HOLIDAY NOTICE JITY i簡尖I 感谢大家一直以来的 关注与支持! 因春节假期安排,公众号将暂停更新 放假时间 2月12日 (周四) 至 2月24日 (周二) 9 恢复更新 2月25日 每周照常更新,继续带来优质内容 假期期间可回顾往期精彩文章 文中图片来源：AI生成。 本文图片仅用于图片介绍，不作任何商业用途，如有侵权，可联系小编删除。 新消费专访 玛士撒拉 斛妈妈 / 星聚会 / 奥特乐 / MU16 / 熊小婴 / 零食很忙 / 一整根 / 熊猫沫沫 / 布卡星 / 欧福蛋业 / 小牛电动 / 福原之家 / 黄天鹅 / 乐乐茶 / 虎邦辣酱 / 倍珍保 / 小牛凯西 / 士力清 / Ulanzi / 样美 / 每日的菌 / 遁甲科技 / 邦邦机器人 / 俊平大魔王 / 优布劳 / 周黑鸭 / 牛大吉 / 馋匪 / 比 瑞吉 / WAT / 熊猫不走 / 番茄资本 / 爱视小爱浆 / 劲面堂 / 仙味爷爷 / 乐体控 / 奈雪的茶 / LOHO / 江小白 / 未卡 / 鲨鱼菲特 / BC极选 / 巴比 馒头 / 张沫凡 / 佩妮6+1 / 于小菓 / 小浣熊 / 胖虎科技 / Maia ...

Core Insights - The Chinese new tea beverage market is experiencing a significant slowdown, with the growth rate dropping from 24.9% (2017-2022) to 6.4% in 2024, indicating a shift from expansion to competition in a saturated market [4][34][37] - The market is projected to reach a size of 3547.2 billion yuan in 2024, with growth rates stabilizing between 5%-7% in the first three quarters of 2025, marking the transition to a phase of stock competition [4][37] - The competitive landscape is characterized by a concentration of market share among leading brands, with smaller brands struggling to survive [5][49] Group 1: Industry Trends - The new tea beverage industry has officially transitioned from a high-growth phase to a period of meticulous management and profitability focus, moving away from rapid store openings and population growth [4][34] - The number of new tea beverage stores opened in the past year was 118,000, while 157,000 closed, resulting in a net decrease of 39,000 stores, highlighting the intense competition and market saturation [5][47] - The health trend in the industry is deepening, with the use of sugar substitutes in milk tea reaching 61.3%, and the application of plant-based ingredients increasing from 18.9% in 2024 to 26.4% in 2025 [7] Group 2: Brand Dynamics - Leading brands like Mixue Ice City and Bawang Chaji are expanding rapidly, with Mixue Ice City surpassing 53,000 global stores and Bawang Chaji increasing to 7,038 stores, reflecting a trend of head brand concentration [5][44] - Mid-tier brands are facing significant challenges, with companies like Nayuki's Tea reporting a revenue decline of 4.7% and a net loss of 919 million yuan in 2024 [6][49] - The market is witnessing a "one super, many strong" structure, with Mixue Ice City holding a dominant position and other brands like Bawang Chaji and Gu Ming rapidly gaining ground [55] Group 3: Market Strategies - Brands are increasingly focusing on emotional marketing, with Bawang Chaji positioning itself as a solution for emotional needs among young consumers [10] - The exploration of overseas markets has become a core strategy for leading brands, with Bawang Chaji's overseas GMV exceeding 300 million yuan in Q3 2025, marking a 75.3% year-on-year growth [8] - The industry is shifting towards value competition, moving away from price wars, as brands like Xicha announce a return to user and brand focus, halting low-price competition [14] Group 4: Consumer Behavior - The rise of the "one-person economy" is driving demand for smaller, high-quality products, as consumers prefer moderate consumption over large quantities [25][26] - The focus on seasonal products has become a fixed rhythm, with multiple brands launching offerings based on seasonal fruits, indicating a trend towards timely innovation [22] - The consumer landscape is stabilizing, with shopping and afternoon tea becoming dominant consumption scenarios, limiting the expansion of new consumption contexts [38]

