重生的TA｜不妥协的“雪豹”：经验是把双刃剑，该扔就得扔！

Core Viewpoint - The article discusses the challenges and transformations faced by Zhejiang Snow Leopard Clothing Co., Ltd. in the leather apparel industry, emphasizing the need for innovation and adaptation to modern market demands [2][3]. Group 1: Company Background - Founded in 1984, Snow Leopard was once a leading brand in the leather apparel market, known for its popularity in the 1980s and 1990s, with long queues for purchases and a strong presence in fashion [2]. - The brand's historical significance is highlighted by its unique position in the market during its peak, being the only prominent leather brand from Haining [2]. Group 2: Current Challenges - The company faces dual challenges: the "defensive consumption" behavior of the middle class affecting the mid-to-high-end leather market and the rapid rise of live-streaming e-commerce necessitating a transformation [3][6]. - The leather industry is undergoing a profound transformation due to the impacts of U.S.-China tariff disputes, the rise of e-commerce, and consumer downgrading [3]. Group 3: E-commerce Strategy - Snow Leopard has made significant strategic adjustments in its e-commerce approach, discontinuing dedicated e-commerce product lines and implementing a unified pricing strategy for online and offline sales [6][7]. - The company previously launched e-commerce-specific products at discounted prices, which led to a negative impact on brand perception and profitability [7][10]. - In 2024, Snow Leopard aims to enhance its e-commerce strategy by focusing on product quality and service rather than engaging in price wars, with a target average transaction value increase from approximately 1200 RMB to over 2500 RMB [7][10]. Group 4: Product Innovation and Quality - The company is focusing on product innovation to appeal to younger consumers, particularly by developing leather garments that combine outdoor functionality with fashion [10][11]. - Research and development investments have increased to about 8% of total sales, with efforts to improve the breathability and functionality of leather products [11]. - The brand is actively responding to market trends, as evidenced by its quick production of a popular leather jacket style after a public figure's appearance [13]. Group 5: Learning and Adaptation - The company recognizes that traditional experiences can be a double-edged sword, emphasizing the importance of continuous learning and adaptation to modern market conditions [9][14]. - Snow Leopard is committed to internal training and knowledge enhancement to break free from outdated practices and foster innovation [14].