本文来自微信公众号： 巨潮WAVE （ID：WAVE-BIZ） ，作者：侯恬，编辑：杨旭然，题图来自： AI生成 以下文章来源于巨潮WAVE ，作者侯恬 巨潮WAVE . 融入时代巨潮，发现商业决策。 "穷玩车，富玩表"的说法曾经在中国长期流传。并不夸张地说，自欧洲手表进入中国开始，它便成了 财富和身份的代名词。 一块欧洲名表的价格，能抵得上普通人多年的薪水，它不只是体面的象征，更是被当成了实打实 的"硬资产"。就像很多电影里演的，"大佬送礼"常选名表，遇上突发状况还可以把表拿去典当或转 手，立刻就能换得一笔救急的现金。 但近两年情况开始剧烈变化。过去"一表难求"的劳力士，如今在二手市场上价格一跌再跌。如从 2022年3月的高点到2025年3月，劳力士二手指数已下滑近三分之一，创下四年来新低。 此外，江诗丹顿、伯爵、百达翡丽等高端品牌的价格同样承压，名表等于"硬通货"的逻辑，正在被现 实打破。 国产手表则开始获得更多关注。海鸥、飞亚达的部分系列受到消费者的追捧，尤其是国家领导人佩戴 的飞亚达表，一度引起了资本市场的高度关注。 欧洲名表的另一竞争对手——智能手表也在加速崛起。华为、小米等品牌的产品不仅价格亲民， ...

Core Viewpoint - The luxury watch market in China, particularly for European brands like Rolex, is experiencing a significant decline, with prices dropping and consumer interest shifting towards domestic and smartwatches [3][4][5]. Group 1: Market Trends - The resale value of Rolex watches has decreased by nearly one-third from March 2022 to March 2025, reaching a four-year low [3]. - Other high-end brands such as Vacheron Constantin, Piaget, and Patek Philippe are also facing price pressures, indicating a broader market trend away from luxury watches as "hard currency" [3][4]. - The export value of Swiss watches to mainland China fell by 26% last year, while exports to Hong Kong dropped by 19%, highlighting a significant market contraction [7]. Group 2: Consumer Behavior - The middle-class consumer segment, which has been a major growth driver for luxury goods, is showing a rapid decline in spending on luxury watches, with 45% of middle-class consumers reporting decreased spending on luxury items [10][13]. - A survey indicated that 80% of consumers who are reducing their luxury purchases believe that luxury goods lack cost-effectiveness, leading to a shift in spending priorities [13]. - The traditional consumer base for luxury watches is evolving, with younger consumers from tech and healthcare sectors seeking more personalized and value-driven products [14]. Group 3: Domestic Brands and Smartwatches - Domestic brands like Seagull and Fiyta are gaining traction, with Fiyta's sales of a co-branded watch with the film "The King of the Sky" increasing by 63% [19]. - Smartwatches from brands like Huawei and Xiaomi are rapidly capturing market share, with Huawei leading the market with a 34.2% year-on-year growth in shipments [15]. - The shift towards smartwatches and domestic brands reflects a broader cultural change, as younger consumers prioritize functionality and value over traditional luxury branding [16][19]. Group 4: Industry Performance - Swatch Group, which owns brands like Omega and Longines, reported a 14.6% decline in net sales to 6.74 billion Swiss francs for 2024, with net profit plummeting over 70% to 220 million Swiss francs [5][7]. - The overall market for luxury goods in China is projected to be below 2022 levels, indicating a challenging environment for luxury brands [10].

Core Viewpoint - The article discusses the competitive dynamics in the air conditioning industry, highlighting Xiaomi's rapid growth and market share gains against traditional players like Gree, amidst a backdrop of broader industry challenges and Xiaomi's financial performance. Group 1: Xiaomi's Market Position - Xiaomi's air conditioning market share reportedly surpassed Gree's in July, leading to public disputes over data accuracy between the companies [1] - The competitive landscape indicates that Xiaomi has become a significant threat to traditional manufacturers in the air conditioning sector [1] Group 2: Financial Performance - Xiaomi's Q2 2025 revenue reached 116 billion yuan, a 30.5% year-on-year increase, with adjusted net profit rising 75.4% to 10.8 billion yuan [2][3] - The company has achieved six consecutive quarters of record financial performance, with notable growth in non-core businesses such as home appliances [3] Group 3: Product Performance - In the home appliance sector, Xiaomi's air conditioners, washing machines, and refrigerators saw shipment increases of 60%, 25%, and 45% respectively [3] - Xiaomi's smart car business generated 21.2 billion yuan in revenue, with a gross margin of 26.4%, exceeding market expectations [3] Group 4: Strategic Approaches - Xiaomi employs a "hit product model," focusing resources on a few standout products to dominate market segments, as seen with the "Mijia Air Conditioner Pro" [11] - The company is also enhancing its ecosystem, with 20.5 million users connecting five or more devices to its AIoT platform, reflecting a 26.8% year-on-year growth [11] Group 5: Challenges in Smartphone Business - Xiaomi's smartphone revenue declined by 2.1% to 45.5 billion yuan, marking the end of seven consecutive quarters of growth [4][16] - Despite being the only domestic manufacturer to achieve positive shipment growth in Q2, the company faces a dilemma between maintaining volume and pricing strategies [4][22] Group 6: Market Dynamics - The overall smartphone market in China saw a 4.1% decline in shipments, with Xiaomi's performance being relatively strong compared to competitors [16][17] - The company is navigating a challenging environment where consumer demand has been affected by previous promotional activities and longer replacement cycles for smartphones [18][26]