这是新消费智库第 2 7 5 7 期文章 新消费导读 1. 神探伍伍 | 低升糖指数原切苹果脆 2. 喜茶上线苹果小奶茉牛乳茶 3. 星期零推出 2026 马年新春限定礼盒 4. 七鲜 |12 度浓醇豆浆 5. 立顿推出香菜奶茶 6. 佳沃焕鲜香气蓝莓 7. 山姆 | 北京同仁堂有机黑果枸杞原浆 8. 海河乳品上新云顶藏金咸茶乳 9. 果子熟了无糖茶新品 7-11 上市 10. 盒马上新爆汁果粒双柚汁 11. 茉莉奶白开启 新年红 12. 爱羽乐正式官宣胡杏儿为品牌首位代言人 13. 统一推出「神采焕发 五黑芝麻乳」新品 ...... 一周新品 1. 神探伍伍 | 低升糖指数原切苹果脆 图片来源：AI生成 完整原切，低 GI 认证，清甜酥脆自然果香，科学工艺，锁住营养，优质红富士去皮去核，原切厚圈，更完整！ （ 食业头条 ） 2. 喜茶上线苹果小奶茉牛乳茶 近日， 喜茶上线苹果小奶茉牛乳茶。据品牌介绍，新品采用鲜牛乳（添加量 ≥ 12% ），添加了红富士苹果汁（添加量≥ 30g/L ）和茉莉 花茶（添加量≥ 8g/L ），不添加植脂末和速溶茶粉。其中，茉莉花茶是将来自云南、四川的烘青绿茶与大朵横州茉莉花反复窨 ...

Core Insights - The article highlights the significant growth in the online sales of body care products, which increased by 27% year-on-year, indicating a shift in consumer focus from basic grooming to more personalized and emotional value-driven care [2][7][19] - The Chinese personal care market is expected to undergo a transformation by 2025, moving from basic cleaning to precise care and emotional value [2][6] Industry Landscape - The personal care market in China is experiencing a dual trend, with traditional segments growing slowly while emerging niches expand rapidly. The hair care market reached 55.9 billion yuan in 2023 and is projected to exceed 70 billion yuan by 2026 [6] - The body care segment has become the largest highlight, with online sales surpassing 65.1 billion yuan, accounting for 56% of the personal care market [7] Consumer Demographics - The primary consumer demographic consists of women aged 21-35 in first-tier and new first-tier cities, making up over 70% of the market. Female users account for over 85% of personal care consumers, with a notable increase in the under-30 age group [9] Consumer Pain Points - There is a growing disconnect between product promises and actual results, leading to a trust crisis in the industry. 63% of consumers no longer believe in the efficacy claims made by brands [12][13] - The complexity of ingredient lists and lack of transparency create confusion for consumers, making it difficult to discern necessary components from potential irritants [14][15] - Consumers face decision fatigue due to an overload of choices, with 71% stating they cannot find products that fully meet their needs [15][16] - The mismatch between price and perceived value is evident, as high-end products often do not deliver significantly better results than lower-priced alternatives [17] Market Trends - Body care has surpassed hair care as the largest segment in personal care, driven by a shift in consumer attitudes towards self-care and holistic well-being [19][21] - Domestic brands are moving from a focus on cost-effectiveness to value leadership, addressing specific local consumer needs that international brands may overlook [22] - Fragrance has become the primary purchasing decision factor in body care, with over 50% of consumer discussions centered around scent experiences [23] Product Innovation - The concept of "clean beauty" is transitioning from niche to mainstream, with the global market expected to grow from $7.15 billion in 2024 to $8.09 billion in 2025, reflecting a shift in consumer attitudes towards ingredient safety [24][25] - Traditional herbal ingredients are making a strong comeback, providing a unique competitive advantage for domestic brands in hair and scalp care [26][27] - High-efficacy ingredients from facial care are increasingly being applied to body care, indicating a rising consumer expectation for body products to deliver similar results [30] Consumer Experience - The personalization of fragrance choices is on the rise, with unique scents becoming a way for consumers to express their identity [31] - The emergence of therapeutic fragrances reflects a growing consumer focus on emotional well-being, although the subjective nature of these experiences can lead to polarized reviews [32][33] - The expansion of personal care consumption into various life scenarios, such as gifting and travel, is creating new market opportunities while also raising concerns about over-packaging and single-use products [34][35] Brand Innovation - Brands are redefining their core competencies by focusing on specific consumer needs and creating products that resonate with modern lifestyles, such as health-oriented solutions [36][37] - The trend towards comprehensive scalp care reflects a shift in consumer perception, viewing scalp health as integral to overall well-being [39][41]

