（原标题：Burberry2026新禧贺岁，广告大片礼赞马年新春） Burberry 发布 2026 新禧贺岁系列，并以一支广告片开启对马年新春的想象。品牌代言人陈坤、汤唯、 吴磊以及品牌大使张婧仪出镜演绎，他们穿梭于城市街巷，提着年货奔赴重逢的时刻，在为家人准备团 圆饭、细心包装礼物中，迎接新年的到来。骏马意象悄然穿行其间，作为线索串联起等待、回归与团聚 的片段，让节日的期待在不经意中展开。 新禧贺岁系列围绕品牌经典的马术骑士徽标展开再创作。骑士形象以水彩、水墨笔触重新描绘，并通过 金属刺绣、十字绣与贴花徽章等工艺，呈现于外套、围巾、包袋与小皮具之上。祥瑞红调与特别推出的 红色 Burberry 格纹贯穿整个系列，在延续品牌经典美学的同时，亦融入中国传统新春的美好寓意，让 经典在当代语境中焕发新的生命力。 ...

Group 1 - Burberry's stock price increased by 3.5%, outperforming the overall European luxury goods sector [1]

Investment Dynamics - L'Oréal plans to increase its stake in Galderma to 20%, becoming a significant strategic shareholder and gaining a board seat for core strategic decision-making [3] - Changyao Innovation successfully completed a new round of A financing amounting to several tens of millions, with strategic investment from leading robotics company Hangzhou Shenhao Technology [5] - UK DTC children's outdoor clothing brand Roarsome raised £1.5 million, with nearly £1 million from lead investor Sustainable Wealth Group, focusing on sustainable materials [7] - Meta acquired wearable AI device company Limitless, shifting part of its metaverse resources towards AI wearable devices [8] - Swire Group reached a share transfer agreement for its bakery chain "New Qinyuan" with Yang Brothers Investment Company, with a total acquisition amount close to HKD 1.4 billion [9] - Anheuser-Busch InBev plans to acquire a majority stake in US ready-to-drink beverage brand BeatBox for approximately $490 million, as part of its strategy to explore markets beyond beer [12] Brand Dynamics - Hema acknowledged a production issue with strawberry cakes, affecting around 60 units sold across seven stores, and has initiated customer follow-ups and compensation [15] - COMME des GARÇONS announced a collaboration with G-DRAGON, featuring a collection inspired by his album "Übermensch," with a black baseball cap as a core item [18] - Burberry appointed Matteo Calonaci as COO and CCO, emphasizing supply chain acceleration and customer experience as key performance drivers [19][21] - Kering's Brioni brand ended its collaboration with creative director Norbert Stumpfl, potentially slowing down the introduction of new men's collections [23]

Group 1 - The UK's FTSE 100 index experienced a slight increase on Thursday, indicating a cautious investor sentiment amid mixed corporate updates and economic data suggesting potential weakness [1] - Burberry's stock price rose following an upgrade in price target by HSBC, highlighting positive sentiment towards the luxury goods sector [1]

大中华区同店销售额在第二季度增长了3%，扭转上一季度5% 的下滑态势，为中国市场一年来首次恢复增长。 作者：罗文利 封图：东方IC 英国奢侈品牌博柏利（Burberry）凭借去年提出的"Burberry Forward"战略，实现扭亏为盈。该 战略的一项措施是"降低售价、优化奥莱渠道"。但今年11月，在战略实施一年后，博柏利决定不 走"打折"路线了。 博柏利首席执行官约书亚·舒尔曼在11月中旬举行的财报电话会上表示，去年该品牌在线上、线下 渠道均开展公开清仓折扣，虽拉高了同店销售额，但今年将不再延续，转而回归常规季末促销—— 规模收缩、形式低调、折扣幅度降低、频次减少，"这些调整均有助于提升盈利质量"。 博柏利中国11月24日进一步告诉经济观察报，"Burberry Forward"战略是重塑品牌吸引力与价 值创造的正确路径，目前仍处初期阶段。下一阶段，博柏利将继续聚焦外套、围巾等核心品类，依 托优势与多元产品线，拓展消费客群。 博柏利的上述调整源于"Burberry Forward"战略的阶段性反馈。 "Burberry Forward"战略由是舒尔曼在上任四个月时提出的，核心目标是恢复品牌活力、提升业 绩 ...

"Burberry Forward"战略由是舒尔曼在上任四个月时提出的，核心目标是恢复品牌活力、提升业绩表现 及推动长期价值增长。围绕战略落地，博柏利调整过两次价格策略：过去一年，博柏利先尝试涨价未达 预期，后转向降价折扣策略。去年11月，博柏利推出重新定位、降低售价、优化奥莱渠道等品牌重振计 划。 11月14日，博柏利发布的2026财年中期业绩数据显示，截至2025年9月27日的六个月内，该公司销售额 同比下降5%至10.32亿英镑，调整后营业利润为1900万英镑，较去年同期4100万英镑的亏损实现扭亏为 盈。其中，大中华区同店销售额在第二季度增长了3%，扭转上一季度5%的下滑态势，为中国市场一年 来首次恢复增长。 财报显示，其第二财季可比门店销售额同比增长2%，终结连续七个季度下滑；大中华区上半年同店销 售额虽下跌1%，但第二季度增长3%，主要得益于中国情人节的消费热潮。全球范围内，中国市场增长 抵消了出境游人数下降的影响。 正价渠道的强劲表现，进一步降低了博柏利对折扣渠道的依赖。舒尔曼在财报电话会上表示，正价渠道 新品销售亮眼，"这让我对销售质量倍感振奋"。事实上，去年博柏利采取的大幅折扣策略未能对奥莱 ...

