New Consumption Overview - Fujian Liangkouzi Food Co., Ltd. launched beef pies using a 72-layer Chinese pastry technique and Canadian wheat flour with Anchor butter [3] - Jelly Brown partnered with Lai Yi Hu to introduce three new yogurt fruit and vegetable drinks [3] - Stone Island opened a flagship store in Hangzhou, enhancing its presence in the Chinese market [3] - Luckin Coffee introduced a new vegetable tea product in collaboration with SpongeBob SquarePants [6] - Gu Ming launched a new coconut latte, offering 10,000 free vouchers for consumers [6] Investment and Financing - Aifenda submitted its registration as a high-tech enterprise focused on HVAC home products [7] - Junhe Alliance Bio completed several rounds of financing totaling over 600 million yuan [7] - Tantu Technology secured hundreds of millions in Series B financing to enhance core component development [7] - Dolce & Gabbana received 150 million euros in new debt financing for expansion in beauty and real estate [9] - L'Oréal is reportedly interested in acquiring the UK skincare brand Medik8 for 1 billion euros [9] Major Companies - Adidas launched its first pet clothing line, tapping into the pet economy [10] - RIMOWA collaborated with Vitra to release a limited edition series for 2025 [11] - Three Squirrels established a new food company with a registered capital of 5 million yuan [11] - Mush expanded its overnight oats product line, introducing protein-rich options [14] - Giant Biotech plans to establish a Southeast regional headquarters in Xiamen [14]

Core Viewpoint - The emergence of the stringless guitar is revolutionizing the music industry by lowering the barriers to entry for music enthusiasts, allowing even those without prior musical experience to play songs quickly and easily [3][4][6]. Market Overview - The global smart guitar market is projected to grow from 1.4 billion yuan in 2024 to 3.23 billion yuan by 2030, with a CAGR of 13.9% from 2025 to 2030 [6]. - The stringless guitar is one of the fastest-growing segments within this market, with brands like LiberLive achieving over 1 billion yuan in GMV on platforms like Douyin in the first half of 2024 [6]. Product Innovation - The stringless guitar utilizes advanced sensors and chips to convert finger movements on a simulated fretboard into electrical signals, producing sound through speakers, thus providing an immersive music interaction experience [8][11]. - This innovative design significantly reduces the learning curve, allowing users to play complete chords in a short time, appealing particularly to younger generations [11]. Consumer Demographics - As of 2023, there are over 400 million music enthusiasts in China, but the penetration rate of traditional instruments is only about 10%, indicating a large potential market for stringless guitars [11]. - The pricing strategy for stringless guitars is strategically positioned between low-cost electronic toys and traditional entry-level guitars, making it attractive to young consumers [11]. Social Media Influence - The popularity of stringless guitars has been amplified by social media, where users share videos of their performances, creating a viral effect that resonates with Gen Z's social dynamics [12][20]. - This "purchase and share" ecosystem has contributed to the rapid spread and acceptance of stringless guitars as a social currency [12]. Industry Dynamics - LiberLive, as a pioneer in the stringless guitar market, has seen significant sales growth, with its products ranking first in the global market from June 2023 to June 2024, and projected revenues exceeding 1 billion yuan in 2024 [13][15]. - Traditional guitar manufacturers like Enya are also entering the smart guitar space, offering products that integrate multiple functionalities to address consumer pain points [17][18]. Market Challenges - The stringless guitar faces mixed perceptions, with some consumers viewing it as a valuable tool for music enjoyment, while others criticize it as a mere entertainment device lacking in musical depth [20][22]. - The challenge for brands is to maintain interest while enhancing the product's professionalism and user engagement, potentially by creating a comprehensive music ecosystem that includes education and creative services [22][23].

这是新消费智库第 2 6 4 9 期文章 新消费导读 打造百亿级海参产业生态圈。 编辑：竺天 审核： Single 2025 年 6 月 6 日， " 京东超市与好当家共建威海刺参合作基地启 动仪式 " 在山东威海好当家海洋牧场隆重举行。双方将依托京东全渠 道生态与好当家全产业链优势，构建从 " 深海牧场到消费餐桌 " 的品质闭环。以 " 产业链、供应链、价值链 " 三链融合模式推动威海刺参 产业 高质量发展，赋能乡村振兴。 强强联合： 地理标志产品 × 数智化生态 威海刺参作为国家地理标志产品，承载着深厚的海洋文化与高品 质基因。好当家作为行业领军企业，拥有 47 年海参全产业链经验，连续 16 年荣获国家有机产品认证，并两度摘 得国家科技进步奖。京 东超市凭借 " 三网通 " 供应链体系与亿级流量场，为威海刺参提供数字 化 营销、全渠道渗透及溯源技术支撑。双方合作将实现原产地直供与 消费信任的双向赋能，重塑海参消费体验。 政企协三方聚力， 共绘产业蓝图 启动仪式汇聚政府、企业及行业权威代表。威海海参产业协会秘 书长刘尊鹏指出： " 此次合作是行业标准化、品牌化升级的关键一步， 将 引领威海海参产业高质量发 ...

