真维斯越来越少的线下门店，让不少人感叹，正在消失的似乎 不只是一个品牌，而是"那时候朝气蓬勃的日子"。在这些被唤 起的记忆之外，人们较少追问的是：这个进入中国已三十多年 的品牌，这些年发生了什么——包括近十年来把生意一点点转 到线上，重新找位置。 作者： 李佩珊 封图：受访者供图 编者按：2025年，经济观察报以"我们的四分之一世纪"为年终特刊主题，旨在通过数十位时代亲历者的故事，共绘一幅属于这段岁月的集体记忆图 谱。 2025年11月22日，小红书上一条标题为"北京最后的真维斯"的帖子引发了大量关注。定位在东四的门店照片中，蓝底白字的"JEANSWEST 真维斯"招 牌仍然悬挂着，橱窗里却贴着一张红色告示，"31 年时光相伴，感恩一路有您支持。撤店清货"。 评论区迅速聚集了近千条留言，"怀念"成为被反复触发的关键词。有人回忆起学生时代"咬着牙买的第一条牛仔裤"，有人说这是工作、结婚后为自己和 伴侣添置衣服的地方。越来越少的线下门店，让不少人感叹，正在消失的似乎不只是一个品牌，而是"那时候朝气蓬勃的日子"。 在这些被唤起的记忆之外，人们较少追问的是：这个进入中国已三十多年的品牌，这些年发生了什么——包括近十年 ...

在广州市增城区新塘镇，记者指尖触到一块刚下机的牛仔面料——纹理清晰，却柔软细腻，"像棉花糖 一样软糯"；不远处，在另一家企业的样衣间，高腰微喇、雾面渐变、立体猫须等新款牛仔服装一字排 开，一条条"新式牛仔裤"从这里走向国内外品牌货架和T台。 同样是一块布、一条裤，在新塘，却被织进了越来越多关于创新、绿色和时尚的故事。顺着面料和版 型的线索，记者走进研发车间、样衣工坊和在建园区，看到"牛仔之都"从生产基地迈向"创意中枢"的 升级之路。 在"布堆"里找创新基因 2001年，正值新塘牛仔产业蓬勃发展之时，坚纺在这里创立。"当时全镇织布厂、作坊就有上千家，大 家都在做常规牛仔布。"坚纺相关负责人回忆，正是这片"布堆"，让他们意识到：不在面料上做文章， 很难在激烈竞争中脱颖而出。 一开始，坚纺只是做坯布生产，很快就把目光转向"研发驱动"。企业建立自己的工厂，持续加大研发 投入，"每年把利润的四成以上投到研发上"，引进国内外设备和新型生产线，从纱线配比、织造工艺 到牛仔布后整理技术不断试验，在细微的经纬交织间寻找突破。 二十多年来，这种"在布堆里找创新"的坚持，带来了一串有厚度的数据——2008年至2010年，自主研 发 ...

编者按：2025年，经济观察报以"我们的四分之一世纪"为年终特刊主题，旨在通过数十位时代亲历者的 故事，共绘一幅属于这段岁月的集体记忆图谱。 2025年11月22日，小红书上一条标题为"北京最后的真维斯"的帖子引发了大量关注。定位在东四的门店 照片中，蓝底白字的"JEANSWEST 真维斯"招牌仍然悬挂着，橱窗里却贴着一张红色告示，"31 年时光 相伴，感恩一路有您支持。撤店清货"。 评论区迅速聚集了近千条留言，"怀念"成为被反复触发的关键词。有人回忆起学生时代"咬着牙买的第 一条牛仔裤"，有人说这是工作、结婚后为自己和伴侣添置衣服的地方。越来越少的线下门店，让不少 人感叹，正在消失的似乎不只是一个品牌，而是"那时候朝气蓬勃的日子"。 在这些被唤起的记忆之外，人们较少追问的是：这个进入中国已三十多年的品牌，这些年发生了什么 ——包括近十年来把生意一点点转到线上，重新找位置。 "我们不到四十岁，已经把我们这一辈子要用的钱都赚足够了。"73岁的杨勋，中气十足地说出了这句 话。在他身后，旭日集团会客室的陈列墙上，摆放着一组组数据、照片和慈善事业的荣誉证书——那是 他与兄长杨钊在商海浮沉 51 年间留下的痕迹。 19 ...

