以下文章来源于吴声造物 ，作者场景实验室 吴声造物 . 场景实验室官方账号，吴声与研究团队带来场景、新物种的最新研究成果。场景实验室是一家以场景方法为特色的品牌战略服务机构，提供场景研究、品牌 策略、议题设计、势能传播等创新咨询服务。 这是新消费智库第 2 6 7 6 期文章 新消费导读 2025 年 8 月 3 日 ， 第 九 届 立 秋 演 讲 「 新 物 种 爆 炸 · 吴 声 商 业 方 法 发 布 2025」 在北京798·751园区79罐举行，主题为「刹那涌现」。 场 景 实 验 室 创 始 人 、 场 景 方 法 论 提 出 者 吴 声 表 示 ： AI 场 景 革 命 正 在 让 商 业开启哲学生活方式周期，关键是在每个具体场景重建意义坐标。演讲以 四个篇章展开「意义重建」的创新方法：NOW是此刻的连接，FLOW是 流畅的人机通感，HERE是超越在场的叙事，EGO是「我」的共识。 大 会还发布了新物种爆炸2025「意义重建」的八个预测。 作者 ：场景实验室 编辑：竺天 审核： Single 来源：吴声造物 以下为吴声造物特别呈 现的「吴声2025年度演讲」全文： 一、场景造物，十年刻度 「没有 ...

这是新消费智库第 2 6 7 5 期文章 新消费导读 . . . . . . 一周新品 1. 瑞幸上新乳酸菌美式和乳酸菌冰茶 1. 瑞幸上新乳酸菌美式和乳酸菌冰茶 2. 浪味仙地域限定风味新品上市 3. 白象上新汤好喝麻辣鸡汤面 4. 茉莉奶白推出新品凤梨柚子 5. 乐刻成国内首个破 2000 店健身房品牌 6. Miu Miu 中国首家旗舰店开业 7. 现制包子连锁品牌「堂上堂」完成数百万元融资 8. 杰尼亚集团出售股份 9. 宠物健康品牌 Oh Norman! 完成新融资 10. 维维股份推出草本饮料系列产品 11. 水獭吨吨联名咖啡品牌永璞 12. 高端美妆品牌缤熙退出中国市场 13. 酵色海外首店落户新加坡 瑞幸咖啡与 ever yday one cat 联名推出乳酸菌系列新品，包含乳酸菌美式和乳酸菌冰茶两款新品。该系列新品均含有专利乳酸菌。其中， 乳酸菌美式 0 脂低卡， 1 杯热量约等于半个苹果，口感酸甜爽口。 （ 饮品报 ） 2. 浪味仙地域限定风味新品上市 近日，旺旺在官方平台宣布，浪味仙地域限定风味新品上市，深度还原地道胡辣汤风味，为配合新品上市，旺旺还将在郑州开展线下餐车快闪 活动。 （ ...

这是新消费智库第 2 6 7 4 期文章 新消费导读 周末早上在河边跑步，总是惊讶于那一排或坐着或站在河边钓鱼的人，可 能天刚蒙蒙亮就已经到达战场，一坐就是几个小时，直到太 阳完全升起 来 ，又晒又热，才收拾东西回家。 作者 ：l y y 编辑：竺天 审核： Single 来源：新消费智库 架起折叠椅，准备鱼竿，检查鱼线、鱼钩、浮子、铅坠，拌饵料 . . . . . . 仔细观察不难发现，以前这都是有钱有闲的老大爷们打发时间的钓鱼活 动，最近几年来，年轻人越来越多。选好位置，静坐在河边。打开工具包看着自己精心购买的各种钓鱼用具更像是自我的欣赏，专心做钓前准 备工作让人醉心于精心完成的每个步骤，而盯着浮子等鱼上钩的过程既让人内心平静又充满了期待，将上钩的鱼拖到岸边更会带来胜利的喜 悦，收竿后精心擦拭自己的钓具更有种凯旋收兵的既视感。至于钓到的鱼有多少，并不重要，直接放生的人不在少数。 或许就像钓鱼圈流行的一句话， "钓鱼人最大的鱼获，是钓鱼路上的快乐"，而"钓具升级 = 鱼获爆护"的心理，让买钓具成为一种情绪充值 的重要手段。钓具已经成为成年人的一种解压玩具，其中的快乐远比鱼护里那几条不够吃一顿的小鱼更重要，哪 ...

