Closing comprehensive evaluation

　　A shares:

　　On December 1st, the Shanghai and Shenzhen stock indexes fluctuated downward in the morning and rebounded in the afternoon, and the three major stock indexes all turned red in intraday trading. As of the close,Up by 0.07%,Down 0.07%,Up 0.19%. In terms of plates, short playsThe concept has soared.20% daily limit,、Waiting for the daily limit;Rising in the afternoon,、、Waiting for the 20% daily limit,Many stocks have risen by more than 10%; The news said that state-owned capital operating companies entered the market to buy.,The concept stocks rose in the afternoon.Daily limit; Internet, media,, software,、Waiting for the top increase; A few sectors such as automobiles and hotel catering fell.

　　Hong kong stocks:

　　Hong Kong’s Hang Seng Index closed down 1.25%, and the Hang Seng Technology Index fell 1.76%.It fell by nearly 11%.Electronics fell more than 5%, Meituan,Xiaomi Group fell nearly 3%.

　　Asia-Pacific stock market:

　　The Nikkei 225 index fell by 0.17%, and the KOSPI index of South Korea fell by 1.19%.

　　Counting a shares:

　　1. The turnover of Shanghai and Shenzhen stock markets today was 834.1 billion.

　　2. On December 1st, as of the closing of A-shares, the total net sales of northbound funds was 4.997 billion yuan, of whichThe net sale was 4.062 billion yuan,Net sales of 935 million yuan. The turnover of northbound funds was 120.307 billion yuan, accounting for 14.42% of the total turnover of A shares, and the trading activity decreased by 7.15%.

　　Hot spot focusing

　　1. Office of the Central Financial Committee and the Central Financial Work Committee: Insist on preventing and controlling risks as the eternal theme of financial work.

　　The Office of the Central Financial Committee and the Central Financial Work Committee wrote "Unswervingly Take the Road of Financial Development with China Characteristics" in Qiushi. Among them, it is mentioned that risk prevention and control should be the eternal theme of financial work. To take the road of China’s characteristic financial development, we must attach great importance to the infectivity, concealment and destructiveness of financial risks, strengthen the sense of hardship, firmly establish the bottom line thinking and extreme thinking, do a good job in risk prevention and control with the sense of responsibility of "always worrying", and firmly hold the bottom line that systematic financial risks will not occur.

　　2. Guoxin Investment announced that it will increase its holdings of the CSI Guoxin Central Enterprise Science and Technology Index.

　　China Guoxin Holdings Co., Ltd. was released on December 1.It is said that its Guoxin Investment Co., Ltd. increased its holdings of the CSI Guoxin Central Enterprise Science and Technology Index Fund today and will continue to increase its holdings in the future.

　　3. Caixin China Manufacturing Industry in November.It rose to 50.7, the highest in three months

　　The manufacturing PMI of Caixin China in November 2023, which was announced on December 1st, recorded 50.7, up 1.2 percentage points from October, and returned to the expansion range, reaching a three-month high.

　　4. The US judge issued a preliminary injunction against the TikTok ban in Montana.

　　On November 30th, Judge Donald molloy of Missoula Branch of the Federal District Court for the District of Montana issued a preliminary injunction, temporarily prohibiting Montana from implementing the injunction against TikTok. According to the preliminary injunction, the ban on TikTok in Montana should be prevented from being implemented, because the claims made by TikTok and its creators as plaintiffs are reasonable, and the ban on TikTok issued by Montana may violate the freedom of speech clause of the First Amendment of the US Constitution, the federal priority setting in the US legal system and the commercial clause of the US Constitution.

　　5. Shanghai issued Several Opinions on Promoting the Reform, Innovation, Development and Construction of the World’s Leading Science and Technology Park in Zhangjiang High-tech Zone.

　　The General Office of the Shanghai Municipal People’s Government issued a notice on Several Opinions on Promoting the Reform, Innovation, Development and Construction of the World’s Leading Science and Technology Park in Zhangjiang High-tech Zone, with the goal of benchmarking the world’s leading science and technology park, and striving to form a management system and mechanism with strong overall planning, consistent powers and responsibilities, urban linkage, synergy and high efficiency in three years, so as to create a leading industry.A high-quality park with perfect, relatively concentrated space and vibrant ecology.

　　6. Wuhan: Support the development.Car trade-in, car going to the countryside and other automobile consumption promotion activities.

　　The Wuhan Municipal Government issued the Notice on Several Policies and Measures to Enhance the Development of Endogenous Motivation and Promote Economic Recovery. It is mentioned that boosting bulk consumption. Tap the potential of automobile consumption and support various enterprises and business associations to carry out various automobile consumption promotion activities such as car trade-in and car going to the countryside; Through the government’s centralized procurement of new and updated ordinary official vehicles, in principle, the proportion of car use is not less than 80%; Reward policy with sufficient points, supportThe promotion and use of automobiles. Support the promotion of green smart home appliances, encourage green home appliance production and sales enterprises to benefit the people and trade in the old ones, and promote smart home appliances, integrated home appliances, functional home appliances and other products.

