这是新消费智库第 2 6 8 9 期文章 新消费导读 最近西贝与百果园遇到的危机，其实都是必然会发生的事情，因为背后潜 藏着对公关的认知理解的一些偏差。 作者 ：龙猫君 编辑：竺天 审核： Single 来源：新消费智库 第一：很多传统消费品牌公司，真的很不重视公关。 不重视公关的意思是在很多甚至都已经上市的老板心智里，压根不觉得公关是一个有用的岗位，所以干脆很多快消品公司，根本没有公关总监 这个职位。 甚至业绩一不好，认为不需要公关的消费品公司老板，第一件事就是裁掉公关总监和公关团队，所以最近两年，我接到的很多活是帮助失业的 公关同学找到新的工作。 当然也有思想更先进的老板，已经雇佣了公关总监，甚至有时候花钱找到了行业里比较好的公关总监，但是让公关总监的职能异化为 做 跟市 场总监一样的活。 我几个月前，就遇到过一个公关总监，我问他的核心职责现在是什么？他说他现在主要是帮助电商团队卖货，承担 KPI 的业绩考核，作为公 关，他不光没有花钱的预算，还要承担自己赚钱养活自己的职责。 听完这个故事，不知道为什么心里有点酸楚，为这个行业，也是为这位同学。 不过即使老板愿意给预算，也愿意给一个小团队了，也不让公关的同 ...

这是新消费智库第 2 6 8 8 期文章 新消费导读 1. 蒙牛推出奶酪小丸子 2. 好奇小森林系列全新「 0 痕」升级 3. 明治 SAVAS 劲倍士推出新款乳饮料 4. WE11DONE 发布 2025 秋冬系列 朋克奇境 5. Babycare 推出飞行舱遛娃车 6. DQ 上新汉堡 7. 奇华顿任命新 CEO 8. 康师傅推敢于叫板外卖行业的新品 9. 张亮退出张亮麻辣烫直接股东 10. 永辉唐山首家调改店开业 11. 沃尔玛推出 AI 超级代理优化购物体验 12. 美团旗下快乐猴超市全国首店 13. 豆本豆 x 《喜羊羊与灰太狼》推联名豆奶 . . . . . . 一周新品 1. 蒙牛推出奶酪小丸子 蒙牛奶酪小丸子新装上市，含有草莓味和缤纷水果味，减蔗糖、减脂，清爽好味道，干酪含量 ≥ 20%, 包裹真实果酱与醇厚奶酪交织成轻盈 的平衡。 （ EBH 母婴时代 ） 2. 三得利将推出 The Bezel s 无酒精啤酒饮料新品 近日，三得利将推出 The Bezel s 无酒精啤酒饮料新品。据官方介绍，该新品添加经原酒脱醇工艺制成的烈酒提取物，采用啤酒陈酿（ Aging ）工艺，酒精含量为 0.00 ...

这是新消费智库第 2 6 8 7 期文章 新消费导读 罗永浩VS西贝这场大战，谁会赢，谁会输？ 作者 ：龙猫君 编辑：竺天 审核： Single 来源：新消费智库 1、罗永浩VS西贝这场大战，谁会赢，谁会输？ 先说结论，罗永浩必然大获全胜。西贝也许赢得了官司，但大概率输了品牌。为什么？ 首先，传播学中有一个重要的概念，互联网传播中，叫做个人立场、情绪＞事实。 关于西贝使用的到底是不是预制菜这个最核心的观点，只要立场站在的不一样，就会完全得出不一样的结论。 现在微信群、社交媒体、小红书正在引发激烈的站队，一方认为，只要不是在店里现杀、现做的鱼、菜，就都是预制的。 从这个结论出发点而言，现在的大部分上规模的连锁餐饮都要倒霉，因为没有一个品牌可以做到在餐厅里现场杀牛，现场杀鱼，商场部允许， 大型屠宰，法律也不允许。 而站在贾国龙的立场中，贾 国 龙援引 2024 年国家六部门联合发布的文件，文件明确预制菜是"工业化预加工 的预包装，成品菜肴，加热 后即可使用，所以西贝的菜不是预制菜，因为西贝的菜有的菜在门店切的，有的在中央厨房切的，但每道菜都是在门店做的。 图片来源：ai生成 但这个解释无效，原因如下： 消费者苦食 ...

