报告共计：28页 《山下有松品牌洞察报告》介绍，Songmont山下有松诞生于2013年，最初聚焦职场女性通勤包需求，现以包袋为载体探索生活美学，满足都市人群多元场 景需求。其发展历程包括初创试水、转型电商、开设首店、销售额增长及视觉系统升级等阶段，市场定位为一线城市30-50岁愿意为审美和自我价值买单的 城市中产女性，产品线以背包为主，拓展至成衣，涵盖多个系列，适用场景广泛。品牌传播方面，2025年社媒声量和互动量环比增长显著，得益于明星合 作，讨论人群以女性为主，18-29岁占比较高，集中在大城市，产品功能和通勤场景是讨论重点，"小众"为核心认知，在国产千元包袋赛道声量不及头部竞 品，百纳系列因明星效应互动量最高，蒋奇明同款麂皮包带动相关材质互动量暴涨，水晶系列包挂最受欢迎，文淇合作互动量最高。营销策略上，社媒投放 金额增长，布局抖音和小红书，采用初级达人扩声量、腰头部强心智策略，内容聚焦场景化叙事与议题式互动，小红书矩阵化运营，创始人账号强化品牌温 度，姥姥团作为文化符号诠释品牌精神，明星合作遵循"去流量，有故事"逻辑，播客和线下展览是文化传播主阵地，线下空间以"品牌文化博物馆"理念打 造，结合地域特色 ...

Core Insights - The emergence of "first stores" is becoming increasingly significant in urban competition, reflecting their economic importance [1] Group 1: First Store Trends - In Q1 2025, over 600 new first stores are expected to open across 16 cities in China, representing a year-on-year growth of 42.11% compared to 2023 [2] - The concentration of first store openings peaked around New Year's Day, with over 10% of the total first stores launched on January 1 [3] - The number of provincial first stores reached over 70, marking a year-on-year increase of 36.36%, while the national first store absolute number and proportion have decreased from 25.26% in 2023 to 9.93% in 2024, totaling 67 stores [4] Group 2: International Brands and Market Segmentation - The proportion of international brands among first stores has increased to 25%, with Shanghai being the preferred location for international brands entering China [4] - Beauty and personal care brands have regained their position as the main contributors to first store openings, although the share of domestic brands has significantly decreased [4] - The beverage, bakery, and women's clothing categories continue to dominate interest, while local Chinese cuisine has seen a rise in first store numbers and proportions [5][6] Group 3: Regional Dynamics - The Jiangsu-Zhejiang-Shanghai region has experienced a surge in first store openings, with Shanghai leading the way [7] - Notable contributions to first store openings in Suzhou include high-end brands, enhancing the commercial capacity of the city [7] Group 4: Japanese Cuisine Resurgence - The Japanese cuisine market is showing signs of recovery, with a projected 2.2% year-on-year growth in 2024 [8] - The proportion of first stores for Japanese cuisine has seen a dramatic increase of 185.01% compared to 2024, re-entering the top 10 categories [9] - New trends in Japanese cuisine include a focus on fresh ingredients and lower price points, appealing to younger consumers [10] Group 5: Fashion Accessories Growth - The fashion accessories sector is witnessing a resurgence, with first store openings increasing by 40.74% and 235.31% compared to 2023 and 2024, respectively [12][13] - New brands in the fashion accessories space are focusing on simplicity, affordability, and a broader customer base [13][14] Group 6: Rise of Niche Brands - The share of non-national chain brand first stores has risen from 37.47% to 48.89% over the past three years, with C-level brands contributing significantly [15] - New brands such as pet food and high-end children's sports brands are entering the market, indicating a shift towards niche offerings [16] Group 7: Innovative Concepts - Haidilao continues to innovate with new retail concepts, such as a "buying agent" restaurant model and unique dining experiences [17]