　　Company news

　　1、In November, the automobile sales volume was 20,318 vehicles, up 145.92% year-on-year.

　　(601127) On the evening of December 1st, it was announced that the sales volume of Celestial vehicles in November was 20318, up by 145.92% year-on-year.

　　2、15,959 units were delivered in November, up 12.6% year-on-year.

　　On December 1, the delivery volume in November 2023 was announced, and a total of 15,959 new cars were delivered, a year-on-year increase of 12.6%; From January to November 2023, a total of 142,026 new cars were delivered, a year-on-year increase of 33.1%.

　　3、In November, a total of 20,041 new cars were delivered, a year-on-year increase of 245%.

　　According to official sources, a total of 20,041 new cars were delivered in November, up 245% year-on-year. The monthly delivery exceeded 20,000 units for two consecutive months, hitting a new high in a single month.

　　4、: Stop planning to split the holding subsidiary into the main board of Shenzhen Stock Exchange and apply for listing on the New Third Board.

　　(603367) announced on the evening of December 1, according to the company’s first temporary in 2023.Authorized by the general meeting, the board of directors agreed to terminate the plan to split Shandong Chenxin Fodu Pharmaceutical Co., Ltd. (referred to as "Fodu Pharmaceutical"), a holding subsidiary, into Shenzhen.The listing of the main board of the Exchange (referred to as "split listing"), and agreed that Fodu Pharmaceutical applied for listing in the National Small and Medium-sized Enterprise Share Transfer System (New Third Board) (referred to as "this listing"). After this listing, Fodu Pharmaceutical will seek to be listed on the Beijing Stock Exchange according to the future capital market environment and strategic development needs.

　　5. AITO series delivered 18,827 new cars in November.

　　The reporter learned that in November, 2023, HarmonyOS Zhixing’s AITO series delivered a total of 18,827 new cars. The new M7 delivered 15,242 new cars, with a cumulative delivery of over 27,000.

　　6、Since the beginning of this year, the investment in public real estate loans has exceeded 300 billion yuan.

　　According to "China" official micro, China actively docked a number of key real estate enterprises, and conducted in-depth business exchanges in the form of one-on-one to discuss the cooperation between banks and enterprises under the new situation, helping to build a new model of real estate development. Since this year,Corporate real estate loans have exceeded 300 billion yuan, and personal housing loans have reached nearly one trillion yuan. At the same time, we actively cooperate with the work of "guaranteeing the delivery of buildings" and increase support for new real estate areas that meet national policies. In the next step, we will actively practice the responsibility of state-owned banks, focusing on rigid and improved housing, rental housing and other fields, and three major projects, such as "village in the city, affordable housing, and emergency use".Loans, personal housing mortgage loans,Increase resources investment in loans, syndicated loans and bond underwriting and investment, and support the multi-dimensional and reasonable financing needs of housing enterprises in each cycle. At the same time, firmly adhere to the "two unwavering", for non-state-owned housing enterprises, from optimizationPolicies, speeding up the examination and approval of loans, and clarifying the duty exemption, etc., establish and improve the long-term mechanism of "dare to lend, be willing to lend, be able to lend, and be willing to lend", and continuously improve the service quality and support for non-state-owned housing enterprises.

　　A fantastic journey from Changsha to Hangzhou with a cup of milk tea.

　　Is it illegal to purchase "online celebrity milk tea" across provinces?

　　Recently, Modern China Tea Shop, the "online celebrity milk tea" in Changsha, Hunan Province, was purchased by other provinces, which once again attracted attention from all walks of life. Some netizens broke the news that some people specialize in purchasing Modern China Tea Shop milk tea business and can earn thousands of dollars at a time.

　　● Due to the need for long-distance transportation, inter-provincial purchasing has brought great challenges to the quality and reputation of milk tea. Modern China Tea Shop responded that he did not support any purchasing behavior, hoped that the purchaser would stop this behavior, and also called on consumers not to purchase milk tea.

　　● Does inter-provincial purchasing behavior violate relevant laws and regulations? Some people think that cross-provincial purchasing of online celebrity drinks or food has food safety hazards for consumers and illegal risks for purchasers in different places, so it is best not to try; Some people think that this is a civil agency, not an illegal operation.

　　□ "Rule of Law Weekend" reporter Liu Xiping

　　"Purchasing Modern China Tea Shop, the whole process of high-speed rail freezing preservation, can be purchased in many places, and interested parties can consult … …”

　　Recently, Modern China Tea Shop, the "online celebrity milk tea" in Changsha, Hunan Province, was purchased by other provinces, which once again attracted attention from all walks of life. Some netizens broke the news that some people specialize in purchasing milk tea in Modern China Tea Shop. Buyers buy milk tea from Changsha through the take-away platform, and then take the high-speed train to and from Hangzhou, Zhejiang and other places. After the milk tea arrives in other cities, guests pick up the goods by flash delivery. Buyers can earn thousands of dollars in one trip.

