大中华区同店销售额在第二季度增长了3%，扭转上一季度5% 的下滑态势，为中国市场一年来首次恢复增长。 作者：罗文利 封图：东方IC 英国奢侈品牌博柏利（Burberry）凭借去年提出的"Burberry Forward"战略，实现扭亏为盈。该 战略的一项措施是"降低售价、优化奥莱渠道"。但今年11月，在战略实施一年后，博柏利决定不 走"打折"路线了。 博柏利首席执行官约书亚·舒尔曼在11月中旬举行的财报电话会上表示，去年该品牌在线上、线下 渠道均开展公开清仓折扣，虽拉高了同店销售额，但今年将不再延续，转而回归常规季末促销—— 规模收缩、形式低调、折扣幅度降低、频次减少，"这些调整均有助于提升盈利质量"。 博柏利中国11月24日进一步告诉经济观察报，"Burberry Forward"战略是重塑品牌吸引力与价 值创造的正确路径，目前仍处初期阶段。下一阶段，博柏利将继续聚焦外套、围巾等核心品类，依 托优势与多元产品线，拓展消费客群。 博柏利的上述调整源于"Burberry Forward"战略的阶段性反馈。 "Burberry Forward"战略由是舒尔曼在上任四个月时提出的，核心目标是恢复品牌活力、提升业 绩 ...

"Burberry Forward"战略由是舒尔曼在上任四个月时提出的，核心目标是恢复品牌活力、提升业绩表现 及推动长期价值增长。围绕战略落地，博柏利调整过两次价格策略：过去一年，博柏利先尝试涨价未达 预期，后转向降价折扣策略。去年11月，博柏利推出重新定位、降低售价、优化奥莱渠道等品牌重振计 划。 11月14日，博柏利发布的2026财年中期业绩数据显示，截至2025年9月27日的六个月内，该公司销售额 同比下降5%至10.32亿英镑，调整后营业利润为1900万英镑，较去年同期4100万英镑的亏损实现扭亏为 盈。其中，大中华区同店销售额在第二季度增长了3%，扭转上一季度5%的下滑态势，为中国市场一年 来首次恢复增长。 财报显示，其第二财季可比门店销售额同比增长2%，终结连续七个季度下滑；大中华区上半年同店销 售额虽下跌1%，但第二季度增长3%，主要得益于中国情人节的消费热潮。全球范围内，中国市场增长 抵消了出境游人数下降的影响。 正价渠道的强劲表现，进一步降低了博柏利对折扣渠道的依赖。舒尔曼在财报电话会上表示，正价渠道 新品销售亮眼，"这让我对销售质量倍感振奋"。事实上，去年博柏利采取的大幅折扣策略未能对奥莱 ...

格隆汇11月21日丨万事利(301066.SZ)在投资者互动平台表示，丝巾和围巾是万事利具有代表性的国潮 产品，产品运用了敦煌、故宫、西湖、生肖、汉字书法、青花瓷、锦绣山河等中国传统文化元素。家居 服采用了印花、刺绣等工艺，图案常包含祥云、瑞兽、花卉等传统纹样。 ...

行走于南美洲的脊梁——安第斯山脉，在雪线之上、云雾缭绕处，常能望见一群身披厚密绒毛的羊驼。 它们的眼神如高原湖泊般沉静，身形似山峦般流畅，从容穿行于呼啸风中。千百年来，羊驼陪伴人类穿 越苍茫的旷野和凛冽的寒风，见证了文明的萌发、兴盛与延续。 来自高原的馈赠 羊驼与骆马、原驼和小羊驼共同组成南美驼科动物。其中，羊驼和骆马属于家养物种，分别用于供给衣 物纺织纤维和驮运重物；原驼和小羊驼主要分布在野外。据统计，目前全球约有400万只羊驼，大部分 生活在安第斯高原，其中约80%分布在秘鲁，15%左右分布在玻利维亚，其余分布在智利、阿根廷及澳 大利亚、新西兰等国。 羊驼与人类共处的历史可追溯至数千年前。在秘鲁阿亚库乔的皮基马查伊遗址，出土了骆马科骨骼并伴 有人类活动层，表明古人曾利用骆马类动物。秘鲁的的喀喀湖—普诺地区的多处遗址提供了从狩猎到早 期驼类管理的考古线索。智利北部和玻利维亚阿尔蒂普拉诺的若干遗址中，也发现了更明确的与人工饲 养特征相符的驼类遗存。这些考古证据共同描绘出一幅清晰的图景——在安第斯高原上，古代居民逐渐 驯服原野上的驼类，使其成为赖以生存的重要物质基础。 秘鲁妇女将羊驼毛线编织成精美艺术品。 宋亦 ...

