中年女性缘何转向男装？潮新闻记者近日走访了部分商圈，听听大家的看法。 女生选男款，看中颜值也看中性价比 新年，杭 网页截屏 来源：潮新闻 州各大服装店里琳琅满目。潮新闻记者 章卉 实习生 梁靖远 摄 马年将至，杭州各大商场服装店里琳琅满目。为了带动人气，优衣库、无印良品等品牌的部分冬装也有 折扣。然而，越来越多的女性开始涌向男装区挑选新年"战袍"，"中女购买百元级男款战袍"成为今冬社 交媒体上高讨论度的话题。 "我夏天的T恤，春秋的衬衣、卫衣，冬天的毛衣、摇粒绒，都是优衣库男装包了，不光价廉质优，款 式都比女装好看！" "入了男装坑后发现男装太好穿了，而且几乎都是基础款，怎么搭都行。版型正质感好，对我这种宽肩 +直角肩女生也特别友好，显得肩部线条很利落。穿了一段时间后再看女装，对90%的衣服都会祛魅。" …… 打开社交媒体，不难看到，女性消费者转身男装的动因首要还是性价比。她们说，在同等预算下，男装 在用料、做工功能性方面，更为"实在"和耐用。 新年，杭 州各大服装店里琳琅满目。潮新闻记者 章卉 实习生 梁靖远 摄 无论是位于湖滨商圈的in77商场，还是城北的大悦城，记者都观察到，不少女性消费者不再是等在试衣 ...

2026年元旦假期，我市抢抓岁末年初消费黄金期，紧扣节日特点，在商圈、街区和线上创新打造多元消费场景，精心组织系列促消费活动， 有效点燃消费者消费热情，进一步激发了消费市场活力。 丰富多彩的潮玩活动吸引了大量市民 精彩的传统舞狮表演 企业端的积极响应成为活动亮点。以利郎男装为例，其位于菏泽万达广场的第三家门店恰逢元旦开业。店铺负责人李玉凤表示："新年第一 天，万达广场人气爆棚。我们借新区暖冬消费季的东风，推出全场6.8折、买一送一等重磅促销，同时店内举办了乐队表演、模特走秀、儿童 彩绘等体验活动，让顾客在购物之余享受更多乐趣。"这一案例生动体现了"政府搭台、企业唱戏、百姓受益"的活动模式。 菏泽万达广场作为城市商业地标，入驻7年来，持续丰富着本地消费者的购物休闲体验，为菏泽商业格局注入持久活力。本次周年庆典与鲁西 新区暖冬消费季深度融合，进一步放大了节庆效应与促销力度。 新年新气象，消费开新局。此次暖冬消费季活动，成功在元旦假期掀起首轮消费热潮，展现了鲁西新区商贸经济的蓬勃生机，也为全年消费 市场的提质升级奠定了良好开端。 菏泽报业全媒体记者 武霈 1月1日，新年伊始，购在新区2026"黄河大集"暖冬消费季在 ...

耐克持续深化直营化与数字化转型，同时面临增长阵痛、运营成本与库存压力。其在中国市场倚重一二 线城市高端客群，下沉市场表现乏力。与之形成对比，阿迪达斯与lululemon则在深耕下沉市场，均将 目光投向三四线城市寻找新增量，通过本土化产品与营销实现份额回升。 对于lululemon来说，2025年是其步入平台期与多元化探索的一年。其核心的瑜伽及女性业务增长放 缓，品牌以前所未有的力度押注 "男装" 与 "鞋履" 两大新引擎，并通过多渠道数字化创新，构建全域运 动生态。 总体而言，运动品牌竞争从"广域覆盖"进入"心智与场景争夺" 的新阶段：耐克坚守品牌与技术制高 点，阿迪达斯持续强化专业功能属性，lululemon则致力于从单品类领先向多元运动品牌演进。 在接受21世纪经济报道记者专访时，lululemon中国区董事总经理黄山燕认为2025年中国体育消费的关 键词是"成长"——这既是中国体育消费市场规模的高速增长，更是消费者对健康生活方式认知的深化与 心智的成熟。 《21世纪》：近年来，中国体育消费市场持续扩容，行业形态快速演变。您如何判断当前中国体育消费 市场所处的阶段？ 黄山燕：近年体育消费潜力持续释放。当前 ...

