来源 | DT商业观察 （ID：DTcaijing） 以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和 研究机构的禀赋，厘清趋势和商业间的关系，用年轻化的视角认识商业世界。 从北京三里屯到上海外滩源。 作者 | 林美汕、胡汉三 编辑 | 郑晓慧 设计 | 郑舒雅 运营 | 苏洪锐 从北京三里屯到上海外滩源，国货女包品牌的招牌越来越醒目。 在上海淮海中路，山下有松门口的队伍已经排到了隔壁；在北京国贸商城，端木良锦的 线下门店成为商场里最热闹的一块区域。 尽管这些包包的商品标签上标注着上千的价格，有些品牌甚至上万，但消费者依然乐此 不疲。 一位端木良锦的消费者在大众点评APP写道："小姐姐热情地给我讲解了包的细节和工 艺，让我觉得这个包上万确实物有所值。" 曾经活在义乌批发市场的国货女包，正在撕掉"廉价"标签，悄悄开进城市C位。 《DT商业观察》好奇，被称为"国产爱马仕"的千元国货女包到底卖得怎么样？又是如何 实现高端化升级的？消费者为什么抢着买单？ 千元国货女包，开始大卖 在小红书上，一条关于"国货包包大 ...

Core Viewpoint - The article discusses the rise of domestic women's bag brands in China, particularly those priced over 1,000 yuan, which are gaining popularity and competing with international luxury brands. The brands are successfully repositioning themselves as high-end products through effective marketing and product quality improvements [8][51]. Group 1: Market Performance - Domestic women's bag brands are increasingly visible in major urban areas, with long queues forming at stores like Shanxiaoyousong and Duanmu Liangjin [5][6]. - Data from Cheetah Data indicates that in February 2025, seven domestic brands ranked among the top 15 in sales on Tmall for women's bags priced over 1,000 yuan, competing directly with luxury brands like YSL and Gucci [12][13]. - The average transaction price for these domestic brands typically falls within the 1,000-2,000 yuan range, with some brands exceeding 2,000 yuan [15]. Group 2: Price Trends - The average price of domestic women's bags has been steadily increasing over the past few years, with brands like Bampo Shizu and Shanshuijiji seeing price increases of nearly three times [20][21]. - Shanxiaoyousong's average price rose from 1,658.6 yuan to 2,213 yuan, while Gele's increased from 2,487.4 yuan to 2,807.8 yuan [21]. Group 3: Brand Positioning and Marketing Strategies - Domestic brands are enhancing their high-end image by collaborating with international designers and participating in fashion events, such as Shanxiaoyousong's exhibition during Paris Fashion Week [27][28]. - Brands are also focusing on storytelling and cultural narratives to create a strong brand identity, which helps justify their price increases [24][28]. - The shift to physical retail locations in high-end shopping districts is crucial for these brands to establish a premium presence and enhance customer experience [29][30]. Group 4: Consumer Insights - Consumers are drawn to these domestic brands for their aesthetic appeal and practicality, with popular styles like HOBO bags meeting both criteria [40][44]. - The pursuit of value for money is a significant factor, as consumers appreciate the craftsmanship and unique designs offered by these brands compared to traditional luxury options [45]. - The bags serve as identity markers for consumers, allowing them to express their personal style and social status [46][47]. Group 5: Industry Context - The domestic women's bag market has historically been polarized, with low-cost options dominating and luxury brands occupying the high end. The emergence of mid-range domestic brands fills a previously empty niche [51][52]. - As these brands enter the 1,000 yuan market, they face scrutiny regarding quality and design, which will be critical for maintaining consumer trust and justifying price increases [53].