Core Viewpoint - The collaboration between Danish outdoor brand Nordisk, South Korea's K2 Group, and local investment fund Black Ant Capital aims to penetrate the Chinese outdoor market, which is transitioning from explosive growth to stable growth and accelerated differentiation [2][4][6]. Market Dynamics - The Chinese outdoor market is still vibrant, with a growth rate projected to decline to 23% by 2024 after surpassing 100 billion yuan in 2022 [7][10]. - Consumer demand is polarizing, with a rise in both casual outdoor enthusiasts seeking lightweight gear and serious outdoor adventurers demanding high functionality and design [8][10]. Strategic Positioning - Nordisk's re-entry into the Chinese market is timely, leveraging its brand heritage and product excellence, but it faces challenges in breaking through a crowded market [10][18]. - The partnership with K2 Group and Black Ant Capital is designed to address localization challenges, combining brand strength, operational expertise, and local market insights [18][19]. Competitive Landscape - The outdoor tent market presents limited competition for Nordisk, primarily from Japan's Snow Peak and China's Muguo Di, with the latter facing declining performance [23][26]. - In the outdoor apparel segment, Nordisk competes in a crowded field, with no clear market leader, indicating potential opportunities for growth [30][29]. Consumer Insights - Chinese consumers are increasingly purchasing Nordisk apparel in South Korea, attracted by its design and functionality, particularly among the younger demographic [12][15]. - The "Korean version" of Nordisk apparel, priced around 700-1000 yuan, appeals to the "pan-outdoor crowd" seeking a blend of Nordic design and light functionality [13][30]. Operational Challenges - The ability of K2 Group to replicate its successful operational model from Korea in the more complex Chinese market remains uncertain [32][34]. - Black Ant Capital's role in addressing localization issues and navigating the competitive landscape will be crucial for Nordisk's success in China [35].

