以下文章来源于源Sight ，作者源Sight 源Sight . 源Sight，关注互联网前沿生态和新兴商业。 这是新消费智库第 2 7 0 4 期文章 新消费导读 尽 管 一 提 到 户 外 品 牌 ， 互 联 网 上 " 鸟 、 象 、 鼠 、 狐 、 狼 " 等 动 物 声 量 凶 猛，"石、塔、棍"等硬角色存在感十足，但一进入现实世界，遍地走的 却是沉默而亮眼的骆驼。 " 冬 天 到 了 ， 学 校 里 / 地 铁 里 遇 到 的 骆 驼 比 沙 漠 的 还 多 "" 骆 驼 大 战 北 面，新校服来了""单位劳保成北京市服"……一代人有一代人的"劳保"要 领，来自广州白云区的骆驼在入冬之际迎来火热销售期。 作者 ：安然 编辑：竺天 审核： Single 来源：源Sigh t 今年双 11 ，骆驼拿下了抖音电商阶段性品牌销售榜的运动户外品牌榜第一名，力压 FILA 、耐克；在天猫双 11 正式开卖的 30 分钟内， 骆驼销售额也迅速破亿。 依托巧妙的性价比 + 泛户外时尚赛道卡位，骆驼近年在线上线下攻势迅猛。据蝉妈妈预估，骆驼 2024 年 GMV 最高超 50 亿元，若取中 位值，较上年同期增长约 ...

新消费导读 1. 三全上新有机丫咪馄饨 & 水饺新品 2. 康师傅 ×疯狂动物城联名推冰红茶味果冻 3.泡泡玛特发布 CRYBABY Vacation Mode On 系列 4. 「茉莉奶白」和 Pingu 一起万圣节搞怪 5. 汇源推小枣汁布局新中式养生赛道 6. 蜜雪冰城雪王主题飞机首飞 7.「果子熟了」进军果啤 8.古茗与蜡笔小新联名推出咖啡饮品 9.「瑞幸咖啡」 x 鬼灭之刃联名即将上线 10.名创优品泰国首家 MINISO LAND 开业 11.高梵 BLACKGOLD 官宣田栩宁为全球代言人 12.Keep 官宣孙颖莎出任品牌代言人 13. 卓诗尼携手潦草小狗推出全新联名合作系列 ...... 一周新品 1. 蒙牛真果粒上新爆粒柠檬风味饮料 近日 ，蒙牛掐下品牌真果粒上新爆粒柠檬风味饮料，产品甄选尤力克柠檬果肉，添加真实柠檬汁，吃起来有一种带皮柠檬果肉现切嚼感。 （食品板） 2. 三全上新有机丫咪馄饨 & 水饺新品 图片来源：AI生成 这是新消费智库第 2 7 0 3 期文章 近 日，三全推出中国有机认证有机丫咪馄饨 & 水饺新品，据官方介绍，新品选用 8 种有机食材入馅，以天然菠菜粉入皮，配料干 ...

以下文章来源于源Sight ，作者源Sight 源Sight . 源Sight，关注互联网前沿生态和新兴商业。 这是新消费智库第 2 7 0 2 期文章 作者 ：安然 编辑：竺天 审核： Single 来源：源Sigh t 近日，有消费者在社媒平台爆料称，其在阿迪达斯购买的羽绒服实为雪中飞代工产品；经对比，该款阿迪羽绒服绒子含量 80% 、蓬松度 600+ ，而雪中飞相似款羽绒服绒子含量达 90% 、蓬松度 680+ ，价格还低 60 元。此事引起大众对阿迪等大牌溢价产品的广泛议论。 然而一波未平一波又起。据都市现场报道，日前有消费者在南昌万象城购买了阿迪的 "零系列"千元跑鞋，但未走出商场，鞋子就出现脱胶问 题；要求退货后，顾客还反遭店长嘲讽。这也让大众对阿迪的产品质量和售后服务产生质疑。 新消费导读 原本喜气盈门的阿迪达斯，突逢多事之秋。 针对相关代工生产以及产品质量与售后服务争议，源 Sight 向阿迪达斯方面取得联系，截至发稿对方尚未回应。 风口浪尖之上，阿迪刚发布最新财季初步数据。今年第三季度，阿迪全球营收同比增长 12% 至 66.3 亿欧元，创下有史以来单季度最高营 收纪录；营业利润同比增超 2 ...

