〖亿欧智库 千骑卷平冈 新国货的硬核内功与软叙事 << 2025新国货CoolTop100品牌榜 亿欧智库 https://www.iyiou.com/research Copyright reserved to EO Intelligence, September 2025 INTRO ◆ 在当下复杂多变的经济格局中，消费环境正经历深刻变革。国内消费潜力加速释放，消费需求 从追求性价比向质价比转变，场景化消费兴起，需求分化明显；对外开放水平不断提高，国货 出海浪潮涌动，但也面临文化差异、贸易壁垒等诸多考验。 ◆ "两新两重"及国产化替代政策为新国货发展注入强劲动力，全球化与消费升级的双重驱动， 促使国货品牌从产品输出迈向价值输出，技术创新与供应链智能化成为坚实支撑，国潮文化更 成为出海破圈的关键力量。 ◆ 本报告通过剖析新国货的发展新征程、新动向与新趋势，结合新国货系列榜单，挖掘优秀品牌 及产品案例。期望能为新国货在激烈的市场竞争中找准方向，助力其以创新破局、以品质立身、 以文化赋能，实现本土深耕与跨境出海的协同发展，在全球舞台上绽放光彩，书写国货崛起的 新篇章。 目录 CONTENTS 第一章 国货新征程 ...

你还在投资那些传统的消费巨头，或者靠着过去的经验判断市场吗？ 如果是，你可能正在被一个强大的、正在彻底重塑全球消费格局的力量所抛弃：Z世代（通常指出生于1995年至2009年的一代）。 Z世代不仅是未来的消费主力，他们更是一群拥有全新价值观的消费者。他们的消费不再仅仅是为了**"拥有"，更是为了"体验"、"身份认同"和"精神满 足"**。他们正在抛弃许多旧的品牌，同时以惊人的速度催生出万亿规模的新兴产业。 一、从"拥有"到"体验"：服务经济的黄金时代 Z世代对于物质资产的执念明显低于他们的父辈。他们更愿意为时间、便捷和精神愉悦买单。这正在驱动消费领域从**"商品经济"向"服务经济"**的巨大转 型。 对于投资者而言，理解和提前布局Z世代的消费逻辑，就是抓住了未来十年的**"隐形蓝海"**。 二、从"品牌"到"个性"：圈层消费与"人设"资产 Z世代是互联网原住民，他们热衷于通过消费来构建和展示自己的**"人设"和"圈层身份"。他们对大品牌的忠诚度低，但对垂直、小众、能代表其价值观** 的品牌却极其狂热。 小众文化与国潮： 曾经的小众文化（如二次元、汉服、露营、盲盒）正在快速大众化。他们愿意为个性化设计、文化符号 ...

Group 1 - The core viewpoint of the article highlights the transformation of the Hangzhou Xiaoshan International Airport duty-free shop into a platform for showcasing domestic products, particularly tax-refunded items, which have gained popularity among travelers [2][3]. - The duty-free shop currently features 10 retail outlets covering over 1,800 square meters, with more than 2,500 products available, including categories like tobacco, cosmetics, and luggage [2]. - The introduction of tax-refunded domestic products allows travelers to purchase items at prices 10% to 20% lower than regular domestic prices, significantly boosting sales, with a 34.2% month-on-month increase in July [3]. Group 2 - The customs authority has actively supported the expansion of domestic product offerings by providing policy guidance and efficient supervision, which has instilled confidence in the business [3]. - Future plans include diversifying product categories to include high-value items like silk products and smart electronics, aiming to position the duty-free shop as a global showcase for Chinese goods [3][4]. - The customs department is committed to enhancing regulatory processes and improving clearance efficiency to facilitate travelers' access to policy benefits while expanding the international influence of domestic products [4].