New Consumption Highlights - WonderLab launched a new probiotic chewing gum product, combining probiotics and postbiotics with mint and green coffee complex [2][3] - MANNER collaborated with Shanghai Pudong Art Museum to introduce a new iced Americano inspired by Van Gogh's artwork [5] - Mengniu introduced a new live bacteria yogurt ice cream, made with at least 65% fresh milk and 100% live bacteria fermentation, recently awarded a silver prize for health innovation [3][5] - PepsiCo announced a new prebiotic soda, marking the first new flavor addition in 20 years, available in original and cherry vanilla [3] - Sun Valley launched a new fried product series, including flavors like crayfish and honey onion chicken sticks [3] - Asahi Group began trial sales of a yeast-based non-dairy milk product, LIKE MILK, which is free from 28 common allergens [7] - Xueji Chaohuo partnered with Yili to launch a new yogurt product made with fresh milk from Yili's farms [7] - Fi xXBody introduced a new air-puffed rice snack available in sea salt and barbecue beef flavors, containing a mix of ten grains and seeds [7] - Lee Kum Kee launched a low-sodium soy sauce with 25% less salt content, suitable for dipping and cooking [7] Industry Events - GODIVA announced a collaboration with LABUBU to launch a new ice cream series featuring various chocolate flavors [10] - Northeast retail giant Biyoute partnered with RELEX Solutions for supply chain planning [10] - Nike announced Karina from Aespa as a new brand ambassador, emphasizing diversity and female representation [10] - Keen launched its first trail running shoe, Seek, after two years of development [10] - Italian sportswear brand Hydrogen is entering the Chinese market, set to launch in Spring/Summer 2026 [10][13] - Taiwanese matcha brand "Yuqian Shangcha" opened its first store in Shanghai, focusing on high-end matcha products [10] - PAGEONE bookstore opened its first store in Jiangsu, continuing its expansion in China [10] - Popeyes announced the opening of five new stores in Shanghai [10] - Baosheng became the general agent for DYNAFIT in China, enhancing its outdoor brand portfolio [10] Investment and Financing Trends - Yangtuo Technology Inc., a maternal and infant e-commerce platform, applied for an IPO on the Hong Kong Stock Exchange [16] - Little Sesame, a US hummus brand, completed an $8.5 million Series A financing round [16] - Theo Health, a Scottish smart sportswear company, raised £1.2 million in funding [16] - Tianwei Food's major shareholder transferred 21.2 million shares, representing 1.99% of the company's total shares [18] - XPeng Huitian completed a $250 million Series B financing round to accelerate the development of its flying car [20] - Korean makeup brand Jungsaemmool received investment from CLSA Capital Partners, amounting to 500 million KRW (approximately 26 million RMB) [20] - Ulta Beauty is set to acquire UK beauty retailer Space NK, with the deal exceeding £300 million (approximately 2.9 billion RMB) [20] - Chanel acquired a 20% stake in Italian leather manufacturer Nuova Impala, strengthening its investment in the Italian supply chain [22] Food Industry Developments - Nongfu Spring's parent company launched "Birch Tree Juice," a 100% natural juice product sourced from high-quality birch trees [23] - Emerging health brand Ozzi introduced a natural drink aimed at controlling evening appetite [23] - if launched a limited edition jasmine rice-flavored coconut water to celebrate the 50th anniversary of China-Thailand diplomatic relations [24] - Qiaqia partnered with Taier to launch a new flavor of sunflower seeds inspired by sour fish soup [24] - UK candy brand Ruly introduced a caffeine-infused candy series [24] - Shiyan Studio launched new spicy flavors of crispy corn chips [24] - Yili's subsidiary Xu Jinhui collaborated with Haier Brothers to launch a new ice cream product [25] - Ganyuan introduced a Sam's Club exclusive freeze-dried hazelnut product [25] - Asahi launched Japan's first yeast-based milk product, LIKE MILK, with a 38% reduction in fat content [25] - Buzhu launched a new mint-flavored electrolyte water [25] Beauty Industry Updates - Chinese makeup brand Ju Duo plans to launch its first nourishing foundation line [28] - Tatcha is entering the Spanish market through Sephora [28] - Amorepacific's Ryo brand released a new scalp essence product [28] - Louis Vuitton introduced a new signature handbag, Express, in its Fall/Winter 2025 collection [28] - Aveda opened its first concept flagship store in China, located in Shanghai [32] - JD Health launched its first offline medical beauty clinic in Beijing [32] - Jaeger-LeCoultre released a new dating series watch featuring intricate floral designs [32] - Tiffany & Co. opened its largest flagship store in Asia in Tokyo [32] - Zhenyan launched a multi-dimensional protein repair system for skincare [32] - Onitsuka Tiger announced the launch of a new perfume series, marking its entry into the beauty sector [32]

这是新消费智库第 2 6 7 1 期文章 新消费导读 当 一 家 名 为 " 星 聚 会 " 的 中 国 KTV 品 牌 ， 赫 然 出 现 在 全 球 时 尚 尖 峰 —— 东京涩谷的霓虹丛林里，我的第一反应不是惊喜，而是带着手术刀 般 的 质 疑 ： 这 究 竟 是 国 货 出 海 凭借 实 力 突 围 ， 还 是 一 场 精 心 包 装 的 噱 头？ 作者 ：龙猫君 编辑：竺天 审核： Single 来源：新消费智库 毕竟， KTV—— 这个曾被贴上 " 夕阳产业 " 标签的行业，早已在唱衰声中步履蹒跚。带着这份本能的怀疑，我试图剖开星聚会的宣传糖 衣，却意外发现了三条 " 反常识 " 的轨迹： 1." 零 亏损倒闭 " 奇迹： 在 KTV 倒闭潮此起彼伏的 14 年间，它竟如履薄冰般地扩张至 近千 家门店，生死簿上无一笔 " 关停亏损 " 的 记录。 2.最 " 不务正业 " 的网红老板： 当传统企业家对短视频风口或犹豫或折戟时，这位创始人 " 星哥 " 却化身 " 卷王 " ， 死磕 1000 多条 短视频， 硬是在抖音上 " 唱 " 成了坐拥百万粉丝的行业 IP 。 老板亲自下场 " 吆喝 " ， ...

