0:00 责编：李磊、王瑞景 在澳大利亚悉尼，有一家名为"锦"的"新中式"服装店，店中有数百款融合了传统元素与现代设计的"新 中式"服装，吸引了很多顾客进店挑选。这家店由华侨青年杨仕嘉建立，她在国内旅游时发现"新中 式"服装很受欢迎，于是决定将其推广至海外。杨仕嘉的第一家"新中式"服装店于2024年12月开业，目 前已经开设第二家店，店铺位于悉尼市政厅附近，顾客中有70%是华人，30%是当地人，当地顾客偏爱 鱼尾裙、半身裙等款式。店里还会定期举办沙龙、分享会等活动，介绍传统服饰的面料和工艺，增进大 家对中国服饰文化的了解。(记者 吴侃 制作 王佳琪) ...

Core Viewpoint - Adidas is attempting to leverage Chinese cultural elements in its product offerings, but the reception from local consumers indicates a disconnect between the brand's understanding of contemporary Chinese aesthetics and the actual preferences of the target demographic [4][9][10]. Group 1: Product Launch and Reception - Adidas recently launched a new collection featuring Chinese elements, including a series of new jackets, and enlisted 15 celebrities for promotion, creating a significant marketing event [4]. - Despite the marketing efforts, there is skepticism among consumers regarding the authenticity and appeal of the new products, with some criticizing the designs as forced and lacking genuine cultural resonance [4][8]. - The brand's previous success with culturally inspired designs, such as the Klein blue sportswear, has not translated into the same level of enthusiasm for the new collection [4][10]. Group 2: Market Strategy and Localization - Adidas has successfully localized its brand in the South Korean market by collaborating with local celebrities and establishing a design team to cater to local tastes, resulting in significant revenue growth [7]. - The company plans to implement a similar strategy in the Greater China region, which will operate independently starting January 2024, allowing for more tailored marketing and product development [7][13]. - Despite the challenges, Adidas has seen revenue growth in China, achieving approximately €9.47 billion in revenue for the first three quarters of 2025, marking a 10% year-on-year increase [13]. Group 3: Pricing and Consumer Sentiment - Adidas has faced criticism for frequent discounting strategies, which some loyal customers find frustrating, as prices for products often drop shortly after purchase [16]. - The brand's efforts to appeal to younger consumers through lower price points have led to increased sales, but this approach has also resulted in lower profit growth compared to revenue growth in the Greater China region [15]. - The disconnect between Adidas's pricing strategies and consumer expectations highlights the challenges the brand faces in maintaining its premium image while appealing to cost-sensitive younger consumers [15][17].

以往咨询机构试图给跨国企业兜售的那种"全球平均消费者"不存在了，世界不同地区的消费者都有他们自己的品味和意愿。 当其它商家还在准备双旦节的时候，阿迪达斯的春节营销已经早早开打。 他们一口气推出了十几件颜色、材质、廓形各异的带有盘扣元素的"新中式"三叶草中国限定外套，并且还召集了15位明星、运动员上身拍摄，"重拳出 击"来营销这个系列。 一些消费者吐槽，这是不是太刻板了？ 到了蛇年，则直接留下了最经典的盘扣，但采用了更挺括宽松的廓形，颜色也不是传统的大红大绿，而是暗红、米白、浅蓝、深蓝等，增加了可搭配性。 可以说，这实现了"老中能发现创新，老外一看就懂"的效果。 但去年买过的人已经"真香"了，到处安利说很适合过年穿，又精神又暖和，还很好穿搭。而且，外国人想买都买不到。 和这个新中式外套一样提气的，还有阿迪达斯的业绩，已经十个季度连续增长了，甚至在过去四个季度都是双位数增长。与之形成对比的，是增长乏力的 安踏、耐克，还有CEO刚辞职的lululemon。 阿迪达斯为什么能走出这么一条与众不同的道路呢？ 新中式又成强心针？ 细看这件"三道杠"外套，还是能发现很多设计上的想法。 比如硬挺立领，既能竖起来也能压下来，提 ...

