以下文章来源于剁椒Spicy ，作者剁椒团队 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 本文来自微信公众号： 剁椒Spicy ，作者：豆芽，头图来自：AI生成 新一轮韩潮正在来袭。 11月，三个新锐韩国服装潮牌minjiena、lazyz、fancy club携手在上海百联TX淮海开启"胶囊幻想"限 时快闪活动，首次登陆中国市场； Rest & Recreation今年4月在杭州开出中国内地首店，此后在北京、上海等地陆续开店； emis去年率先入驻小红书、天猫等线上渠道，经由快闪测试后，今年陆续在上海淮海中路、北京三 里屯、深圳万象城等核心商圈开店...... 但与此同时，不少已经在国内掀起过潮流趋势的韩国服饰品牌，正在快速衰落、甚至退出中国市场。 10月，曾以小雏菊和腊肠狗元素风靡的Mardi Mercredi宣布关闭中国线下所有门店，停运小程序官方 商城，引发行业关注；去年NERDY因与中国代理商产生纠纷退出中国市场，目前仍未有回归消息； 此前引发甜酷穿搭潮流的chuu，如今门店早已不复当年排队进场的盛况...... "快速扩张、快速冷清、收缩市场"，虽然很多新潮品牌 ...

Core Viewpoint - A new wave of Korean fashion brands is emerging in China, with several new brands rapidly expanding their presence through pop-up events and online channels, while others are facing decline and market exit due to various operational challenges [5][10][36]. Group 1: Emerging Brands and Market Entry - Three new Korean fashion brands, minjiena, lazyz, and fancy club, launched a pop-up event in Shanghai, marking their entry into the Chinese market [5]. - Rest & Recreation opened its first store in mainland China in April and has since expanded to major cities like Beijing and Shanghai [5]. - The brand emis has successfully entered online platforms like Xiaohongshu and Tmall, and is now opening physical stores in key shopping districts [5]. Group 2: Declining Brands and Market Exit - Several previously popular Korean fashion brands are experiencing rapid decline, with Mardi Mercredi closing all its offline stores in China and ceasing its official mini-program [7][8]. - NERDY exited the Chinese market due to disputes with its local distributor, and chuu has also seen a significant drop in store traffic [7]. Group 3: Market Dynamics and Consumer Behavior - The rapid rise and fall of these brands highlight a shortened lifecycle in the market, with trends shifting from two to three years to as little as a few months [10]. - Factors contributing to the rise of Korean fashion brands include the influence of K-pop culture, the desire for unique consumer expression, and the experience of local distributors [10][22]. - However, low brand loyalty and consumer retention issues are evident, as many consumers view these brands as "disposable" or "fast fashion" [10][36]. Group 4: Marketing Strategies and Brand Positioning - The success of these brands is heavily tied to celebrity endorsements and influencer marketing, with many products gaining popularity through association with K-pop idols [12][18]. - The brands also leverage fashion KOLs to enhance visibility and attract consumers, with many influencers participating in store openings and promotional events [25][27]. - Unique design elements and niche branding appeal to younger consumers who prefer individuality over mainstream brands [22]. Group 5: Expansion Strategies and Challenges - Korean fashion brands are rapidly expanding in China, often establishing a presence in major urban centers within one to two years [24]. - The strategy includes a combination of online presence and physical stores in prime locations, with brands like Mardi and Mmlg quickly opening multiple outlets [24][28]. - Collaborations with local distributors have facilitated this rapid expansion, but reliance on these partners poses risks, as seen with NERDY's exit due to distributor conflicts [49]. Group 6: Long-term Viability and Market Risks - The rapid expansion of these brands raises questions about their long-term sustainability, as many struggle to build a solid brand identity and consumer trust [36][39]. - High prices and perceived low quality are concerns for consumers, leading to a lack of repeat purchases and brand loyalty [39][42]. - The competitive landscape is intensifying, with new brands continuously emerging, making it challenging for existing brands to maintain market share [42][55].

Group 1 - The core idea of the report is to provide insights into the brand Songmont, which was established in 2013, initially focusing on the commuting bag needs of professional women and now exploring lifestyle aesthetics through bags to meet diverse urban demands [12][16][19] - Songmont's development journey includes stages such as initial market testing, transformation to e-commerce, opening its first physical store, sales growth, and visual system upgrades [16][18] - The brand targets urban middle-class women aged 30-50 in first-tier cities who are willing to pay for aesthetics and self-worth, with a product line primarily centered on backpacks and expanding into ready-to-wear clothing [12][18] Group 2 - In 2025, the brand's social media presence and interaction volume are expected to grow significantly year-on-year, driven by collaborations with celebrities, with a focus on female audiences aged 18-29 concentrated in major cities [26][29] - The marketing strategy includes increased social media investment, targeting platforms like Douyin and Xiaohongshu, and utilizing a narrative-driven content approach to enhance brand engagement [26][39] - The brand's social media discussions reveal a younger demographic than its core target market, with 74% of discussions coming from users aged 18-29 [30][29] Group 3 - The product strategy includes a diverse range of bag series, with the "Baina" series gaining the highest interaction due to celebrity endorsements, and key purchasing considerations for users being size, color, and bag features [39][40] - The brand's social media engagement is characterized by a focus on functionality, usage scenarios, and brand perception, with discussions highlighting the quality and uniqueness of the products [33][39] - The collaboration with celebrity Jiang Qiming significantly boosted the social media interaction for the brand, particularly for the suede bag, leading to a 498% increase in related material discussions [41][43]

Group 1 - The article discusses a shift in consumer behavior from large-scale consumption to niche markets, emphasizing the importance of finding smaller, dedicated customer bases [2][5][24] - There is a growing trend towards small, specialized businesses that cater to specific consumer needs, reflecting a desire for unique and personalized experiences [4][21][38] - The emergence of niche brands in various sectors, such as food and fashion, indicates a shift towards quality and individuality over mass production [11][17][37] Group 2 - Consumers are increasingly seeking products that enhance their quality of life and provide emotional satisfaction, rather than just functional benefits [21][23][39] - The article highlights the importance of community and local engagement in retail, with small businesses thriving in unique locations that foster personal connections [30][32][35] - The concept of "slow living" is gaining traction, with consumers prioritizing sustainability and mindful consumption over fast-paced lifestyles [38][40][44]