冲进千元的国产女包，到底谁在买？

Core Viewpoint - The article discusses the shift in consumer behavior from international luxury brands to domestic handbag brands, highlighting the rise of affordable yet high-quality options that appeal to a more practical and aesthetic sensibility among consumers [4][6][9]. Group 1: Consumer Behavior Shift - Consumers who previously favored international luxury brands are now opting for domestic handbags, especially as brands like COACH and MK reduce prices while domestic brands increase their prices to around 1,000 yuan [6][18]. - The trend reflects a broader consumer sentiment of "demystifying" luxury brands, with many individuals seeking practicality and quality over brand prestige [6][9]. - The rise of domestic brands is characterized by their ability to offer products that appear luxurious without the high price tag, appealing to a demographic that values both aesthetics and functionality [9][10]. Group 2: Market Dynamics - The domestic handbag market has seen significant growth, with brands like 山下有松 (Songmont) and 古良吉吉 (Gulianjiji) achieving notable sales figures, such as 山下有松 surpassing 100 million yuan in overall sales [18][24]. - The price range for domestic handbags has shifted, with the 1,000-1,999 yuan segment now accounting for 40.4% of the market share, indicating a rapid growth in this price category [18][19]. - The competitive landscape is becoming crowded, with over 40 domestic handbag brands gaining traction on social media platforms, reflecting a shift in consumer preferences towards local products [19][24]. Group 3: Brand Positioning and Storytelling - Domestic brands are increasingly focusing on storytelling and brand narratives to enhance their appeal, with many brands leveraging cultural and artisanal elements in their marketing [23][24]. - The average price of products from brands like 山下有松 has risen to around 1,550 yuan, with some items reaching up to 3,900 yuan, indicating a strategic shift towards higher-end positioning [24][30]. - The emergence of a "knowledgeable" consumer base that values design and cultural significance is driving brands to refine their offerings and marketing strategies [24][26]. Group 4: Challenges and Future Outlook - Despite the growth, domestic brands face challenges such as rising production costs and the need for innovation in design to differentiate themselves from competitors and counterfeit products [26][28]. - The increasing marketing costs and brand collaborations with celebrities may lead to consumer skepticism regarding price increases, as some consumers feel that the value proposition is diminishing [25][26]. - The long-term sustainability of these brands will depend on their ability to maintain quality while managing consumer expectations and market dynamics [26][30].