距离年内第二次调价还有三天，位于北京SKP商场负一层的老铺黄金门口排起了长队，店内则有数十名消费者在选购，几乎将店面占满。 "现在加入排队队伍大约需要1小时才能进店。"22日中午12时左右，中新经纬以消费者身份来到该门店，北京SKP老铺黄金的销售人员告诉中新经纬，调 价再加上有商场的活动，所以近期顾客相对多。 20日，被网友称为"黄金界爱马仕"的老铺黄金交出2025年上半年成绩单。财报显示，该公司2025年上半年营收达123.54亿元，同比增长251%，经调整净利 润达23.5亿元，同比增长291%。 涨价之后，老铺黄金为何赚得更多了？ 涨价与打折并存 "调价对业绩有所支持，调价以后下半年老铺黄金的毛利率会有一定的上升……"老铺黄金董事长、总经理徐高明21日在老铺黄金2025年中期业绩说明会上 说。 在喊出"成为与国际奢侈品对位竞争的中国高端品牌"的口号后，老铺黄金也把奢侈品行业定期涨价的行为学了过来。 老铺黄金在财报中表示，公司每年调价两至三次，2025年上半年公司仅于2月进行了1次价格调整，受到调价后黄金价格持续快速上涨的影响，报告期内公 司毛利率较以往略有下滑至约38.1%。毛利率的短期波动并未影响公司 ...

Core Insights - The article discusses the rise of the Chinese fragrance brand "Wenxian," which aims to penetrate the high-end perfume market traditionally dominated by luxury brands like Chanel and Hermes. The brand focuses on high fragrance concentration and unique storytelling to justify its premium pricing [1][2][20]. Group 1: Brand Strategy and Market Positioning - Wenxian was established in 2021 and has successfully attracted a loyal customer base, with 60% of offline repurchases coming from returning customers [1][19]. - The brand's founder, Meng Zhaoran, emphasizes the need to transition from being a niche "art" brand to a more marketable "product" brand, aiming for broader recognition and sales [1][10]. - Wenxian's product naming and marketing strategies have evolved to be more accessible, moving from a highly individualistic approach to a more unified narrative that resonates with diverse consumer groups [2][23]. Group 2: Cultural Integration and Product Development - The brand intends to leverage Chinese culture as a central theme in its marketing strategy, believing it can create a universal story that appeals to both domestic and international consumers [2][24]. - Wenxian's upcoming product line, the "Chen Tan Long She" series, incorporates traditional Chinese elements and aims to establish a strong cultural identity in the fragrance market [20][28]. - The founder believes that the essence of a successful fragrance lies in its story and emotional connection, rather than just its scent [23][26]. Group 3: Business Growth and E-commerce Strategy - Wenxian plans to expand its physical presence, with a target of increasing its store count from approximately 27 to 35 by the end of the year, while also enhancing its e-commerce capabilities [29][31]. - The brand recognizes the need to adapt its product offerings for online platforms, introducing smaller sizes and different fragrance concentrations to cater to price-sensitive consumers [32][33]. - The company aims to balance its online and offline sales channels, with a goal of achieving equal representation in both areas [29][31].

Core Viewpoint - The article discusses the evolution of the Chinese fragrance brand "闻献" (Wenxian), highlighting its transition from a niche artistic brand to a more commercially viable product line that embraces Chinese culture as a core narrative to appeal to a broader audience [8][15][40]. Group 1: Brand Development and Strategy - Wenxian, founded in 2021, has carved a niche in the high-end fragrance market by using a higher concentration of fragrance oils, which is double that of international brands, to justify its pricing [9][35]. - The brand's seasonal product launches, with unique names and themes, have attracted a loyal customer base, with 60% of last year's offline repurchases coming from returning customers [10][41]. - The founder, Meng Zhaoran, acknowledges past missteps in brand expansion and emphasizes the need for a clearer, unified narrative as the brand seeks to reach a wider audience [12][14]. Group 2: Cultural Integration and Market Positioning - Meng believes that embracing Chinese culture is essential for the brand's identity and market penetration, as it provides a relatable story for diverse consumer groups [15][46]. - The upcoming product line, "沉檀龙麝" (Sandalwood Dragon Musk), reflects this cultural integration, featuring Chinese fragrance notes and packaging that resonates with both domestic and international markets [42][49]. - The brand aims to differentiate itself from competitors by focusing on unique storytelling and cultural authenticity rather than imitating established Western brands [47][66]. Group 3: Business Growth and E-commerce Strategy - Wenxian plans to expand its physical presence, targeting 35 stores by the end of the year, while also enhancing its e-commerce capabilities to balance online and offline sales [56][58]. - The brand is strategically adjusting its product offerings for online platforms, introducing smaller sizes and lighter fragrances to cater to price-sensitive consumers [60][61]. - Meng emphasizes the importance of understanding consumer preferences and creating memorable narratives around fragrances to drive sales and brand loyalty [66][70].