这是新消费智库第 2 7 5 4 期文章 新消费导读 1. 亨氏推出「营养面」新品 2. 泡泡玛特推出甜品品牌「 POP BAKERY 」 3. 康师傅合麺两款新品上市 4. 麦当劳中国推出多款新春限定产品 5. 伊利研漾 × 京东健康上新「牛乳燕麦燕窝粥」 6. 王老吉限量新品售价 1828 万 7. 蒙牛未来星上新叶黄素蓝莓牛奶 8. 恒顺推出「香醋可乐」新品 9. MLB 官宣章若楠出任潮流品牌全新代言人 10. Crocs 携手乐高集团推出全新联名系列 11. 均瑶上新「纯实 100%NFC 椰子水」 12. 瑞幸咖啡 x 澳网打造联名门店 13. 茶小开 推出魔法冻冻茶 ...... 一周新品 1. 亨氏推出「营养面」新品 图片来源：AI生成 近 日，亨氏推出「营养面」新品，包括原味、猪肝菠菜味、牛肉番茄味。据官方介绍，新品选用加拿大西部草原红春小麦，富含钙铁锌和多 种维生素，易煮易嚼易消化，配方干净，生产过程中不额外添加盐、白砂糖、香精、色索、防腐剂，并采用独立小包装，携带方便，可搭配核 桃油、蔬菜泥、肉泥等作为宝宝辅食食用。 （ FDL 数食主张） 2. 泡泡玛特推出甜品品牌「 POP BAKE ...

这是新消费智库第 2 7 5 3 期文章 新消费导读 不知道你们发现没有， 现在我们买 什么 都方便，但就是感觉不对劲。 外卖快？但吃不到一口锅气。客服回得快？但像在和机器人吵架。直播间 价格低？但买完连牌子都记不住。 效率已经卷到极致了，但我们的品牌，却 越来越没劲 了。 作者 ：会写字的机器猫 来源：新消费智库 当一切商业行为都被简化成点击率、转化率、坪效、人效，品牌就只剩下一个冰冷的商标。而今天的消费者，除了要便宜和快，开始渴望别的 东西 —— 尊重、意义、认同，还有快被忘光的 " 人味儿 " ， 这也是我为什么又重新开始写手戳稿的意义和原因。 我们 社会 需要一场彻底的 品牌 的， 反效率革命 。不是要倒退，而是在数据和算法的洪流里，把品牌的 " 人 味 " 捞回来 ， 把品牌的烟 火气捞回来。 胖东来证明， 对员工不好的品牌，不配叫品牌 说句大实话： 在朋友圈、小红书、脉脉满天飞的时代，你怎么对员工，就是你最硬的广告。 以前品牌靠砸钱投广告、霸占渠道、请明星。现在呢？ 每个员工都是你的代言人，每段职场经历都可能把你送上热搜。 一个压榨员工、缺乏 尊重的品牌，外面包装得再漂亮， " 人设崩塌 " 也是 ...

这是新消费智库第 2 7 5 2 期文章 新消费导读 上海宝山宜家商场，那个曾经亚洲最大的 " 蓝盒子 " ，在 2026 年 2 月初的一个周末，迎来了最后的顾客。推着黄色购物车的人们，在整齐的 货架间缓缓穿行，神情里带着一丝告别意味的平静。孩子依然在儿童区玩 耍，餐厅里依然飘着瑞典肉丸的香气，但每个人都知道，这可能是最后一 次了。 就在几周前，宜家中国宣布，自 2 月 2 日起将停止运营上海宝山、广州 番禺、天津中北、南通、徐州、宁波和哈尔滨的 7 家商场。这是宜家进 入中国 28 年来最大规模的收缩。 消息传出后，社交媒体上涌起一片怀旧声浪。很多人开始回忆自己与宜家 的第一次相遇 —— 那可能是刚毕业时买的第一张书桌，也可能是组建家 庭时挑选的第一张沙发。对于相当一部分中国城市居民来说，宜家不仅仅 是 一 个 家 居 卖 场 ， 更 是 他 们 接 触 现 代 家 居 设 计 、 开 始 独 立 生 活 的 一 个 标 志。 宜家官方将这次调整定义为 " 线下触点调整 " ，强调这是 " 基 于 优 化 成 本 、 提 升 效 率 、 重 新 配 置 资 源 而 做 的 主 动 转 型 " 。 但 明 ...

