从2009年第一个"双十一"诞生，今年已是第16个年头。10月初，刚刚结束中秋节，还在国庆促销期的电商平台， 已开启"双十一"预热活动。 很多消费者在平台一个接一个的"大促"中越来越理性，少了以往激情"剁手"下单和熬夜清空购物车的冲动，开始 拿出笔和本计算满减规则、优惠券叠加使用规则，下载比价软件查看价格"大盘"，坚决不做买贵了的"冤大头"。 新京报记者在多方采访、调查中发现，不少消费者在"双十一"活动前加入购物车的商品涨价了，"先涨后降"套路 层出不穷，活动期间购买的商品甚至是全年最高价；优惠券使用规则复杂导致价格波动，到手"千人千价"；保价 时间短，而活动周期长，以至于"形同虚设"…… "有没有人觉得'双十一'特别焦虑。"一位网友在社交媒体发帖，"临近'双十一'，各种平台的活动让人应接不暇， 害怕错过最便宜的东西……每天都在各平台上比价，感觉很焦虑很难受，但是很难停下来。" 对于"先涨后降"等问题，电子商务专家郭涛在接受新京报记者采访时表示，这是多种因素造成的结果。消费者和 商家在对价格的认知上存在冲突，平台对价格的监管也并不完善和规范。 根据赵莫保存的价格走势图（价格为券后价），该商品10月14日的价格 ...

Core Viewpoint - The article discusses the declining relevance and acceptance of high heels in professional settings, particularly among female employees, highlighting a shift towards comfort and practicality in fashion choices [4][10][20]. Group 1: Changing Attitudes Towards High Heels - There is a growing movement against the expectation for flight attendants to wear high heels, with several airlines allowing "flat shoe freedom" [4][10]. - High heels, once seen as a symbol of professionalism and elegance, are now viewed as a "beautiful torture" due to their negative health impacts [11][20]. - The pandemic has accelerated the acceptance of casual and comfortable attire, leading to a decline in the traditional dress code that included high heels [9][12]. Group 2: Fashion Trends and Consumer Preferences - Current fashion trends favor comfort and versatility, with styles like "urban outdoor" and "gender-neutral dressing" gaining popularity [14][15]. - High heels are increasingly seen as incompatible with modern fashion sensibilities, which prioritize practicality and multi-functionality [16][20]. - The rise of alternative footwear options such as sneakers and loafers reflects a broader cultural shift away from high heels [12][24]. Group 3: Market Dynamics and Business Implications - Sales of high heels have been declining, with a reported annual decrease of 1.5% to 2% from 2019 to 2023 [23][24]. - Brands like Christian Louboutin are diversifying their product lines to include non-heel options, indicating a strategic shift in response to changing consumer preferences [22][24]. - The footwear market is witnessing a concentration of sales among a few leading brands, while many traditional high heel brands struggle to maintain profitability [25][26].

Core Viewpoint - The article discusses the declining relevance and popularity of high heels, particularly in professional settings, as comfort and practicality become more prioritized in fashion choices [4][19][36]. Group 1: Changing Attitudes Towards High Heels - There is a growing movement against the requirement for flight attendants, especially female ones, to wear high heels, with several airlines allowing "flat shoe freedom" [5][6]. - High heels, once seen as a symbol of professionalism and elegance, are now viewed as a burden that poses health risks, such as increased chances of sprains and chronic pain [5][15]. - The pandemic has accelerated the shift towards more casual and comfortable attire, leading to a reevaluation of traditional dress codes [14][19]. Group 2: Fashion Trends and Consumer Preferences - Current fashion trends favor comfort and versatility, with alternatives to high heels, such as sneakers and loafers, becoming more popular [20][25]. - The fashion industry is witnessing a decline in the status of high heels, as consumers increasingly seek styles that are practical and suitable for multiple occasions [22][25]. - Brands that have traditionally focused on high heels are diversifying their product lines to include more comfortable footwear options, reflecting changing consumer preferences [37][39]. Group 3: Market Dynamics and Sales Trends - Global sales of high heels have been declining, with an annual decrease of 1.5% to 2% from 2019 to 2023, influenced by shifts in work and lifestyle habits [39][44]. - The footwear market is seeing a concentration of sales among leading brands, while many traditional high heel brands are struggling or pivoting to other product lines [46][47]. - High heels are increasingly viewed as a "bad asset" in the investment landscape, with capital focusing on more profitable segments of the footwear market [47][48].

