Core Insights - The domestic women's bag market has been polarized, with high-end luxury brands on one side and numerous lesser-known domestic brands on the other, leaving a gap in the mid-to-high-end market [2] - Recent changes show a rise in domestic brands, with seven Chinese brands making it to the top 15 sales list for women's bags priced over 1,000 yuan on Tmall as of February 2025 [2][3] - The increasing popularity of domestic brands has led to a collective price hike, raising concerns about the sustainability of this trend [3][4] Market Dynamics - The surge in domestic women's bag brands like 山下有松 and 裘真 has been fueled by social media, with significant sales growth and consumer interest [3][6] - For instance, 山下有松's菜篮子包, priced at 1,680 yuan, became a bestseller, helping the brand surpass 100 million yuan in sales [3] - The average transaction price for domestic brands has risen significantly, with 山下有松's average price increasing from 1,550 yuan in 2022 to around 2,244.9 yuan [5][4] Consumer Behavior - Consumers are increasingly questioning the value of luxury brands, leading to a shift towards domestic brands that emphasize practicality and quality [7][9] - The trend of rising prices among domestic brands may alienate consumers who prioritize cost-effectiveness, potentially undermining their appeal as alternatives to luxury brands [7][9] Marketing Strategies - Domestic brands are investing heavily in marketing, with collaborations and high-profile endorsements to enhance brand image [6][12] - The narrative around these brands is shifting from low-cost to quality and storytelling, similar to luxury brands, but this strategy may not resonate with all consumers [10][12] Future Outlook - The current rise of domestic women's bags is partly a reaction against luxury brands, focusing on practicality and unique designs [13] - However, the challenge remains for these brands to establish long-term value and consumer trust, as they attempt to transition from low-cost to higher-priced offerings [12][13]