| 摘 要 | 争议广告引发冒犯和导致购买意愿下降之间不完全一致。大部分情况下，争议广告冒犯消费者会引发购买意愿下降，但仍存在一些争议广告，虽然 冒犯了消费者，但不会引发购买意愿下降。为了对这一反直觉现象在理论上予以揭示，需要进一步探究争议广告的作用机制。本研究通过扎根理论提炼解释 这一现象的理论模型。定性研究发现，争议广告会给消费者带来产品效用损失、心理效用损失、体验效用损失和情感损失，共同构成冒犯度。消费者基于感 知价值、产品依恋和转换成本的考量对争议广告产生容忍度，消费者购买意愿是否下降取决于冒犯度和容忍度之间的衡量比较，极端情况下跳过理性衡量程 序直接做出购买意愿维持或下降的决定。从长期来看，争议广告必然导致消费者购买意愿的下降。 | 关 键 词 | 争议广告 理论模型 扎根研究 01 引言 03 扎根研究 3.1 深度访谈 商业广告从诞生起，就遵循市场经济的发展逻辑，既是经济发展、商品繁荣的结果，也是促进经济发展的有效催化剂。广告本质决定了广告首要功能是帮助 广告主营销，这是无可厚非的，但广告在逐利的过程中也催生了很多异形的产物，在互联网时代的产物之一是博眼球的商业争议广告。商业争议广告是指因 产品 ...

公元226年，广州得名，至今整整1800年。自秦汉起，珠江畔的广州商灯不灭，如今古城海纳百川、容 颜未老，在中国共产党的领导下焕发出更加蓬勃的生机、更加澎湃的活力，成为"中国之治"的生动写 照。 读懂珠江畔的广州之变，帮助我们读懂新时代的中国之治。这里是帮助世界读懂中国的开放门户，也是 向世界展示中国式现代化实践的生动展台。 广州港南沙港区集装箱码头。吕华当摄（人民图片） 广州永庆坊是一条有着千年历史的岭南文化特色街区，通过微改造与文化活化已焕发新生机。图为游客 在永庆坊参观。新华社记者 卢汉欣摄 广州新光大桥和珠江新城风光。罗宜威摄 俯瞰中国南方，珠江从云贵高原发端，流过2000多公里汇纳无数支流，至国家中心城市广州时，东江、 北江、西江三大支流汇合，已是大河滔滔、气象万千。千百年来，珠江滋养着这座面朝大海的城市，也 与广州人一起向海而生。 古城海纳百川、容颜未老 广州总是一艘"先行之舟" 以人喻城，在近年来流行的性格测试中，广州是个典型的"E人"——外向的人。 了解今天的中国，要从了解中国的历史开始。历史上，广州一直是对外开放的南大门。 越秀区北京路上，玻璃笼罩着一条考古挖掘出的、12米长的道路，共有13 ...

