Heat lexicon
Decode media heat vs earnings language so you can tell story from scoreboard.
When a brand is “everywhere” but the quarter looks soft.
Markets
16 terms
Heat / viral
Attention density: search, social, show coverage, celebrity proximity.
Organic growth
Sales change at constant exchange rates / comparable perimeter.
APAC ex-Japan
Often a soft-landing zone for China + regional travel retail nuance.
Comps / like-for-like
Same-store or comparable network performance.
Must-have / it-bag
Editorial urgency language; signals desire narrative.
Held up / relative strength
Outperformed a weak category—even if absolute growth is soft.
Queue / scarcity
Demand theater: waiting as brand proof.
Sell-through
How fast inventory converts—wholesale or retail depending on context.
Narrative / story
The editable thesis media repeats (era, muse, city, conflict).
Hainan / travel retail
Duty-free and travel channels often move differently from street boutiques.
Xiaohongshu heat
China social discovery density—notes, search, and KOL adjacency.
Guidance / outlook
Forward comment from management—often more market-moving than the quarter itself.
Wholesale vs retail
Channel split: wholesale can move before consumer sell-out is visible.
Gifting season
Calendar heat around festivals—CNY, Diwali, Eid, year-end.
Local currency / FX
Growth stated in local money vs group reporting currency.
Casting heat
Face and agency chatter as a proxy for cool—not revenue.