编者按： 不卷款式的新潮，卷面料和功能性。 现在的国货品牌开始在抖音不整花活，认认真真靠内容吸引消费者了！ 有品牌跻身销量第一，有品牌单款服装卖出25w件…… 推荐你看这篇文章，看看"老品牌"们都是如何焕发业绩第二春的。 这种通过直播间直抵用户的品牌价值传递，尤其成为老国货品牌的破局密钥，助力它们在抖音重新激活生命力。 这种策略确实有效。刚刚过去的这个双11，多个国货老品牌凭借长期主义的经营逻辑，在抖音电商实现亮眼突破： 曾被视为"爸爸的衣橱常客"的利郎，以男装销量榜前列的成绩颠覆刻板印象；鸭鸭单款羽绒服的销量就突破了25万件。 这些成绩背后藏着老国货焕新的核心逻辑：主动摒弃"透支品牌换销量"的短期策略，转而依托抖音电商构建"内容搭建-研发投入-品牌升级"的正向增长循 环。 重塑品牌刻不容缓 "你见过真正的铠甲吗?"在利郎抖音直播秋季新品发布会上，这个老牌男装给它的男性消费者带来了充满想象力的解决方案。"我们一直在想，现代男人的 铠甲，应该是什么模样。" "铠甲"这样浪漫的想象，并非金属与兽皮的古老意象，而是精准击中当代男性通勤痛点的功能美学： 在抖音做生意，想要"一招鲜，吃遍天"，是万万不能的。 品牌做内容 ...

Core Insights - The live e-commerce industry is undergoing a significant transformation, shifting from traditional promotional tactics to a focus on professional knowledge and quality competition, driven by increasingly rational consumers [1][2][6] - This transformation is characterized by the integration of elements such as third-party testing reports, live demonstrations of production processes, and raw material traceability, which are becoming standard in live streaming sessions [1][2] Industry Trends - The industry is moving from a "traffic game" to "trust building," emphasizing the importance of professional content and user trust as core components of value creation [2][5] - Brands are enhancing their training systems for hosts and planning to introduce content related to raw material sourcing and factory visits to deepen trust with consumers [2][5] Content and Service Evolution - Live streaming has evolved from pure promotional activities to a comprehensive approach that combines content, service, and trust [3][5] - Brands are focusing on core products with technical barriers rather than low-priced items, enhancing the professionalism of hosts and upgrading content to include in-depth product explanations [3][6] Consumer Engagement - The use of scenario-based experiences in live streaming has significantly improved product presentation, allowing consumers to intuitively understand product utility and aesthetics [3][6] - The demand for professional content, such as styling advice and parenting knowledge, is becoming crucial for differentiation in categories like maternal and infant products [3][6] Policy and Market Dynamics - The transformation towards quality in live e-commerce is being accelerated by supportive policies, platform governance, and innovative business practices [5][6] - The Ministry of Commerce has indicated that the digital consumption scale in China is expected to reach 23.8 trillion yuan in 2024, highlighting the potential for diverse and quality consumption [5][6] Industry Maturity - The live e-commerce sector is transitioning from rapid initial growth to a more mature phase, which is essential for protecting consumer rights and enhancing manufacturing efficiency [6] - The shift from a "selling" model to a professional and content-driven approach is a natural outcome of market maturation and consumer upgrading [6]