Core Insights - The apparel market is showing resilience in a fluctuating consumer environment, with retail sales of clothing, shoes, and hats increasing by 3.1% year-on-year in the first half of 2025 [2][3] - Social media engagement for autumn/winter apparel has surged, with Douyin's content views exceeding 80 million and Xiaohongshu's related content voice surpassing 12 million, indicating a strong pre-season demand [2][4] - The consumer demand has evolved from basic warmth to a comprehensive expression of style, scene adaptation, and emotional value, driven by a new wardrobe construction logic [2][5] Industry Trends - The clothing price index has remained above 100 since January 2023, indicating a stable and upward trend, with a peak of 103.09 in the first half of 2025 [3] - The dual attributes of clothing as both a necessity and a means of self-expression have led consumers to prioritize high-quality, stylish products even during economic downturns [3][5] - The autumn/winter apparel market is characterized by a clear category structure, with tops being the core pillar, particularly down jackets, sweaters, and hoodies [6][7] User Demand - Female consumers dominate the market, accounting for 62.6%, with the 25-34 age group representing nearly 40% of the core user base [5] - There is a significant shift in consumer focus from basic functionality to emotional value, with 83% still prioritizing warmth, but increased attention on fashion, comfort, and aesthetic quality [5][6] - Users are increasingly seeking high-quality materials and versatile clothing that can adapt to various scenarios, reflecting a demand for "one garment, multiple wears" [6][10] Scene Segmentation - The commuting scene is the primary consumption area, accounting for 36% of the volume, with a 14% growth rate, emphasizing the need for effortless dressing that balances professionalism and comfort [7][8] - Outdoor apparel remains stable in user interest, with a focus on functionality, aesthetics, and adaptability to different scenarios [10][12] - The rise of specific styles such as "Amber Flow," "Safaricore," and "New Retroism" reflects diverse consumer preferences and the blending of vintage elements with modern design [12][15] Brand Strategies - Brands must focus on understanding the core consumer group of high-line city women aged 25-34, balancing cost-effectiveness, functionality, and design [17] - There is a need for tailored products and marketing strategies that cater to specific scenarios like commuting and outdoor activities [17] - Engaging with social media platforms like Douyin and Xiaohongshu is crucial for brands to create trending topics and resonate emotionally with consumers [17][18]

Core Insights - The global Black Friday promotion by TikTok Shop has successfully expanded from the US to seven additional markets, including the UK, Germany, France, Italy, Spain, Japan, and Mexico, showcasing a strong initial performance [1] - Cross-border self-operation (POP) has seen significant growth, with sales doubling in the UK and EU on the first day, and Japan also reaching peak sales, driven by content and localized strategies [1][2] - The full-service model has also performed well, with multiple countries achieving record daily sales, particularly in Japan and Mexico, indicating a robust demand for winter essentials [5][6] Cross-Border Self-Operation (POP) - In the POP segment, the UK and EU markets experienced a doubling of sales on the first day, setting historical records, while Japan also reached peak sales, with influencer live-streaming generating nearly 150% growth in GMV [1][2] - Brands like RUILILY and PUFFIT.UK leveraged viral short videos and live-streaming to achieve significant viewer engagement and sales, demonstrating the effectiveness of content-driven strategies [2] - The product mix has shifted to include practical items such as home appliances and winter clothing, catering to both personal use and gift-giving during the Black Friday period [3] Full-Service Model - The full-service model has shown impressive results, with the UK market achieving record sales on multiple occasions, and Japan's live-streaming GMV surging over 300% [5][6] - Popular items in various markets include winter basics like knitted sweaters and outerwear, highlighting the model's ability to effectively market and distribute high-demand products globally [6] Peak Days Strategy - For the POP model, merchants in the UK, EU, and Japan are advised to enhance the atmosphere and pricing of core products, increase quality short video content, and extend live-streaming durations to convert peak exposure into actual sales [8] - In the full-service model, UK and EU merchants should increase advertising spend during peak periods to ensure stable supply of best-selling items, while Mexican merchants are encouraged to utilize platform subsidies to boost advertising efforts [8] - The overall success of TikTok Shop during Black Friday across multiple markets underscores its role as a key growth engine for cross-border merchants [8]