这是新消费智库第 2 7 5 1 期文章 新消费导读 城野无界 —— 一场重塑生活方式的 " 出逃 " 当一线城市的商场中庭 开始搭建起精致的露营场景，当小红书的山系穿搭攻略获得百万收藏， 当退休的父辈也开始研究起冲锋衣的防水指数 —— 户外，已不再仅仅 是关于远方山河的探险，而是演变为一种深度嵌入日常的 " 城野无界 " 式生活方式。 宏观数据揭示着这场静默革命的规模：中国户外用品 市场已达千亿级，且连续多年保持双位数高增长。但比数字更深刻的是 结构性变化。传统意义上以专业、极限为导向的 " 硬核户外 " 市场增 长平稳，而驱动整个大盘狂飙的，是被称为 " 泛 户 外 " 或 " 轻 量 化 户外 " 的消费浪潮。徒步、露营、骑行、路亚钓鱼、城市滑雪，这些 低门槛、强社交、高颜值、易分享的活动，正成为都市人群的 " 精神 减 压 阀 " 和 " 社 交 新 货 币 " 。 政 策 东 风 同 样 强 劲 。 " 户 外 运 动 产 业 " 被 明 确 写 入 国 家 发 展 规 划 ， 到 2025 年总规模预计突破 3 万 亿 元。这背后是健康中国战略、乡村振兴与消费升级的多重动力叠加。户 外产业的意义， ...

New Product Launches - Water Otter launched its first low GI fiber fruit tea, featuring a blend of seven NFC fruit and vegetable juices for a naturally sweet taste [2] - Mengniu introduced a new light yogurt bowl with reduced sugar content (25%) and approximately 282 kcal per serving, suitable for fitness and meal replacement [2] - White Elephant entered the health tea market with its new "Eighteen Tea," emphasizing clean ingredients and a visually appealing design [2] - Fengxing released a new "Ginger Scallion White Cut Chicken Flavor Milk," suitable for social gatherings and afternoon tea [3] - Yili launched multiple ice cream products, including various flavors that highlight quality milk sources and real fruit ingredients [5] - PepsiCo collaborated with the Chinese animation "Little Monster's Summer" to launch a themed can featuring popular characters [5] - Woji Fresh and Xiaohongshu introduced "Mahjong Cookies," made with New Zealand whole milk powder and zero trans fats [5] - Yuanqi Forest launched an apple hawthorn juice, fermented with probiotics and featuring a blend of apple and hawthorn juices [8] - Hema introduced a new low-sugar taurine-flavored beverage, suitable for outdoor activities and long drives [8] Brand Endorsements - Six Walnuts announced actress Ma Li as its brand ambassador, promoting a positive New Year message [33] - "Adopt a Cow" appointed actress Zhao Liying as its brand ambassador, with projected revenue exceeding 7 billion yuan in 2025 [33] - Zegna announced actor Chen Weiting as its global ambassador, enhancing its brand image in contemporary menswear [33] Industry Developments - JD's Seven Fresh Kitchen established a new company in Xiamen, focusing on food services and internet sales [10] - Chow Tai Fook opened a flagship store in Bangkok's Siam Paragon, showcasing Chinese craftsmanship and aesthetics [13] - Meituan Travel launched a "Safe Travel Plan" for seniors, providing free guidance services for passengers aged 55 and above [10] - Bosideng entered the Parisian market with a new high-end product line, collaborating with British designer Kim Jones [10] Investment and Financing - Boyu Capital acquired a 75% stake in Beijing Badaling Outlet, continuing its investment strategy in retail [20] - L Catterton invested in the high-end perfume brand Ex Nihilo, anticipating significant retail growth by 2025 [22] - OMOWAY completed a multi-million dollar Pre-A round financing, focusing on product delivery and global market expansion [22] - NoBull raised $50 million, achieving a valuation of $1 billion, with plans to expand into the nutrition sector [22] - Fangyuan Capital announced the acquisition of 92% of Jixiangju, a pickled vegetable and seasoning company [22]