　　On July 14, Modern China Tea Shop responded to this purchasing phenomenon in his official Weibo: "Modern China Tea Shop does not support any purchasing behavior, and hopes that buyers will stop this behavior and also appeal to consumers not to buy milk tea."

　　Whether this cross-provincial purchase of "online celebrity milk tea" violates relevant laws and regulations has aroused heated public debate. The reporter conducted an interview on this.

　　Online celebrity milk tea cross-province daigou

　　You can earn thousands of dollars by running.

　　Modern China Tea Shop is a brand of Hunan Tea Yue Catering Management Co., Ltd.. The company was established in March 2015, focusing on tea and desserts. Because of its high popularity and reputation in Changsha, many consumers buy Modern China Tea Shop milk tea every day, which has become a popular "online celebrity milk tea".

　　However, this "online celebrity milk tea" has recently encountered difficulties in purchasing it across provinces. According to media reports, Modern China Tea Shop milk tea, which sells at 12 yuan in Changsha stores, was purchased by a special person, and the price approached 60 yuan when it arrived in the hands of Hangzhou guests.

　　The informant told the reporter that these purchasing personnel first collected and sorted out orders through the purchasing applet in their city. When the number of orders reached a certain number, they began to take the high-speed train or plane to Changsha to pick up the goods — — Place an order on the takeaway before departure, and contact to pick up the goods after arriving at the train station. Put the goods in a special incubator immediately after they arrive, and then return. Despite the long distance and time, business is still booming.

　　The person who broke the news said that before purchasing orders for 100 cups a day, it has now increased to 200 cups, and it is still in short supply, and the profit per round trip can reach 2,500 yuan. According to reports, the "Latte of Youlan" and "Oolong of Sound" in Modern China Tea Shop are 16 yuan and 15 yuan respectively, and they were sold to 39 yuan after purchasing in Hangzhou. If two people take the high-speed train from hangzhou east railway station to Changsha South Station for purchasing, it will be 1620 yuan for them to take the second-class high-speed train ticket back and forth. If you buy 200 cups at a time, excluding the costs of labor, dry ice, foam boxes, taxis, etc., one cup of milk tea can earn 23 yuan, and 200 cups is 4,600 yuan. Excluding the cost of tickets, two people can earn 2,500 yuan.

　　The reporter combed the news disclosed by the media and found that the business of purchasing Modern China Tea Shop milk tea has emerged in recent years, not only in Hangzhou, but also in Nanchang, Jiangxi, Hefei, Anhui and other cities around Changsha. The mode is that consumers book in advance. After reaching a certain number, the purchaser places an order in advance on the mobile phone, and then takes the high-speed train to pick up the goods and go back and forth one day.

　　There are food safety hazards.

　　Shops crack down on purchasing behavior

　　In the interview, the reporter learned that milk tea with breast covers in summer has a short storage time, so it is necessary to observe whether the cream has melted when drinking. If the cream has melted, it will have a slightly sour taste. In this case, it is generally not recommended to drink, because milk tea has deteriorated, and the deteriorated milk tea contains a lot of sugar, which is easy to breed bacteria.

　　Due to long-distance transportation, it is difficult to guarantee the quality of milk tea. The appearance of inter-provincial purchasing has undoubtedly brought great challenges to the quality and reputation of Modern China Tea Shop milk tea.

　　In the face of the increasing cross-provincial purchasing, Modern China Tea Shop responded in the official Weibo on July 14th that Modern China Tea Shop does not support any purchasing behavior, and hoped that purchasers would stop this behavior, and also appealed to consumers not to purchase milk tea from any channel. Modern China Tea Shop milk tea bought by consumers through cross-city purchasing is not only particularly expensive, but also particularly unpalatable, and it is likely that the milk tea bought is not produced in Modern China Tea Shop at all.

　　Modern China Tea Shop also said that their milk tea is made on the spot, with short shelf life and harsh storage conditions. A cup of milk tea on the spot is transported for a long distance without suitable and stable storage conditions, which poses great food safety risks.

　　"Food safety is greater than the sky, and this kind of purchase that has touched the red line of food safety will be ‘ One-vote veto ’ . As the related report said, in order to crack down on milk tea purchasing, our stores will verify the purchase reasons when they receive large orders. If it is confirmed as a purchasing behavior, the store will refuse to take the order. I really don’t dare to be lucky in everyone’s health, and I hope everyone can understand more. " Modern China Tea Shop said.

　　On the morning of July 16th, the reporter called the escort agency store of Modern China Tea Shop Shuangta International Plaza in the name of ordinary consumers to order 100 cups of milk tea, but the store staff refused to accept this order on the grounds that the order was too large to take orders.