Core Insights - The global Black Friday promotion on TikTok Shop has successfully expanded from the US to seven additional markets, including the UK, Germany, France, Italy, Spain, Japan, and Mexico, showcasing a significant increase in cross-border e-commerce activity [1][2] - The cross-border self-operation (POP) model has seen explosive growth, with first-day sales doubling in the UK and EU countries, and Japan experiencing a peak in sales, driven by content and live streaming [2][3] - The full-service model has also performed well, with multiple countries achieving record single-day sales, particularly in winter essentials, indicating a strong demand for basic winter items [7][3] Cross-Border Self-Operation (POP) - The POP sector has demonstrated a clear growth trajectory, with first-day sales in the UK and EU countries doubling and Japan reaching peak sales, supported by live streaming and content marketing [2][3] - Notable brands like RUILILY and Cashio have leveraged high engagement through live streaming and short videos, achieving significant sales increases, with some brands reporting GMV growth of nearly 150% [2][3] - The product mix has shifted to include practical items such as home appliances and winter clothing, catering to both personal use and gift-giving during the holiday season [3] Full-Service Model - The full-service model has shown remarkable performance, with the UK and EU countries achieving record sales, and Japan's live streaming GMV surging over 300% [7] - Popular items include winter basics like knitted sweaters and outerwear, which have proven to be high-repurchase products, indicating a strong market for these essentials [7][3] - The model's success lies in its ability to sell high-potential products globally through a replicable business model, enhancing the reach of quality goods [7] Strategic Recommendations - For the POP model, merchants in the UK and EU should enhance the shopping atmosphere and pricing effectiveness while increasing quality short video content and extending live streaming durations to convert peak exposure into actual orders [38] - In the full-service model, UK and EU merchants should increase advertising during peak exposure periods to ensure stable supply of best-selling products, while Mexican merchants should leverage platform subsidies to boost advertising investments [38] - Japanese merchants are advised to combine subsidies and advertising to cultivate more best-sellers and prepare for the upcoming New Year promotions [38]

Core Insights - The low prices on Pinduoduo are primarily due to its unique product sourcing model, which relies on unsold inventory from factories and small workshops rather than brand-name products [2][3] - Pinduoduo's revenue model is increasingly driven by advertising income, allowing it to sell products at or below cost while profiting from merchants who pay for visibility and promotional placements [3][4] - The platform's loose quality control leads to inconsistent product quality, resulting in high return rates and consumer complaints [3][8] Pricing Strategy - Pinduoduo encourages aggressive price competition among sellers, leading to a cycle of decreasing prices and profit margins, which often results in cost-cutting measures that compromise product quality [4][9] - The platform's social commerce features, such as group buying and price-cutting, can inflate sales figures, creating a misleading perception of product popularity [6][9] Consumer Behavior - Consumer complaints on Pinduoduo are significantly higher than on other platforms, with a complaint rate of approximately 15%, compared to around 5% for Tmall and JD [8] - While Pinduoduo offers advantages for standardized and easily verifiable products, consumers are advised to exercise caution with items requiring craftsmanship or user experience [11] Market Dynamics - The extreme low-price model in the e-commerce industry often sacrifices quality and service, leading to a long-term disadvantage for consumers who initially perceive they are saving money [9][11] - The shopping habits of consumers are shifting, with a preference for spending slightly more on platforms with better return policies and customer service, despite higher upfront costs [11]

Group 1 - The 2025 autumn and winter apparel market shows robust growth, with retail sales of clothing, shoes, and textiles increasing by 3.1% year-on-year from January to June 2025 [12][14] - The core consumer group consists of women aged 25-34 in high-tier cities, accounting for 62.6% of the market, who are willing to try new brands and styles while focusing on cost-effectiveness, functionality, and fashion expression [24][25] - The demand for apparel has shifted from basic warmth to fashion expression and quality experience, with popular styles including "elegant," "freedom," and "vintage" [28][29] Group 2 - The main categories of consumer interest are tops, with down jackets, sweaters, and hoodies dominating, while jeans serve as a basic item in bottoms, and running shoes and hats are favored in footwear and accessories [26][30] - Different consumption scenarios show distinct preferences, with sweaters/knitwear preferred for commuting, while outdoor activities focus on hoodies, jackets, and down jackets [34][36] - The emotional value and aesthetic experience have become primary market drivers, with consumers increasingly prioritizing fashion sense and quality in their purchasing decisions [28][30]