年度新品牌发展报告还同时发布了2026年50个蓝海机会赛道：智能机器人、AI眼镜、皮肤科学、个性 妆容、可外穿家居服、植鞣HOBO包、家装轻定制、智能床垫、钛餐厨具、小球运动、轻量化运动装 备、专业越野跑、宠物户外等，当前用户搜索及购买热度持续上升，品牌增长空间较大。 分地域来看，广州、深圳、金华、杭州、泉州、厦门、武汉、徐州、东莞、郑州来的新商家最多，成为 2025年天猫十大创牌之城。广州创业活力持续领跑，连续3年蝉联榜单第一，2025年新开店的广州商家 超18000家，较2023年增长翻倍。 2025年，一批新品牌通过对细分需求的把握，用差异化的高品质产品，从众多成熟品类中快速崛起。 1月12日，天猫发布《2025年度新品牌发展报告》，报告显示，过去一年，超15万个优质新商家在天猫 平台创立品牌，规模历史新高。开店当年成交即破亿的品牌数量同比增长超40%；开店3年内的新品牌 中，有276个品牌年成交破亿元，5026个品牌年成交破千万元，各项数据均创历史新高。 分行业来看，服饰、家电、家装、3C数码、健康、运动户外、母婴、家居、食品生鲜、珠宝饰品是 2025年新品牌成交破千万数量最多的10个行业。 ...

Investment Rating - The report indicates a positive investment outlook for the e-commerce sector, particularly during the off-peak periods, highlighting the importance of brand operations and consumer engagement strategies [2][5]. Core Insights - The Chinese online consumer brand index (CBI) shows a year-on-year growth of 0.9% in Q3 2023, reflecting a sustained increase in consumer willingness to spend during off-peak periods [2][4]. - Brands are increasingly viewing off-peak periods as critical for building long-term value and operational stability, focusing on customer retention and repeat purchases [5][35]. - The report emphasizes the necessity for brands to optimize their operations during off-peak times to leverage the momentum gained during major sales events like "618" and "Double Eleven" [2][4]. Summary by Sections E-commerce Performance - The CBI data indicates that the online consumer brand index has consistently risen during the off-peak periods, suggesting that these times are not void of consumer demand but rather a phase for rational brand selection [4][6]. - The report notes that the online retail sales growth rate is significantly higher than the overall retail market, with a 4.4% increase compared to Q3 2022 [2][7]. Fast-Moving Consumer Goods (FMCG) Sector - The FMCG sector shows a stark contrast between online and offline sales, with online sales growing by 16.8% while offline sales declined by 9.3% in Q3 2025 [10]. - Specific categories like dairy and maternal and infant products are experiencing varied growth rates, with dairy products showing a decline of 16.6% [10][11]. Brand Strategies - Brands are focusing on scenario-driven marketing and consumer engagement during off-peak periods, utilizing emotional value and social gifting to enhance consumer experiences [25][28]. - The report highlights the importance of creating a stable sales curve by integrating products into specific lifestyle scenarios, thereby enhancing brand loyalty and repeat purchases [35][40]. Consumer Behavior Trends - There is a noticeable shift in consumer preferences towards products that resonate with social and emotional contexts, particularly among younger demographics [32][33]. - The report identifies a trend towards "self-reward" and "quality socializing" in the alcohol sector, with brands adapting to younger consumers' preferences for lower alcohol content and convenient packaging [28][30]. Operational Recommendations - Brands are encouraged to leverage platform tools for precise consumer targeting and to maintain a robust membership system to optimize traffic during off-peak periods [39][41]. - The report suggests that successful brands will be those that can effectively convert new product launches and seasonal changes into repeat purchases during these critical off-peak times [40].