Core Viewpoint - The "Heritage China Tour" event in Yunnan's Wenshan showcases the rich diversity of intangible cultural heritage among various ethnic groups, emphasizing the importance of preserving and promoting these cultural treasures through modern means such as social media and community engagement [1][2]. Group 1: Event Overview - The "Heritage China Tour" took place from November 18 to 20, focusing on the exploration of intangible cultural heritage in Wenshan, Yunnan, highlighting the unique cultural practices of multiple ethnic groups [1][2]. - The event featured hands-on experiences with traditional crafts, including the production of Xifeng Dou from Dendrobium, showcasing the meticulous process involved in creating these cultural artifacts [2][3]. Group 2: Cultural Significance - Wenshan is home to over ten ethnic groups, including Han, Zhuang, Miao, Yi, and Yao, each contributing to a vibrant tapestry of cultural heritage [2]. - The event aimed to document and promote the cultural richness of Wenshan through various media, encouraging broader public engagement with these traditions [2][5]. Group 3: Participant Engagement - Participants, including social media influencers, actively engaged in learning and experiencing traditional crafts, which helped bridge the gap between modern audiences and traditional practices [5][7]. - Influencers expressed their newfound appreciation for intangible cultural heritage, emphasizing the need for creative ways to integrate these traditions into contemporary life to attract younger generations [5][7].

Core Insights - Burberry Group reported a 5% year-on-year decline in total revenue to £1.032 billion for the first half of the 2026 fiscal year, with a 3% decline when adjusted for constant currency [1] - Adjusted operating profit stood at £19 million [1] - Comparable store sales increased by 2% in the second quarter, reversing a 1% decline in the first quarter [1] Revenue Performance - EMEIA region revenue grew by 1% year-on-year, with local consumption offsetting declines in tourism spending [1] - The Americas saw a 3% growth driven by new customer acquisition [1] - Greater China experienced a 1% decline, although it rebounded with a 3% growth in the second quarter; the Asia-Pacific region declined by 2% [1] Strategic Initiatives - The company is reinforcing its "Timeless British Luxury" brand positioning and accelerating the narrative around British heritage to enhance brand appeal [1] - Positive market response to the 2025 Autumn/Winter collection, with strong performance in outerwear and scarves extending to other categories; additional demand from core wholesale partners for the 2026 Spring/Summer collection [1] - Store experience optimization is underway, including product display upgrades and cross-category sales enhancements, with over 100 scarf zones opened and plans to reach 200 by year-end [1] Customer Engagement - The company is seeing a gradual improvement in customer growth, with both new and returning customers increasing [1] - Cost efficiency plans are progressing, targeting an annual saving of £8 million by the end of the 2026 fiscal year [1] Leadership Perspective - CEO Joshua Schulman highlighted that the "Burberry Forward" strategy, implemented over the past year, has deepened the brand's expression centered on "Timeless British Luxury," optimizing product supply and driving consumer return, resulting in the first same-store sales growth in two years [2]

Core Points - The event on November 12 showcased Shantou cuisine at the Guangzhou Main Media Center during the 15th Sports Games, featuring local dishes prepared by chefs from Shantou [1] - The media restaurant offered a variety of Shantou delicacies, including oyster omelets and lion head goose, attracting many media representatives [1] - The event also included the distribution of "warm gift packs" containing local products and cultural items from Shantou, enhancing the experience for attendees [1] Summary by Categories Event Overview - The Guangzhou Main Media Center hosted a Shantou food theme day as part of the media activities during the 15th Sports Games [1] - From November 9, various cities in Guangdong are participating in food theme days, promoting local culinary culture [1] Culinary Highlights - Featured dishes included oyster omelets, lion head goose, and fish balls, all made with fresh ingredients sourced from Shantou [1] - The event aims to present the effectiveness of Guangdong's "Hundred Thousand Project" through local food offerings [1] Cultural Promotion - Attendees received gift packs that included Shantou-themed products such as cultural items, homewear, thermal clothing, scarves, and wooden toys [1] - A "Cantonese Flavor Passport" activity was introduced, allowing participants to collect stamps from 168 different Guangdong specialty dishes [1]