New Product Launches - Bright Dairy launched the new organic milk ice cream "Guangming Youbei," containing 55% organic milk, with protein content not less than 4.5g/100g [4] - Xueji Snacks and Yili Group introduced a new yogurt product featuring a "milk skin" layer, made from fresh milk sourced from Yili's professional farms [4] - Joyoung released a new red date soy milk powder, made from non-GMO soybeans and red dates, containing 28g of protein per 100g [6] - Yi Bao launched a new 5L packaging of its bottled drinking water, designed for multiple consumption scenarios [6] - Luckin Coffee and Duolingo collaborated to launch a new product, "Green Sand Latte," made with high-quality green beans and IAC award-winning coffee beans [22] Industry Events - Anta opened a new brand experience space called "Anta Home" in Jinjiang, featuring appearances by Olympic champions [9] - Mengniu's high-end ice cream brand Tilan Shengxue officially entered the Hong Kong and Macau markets, becoming the first high-end ice cream brand approved by local authorities [10] - Yuanji Cloud Dumplings announced its first store in Thailand, maintaining its original recipe without local adaptations [12] - Grandpa's Tea appointed actress Shu Qi as its brand ambassador, marking a significant step in brand influence [12] Investment and Financing - The smart beverage retail brand "Pengbei Station" completed a financing round of 50 million yuan, focusing on AIOT solutions for unmanned retail [16] - Qunxing Toys secured 159.47 million yuan in financing, representing 26.25% of the day's buying amount [17] - Jujitang completed a 10 million yuan angel round financing, focusing on health food supply chains [18] - Three Squirrels announced an investment of up to 200 million yuan to upgrade its snack supply chain [19] Food Industry Developments - The new "Shang Jian Wang" tea beverage series from Shan Zha Shu Xia Group features oolong and jasmine tea, with zero sugar, fat, and calories [6] - Farmer Spring launched a new birch tree juice product, currently available only through Sam's Club [24] - DolCas Biotech introduced a chocolate bar containing fish collagen peptides, targeting joint and skin health [26]

Core Viewpoint - The pet economy is experiencing a transformation, moving from a phase of rising prices to a more nuanced market characterized by personalized and human-like treatment of pets, reflecting a deeper emotional connection between pet owners and their pets [2][5][18]. Group 1: Market Trends - The pet market in China has undergone significant structural changes, with pet ownership evolving from mere companionship to treating pets as family members [5][18]. - The pet economy reached a scale of 592.8 billion yuan in 2023, with a year-on-year growth of 20.1%, and is projected to reach 1.15 trillion yuan by 2028 [18]. - The number of pet-related enterprises in China has surged to 4.5775 million, with a notable increase in registrations over the past decade [18]. Group 2: Consumer Behavior - Pet owners are increasingly sharing their pets' lives on social media, showcasing a shift from displaying their own lifestyles to highlighting their pets' experiences [5][6]. - The demand for pet food has shifted from basic dry food to fresh, customized meals, with pet owners seeking to provide diverse and nutritious diets for their pets [8][28]. - Pet fashion has become a significant trend, with owners dressing their pets in seasonal and fashionable attire, reflecting a desire for pets to embody their owners' style [12][32]. Group 3: Product Innovations - The rise of fresh pet food services, such as PetFresh, illustrates the growing market for customized pet meals, emphasizing health and variety [28][29]. - The pet apparel market is expanding, with both specialized pet brands and mainstream fashion brands entering the space, indicating a blend of functionality and style [32][34]. - Smart pet health management products are emerging, including wearable devices that monitor pets' health and activity, addressing owners' concerns about their pets' well-being [38][40]. Group 4: Emotional and Ethical Considerations - The emotional bond between pet owners and their pets drives the trend of pet humanization, where owners seek to fulfill their emotional needs through their pets [41][42]. - The responsibility towards pet care has evolved from basic needs to ensuring a high quality of life for pets, reflecting a shift in societal attitudes towards pet ownership [41][42].

