设计趋同、高价低质、假货泛滥……山下有松的“虚火”还能撑多久？｜贵圈

Core Insights - The brand Songmont, also known as "山下有松," has rapidly gained mainstream attention, with significant milestones including LVMH chairman Bernard Arnault purchasing products and the brand's participation in Paris Fashion Week [1][17] - Despite impressive growth, the brand faces challenges such as rampant counterfeiting, consumer complaints about design similarities and high prices, and quality control issues [1][4][11] Sales Performance - In the first three quarters of this year, Songmont's online sales in China increased by approximately 90%, while competitors like Gucci and MK saw declines of 50% and 40% respectively [17] - Songmont has consistently improved its ranking in the Tmall Double Eleven sales event, moving from third place in 2023 to first place in 2024, surpassing Coach with an annual GMV of around 500 million yuan [17][21] Consumer Sentiment - Consumer feedback is polarized, with loyal fans praising the brand's unique design and quality, while critics highlight issues such as design uniformity, high prices, and frequent price increases [18][19] - A specific product, the "菜篮子" bag, saw its price rise from 880 yuan in 2021 to 1380 yuan in 2025, reflecting a nearly 60% increase [4][19] Market Positioning - Songmont is positioned among mid-to-high-end domestic brands, with some products priced over 4000 yuan, and has tested the high-end market with items exceeding 10,000 yuan [21] - The brand's pricing strategy considers multiple factors, including material costs, craftsmanship, and market positioning, as stated by customer service representatives [21] Expansion Strategy - The brand has expanded its physical presence, increasing its number of stores from 11 to 20 within a year, primarily in first-tier and new first-tier cities [22] - Despite the expansion, many stores are not yet profitable, with online sales currently supporting offline operations [22] Product Diversification - Songmont is diversifying its product offerings, launching a clothing line in November 2024 and a fragrance line in November 2025, with prices comparable to luxury brands [24][10] - The brand aims to create a cohesive aesthetic experience, integrating bags, clothing, and fragrances to attract a specific consumer demographic [24] Counterfeit Issues - Counterfeiting has become a significant issue, with a complete supply chain for fake products emerging, often sold at prices 1/5 to 1/10 of the original [25][11] - The brand is actively working to combat counterfeiting, with legal teams addressing the issue both domestically and internationally [27] Brand Challenges - The brand faces a paradox where increased visibility leads to more counterfeiting, complicating the maintenance of its unique identity and high-end perception [27] - Experts suggest that to build a stronger brand moat, Songmont should enhance its product innovation, establish technical barriers, and improve copyright protection [27]