以下文章来源于FBIF食品饮料创新 ，作者FBIF FBIF食品饮料创新 . 深度，创新 新消费导读 清洁标签正在升温。 作者 ：橙子 来源：FBI F食品饮料创新 最激进的可能是渠道。盒马、 沃尔玛推出有清洁标签认证的自有品牌产品，叮咚买菜、天猫超市等参与清洁标签团体标准的制定。 这是新消费智库第 2 7 2 9 期文章 图片来源：盒马 APP截图 成绩已经在销售端体现。 12月11日盒马APP数据显示， 盒马首款清洁蛋挞 5万多人下单 。 品牌们也积极跟进清洁标签。有些品牌走在了前面， 争取所在品类的第一个清洁标签认证 。 图片来源：《小红书食品饮料行业洞察报告》 2025年3月，市场调研机构Innova也在《全球清洁标签趋势报告》指出，消费者正更加关注配料表，近四分之三的消费者会因为配料表而重 新考虑是否购买， 大多数消费者希望看到的是简单、真实、且自己能够理解和识别的配料 。 [2] 伊利旗下品牌伊知牛的安格斯牛肉，是国内首家获得 CTI华测检测"一级清洁产品认证"的牛肉产品。伊知牛销售部全国特渠经理武志宇告诉 FBIF，对于牛肉产品，消费者常因缺乏明确的品质判断标准而感到困惑，伊知牛主动申请检测认证 ...

李宁龙店将围绕 "领奖时刻"、"竞技时刻"以及"生活时刻"三大主题为消费者打造专属产品与体验，旨在为消费者提供一个融合体育精神共 鸣、文化深度交流与沉浸式产品体验的空间，感受 中国文化自信、体育精神与专业运动 科技的深度融合 。 这是新消费智库第 2 7 2 8 期文章 新消费导读 "2025年12月14日， 李宁品牌 以 "龙耀开启"为主题 在北京地标 性商圈三里屯太古里 隆重 举行全球首家龙店开业 及 全 新 荣 耀 金 标 产 品 系 列 正 式 发 布 仪 式 。 乒 乓 球 奥 运 冠 军 、 李 宁 品 牌 代 言 人 马 龙、刘诗雯身着荣耀金标产品亮相 ， 李宁集团副总裁及首席运营官 金翟宣、李宁集团副总裁及首席营销官汪轶、三里屯太古里总经理马 泽丹等嘉宾出席发布仪式 。 龙店：集产品体验、情感共鸣与文化交流于一体 龙店 (LI-NING LOONG STORE)，是李宁品牌倾力打造的全新店型。以 " 龙 " 命名新店型，源自于 " 龙 " 是中华民族传承千年的精神 图腾，同时也是李宁品牌 具有代表性的设计符号 之一。自 2000年悉尼奥运会， 李宁品牌 首次将 " CHINA 龙 " 元素融入 ...

这是新消费智库第 2 7 2 8 期文章 新消费导读 中国的新消费正在经历，一场深刻的变化。不信你 看 看 你 手 中 的 物 品 ， 过 去 ， 你 买 一 条 毛 巾 ， 是 为 了 " 擦 干 身 体 " （ 工 具 ） ； 今 天，你可能会为一条印有独特设计、材质特殊的 " 清洁仪式感 " 毛 巾付费 —— 它成了你浴室美学的一部分，是你个人品味的 道具 。 这便是当前消费升级最核心的转变：我们正从一个 " 工具型消费 " 的时代，大步迈入 " 玩具型消费 " 的时代。 作者 ：会写字的机器猫 来源：新消费智库 首先，是追求 " 即时满足 " 的心理。在信息过载、节奏飞快的时代，用户的耐心阈值被不断拉低 ， 以抖音为代表的平台成功揭示了这种偏 好：用几十秒内提供强烈情绪刺激的内容，替代了需要长时间沉浸才能获得满足的书籍或长视频。 过去的 工具产品 ， 核心是 满足功能性需求，核心是 " 解决问题 " 。 它追求 性价比 ，在过剩的制造业中高度同质化，陷入无止境的内 卷。例如：普通充电宝、基础款白 T 恤、工业量产的马克杯。 消费中的 玩具属性 ：提供即时乐趣、好奇与探索欲。如：泡泡玛特盲盒（过程即乐趣 ...

