Core Insights - The rise of the "She Economy" emphasizes women's pursuit of inner comfort and external image, leading to a shift in consumer behavior among women who now seek a unified sense of self [1] - The collaboration between the brand Xiaoyehezi and celebrity Yang Mi represents a fashion declaration of women's self-identity, focusing on functional clothing that provides both physical and mental support for independent women [1][5] Group 1: Brand Strategy and Positioning - Xiaoyehezi was founded in 2021 with the mission to reinvent functional clothing for women, focusing on innovation and product quality [3] - The brand has established a strategic partnership with "Lycra" for three consecutive years, leading to the development of the first legwear socks that incorporate advanced fabric technology [3] - In September 2024, Xiaoyehezi, in collaboration with CBN Data and the Shanghai Garment Industry Association, published the "White Paper on China's Legwear Socks Industry Standards," becoming the first brand to set industry standards in China [3] Group 2: Market Performance and Consumer Engagement - Xiaoyehezi's collaboration with Yang Mi reflects the ideal state of the "middle-aged women" demographic, transforming functional clothing into a representation of comfort and quality fashion [5] - The brand has achieved the leading position in the mid-to-high-end legwear socks market in China for 2024, with its popular product "legwear socks" ranking first in national sales for three consecutive years from 2022 to 2024, with cumulative shipments exceeding 19.5 million pieces [7] - Xiaoyehezi has gained the trust of over 15 million users, demonstrating that when a brand truly understands women's needs for self-expression, consumers respond with loyalty and financial support [7]