According to the "Observation", from the perspective of consumers' attention, product quality, thermal performance, clothing material, wearing comfort and style design have become the main concerns for buying warm clothing.

From the point of view of the material fabric of the down jacket, the graphene down jacket has achieved a higher sales growth rate, and the turnover has increased by more than 10 times year-on-year, the GORE-TEX down jacket growth rate has also exceeded 200%, and the turnover growth rate of goose down jacket has exceeded 260%.

At present, if you open a winter clothing store, you will probably see some "black technology" words, such as aerogel, air lock temperature, graphene, self-heating, etc., in order to attract the attention of consumers.

But the effect is mixed. The reporter can see comments such as "IQ tax" and "not warm" in the comment area of many shops. This has also made the outside world question the "black technology" of clothing.

In fact, research and development plays an important role in the garment industry. Zhu Kri believes that in the field of warm clothing, the importance of science and technology research and development is particularly prominent, such as through the use of advanced thermal materials and technology, enterprises can produce thinner and warmer clothing, improve the wearing experience of consumers.

At the same time, scientific and technological research and development can also help enterprises reduce production costs and improve production efficiency.

But Magang believes that many "black tech" is partly related to marketing selling points;

On the other hand, young consumers like new concepts and can easily reflect the difference of products. "Of course, really good fabrics, high-tech fabrics, have a pulling force for the entire industry, but it is a pity that there are fewer such fabrics."

"It cannot be ruled out that companies and brands have over-marketed technology research and development. Many companies are developing new functions and materials, and they have patents, which should be appreciated.

But only when patents are converted into productive forces and products can they be valued. Cheng Weixiong said.