Investment Rating - The industry rating is "Recommended" [6] Core Insights - Nike's FY26Q2 performance showed regional revenue changes: North America +9%, EMEA -1%, Greater China -16%, APLA -4%, with Greater China significantly dragging down overall performance due to weak foot traffic, poor new product sell-through rates, and aging inventory [3][16] - The Central Economic Work Conference emphasized expanding domestic demand as a priority, focusing on enhancing the supply of quality goods and services, and promoting investment recovery [4][17] - The report suggests a cautious outlook for FY26Q3, with expected revenue declines in certain regions and a focus on the "Win Now" strategy in Greater China [3][16] Summary by Sections 1. Weekly Insights - Nike's performance in FY26Q2 highlighted a significant decline in Greater China, attributed to weak customer traffic and inventory issues [3][16] - The company is implementing pilot store projects in Greater China to improve sales performance [3][16] 2. Market Review - The SW textile and apparel sector increased by 2.42%, outperforming the Shanghai Composite Index by 1.32% [19] - Key stocks with the highest gains included Yimin Group and Huamao Co., while stocks like Hason and *ST Bosen faced significant declines [19][24] 3. Industry Data Tracking 3.1 Raw Material Data - The China cotton price index rose by 2.96% year-to-date, while wool prices increased by 29.52% since the beginning of the year [34][40] - The USDA forecasts a 0.34% increase in total cotton production for 2025, with a slight decline in demand [46] 3.2 Export Data - Textile and apparel exports from January to November 2025 decreased by 1.9% year-on-year, with a notable decline in apparel exports [54] - The export value of tarpaulins and canopies fell by 21.18% in October 2025 [59] 4. Industry News - Notable developments include the opening of Descente's flagship store in Beijing and the re-entry of Spanish fast fashion brands into the Chinese market [10][4]

"在女装区，感觉买不到合适的衣服，两三百（元）的质量总一般，稍微有质感的就上千（元）。" 饱受"女装"折磨的"在逃刘亦菲"们，在今年冬天，流行起"捡漏式购物"。 自诩"时尚达人"的00后小菲近期便沉迷"邪修"式买买买，在她的购物清单中，越来越多的服装来自男装，"你知道小码男装有多香吗？" 在小菲看来，这很正常，"现在的女装，太容易踩到坑了，同等价位的男装，不论在版型，还是在质量上，都比女装要好。" 同样操作的，不仅仅是小菲，越来越多的女性开始"邪修"式购物。 在社交平台，高个子女生兴奋地展示如何捡漏小码男装；娇小女生则骄傲地分享如何在童装区淘到合身又便宜的款式。她们中不乏被网友称为"在逃刘亦 菲"的时尚达人，但她们的选择却与传统女性时尚消费模式渐行渐远。 这一现象并非个别案例。在抖音、小红书、微博等社交平台上，#小个子买童装#、#高个子穿男装#等话题均引发热议，相关穿搭分享笔记和视频层出不 穷。 女性消费者正以一种前所未有的方式，悄然跨越传统服装分类的界限。 01 抛弃女装区的"刘亦菲们" 这不仅仅是小菲一个人的声音。 "尺寸越来越不合身""材质一言难尽""永远买不到图片上的那一件"……诸如此类的声音，在社交 ...

作为"淘衣临平"系列活动的核心载体，电子导购地图已在临平区民个协会公众号小程序上线。该地图精 准收录区内近200家优质服装工厂店，涵盖女装、男装、童装、饰品等全品类潮流单品，以及丝绸、羊 绒、羽绒、皮草等多元材质。消费者只需在搜索框输入心仪品类或材质，即可快速锁定意向工厂店，点 击图片获取详细信息，一键导航直达，享受沉浸式便捷购物体验。 "淘衣临平"系列活动将采用"3+10+100"的创新模式，通过构建一张智能导购地图、持续一年的活动周 期、培育一个区域品牌、举办10场特色主题活动、挖掘100家优质企业，全面推动临平区服装产业的产 销模式革新。未来一年，活动将聚焦"3+1"重点区域，精准引流，助力企业提升品牌影响力和市场竞争 力；打造"3大消费场景"，解决区内服装企业库存较大的销售痛点，赋能产业升级；打造"临平服装"区 域品牌，从"有情怀、好工匠、新原料、高科技、优标准"等多个维度，拍摄制作短视频内容，提升知名 度和美誉度；搭建资源对接平台，持续扩展域内域外"朋友圈"，打通产业链上下游，破解服装产业流量 密码，助力企业成长。 商报讯 （通讯员 徐笑飞 记者 汪晓筠） 近日，杭州市临平区"淘衣临平"系列活动启动 ...