这是新消费智库第 2 6 8 6 期文章 新消费导读 食 品 行 业 ， 作 为 一 个 深 度 内 卷 ， 产 品 同 质 化 严 重 的 赛 道 ， 通 过 差 异 化 背 书 ， 如 申 报 国 际 奖 项 ， 以 此 来 区 隔 产 品 特 性 ， 成 为 众 多 食 品 品 牌 必 选 之 路。 而创立于 2005 年的国际美味奖，作为食品奖的奥斯卡，至今有 20 年 的历史，是全球范围内最具有影响力的食品与饮料风味认证奖项。该奖项 由来自 20 多个国家的 200 多名米其林星厨组成评委团进行盲测，依靠 五大感官进行严格打分。 01 秋林 . 里道斯红肠 截止 2025 年，有众多的中国食品品牌参与评选，艾沃德国际奖项研究 所 通 过 对 最 近 年 获 奖 案 例 的 研 究 ， 整 理 出 了 中 间 最 有 代 表 性 的 25 个 创 新食品品牌，发布国际美味奖获奖创新产品 TOP25 案例榜单盘点，希 望帮助更多食品品牌看到创新，也看到自己和国际奖项产品之间的距离， 以下为 TOP25 榜单案例。 编辑：竺天 审核： Single 来源：艾沃德国际奖项研究所 第一部分： 国际美味大奖 T ...

这是新消费智库第 2 6 8 5 期文章 新消费导读 1. 蒙牛推出功能牛奶系列新品 2. 青岛啤酒 花开茉白上市 3. 果子熟了 推新大麦茶 4. 茉 莉奶白 ×上海美术电影制片厂上新 5. 蜜雪冰城上新两款开学季新品 6. H&M 进军巴西市场 7. 幸运咖马来西亚门店开业 8. 珀莱 雅拟赴港上市 9. a2 牛奶完成收购雅士利新西兰工厂 10. 彩妆品牌花知晓完成 B 轮融资 11. 双汇推出卡滋咔咔猪皮脆片 12. 康师傅冰红茶上新鸭屎香柠檬茶 13. 梵克雅宝呈献 Perlée 系列臻作 . . . . . . 一周新品 1. 百加得朗姆酒和可口可乐在澳推新品 百加得朗姆酒（ Bacardí Rum ）与可口可乐合作，日前在澳大利亚推出两个品牌的多个合作项目，包括推出两种即饮口味，分别是 Bacardí Rum and Coca-Cola 和 Bacardí Spiced Rum and Coca-Cola 。澳大利亚将是第一个品尝到后者的国家。上述饮品以 330 毫升罐装（酒精度 4.8% ）的形式在全澳所有主要瓶装店和选定的有牌照场所均有销售。（ 小食代 ） 2. 蒙牛推出功能牛奶系列新品 图 ...

Core Viewpoint - The popularity of trail running in China is driven by a combination of factors including the desire to escape urban life, the increase in events and brand sponsorships, and the conversion of event traffic into consumer spending [6][8]. Group 1: Market Growth and Trends - The number of trail running events and participants in China has seen the highest growth rate globally in recent years, indicating a booming market [12]. - Three main business segments benefiting from the trail running trend are event operations, trail running shoes, and local tourism [13]. - Event operations are at the core of the trail running industry chain, with companies like Sanfu Outdoor and Langtu Sports leading the way [14]. Group 2: Event Operations - Sanfu Outdoor's event division reported a revenue of 934,000 yuan in the first half of the year, but incurred a loss of nearly 3 million yuan [15]. - The low profitability of event operations is offset by the brand-building benefits and the ability to attract high-engagement users, which can lead to long-term gains [16]. - Events like the Salomon "Lighthouse Plan" are designed to enhance the event ecosystem and provide sustainable growth for the industry [16]. Group 3: Trail Running Shoes - Online sales of trail running shoes in China grew by 76% to 350 million yuan in 2023, nearly doubling from the previous year [20]. - The leading brand in this segment is Kailas, whose "Dapo Wang" FUGA series saw a staggering sales increase of 269% year-on-year [21]. Group 4: Impact on Local Tourism - Events have a significant spillover effect on local economies, boosting sectors such as transportation, accommodation, dining, and retail [22]. - The Chongli 168 event attracted over 170,000 visitors, generating tourism revenue exceeding 168 million yuan [23]. Group 5: Brand Landscape - The domestic market features over 40 trail running shoe brands, with Kailas, HOKA, and Salomon recognized as the "big three" [28]. - These brands are actively engaging in event sponsorships and community operations to capture the younger demographic interested in trail running [30]. Group 6: Future Trends - The trail running shoe market is expected to evolve towards high performance and professionalization, while also becoming more fashionable for everyday wear [43]. - Brands are focusing on maintaining core runners while also appealing to broader audiences through trendy designs and collaborations [42].

