编辑 | 乔芊 一个本土品牌的破局与成长之路。 作者 | 任彩茹 即便在工作日，位于上海市黄浦区淮海中路的Songmont（山下有松）旗舰店，门口也常会排起等待进店的队伍，有时甚至会排到隔壁。许多路过的人表示 不解，"这牌子怎么火到这个程度上了？" 这样的客流高涨，已经从年初持续到现在。相对应的，山下有松出现在公众视野里的密度也越来越高：9月份，LVMH董事长阿尔诺现身上海前滩太古里的 山下有松门店，购买了两款包袋；10月，山下有松在巴黎举办"远山有声SONG of MONT"品牌展，连续第二年出现在巴黎时装周；刚刚落幕的双11大 促，它又一次登上天猫箱包服配销售榜的TOP1。最近，山下有松正式推出香氛产品线，品类扩张再进一步。 一位消费投资人告诉36氪，自己接触的很多创业者喜欢山下有松，"比如拍产品海报时会特意用它们的包做背景或搭配。"他们喜欢它的品牌和产品，但更 喜欢它同为"创业者"。 这家成立于2013年的新消费品牌，正像泡泡玛特、老铺黄金一样，某种程度上代表着新一代的中国消费品牌——不再只作为国际大牌的"平替"，而是在本 土和海外构建自己的品牌影响力。 彭博在本月的一篇报道中引据BigOne Lab的 ...

Core Insights - The rise of domestic bag brands in China, particularly those priced around 1,000 to 2,000 yuan, is attributed to their practicality and appeal to urban professionals, as well as a shift in consumer preferences towards local culture and design quality [5][16][21] - The popularity of brands like "Shanxia Yousong" and "Gele" is evident in their sales performance, with Shanxia Yousong ranking second in Tmall's sales of women's bags priced over 1,000 yuan [5][10] - The domestic bag market is experiencing a significant transformation, with brands focusing on high-quality materials, versatile designs, and effective marketing strategies to attract a broader audience, including male consumers [12][14][19] Market Trends - Domestic bag brands have captured a substantial market share, with seven out of the top fifteen women's bags on Tmall being local brands [5] - The trend of practicality and multi-scenario adaptability in bag design is driving sales, as consumers seek bags that can transition from work to leisure [7][10] - The "hobo bag" style has gained popularity, with several domestic brands offering their versions, indicating a trend towards casual yet stylish designs [12][10] Consumer Behavior - Young consumers are increasingly willing to pay for design and quality, moving away from purely price-sensitive purchasing behavior [16][21] - The influence of celebrity endorsements and social media marketing has played a crucial role in elevating brand perception and driving sales [16][19] - Despite the growth, there are concerns regarding product quality and brand loyalty, as consumers express skepticism about the value of higher-priced domestic bags compared to established international brands [21][25] Competitive Landscape - The domestic bag market faces challenges from both international luxury brands and emerging local competitors, necessitating a clear positioning strategy for domestic brands [21][27] - Brands are exploring high-end positioning or focusing on extreme cost-performance ratios to cater to different consumer segments [27] - The need for domestic brands to build a strong brand narrative and consumer trust is critical for long-term success in a competitive market [21][27]