Investment Rating - The report maintains an "Accumulate" rating for the company [5][11] Core Views - The company has shown significant growth in Q2 2025, with revenue reaching 281 million yuan, a year-on-year increase of 17.75%, and a net profit attributable to shareholders of 18.98 million yuan, up 69.77% year-on-year [6] - The company is positioned as the first silk stock in the North Exchange, with expectations of further market share growth in the domestic market and potential performance contributions from overseas markets [11] Financial Performance Summary - **Revenue and Profit Forecasts**: - 2023A: Revenue of 531 million yuan, net profit of 34 million yuan - 2024A: Revenue of 516 million yuan, net profit of 28 million yuan - 2025E: Revenue of 604 million yuan, net profit of 45 million yuan - 2026E: Revenue of 702 million yuan, net profit of 54 million yuan - 2027E: Revenue of 830 million yuan, net profit of 64 million yuan [5][11] - **Growth Rates**: - Revenue growth rates: 2023A: 56%, 2024A: -3%, 2025E: 17%, 2026E: 16%, 2027E: 18% [5] - Net profit growth rates: 2023A: 9%, 2024A: -18%, 2025E: 61%, 2026E: 19%, 2027E: 18% [5] Business Segment Performance - **Silk Comforters**: - H1 2025 revenue of 157 million yuan, up 22.73%, accounting for 56% of total revenue [9] - Gross margin of 38.26%, up 4.39 percentage points [9] - **Bedding Sets**: - H1 2025 revenue of 70.46 million yuan, up 2.73%, accounting for 25% of total revenue [9] - Gross margin of 43.92%, up 1.73 percentage points [9] - **Silk Accessories**: - H1 2025 revenue of 39.05 million yuan, up 26.29%, accounting for 14% of total revenue [9] - Gross margin of 59.38%, down 3.12 percentage points [9] Market and Channel Analysis - **Domestic Market**: - H1 2025 revenue of 242 million yuan, up 20.96%, with a gross margin of 43.31% [9] - **Online Channels**: - H1 2025 revenue of 149 million yuan, up 29.18%, with a gross margin of 44.17% [10] - **Offline Channels**: - H1 2025 revenue of 130 million yuan, up 6.6%, with a gross margin of 41.99% [10] Operational Efficiency - The company has improved its cash flow from operating activities, turning from -4.39 million yuan in the previous year to 42.06 million yuan in H1 2025, indicating a significant enhancement in operational quality [6] - Inventory turnover days decreased by 37 days compared to the previous year, reflecting improved operational efficiency [10]

Core Viewpoint - The Shenzhen Stock Exchange has launched four new indices focusing on new infrastructure, carbon neutrality, and domestic brands, enhancing the green index system and expanding investment options for investors [1][2][3] Group 1: New Indices Overview - The newly launched indices include the Shenzhen New Infrastructure 50 Index, National Carbon Neutral Green Bond Index, National Carbon Neutral 50 Index, and National Hong Kong Stock Connect New Domestic Goods 50 Index [1][2][3] - These indices aim to guide resource allocation and support national strategies while providing diverse investment opportunities for capital markets [1] Group 2: Performance Metrics - The Shenzhen New Infrastructure 50 Index has an annualized return of 14.1% from its base date of December 31, 2012, to March 31, 2022 [1] - The National Carbon Neutral Green Bond Index has an annualized return of 3.8% since its base date of December 31, 2020, while the National Carbon Neutral 50 Index has an annualized return of 11.4% since December 31, 2014 [2] - The National Hong Kong Stock Connect New Domestic Goods 50 Index has an annualized return of 7.5% from its base date of December 31, 2014, to March 31, 2022 [3] Group 3: Market Implications - The introduction of these indices is expected to lower information screening costs for investors and promote investment diversification, particularly in the context of China's green transition [2][3] - The indices are anticipated to enhance the refinancing capabilities of companies with new domestic goods attributes, improve brand value, and increase liquidity in related stocks [3]

Core Insights - The company, Taihu Xue, reported a significant increase in revenue and net profit for the first half of 2025, with total revenue reaching 281 million yuan, a year-on-year growth of 17.75%, and net profit of 18.98 million yuan, up 69.77% compared to the previous year [1][2]. Financial Performance - Taihu Xue's online sales surged to 148.8 million yuan, reflecting a 29.19% increase year-on-year, while offline sales grew by 6.6% to 130.4 million yuan [2]. - The company's operational efficiency improved, as indicated by the net profit growth outpacing revenue growth, showcasing effective cost control [2]. Business Strategy - The company aims for high-quality development through its annual operational guidelines, focusing on "brand reshaping and upgrading" and "channel innovation and transformation" [2]. - Taihu Xue is enhancing its online presence by optimizing content creation on platforms like Xiaohongshu and short videos, and implementing a "brand self-broadcasting" strategy on key e-commerce platforms [2][3]. Product Development - The company continues to deepen its brand strategy centered around silk quilts, utilizing design innovations to enhance product uniqueness and market appeal [4]. - Taihu Xue is expanding its product applications across various scenarios, including home, office, and travel, to meet diverse consumer needs [4]. Cultural Collaboration - The company collaborates with cultural institutions and landmarks to create personalized silk products, aiming to promote Suzhou silk culture [5]. - Future plans include strengthening research and design capabilities while accelerating international market expansion to establish a global silk luxury brand [5].

