保暖内衣

Search documents
北方“冷冷冷雨雨雨”模式开启 加厚家居服、秋衣秋裤、保暖内衣京东增长翻倍
Zhong Jin Zai Xian· 2025-10-11 10:17
国庆中秋假期刚刚结束,北方多地便迎来连绵秋雨,京津冀等区域气温骤降,仿佛一秒"入冬"。相对于 同期江西、湖南等南方地区出现35—38摄氏度高温天气,北方市民可谓是进入"速冻模式"。强降温天 气,也催生了保暖服饰的消费需求。京东数据显示,国庆中秋假期结束后,保暖内衣、秋衣秋裤、加厚 家居服成交额同比增长均翻倍。为了让更多消费者购买到更安心、更具确定性的保暖服饰,京东服饰推 出保暖服饰专区,打开京东APP搜索"服饰保暖季"即可直达会场。 同时,10月9日晚8点,京东11.11盛大开启,京东服饰美妆带来女装、男装、美妆、运动鞋服、内衣、 箱包配饰、体育健身、黄金珠宝、鞋靴、户外装备、童装童鞋、钟表眼镜、奢侈品等全品类海量新品、 爆品,现货开卖不用等,最早的就是最好的,更有羊毛大衣、羽绒服、雪地靴、保暖内衣等爆品低至5 折,UR、海澜之家、鄂尔多斯、蕉下、百丽等超千家大牌共同参与。 保暖内衣作为秋冬基础保暖的核心品类,是不少消费者在大面积降温后的首选保暖神器。海澜之家小火 系列保暖内衣,采用双面绒面料和抗菌技术,提供持久保暖和健康防护;蕉内热皮系列内衣,通过空气 锁温科技实现快速升温和抗静电功能,满足消费者日常保暖追 ...
为什么别人家的产品又贵又好卖?
虎嗅APP· 2025-10-10 13:43
本文来自微信公众号: 区域品 牌事务所 ,作者:金多西&黄晓军,头图来自:AI生成 很多人都认为,东西越便宜越好卖。 区域品牌事务所 . 关注区域品牌增长方法论。 特别是在当下这个经济环境,连上海滩的餐饮老板都总结出来一个15元定律。 写字楼下还活着餐饮,大多是均价15元的现炒盖浇饭。 以下文章来源于区域品牌事务所 ,作者黄晓军 但你我的常识,绝不是放之四海而皆准的。就像在我们的身边,真的有人通过抬高价格刺激了销量。 一、奢侈品与凡勃伦效应 我在山东即墨碰到一个做保暖内衣的朋友,就这么干了。 据说2024年,青岛即墨内衣工厂依托1688平台,将传统保暖内衣价格从50元 / 套提至140-150元/ 套,带动整个产业带集体提价10%,却实现订单量增长30%。 为什么?以前中产们觉得这玩意太便宜了,不敢买哈哈哈。当然,材质升级、产地直播、人群渗透等 执行,也很到位。 你说这是特例?那泡泡玛特总不陌生了吧? 人家在美国市场,玩偶LABUBU 3.0单价从21.99美元增长30%,涨至27.99美元。联名款玩偶二手价 从599元炒至1.3万元,涨价21倍。 最nb的是,他家初代作品拍卖108万元,溢价干翻黄金。 wh ...
环保原本是始祖鸟的“热卖单品”
3 6 Ke· 2025-09-22 05:56
活动方称项目采用生物可降解材料,事后"清理残留物"并对山体植被进行翻土与植被修复,做到"不留 生态隐患",中国科学院植物学博士顾有容认为,在低温低降水低生物的青藏高原进行如此大规模的燃 烧爆破活动,无论材料是否环保,本身就是对当地薄弱生态环境不可逆转的破坏。 截至发稿,始祖鸟已经在官方微博发布道歉信,官方Instagram账号发文表示该项目与品牌价值与形 象"背道而驰"。 一家品牌公司的行动如何与品牌内核背道而驰?始祖鸟贡献了一个血淋淋的教训。 9月19日,户外品牌始祖鸟联手艺术家蔡国强在喜马拉雅山脉江孜热龙地区开启艺术项目"升龙"。所 谓"升龙",即在海拔4690至5500米的高原上施放烟火,让火焰沿着山脊引爆,形成"升龙"景观。但这一 举动迅速引发网友和环保人士的猛烈批评。 "我们正在与涉事的当地艺术家以及我们在中国的团队直接沟通此事,并将改变我们的工作方式,以确 保此类事件不再发生。我们的期望是,我们所做的一切都体现了我们的环保理念,我们对不符合环保理 念的行为零容忍。我们已经开始努力减轻此次活动对环境和社会的影响。"这篇贴文写道。 始祖鸟一直以来保护山野、倡导无痕户外,标榜亲近大自然和远离城市的生活方 ...
