据经济观察报-经济观察网 2026年1月，比亚迪销售新车21.01万辆。尽管整体销量被吉利超越，但其海 外出口表现依然亮眼。当月，比亚迪乘用车及皮卡海外销售达10万辆，同比增长43.3%。分品牌来看， 比亚迪品牌销售17.75万辆；方程豹品牌销售2.16万辆；腾势品牌销售6002辆；仰望品牌销售413辆。比 亚迪的销量结构显示出其品牌矩阵的多元化布局，同时海外市场已成为其重要的增长引擎。 ...

Core Insights - Tmall has been actively expanding its brand matrix by acquiring exclusive operational rights for high-end outdoor brand Norrna and professional running brand soar in China, which has garnered significant attention in the industry [1] - The company aims to capture the growing demand for high-quality products among Chinese consumers, recognizing that high-end brands require time to establish themselves in the market [5][10] - The retail philosophy emphasizes that every detail in the retail experience amplifies brand value, highlighting the importance of meticulous execution in high-end retail [4][10] Brand Strategy - The company is not solely focused on price points when selecting brands but prioritizes the quality and intrinsic value of the brands, targeting consumers who seek exceptional product quality and unique brand experiences [8] - Norrna's waterproof jackets start at approximately 4,800 yuan, indicating a significant price positioning compared to other brands in the market [5] - The company plans to gradually establish brand recognition through online channels before expanding to offline stores in major cities like Beijing and Shanghai [9] Market Positioning - The company has identified three potential growth areas in the Chinese sports consumption market, including high-end outdoor, running, and women's sports segments [11] - The operational strategy includes a dynamic balance approach to store expansion, focusing on optimizing underperforming stores while enhancing flagship stores that serve as brand showcases and traffic hubs [11] - Over the past two years, the company has opened 2,800 online stores, reflecting its commitment to adapting to market trends [11]