2025年第23周：服装行业周度市场观察

Group 1: Second-Hand Luxury Market - The second-hand luxury goods market is expanding into county-level cities, reflecting an increase in consumer spending power in these areas. During the Spring Festival, order volume for second-hand luxury items in fifth-tier cities grew by 33%, while third and fourth-tier cities also saw double-digit growth [1] - Challenges for second-hand luxury stores in county areas include limited style variety, inventory backlog, and profit compression, necessitating stable sourcing and authentication capabilities [1] - The second-hand luxury industry is shifting from high profits to refined operations, with competition expected to concentrate among financially strong major players or local small shops [1] Group 2: New Consumption Trends - New consumption brands are rapidly emerging by targeting lower-tier markets and utilizing efficient channels, disrupting traditional consumer perceptions in first and second-tier cities [2] - Generation Z consumers prioritize emotional value, cost-effectiveness, and information transparency, driving a comprehensive restructuring of products, brands, and channels [2] - The lower-tier market shows strong consumption potential, becoming a new growth engine, reflecting profound changes in demand-side consumption [2] Group 3: Emotional Value in Luxury Consumption - A report indicates that happiness dominates luxury consumption trends in China, with brands needing to provide enjoyable and relaxed experiences while emphasizing equality and respect [4] - The value of luxury goods is shifting towards emotional, cultural, and personal expression, with consumers seeking resonance with ideal personas [4] - Changes in product roles are evident, with bags focusing on practicality and jewelry serving as emotional tokens, highlighting the need for brands to create high-level emotional connections [4] Group 4: Gold Consumption and IP Collaboration - The gold consumption market in China is experiencing turbulence, with rising gold prices but weak demand, leading to a decline in jewelry consumption and an increase in investment gold bars [5] - Brands are exploring the "Golden Valley" model, combining IP collaborations with the value retention of gold to shift consumer perception from "family assets" to "personal expression" [5] - Companies like Chow Tai Fook and Lao Feng Xiang are partnering with anime IPs to achieve product premiumization, while future strategies must balance value retention with emotional needs [5] Group 5: Fast Fashion Challenges - The fast fashion industry faces challenges due to the end of the U.S. tax exemption policy for small packages, significantly impacting the "small order quick response" model represented by Shein [10] - New tariffs increase costs and extend customs clearance times, undermining the rapid response advantage of these businesses [10] - While industry scale may decline in the short term, the "small order quick response" model remains a long-term development direction, requiring companies to innovate technologically and commercially [10] Group 6: Silver Economy in Luxury Brands - Luxury brands are targeting the "silver economy," with China's silver economy scale reaching 7 trillion yuan, indicating significant future potential [11] - Brands are developing practical products and age-appropriate experiences, such as lightweight handbags and cultural scene enhancements, to cater to this demographic [11] - Silver consumers are rational and loyal, focusing on self-expression and brand connotation, prompting brands to reinforce nostalgic emotions through classic revivals and workshops [11] Group 7: Brand Dynamics - The Chinese menswear brand Li Ning has opened its first overseas store in Malaysia, marking a key step in its internationalization strategy [12] - The opening aligns with Li Ning's multi-brand and international strategy, with projected revenue of 3.65 billion yuan in 2024 and a total of 2,773 stores [12] - Semir's children's clothing brand Balabala is facing challenges in a competitive market, with a decline in revenue and net profit, necessitating supply chain optimization and product enhancement [13]