Core Viewpoint - The pricing logic of Chinese stocks is subtly changing, with China taking a more proactive role in global trade, and the manufacturing sector entering a globalization development cycle. The real estate market is stabilizing, leading to a shift in economic thinking, while macro tail risks are decreasing. New technologies and industries are emerging, creating more opportunities in structural development areas [1]. Group 1: New Consumption Trends - The pet food industry is experiencing a simultaneous increase in volume and price, driven by diversified growth and strong brand loyalty, suggesting significant potential for leading brands [2]. - The gold and jewelry sector is expected to maintain a favorable outlook through 2026, with a focus on the value retention of gold jewelry and the strengthening of leading brands [2]. - The collectible toy market is evolving towards a global business model, transitioning from a single product focus to an integrated IP and ecosystem approach, highlighting the importance of strong brand positioning [2]. - The new tobacco sector is seeing stricter regulations but a steady recovery in the compliant market, with increased penetration of heated tobacco products (HNB) [2]. - The AI smart glasses market is projected to grow significantly, with sales expected to reach 1.8 million units by 2026, indicating a shift in product development priorities [2]. - The two-wheeler market is undergoing regulatory changes that are optimizing the industry structure, with leading companies expected to benefit from improved product offerings [2]. Group 2: Cyclical Opportunities - The home furnishings sector is anticipated to remain in an adjustment phase until 2026, with growth driven by demand for soft and smart home products [3]. - The paper industry is facing a tightening supply of wood chips, which may support a gradual recovery in pulp prices, with leading companies expected to enhance their competitive advantages [3]. - The metal packaging industry is seeing increased concentration, with expectations of slight price increases in 2026, while the paper and plastic packaging sectors are maintaining stable demand [3]. Group 3: Export Dynamics - Following the US interest rate cuts, expectations for real estate improvement are rising, and corporate orders are showing signs of recovery, with leading companies benefiting from localized production strategies [5]. - Companies with global layouts, such as home furnishings and automotive brands, are demonstrating resilience and expanding their brand influence through mature local operations [5]. Group 4: Textile and Apparel - The outdoor apparel market is projected to grow significantly, with a CAGR of 9.6% for outdoor clothing and 9.2% for footwear from 2025 to 2029, driven by product innovation [6]. - The men's clothing and home textile sectors are showing resilience, with leading companies benefiting from high dividend yields and online sales growth [6]. - The textile manufacturing sector is optimistic about external demand, with healthy channel inventories and improving orders, particularly in Indonesia as a key production destination [6].

Core Viewpoint - Meituan has launched a "free return shipping" service for apparel and footwear, enhancing the shopping experience for consumers by allowing quick returns within 30 minutes, thus addressing common size-related return issues [1][3][4] Group 1: Service Overview - The new service allows Meituan's black gold and black diamond members to return items without shipping costs, with a maximum return time of 30 minutes [3][4] - Over 50 brands and more than 20,000 stores have adopted this service, including major brands like Nike, Adidas, and Anta [3][4] - This initiative marks the first free return shipping service for apparel and footwear in the instant retail sector [4] Group 2: Consumer Insights - Research indicates that functional apparel, particularly sportswear, is popular among consumers for various activities, and they prefer a "buy now, wear now" experience [4][5] - The return rate for these items is generally low, primarily due to size issues, and consumers desire a quick return process to maintain their immediate usage [4][5] Group 3: Business Impact - The service is fully funded by Meituan, alleviating the financial burden on brands while enhancing customer satisfaction and potentially increasing repurchase rates [4][5] - Brands participating in the service have reported improved sales and customer feedback, indicating a positive impact on their business [5][6] - During the recent Double 11 shopping festival, Meituan's sales for over 800 brands doubled, with sportswear becoming a significant growth area [6]