Core Viewpoint - The future of Wanlin Logistics is overshadowed by a significant tax penalty, raising concerns about its operational viability and the reputation of its controlling shareholder, Fan Jibo [1][9]. Group 1: Tax Investigation and Its Implications - A tax investigation revealed that Shuqian Bifan E-commerce Co., Ltd. is facing penalties for tax violations, with potential liabilities exceeding 120 million yuan (approximately 18 million USD) [2][3]. - Fan Jibo, the actual controller of Wanlin Logistics, is linked to the tax case through connections to Shuqian Bifan, which raises questions about his business practices and the company's compliance [3][9]. Group 2: Profile of Fan Jibo - Fan Jibo, born in 1984, has a background in e-commerce and has successfully transformed Duck Duck Co. into a leading brand, leveraging his experience to drive sales growth during the pandemic [4][5]. - His investment in Wanlin Logistics, amounting to approximately 800 million yuan (around 120 million USD), has not yielded positive results, contrasting sharply with his success at Duck Duck [5][6]. Group 3: Wanlin Logistics' Operational Challenges - Wanlin Logistics specializes in wood import logistics but has faced declining revenues since Fan Jibo's acquisition, with a 2024 revenue forecast of only 41% of 2020 levels, reflecting a compound annual decline of 20.1% [6][7]. - The company reported significant losses, with net profits plummeting from 48 million yuan in 2020 to losses of 283 million yuan and 598 million yuan in 2021 and 2022, respectively, erasing a decade of accumulated profits [7][8]. Group 4: Future Prospects and Challenges - Despite the operational difficulties, there are suggestions that Duck Duck could potentially acquire Wanlin Logistics to alleviate its financial troubles, although management has denied any current plans for restructuring [8][9]. - The ongoing tax issues and previous warnings from regulatory bodies pose significant hurdles for any potential restructuring or asset injection, complicating Wanlin's path forward [8][9].

Core Viewpoint - The article discusses the rise and challenges faced by Yaya Co., a prominent Chinese down jacket brand, highlighting its impressive sales growth and the quality issues that have emerged, potentially threatening its reputation and future growth [2][29]. Group 1: Company Background and Growth - Yaya Co. has a rich history, being the manufacturer of China's first down jacket since 1972, and has become a representative of domestic brands with significant sales growth from 80 million to nearly 20 billion in GMV from 2019 to 2023 [2][29]. - The brand has successfully positioned itself in the lower-tier markets, offering high-cost performance down jackets priced between 100 to 1000 yuan, which has made it a popular choice among consumers [2][29]. Group 2: Quality Issues and Consumer Feedback - Despite its success, Yaya has faced numerous complaints regarding the quality of its products, particularly concerning unpleasant odors and poor craftsmanship, which have raised questions about its quality control [6][12][13]. - Specific complaints include persistent duck odor, issues with seams, and inadequate customer service responses, leading to a loss of consumer trust [7][15][18][22]. Group 3: Regulatory Scrutiny and Compliance - Yaya has been subject to regulatory scrutiny, with multiple instances of its products failing quality inspections due to inadequate down content and other critical quality metrics [24][26][27]. - The company has also faced penalties for false advertising, indicating a pattern of quality and compliance issues that could undermine its market position [27][28]. Group 4: Marketing and Future Strategies - In response to market challenges, Yaya has initiated a restructuring plan with a total investment of 1.5 billion yuan, focusing on e-commerce and live-streaming sales to attract younger consumers [36][39]. - The company aims to solidify its online presence, enhance offline consumer experiences, and explore international markets as part of its growth strategy [45][46].