这是新消费智库第 2 6 8 3 期文章 新消费导读 在武大樱花树下卖 奶茶，去河南乡镇刷墙 ， 益禾堂用 " 城乡双轨制 " 打破茶饮内卷死局。 作者 ：李佳蔓 编辑：竺天 审核： Single 新茶饮 们， 别再搞 " 一线城市内耗 "！ 当所有新茶饮品牌都在一线城市 CBD 卷生卷死，用 " 高端 "" 轻奢 "" 第三空间 " 等标签包装自己时，益禾堂却悄悄玩起了 " 城乡通吃 " 的野路子 。 益禾堂要的不是简单的 " 农村包围城市 " ，而是用同一杯柠檬水，同时满足都市青年对 " 樱花浪漫 " 的想象，和乡镇居民对 " 解渴便宜 " 的刚需。 网友 " 小海呀。 " 评论： " 老实说，新出的薄荷柠檬水真的很好喝，能比雪王柠檬水好喝很多。 " 一边在武汉大学樱花树下搞沉浸式牧场旗舰店，收割大学生社交打卡的流量；一边在河南乡镇的土墙上刷满 " 薄荷柠檬水，清凉解暑就喝它 " 的魔性标语，攻占 " 信息洼地 " 里的下沉市场。 来源：新消费智库 是不是 像极了当年拼多多用 " 砍一刀 " 攻占五环外市场的野蛮生长 ？ 但益禾堂的野心更大 。 网友 " Magnol ia " 吐槽： " 能不能做个不加 ...

Group 1 - The core viewpoint of the article highlights the recent product launches in the food and beverage industry, showcasing innovation and market expansion strategies by various brands [4][6][19]. Group 2 - Mixue Ice City has launched a new "Lemon Milk" series, which includes Lemon Milk Coffee and Snow King Lemon Milk, emphasizing rich and refreshing flavors [4][24]. - Want Power, a brand under Wangwang, introduced a new product "Berry Care," featuring five core ingredients aimed at health-conscious consumers [4]. - Joyoung has released a new fig and flaxseed soy milk powder, targeting female consumers with high protein and fiber content [4]. - Kirin Beverage has launched a roasted tea latte, designed for various consumption scenarios such as studying and working [5]. - Yili's Ikahuo has introduced a new health drink made from iron skin dendrobium and western ginseng, utilizing advanced preservation techniques [6]. - Menglong Ice Cream has unveiled a new glowing ice pop, appealing to health-conscious consumers with its low-calorie content [7]. - Heytea has launched a new ice drink made from a specific type of melon, highlighting unique production techniques [7]. - Nongfu Spring has introduced a new series of bottled water sourced from various locations across China [7]. - Sanofi Group has launched a new herbal tea product, focusing on light health benefits [7]. Group 3 - Babycare has announced actress Guo Biting as its new brand ambassador, launching a themed short film [8]. - Mengniu has appointed a new CFO, indicating a shift in its executive leadership [8]. - KFC has opened its first KPRO restaurant in Henan, focusing on balanced meal options [10]. - Lucky Coffee has opened its first overseas store in Malaysia, marking its global expansion [10]. Group 4 - Shibeikang has completed a nearly 100 million RMB Series B financing round, aimed at accelerating its drug development pipeline [14]. - Pure Fitness has secured $50 million in funding, indicating strong investor interest in the fitness sector [16]. - Sleep.ai has raised $5.5 million in funding, transitioning to a focus on commercialization and partnerships [17]. - Anta has announced an investment in the Korean fashion group MUSINSA, establishing a joint venture in China [17]. Group 5 - Coca-Cola has launched customized snack products for bulk retail, expanding its product offerings [19]. - Kangshifu has undergone significant management changes, indicating a strategic shift within the company [19]. - Nayuki has collaborated with a brand to launch a new beverage line, enhancing its product diversity [19]. - Ganyuan Food has introduced a new rice cake series with various flavors, focusing on quality ingredients and innovative cooking methods [19].

