来源 | DT商业观察 （ID：DTcaijing） 以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和 研究机构的禀赋，厘清趋势和商业间的关系，用年轻化的视角认识商业世界。 从北京三里屯到上海外滩源。 作者 | 林美汕、胡汉三 编辑 | 郑晓慧 设计 | 郑舒雅 运营 | 苏洪锐 从北京三里屯到上海外滩源，国货女包品牌的招牌越来越醒目。 在上海淮海中路，山下有松门口的队伍已经排到了隔壁；在北京国贸商城，端木良锦的 线下门店成为商场里最热闹的一块区域。 尽管这些包包的商品标签上标注着上千的价格，有些品牌甚至上万，但消费者依然乐此 不疲。 一位端木良锦的消费者在大众点评APP写道："小姐姐热情地给我讲解了包的细节和工 艺，让我觉得这个包上万确实物有所值。" 曾经活在义乌批发市场的国货女包，正在撕掉"廉价"标签，悄悄开进城市C位。 《DT商业观察》好奇，被称为"国产爱马仕"的千元国货女包到底卖得怎么样？又是如何 实现高端化升级的？消费者为什么抢着买单？ 千元国货女包，开始大卖 在小红书上，一条关于"国货包包大 ...

Core Viewpoint - The article discusses the rise of domestic women's bag brands in China, particularly those priced over 1,000 yuan, which are gaining popularity among consumers and competing with luxury brands [7][10][50]. Group 1: Market Trends - Domestic women's bag brands are increasingly visible in high-end shopping areas, with brands like "Shanxiaoyousong" and "Dianmuliangjin" attracting significant consumer attention [4][6]. - The average price of these domestic bags ranges from 1,000 to 2,000 yuan, directly competing with light luxury brands like Coach and Michael Kors [14][18]. - Data shows that by February 2025, seven domestic brands ranked among the top 15 in sales for bags priced over 1,000 yuan on Tmall, indicating a strong market presence [11][12]. Group 2: Brand Positioning and Marketing Strategies - Brands are enhancing their image by collaborating with international designers and participating in global fashion events, such as Shanxiaoyousong's exhibition during Paris Fashion Week [25][26]. - Storytelling and cultural branding are key strategies, with brands like Shanxiaoyousong and Disanna creating narratives that resonate with consumers [26][27]. - The use of offline stores in high-end locations is crucial for these brands to establish a physical presence and enhance consumer experience [27][28]. Group 3: Consumer Behavior and Preferences - Consumers are drawn to these bags for their aesthetic appeal and practicality, with popular styles like HOBO bags meeting both needs [37][41]. - The pursuit of quality-to-price ratio drives consumers to prefer domestic brands over luxury ones, as they offer unique craftsmanship at a lower price point [42][43]. - Domestic women's bags serve as identity markers for consumers, allowing them to express their style and social status without the overt branding of luxury items [44][45]. Group 4: Industry Challenges and Future Outlook - The domestic women's bag market has historically been underdeveloped, with a significant gap between low-cost and high-end products [48][49]. - As these brands enter the higher price segment, they face skepticism regarding quality and design, necessitating a focus on delivering tangible value to justify price increases [51][52].