Core Insights - The article emphasizes the significant changes expected in the AI industry by 2026, driven by increased capital investment, systematic competition among models, and intensified competition in foundational applications [3] Group 1: Marketing Trends in 2025 - 2025 is projected to be a "harvest year" for marketing, with "emotion" becoming a core productivity driver influencing various industries and products [4] - The marketing landscape will see three major peaks: popular IP marketing from New Year's to Spring Festival, new product marketing from Labor Day to 618, and diverse marketing from Mid-Autumn Festival and National Day to Double 11 [4] - Emotional marketing will enhance brand connections by deeply exploring consumer emotional tags, leading to innovative collaborations like "Luckin Coffee X Line Dog" and "Morning Glory Stationery X 'Wang Wang Mountain Little Monster'" [4] Group 2: Industry Opportunities - Traditional industries such as food services and apparel will benefit from emotional marketing, with their respective co-branding marketing shares at 18.5% and 12.1% in 2025 [5] - AI marketing will gain momentum as AI technology matures, supported by government policies like the AI labeling system, making it a "new prominent field" [5] - Virtual idols will dominate content interaction, while intelligent marketing will evolve from single-point to cross-platform strategies, enhancing user engagement [5] Group 3: Brand Marketing Strategies - Brands will focus on diverse marketing strategies in 2025, balancing traditional methods with deeper AI marketing applications [9] - Key marketing nodes will include new product launches and public sentiment management, with content platforms playing a crucial role in brand communication [12][14] - Brands will increasingly align marketing efforts with holiday events, using emotional and AI marketing to convey brand values [19] Group 4: Co-branding and Emotional Marketing - Co-branding will thrive under the consumer logic of "buying for emotions," with brands leveraging deep understanding of consumer psychology and social emotions [24][26] - Brands will focus on aligning IP cultural cores with their value genes, creating fresh experiences that resonate with both IP and brand characteristics [28] - The overlap between mainstream IP users and core brand users will be emphasized to strengthen emotional connections [30] Group 5: AI Marketing Evolution - AI marketing will become a central topic in 2025, driving continuous optimization of marketing models [39] - The rise of AI virtual digital humans will shift from traditional models to AI-native entities, expanding their application across industries [43] - User operations will transition from segmented approaches to generative user management, enhancing marketing content across various scenarios [45] Group 6: Channel Marketing Dynamics - Online channels will see steady growth in traffic, with brands concentrating marketing resources on these channels [58] - Hard advertising will focus on e-commerce and live-streaming channels to shorten conversion paths [60] - The beauty industry will expand its offline channels, shifting marketing highlights from "flagship stores" to diverse concepts like "experience labs" [66]

Investment Dynamics - Neeman's, an Indian DTC footwear brand, has completed a Series B2 funding round, raising ₹3.55 billion [3] - The brand, established in 2017, focuses on eco-friendly and sustainable materials, balancing comfort and design [3] - Neeman's is expanding its online presence while also growing its offline retail network, benefiting from increased investor interest in sustainable consumer brands [3] - Jiumaojiu plans to invest a total of $43 million (approximately ¥300 million) to increase its stake in North American restaurant chain Big Way Group Inc. from 10% to 49% [5] - This investment will double Jiumaojiu's North American store count and is a key step in its "going global" strategy, leveraging Big Way's established local model [5] Listing Dynamics - Shanghai Linqingxuan Cosmetics Group has officially listed on the Hong Kong Stock Exchange under the stock code "2657.HK" [7] - The company focuses on anti-wrinkle skincare products and aims to provide high-end solutions using natural camellia ingredients [7] - Linqingxuan's listing marks it as the first high-end domestic skincare stock in the Hong Kong market, boosting the domestic beauty industry's high-quality development [7] Acquisition Dynamics - LVMH has completed the acquisition of French media publisher Les Editions Croque Futur, increasing its stake from 40% to 100% [9] - The acquisition includes the leading business magazine "Challenges," and Maurice Szafran has been appointed as the president of the publisher [9] - LVMH's strategy to acquire media assets is aimed at gaining pricing power in the luxury sector, although it raises concerns about media independence and market concentration [9] - Meta has announced the acquisition of Chinese company Butterfly Effect, which develops the AI application Manus, for several billion dollars [12] - Manus, set to launch in March 2025, is a general-purpose AI agent that can break down complex tasks and utilize various tools to deliver complete results [12] - This acquisition is significant as it represents one of the largest purchases of a Chinese AI team in 2025, allowing Meta to enhance its AI capabilities [12] Brand Dynamics - Zhou Dasheng Jewelry has accelerated its entry into instant retail, launching 200 direct stores on Meituan Flash Purchase, with daily sales increasing approximately tenfold since launch [14] - The company plans to expand instant retail to over 5,000 franchise stores by 2026, aiming to capture the growing gift market [14] - Norwegian outdoor brand Norrøna is preparing to open its first store in Beijing at the high-end commercial landmark SKP, featuring a minimalist design that reflects its outdoor aesthetic [15] - The store will offer a range of products for skiing, climbing, and outdoor activities, catering to various outdoor exploration needs [15] Personnel Dynamics - Saks Global announced the departure of CEO Marc Metrick, with Executive Chairman Richard Baker taking over the role [19] - Baker's background in real estate suggests a shift in the company's strategy towards a dual focus on retail and real estate [19] - Shenzhen Ge Li Si Apparel Co., Ltd. has appointed Wang Dusen as the new general manager, following the resignation of former general manager Xia Guoxin [21] - This leadership change indicates a strategic shift within the company, allowing the founder to focus on long-term planning and development [21] - Zong Fuli has resumed her role as the legal representative of Hongsheng Group, consolidating her control over the company and facilitating the integration of resources across its beverage and packaging sectors [24] - This change is expected to accelerate the launch and channel expansion of new brands like "Wawa Xiaozong" [24]