Core Insights - The article emphasizes the shift in consumer behavior towards "experiential economy," where consumers are increasingly seeking differentiated experiences rather than standardized offerings [4][6][21] - The data from Douyin indicates significant growth in various sectors, particularly in local cuisine, high-quality hotels, and entertainment events, highlighting the evolving landscape of consumer preferences [5][12][17] Group 1: Consumer Trends - Over the past year, Douyin has seen over 10 million users checking in to Shanghai, with significant engagement in local food and nightlife, indicating a vibrant service ecosystem [2][3] - The "experiential economy" is becoming a new variable in urban consumption, particularly in sectors that excel in creating service experiences, such as dining and hospitality [6][21] - Regional specialties are gaining popularity, with local cuisines like Yunnan and Guizhou dishes seeing an 86% increase in daily orders on Douyin by July 2025 [8][9] Group 2: Restaurant and Hotel Industry - The restaurant industry is undergoing structural adjustments, with local delicacies driving growth, while the hotel sector is witnessing a rise in high-quality, experience-oriented accommodations [5][12] - By 2025, high-end hotels in cities like Hangzhou and Shanghai are expected to see significant sales growth, with luxury hotels in Hangzhou contributing over 40% of sales [13][14] - Douyin's "Heartfelt List" for hotels has led to a 152% increase in orders for listed hotels, showcasing the effectiveness of quality content in driving consumer engagement [14] Group 3: Entertainment and Events - The entertainment sector is experiencing explosive growth, with music festivals and sports events significantly boosting local economies; for instance, music festival orders in Chengdu grew over fourfold [17][18] - Shanghai's comedy shows have seen a doubling in order numbers, reflecting a willingness among consumers to spend on entertainment that provides emotional value [18][21] Group 4: Emerging Consumption Categories - Fast food and snacks, particularly those with regional flavors, are emerging as hot consumer trends, with cities like Zhengzhou and Wuhan seeing order growth exceeding 80% [24][25] - The pet care market is expanding, driven by younger consumers treating pets as family members, leading to increased demand for pet services and products [30][31] - The bathing and massage sector is also growing, with cities like Wuhan and Hangzhou reporting order increases of 90% and 85% respectively, indicating a shift towards experiential consumption in wellness [36][37] Group 5: City-Specific Growth Dynamics - Cities are leveraging their unique attributes to drive differentiated growth; for example, Shijiazhuang is becoming a service hub due to its transportation advantages, while Shenzhen is thriving in dining and retail sectors [43][49] - Jinan and Hangzhou are capitalizing on their natural resources and cultural heritage, leading to significant increases in tourism-related consumption [50][53] Group 6: Douyin's Role in Consumer Behavior - Douyin's platform has seen a 59% year-on-year growth in transaction volume, with users increasingly using it as a primary entry point for local consumption [59][61] - The platform's content ecosystem is enhancing transaction capabilities, with a 74% increase in live-streaming sales and a 51% rise in "see and search" behaviors [62] - Brands are leveraging Douyin's marketing capabilities to amplify their reach and sales, with successful collaborations leading to significant sales boosts [63][64]

