以下文章来源于36氪未来消费 ，作者任彩茹 36氪未来消费 . 在这里看到消费的未来。36氪旗下官方账号。 一个本土品牌的破局与成长之路。 文 ｜ 任彩茹 编辑 ｜ 乔芊 来源｜ 36氪未来消费（ID：lslb168） 封面来源 ｜ 企业官方 即便在工作日，位于上海市黄浦区淮海中路的Songmont（山下有松）旗舰店，门口也常会排起等待进店的队伍，有时甚至会排到隔壁。许多路过的人表 示不解，"这牌子怎么火到这个程度上了？" 这样的客流高涨，已经从年初持续到现在。相对应的，山下有松出现在公众视野里的密度也越来越高：9月份，LVMH董事长阿尔诺现身上海前滩太古里 的山下有松门店，购买了两款包袋；10月，山下有松在巴黎举办"远山有声SONG of MONT"品牌展，连续第二年出现在巴黎时装周；刚刚落幕的双11大 促，它又一次登上天猫箱包服配销售榜的TOP1。最近，山下有松正式推出香氛产品线，品类扩张再进一步。 一位消费投资人告诉36氪，自己接触的很多创业者喜欢山下有松，"比如拍产品海报时会特意用它们的包做背景或搭配。"他们喜欢它的品牌和产品，但更 喜欢它同为"创业者"。 这家成立于2013年的新消费品牌，正像泡泡玛 ...

编辑 | 乔芊 一个本土品牌的破局与成长之路。 作者 | 任彩茹 即便在工作日，位于上海市黄浦区淮海中路的Songmont（山下有松）旗舰店，门口也常会排起等待进店的队伍，有时甚至会排到隔壁。许多路过的人表示 不解，"这牌子怎么火到这个程度上了？" 这样的客流高涨，已经从年初持续到现在。相对应的，山下有松出现在公众视野里的密度也越来越高：9月份，LVMH董事长阿尔诺现身上海前滩太古里的 山下有松门店，购买了两款包袋；10月，山下有松在巴黎举办"远山有声SONG of MONT"品牌展，连续第二年出现在巴黎时装周；刚刚落幕的双11大 促，它又一次登上天猫箱包服配销售榜的TOP1。最近，山下有松正式推出香氛产品线，品类扩张再进一步。 一位消费投资人告诉36氪，自己接触的很多创业者喜欢山下有松，"比如拍产品海报时会特意用它们的包做背景或搭配。"他们喜欢它的品牌和产品，但更 喜欢它同为"创业者"。 这家成立于2013年的新消费品牌，正像泡泡玛特、老铺黄金一样，某种程度上代表着新一代的中国消费品牌——不再只作为国际大牌的"平替"，而是在本 土和海外构建自己的品牌影响力。 彭博在本月的一篇报道中引据BigOne Lab的 ...

近年来，中国香氛市场持续火热。以香水产品为例，艾媒咨询发布的《2024—2025年中国香水行业研究 及消费者洞察报告》显示，2023年中国香水市场规模已达到207亿元，同比增长22.5%，预计到2029年 有望达到515亿元。 不过，本土香氛产业在成长过程中仍面临诸多挑战。王春娟表示，本土香氛品牌在调香工艺、原料溯源 体系方面存在一定短板。为解决这一问题，国内香精香料企业可加大对高端香氛原料的研发力度，以抢 抓"嗅觉经济"发展机遇；有能力的香氛品牌则可通过自建供应链、招聘优秀调香师等方式解决产品在香 气上的"卡脖子"难题。 中国民协新质生产力委员会秘书长吴高斌对《证券日报》记者表示，"嗅觉经济"是新消费的重要表现。 中国香氛市场的崛起不仅能推动国内香氛产业链的完善与升级，还能满足消费者的个性化需求，有助于 激发消费潜力，促进消费市场繁荣。 中关村物联网产业联盟副秘书长袁帅则表示，国际香精巨头往往更重视订单量大的香氛品牌，因此本土 香氛品牌可通过提升品牌声量、扩大市场份额等方式，增强与国际原料供应商合作时的话语权，进而提 升自身供应链的稳定性和自主性，为产业高质量发展筑牢根基。 在市场红利的驱动下，各类企业纷纷 ...