Core Viewpoint - The article highlights the success story of Jinye Food, which transitioned from a hawthorn strip seller to a beverage producer, achieving significant revenue growth by focusing on health-conscious products and innovative marketing strategies [3][6][11]. Company Overview - Jinye Food was established in 2003, initially acting as a distributor for various products before discovering the potential of hawthorn strips in 2012, leading to a transformation into a food manufacturing company [6][11]. - The company's revenue grew from 8 million in 2012 to 600 million in 2022, with a projected revenue of 776 million for 2024 [6][7]. Market Position - The hawthorn market is relatively small, with a projected market size of 125 billion in 2024, where Jinye holds a market share of approximately 6.2% [8][11]. - In the hawthorn snack category, Jinye has a leading market share of 17.3% [8]. Product Strategy - Jinye's success is attributed to its focus on "no additives" products, appealing to health-conscious consumers, particularly mothers [10][11]. - The company has expanded its product line to include various flavors of hawthorn strips and beverages, such as hawthorn juice and sugar-free tea [17][26]. Innovation and Development - Jinye has invested in R&D, with a team of around 80 people focusing on product and production line innovation [40][41]. - The company faced challenges in developing new products, learning from failures to prioritize product quality over branding [30][46]. Distribution and Channel Strategy - Jinye's products primarily relied on traditional retail channels, but the company recognized the importance of entering major retail chains like Sam's Club to enhance brand visibility [32][34]. - The successful launch of "Hawthorn Juice" at Sam's Club has significantly contributed to Jinye's revenue, generating nearly 100 million annually [40]. Challenges and Reflections - Despite rapid growth, Jinye faced challenges related to maintaining quality and customer satisfaction, leading to a reassessment of its growth strategy [46][49]. - The company is now focusing on standardizing processes and improving customer service to ensure sustainable growth [49].

Core Viewpoint - The article discusses the rapid rise of FineNutri, a new player in the health supplement market, which achieved over 517 million RMB in retail sales within its first year, making it the fastest beauty dietary supplement brand to reach this milestone in China [6][11]. Group 1: Brand Overview - FineNutri, registered in Hong Kong, is a cross-border brand under Ruoyuchen, known as the "first stock of agency operation" in the Shenzhen Stock Exchange [7]. - The brand focuses on oral beauty supplements, targeting female consumers with products designed for anti-aging and beauty needs [7][8]. Group 2: Product Offerings - FineNutri offers 10 types of oral capsule products, with the main ingredient being ergothioneine, known for its antioxidant properties [7][8]. - The pricing strategy positions FineNutri in the mid-to-high-end market, with single product prices ranging from 398 to 1999 RMB [8][9]. Group 3: Sales Performance - In September, FineNutri's monthly sales reached over 100 million RMB, making it the second-best-selling health supplement brand on Douyin [6]. - The brand's flagship product, the ergothioneine anti-aging capsule, sold over 7000 units in a single link, generating sales exceeding 3.49 million RMB [9]. Group 4: Target Demographics - Over 95% of FineNutri's customers are women, primarily aged 31-50, with a significant concentration in economically developed regions like Beijing, Shanghai, and Jiangsu [9][11]. - The brand's marketing strategy effectively targets affluent female consumers, often referred to as "贵妇" (noblewomen) [9]. Group 5: Marketing Strategy - FineNutri differentiates itself by creating memorable branding around ergothioneine, focusing on female user needs and leveraging visual appeal through colorful packaging [13][15]. - The brand employs a refined content strategy on Douyin, collaborating with mid-tier influencers to create relatable content that resonates with its target audience [18][19]. Group 6: Sales Channels - FineNutri's self-operated channels on Douyin account for 83.55% of its GMV, with a focus on live streaming as a primary sales method [26][29]. - The brand utilizes a dual strategy of paid and organic recommendations to drive traffic, with approximately 33% of traffic coming from organic recommendations [29]. Group 7: Market Outlook - The health supplement market in China is projected to reach 624.01 billion USD by 2025, with a shift towards more targeted and functional products [34]. - Brands that can accurately identify and address specific consumer needs are likely to capture significant market share in this growing sector [34].

