SHEIN's IPO Plans - SHEIN is reportedly planning to shift its IPO focus to Hong Kong, aiming to submit an application to the Hong Kong Stock Exchange soon and complete the IPO within the year [2] - The company's IPO journey has faced multiple setbacks since 2020, including a failed attempt to go public in the U.S. due to geopolitical changes and subsequent adjustments to its corporate structure [2][3] - In 2024, SHEIN's sales are projected to increase by nearly 40% to approximately $10 billion, with overall revenue growth expected to reach 19% to $38 billion, although profits are anticipated to be significantly lower than the company's expectations [3] Birkenstock's Price Increase - Birkenstock plans to raise global prices to offset the impact of a 10% tariff on EU goods imposed by the U.S., with some styles seeing price increases close to 10% [4] - The company reported a revenue of €574.3 million in Q2 2025, a 19% year-over-year increase, with the Americas market growing by 23% [5] - Birkenstock is expanding its presence in Asia, particularly in China, India, and the Middle East, with a focus on online retail [5] Walmart's Restructuring and Layoffs - Walmart plans to lay off approximately 1,500 employees as part of a restructuring effort to simplify operations and reduce costs, primarily affecting its global tech department and e-commerce fulfillment operations [6] - The company will raise prices on certain products starting at the end of May due to increased costs from tariffs, with CEO Doug McMillon stating that the company cannot absorb all tariff pressures [6] - This marks the second round of layoffs for Walmart in 2023, following earlier job cuts in February [6][7] Jacquemus Group Formation - French designer brand Jacquemus has established a holding company, Jacquemus La Maison Mère, marking its transition to a group structure [18] - The new company has an overall valuation of €576.1 million, following a strategic partnership with L'Oréal, which acquired a 10% minority stake in Jacquemus [18][19] Dior's Creative Director Resignation - Maria Grazia Chiuri has resigned as the artistic director of Dior's women's wear, ending speculation about her future [21] - Under her leadership, Dior's sales grew from €2.2 billion in 2017 to €9 billion in 2023, making it one of the fastest-growing brands in the luxury fashion sector [21] ELF Beauty's Acquisition - ELF Beauty announced the acquisition of Hailey Bieber's skincare brand, Rhode, for a total of $1 billion, marking the largest acquisition in ELF's 18-year history [24] - The deal will involve an initial payment of $800 million, with the remaining $200 million contingent on Rhode meeting specific revenue targets from 2025 to 2027 [25] POLA Group's Exit from China - POLA Group has announced the dissolution and liquidation of its wholly-owned subsidiary in China, raising concerns about the potential exit of its ORBIS brand from the Chinese market [26] - The subsidiary has experienced continuous declines in operating and net profits from 2022 to 2024, with 2024 revenue estimated at only 40 million RMB [26]

Core Insights - The "China Online Consumption Brand Index (CBI)" has been launched to evaluate brand quality based on sales, prices, searches, and reviews, indicating a significant improvement in consumption quality in China from Q1 2023 to Q1 2025, with the index rising from 59.42 to 63.38, a 6.7 percentage point increase [1] Group 1: Index Development and Purpose - The CBI is the world's first online consumption index based on real consumer big data, focusing on high-quality development and providing both national and segmented indices for cities and industries [1][3] - The index aims to encourage quality competition and reduce price wars, guiding online consumption towards high-quality development [1][2] Group 2: New Metrics and Consumer Trends - A new "New Sharpness" metric has been introduced to assess brand sales growth, youth consumer growth, and product innovation, addressing issues of low-price competition and innovation stagnation in the e-commerce sector [2] - There is a growing demand for product innovation among consumers, highlighting a disconnect between brand R&D and consumer needs [2] Group 3: Market Dynamics and Brand Performance - Domestic brands like "Shanxiaoyousong" and "Laopu Gold" are gaining popularity due to their craftsmanship and designs that resonate with Chinese aesthetics and cultural confidence [2] - The research fills a gap in quality consumption assessment, utilizing e-commerce data to provide insights into market changes, as traditional metrics like retail sales and CPI do not measure consumption quality [3] Group 4: Competitive Landscape - China's large-scale market has become a core market for global brand strategies, with local brands like Huawei and Xiaomi showing growth rates exceeding that of Apple, indicating their competitiveness in an open market environment [4]