Core Viewpoint - The article highlights various new consumer products and collaborations, showcasing trends in the food and beverage, fashion, and technology sectors, indicating a dynamic shift in consumer preferences and market strategies [2][3][4]. Food and Beverage Sector - New Hope Dairy launched a new product called "Active Light Food Bottle," which contains 25g of dietary fiber, meeting the daily minimum requirement for fiber intake [3]. - Ussu Beer introduced a new product "Electric Charge," entering the functional beverage market with a unique Nordic design [7]. - "Zero Egg Tofu" officially launched in Sam's Club, packaged in a family-sized 800g format with a shelf life of up to 45 days under specific storage conditions [6]. Fashion and Retail Sector - BAPE® collaborated with the Van Gogh Museum to create a capsule collection inspired by the artist's life, featuring six items [3]. - Li Ning partnered with Xuperman to launch a new sneaker line that incorporates elements of table tennis culture [6]. - Revolve Group acquired the intellectual property of luxury brand Dion Lee, which had previously planned to shut down, indicating a potential revival under new management [8]. Investment and Financing - The singing show "Chorus Show" secured 20 million yuan in Series A funding to expand its market presence in the smart entertainment sector [10]. - Levi Strauss & Co. announced the sale of its brand Dockers for $311 million to ABG, focusing on its flagship Levi's brand and rapidly growing activewear line [10]. - Muyuan Foods submitted an application for an IPO on the Hong Kong Stock Exchange, with major underwriters including Morgan Stanley and Goldman Sachs [10]. Technology and Services - Gaode Map launched a ride-hailing service in South Korea, allowing Chinese tourists to call local taxis without changing their SIM cards [12]. - Airbnb expanded its services to include fitness and wellness offerings, marking a strategic shift beyond traditional lodging [12]. - Unilever plans to invest £80 million in a new fragrance research facility in the UK, part of a broader £300 million R&D investment over the next two years [12].

New Product Launches - Jiu Yu launched coconut matcha powder, made from 100% matcha and coconut water powder, with a matcha content of ≥ 5% [3] - Xi Zhi Lang introduced NFC fruit pulp jelly, using fresh fruit pulp within 24-48 hours, with a fruit content of ≥ 40% [3] - Chao Le Zi collaborated with Harry Potter to launch new ice cream flavors [3] - Koko Manfen released three new fruit tea products, emphasizing natural tea polyphenols [5] - Oreo launched a limited edition cookie in collaboration with Selena Gomez, featuring chocolate and cinnamon flavors [16][20] Financing Activities - BlissClub, a women's activewear brand, completed a financing round totaling $530 million [14] - Miraggio, a handbag and accessories brand, raised $650 million in its first round of institutional financing [15] - Nutriearth established a distribution partnership with AIDP to expand its vitamin D3 oil market in North America [9] Market Developments - Pizza Hut's app fully integrated with JD Pay, launching promotional activities to attract customers [8] - Topologie, a French outdoor brand, opened its first store in mainland China [8] - Drunk Elephant announced its exit from the Japanese market, ceasing all sales channels by June 30, 2025 [28] Industry Trends - e.l.f. Beauty announced a $1 billion acquisition of Hailey Bieber's skincare brand, marking its largest acquisition to date [27] - The collaboration between君乐宝 and Synodis aims to promote local production of high-end cream [8] - The launch of new products by major brands indicates a trend towards innovative and health-focused offerings in the food and beverage sector [16][20]