Group 1 - The eighth China International Import Expo (CIIE) serves as a significant platform for international exhibitors to connect with global customers, showcasing the potential of the Chinese market [1][2]. - Imran Rah, an Indian exhibitor, has successfully adapted to the Chinese market by learning Mandarin and utilizing online sales platforms, achieving monthly sales of several million RMB [2]. - Carolina, a Peruvian exhibitor, aims to differentiate her products through innovative designs and interactive features, highlighting the importance of creativity in avoiding homogenization in a competitive market [4]. Group 2 - The participation of international exhibitors at CIIE reflects a growing interest in the Chinese consumer market, with many adapting their business strategies to leverage local trends [2][4]. - The use of social media and live streaming by exhibitors is becoming increasingly important for product promotion and customer engagement in the evolving retail landscape [2]. - The CIIE provides a global stage for countries to showcase their unique products, enhancing international visibility and fostering cross-border trade relationships [4].

Core Insights - The winter clothing market in Weifang is experiencing a surge in demand for warm apparel such as down jackets, snow boots, hats, and scarves as temperatures drop [1][10] Group 1: Down Jackets - Down jackets are prominently displayed in stores, becoming the primary choice for consumers to keep warm [3] - A clothing store reported selling over 20 down jackets daily, with sales exceeding 50 on weekends, particularly for children's down jackets [3] - Consumers are increasingly knowledgeable, inquiring about "down fill" and "loft" when selecting jackets, indicating a trend towards more informed purchasing decisions [3] - A graphene-lined down jacket priced at over 1,000 yuan is in high demand, reflecting a preference for advanced materials among younger consumers [3] Group 2: Snow Boots - Snow boots are also seeing increased consumer interest, with a shoe store anticipating a significant sales boost in November and December [7] - In addition to classic colors, new popular colors like dark green and milk tea are emerging in the snow boot market [7] - Upgrades in materials and functionality are evident, with many brands offering waterproof and stain-resistant options [7] Group 3: Scarves and Hats - Scarves and hats are essential winter accessories, with a noticeable increase in sales as consumers often purchase a scarf along with clothing items [9] - A variety of scarf styles and colors are available, catering to different consumer preferences [9] Group 4: Overall Market Trends - The "Double 11" shopping festival is driving consumer activity, with businesses actively stocking up to meet the demand for winter clothing [10] - The winter apparel market is not only providing warmth but also enhancing the quality of life for consumers [10]

Core Insights - A children's clothing company in Wuzhen, Huzhou, Zhejiang Province, has secured a procurement order from the United Nations for humanitarian aid in Afghanistan, marking a significant achievement for the local industry [1][2] Group 1: Order Details - The company is preparing a batch of warm clothing items, including cotton jackets, hats, scarves, and shoes, to be distributed to families in Afghanistan, with each package containing 38 different products to meet children's basic needs [1][2] - The order consists of over 30,000 cotton garments, which are being shipped in two batches, with the first batch successfully dispatched in early October [2] Group 2: Operational Challenges and Responses - The company faced challenges such as tight delivery timelines, a wide variety of goods, and high quality requirements, but managed to complete the packaging and pass inspections from relevant authorities [2] - To fulfill the order, the company organized all production lines to prioritize delivery, leveraging its experience in cross-border e-commerce to ensure a quick response [2] Group 3: Industry Impact - This collaboration signifies that Wuzhen children's clothing has officially entered the United Nations humanitarian aid product supply chain, representing a breakthrough for local companies expanding from traditional cross-border e-commerce to international government procurement markets [2] - The demand for Wuzhen children's clothing in international markets is increasing, and local government initiatives are expected to introduce more international resources to support deeper market penetration [2]