　　However, some insiders believe that it is still unknown whether Modern China Tea Shop’s move has any effect on cracking down on purchasing behavior. "If Modern China Tea Shop doesn’t accept big orders, the purchaser may break them into parts and find some people to buy them locally, which will only increase the purchasing cost."

　　Then, does the railway department have any relevant restrictions on the behavior of carrying hundreds of cups of milk tea on the high-speed rail? To this end, the reporter called the 12306 railway service hotline for consultation on July 15. The railway staff replied that according to the relevant regulations of the railway department, passengers can carry common liquids, such as drinking water, when taking the high-speed rail. "As long as each person carries no more than 20 kilograms. After some trials at the pit stop, you can still bring the high-speed rail. " Obviously, the railway department can’t stop the pace of cross-provincial purchasers.

　　Inter-provincial purchasing sparked heated discussion

　　Whether it is illegal or not is inconclusive.

　　Does this cross-provincial purchasing behavior violate relevant laws and regulations?

　　Some people think that such an inter-provincial purchasing activity actually involves three civil contracts: one is the agency contract between the purchaser and the client, which is an equal and voluntary civil contract. As long as the wishes of both parties are true and the contents involved are not illegal, it is legal and effective, and there is no legal basis for the statement that purchasing can only be limited to acquaintances and friends; The second is the sales contract between the purchaser and Modern China Tea Shop, which is not controversial; The third is the passenger transport contract between the purchaser and the high-speed rail, which is no problem. Since the above three contracts involved in purchasing are legal and valid, it is obviously a bit arbitrary to rashly assert that this cross-provincial purchasing is suspected of illegal operation.

　　"Purchasing milk tea across provinces is a labor income in itself. I don’t think it has reached the level of seriously disrupting market order and should not be illegal." A lawyer in Changsha talked to reporters about his views.

　　Huang Jie, a professor at the Law School of Hunan Normal University, believes that this kind of large-scale purchasing behavior aimed at making profits and targeting unspecified people is suspected of multiple violations.

　　Huang Jie introduced that according to the relevant provisions of the Food Hygiene Law, food producers and operators refer to all units or individuals engaged in food production and operation. Food production and marketing personnel engaged in food production and marketing without obtaining a health certificate, or those who are not allowed to contact directly imported food due to illness and are not transferred according to regulations, shall be ordered to make corrections and may be fined not more than 5,000 yuan.

　　"This kind of inter-provincial purchasing involves the acquisition, storage, transportation, sales and other links in food production and operation. Purchasing personnel engage in food transportation without personal health certificates, which obviously violates the Food Hygiene Law." Huang Jie said that milk tea is easy to deteriorate and breed bacteria after long-distance transportation, which will endanger the health of the client in serious cases.

　　Huang Jie believes that food is a special commodity, and Article 2 of the Food Hygiene Law clearly stipulates that the state implements a food hygiene supervision system. This kind of profit-oriented large-scale purchasing for unspecified objects has already belonged to food business activities.

　　"Because it is out of the supervision of relevant departments, it has actually disrupted the market order and belongs to illegal business activities. At present, according to the analysis of news reports, the circumstances may not be serious, so it is not necessary to apply criminal law to deal with it for the time being. However, if this kind of behavior continues, which constitutes serious circumstances or causes serious consequences, it may constitute the ‘ Other illegal business practices that seriously disrupt the market order ’ Relevant departments can investigate and deal with it according to law. " Huang Jie said.

　　In Huang Jie’s view, this kind of cross-provincial purchasing can easily lead to disputes. "The entrusting party does not know the real name, identity and address of the purchasing party, and it is also difficult to investigate and verify. Many entrusting parties conduct transactions by paying first and then receiving goods, which is prone to the loss, damage or non-conformity of goods. Once there is a dispute over rights and interests, the entrusting party may encounter many obstacles in safeguarding rights. In addition, these ‘ Operator ’ It is also suspected of tax evasion and other issues that violate tax laws. "

　　Huang Jie suggested that purchasing drinks or foods in online celebrity across provinces may pose food safety risks to consumers and illegal risks to purchasers in different places, so it is best not to try.

　　Lawyer Li Jinbao, a partner of Beijing Gancheng Law Firm, believes that purchasing goods belongs to agency behavior and belongs to the legal relationship between consumers and purchasing agents or businesses. "Inter-provincial purchasing ‘ Online celebrity milk tea ’ This kind of purchasing behavior obviously has huge profits, which belongs to paid agency behavior and business behavior, and should be strictly registered according to law. "

　　Li Jinbao analyzed that according to the relevant provisions of the E-commerce Law, which came into effect on January 1, 2019, the for-profit "purchasing" activities that take place in China and undertake and carry out business through information networks belong to e-commerce activities and need to be regulated by the E-commerce Law.