Group 1 - The national consumption market has seen a significant boost since mid-June, coinciding with the mid-year promotional season [2] - The 2025 mid-year promotional activities started earlier and lasted longer than in previous years, with major e-commerce platforms beginning pre-sale promotions in mid-May [3] - Over 70% of the top 100 brands in terms of consumption heat on platforms are Chinese brands, with searches for "AI elements" and "intangible cultural heritage elements" products increasing by over 120% and 270% year-on-year, respectively [6][31] Group 2 - The growth in life service consumption is notable, with the transaction volume of home service exceeding 100 million, and orders for home appliance cleaning and laundry increasing by 211% and over 10 times year-on-year, respectively [8] - Consumption in lower-tier markets is thriving, with order volume and user numbers in rural areas growing by over 130% and 140% year-on-year, respectively [11] - The retail industry in China has maintained an expansion trend for 10 consecutive months, with a notable increase in online retail driven by mid-year promotions and "old-for-new" policies [13] Group 3 - AI products are becoming a new consumption hotspot, with over 80% of surveyed consumers expressing a desire for products that integrate AI technology [20] - Various innovative AI home products are being showcased, including AI refrigerators and cleaning robots, attracting significant consumer interest [20][18] - Local governments are actively promoting "AI + consumption," with Shanghai focusing on optimizing the supply of AI consumer goods and creating AI-themed commercial districts [22] Group 4 - Traditional brands are revitalizing by aligning with consumer interests through product innovation and brand activation, with some brands achieving significant online sales through live streaming [23][27] - The rise of "Guochao" (national trend) products is evident, with searches for intangible cultural heritage products increasing by 270% and sales of such products rising by 209% month-on-month [31]

Group 1 - The first "Beautiful Life Expo" is designed specifically for companies that are serious about their products, offering a comprehensive support system for brand exposure and sales conversion [1][8] - The expo will take place from June 27 to 29 at the Beijing Exhibition Center, inviting brands to showcase their products and connect with potential buyers [8] - The event promises to provide free exhibition spaces, traffic support, and financing connections for quality enterprises facing challenges [8] Group 2 - The expo will leverage over 100 million resources from Sina and Weibo for brand exposure, along with support from over 1,000 influencers to help brands gain visibility [3][7] - A dedicated procurement area will be established for core buyers to facilitate on-site negotiations and orders, enhancing sales conversion [7] - E-commerce incubation policies will be provided, including subsidies, training, and operational guidance for participating brands [7][5] Group 3 - The expo aims to create long-term growth opportunities, with a "cloud exhibition" available for 365 days post-event, allowing brands to continue gaining exposure [5][8] - A free online procurement matching system will be accessible to connect global buyers and suppliers, further enhancing market reach [8] - Brands will receive ongoing support through a growth package that includes e-commerce training, traffic support, and operational diagnostics [8][5]

Group 1 - The report titled "2025 Sixth Home New National Goods Brand Index (HNBI)" serves as a development barometer for the home goods industry, highlighting the transition of domestic brands from "followers" to "leaders" [1] - The report employs a combination of quantitative and qualitative analysis methods, utilizing big data mining, consumer surveys, and expert interviews to conduct extensive research on the national home goods market [1] - A "Six Forces Radar Model" has been constructed to evaluate leading companies in the home goods sector based on brand growth, technological innovation, design creativity, online influence, consumer satisfaction, and corporate social responsibility [1] Group 2 - The market for home building materials in China is projected to exceed 5 trillion yuan by 2025, with secondary renovations accounting for over 70% of the overall renovation market [2] - The new middle-class demographic is expected to surpass 600 million, with their consumption decisions reflecting a threefold upgrade in quality, experience, and cultural recognition [2] - The digital transformation of the industry is accelerating, with over 60% penetration of Industry 4.0 technologies among large enterprises, and flexible production and C2M models likely becoming industry standards [2] Group 3 - Consumer demand is shifting from functional consumption to quality and emotional consumption, with 82.9% of consumers trusting new national goods brands and 94.1% recognizing their innovation capabilities [3] - The Z generation is becoming the main consumer force, seeking emotional expression and personalized reconstruction in home spaces, prompting brands to shift from price competition to value competition [3] - Short video and e-commerce platforms are emerging as key channels for consumer recognition, reflecting a trend towards omnichannel integration in home goods consumption [3] Group 4 - Over 90% of consumers believe that new national goods brands can meet their needs, with a strong preference for domestic brands despite the competitive presence of international brands in the high-end sector [4] - More than 40% of consumers have increased their spending on new national goods, with a repurchase rate of 98.1% and 92.9% acknowledging improvements in brand innovation and quality [4] - Leading brands such as Huawei, Casarte, Midea, and others have gained significant market recognition for their innovative product designs and marketing strategies, earning accolades such as "2025 Leading Brands of Home New National Goods" [4]