环保原本是始祖鸟的「热卖单品」
36氪· 2025-09-22 00:00
Core Viewpoint - The article discusses the controversy surrounding outdoor brand Arc'teryx's recent art project "Ascend Dragon," which involved setting off fireworks in a fragile high-altitude environment, leading to significant backlash from environmentalists and the public. The brand's commitment to environmental sustainability is called into question as it navigates the balance between artistic expression and ecological responsibility [6][7][9]. Group 1: Environmental Commitment and Controversy - Arc'teryx launched an art project in the Himalayas that involved fireworks, which drew criticism for potentially harming the fragile ecosystem [6]. - The brand issued an apology, stating that the project contradicted its values and that it would change its operational methods to prevent similar incidents in the future [7]. - The brand has historically emphasized its commitment to environmental sustainability, aligning its business model with ESG principles, which are increasingly important in the fashion industry [9][10]. Group 2: Business Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a revenue of 13.27 billion RMB (approximately 1.8 billion USD) for the first half of 2023, a 37.2% increase from the previous year, indicating strong growth in the outdoor apparel market [11]. - The brand has successfully balanced outdoor performance with fashion, attracting a consumer base that values both functionality and style [12]. - The outdoor apparel market is experiencing rapid growth, particularly among younger consumers and women, positioning Arc'teryx favorably within this expanding segment [17]. Group 3: Sustainability Goals and Challenges - Arc'teryx aims for net-zero emissions by 2050, shifting from intensity-based reduction targets to absolute reduction goals across its value chain [10]. - Despite the ambitious goals, the brand's total emissions increased by 56% in 2023, raising concerns about its commitment to sustainability [12]. - The brand's recent focus on fashion has led to a dilution of its environmental messaging, with emissions rising again in 2024, prompting a reevaluation of its sustainability strategies [18][19]. Group 4: Innovative Initiatives - Arc'teryx has launched the ReBIRD program, promoting product care, repair, resale, and recycling services, although the impact on emissions reduction remains unclear [19]. - The brand is expanding its ReBIRD service centers, aiming to extend product lifecycles and reduce environmental impact [19].
环保原本是始祖鸟的“热卖单品”
36氪未来消费· 2025-09-21 08:46
Core Viewpoint - The article discusses the contradiction between the outdoor brand Arc'teryx's environmental values and its recent actions, particularly the controversial art project "Ascend Dragon" that involved fireworks in a fragile ecosystem, leading to public backlash and a subsequent apology from the brand [3][4][5]. Group 1: Brand Actions and Reactions - Arc'teryx collaborated with artist Cai Guoqiang to launch an art project in the Himalayas, which involved setting off fireworks at high altitudes, sparking criticism from environmentalists [3]. - The brand claimed to use biodegradable materials and promised to clean up after the event, but experts argued that the activity itself was harmful to the local ecosystem [3][4]. - Following the backlash, Arc'teryx issued an apology, stating that the project contradicted its brand values and that it would change its operational practices to prevent similar incidents in the future [4][5]. Group 2: Brand Values and Market Position - Arc'teryx has historically promoted environmental protection and sustainable practices, aligning its business model with ESG (Environmental, Social, and Governance) principles, which have become increasingly important in the fashion industry [8]. - The brand's core mission for 2023 is "Leave it Better," focusing on improving operational practices while achieving business growth [9]. - Despite the recent controversy, Arc'teryx has seen significant revenue growth, with its parent company Amer Sports reporting a 37.2% increase in revenue to approximately 18 billion RMB (about 2.5 billion USD) in the first half of 2023 [9]. Group 3: Environmental Goals and Challenges - Arc'teryx aims for net-zero emissions by 2050, transitioning from intensity-based reduction targets to absolute reduction goals across its value chain [9]. - However, the brand's total emissions increased by 56% in 2023, raising concerns about its commitment to sustainability [11]. - The brand has shifted its focus to fashion, collaborating with designers and launching limited collections, which may detract from its environmental messaging [14][15]. Group 4: Future Strategies and Initiatives - Arc'teryx is promoting its ReBIRD initiative, which focuses on product care, repair, resale, and recycling services, although the effectiveness of this program in reducing emissions remains unclear [16][19]. - The brand plans to open 12 new ReBIRD service centers in 2024, aiming to extend product lifespans and reduce climate impact [17]. - Despite the challenges, Arc'teryx continues to market new products with environmental themes, indicating an ongoing commitment to sustainability in its branding efforts [16].