　　"Although there is no clear definition of business activities in the law, business activities have two basic characteristics: facing unspecified objects and aiming at profit." Li Jinbao said that if you buy goods on behalf of specific relatives and friends by traveling, even if you charge a certain reward or reward, it should not be considered as a business activity; And if for the purpose of profit, people buy goods on behalf of many people with high frequency, multiple times and high amount, it should be regarded as business activities and should be bound by e-commerce law.

　　Li Jinbao believes that, according to the requirements of the E-commerce Law, natural persons engaging in "purchasing" business are commercial services, and they must obtain business licenses, obtain corresponding administrative licenses, complete tax registration and pay taxes according to law. "This kind of inter-provincial purchasing ‘ Online celebrity milk tea ’ If there is no relevant qualification, it can be considered as illegal business activities. "

At the end of 2023, ACE-YKYB, a clothing brand headed by Z.TAO, opened its first offline store in Hangzhou Yaowang X27 Theme Park. The overall design was mainly gray and white, focusing on young trends. ACE-YKYB, whose full name is YOUNG KING YOUNG BOSS, was founded by Z.TAO and his team in 2019.

It is nothing new for stars to enter the clothing industry and create personal brands. According to incomplete statistics, at least 20 personal fashion brands created by domestic stars are active in the market.

In 2023, under the upsurge of physical consumption, old brands returned to the market, new brands actively explored offline, and star street brands gradually recovered.

At the same time, there are still star street brands closing stores and withdrawing from the market. Just like the ever-changing popularity, traffic is easy to disappear, and star brands are always short-lived and criticized for "cutting leeks". How to find a long-term development model is a common problem in the industry.

one

There are still star street brands shrinking in closing stores.

As early as 2003, CLOT, founded by Edison Chen, had brought a wave of entertainment stars from Hong Kong, Taiwan and the mainland to create personal brands. The trendy brands that appeared at that time-PHANTACi from Jay Chou, STAYREAL from A Xin in May and MADNESS from Shawn Yue-were still active in the market.

In the next twenty years, more and more star fashion brands were just a flash in the pan, and after a short boom, they gradually fell silent and were finally forgotten. For example, DUEPLAY in Ryan, WDMD in Bao Beier, and STAGE…… in Show Lo … have all become history, and some once-hot brands have inevitably declined.

Looking back on 2023, there are still star street brands shrinking in closing stores. At the beginning of the year, Shawn Yue’s personal brand MADNESS, which was founded nine years ago, adjusted its business line, and the online Tmall flagship store stopped operating. Subsequently, its first offline store in Sanlitun, Beijing, and the only brand direct store in the mainland also closed.

Source: HYPEBEAST

In June, YCY withdrew from the ranks of shareholders of Shanghai Rixin Yueyi Brand Management Co., Ltd., a subsidiary of BABT, and actually withdrew from the brand; The first offline life concept store of CANOTWAIT_, a trendy brand founded by William Chan, which landed in Shanghai in 2022, has not been searched at present.

Before that, in 2022, the star street brand experienced a fierce tide of closing stores. In July 2022, SMUDGE, a JJ Lin trendy clothing brand that once opened physical stores in shanghai new world and Wuhan centers, closed its last store in Changle Road, Shanghai, leaving only online sales channels.

On May Day, STAYREAL, a trendy brand founded by A Xin and illustrator Buerliang, closed the Xidan Joy City store and withdrew from the Beijing market. At its peak, STAYREAL once had more than 40 stores, and now there are only five, located in Shanghai, Guangzhou, Changsha and Suzhou.

Also in 2022, Edison Chen’s personal brand JUICE closed its stores in Taikooli in Beijing and Taikooli in Chengdu. At present, there are only three stores in China, namely Shanghai, Chengdu and Guangzhou, and the goal of "opening 50-100 stores" has long been dashed.

Source: CLOT official website

At the same time, new brands are emerging. At the end of 2022 and the beginning of 2023, Nana Ou-yang’s personal brand nabi and Dylan’s personal brand D.Desirable appeared one after another.

New brands are emerging quickly, and "rollover" is also fast. The first product series "Yunduo Capsule Series" launched by nabi, a personal brand in Nana Ou-yang, is hotly debated because of its high price and low quality. The rabbit ear bathrobe with a price of 998 yuan is made of 86% polyester fiber, and the product pricing is seriously inconsistent with the material price.

Pricing and quality issues are the core of the long-term criticism of star street brands. At the same time, Lu Han’s trendy brand U.G.C was also hotly searched for pricing and quality issues. A blogger commented: "The clothes with a price of 1,500 yuan are full of threads, and the lathe work is poor, and there are broken lines everywhere. It is estimated that the cost of one piece is only 60 yuan."

On January 2nd, in the notice of Shanghai Municipal Market Supervision Bureau, a short down of DANGEROUS PEOPLE brand was notified because it failed to meet the filling standard requirements, which easily affected the normal hormone secretion of human body. DANGEROUS PEOPLE brand is a menswear brand launched in Joker Xue in 2015.