这是新消费智库第 2 6 4 7 期文章 新消费导读 新消费 1. 夿萐咖啡首家香港咖啡精品馆开业 1. 夿萐咖啡首家香港咖啡精品馆开业 2. 五芳斋 x 伊利联名上新 3. 农夫山泉炭仌咖啡入驻山姆会员店 4. Pot Noodle 推出 新 口味 5. 白象大辣娇拌面 x 卫龙辣条共造新物种 6. 卡谷电商宣布完成 6.5 亿日元融资 7. 万达商管出售旗下 48 座万达广场股权 8. 西域春乳业控股伊牧欣乳业 9. Elf Beaut y 斥资 10 亿美元收购 Rhode 10. 地瓜机器人完成 1 亿美元 A 轮融资 11. 山姆会员商店推出线上披萨外送服务 12. Ar ket 将在上海开设第二家门店 13. KITH 纽约曼哈顿旗舰店焕新开幕 14. 柠季公布出海计划 15. Courrèges 发布 2026 春夏男装与早春女装系列 夿萐咖啡宣布首家香港咖啡精品馆 " 夿萐咖啡海港城店 " 开业。该店配置了外带专柜和香港第一个夿楚咖啡精品馆，提供 200 多种臻选纯 正阿拉比卡咖啡。 （ 小食代 ） 2. 五芳斋 x 伊利联名上新 近日， 五芳斋官宣与伊利联名上线糯心奶酪味黏黏粽。新品采用东北 ...

Core Viewpoint - Green Tea Restaurant, despite being labeled as "sick" upon its IPO, is acutely aware of its challenges and has made significant efforts to innovate and expand its business model [13][58]. Group 1: Company Overview - Green Tea Restaurant has attempted to go public five times over four years, finally achieving its IPO, which is seen as a significant milestone for the brand [4][6]. - The restaurant chain plans to open 47, 89, and 120 new locations in 2022, 2023, and 2024 respectively, indicating an aggressive expansion strategy [8]. - The brand has faced intense competition and imitation, with many counterfeit versions of its restaurants emerging across China [15][16]. Group 2: Business Model and Strategy - Green Tea Restaurant has adopted a fast-fashion approach similar to brands like Zara, frequently updating its menu to attract younger consumers [27][30]. - The average revenue of Green Tea Restaurant exceeded 3.8 billion yuan in a year, ranking it third and fourth among Chinese casual dining brands [34]. - The restaurant has implemented a standardized food preparation process, relying heavily on pre-prepared ingredients to maintain efficiency and speed in service [41][44]. Group 3: Challenges and Criticism - The reliance on pre-prepared dishes has led to accusations of quality compromise, with customers expressing dissatisfaction over the lack of transparency regarding the use of pre-packaged ingredients [47][50]. - Customer traffic has significantly declined, with average daily visitors dropping from 809 in 2018 to 477 in 2024, indicating a potential loss of brand appeal [58]. - Despite the introduction of numerous new dishes, many of the top-selling items remain older menu staples, suggesting a struggle to innovate effectively [70]. Group 4: Market Position and Future Outlook - The restaurant faces increasing pressure from competitors who are lowering prices to attract budget-conscious consumers, challenging Green Tea's previous value proposition [66]. - The brand's attempts to create unique dining experiences, such as themed dining environments, have not yet translated into sustained customer loyalty [61][64]. - The future of Green Tea Restaurant's business model remains uncertain, as the balance between industrialized food preparation and maintaining authentic dining experiences is critical for long-term success [69][72].

Core Viewpoint - A new wave of middle-aged and elderly influencers is emerging in the live-streaming e-commerce space, showcasing their ability to attract significant consumer attention and generate substantial sales, indicating a shift in the market dynamics towards this demographic [2][12][39]. Group 1: Rise of Middle-aged Influencers - A notable increase in middle-aged influencers with millions of followers has been observed, particularly in the live-streaming sector, where they are effectively engaging audiences and driving sales [5][6][9]. - These influencers are characterized by their active lifestyles and health consciousness, challenging stereotypes about aging and appealing to both older consumers and their younger family members [6][12][39]. Group 2: Sales Performance and Popularity - Influencers like "田姥姥" and "时尚奶奶团" have achieved impressive sales figures, with some live streams generating millions in revenue, showcasing the commercial viability of this new influencer category [9][11][20]. - The top middle-aged influencers have diverse personas, ranging from fashionable grandmothers to energetic seniors, which helps them connect with a wide audience and drive engagement [9][12][19]. Group 3: Consumer Demographics - The primary audience for these influencers includes women aged 31-40 and older consumers aged 45 and above, indicating a significant market for products tailored to this demographic [24][27][28]. - The engagement from younger family members, particularly children of older consumers, also plays a crucial role in the purchasing decisions influenced by these middle-aged influencers [27][39]. Group 4: Product Categories and Trends - The most successful product categories promoted by these influencers include food and beverages, health products, and gifts, highlighting a trend towards wellness and lifestyle products among older consumers [29][36][37]. - Specific brands have seen significant sales through these influencers, with food brands like "农香森" and health products being particularly popular, indicating a lucrative opportunity for brands targeting the elderly market [30][35][37]. Group 5: Market Opportunities - The emergence of middle-aged influencers represents a new opportunity for brands to tap into the growing silver economy, as these influencers can effectively reach and resonate with older consumers [39][40]. - As the market for products aimed at older consumers expands, brands that align with the values and interests of this demographic may find substantial growth potential [39][40].