刚刚过去的一个季度里，瑞幸的门店总数达到29214 家，这个数字是 2020 年退市时的6倍。五年时间里，它从每卖一杯亏 掉5.6 元，到如今单杯稳定获利1.2 元[1]。粉单市场上，它的股价从最低不到 1 美元一路反弹，不断逼近退市前 129 亿美元 的总市值峰点。 这些标志性的数字，构成了瑞幸重生的叙事。 这是近十年来中国商业史上最具代表性的"困境反转"案例。它修正了资本市场对于"中概股退市必死"的刻板印象，演绎了 一段投资机构逆势支持企业的佳话，更用一场起死回生告诉人们： 中国消费市场是一个庞大的存在，只要持续做好自己的产品，就可以活得比所有人以为的更有韧性。 2021年，生椰拿铁的上市宣布了瑞幸的"卷土重来"——单月销量突破 2000 万杯，相当于每秒钟卖出 7 杯，券后价格常年 9.9 元就能实现盈利。瑞幸又回到了最朴素的商业常识里：好产品是前面的1，其他能力是后面的0。规模只是产品的结果， 份额只是品牌的具象。 事实上，IDG资本从一开始就非常看好瑞幸，但一直没有找到合适的入局机会。公司投资团队判断瑞幸本身的品牌、门店 网络、数字化系统等都是良性健康的，只是在前期试图用大量补贴，在短期急速培养消费 ...

11月11日，国产高端香氛代表品牌「闻献DOCUMENTS」无锡首店正式入驻无锡大东方。闻献此次延续「一城一主题」的空间叙事逻辑，将无锡的温润气 质与禅酷美学相融。门店以线性岛台构建核心场域，温润木色与暗调光影交织，珊瑚红香水瓶如藏品般陈列，呼应东方器物之美，重现「循香入境」的沉浸 式体验。 3.上海滩Shanghai Tang华南首店亮相深圳 11月初，上海滩Shanghai Tang于深圳深业上城开出华南首店。该店以「花开倾城」为主题，融合创新设计与品牌标志性的东方美学。店内陈列着品牌的男 女高级成衣、配饰及家居全系列产品，打造一方灵感与工艺交织的空间，带来沉浸式零售体验。 1.海南离岛免税新政实施首周揽金超5亿元 11月9日，海口海关公布数据显示，海南离岛免税新政实施首周（11月1日至7日）共监管购物金额5.06亿元，购物人数7.29万人次，同比分别增长34.86%和 3.37%，带动旅游消费市场持续升温。 2.闻献无锡首店入驻无锡大东方 4.全球首家众擎人形机器人潮品店在深业上城开业 11月11日，全球首家人形机器人主题潮品店——众擎机器人零售旗舰店在深业上城开业，门店由众擎机器人与京东之家联合打造， ...

Group 1 - "Andao Pharmaceutical" completed over 400 million RMB in Series C financing, with funds primarily allocated for clinical research of AND017 and AND019 globally, as well as IND research for small molecule drugs and ADC drugs [3] - Dealism raised 15 million USD in angel round financing led by Hillhouse Ventures, focusing on creating personalized sales experiences using advanced AI technology [4] - Leyunmeng Technology secured 8 million RMB in angel round financing to enhance product development and expand its "Five-Minute Happy Life Circle" business model [5] Group 2 - Huatu Youxue completed 10 million RMB in angel round financing, aimed at course development and market expansion in the vocational skills training sector [6] - Xinye NEAVES announced 30 million RMB in angel round financing to optimize product development and supply chain systems [7] - Pang Donglai's sales exceeded 20 billion RMB, marking a 3 billion RMB increase from the previous year, despite plans to control sales growth [8] Group 3 - Laifen has entered the floor cleaning machine market, with leadership from a former DJI executive, indicating a strategic expansion into home cleaning products [9] - Whoop Inc. is considering an IPO within the next two years while exploring new health tracking features [10] - Anker Innovations plans to issue overseas shares and apply for a listing on the Hong Kong Stock Exchange [12] Group 4 - Xicha has reintroduced a DIY cup sticker feature, generating significant user engagement on social media [13] - Shanshayou Song launched a fragrance line, marking its first independent product offering in the fragrance market [14] - Kudi Coffee collaborated with "Detective Conan" for a nationwide promotional event, featuring themed products and limited-time offers [15] Group 5 - A survey revealed that 97% of respondents could not distinguish between AI-generated music and human-created music, raising concerns about copyright issues [16] - The "Nai Pi Zi+" product line has sparked a creative trend in the dairy industry, with 29,500 related companies currently operating in China [17] - The Chinese film market is projected to surpass 50 billion RMB in total box office revenue this year, driven by several major film releases [18] Group 6 - Japan plans to increase visa fees for foreign tourists for the first time in over 40 years, with the current fees significantly lower than those in the US and Europe [19] - JPMorgan Private Bank predicts that gold prices may exceed 5,000 USD per ounce by the end of 2026, driven by central bank purchases from emerging markets [21] - Japan's labor shortage is projected to result in an economic loss of approximately 1,040 billion USD in 2024, highlighting the impact of an aging population [22]