The research of iResearch once pointed out that more than 70% consumers are willing to pay a premium below 30%, and young people are more willing to pay a high premium above 30%. Stars have their own appeal, self-created brands often have a premium, and fans-based audiences are also willing to pay the bill. The excessive premium of some brands has exceeded the acceptance of consumers and fans, and young consumers are becoming more and more rational.

A long-term fan who bought the brand’s trendy brand products told the brand that idolize’s buying trendy brands means that fans pay for emotional value, and it is understandable to pay a higher premium. However, high prices and low quality can easily arouse fans’ resentment and be regarded as disrespecting fans, thus affecting the star’s personal image.

In her view, young consumers have become more and more rational, especially the fan groups are more and more familiar with the operation mode of the star economy. Most fans will no longer take it all without brains, and they will still consider the cost performance when buying star fashion products, especially the quality of products.

2

Flash+physical store, actively explore offline

In addition to the frequent contraction and controversy of closing stores, there are also some positive new trends in 2023.

According to the number of brands, most of the current active star street brands have opened physical stores, which are operated online and offline at the same time. With the recovery of offline consumption, star street brands have been actively deploying offline physical retail since last year.

South Korean actress Jessica’s personal brand BLANC&ECLARE is frequently distributed in the China market. In November 2022, China opened its first store in Vientiane World, Suhewan, Shanghai, and then quickly landed its second store in Hefei.

In 2023, BLANC&ECLARE opened its first stores in Beijing and Xiamen successively. According to the brand official website, BLANC&ECLARE also plans to expand in more than 10 cities including Chengdu, Xi ‘an, Nanning and Xiamen.

We11Done, the personal brand of Korean singer G-Dragon’s sister Quan Damei, is also one of the trendy brands that expand the offline retail layout frequently in recent two years.

According to the big data of Win Business, We11Done has opened 14 stores in shopping centers and department stores with an area of more than 50,000 square meters in 24 cities across the country, and has floor-to-floor brand stores in the core business districts of Beijing, Shanghai, Shenzhen, Hangzhou, Chengdu and other cities.

In June, 2023, STAYREAL, a A Xin street brand that left the Beijing market for one year, returned in the form of STAYREAL PARK theme limited stores, introducing limited clothing and interactive experience devices, and then STAYREAL PARK theme limited stores were held in Shanghai, Guangzhou, Xi ‘an, Chengdu and other cities.

For more brands, compared with the heavy investment of long-term stores, the rental cost and operation and maintenance cost of curation and flash are lower, which is the priority choice for many star street brands.

Team Wang design, a brand with Jackson Wang as the manager and creative director, has been actively deploying flash in the world in recent two years, and has opened the concept space of the lower line limit in Shanghai, Shenzhen, Chengdu, Bangkok, Singapore and other places.

The location of pop-up shop is more flexible, and many brands will choose the core business district where the passenger flow in first-tier cities gathers, and at the same time play the role of marketing and publicity.

For example, Team Wang design’s time-limited concept stores are opened in the trend business districts of first-tier cities such as Shanghai TX Huaihai, Chengdu IFS and Shenzhen Vientiane Tiandi, and giant devices are often arranged in the stores to attract punch cards to break the circle.

Source: Team Wang design

At the same time, flash is also a test of physical stores under the landing line, which provides reference for the location of subsequent stores. GOODBAI, a brand founded by Bai Jingting and well-known domestic designer Shangguan Zhe, opened nomadic stores "Good Time Park" in Vientiane Tiandi, Paris and Singapore before the first physical store in Yanqing Road, Shanghai.

It is worth mentioning that star street brands gradually expand from clothing to more categories, such as dolls, ornaments, daily necessities, etc., from clothing brands to "fashion and lifestyle brands", and offline space is becoming more and more diverse.

For example, William Chan’s brand CANOTWAIT_ has also launched products such as masks, water cups, cultural creations and fragrances; GOODBAI is positioned as a "clothing and lifestyle brand". Both its stores and pop-up shop emphasize relaxed and comfortable living scene layout, and provide special coffee and co-branded desserts in the stores.

During Halloween last year, TEAM WANG design also held Halloween activities with the theme of Under the Castle in Shanghai, including Halloween themed secret rooms and outdoor Halloween fairs, which attracted wide attention.

The star’s own brand itself has a strong cultural attribute. The cross-border opening of secret rooms, markets and other forms is essentially to cater to young people’s favorite consumption formats, gain insight into the youth culture where fans are located, and convey lifestyle trends.

three

Explore the long-term development model

From a broader perspective, both domestic and international fashion brands are flooding into the market.

Domestic trendy brand stores such as Randomevent and ROARINGWILD have successively opened their stores into the core business of the city. The data shows that Randomevent stores have covered many cities such as Shanghai, Beijing, Chengdu and Changsha. ROARINGWILD has 9 stores in Beijing, Shanghai and Shenzhen.

