成都太古里，迎来国产女包中的“长期主义者”

Core Viewpoint - The article discusses the evolution of the "new consumption" landscape in China, highlighting the contrasting paths of domestic brands, particularly in the women's bag industry, with a focus on the brand Qiu Zhen, which emphasizes product quality and supply chain control over internet-driven models [2][4][6]. Group 1: Brand Growth and Market Position - In 2025, Qiu Zhen achieved significant growth, surpassing many international brands to rank among the top three in Tmall's bag sales during the "Double 11" shopping festival [4]. - Qiu Zhen's expansion into offline markets includes opening stores in high-end shopping centers across major cities like Chongqing, Nanjing, and Chengdu [4]. - The brand's rise reflects a shift towards quality and value, appealing to consumers' demand for better price-performance ratios [6]. Group 2: Brand DNA and Product Philosophy - Qiu Zhen's brand DNA is rooted in "pragmatism," with a founding team comprised of professionals from the leather industry, emphasizing a "product-first" perspective [8]. - The brand invests heavily in its supply chain, including building its own leather factory to ensure high-quality materials, such as 3A-grade leather [10][12]. - Qiu Zhen's commitment to quality is evident in its use of traditional Italian dyeing and tanning techniques, which enhance the product's craftsmanship [12]. Group 3: Design Philosophy and Market Trends - Qiu Zhen's design philosophy focuses on simplicity and functionality, aligning with modern consumer preferences for understated luxury [19][26]. - The brand's products are characterized by minimalistic designs that prioritize material quality over flashy branding, resonating with the growing trend of "low-key luxury" [31]. - Qiu Zhen has successfully created trends rather than following them, introducing popular styles like bucket bags and hobo bags that have gained traction on social media [24]. Group 4: Operational Model and Future Challenges - Qiu Zhen's operational model contrasts with many new consumer brands that rely on internet efficiency, focusing instead on a robust supply chain and craftsmanship [33]. - The brand's heavy investment in quality and production may limit its scalability, as it faces challenges related to cash flow and market fluctuations [36]. - Despite the risks associated with its asset-heavy model, Qiu Zhen exemplifies the potential for domestic brands to maintain quality and competitiveness in the international market [36].