New Consumption Highlights - Let Tea became the exclusive tea beverage sponsor for Zhejiang TV's "2025 13th Yao Foundation Charity Match," showcasing its brand strength alongside other well-known brands like Wuliangye and Taobao [5][6] - Mogao Co. launched low-bubble wine, expanding its product line with four core strategic new products [6] - Master Kong introduced a new "Specially Fresh Noodles," utilizing a unique cooking process to replicate the taste of freshly cooked noodles [7] - Lays released limited-edition "Sparkling Water Flavor Chips," featuring two flavors that simulate a bubbly taste [8] - AW, a high-end organic supermarket, opened its first store in China, targeting health-conscious consumers [13] - JD.com completed the acquisition of Hong Kong's Jia Bao Food, establishing a new innovative retail division [17] - Bai Ji Fu launched a new strawberry-flavored cheese product, emphasizing high nutritional value [19] - Ha Yao Group's Sanjing Children's Pharmaceutical launched a new children's skincare brand [25] - Proya announced actress Song Jia as its global skincare brand ambassador, enhancing its brand image [25] Industry Events - Asics collaborated with SHUSHU/TONG to launch a new sneaker line, blending unique aesthetics with classic shoe designs [10] - Dream Ice Cream's new CEO visited China, highlighting the importance of the Chinese market for the company's growth [12] - Junlebao and Jiangnan University established a joint innovation center focused on probiotics [12] - The first store of "Tao Xiaopang" supermarket opened in Chongqing, marking its expansion beyond Henan [12] - Fonterra expanded its cheese production capacity in the UK to meet rising demand [12] Investment and Financing Trends - Hangzhou He Peng Biotechnology secured 10 million RMB in angel financing to enhance product development and market expansion [13] - A2 Milk Company announced the acquisition of Yashili New Zealand Dairy for approximately NZD 282 million [16] - JD.com completed the acquisition of Hong Kong's Jia Bao Food, furthering its retail strategy [17] - Arla Foods invested €5.09 million to expand its cheese production line in Bahrain [16] New Product Launches - White Elephant launched a new 1L sugar-free tea, made from selected tea leaves [6] - Li Ziyuan introduced a new bubble milk product with low fat and sodium content [7] - Mengniu launched two new products, including lactose-free milk to cater to lactose-intolerant consumers [7] - Dali's Douben Dou launched a new fruit-flavored soy milk, combining fruit flavors with rich soy taste [7] - Light Up Water introduced barley leaf green juice powder, emphasizing health benefits [22] Beauty and Personal Care Developments - LV opened its first global beauty and fragrance store in Nanjing, marking a significant expansion in the beauty sector [25] - Haya Group's Sanjing Children's Pharmaceutical launched a new children's skincare brand [25] - The skincare brand Oneskin completed a $20 million financing round led by Prelude Growth Partners [15] - The personal care brand Earthism appears to have closed its online stores, indicating potential challenges in the market [28]

Core Viewpoint - The climbing sport is gaining popularity in China, driven by the 2024 Paris Olympics and social media engagement, with significant growth in commercial climbing gyms and related industries [5][10][16]. Group 1: Market Growth and Trends - The number of commercial climbing gyms in mainland China surpassed the United States for the first time in 2023, increasing by 27.5% to 811 gyms [10]. - The climbing community is expanding, with over 55 million participants on Douyin and climbing-related content on Xiaohongshu increasing by over 30 times in four years [6][7]. - The potential market for climbing gyms in China could range from 2,700 to 6,400 based on the population, indicating significant room for growth [12]. Group 2: Investment and Capital Influx - Capital investment is accelerating the expansion of climbing gyms, with notable investments such as the angel round financing for "Leipan Technology" aimed at standardizing climbing gym operations [13]. - "Banana Climbing" has received over 500,000 visitors across 11 locations, with plans to expand to 100 gyms, reflecting the growing interest in climbing [14]. Group 3: Industry Dynamics and Consumer Behavior - The climbing industry's growth is attributed to increasing public demand for healthy lifestyles and the sport's social and engaging nature, attracting a diverse demographic [16][17]. - Climbing gyms are not in direct competition due to the industry's unsaturated nature, focusing instead on capturing market share from traditional fitness and training facilities [23]. Group 4: Business Models and Revenue Streams - The primary customer base for climbing gyms includes youth and adult climbers, with revenue generated from courses, experiences, and memberships [25][30]. - Youth climbing training programs show higher customer retention rates and quicker return on investment compared to adult-focused offerings [32]. Group 5: Supply Chain and Domestic Production - The climbing equipment market is experiencing rapid growth, with sales of climbing chalk, shoes, and helmets increasing by 210%, 52%, and 37% respectively [49]. - Domestic manufacturers are capitalizing on local supply chain advantages, with climbing wall orders increasing by 200% amid rising demand [52]. Group 6: Challenges and Opportunities - The climbing industry faces challenges such as a shortage of qualified coaches and high equipment costs, which could hinder growth [21][45]. - There is a significant opportunity for domestic brands to innovate and reduce costs in climbing gear production, as evidenced by the emergence of new local brands [46][62]. Group 7: Brand Development and Community Engagement - Brands are actively contributing to the development of climbing infrastructure and community engagement through sponsorships and events, enhancing the sport's visibility [78][86]. - The long-term success of climbing brands will depend on their ability to build lasting relationships with consumers and foster a sense of community within the climbing culture [88][90].