Core Viewpoint - The discussion around high heels, particularly in the context of airline staff, highlights a shift in societal norms regarding professional attire, emphasizing comfort and practicality over traditional notions of beauty and professionalism [1][6][18]. Group 1: Industry Trends - Airlines such as Spring Airlines, Shandong Airlines, and Juneyao Airlines have begun to allow flight attendants to wear flat shoes, reflecting a broader trend towards comfort in professional settings [1][6]. - The global sales of high heels have been declining, with an annual decrease of 1.5%-2% from 2019 to 2023, indicating a significant shift in consumer preferences [18][21]. - The fashion industry is witnessing a move towards more casual and comfortable styles, with high heels increasingly seen as incompatible with modern lifestyle demands [11][12][19]. Group 2: Cultural Shifts - High heels, once a symbol of femininity and professionalism, are now often viewed as "instruments of beauty" that can cause physical harm, leading to a cultural reevaluation of their place in women's wardrobes [7][17]. - The portrayal of high heels in popular media, such as in the film "Sex and the City," has shifted, with contemporary narratives focusing on comfort and practicality over traditional glamour [15][18]. - The rise of alternative footwear options, such as sneakers and casual shoes, reflects changing attitudes towards fashion and functionality, with high heels becoming less common in everyday settings [10][21][24]. Group 3: Market Dynamics - Brands like Christian Louboutin are diversifying their product lines to include non-heel options, recognizing the declining demand for high heels [18][23]. - The market for high heels is becoming increasingly concentrated, with only a few brands like Christian Louboutin and Jimmy Choo still experiencing growth amidst a broader industry decline [22][24]. - Investment firms are viewing high heel businesses as "non-performing assets," indicating a lack of confidence in the future profitability of this segment [23][24].

Group 1 - The core viewpoint of the articles highlights the significant growth and opportunities in the cross-border e-commerce sector, particularly for young entrepreneurs and traditional manufacturers adapting to new market dynamics [1][2][4][5][9]. - Young entrepreneurs like Liu Yang have experienced rapid sales growth, with his sales exceeding 800,000 yuan in just the second month of launching a cross-border retail store on the Xiyin platform [1]. - The trend of cross-border e-commerce is attracting a large number of graduates, with a projected 12.22 million graduates in 2023, favoring industries like IT, e-commerce, and software engineering [2]. Group 2 - The inclusion of cross-border e-commerce operation management as a new profession reflects the industry's alignment with technological innovation and market trends, providing clearer career paths for aspiring professionals [4]. - Guangdong province is actively supporting youth entrepreneurship with financial incentives, including a 10,000 yuan subsidy for eligible graduates who start businesses [4]. - The Ministry of Human Resources and Social Security is promoting entrepreneurship among graduates by enhancing incubation services and reducing entry barriers for young entrepreneurs [5]. Group 3 - Traditional manufacturers are revitalizing their businesses through cross-border e-commerce, with companies like a shoe factory in Huizhou increasing their workforce from 100 to over 230 employees after transitioning to online sales [5][7]. - The Xiyin platform's "on-demand supply chain" model addresses issues like unstable orders and high inventory, enabling manufacturers to scale production confidently [9]. - The collaboration between educational institutions and the industry is fostering a talent pipeline, with initiatives to bridge the gap between academic training and market needs [10].

一说高跟鞋，你可能就会默认这是女鞋，象征着女性气质和魅力。然而，高跟鞋最早其实是男鞋，而且在过去很长一段时间里，高跟鞋是男性权贵身份的 象征。 图源： wartburg.edu 而继被男性抛弃之后，现如今，高跟鞋在女性群体也没像过去那么受欢迎，年轻一代的女性正在抛弃不舒服、不实用还显得有些过时的高跟鞋，尤其是细 高跟，有些二三十岁的女性从未拥有过一双高跟鞋。 读到这里的你不妨可以回想一下：上一次看到摇摇晃晃的细高跟鞋是什么时候？ 从波斯骑兵到欧洲贵族 高跟鞋现在看着不适合用来走路，换句话说是不太实用，但其实，最初的高跟鞋就是基于"实用性"而出现的。 在公元10世纪的波斯地区，士兵们为了把脚固定在马蹬上，特意穿上带有鞋跟的鞋子，这样射箭的时候就会更稳。16世纪末，波斯国王阿拔斯一世拥有世 界上规模最大的骑兵部队，他曾派遣一个波斯外交使团前往欧洲，拜访了德国、西班牙等国的宫廷。 身材矮小的法国国王路易十四尤其钟爱高跟鞋，会穿10厘米高的高跟鞋来增高。他的高跟鞋还很华丽，鞋跟和鞋底会采用稀有且昂贵的染料制成红色的， 来展现自己的威望。路易十四甚至颁布了一项法令，规定只有 贵族和皇室成员 才能穿红色高跟鞋。 平民、中 ...