Core Viewpoint - The article discusses the contrasting performance of two prominent figures in the live-streaming sales industry, Dong Mingzhu and Dong Yuhui, highlighting their different approaches and results in selling products through live-streaming platforms. Group 1: Dong Mingzhu's Live-Streaming Efforts - Dong Mingzhu recently appeared in a live-streaming session for the clothing brand "Three Little Goats," selling cashmere coats, which led to the live-stream reaching the top ten in Douyin's women's clothing category, but only generated sales of approximately 1 million yuan [1] - Dong Mingzhu has previously sold men's clothing for the brand "Xiahushijia," but her overall sales performance in live-streaming remains modest compared to her peers [1][19] - Despite her efforts, Dong Mingzhu's live-streaming sales are significantly lower than those of Dong Yuhui, who has established himself as a leading figure in the home appliance sector on Douyin [4][19] Group 2: Dong Yuhui's Dominance in Live-Streaming - Dong Yuhui has successfully expanded his product categories from agricultural products to clothing and home appliances, achieving remarkable sales figures, including over 100 million yuan in a single day during the Double Eleven shopping festival [4][8] - His live-streaming sessions have consistently generated high sales, with estimates suggesting that his total sales for the first half of 2025 could reach between 57 billion to 114 billion yuan [6] - Dong Yuhui's ability to negotiate directly with brands during live-streams has contributed to his success, allowing him to secure better deals and attract more viewers [11] Group 3: Market Dynamics and Challenges - The competition between Dong Mingzhu and Dong Yuhui illustrates the challenges faced by traditional business leaders in adapting to the fast-paced live-streaming market, where full-time commitment is often necessary for success [20][21] - Dong Mingzhu's strategy of entering other brands' live-streams aims to leverage her personal brand to reach a broader audience, but her part-time involvement limits her effectiveness compared to full-time streamers [14][24] - The article suggests that for Dong Mingzhu to enhance her live-streaming impact, she may need to collaborate with professional MCN agencies to build a more robust operational framework [30]

Summary of Jiangnan Buyi Conference Call Company Overview - Jiangnan Buyi has recently achieved double-digit growth, driven by net store openings, same-store sales growth, and significant growth from third-party online platforms [2][4][3]. Key Points Industry Performance - The retail growth in October was positively influenced by the early Double Eleven shopping festival and colder weather, which boosted clothing sales [2][4]. - The recovery of mid-to-high-end brands is notable, potentially linked to the wealth effect from the stock market [2][5]. Sales Channels - Online channels account for over 21% of Jiangnan Buyi's overall sales and are growing the fastest [2][6]. - New retail channels, particularly private traffic operations, are also showing significant growth, although data reflects more on offline stores [2][6]. Store Expansion and Strategy - Jiangnan Buyi currently operates approximately 2,000 stores, with a net increase in low single digits this year [2][8]. - Future plans include steady expansion of offline stores, focusing on enhancing single-store performance for the main brand while also exploring new markets for growth brands [2][8]. Brand Differentiation - The high-end women's brand Laas is priced about 20% higher than the main brand, targeting a different customer segment with minimal overlap [2][9]. - Men's clothing is positioned between the main brand and Laas, while children's clothing features an artistic and cute style, appealing to the mid-to-high-end market [2][10]. Risk Management and Design Strategy - Jiangnan Buyi employs a design-driven approach to mitigate fashion risks, introducing new design themes each season, with a mix of innovative and safer designs [2][14]. - The company utilizes a shared inventory distribution system to enhance inventory turnover efficiency [2][14]. Financial Performance and Outlook - For the fiscal year ending November 2025, Jiangnan Buyi expects a revenue growth of 10% to 15%, with October retail sales growth projected at 15% to 20% [3][4]. - The company maintains a dividend payout ratio of 75% for the 2026 fiscal year, indicating a commitment to high dividends alongside expected double-digit growth [4][16]. Membership and Customer Engagement - The company has seen steady growth in active membership and spending, with approximately 50,000 to 60,000 new members added monthly [2][17]. - Jiangnan Buyi's membership system offers unique benefits compared to other women's brands, focusing on service and experience rather than just discounts [2][18]. Profitability and Inventory Management - The gross profit margin remains stable, with online sales contributing over 20% and an overall online gross margin exceeding 64% [2][19]. - The company has a healthy inventory turnover cycle, with 90%-95% of inventory sold profitably within three years [2][21]. Outlet Channel Performance - The outlet channel contributes about 10% to total sales and is one of the fastest-growing channels for the company [2][22]. Product Mix and New Arrivals - Approximately 60%-70% of the products sold are new arrivals, indicating a strong focus on promoting new collections both online and offline [2][23].