Meanwhile, Supreme, an internationally renowned fashion brand, plans to open the first independent store in China market at No.291 Fumin Road. At present, the block has erected a large enclosure, and Shanghai will welcome Supreme’s 17th store in the world.

According to the consulting firm Frost & Sullivan, by 2025, the market size of China trendy retail industry will reach 475 billion yuan. As one of the gold diggers, star street brands still have great market prospects.

A core pain point is that the brand is highly dependent on the popularity of the stars themselves. Without the awareness of long-term development, the brand will soon die with the loss of popularity.

In the view of Cheng Weixiong, an independent analyst in shoes and clothing industry and founder of Liangqi brand, fashion brand is the lifestyle brand that best represents the fashion trend. It is not enough to rely solely on the appeal of stars. It is necessary to be more creative in product research and development, to show the channel selection in the latest channel where young users gather, to go to shopping centers offline, and to learn new marketing methods such as planting grass online to promote users’ reach.

Cheng Weixiong is optimistic about the future development of street brands: there is room for street brands, but to truly recognize the originality of street brands, rather than the homogenization of’ simple price increase+celebrity endorsement’, the individuality and differentiation of users need the materialization of lifestyle.

In 2023, some star street brands also received attention and began to enter the mainstream market. In November, TEAM WANG design officially launched the cross-border cooperation project capsule series "DONG" with FILAfusion, a trend sports brand owned by Fila, with Jackson Wang as the creative director.

Whether this star tide brand can survive for a longer time, let us wait and see.

　　Xinhua News Agency, Hangzhou, September 1st Title: The implementation of the new national standard of "slimming" packaging says "no" to excessive packaging of tea!

　　Xinhua News Agency reporter Natalie

　　The newly revised Food and Cosmetics for Restricting Overpackaging of Commodities (hereinafter referred to as the new national standard) came into effect on September 1, which means that there are new restrictions on the packaging of food and cosmetics, including tea.

　　The reporter learned that since April this year, various localities have continuously promoted the special treatment of tea over-packaging, and the industry has paid more attention to the problem of over-packaging. After the tea packaging was "lightly packed", the "burden" of tea enterprises was reduced, and consumers were much more affordable.

　　Say "No" to the over-packaging of tea.

　　"Two ounces of tea, two pounds of packaging", in the actual sales process of tea products, many merchants often use their brains on tea packaging in order to "create greater economic value", and the resulting over-packaging problem once became a normal state. According to the survey report released by China Consumers Association in March this year, over 80% of consumers are against over-packaging.

　　The picture shows an over-packaged tea investigated by Hangzhou Municipal Market Supervision Administration in May this year. This tea package with a net content of 50g tea has a void ratio of 72%, which does not meet the new national standard. (Photo courtesy of Hangzhou Municipal Market Supervision Administration)

　　"Many consumers spend about 150 yuan on buying tea, and some tea packaging costs are 100 yuan." Xu Rongbing, the person in charge of Hangzhou Yuhang Tianlong Tea Co., Ltd., said frankly that some consumers buy tea to give gifts, thinking that the more exquisite the packaging of the gift box, the more decent the gift.

　　Aiming at the problem of over-packaging, the new national standard clearly stipulates the number of packaging layers, packaging cost and void ratio of 31 kinds of food and 16 kinds of cosmetics, including tea.

　　"According to the new standard, tea packaging cannot exceed four layers, and the packaging cost is less than or equal to 20% of the overall selling price." Jie Yu, head of the quality inspection team of Hangzhou Municipal Market Supervision Administration, said that the standard also specified the package void ratio in detail according to the net content of a single item in the package. "For example, if the net content of a can of tea is more than 50 grams, the pot of tea will be packed in a box, and the void ratio of this box will be less than or equal to 30%."

　　On August 29th, the reporter photographed the Zhejiang Xinchang Giant Buddha Longjing packaging in a merchant in Jiangnan tea market. The 125g tea was sealed in an aluminum foil bag in an iron box, which was introduced by the local market supervision department to meet the new national standard. Xinhua News Agency reporter Natalie photo

　　At the same time, the No.2 revision of the national standard "Restrict the over-packaging of commodities and require food and cosmetics" is seeking opinions from the society, including "reducing the number of packaging layers from no more than four to no more than three" and "reducing the proportion of packaging cost to sales price from 20% to 15%", etc. These adjustments have undergone rigorous market research and demonstration.

　　"The mainstream packaging of tea products in the market is two-tier and three-tier, and the three-tier packaging can fully meet the necessary functional needs of tea protection, display, storage and transportation." Wei Hong, deputy director of the Department of Standards and Technology Management of the General Administration of Market Supervision, said that the survey found that nearly 90% of the product packaging cost was below 15% of the total cost, and the average packaging cost accounted for 7.9%, so there was room for further reduction.