南极电商:目前公司已打造了包括男士女士内衣、保暖内衣、速干T恤以及防晒服等大单品产品矩阵
Mei Ri Jing Ji Xin Wen· 2025-09-03 13:31
Group 1 - The company, Nanji E-commerce, reported that its current operational status is good, with ongoing optimization and adjustment of its overall business structure and model [2] - The product lineup includes well-received items such as men's and women's underwear, thermal underwear, quick-dry T-shirts, and sun-protective clothing, indicating a strong product matrix [2] - The brand has achieved a balanced development of online distribution channels, transitioning from a focus on Douyin to a multi-channel approach including Douyin and Tmall [2] Group 2 - The company confirmed that it does not face any delisting risk as per the Shenzhen Stock Exchange's regulations [2]
南极电商上半年净利下滑83%,转型自营致销售费用激增64%
Sou Hu Cai Jing· 2025-08-28 09:15
斑马消费 范建 出来混,迟早都是要还的。 从卖吊牌赚快钱,到重启自营重塑品牌,南极电商如今面临的业绩压力,都是在偿还过去十多年的品牌欠账。 南极人要想实现"中国的优衣库"的梦想,恐怕得等到它身上那股泡脚桶的味儿,彻底消除的那一天。 主营移动互联网营销业务的时间互联,仍是公司最主要的收入来源。上半年,该子公司基于业务战略调整,优化了部分传统业务线,导致规模阶段性缩减。 当期,公司移动互联网业务实现收入11.76亿元,同比下滑13.11%。该业务虽然收入规模较大,但盈利水平较低。今年上半年的毛利率为3.70%,较上年同期 下降1.94个百分点。 包含品牌综合服务和经销商品牌授权在内的现代服务业,是南极电商最核心的利润来源,这就是外界俗称的"卖吊牌"业务。 这项业务真可称得上一本万利,毛利率高达92.36%。无奈,收入规模相对较小,今年上半年为1.25亿元,同比下降31.56%。 在南极电商的主要业务中,唯一实现增长的,只有货品销售。上半年实现收入5253.64万元,同比增长152.01%,毛利率36.70%,较上年同期增加36.22个百 分点。 有卖吊牌的高额利润打底,南极电商为何业绩恶化若此? 公司表示,主要是 ...
南极电商转型自救,能否摆脱“贴牌”标签,向优衣库看齐?
Sou Hu Cai Jing· 2025-08-17 15:10
Core Viewpoint - Nanji E-commerce, once thriving with a "brand authorization + platform distribution" model, is facing significant challenges due to quality control issues and a tarnished brand reputation, leading to a drastic decline in market value [1][2][4]. Group 1: Company History and Transformation - Founded in 1998 by Zhang Yuxiang, Nanji E-commerce initially gained success in the thermal underwear market, achieving sales exceeding 1 billion yuan by 2004 [1]. - The global financial crisis in 2008 prompted a strategic shift from manufacturing to a pure brand management model, focusing on brand authorization, which coincided with the rise of e-commerce in China [1]. - From 2015 to 2020, the company experienced significant revenue and profit growth, with market capitalization nearing 60 billion yuan, elevating Zhang Yuxiang's family to the ranks of the wealthy [1]. Group 2: Current Challenges and Strategic Shifts - The rapid expansion of the brand authorization model led to a decline in quality control, resulting in frequent product quality issues and a damaged brand reputation, with market value plummeting over 85% in three years [1][2]. - In 2023, the company restructured its brand services into strategic cooperation authorization, fashion authorization, and self-operated retail, with self-operated retail seen as crucial for restoring brand value [2]. - Despite significant investment in self-operated product lines and brand upgrades, the company continues to report negative net profits, and consumer perceptions of "low price, low quality" remain unchanged [2][4]. Group 3: Future Outlook and Recommendations - Zhang Yuxiang has publicly acknowledged the need for transformation, aiming to position Nanji E-commerce alongside successful brands like Uniqlo, although industry experts note that the company lacks essential elements such as fabric research and a responsive supply chain [4]. - A more effective transformation strategy may involve focusing on product quality and reducing product categories to drive factory upgrades [4]. - To regain consumer trust and achieve successful transformation, the company must enhance product quality and user experience, requiring substantial investment and a restructuring of capabilities in supply chain management, design, and manufacturing [4].