Core Insights - The rise of "New Chinese Style" is a cultural phenomenon that blends traditional aesthetics with modern sensibilities, significantly impacting various aspects of daily life and consumer behavior [1][8][82] - The popularity of New Chinese Style has surged, with social media discussions and trends reflecting its integration into fashion, food, home decor, and travel experiences [3][4][25] Group 1: Cultural Impact - The hashtag NewChineseStyle has garnered over 350 million views on Weibo, indicating its status as a cultural phenomenon [3][4] - New Chinese Style has transcended niche markets, becoming a mainstream lifestyle choice that influences contemporary Chinese people's daily lives [7][25] Group 2: Fashion and Aesthetics - The emergence of simplified and versatile "improved Hanfu" has made traditional clothing more accessible, facilitating its adoption in everyday life [9][10][11] - Celebrity endorsements and social media influencers have played a crucial role in popularizing New Chinese Style, with significant engagement metrics for related content [13][19][20] Group 3: Culinary Innovations - New Chinese culinary experiences are being created, blending traditional ingredients with modern cooking techniques, appealing to contemporary consumer tastes [26][28] - Brands like "霸王茶姬" are successfully integrating traditional tea culture into modern consumer experiences, enhancing brand engagement [29] Group 4: Home and Lifestyle - New Chinese home decor emphasizes simplicity and natural materials, appealing to modern aesthetic preferences while retaining cultural significance [50][53] - Social media influencers are actively sharing New Chinese home design inspirations, contributing to its growing popularity [50] Group 5: Travel and Cultural Experiences - New Chinese Style is being incorporated into travel experiences, allowing tourists to engage with traditional culture through activities like wearing Hanfu and learning traditional crafts [53][62] - Local tourism initiatives are leveraging New Chinese Style to enhance cultural experiences, driving economic benefits for smaller towns and cities [55][62] Group 6: Commercial Potential - New Chinese aesthetics are becoming a rich resource for brand marketing, with companies creatively integrating cultural elements into their products and campaigns [64][72] - The concept of New Chinese Style is being utilized as a cultural differentiator for brands expanding into international markets, enhancing their global appeal [72][78] Group 7: Technological Integration - The integration of AI in content creation is revolutionizing how New Chinese Style is represented in media, allowing for innovative storytelling and engagement [79][81] - The use of AR and AI technologies in events like the Spring Festival Gala showcases the potential for modern interpretations of traditional culture [81]

近日，由东方国际(集团)有限公司协办的2026春夏上海时装周，以"拓界·再定义"为主题精彩呈献。本季 时装周突破秀场边界，将时尚活力注入城市肌理，从浦西历史风貌区到浦东现代地标，一场贯穿"一江 一河"(黄浦江、苏州河)城市脉络的风格漫游徐徐铺展，生动诠释了上海作为国际消费中心城市和时尚 之都的独特魅力，也展现了上海在品牌梯度建设、价值提升与出海发展等方面的系统性探索。 历史地标焕发时尚风采 沿着城市脉络蜿蜒流转，苏州河正悄然完成从工业血脉到创意走廊的蜕变。苏州河畔，蕾虎先锋时装艺 术节迎来第20季，在苏河皓司及华侨城苏河湾汇集FORDARE、CAMEY LIU、OUDE WAAG、 SHUSHU/TONG等先锋设计师品牌，展现中国设计新生力量。2025 YOUTOPIA呦桃盛典也于蕾虎先锋 时装艺术节秀场举办时装单元决赛。本季蕾虎先锋时装艺术节还携手国际刊物《A Magazine Curated By》呈现数字特展及20余位中国设计师精选作品。此外，东方·新中式秀展在上海市历史博物馆举办。 新天地是上海的重要地标与流行文化策源地，也承载了上海时装周主秀场14年的深厚积淀。新天地与上 海时装周共同成长，持续推动 ...

Core Insights - The rise of "New Chinese Style" creative products is evident as they become popular among consumers during the Mid-Autumn Festival, with a focus on cultural significance and innovative design [1][3][10] Product Innovation - Various new products have emerged, including themed refrigerator magnets and tea sets, reflecting traditional cultural elements [1][3] - Popular items on shopping platforms include cultural creative products like figurines and scented sachets, with significant sales figures reported [3] Market Trends - The cultural and creative toy industry is experiencing growth driven by emotional consumer engagement, with higher demands for design and quality [7] - The pet product market is also evolving, with a notable increase in pet mooncake offerings, indicating a shift in consumer behavior towards premium pet products [8] Cultural Integration - Companies are leveraging cultural IP and technology to create immersive experiences, enhancing the festive atmosphere during the Mid-Autumn Festival [10][11] - New experiential projects, such as XR experiences, are being developed to engage consumers with traditional culture in innovative ways [10][11] Consumer Behavior - The "Z Generation" is becoming a major consumer force, influencing the demand for culturally rich and aesthetically pleasing products [7] - There is a growing trend towards integrating traditional culture with modern consumption patterns, leading to new market opportunities [11]

Core Insights - The apparel industry is a fundamental consumer sector, with increasing demand for personalized expression among younger generations, leading to diverse fashion trends and new opportunities in e-commerce [2] - Despite explosive growth, the apparel sector faces challenges such as slowing growth rates and rising operational costs, necessitating innovative strategies for merchants to find new growth avenues [2] - The recent launch of the "2025 Kuaishou Magnetic Engine Apparel Handbook" aims to guide merchants in efficient operations during the critical autumn and winter sales period [2][4] Group 1: Market Dynamics - Kuaishou's monthly active users reached 715 million and daily active users 409 million in Q2 2025, with over 70% of users from third-tier cities, indicating significant market coverage and consumer spending potential [3] - White-label merchants account for over half of Kuaishou's apparel sector, with brands like Monster Lab successfully leveraging the platform's unique marketing model to drive sales [3] - The brand Anta achieved over 1.5 million GMV in a single event during the 618 shopping festival, while Haier's store GMV increased by over four times during Father's Day promotions [3] Group 2: Brand Strategies - Established brand Tambor achieved sales of 280 million yuan on Kuaishou in 2024, benefiting from the platform's culture of authenticity and trust [4] - Kuaishou's cash incentive policies are viewed as more effective compared to other platforms that primarily offer traffic support [4] - The Kuaishou Magnetic Engine Apparel sector plans to focus on brand incentives, new merchant training, and marketing support in the upcoming quarters to enhance long-term business sustainability [4][5] Group 3: Operational Guidance - The "2025 Kuaishou Magnetic Engine Apparel Handbook" provides tailored operational methodologies for different types of merchants, aiming to promote long-term business strategies and reduce short-term competitive pressures [5] - The handbook will be updated bi-monthly to adapt to rapid industry changes and evolving consumer preferences [5] - Kuaishou will support merchants with various marketing activities during the autumn and winter seasons, including major sales events like Double 11, to facilitate business growth [5]