Core Viewpoint - The importance of public relations (PR) in consumer goods companies has surpassed that of direct advertising spending, as neglecting PR can lead to severe brand crises and losses [6][9][32] Group 1: The Shift in Consumer Goods Management - Many consumer goods executives believe that having a good product is sufficient, but this mindset is outdated in the current media environment [2][4] - Companies face rapid backlash from the public due to minor issues, such as packaging or labor disputes, which can lead to significant financial losses [5][9] - The lack of respect for public opinion and inadequate communication strategies can result in catastrophic consequences for brands [5][9] Group 2: Financial Implications of PR - A budget of 10 million yuan in advertising may yield 100 million yuan in gross merchandise value (GMV), but a PR crisis can incur losses far exceeding that amount [7][9] - Direct sales losses from a crisis can include returns, consumer boycotts, and platform delistings, while indirect losses can affect brand trust and employee morale [9] - Investing in PR builds long-term consumer trust, which is more valuable than short-term advertising gains [9][10] Group 3: Media Relations and Budgeting - Many executives mistakenly view media spending as a form of extortion rather than a necessary investment for professional services [10][13] - Proper media investment should focus on reputable outlets that provide in-depth analysis and have a strong audience trust [13][20] - Establishing good relationships with influential media can be crucial during a crisis, as they are more likely to provide fair coverage [22][30] Group 4: The Role of Content in Crisis Management - Long-form media, such as articles on public platforms, can provide deeper analysis and context during crises, unlike short videos that may oversimplify issues [14][15] - Companies should balance their media strategies by using short videos for daily engagement while relying on in-depth articles for brand building and crisis management [16] Group 5: Building Relationships Before Crises - Companies often prioritize immediate sales over building long-term media relationships, which can leave them vulnerable during crises [18][20] - Establishing genuine connections with media and KOLs (Key Opinion Leaders) is essential for effective crisis management [25][26] - Companies should invest time and resources in nurturing these relationships to ensure support during challenging times [21][26] Group 6: Leadership's Role in PR - The involvement of company leadership in PR is critical for understanding media dynamics and ensuring that PR is prioritized within the organization [28][30] - Leaders should elevate PR to a strategic priority, enabling quick decision-making during crises and fostering a culture of awareness among all employees [30][31] - Every employee's actions can impact the brand's reputation, making it essential for leadership to instill a collective responsibility for public relations [31]

这是新消费智库第 2 7 4 8 期文章 1 月 18 日，"AI科技焕新·产品破界 —— 星聚会2026新文娱生态发布会 "上，作为中国 KTV 行业社交空间头部品牌的星聚会，宣布了四 大战略升级，其中包括了 AI 黑 科技发布、 子品牌 " 星能秀 " 推出、 加速品牌国际化布局 的海外战略，以及 娱乐 + 零售融合 的超级零 售战略。 其中，最受关注的，自然是 KTV 行业首个 AI 黑科技体系的发布。 "重构娱乐消费新场景"，这是星聚会喊出的 AI 时代下的野心。 那么， AI 到底能给 KTV 带来什么？ "我们想创造新鲜感。"星聚会创始人翁培民（星哥）对新消费智库表示，"过去的 KTV ，快乐依赖于你和谁一起来。而现在，我们想用 AI 让快乐超越包厢的物理边界，让陌生人的共鸣、即时的竞技和确定的奖励，成为新的吸引力。" 新消费导读 AI改造的行业又多了一个。这次是被认为传统、甚至是夕阳的KTV。 传 统 KTV 的 体 验 内 核 ， 在 过 去 十 年 几 乎 停 滞 ： 一 套 曲 库 、 两 三 块 屏 幕 、 熟人社交。其结果往往是"唱完即走"，且频次不高——尤其当线上短视 频在吸引所有人 ...

战略领航： "三位一体"引擎，定义新 文娱 生 态底层逻辑 发布会核心环节，星聚会创始人星哥以《 AI 赋能・零售破界 ・星拓全球—— 星聚会三位一体增长引擎》为主题，深度解读品牌 2026 年核 心战略。在传统 KTV 行业面临业态分流、模式固化的挑战下，星聚会跳出"单一娱乐场景"思维，构建起以技术、模式、市场为核心的三维增 长体系。 星聚会创始人星哥 这是新消费智库第 2 7 4 7 期文章 新消费导读 2026 年，新 文娱 行业正迎来 AI 技术深度渗透与消费需求全面升级的 双重变革。作为覆盖全国 超 140 座 城市、拥有 超 1000 家 门 店 的 行 业 领 军 者 ， 星 聚 会 于 1 月 18 号 重 磅 举 办 " AI 科 技 焕 新 · 产 品 破 界 ——星聚会 2026 新 文 娱 生 态 发 布 会 " ， 星 聚 会 创 始 人 星 哥 携 高 管 团队从 核心战略 、运营提效、场景升级、全域开拓四大维度，勾勒品牌 未来发展蓝图，为行业注入全新增长动能。 本次发布会， 星聚会 全球 首发颠覆级 AI 黑科技 ， 历时三年研发并投入上亿资金。 " AI 赋能是重构体验的核心抓 ...