服饰秋冬上新心智战:是谁在抢夺抖音的增量市场?
第一财经· 2025-08-12 09:59
Core Insights - The apparel industry is undergoing a transformation where consumers are willing to pay for emotions, scenarios, and identities rather than just clothing itself [3][4] - Although the market appears to be recovering, growth rates are slowing down, with retail sales of apparel and footwear only increasing by 3.1% year-on-year in the first half of 2025, compared to a high growth of 15.5% in 2023 [3][4] - The industry is entering a new phase focused on "mind penetration efficiency," where understanding consumer preferences and establishing long-term brand memory through content is crucial for success [3][4] Market Trends - The online content consumption is becoming the core entry point for apparel transactions, with over 60% of consumers relying on content for their purchasing decisions [7] - Douyin (TikTok) contributed 74% of the online retail growth in apparel in 2024, indicating its role as a primary growth engine for the industry [7] - AI is reshaping the supply-demand system, enhancing both consumer experiences with virtual try-ons and accelerating product development on the supply side [9][11] Seasonal Strategies - The extended autumn-winter sales window in 2025, lasting 194 days, provides retailers with more opportunities to control sales rhythms and consumer decision-making [9][11] - New products account for nearly 40% of GMV during the autumn-winter season, emphasizing the importance of identifying trends and launching popular items early [11][13] - A dual inventory strategy focusing on seasonal and all-season products is emerging as a more reliable growth tactic [13] Consumer Behavior - Consumers are now looking for versatile clothing solutions that can serve multiple purposes, with over 90% considering two or more usage scenarios when purchasing autumn-winter apparel [16][18] - Three major growth tracks have been identified: quality warmth, outdoor lifestyle, and emotional dressing, reflecting the evolving consumer expectations [18][19][22] Target Demographics - Six key consumer segments have been identified, each representing distinct lifestyles and aesthetic preferences, including practical users, cultural enthusiasts, and style innovators [25][40] - Understanding these segments allows brands to tailor their offerings and marketing strategies effectively [40] Content Strategy - In the content-driven e-commerce era, brands must focus on creating meaningful content that resonates with consumers and builds brand recognition [41][45] - Effective content should not only drive sales but also establish a unique brand identity and emotional connection with consumers [47][48] Product Lifecycle Management - Brands should adopt a three-phase strategy for new product launches: rapid testing during the cold start phase, targeted content during the potential breakout phase, and aggressive marketing during the mature phase [50][58] - The 2025 autumn-winter season presents a unique opportunity for brands to leverage the longest sales window and maximize their market impact [59][60]
浪莎股份43岁“企二代”淡出董事会 门店两年减102家营收4亿难关待破
Chang Jiang Shang Bao· 2025-06-23 00:41
Core Viewpoint - Wangsha Co., Ltd. is undergoing a transformation from a family-run business to a more professional management structure, aiming to attract diverse talent and improve decision-making processes [1][9]. Management Changes - On June 20, Wangsha Co., Ltd. elected Weng Rongdi as the chairman and legal representative, and appointed him as the general manager, indicating a shift in management dynamics [1][3]. - Jin Zhoubin was appointed as the vice general manager, marking a significant change as the previous vice general manager, Weng Xiaofeng, has effectively stepped back from the management team [1][6]. Family Ownership Structure - The company was founded in 1995 by the Weng brothers, with each holding a 14.63% stake, totaling 43.89% of the shares [2]. - Weng Rongdi has been in leadership roles since 2007, having served as general manager and chairman for 18 years [4]. Business Performance - Wangsha Co., Ltd. has experienced fluctuating performance, with revenues of 4.02 billion, 3.27 billion, and 3.88 billion yuan from 2021 to 2023, showing a growth of 16.15%, a decline of 18.82%, and an increase of 18.69% respectively [10]. - The company reported a revenue of 3.80 billion yuan in 2024, a decrease of 2.08% year-on-year, while net profit increased by 3.43% to 23.40 million yuan [10]. Store Count and Market Presence - The total number of stores has decreased significantly, with a reduction of 102 stores over two years, representing a decline of approximately 27% [11]. - As of 2024, the company operates 282 stores, down from 384 in 2022 [11]. Industry Context - The textile and underwear industry is characterized by intense competition and low market concentration, suggesting that Wangsha Co., Ltd. has opportunities for growth through technology development, supply chain optimization, and market expansion [12].