这是新消费智库第 2 6 9 9 期文章 1. 亨氏推出有机核桃油 2.水獭吨吨推出新品「东方抹茶轻乳茶」 3. YeeHoO 英氏推出「超韧绒」羽绒系列 4. 皇家美素佳儿 联名娇韵诗推出联名礼盒 5. 孩儿面推出儿童润肤组合 6. 九阳豆浆推出新品「黑咖生可 可自律豆浆粉」 7.徐福记官宣孙颖莎代言奇巧、趣满果 8.绝味推出超市型门店 9.「 麦当劳」 x 「奔驰」联动上新 10. 海底捞推出宴会店 11. 香飘飘全国首店将落地杭州 12. 德芙脆可可巧克力全新上市 13. 世喜官宣全球品牌代言人卢靖姗 ...... 新消费导读 4. 皇家美素佳儿 联名娇韵诗推出联名礼盒 图片来源：AI生成 一周新品 1. 亨氏推出有机核桃油 图片来源：AI生成 亨氏推出有机核桃油，宣称精选汾阳与新疆优质产区核桃低温物理榨取技术，无添加，保留核桃原香与营养，不饱和脂肪酸含量达 85% ，亚 油酸与 α- 亚麻酸 5 ： 1 的黄金比列，低酸价认证确保产品新鲜度。 （ EBH 母婴时代 ） 2. 水獭吨吨推出新品「东方抹茶轻乳茶」。 近日，水獭吨吨推出新品「东方抹茶轻乳茶」。 据品牌介绍，新品精选浙江一级抹茶，且每杯融入 ...

Core Viewpoint - The article discusses the challenges and strategies of Under Armour as it ventures into the outdoor market in China, highlighting its recent initiatives and the competitive landscape it faces [4][6][11]. Group 1: Under Armour's Performance and Strategy - Under Armour's revenue declined by 4% to $1.1 billion in Q1 of FY2026, with a net loss of $3 million, indicating ongoing difficulties in its transformation [6][10]. - The company has separated its outdoor segment, Under Armour Outdoor, from its main brand, aiming to capture growth in the competitive outdoor market in China [6][11]. - The outdoor market in China is projected to exceed 300 billion yuan in 2024, with a nearly 40% year-on-year growth, making it a critical area for Under Armour's expansion [11]. Group 2: Market Position and Competition - Under Armour Outdoor has faced skepticism regarding its product professionalism, as it lacks the established brand equity and technical barriers seen in competitors like Arc'teryx and Mammut [19][21]. - The brand's pricing strategy places its products in a similar range to established outdoor brands, which raises questions about its value proposition given its perceived lack of expertise [22]. - Competitors like Nike's ACG are leveraging their established outdoor heritage and focusing on specific product categories, such as trail running shoes, to gain market share [25][28]. Group 3: Brand Development and Marketing - Under Armour Outdoor has adopted a localized operational strategy by partnering with a domestic entity, Yulu Outdoor, to enhance its market presence in China [13][16]. - The brand has engaged celebrities like Jay Chou and Xavier Cheung as brand ambassadors to improve its visibility and appeal in the outdoor segment [6][22]. - Despite its marketing efforts, Under Armour Outdoor continues to grapple with perceptions of being a "label brand," which could hinder its acceptance among serious outdoor enthusiasts [21][17].

Core Viewpoint - The article challenges the perception that male consumption power is inferior, particularly among middle-aged men, highlighting that their spending in niche and interest-based categories can be substantial [2][5][25]. Group 1: Male Consumption Insights - Middle-aged men's consumption is often centered around hobbies and interests, which are overlooked by many, indicating a significant market opportunity [18]. - The consumption behavior of middle-aged men can be divided into self-pleasure and social-driven categories, with the former focusing on personal enjoyment and the latter on social status [19][20]. - There is a notable trend where middle-aged men are increasingly investing in items that can appreciate in value, reflecting a desire for financial gain alongside personal enjoyment [21]. Group 2: Market Dynamics - The article suggests that while female consumption often seeks emotional value, male consumption tends to emphasize the demonstration of value and social identity [22][23]. - There is a growing market for male consumption, particularly in overseas markets, leveraging China's manufacturing advantages to tap into this demographic [24]. - Middle-aged men possess both financial resources and leisure time, positioning them as significant players in the consumption market, especially in niche categories like fishing [25]. Group 3: Opportunities for Entrepreneurs - The article identifies video platforms as a promising avenue for male consumption businesses, suggesting that innovative expressions of male interests can lead to substantial market gains [27]. - Combining male consumption trends with international market opportunities presents a unique entrepreneurial landscape, particularly for those targeting affluent middle-aged men [28].