Core Insights - The luxury goods market in Beijing is undergoing significant changes, with brands like Gucci and Dior closing stores in traditional high-end shopping areas, while new flagship stores are emerging in more vibrant districts like Sanlitun [1][3][4] - The trend indicates a shift towards a "one city, one store" strategy among luxury brands, focusing on flagship locations in prime commercial areas while closing underperforming stores [1][6] - The competition among shopping districts is intensifying, with high-end brands exerting more influence over commercial leasing decisions, necessitating upgrades in both infrastructure and experiential offerings to attract these brands [6][8] Group 1: Market Dynamics - Financial Street Shopping Center has seen the closure of major luxury brands due to expired leases, while other brands like Burberry and LV continue to operate [3][4] - West Beijing's luxury market is experiencing a decline, contrasting sharply with the booming luxury scene in the Chaoyang district, which is attracting high-end brands and consumers [3][8] - The luxury market's evolution reflects broader trends in consumer behavior and commercial real estate, with a growing emphasis on experiential retail and brand alignment with shopping environments [7][9] Group 2: Strategic Implications - Luxury brands are increasingly selective about their locations, prioritizing areas with high foot traffic, unique experiences, and strong brand alignment [6][7] - The trend of luxury brands concentrating in top-tier shopping districts is leading to a polarization of the market, potentially disadvantaging smaller shopping areas [9][10] - There are opportunities for luxury brands in the western districts of Beijing, particularly in areas like Haidian, which have affluent consumer bases but lack suitable retail environments [8][9]

Group 1 - Chinese consumers are returning to the luxury goods market, with executives from Prada, Coach, EssilorLuxottica, and Value Retail noting a stabilization in demand after months of weakness [2] - The luxury goods industry has seen a significant slowdown in growth since the pandemic, influenced by high youth unemployment, a sluggish real estate market, and weak consumer confidence [2] - Prada's CFO Andrea Bonini expressed a "cautiously optimistic" outlook, indicating that a more "normalized" environment may not emerge until 2026 [3] Group 2 - Coach reported a strong growth momentum, with a 20% increase in business in China, attributed to its market positioning appealing to more cautious consumers [3] - Coach has been expanding its local presence, leveraging 25 years of market experience, including establishing a joint design studio and expanding in regional cities like Wuhan [3] - Approximately 40% of Coach's growth is derived from international markets, indicating resilience against U.S. tariffs [4] Group 3 - UBS research indicated that Burberry's sales in the Greater China region grew by 3%, exceeding expectations, while Richemont reported that sales to Chinese customers were "almost flat," showing significant improvement from previous declines [4] - Richemont's sales in the Asia-Pacific region increased by 10%, with expectations for continued growth momentum before the end of the year [4]

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Core Viewpoint - The article discusses the shift in luxury brand sales strategies, particularly focusing on how retailers like Hema and Sam's Club are capitalizing on the luxury goods market amidst changing consumer behaviors and economic pressures [5][8]. Group 1: Retail Strategies - Luxury brands are increasingly utilizing e-commerce and outlet stores as significant sales channels due to the impact of the luxury goods downturn and changing consumer purchasing habits [7][8]. - Membership-based retail platforms, such as Hema and Sam's Club, are becoming vital for luxury brands to reduce inventory while maintaining brand prestige [8][14]. - Hema has expanded its offerings to include luxury brands like Burberry and Gucci, primarily through a global purchasing model that emphasizes pre-sale and direct shipping from Europe [10][12]. Group 2: Burberry's Financial Performance - Burberry reported a revenue of £1.032 billion for the first half of the 2026 fiscal year, reflecting a 3% decline year-over-year, with a significant reduction in operating losses from £53 million to £18 million [17][18]. - The brand's comparable store sales showed a 2% increase in the second quarter, marking the end of a seven-quarter decline, driven by improved consumer sentiment in China [21][24]. - Burberry's gross margin improved to 67.9%, up 410 basis points, attributed to better inventory management and cost control measures [32][25]. Group 3: Market Trends and Challenges - The luxury market is witnessing a shift where consumers are prioritizing value, leading to a decline in full-price sales channels while discount channels are performing better [24][29]. - Burberry's strategy includes reducing reliance on discounting and focusing on maintaining a healthier inventory level, with a reported 24% decrease in net inventory [31][30]. - The competitive landscape for retailers like Hema and Sam's Club is evolving, as they benefit from price advantages while facing challenges from unauthorized channels [37].