Core Insights - The market landscape has been reshaped over the past decade, particularly in the e-commerce sector, which has shown a trend towards decentralization rather than concentration, driven by diverse consumer needs [1] - The concept of "consumption equality" has evolved, particularly in lower-tier markets, where consumers are experiencing an upgrade in purchasing power and access to quality products at lower prices [2] - Duck Duck down jackets exemplify this trend, having undergone significant reforms to position themselves as a cost-effective option while maintaining high quality standards [2][4] Industry Trends - The first wave of consumption equality allowed lower-tier market consumers to purchase a variety of goods at lower prices, while the second wave, influenced by post-pandemic conditions, has enabled consumers to access previously high-priced goods and services at more affordable rates [2] - The brand Duck Duck has adopted a high fill power down (90%+) that exceeds industry standards, ensuring warmth and quality for consumers [2] - The brand is also the first to sign a contract for Icelandic goose down, enhancing its product quality [2] Quality Assurance - Duck Duck is enhancing its quality traceability system across all production stages, ensuring complete quality records and the ability to quickly trace and resolve issues [4] Consumer Behavior - In the current social media era, consumers prioritize "value for money" over brand prestige, challenging brands to control costs while upgrading quality [5] - Duck Duck has successfully aligned its offerings with consumer demand for high quality at competitive prices, leveraging technology to reduce costs and redefine brand value [5] Design and Innovation - The design of Duck Duck down jackets has significantly improved, moving away from outdated styles, with products featured in Milan Fashion Week and designed by renowned international designers [6] - The YAYA design platform supports the brand by gathering global design talent, ensuring a continuous flow of diverse styles and aesthetics [6] Marketing Strategy - Duck Duck employs a targeted marketing strategy through e-commerce and scenario-based channels, optimizing traffic acquisition and conversion rates [8] - The brand operates multiple store types on platforms like Douyin, catering to different demographics and styles, while dynamically adjusting marketing budgets based on real-time performance [8] - The shift from "mass production" to "precise creation" reflects a broader industry trend towards innovation driven by consumer demand, positioning brands like Duck Duck for sustainable growth [8]

Core Viewpoint - Duck Duck, a traditional Chinese down jacket brand, has transformed from a forgotten name to a leading player in the market, achieving over 20 billion in online GMV in 2023, a 200-fold increase from 2019, and is preparing for an IPO, positioning itself as the "Xiaomi of down jackets" [8][10][60]. Group 1: Brand Transformation - Duck Duck was once a low-profile brand with only 80 million in online GMV in 2019, but has now become a top player with over 20 billion in 2023 [8]. - The brand's resurgence is attributed to innovative marketing strategies and a strong online presence, including collaborations with over 50 e-commerce operators [24][28]. - Duck Duck has adopted a diverse endorsement strategy, featuring popular figures across different demographics, enhancing its appeal to a broad consumer base [21][22]. Group 2: Marketing Strategies - The brand has utilized unconventional marketing tactics, such as summer live-streaming from snowy mountains, to capture consumer attention during off-peak seasons [30]. - Duck Duck has also made a significant push into international fashion events, like Milan Fashion Week, to elevate its brand image [32]. - The brand's marketing approach has successfully redefined its image from a traditional label to a trendy, fashionable choice [34]. Group 3: Supply Chain and Product Strategy - Duck Duck's supply chain is highly digitized, allowing for rapid response to market trends, with a 90% sell-through rate and a 10-15 day reorder time [42][46]. - The brand maintains high quality standards, using 90% down in its products, exceeding national standards [44]. - Duck Duck aims to penetrate the high-end market by utilizing premium materials, such as Icelandic down, while keeping prices accessible [54][56]. Group 4: Future Prospects - Analysts predict that Duck Duck could reach a market valuation of 100 billion post-IPO, similar to the recent success of brands like Mixue Ice City [62][68]. - The company is actively planning international expansion into markets like Russia, South Korea, and North America, targeting high-demand regions for down jackets [73][75]. - Duck Duck is also focusing on revitalizing its offline retail presence, with plans to open flagship stores and modernize its sales network [85][88].

