From cars to charge clothes, the rise of domestic goods behind "Lei Jun's style"

2025 03/20

Spring is coming, and the day of wearing charge clothes is coming again.

As the concept of healthy life from indoor to outdoor has been deeply rooted in the hearts of the people in recent years, it has also evolved into a fashion symbol. Not only in the mountains, parks, shopping malls, subways and even work and other occasions, you can see the figure of the assault clothes.

In the past week, Xiaomi SU7 Ultra has quickly become a hot social topic once it is on sale. At the delivery ceremony of the first batch of car owners a few days ago, Lei Jun, "President Trillion" and Xiaomi CEO, dressed in a festive orange-red jacket outdoors, personally delivered the car keys to the first batch of car owners.

There are sharp eyed netizens quickly found the "Lei Jun with money". It is reported that Lei Jun on this jacket for China's well-known outdoor brand Pathfinder's HIMEX series "Sheng Qing" jacket, but also the limited amount of the year of the snake.

On the Internet, Lei Jun's personal charm attracts countless fans. On such a key occasion as the delivery ceremony, the details revealed the reason why Lei Jun became the top-compared with the common black and green charge clothes, Lei Jun chose an orange-red charge clothes with auspicious meaning on that day, undoubtedly hoping to send good luck to the first batch of car owners.

01
from business clothes to charge clothes, the change of lifestyle style

as a recognized "model worker" in the scientific and technological circles, Lei Jun did not choose the iconic business shirt or suit on the important occasion of Xiaomi Automobile, but chose to wear outdoor assault clothes.

Lei Jun's seemingly casual dress choice actually implies the deep logic of the consumer scene revolution-the "broken circle" of charge clothes, which is becoming the epitome of the integration of contemporary life scenes.

Lei Jun's same style jacket

from business meetings to camping sites, from city commuting to plateau climbing, with the three-in-one function of windproof, moisture permeability and wear resistance, the assault clothing has already broken through the boundaries of outdoor scenes and has become a symbol of all-weather lifestyle. No matter what kind of weather conditions, a high quality jacket can make consumers calmly deal.

The selling millet cars and charge clothes all have the same user thinking-on the basis of the ultimate pursuit of cost performance, they bring users the same level of higher quality. Such characteristics, no doubt successfully captured the psychology of young users.

02
"Lei Jun's same style" charge clothes hide a story of Chinese mountaineering.

This HIMEX series on Lei Jun is the high-end professional product line of Chinese outdoor brand Pathfinder.

By 2024, Pathfinder will update the HIMEX series again. On the occasion of celebrating the 25th anniversary of the establishment of the brand, Pathfinder launched the HIMEX series "Chinese ladder" assault clothing.

However, behind the "Chinese ladder", there is a touching story of Chinese mountaineering power. At the height of 8700-8750 meters above sea level on the traditional climbing route of the northeastern ridge of Mount Everest, there is an insurmountable rock wall called the "second step". In 1975, Chinese mountaineers successfully climbed Mount Everest using a set of composite metal ladders made of lightweight aluminum alloy extruded materials. "China ladder" until May 27, 2008 "retired". During the 33 years that the "Chinese Ladder" has stood, about 1300 climbers from all over the world have climbed to the top of the Earth through it. Therefore, this wisdom and technology crystallization full of Chinese mountaineering power is called the "Chinese Ladder". In order to commemorate the 33 years when the "Chinese Ladder" stood on Mount Everest, the front of HIMEX series Chinese Ladder Rush Clothes has two asymmetrical dislocation shear designs, and their height difference is 33mm. Naming the stormsuit after this commemorative "Chinese ladder" is not only a tribute to the unremitting climbing of China's mountaineering power, but also a witness to the iterative upgrading of China's outdoor brand technology and innovation. Chinese mountaineering force through the road, just as the Chinese national brand. After years of continuous growth and transcendence, it finally stood on a higher mountain. In a recent media interview with The National People's Congress, Lei Jun believes that the era of the overall rise of domestic brands has begun. From the car to the charge, "Lei Jun with the money" behind the symbol of the rise of domestic goods is coming.

On the one hand, the rise of domestic products has enhanced the brand image of Chinese products; On the other hand, it has promoted the quality innovation of domestic brands and effectively promoted the overall quality improvement of domestic products. From Chinese self-owned brand cars on the road to clothing brands on the streets, domestic elements are everywhere.

03
why do young people and business elites love assault clothes?

From young people to business elites, why do they all love to wear assault clothes? In the view of sports business, with the continuous upgrading of consumption concept, consumers pay more attention to the "versatile" and "comfort" of clothing, which is the key factor to promote the popularity of charge clothes.

This shift in wearing coincides with the popularity of the "relaxed" aesthetic. People no longer need to express themselves through the straight shoulder line, and instead use functional clothing to convey the "ready to go" life posture. When Lei Jun's assault clothing was worn on the hot search, and when the morning peak of the subway in first-tier cities was occupied by the assault clothing matrix of low saturation color system, this functional clothing, once regarded as "outdoor exclusive", has evolved into the consumption and spiritual totem of contemporary society.

In the final analysis, the popular Essence of charge clothes is the redefinition of the word "freedom" by modern people-to obtain functional freedom (to deal with the changeable environment), identity freedom (to cross the hierarchy label) and spiritual freedom (to connect with nature) through a piece of clothes at the same time. When the urban elite stepped into the office building wearing the ten thousand yuan Archaeopteryx, and the young girls matched the dresses with the pink charge clothes, this collective narrative has gone beyond the clothing itself and become the cultural footnote of the social transformation period.

What's more, the Environmental Protection attributes of charge clothes are more obvious than others, and they are also in line with the common values of all sectors of society-to achieve sustainable development. Many assault clothing brands are emphasizing the use of environmentally friendly materials to make assault clothing, and actively encourage and teach consumers how to wear more environmentally friendly clothes.

Under the advocacy of major outdoor brands, the public's positive changes in lifestyles and concepts may be the most popular in this upsurge of assault clothing.

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