New Consumption - Wei Chuan Juice announced Meng Ziyi as its spokesperson, promoting its 100% fruit and vegetable juice as a source of "spiritual vitamins" [1][3] - The North Face appointed Li Yunrui as its brand ambassador, focusing on a "pioneering exploration" theme to innovate its classic styles [1][3] - Wudao launched a drinkable Greek yogurt, designed for convenient consumption in various scenarios, utilizing advanced production techniques [1][5] - Chen Xianggui opened its first overseas store in Berlin, Germany, and initiated a global partner program, having nearly 300 stores in China since its establishment in 2020 [1][6] - McDonald's announced the closure of all five stores of its beverage sub-brand CosMc's, which was launched in 2023 to explore the growing beverage market [1][6] Investment and Financing - Tern Travel completed a $13 million Series A financing round led by Viewpoint Ventures and Haystack VC, offering various travel advisory features [1][8] - Nestlé acquired a minority stake in Indian pet food company Drools, with the deal valuing the company at over $1 billion [1][10] - Muyuan Foods submitted an application for an overseas listing on the Hong Kong Stock Exchange [1][10] - SHEIN is planning to list on the Hong Kong Stock Exchange in the coming weeks [1][10] - Cranswick acquired sausage manufacturer Blakemans for £32 million, aiming to enhance its production capacity in the food service market [1][12] Brand Expansion - UR opened its first store in Hong Kong, marking its entry into the market and showcasing its brand philosophy [1][13] - Hermès launched its first luxury headphones, entering the high-end personal technology market [1][13] - QP Corporation opened its second factory in the U.S., located in Tennessee, to expand its production capacity for mayonnaise and dressings [1][13] - Airbnb announced a three-year global partnership with the Tour de France to enhance the viewing experience for audiences [1][13] - Douyin (TikTok) formed a strategic partnership with Squirrel AI to enhance its educational offerings [1][14]

Core Viewpoint - The elderly food and nutrition market in China is poised to become a trillion-dollar industry, driven by the increasing aging population and their diverse needs for health and nutrition [1][4][6]. Group 1: Market Overview - The elderly population in China is projected to exceed 310 million by 2024, accounting for 22% of the total population, with those aged 65 and above reaching 220.23 million, or 15.6% [6]. - The silver economy is not limited to traditional elder care but encompasses a vast industry that includes various sectors such as nutrition, health management, and community services [4][6]. - The market for elderly food and nutrition is expected to reach 9 trillion yuan by 2025, with the food and health-related sectors accounting for approximately 23.5% of this market [13]. Group 2: Consumer Needs and Pain Points - Elderly consumers have diverse needs that go beyond basic nutrition, including specific dietary requirements for chronic diseases and preferences for taste and texture [11][12]. - Common health issues among the elderly include digestive problems, nutrient deficiencies, and a high prevalence of chronic diseases such as hypertension and diabetes [10][11]. - The market faces significant challenges, including product homogenization, lack of standardized regulations, and misleading marketing practices targeting elderly consumers [17][19]. Group 3: Product and Service Trends - There is a growing demand for high-quality, specialized products that cater to the unique nutritional needs of the elderly, including functional foods and easy-to-chew options [15][19]. - The trend towards online shopping is increasing among elderly consumers, who are becoming more familiar with digital purchasing platforms [16]. - Innovations in product formulation and packaging are emerging, focusing on enhancing the user experience for elderly consumers, such as easy-to-open packages and clear labeling [34][36]. Group 4: Regulatory and Competitive Landscape - The regulatory framework for elderly food products in China is still developing, with recent standards being introduced to improve product safety and quality [36]. - Comparatively, countries like Japan have established a more mature elderly food industry with detailed classifications and standards, serving as a model for China's market development [24][26]. - The competition in the elderly food market is expected to intensify as companies strive to meet the evolving demands of this demographic, emphasizing the need for differentiated products and services [37].