begun to be “sold nationwide”. During this year’s “Double 11”, the “Quality Mink Festival” of an e-commerce platform was launched for less than a week. The GMV of mid-to-high-end mink-related clothing increased by 56% year-on-year, the order volume increased by 62%, and the number of buyers increased by 56%. The head of an e-commerce company in Tongerbao that specializes in mink coats said that there are more customers in southern regions such as Sichuan, Hunan, and Shanghai, and the sales of their own fur are no longer limited to the Northeast.

As people’s environmental awareness increases, artificial environmentally friendly fur and second-hand fur are gradually becoming consumers’ choices. In clothing brand stores in many shopping malls in Shenyang, young people are trying on environmentally friendly fur coats. Consumer Ms. Li said that the environmentally friendly fur clothing on the market today has good texture and novel design. Compared with real fur, the price is more friendly. It is not only environmentally friendly, but also warm and beautiful to wear.