这是新消费智库第 2 7 2 7 期文章 新消费导读 1. 拉比 × 膳魔师限定款保温杯上新 2. 雀巢奇巧联名 7-ELEVEN 推出上新联名限定新品 3. 「 Peet' s 」 x 「 SALOMON 」联名上新 4. Mondel ē z 推出无糖奥利奥 5. 「星巴克中国」 x 《哈利波特》上新 6. Jol l ybaby 推出声效拳击手偶 7. 巴拉巴拉推出黑标鹅绒 8. 果子熟了推出「西柚黄金芽」与「白桃观音」新品 9. 宝宝树推出 AI 奇迹 2.0 系统 10. 权志龙将与 CDG 合作推出联名系列 11. 莲花即将上市松茸鲜升级版 12. 盐津铺子旗下 大 魔王官宣王一博为全球代言人 13. Prada 官宣杨幂成为品牌代言人 ...... 一周新品 1. 拉比 × 膳魔师限定款保温杯上新 图片来源：AI生成 拉比 × 膳魔师限定款保温杯上新，三丽鸥、 CHi iKAWA 、哈利波特等，宣称超高颜值，长效保温。 （ EBH 母婴时代） 2. 雀巢奇巧联名 7-ELEVEN 推出上新联名限定新品 近日，雀巢奇巧联名 7-ELEVEN 推出威化巧克力脆片与巧克力风味酱联名限定新品。据官方介绍 ...

这是新消费智库第 2 7 2 6 期文章 一鸣谈品牌 . 新消费导读 中式养生水，卖的是"水"还是"药"？ 作者 ：胡一鸣 以下文章来源于一鸣谈品牌 ，作者胡一鸣 胡一鸣，数一数二品牌战略咨询创始人，专注品牌战略及品牌营销实战21年，助力多个品类领先品牌，与你一起探讨品牌战略、品牌定位及营销原则。 来源：一鸣谈品牌 近两年， "中式养生水"这个赛道非常热。有不少创始人带着自家产品找到我，有黑芝麻的、枸杞的、桑葚的，都想杀进"中式养生水"这个赛 道。 毕竟，这个赛道看起来，市场够大，利润也很好。一整根人参水火过，好自在的红豆薏米水也卖得还不错。 但每次，我都会问他们同一个问题： 你的产品，到底是 "水"，还是"药"？ 这个问题看似简单，实则暗藏中式养生水这个赛道的陷阱。只有破解了这个陷阱，你的品牌才能找到真正的破局之道。 中式养生水卖的是 "水"，还是"药"？ 为什么先问这个问题？ 因为我发现，绝大多数中式养生水品牌，都死在了一个关键的战略问题上： 它们陷入了 "身份危机"，到底卖的是"水"，还是"药"？ 当你把 "功效"拉满，把它做得如此像一剂"猛药"或"补品"时，消费者会在什么时候喝它？ 答案是： 在需要 ...