Core Insights - The brand "7or9" has successfully completed two rounds of financing within a year, indicating strong capital market interest due to its precise positioning and online marketing strategies [1][2] - Despite its success, "7or9" faces challenges in brand influence and channel layout, which may hinder its ability to expand into larger markets [1][7] Financing Details - "7or9" completed its latest financing round on May 26, raising several million yuan, led by Shangfeng Capital with continued investment from Zhonghui Capital [1] - The brand was founded in 2016 and began operations in December 2018, targeting professional women aged 25-35 in first and second-tier cities [1][2] - Previous financing rounds include a few million yuan angel round in September 2019 and a Pre-A round in July 2020, with undisclosed amounts [1] Marketing Strategy - "7or9" generates over 90% of its revenue from online sales, leveraging private traffic from over 200 WeChat groups and e-commerce platform promotions [2][3] - The brand has effectively utilized social media platforms like Xiaohongshu and Douyin for marketing, achieving over 40,000 likes on a Xiaohongshu post and nearly 1 billion total exposures on Douyin [2] Industry Context - Traditional women's shoe companies are declining, with examples like Belle International's delisting and Daphne's exit from the mainland retail market due to challenges in adapting to new retail models [5] - The failure of traditional brands is attributed to their inability to pivot from extensive offline expansions to new retail strategies, leading to high costs and product homogenization [5] Challenges Ahead - "7or9" must differentiate itself from other emerging brands that have faced challenges despite initial success, such as 73Hours and Laber three, which struggled to maintain momentum [6][7] - The brand's focus on high heels may be problematic as consumer preferences shift towards sports and casual styles, necessitating innovation in product design to meet the evolving demands of the target demographic [7] Future Plans - The recent financing will primarily be allocated to product development, team expansion, and supply chain upgrades, with a focus on integrating sports shoe materials for enhanced comfort [7] - "7or9" aims to innovate its product designs through continuous iterations and diverse accessory options to attract its target market [7]

Core Viewpoint - The article discusses the rise of "ugly shoes" as a fashion trend among young people, highlighting a shift from traditional stylish footwear to more comfortable and unconventional designs that prioritize comfort over aesthetics [1][3][4]. Group 1: Fashion Trends - 2024 is declared the year of ugly shoes, with a trend towards wearing increasingly unconventional and unattractive footwear as a statement of individuality [3][4]. - Popular styles include clogs, Ugg boots, and chef shoes, which are now embraced by a wide demographic, from celebrities to everyday workers [3][4]. - The trend reflects a broader cultural shift away from consumerism and traditional fashion norms, with young people opting for comfort and practicality [4][45]. Group 2: Specific Shoe Styles - New versions of ugly shoes are emerging, with designs that intentionally emphasize unattractiveness, such as ballet flats inspired by old-fashioned shoes and five-toe shoes [6][22]. - The popularity of mesh shoes and jelly sandals has surged, with prices reaching up to $950 for designer versions, indicating a willingness to pay for unique and comfortable designs [10][12][24]. - Brands like KEEN have gained traction among young consumers, with their outdoor shoes being worn in urban settings, showcasing a blend of functionality and style [50][58]. Group 3: Cultural Implications - The shift towards ugly shoes signifies a rebellion against traditional beauty standards and societal expectations, particularly regarding women's fashion [71][75]. - High heels are increasingly viewed as outdated and impractical, with many young women opting for comfortable alternatives that reflect a more relaxed and authentic lifestyle [81][89]. - The article suggests that this trend is not just about footwear but represents a broader cultural movement towards comfort, individuality, and a rejection of past fashion norms [89][90].

Core Viewpoint - The article emphasizes the importance of authentic consumer recommendations and the evolving preferences of young consumers, highlighting a shift towards more genuine and practical product choices in a saturated market [22][23]. Summary by Sections Consumer Insights - Over 10,000 participants contributed to a collaborative "helper manual," resulting in 3,481 real reviews and 1,482 product recommendations, which were filtered to identify 100 validated products [8][22]. - The analysis revealed that high heels are no longer recommended, while nipple covers have gained popularity, indicating a shift in consumer needs and preferences [22]. - There is a notable increase in men's interest in skincare and beauty products, with male consumers demonstrating expertise comparable to female consumers [22]. Market Trends - The diversity of purchasing channels, including second-hand, overseas shopping, and purchasing agents, is replacing traditional retail experiences [22]. - The influence of celebrity endorsements remains, but consumers are increasingly inclined to purchase smaller, aesthetically pleasing items rather than high-profile products [22]. Consumer Behavior - The findings suggest that young consumers are not losing their desire to spend; rather, they seek more authentic recommendations and precise choices [23]. - The "Best 100" list serves as a practical guide in an information-overloaded environment, aiming to help consumers rediscover the joy of thoughtful selection and emotional connection to products [23].