New Product Launches - Heinz has launched a new "nutritional noodles" product, available in original, pork liver spinach, and beef tomato flavors, made from Canadian wheat and free from added salt, sugar, and preservatives [4] - Pop Mart has introduced a new dessert brand "POP BAKERY," featuring products like ice cream and cookies [4] - Master Kong has released two new noodle products, braised beef noodles and Sichuan beef noodles, using large cuts of meat and fresh ingredients [4] - McDonald's China has launched several new limited-time products for the Spring Festival, available in over 7,700 restaurants [6] - Danone's Alpro has introduced "Alpro Meal To Go," a plant-based meal replacement drink containing 20g of plant protein [5] - Yili has partnered with JD Health to launch "Milk Oat Bird's Nest Porridge," featuring 400mg of traceable bird's nest [6] - Wanglaoji has released a limited edition diamond gem set priced at 18.28 million, featuring 18K gold and 18,202 natural gems [7] - Mengniu has launched "Lutein Blueberry Milk," enriched with DHA and vitamins [7] - Hengshun has introduced "Vinegar Cola," combining traditional vinegar with a fizzy drink [9] Industry Events - MLB has announced actress Zhang Ruonan as its new brand ambassador, focusing on street culture and self-expression [11] - KFC has adjusted its delivery product prices, with an average increase of 0.8 yuan [11] - Douyin e-commerce has upgraded its after-sales mechanism to improve operational efficiency for merchants [11] - Crocs has partnered with LEGO to launch a new collaborative series [11] Financing and Acquisitions - Muxin Intelligent has completed a B-round financing of over 100 million yuan [18] - Anta Sports has reached an agreement to acquire a 29.06% stake in Puma for 1.5 billion euros (approximately 12.4 billion yuan) [20] - Puratos has acquired American nut supplier Vör Foods to enhance its innovation in baked goods [20] - Fen Chuan Ji has completed a 100 million yuan A-round financing for supply chain upgrades and digital management [20] - Nowwa Coffee has completed a multi-hundred million yuan C-round financing [22] - WH Group's subsidiary Smithfield Foods has signed an agreement to acquire Nathan's Famous for approximately 450 million USD [25] Food Industry Developments - Koko Manfen has launched a new drink featuring plum and three beans [27] - Woji Fresh has introduced a gift box of pure milk dessert soups [27] - Luckin Coffee has opened a co-branded store with the Australian Open [27] - Tea Xiaokai has launched "Magic Frozen Tea" with seaweed pearls [27] - Tetra Pak is investing 600 million euros (approximately 5 billion yuan) to build a new factory in Sweden [31]

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 ...

Core Viewpoint - IKEA's recent closure of seven stores in China marks its largest contraction in 28 years, reflecting significant shifts in consumer behavior and market dynamics [2][4]. Group 1: Changes in Consumer Behavior - Over the past decade, Chinese consumers have shifted from purchasing entire home furnishings to more fragmented, scene-based buying, with over 70% of home furnishing demand now focused on renovation and partial upgrades [5][8]. - The decline in new home sales, down 3.5% year-on-year in the first half of 2025, and the rise of second-hand home transactions, which now account for 42%, indicate that fewer consumers are moving into empty homes [7][8]. - Consumers now prioritize comfort and aesthetics in their living spaces, leading to a demand for smaller, more frequent purchases rather than large-scale furniture acquisitions [8][19]. Group 2: Shifts in Shopping Experience - The traditional "destination shopping" experience at IKEA, characterized by family outings and leisurely browsing, is losing appeal as consumers increasingly prefer instant gratification through online shopping [9][10]. - Consumers now visit stores with specific intentions, often to confirm details of products they have already researched online, rather than to explore and seek inspiration [11][13]. - IKEA's large store format, designed for extensive product displays, is becoming cumbersome for consumers who seek quick and efficient shopping experiences [14][15]. Group 3: Business Model Challenges - IKEA's heavy asset model, which involves owning rather than leasing properties, has become a burden as declining foot traffic increases operational costs for its large stores [17][18]. - The company's reliance on high-ticket items for profitability conflicts with the current consumer trend towards lower-cost, frequently purchased goods, creating a dilemma for maintaining store viability [19][20]. - Attempts to open smaller stores in urban centers face challenges in showcasing large furniture items while maintaining profitability [20][32]. Group 4: Competition from Local Brands - Local Chinese furniture brands have surpassed IKEA in consumer preference, indicating a significant shift in market dynamics and brand perception [23]. - These brands leverage competitive pricing, enhanced shopping convenience through e-commerce, and localized product designs that better meet the needs of Chinese consumers [26][27]. - Local brands utilize social media and live-streaming for marketing, establishing more direct and emotional connections with consumers compared to IKEA's traditional marketing strategies [28]. Group 5: IKEA's Strategic Adjustments - In response to market challenges, IKEA has implemented price reductions, introducing over 1,500 lower-priced products across multiple fiscal years, although this strategy risks diluting its brand image [30][31]. - The company is also transitioning to smaller store formats and enhancing online sales channels, including partnerships with major e-commerce platforms for faster delivery options [32][33]. - However, IKEA's global operational model may hinder its ability to adapt quickly to the rapidly changing Chinese market, as local brands can respond more agilely to consumer demands [33].

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]