Core Insights - The article highlights the rapid growth of the health wine market, particularly among younger consumers, with a projected market size increase from 58 billion yuan in 2024 to 300 billion yuan by 2030, driven by a shift in consumer preferences towards self-care and wellness [2][7][31]. Group 1: Market Performance - A specific product, the 125ml red label health wine, achieved sales exceeding 5 billion yuan in the first half of 2025, marking a year-on-year growth of over 50% [2][7]. - The health wine market saw a significant sales increase of 75.8% year-on-year and a volume growth of 33.2% from January to August 2025 [7]. Group 2: Consumer Demographics - The traditional health wine market, previously dominated by older male consumers, is experiencing a structural shift as younger demographics, particularly those aged 18-35, increasingly prefer health wines over traditional spirits [8][10]. - Approximately 35% of young consumers prefer health wines in social settings, reflecting a broader change in consumption attitudes driven by health concerns and lifestyle pressures [10]. Group 3: Cultural and Psychological Factors - The concept of "light wellness" is emerging among younger consumers, providing a low-cost, immediate feedback mechanism for health management amidst high societal pressures [10][14]. - The "food and medicine are of the same origin" philosophy is gaining traction among young consumers, facilitating the acceptance of health wines as a modern, enjoyable choice rather than a medicinal product [13][14]. Group 4: Female Consumer Influence - Female consumers are becoming a significant growth driver in the health wine market, with a notable increase in products targeting beauty and health benefits [16]. - A specific brand reported adding approximately 9 million young users in the past two years, with 4 million being female, indicating a strong emotional connection and value recognition among women [16]. Group 5: Product Innovations - The health wine market is undergoing five key transformations, including a shift from traditional gifting to personal consumption, a change in consumer mindset from social currency to self-satisfaction, and a move towards smaller, more portable product formats [18][19]. - Innovations include lower alcohol content to reduce psychological barriers for young consumers, with examples like the 26-degree "Gu 20" health wine attracting a younger audience [21][22]. Group 6: Marketing Strategies - Brands are adopting emotional marketing strategies, utilizing collaborations with popular culture (e.g., music festivals) to create a relaxed and enjoyable image for health wines [28][29]. - The focus is on creating a cultural identity around health wines, positioning them as lifestyle products rather than merely functional beverages [28][29]. Group 7: Future Trends - The health wine industry is expected to evolve towards a more scientific approach, emphasizing verifiable health benefits and ingredient transparency [31][32]. - There is potential for further segmentation of the consumer base, leading to customized products tailored to specific lifestyle needs and preferences [33].

以下文章来源于精练GymSquare ，作者Wynne 精练GymSquare . 精练GYMSQUARE是中国领先的健身和运动生活方式产业服务品牌。通过深度和前沿的行业洞察，服务中国健身和健康新经济，持续聚焦大健身产业、教 练职业和用户运动趋势。我们强调原创与价值创造：与精益练习者，建造自由运动广场。 这是新消费智库第 2 7 2 4 期文章 新消费导读 谈糖色变的都市人，捧红千亿级低GI食品市场。 作者 ： Wy n n e 来源：精练G y m Sq u a r e，G y m Sq u a r e是一个原创精品健身内容平台，文章已授 权转载 0 糖 0 脂 0 添加后，注重健康的都市人又把目光瞄向了「低 GI 」。 品牌们早已开始行动。盼盼、江中猴姑等品牌推出低 GI 配方食品；去年，喜茶推出使用低 GI 糖原料制作的「 + 慢糖多肉葡萄」；霸王茶 姬野升级推出健康计算器，为每款低 GI 饮品定制专属标识；盒马、叮咚上也开辟了低 GI 食品专区 . . . . . . 《 2024 京东食品饮料健康趋势 白皮书》显示，近一年低 GI 食品饮料的搜索热度同比增长 56% ，相关销售额也显著提升。 低 G ...

这是新消费智库第 2 7 2 3 期文章 新消费导读 ...... 一周新品 1. 让茶宣布「芭乐油柑茉莉茶」全渠道上新 1. 让茶宣布「芭乐油柑茉莉茶」全渠道上新 2. 元 气森林果汁新品上市 3. 好时公司推出限量版好时迪拜风格巧克力棒 4. 洽洽在盒马上新秋冬限定「暖暖姜茶味瓜子」 5. 旺旺莎娃推出辣椒酒 6. 加点滋味 ×脆升升联合推出重庆辣子鸡味脆辣薯条新品 7. Dior 推出女装奖学金 8. 奈雪 10 周年高圆圆成品牌代言人 9. 喜茶上新茶坊苦抹 10. 煌上煌首家热卤店开业 11. 巴比小笼包新店型华南首店开业 12. 香飘飘全国首家线下奶茶店开业 13. Chanel 在上海揭幕首个公共图书馆 近 日 , 让茶宣布「芭乐油柑茉莉茶」全渠道上新。新品延续让茶首创的「无糖果茶 + 益生元 + 高山茶底」的健康品质配方，坚持 0 糖 0 能量，精选海拔 800 米以上高山茶， 100% 真茶萃取；风味上融合芭乐与油柑双重果味，造就清爽酸甜、一口回"柑"的独特口感。（ FDL 数食主张） 2. 英氏推出马年新年装 英氏推出马年新年装，舞龙、熊猫、金鱼惊喜出场新春精气神，喜跃新年装英氏 YeeH ...