责任编辑：江钰涵 新浪科技讯 1月4日上午消息，今日，天猫年货节现货开卖。据介绍，今年天猫年货节优惠更简单，官 方立减商品8.8折起，叠加消费券7.7折起。其中，美妆、服饰、3C数码、运动户外等行业至高可领3421 元品类券，消费者搜"领券中心"即可立刻领取。第一波88VIP消费券分为三档，满200减25，满480减 60，满2000减200，满足囤年货的不同需求。 新一轮的国家补贴正式开启，叠加天猫年货节优惠，空调、电视、洗衣机、冰箱、热水器等"硬核"年货 低至5折。国补品类继续扩充，AI眼镜首次纳入国补。作为新品类，AI眼镜去年在天猫迎来爆发式增 长，截止目前，2025年成交同比增长超15倍。 责任编辑：江钰涵 新浪科技讯 1月4日上午消息，今日，天猫年货节现货开卖。据介绍，今年天猫年货节优惠更简单，官 方立减商品8.8折起，叠加消费券7.7折起。其中，美妆、服饰、3C数码、运动户外等行业至高可领3421 元品类券，消费者搜"领券中心"即可立刻领取。第一波88VIP消费券分为三档，满200减25，满480减 60，满2000减200，满足囤年货的不同需求。 新一轮的国家补贴正式开启，叠加天猫年货节优惠，空 ...

过去一年，国货新贵Songmon山下有松（以下简称山下有松）正以惊人的速度闯入主流视野。 2025年9月，全球最大奢侈品集团LVMH董事长贝尔纳·阿尔诺现身上海前滩太古里，在这家品牌门店选购了两款包 袋；10月，品牌在巴黎举办"远山有声SONG of MONT"展览，连续第二年登陆巴黎时装周舞台；11月，山下有松一举 登上了"双十一"天猫箱包服配销售榜首位…… 然而，与这份高调的增长相伴的，还有一片庞大的灰色阴影。在各大电商平台和直播间，山下有松的仿冒品如野草般 蔓延。而在社交媒体上，消费者对设计趋同、价格虚高的质疑声渐起；除此之外，还有品控问题投诉时有浮现。另外 有人指出，一款"菜篮子"包型在2021年售价为880元，而在2025年已上涨至1380元，涨幅接近60%。 消费者吐槽设计趋同、高价低质 山下有松，一个让LVMH董事长贝尔纳·阿尔诺买来研究的中国品牌。 该品牌由毕业于清华大学美术学院的付崧在2013年创立，以"自然、自知"的东方美学为核心，不仅打破了"廉价国产 包"标签，还精准触达了"中女人群"，品牌知名度和销售数字同步跃升，也被称为包界的"老铺黄金"。 彭博在近期的一篇报道中引据BigOne L ...

Core Viewpoint - The A-share market in 2025 exhibited a clear structural bull market, with significant performance disparities among active equity funds, highlighted by the top-performing fund achieving a record annual return of 233.29% while others faced substantial losses, including the worst performer with a -19.65% return [1][4]. Group 1: Market Performance - The Shanghai Composite Index, Shenzhen Component Index, ChiNext Index, and Sci-Tech Innovation 50 Index rose by 18.41%, 29.87%, 49.57%, and 35.92% respectively in 2025 [1]. - A total of 4888 active equity products from 160 public fund institutions reported positive returns, while 144 products from 68 institutions experienced losses [1][9]. Group 2: Fund Performance Disparities - The top-performing fund, Yongying Technology Smart Selection, achieved a record annual return of 233.29%, surpassing the previous record set by Wang Yawei in 2007 [1]. - The worst-performing fund, Xinyuan Consumption Selection, recorded a -19.65% return, marking a significant gap of 252.94% from the top performer [2][4]. Group 3: Xinyuan Consumption Selection Analysis - Xinyuan Consumption Selection's poor performance is attributed to aggressive trading strategies, frequent personnel changes, and scale challenges, leading to a lack of coherent investment logic [3][5]. - The fund's industry allocation showed erratic shifts, moving from heavy investments in pharmaceuticals to technology and later to media, missing key market trends [5][6]. Group 4: Fund Manager Insights - Notable fund managers, including Wang Mingxu and Han Weijun, saw their products listed among the worst performers, with their total managed assets shrinking by over 70% compared to previous peaks [3][9][12]. - Xinyuan Consumption Selection faced a critical challenge to meet its scale assessment, needing to grow from 0.29 billion to 2 billion within three months [7][8]. Group 5: Institutional Investment Trends - Institutional ownership in Xinyuan Consumption Selection dropped from over 95% to 42.94% by mid-2025, indicating a significant withdrawal of institutional funds [7]. - The trend of multiple products from the same fund manager appearing on the loss list highlights a broader issue within the industry, affecting even previously successful managers [9][10].