Core Viewpoint - Duck Duck down jacket aims to achieve a market value of 100 billion by leveraging its historical roots and strategic partnerships in the industry [1][3][17] Group 1: Company Growth and Strategy - Duck Duck down jacket has experienced a remarkable growth from 80 million GMV to 20 billion GMV over the past five years, marking a hundredfold increase [5] - The company is facing challenges such as industry ceilings, rising raw material costs, and a trust crisis, prompting a need for new strategies to navigate uncertainties and find a second growth curve [5][11] - The brand plans to enhance its offline market presence while solidifying its e-commerce foundation, focusing on creating a new retail ecosystem driven by customer experience [9][12] Group 2: Market Position and Competitive Advantage - Duck Duck down jacket is positioned as a national brand with a competitive edge in price-performance ratio, allowing it to capture market share even in a challenging economic environment [11][12] - The company is committed to digital transformation and technological innovation, aiming to reshape the traditional development path of the down jacket industry [13] Group 3: International Expansion and Strategic Acquisitions - The brand is looking to expand internationally by opening flagship stores in key markets such as North America, South Korea, and Russia, and by entering major e-commerce platforms [9][12] - Duck Duck down jacket aims to enhance its global presence through strategic acquisitions of overseas brands, integrating Chinese wisdom and business models into international markets [9][12] Group 4: Policy Support and Future Outlook - The Jiangxi provincial government's policies are providing strong support for the company's listing ambitions, aligning with regional strategies for industrial upgrading and brand internationalization [15] - Duck Duck down jacket is on the verge of a significant transformation, evolving from a single-channel brand to a comprehensive ecosystem, and from a domestic manufacturer to a global brand [17]

Core Viewpoint - Duck Duck has announced a strategic goal of "three years to go public, with a market value of 100 billion" during the 2025 global strategy release and ecological partner summit [2] Group 1: Strategic Goals - The company aims to accelerate its IPO process in collaboration with the Jiangxi government under the "Ying Shan Hong" plan, which supports outstanding local enterprises [2] - The market analysis indicates that the core logic of industry competition revolves around cost and efficiency, with Duck Duck claiming to have a more advantageous cost structure and operational efficiency compared to SHEIN [2] - The company has set its market value target at 10% of SHEIN's peak valuation, which translates to a goal of 100 billion [2] Group 2: Market Positioning - Duck Duck draws parallels with Anta, a leading domestic apparel company with a market value of approximately 260 billion HKD, attributing its success to strong product functionality and successful overseas expansion [2] - The company emphasizes its focus on product functionality while offering more affordable pricing compared to competitors [2] - Duck Duck plans to actively seek quality acquisition targets globally as part of its overseas expansion strategy [2] Group 3: International Expansion - Recent developments indicate that due to increasing trade protectionism in the U.S., many international brands have lowered their prices and are seeking to sell their brands, creating favorable conditions for Duck Duck's acquisitions [2] - The company has noted a significant increase in inquiries from international brands looking to collaborate or sell, which accelerates its acquisition process [2]

Core Insights - Duck Duck Group announced three major strategies at the 2025 Global Strategy Release and Ecological Partner Summit on April 27 [1] Group 1: Online Strategy - The company aims to deepen its online presence and stabilize its foundational market. Since the share restructuring in 2020, the brand's GMV has seen over a hundredfold growth. As the e-commerce industry enters a deep adjustment phase, Duck Duck will accelerate the development of new online channel models, shifting from basic scale expansion to refined operations [3] - The company will maintain a multi-track approach, including traditional shelves, live streaming, and private domain e-commerce, while customizing exclusive operational strategies based on platform characteristics to enhance the precision management of online channels [3] - Duck Duck plans to upgrade its content matrix across all platforms to ensure continuous innovation and high-quality output, deepening the connection between the brand and consumers for long-term e-commerce development [3] Group 2: Offline Strategy - The company will focus on consumer experience by building a professional talent team and continuously upgrading terminal stores under the three core drivers: "precise tiered store expansion + digital joint operation system + down jacket ecological circle" [3] - Through unique storytelling experience spaces, Duck Duck aims to strengthen emotional connections with consumers and utilize centralized scenarios to amplify brand communication effectiveness and enhance scene value conversion efficiency [3] Group 3: Global Expansion - Duck Duck plans to expand globally by strategically positioning itself in countries and regions with suitable climates. The brand will utilize cross-border e-commerce and establish overseas offline brand stores to broaden its consumer reach [3] - The company intends to open flagship stores in landmark shopping districts in North America, South Korea, and Russia, while also entering major e-commerce platforms such as Amazon, TikTok, and Tmall International to build a comprehensive international sales network [4]