Core Insights - The snack and baking industry is undergoing a significant transformation from a "shallow water" phase to a "deep water" phase, driven by rising health awareness, the emergence of Generation Z as a key consumer group, and the potential of lower-tier markets [1][3] - The competition logic in the industry is being restructured, shifting from a focus on taste innovation and channel distribution to a new competitive dimension of "product innovation + scenario exploration + value delivery" [1][3] Group 1: Opportunities in Brand Innovation - The snack industry is transitioning from a focus on taste to category innovation as the core competitive advantage, utilizing cross-industry integration, category reshaping, and scenario expansion to influence consumer behavior [4][5] - The rise of national policies promoting consumption and health, along with cultural confidence and social experiences among young consumers, is driving the industry towards a new "snack+" development model [6][12] Group 2: Key Trends in Snack Innovation - Health consciousness is becoming a primary concern for consumers, leading to a demand for snacks with beneficial ingredients and minimal additives [8][21] - Emotional satisfaction is increasingly important, with consumers seeking snacks that provide convenience, emotional comfort, and nutritional benefits [27][28] - The popularity of new Chinese-style snacks, characterized by cultural elements and local specialties, is on the rise [30] - Functional snacks that offer additional benefits, such as sleep aid or protein enhancement, are gaining traction [32] - The trend of flexible meals is emerging, with consumers increasingly using snacks as meal replacements [33] Group 3: Driving Forces Behind Snack Innovation - Rising disposable income and a willingness to spend on health, quality, and emotional experiences are fueling innovation in the snack sector [12][13] - The potential of lower-tier markets is significant, with brands like Wei Long and Da Li Foods achieving substantial growth in these areas [13][14] - The emergence of discount snack stores is creating new retail channels that enhance consumer experience and drive innovation [16][17] - Personalized consumption habits are promoting the development of functional and customized snack products [17][18] Group 4: Future Outlook - The snack industry is evolving from merely satisfying hunger to providing functional solutions for daily life, with a focus on cultural communication and scientific backing in product development [34]

Core Insights - The popularity of "New Chinese" clothing is rising, with sales exceeding 1 million yuan per month at some locations [1] - Fabric production companies are innovating continuously to meet the demand for "New Chinese" styles [1][2] Group 1: Market Trends - "New Chinese" clothing is characterized by elegance and reflects Eastern beauty, attracting consumers from various regions [1] - The sales volume of "New Chinese" clothing is significantly increasing, indicating a growing consumer interest [1] Group 2: Fabric Innovation - Wujiang Dingsheng Silk Co., a supplier for "Longquan Xili," has developed a popular fabric called "Han Palace Autumn Moon," which has become a market hit [1] - Six Fortune Textile focuses on innovative fibers such as acetate, rayon, and cupro, offering more affordable options compared to silk while providing features like anti-static and breathability [2] - Collaboration with textile colleges and research institutions is essential for the development of new fabrics that incorporate traditional cultural elements [2]

Group 1: Market Trends in "New Chinese" Clothing - The demand for "New Chinese" clothing has surged, with various regions leveraging their unique characteristics to expand market opportunities [4][5][6] - In Shenyang, the average daily foot traffic in a flagship qipao store reached 2,000 to 3,000, with total sales exceeding 1 million yuan since its opening [5] - The average annual growth rate of qipao customization has been nearly 30%, indicating a shift towards personalized consumer preferences [5][6] Group 2: Innovations in Fabric and Design - In Suzhou, the monthly sales of "New Chinese" clothing can exceed 1 million yuan, driven by innovative fabric production [7][8] - Companies like Wujiang Dingsheng Silk Co. have developed popular fabrics such as "Han Palace Autumn Moon," showcasing the importance of material innovation in the market [8] - The integration of traditional patterns with modern aesthetics is crucial for appealing to contemporary consumers, as demonstrated by designers like Jiang Liping and Wu Shaohua [9][10][11] Group 3: Cultural Integration and Tourism - The rise of immersive cultural tourism activities centered around qipao has positively impacted the clothing industry and related sectors [6] - Shenyang's annual qipao cultural festival has transformed the industry from a niche market to a broader national trend, with visitor numbers increasing by 50% during the event [6] - The "New Chinese" clothing industry in Chengdu is projected to exceed 8 billion yuan in market size by 2024, with expectations to reach 10 billion yuan by 2025 [11]