生鲜零售虽保持高增长，但行业普遍亏损，价格战难以为继。企业需从规模扩张转向供应链效 率、品类结构与运营能力驱动的价值竞争。 02 高效零售崛起 2025 年，零售行业进入从"流量与价格竞争"向"价值创造与效率兑现"转型的关键阶段。消费趋于 理性，价格战边际效应减弱，企业增长更多依赖于业态选择、体验重构与用户关系深化。 从生鲜、会员店与实体零售的效率重塑，到体育、旅游与旅游零售等场景型消费的结构性变化， 再到会员体系从被动管理走向主动经营，零售的核心竞争力正从"卖什么、卖多便宜"，转向"如 何持续创造值得被选择的消费价值"。 01 生鲜价值转型 体育产业从情怀驱动走向价值管理，赛事 IP、转播与博彩构成核心价值池，商业成功取决于对 增长杠杆与运营效率的系统化布局。 04 实体体验回潮 实体零售如何实现破局增长？—— 服饰与美妆行业的启示 实体零售并未消亡，而是通过"小而美"门店、模块化设计与沉浸式体验重塑增长逻辑，服饰与 美妆成为门店升级的先行者。 【深度】从赛事到商机——科尔尼诠释体育产业价值路径 解码会员店，拉开高效零售序幕 05 消费情绪钝化 从"价格战"到"价值战"，生鲜企业开启增长新纪元 理性消费回归 ...

服饰行业 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 01 行业趋势 Industry Trends 本周看点： 2025 上半年内衣上市企业整体态势：微增长下的分化； 冲刺第四季度！奢侈品牌纷纷加码中国市场； 中国男装巨头，摸着安踏、李宁过河。 行业环境： 1. 2025 上半年内衣上市企业整体态势：微增长下的分化 关键词：微增长,消费降级,营收分化,净利润下滑,渠道优化 概要：2025年上半年，中国内衣行业在消费市场缓慢复苏背景下呈现"微增长、强分化"特征。 受消费降级影响，中高端需求疲软，多数企业面临"增收不增利"困境，净利润下滑普遍高于 营收降幅。渠道方面，线下门店大规模优化（如安莉芳净关店50家），线上渠道成为增长引擎 （都市丽人电商复购率达25%）。产品策略呈现两极分化：汇洁股份通过"可调节肩带"等技 术提升毛利率，浪莎则凭借高性价比实现利润逆增。供应链企业如维珍妮表现稳健，代工业务 维持5%-8%增长。行业整体向成本管控、渠道融合和数据化运营转型，寻求理性消费环境下的 新平衡点。 原文链接：https://news.cfw.cn/v386524-1.htm 概要：贝恩公司 ...

Group 1 - The core themes of the 2025 consumer market are "rational return" and "experience upgrade," reflecting consumers' focus on product value and the overall consumption experience [1] - The cultural tourism market has seen significant growth, with searches for "intangible cultural heritage experiences" increasing by 387% and "intangible cultural heritage crafts" by 790% during the Spring Festival [2] - Young consumers are driving innovation in the cultural tourism industry, with new trends like "slow travel" and significant increases in theme park bookings, with a 70% rise in reservations for theme parks during the summer of 2025 [4][5] Group 2 - The AI content explosion in 2025 has transformed advertising and media, with AI-generated images and videos becoming prevalent, impacting consumer engagement [8][10] - AI music has gained traction, with AI-generated songs achieving notable chart success, indicating a shift in the music industry towards AI integration [10][11] - The trend of "cross-border flavors" in the food industry reflects consumers' complex demands for innovative food combinations, such as the popular "liver crispy potato" dish [14][17] Group 3 - The digital consumer market is experiencing a shift towards "technology sinking," with products like action cameras and 3D printers finding new growth among younger consumers [18][20] - The sales of action cameras reached 4.76 million units in 2025, marking a 252% increase, while 3D printer prices have dropped significantly, making them more accessible [20][23] - The concept of "heart-price ratio" has emerged, emphasizing emotional value and social identity in consumer choices, moving beyond traditional price-performance metrics [34][36] Group 4 - The evolution of "national tide" reflects a deeper integration of traditional culture with modern product innovation, with the market expected to exceed 2.5 trillion yuan in 2025 [30][31] - The focus on quality and cultural depth in national tide products is evident in the fashion industry, where traditional techniques are combined with contemporary designs [31][33] - The rise of new Chinese-style beverages, such as tea-infused craft beers, showcases the blending of cultural elements with modern consumption trends [33] Group 5 - The 2025 consumer market is characterized by a dual focus on rational and emotional values, with brands needing to adapt to diverse consumer demands [45] - The shift from a single value-driven consumption model to a more nuanced approach that includes emotional experiences is reshaping market dynamics [45] - Brands must evolve their product offerings and marketing strategies to align with the changing consumer landscape, emphasizing the importance of understanding user needs [45]