随着部分国内服饰品牌发展不断成熟，综合竞争力逐步提升，在国内市场已形成一定品牌知名度，具备 出海发展潜质。此外，当前国内消费需求增速逐年放缓，国内服饰消费需求进入低速增长阶段。因此， 国家政策鼓励产业通过国际化战略，拓展海外市场，提升全球竞争力。目前国家消费品出海的支持鼓励 构成了综合的政策体系,积极引导和扶持制造业和消费品产业，把握全球化机遇，实现高质量发展。 产品科技研发、DTC布局、差异化竞争是国际品牌塑造全球竞争力的有效路径 智通财经APP获悉，中国银河证券发布研报称，品牌服饰出海仍处于布局阶段，目前还未形成一定规模 体量和品牌影响力。从扩展海外市场需要的必要标准来看，资金实力、国内品牌影响力、产品力是未来 品牌出海能否成功的关键。体育服饰方面，关注当前海外渠道有所布局，且在国内市场已具备一定销售 规模，持续加速推进产品出海企业。休闲服饰方面，龙头公司依托自身优势，通过国内完善优质的供应 链为海外市场输出高质量产品。 当前服饰品牌正通过加大海外渠道布局力度扩展新兴市场 中国银河证券主要观点如下： 国家政策扶持，助力产业出海 该行复盘国际品牌出海经验，认为产品研发、DTC布局、差异化竞争是提升全球竞争力 ...

Core Viewpoint - Tmall's 2025 strategy emphasizes supporting high-quality, original brands rather than spreading resources evenly across all brands, indicating a shift towards fostering innovation and creativity in the brand ecosystem [1][5][12]. Group 1: Strategy Implementation - The new strategy was not abruptly introduced but was piloted in the fast-moving consumer goods, apparel, and sports outdoor sectors for several months, showcasing data results to brand partners before a broader rollout [4]. - Tmall's support for original brands includes extending the incubation period for new products from 30 days to 90 days and doubling the number of supported new products from 4,000 to 8,000 [14][19]. Group 2: Current Brand Ecosystem - The current brand ecosystem is characterized by a decline in innovation, with a 3% decrease in new cosmetic product registrations in 2024 compared to 2023, and a 14.6% drop in new products from major international cosmetic brands in China [7]. - Many mature brands have relied on retail channel efficiency rather than product innovation, leading to a decline in their competitive edge and market share [8][9]. Group 3: Tmall's Competitive Advantage - Tmall's strategy aims to leverage its high repurchase rates and user engagement, with 90-day repurchase rates averaging 15% across industries and 30% for member users [18]. - The platform's focus on expanding user purchase categories and enhancing member benefits is designed to create a closed-loop system that maximizes value for both Tmall and brands [19]. Group 4: Market Trends and Future Outlook - The trend towards supporting original brands is expected to create significant growth opportunities, with 469 emerging brands achieving top sales in niche categories during the 2024 Double 11 shopping festival [26]. - Tmall's commitment to fostering original brands is anticipated to lead to the emergence of innovative brands capable of creating new market segments [27].