Core Viewpoint - The article discusses the recent trend of transparent beverages, particularly focusing on the launch of a transparent cola by Pepsi in Thailand, which has sparked consumer interest despite its higher price point compared to traditional cola products [5][10][33]. Group 1: Product Launch and Consumer Reaction - A transparent cola priced at 11.5 yuan for 550ml has gained attention on social media, with consumers intrigued by its unique appearance and taste, which is reported to be similar to regular sugar-free cola [5][10]. - The marketing campaign for Pepsi Clear emphasizes the concept of "clarity," aiming to convey a sense of freshness and purity through its advertising [11][12][15]. Group 2: Historical Context of Transparent Cola - The history of transparent cola dates back to World War II, with a notable early version being Crystal Pepsi launched in 1992, which aimed to cater to health-conscious consumers by removing caramel coloring [19][20]. - Despite initial sales success, Crystal Pepsi ultimately failed due to consumer dissatisfaction with its taste and the competitive response from Coca-Cola, which launched Tab Clear as a strategic counter [22][24][27]. Group 3: Market Trends and Innovations - The rise of transparent beverages reflects a broader consumer preference for products that appear lighter and less processed, aligning with health trends and the desire for "clean" labels [50][52]. - Other companies, including Suntory and Coca-Cola, have also introduced various transparent products, indicating a growing trend in the beverage industry towards innovation in product appearance and formulation [36][38][39].

Core Insights - The article discusses the rise of parody brands and their appeal among young consumers, particularly in the context of established luxury brands like Arc'teryx and Ralph Lauren [3][14][25]. Group 1: Brand Imitation and Consumer Behavior - The emergence of parody brands, such as "始祖马" (Ancestor Horse), reflects a trend where consumers engage with fashion in a humorous and ironic manner, often as a critique of blind consumerism [6][12]. - Young consumers are increasingly drawn to these parody products, which offer a sense of individuality and a break from traditional luxury branding [12][31]. - The popularity of these parody items is partly driven by their lower price points compared to original luxury brands, appealing to cost-sensitive consumers [28][30]. Group 2: Market Performance of Luxury Brands - Ralph Lauren reported a 17% year-over-year increase in net income, reaching $2 billion, with a notable 30% sales growth in the Chinese market [26]. - Arc'teryx's parent company, Amer Sports, saw a 30% revenue increase to $1.756 billion, with a 47% growth in the Greater China region [26][27]. - The financial success of these brands highlights the ongoing demand for high-quality products, even as parody brands gain traction [26][27]. Group 3: Consumer Trends and Preferences - The article notes a shift in consumer preferences, with younger generations prioritizing personalized expression and cultural identity over traditional brand loyalty [31][32]. - Emotional consumption is becoming a significant trend, where consumers are motivated by personal satisfaction and curiosity rather than mere brand prestige [32][33]. - The economic environment has led to a bifurcation in the market, with one segment focusing on high-quality, premium brands and another catering to price-sensitive consumers seeking value [30][31]. Group 4: Intellectual Property Concerns - The rise of parody brands raises potential intellectual property issues, as these products often mimic established brands without authorization [14][34]. - Legal actions have been taken by brands like Ralph Lauren against imitators, indicating the ongoing tension between parody and trademark infringement [38][41].