Core Insights - The article discusses the decline in sales for Durex and the broader sexual health industry, attributing it to a societal shift towards lower desire and changing consumer behaviors [2][3] - It identifies five high-growth sectors that have emerged as alternatives to traditional sexual health products, reflecting the evolving needs of consumers in a low-desire society [4][20] Group 1: Decline in Traditional Markets - Durex's sales halved in 2020, with the entire industry experiencing a 40% decline, and marriage rates dropping by 20% [2] - The overall e-commerce sales during the 618 shopping festival saw a negative growth of 7%, and the Double Eleven event has not reported results for four consecutive years [3] Group 2: Emerging Growth Sectors - The pet consumption market is projected to reach 302 billion yuan in 2024, with an average of one pet for every three young people [4] - Spending on pets has surpassed that of the maternal and infant sector, with a surge in new products such as pet delivery services and smart pet gadgets [5] - The "Endorphin Economy" has seen a rise in sports participation, with 200 million new sports enthusiasts in China over the past decade, leading to increased sales for brands like Asics and New Balance [8] - The fragrance market is growing at a rate of 10% annually, with a market size of 850 million USD in 2023, driven by brands like Aesop and Le Labo [8] - Emotional fast-moving consumer goods (FMCG) are gaining traction, characterized by low prices and quick decision-making, providing immediate emotional satisfaction [11][12][14] - The "Self-Rescue Economy" is emerging, with products like probiotic cola and health teas gaining popularity, reflecting a trend of seeking comfort amid anxiety [16][19] Group 3: Consumer Needs in a Low-Desire Society - The five growth trends identified correspond to the needs of a low-desire society: companionship, control, healing, ritual, and security, which add extra value to products [20]

Core Insights - The international fragrance brand Bienbiang from Hainan has gained significant recognition at the "Scent Shanghai 2025" autumn exhibition, showcasing its "Hainan Flavor" series, which combines Eastern aesthetics with storytelling [1] - The brand name "Bienbiang" merges the French word "Bien" (meaning good) with the Li ethnic dialect "Biang" (referring to a local rice wine), symbolizing a poetic fusion of Eastern and Western cultures [1] - Bienbiang's fragrance series draws inspiration from Hainan's unique natural resources, transforming the tropical island's cultural essence into distinctive scent narratives, while collaborating with perfumers from the prestigious Grasse Perfume School in France [1] Industry Perspective - Xu Ru, Secretary-General of the China Daily Chemical Industry Association, highlighted that Bienbiang exemplifies how Chinese fragrances are confidently entering the global market, effectively narrating Eastern stories through universally understood olfactory language [2]

Core Insights - A series of international perfume brands are engaging with Chinese audiences through the autumn exhibition, Notes Shanghai and Beauty Shanghai, held from October 18 to 19 at the Shanghai West Bund International Exhibition Center [1][4] Group 1: Event Overview - The fourth edition of Notes Shanghai and the inaugural Beauty Shanghai are being held concurrently, themed "Heritage" and "Standards of Beauty," respectively, creating a platform for deep integration of the fragrance and beauty industries [1][5] - The first day attracted nearly 4,000 professional visitors, with expectations to draw over 8,000 professionals and more than 15,000 consumers throughout the event [1] Group 2: Exhibition Highlights - Notes Shanghai showcases nearly 300 boutique fragrance brands from 30 countries and regions, featuring both international classics and niche brands, as well as emerging Chinese brands [4][5] - The original formula of a historic perfume, presented by the world's first perfume archive (Osmothèque), is being exhibited for the first time in China, generating significant interest among industry professionals and fragrance enthusiasts [4] Group 3: Special Exhibitions and Forums - Nine special exhibitions cover various themes, including the history of perfume, ingredient exploration, olfactory art, brand storytelling, and cultural expression, providing a sensory journey for both professionals and the public [5] - Beauty Shanghai features nearly 200 quality brands, focusing on high-quality skincare, makeup, and personal care, and discusses how brands can define new industry heights through product, cultural, and creative strengths [5][6] Group 4: Industry Integration - The joint hosting of Notes Shanghai and Beauty Shanghai represents not only a spatial collaboration but also a fusion of concepts and industries, creating a vibrant picture of contemporary sensory culture in China [6] - The exhibitions aim to connect brands, channels, buyers, and consumers, showcasing the collective rise of Chinese brands in terms of cultural and brand strength [6]

Group 1 - The article presents insights from the 2025 Consumer Insights Compilation, focusing on four main topics: "Consumer Landscape," "Growth Drivers," "Channel Evolution," and "Innovation Breakthroughs," aimed at identifying "certain growth" amidst variables [1] - The Worldpanel Consumer Index has released the "2025 Beauty Brand Footprint Ranking," revealing the true brand choices of Chinese beauty consumers and analyzing the deeper logic behind consumer decision-making in the beauty market [1] - The article also highlights specific categories such as health supplements, frozen dumplings, and the fragrance economy within non-food categories, providing an in-depth analysis of their development trends to help brands identify potential market growth points [1]