New Product Launches - "Moli Milk White" has launched a seasonal limited edition of taro-flavored products, including Taro Cream Cheese Milk and Taro Cheese Milk, featuring a multi-layered flavor profile [5][6] - Sanyuan Foods has introduced a new lactic acid bacteria drink called "BUFFAMIN," which is sugar-free, calorie-free, and fat-free, priced at 54.2 yuan for a pack of four 340ml bottles [6][9] - Labubu has collaborated with Topps to release a limited edition of collectible cards, including signed cards and special edition cards, set to launch on October 20 [6][7] - Baby World and Ai Ying Shi have jointly launched a zero complementary food series, covering essential categories like fruit puree and rice cereal [6][9] - Qing Shang has introduced a new product, "Qing Shang Red Ginseng Energy Drink with Pomegranate Flavor," which contains collagen peptides and is priced at 25.9 yuan for a pack of five 60ml bottles [6][9] - Heytea has partnered with celebrity chef Ran Shao to launch a new Mojito-inspired drink, combining fresh mint and lime flavors [6][9] - Card Game Company has launched the first officially licensed NBA player cards in China, in collaboration with Fanatics Collectibles [10] - Suntory has released a new "Craft Boss Sweet Peach Tea Latte," priced at approximately 9.7 yuan per bottle [10][11] Industry Events - Yili has announced a new cheese product and appointed Yi Li Jing as the brand ambassador, launching a new cheese spread available in original, mustard, and tomato flavors [12] - New Tianli Technology has successfully passed the IPO review for the Beijing Stock Exchange, with clients including major food enterprises [12] - Luckin Coffee has collaborated with the game "Honor of Kings" to launch a new drink featuring real sour fruit juice [14] - Mengniu has established a new company in Lanzhou, focusing on internet live streaming technology services and food sales [27] Investment and Financing Trends - Zao Wu Shi has completed a Pre-A round financing of several million yuan, led by Qiming Venture Partners, to enhance core technology and expand market channels [19] - Pianzaihuang has committed 2 billion yuan to participate in a 10 billion yuan medical fund, with a 20% stake [21] - Oura has raised 900 million USD, achieving a valuation of approximately 11 billion USD [22] - Anten Biotech has completed an angel round financing, with funds directed towards product development and research [28]

Core Insights - The article discusses the rising popularity of "HPP Ginger Turmeric Lemon Juice," a shot drink that has gained significant traction in the market, particularly among health-conscious consumers [6][9][39] - The product's unique flavor profile, combining ginger, turmeric, lemon, and honey, has led to high repurchase rates and positive consumer feedback [9][12][22] - The trend towards "light health" beverages is highlighted, with a focus on convenience and health benefits appealing to younger demographics [17][48] Product Overview - "HPP Ginger Turmeric Lemon Juice" has a capacity of 100ml and includes ingredients in the following proportions: ginger (≥38%), lemon (≥38%), honey (21%), and turmeric (≥3%) [23][35] - The product was launched on June 28 and quickly became a top seller on Hema's refrigerated beverage list, with over 3,000 repeat customers and a 99.1% positive rating by August 22 [9][12] Market Trends - The article notes a growing trend in the beverage industry towards "shot drinks," which are small, concentrated beverages made from natural ingredients, often consumed for health benefits [17][48] - The market for shot drinks is expanding, particularly in the Asia-Pacific region, driven by urbanization and a fast-paced lifestyle [48] Competitive Landscape - Other brands such as Super Morning, So Acai, and SOMESOME have also entered the ginger shot market, indicating a competitive landscape with various offerings [10][39] - The article mentions that the shot drink market in the U.S. is projected to reach approximately $1.3 billion by 2024, while the domestic market is still in its early stages [48] Consumer Behavior - The article emphasizes the importance of taste and consumer acceptance in driving repeat purchases, with the product's flavor being a key factor in its success [22][44] - The trend of consumers seeking convenient, health-oriented products is evident, with many preferring smaller, portable drink sizes [30][33] Future Outlook - The company plans to develop more "medicinal food" shot drinks, targeting both health-conscious middle-aged consumers and younger audiences [43][48] - The focus on fresh ingredients and transparent labeling is expected to resonate with consumers increasingly concerned about product composition [46][44]