Core Insights - The domestic women's bag market has been polarized, with high-end luxury brands on one side and numerous lesser-known domestic brands on the other, leaving a gap in the mid-to-high-end market [2] - Recent changes show a rise in domestic brands, with seven Chinese brands making it to the top 15 sales list for women's bags priced over 1,000 yuan on Tmall as of February 2025 [2][3] - The increasing popularity of domestic brands has led to a collective price hike, raising concerns about the sustainability of this trend [3][4] Market Dynamics - The surge in domestic women's bag brands like 山下有松 and 裘真 has been fueled by social media, with significant sales growth and consumer interest [3][6] - For instance, 山下有松's菜篮子包, priced at 1,680 yuan, became a bestseller, helping the brand surpass 100 million yuan in sales [3] - The average transaction price for domestic brands has risen significantly, with 山下有松's average price increasing from 1,550 yuan in 2022 to around 2,244.9 yuan [5][4] Consumer Behavior - Consumers are increasingly questioning the value of luxury brands, leading to a shift towards domestic brands that emphasize practicality and quality [7][9] - The trend of rising prices among domestic brands may alienate consumers who prioritize cost-effectiveness, potentially undermining their appeal as alternatives to luxury brands [7][9] Marketing Strategies - Domestic brands are investing heavily in marketing, with collaborations and high-profile endorsements to enhance brand image [6][12] - The narrative around these brands is shifting from low-cost to quality and storytelling, similar to luxury brands, but this strategy may not resonate with all consumers [10][12] Future Outlook - The current rise of domestic women's bags is partly a reaction against luxury brands, focusing on practicality and unique designs [13] - However, the challenge remains for these brands to establish long-term value and consumer trust, as they attempt to transition from low-cost to higher-priced offerings [12][13]

国产女包的"有限"突围。 文 ｜ 张晶 编辑 ｜ 薇薇子 来源｜ 潮生TIDE（ID： chaoshengTIDE） 封面来源 ｜ 受访者提供 以下文章来源于潮生TIDE ，作者张晶、薇薇子 潮生TIDE . 36氪旗下生活方式内容品牌。潮来潮去，生活不息。 买包"新变量" 起步于轻奢，迷恋过大牌，止步于珑骧，这曾经是大多数女性买包的进阶之路。但是现在，这条路径有了新的变量——国产包，它可以是买包的起点，也 可以是终点。 36岁的小满就是非常典型的这类女性：她起步于轻奢，迷恋过大牌，又转投国产女包。 没有人否认，包包有很强的社交属性。十多年前，她刚参加工作，轻奢之王COACH就是她能"够得上"的奢侈品，"买COACH也是想证明自己有能力买奢 侈品。" 那个时候，小满托出国的朋友去COACH店里扫货。她背着几个COACH包包几乎横扫各大社交场合。 十多年后的今天，她再背COACH就会有些"掉价"。这种廉价感，绝不仅仅是因为COACH奥莱泛滥的原因， 更重要的是，她"够到了"包包阶层中更高端 的LV，就绝不会再折回去背COACH，有人称COACH的这种感觉为"爬坡感"。 所以，在工作场合不再使用一眼就能被识别的大 ...

Core Viewpoint - The article discusses the shift in consumer behavior from international luxury brands to domestic handbag brands, highlighting the rise of affordable yet high-quality options that appeal to a more practical and aesthetic sensibility among consumers [4][6][9]. Group 1: Consumer Behavior Shift - Consumers who previously favored international luxury brands are now opting for domestic handbags, especially as brands like COACH and MK reduce prices while domestic brands increase their prices to around 1,000 yuan [6][18]. - The trend reflects a broader consumer sentiment of "demystifying" luxury brands, with many individuals seeking practicality and quality over brand prestige [6][9]. - The rise of domestic brands is characterized by their ability to offer products that appear luxurious without the high price tag, appealing to a demographic that values both aesthetics and functionality [9][10]. Group 2: Market Dynamics - The domestic handbag market has seen significant growth, with brands like 山下有松 (Songmont) and 古良吉吉 (Gulianjiji) achieving notable sales figures, such as 山下有松 surpassing 100 million yuan in overall sales [18][24]. - The price range for domestic handbags has shifted, with the 1,000-1,999 yuan segment now accounting for 40.4% of the market share, indicating a rapid growth in this price category [18][19]. - The competitive landscape is becoming crowded, with over 40 domestic handbag brands gaining traction on social media platforms, reflecting a shift in consumer preferences towards local products [19][24]. Group 3: Brand Positioning and Storytelling - Domestic brands are increasingly focusing on storytelling and brand narratives to enhance their appeal, with many brands leveraging cultural and artisanal elements in their marketing [23][24]. - The average price of products from brands like 山下有松 has risen to around 1,550 yuan, with some items reaching up to 3,900 yuan, indicating a strategic shift towards higher-end positioning [24][30]. - The emergence of a "knowledgeable" consumer base that values design and cultural significance is driving brands to refine their offerings and marketing strategies [24][26]. Group 4: Challenges and Future Outlook - Despite the growth, domestic brands face challenges such as rising production costs and the need for innovation in design to differentiate themselves from competitors and counterfeit products [26][28]. - The increasing marketing costs and brand collaborations with celebrities may lead to consumer skepticism regarding price increases, as some consumers feel that the value proposition is diminishing [25][26]. - The long-term sustainability of these brands will depend on their ability to maintain quality while managing consumer expectations and market dynamics [26][30].