Core Insights - The aging population in China is projected to exceed 297 million, creating a massive market for elderly products, estimated to surpass 50 trillion yuan [2] - Currently, there are over 60,000 types of elderly products globally, but only about 2,000 are produced at scale in China, indicating a significant supply-demand gap [2] - The purchasing power primarily lies with the children of the elderly, who are caught between emotional concerns and practical needs [6][7] Group 1: Consumption Trends - Elderly consumers are willing to spend on health and entertainment, prioritizing products that enhance their longevity and enjoyment of life [6] - The majority of purchases are made by children, who often pay for expensive items like smartwatches and massage chairs, emphasizing the need for dual marketing strategies targeting both generations [7][8] - Elderly individuals are increasingly tech-savvy, often outperforming younger generations in using smartphones and apps, indicating a demand for user-friendly designs rather than "senior versions" of products [10] Group 2: Product Design and Marketing - Effective elderly products should focus on simplicity, removing unnecessary features to avoid confusion [11][12] - Many elderly consumers buy health monitoring devices not for strict data tracking but for peace of mind, highlighting the emotional aspect of health management [13] - Community influencers, such as local shopkeepers, are more effective in promoting products than celebrity endorsements, emphasizing the importance of trust in marketing [14] Group 3: Emerging Business Models - The rental market for medical and rehabilitation equipment is growing, as it offers a cost-effective solution for short-term needs [15] - Companies must focus on genuine product quality and user needs rather than merely meeting subsidy standards to ensure long-term viability [16] - The market for elderly products is vast but under-supplied, with many existing products failing to meet the actual needs and preferences of elderly consumers [17] Group 4: Consumer Behavior - Elderly consumers are cautious decision-makers, often requiring extensive research before making purchases, leading to high brand loyalty once trust is established [20] - They are sensitive to price but prioritize perceived value and effectiveness over mere affordability [21] - Consumption is often driven by necessity rather than desire, with elderly consumers seeking solutions to specific life challenges [22] Group 5: Trust and Authority - Trust in authority figures has evolved, with elderly consumers now valuing advice from family members and community peers alongside traditional experts [24] - Many elderly individuals play a significant role in family purchasing decisions, acting as key financial managers and decision-makers for household needs [26] Group 6: Innovative Brands - The article highlights 30 innovative brands catering to elderly consumers, including those focused on health, home care, and lifestyle products, showcasing the diversity and potential within the silver economy [27][28][29]

New Consumption Highlights - San Yuan launched "Beijing Yogurt" with four flavors, emphasizing natural ingredients and high protein content [5][3] - "Happy Monkey" supermarket introduced a new pomegranate jasmine green tea drink, highlighting its quality ingredients and natural flavors [8] - Haidilao and Coca-Cola collaborated to create the "Charming Hot Pot" meal set, featuring popular dishes paired with Coca-Cola [6][12] - Oreo released a new "Double Layer Cheesecake" at Sam's Club, designed for social gatherings and celebrations [11][8] - "Mango Snow Ice City" launched a new banana series, including banana milk and banana latte, with promotional offers [11][30] - Lemon Republic and Tmall Supermarket introduced "Cloud Top Lemon," featuring high juice content and natural flavors [11][30] Industry Events - Deckers Brands announced the closure of two niche outdoor footwear brands, Ahnu and Koolaburra, by Q3 of the 2026 fiscal year [13] - a2 became the first official dairy partner of the Australian Open, launching limited edition gift boxes [14] - SF Express and Jitu announced a strategic mutual shareholding agreement, with an investment amount of HKD 8.3 billion [15] - JD Health and Heliang deepened their cooperation to innovate health management models [15] Investment and Financing Movements - Danish biotech company Bactolife secured over €30 million (approximately RMB 244 million) in Series B financing [21] - McCormick & Company acquired a 25% stake in its Mexican subsidiary for $750 million (approximately RMB 5.238 billion) [22] - L Catterton acquired a majority stake in American cheese brand Good Culture, with the deal valued at over $500 million [24] - Lemon tea brand Linli completed a multi-million A round financing, with a valuation close to RMB 1 billion [24] New Product Launches - Tea Xiaokai launched a new light sparkling osmanthus pear fermented yogurt drink, targeting health-conscious consumers [28] - Starbucks China introduced a new truffle chocolate flavor series, including truffle chocolate lattes [34] - Kudi Coffee established a new company in Suzhou with a registered capital of $160 million, expanding its operational scope [32]