　　Since April this year, investigations have been carried out in many places. Up to now, Zhejiang has dispatched 23,000 law enforcement personnel, seized and detained 15,900 illegal packages, and corrected and investigated 548 problems such as excessive packaging of tea; Fujian interviewed local e-commerce 22 times and issued 155 rectification notices; Sichuan carried out 2,705 law enforcement popularization, issued 4,748 public service advertisements against over-packaging, and enterprises signed 1,715 letters of commitment.

　　"China is a big tea country, and its planting scale, total output and consumption rank first in the world. There are nearly 1.55 million tea production and operation entities in the whole industry. " Shen Weiwei, deputy supervisor of China Tea Circulation Association, said that since the special treatment of tea over-packaging was carried out, the whole industry has attached great importance to the problem of over-packaging, and enterprises’ active rectification has been speeding up.

　　What new changes have been brought about by the "slimming" of packaging?

　　What new changes will the implementation of the new national standard of "slimming" packaging bring to the industry, consumers and regulatory authorities?

　　— — Tea packaging is "going into battle lightly". Jiangnan tea market is the largest tea distribution base in Hangzhou, and tea buyers come here in an endless stream every day. The reporter walked into the market a few days ago and saw that there were all kinds of packaged tea in the shops on the first floor, mostly in bulk, paper packaging, tin can packaging and gift box packaging, and the packaging layers were all within three floors. Open a tea product named "Laoshu Longjing Gift Box". There are two cans of tea in a book-sized paper gift box. According to the local market supervision department, this product meets the requirements of the new national standard.

　　The number of packaging layers, packaging cost and void ratio of this Longjing tea package meet the requirements of the new national standard. (Photo courtesy of Zhejiang Market Supervision Administration)

　　— — The "burden" of enterprises is smaller, and consumers are much more affordable. Chen Ruihong, the head of a tea enterprise, believes that the rectification of over-packaging is of great benefit to the high-quality development of the industry. This allows enterprises to return their attention to the quality of tea itself, instead of using packaging to attract consumers and form healthy competition. "We will now integrate more Chinese style elements into tea packaging to make the packaging more cultural."

　　Liao Changyou, the person in charge of Jiangnan tea market, said that taking Jingshan tea in Yuhang, Hangzhou as an example, the packaging cost used to be 50-60 yuan, but now as long as it is around 20 yuan, the product price will also drop after the packaging price drops.

　　— — Online and offline joint efforts, supervision to improve energy and efficiency. In view of the characteristics of many e-commerce platforms and active tea trading, the Beijing Municipal Market Supervision Administration concentrated on interviewing platform enterprises such as JD.COM, Meituan and Tik Tok to guide enterprises to strengthen the internal audit of commodity packaging; Relying on the platform economy digital supervision system "Zhejiang Fair Online", Zhejiang Market Supervision Administration established the "Online Monitoring Model of Tea Overpackaging" to monitor 30 e-commerce platforms such as Tmall, JD.COM and Pinduoduo, covering 13,000 online stores and 163,000 product information.

　　Let the packaging "simple style" fall into practice

　　Excessive packaging of tea is easy to cause waste of resources and environmental pollution, and many tea gift boxes are difficult to be reused, and are often easily discarded as domestic garbage. The implementation of the new national standard will make low-carbon environmental protection deeply rooted in people’s hearts. Respondents believe that the "simple style" of packaging is not a gust of wind, but a multi-pronged approach should be taken to prevent the problem from rebounding.

　　Wei Saiming, chairman of the Technical Committee of China Tea Co., Ltd., believes that the new national standard has a very important guiding role in regulating and leading the healthy development of the tea industry, building a resource-saving and environment-friendly society, and accelerating the green and low-carbon transformation.

　　The reporter learned that Zhejiang issued the "Operational Guidelines for the Banned Catalogue of Tea Overpackaging Network in the Province" to urge the e-commerce platform to strengthen the packaging compliance audit of operators in the platform. For example, Taobao and Tmall have dynamically monitored and evaluated online product compliance and business rectification effect, and banned the sale of 39 kinds of over-packaged tea products.

　　In Fan Ziwei’s view, the innovation of packaging is also very important. The Federation uses platforms such as packaging industry science and technology awards and R&D centers to promote packaging enterprises to use renewable materials, degradable materials and recyclable materials to develop more environmentally friendly packaging methods.

　　However, there are still some regulatory difficulties in tea over-packaging. Some consumers will buy tea gift boxes with "exquisite" packaging through workshops and farmers, and regard packaging as "face", and the consumption concept has not completely changed; In order to avoid supervision, some tea operators conduct online transactions through live broadcast, Wechat business and other forms, which is more concealed.

　　The market supervision departments in Jiangsu, Fujian, Anhui, Sichuan and other places said that in the upcoming Mid-Autumn Festival and National Day, the work arrangements for law enforcement inspection before and during the festival will be made in advance, the circulation links will be closely watched, the management of commodity packaging will be strictly enforced, and administrative law enforcement will be strengthened to continuously consolidate the governance results.