Core Insights - The article discusses the rise of YETI, a company founded by two brothers in Texas, who identified a gap in the market for high-performance coolers while major outdoor brands overlooked this segment [2][4][10] - YETI's first product, the Tundra® cooler, was designed with superior materials and engineering, significantly outperforming existing products in durability and insulation [6][11] - The company targets a niche market of high-income outdoor enthusiasts, focusing on their specific needs and building a strong community around its brand [8][9][10] Product Philosophy - YETI emphasizes extreme performance and reliability, investing heavily in product testing and validation to establish trust with consumers [11][19] - The brand has transformed its coolers from mere tools into cultural symbols of adventure and resilience, appealing to users' identities [14][29] Marketing Strategy - YETI's marketing relies on authentic storytelling and community engagement rather than traditional advertising, leveraging real user experiences to build credibility [15][16] - The company has created a network of key opinion consumers (KOCs) who share their experiences, enhancing the brand's reputation within niche communities [17][27] Financial Performance - YETI maintains a high gross margin of 58.7% for its core hard cooler category, outperforming traditional outdoor apparel brands, indicating strong brand equity and pricing power [19][24] - The company has successfully expanded its product line into related categories, significantly reducing customer acquisition costs and demonstrating resilience during economic downturns [24][21] Strategic Insights - YETI's journey illustrates the importance of identifying overlooked market segments and investing in high-quality solutions to meet specific consumer needs [25][26] - The brand's strict pricing control and commitment to maintaining its premium positioning are crucial for sustaining its high-end market image [18][30]

New Product Launches - Jianai Super Bucket Lychee and Bayberry Flavored Fermented Milk has been launched, made from high-quality ingredients without additives and using 13 imported strains [4][5] - Oreo collaborates with Grammy-nominated artist Selena Gomez to launch a new cookie inspired by her love for horchata, featuring a unique three-layer structure [5] - Jasmine Milk White has introduced a summer limited "Romantic Summer Water" series, including five new tea flavors [5] - HOKA has launched a new shoe model, MAFATE SPEED 4 LITE TS, combining modern technology with minimalist aesthetics [5] Industry Events - Lucky Coffee has surpassed 6,000 stores nationwide, covering over 300 cities and achieving significant growth in various regions [11][13] - Salomon has opened a new standalone store in Shanghai, inspired by Parisian outdoor fashion [14] - Gu Ming collaborates with actor Wu Yanzu to enhance its coffee business, leveraging its extensive store network [14] - Professional running brand SOAR enters the Chinese market with a Tmall flagship store [15] Investment and Financing Movements - Qiyunshan Food Co. has submitted an IPO application to the Hong Kong Stock Exchange, focusing on its South Sour Jujube products [19] - British luxury leather and stationery brand Smythson has been acquired by private equity firm Oakley Capital [20] - Baozun has acquired the Chinese operations of international yoga wear brand Sweaty Betty [21] - Ferrero is investing €95 million (approximately 8 billion RMB) to expand production and logistics in France [21] - Tonic Health, a UK nutritional supplement brand, has completed a £2.8 million Series A funding round [21] - Samyang Foods is investing $150 million to build its first overseas factory in Jiaxing, China [21] - Plant Doctor has disclosed its IPO plans to list on the Shenzhen Stock Exchange [22] Food Industry Developments - Dongpeng Special Drink has launched a sugar-free energy drink with passion fruit and guava flavor [26] - CHALI has introduced a new series featuring herbal teas with no additives [26] - Nongfu Spring has announced a new iced tea product with 100% tea extract and no preservatives [27] - Asahi Beer has launched a new product, Asahi Super Dry 3.5, claiming to reduce sugar by 70% and energy by 40% [28] Beauty Industry Updates - Hakko Sake has partnered with Kose to create a new cosmetics brand, "itoshiro," featuring a UV brightening cream [30] - Suzhou Jiyi Technology has submitted an IPO application to the Hong Kong Stock Exchange [32] - INTO YOU has launched the second generation of its air lip mud product [33] - L'Oréal has introduced an AI beauty assistant named Beauty Genius [33] - Innisfree has officially closed its overseas flagship store as part of a strategic adjustment [34]