Core Viewpoint - The article discusses the resurgence of new consumption in the market, emphasizing its distinct characteristics compared to traditional consumption and predicting a long-term trend lasting up to twenty years [4][5]. Group 1: Characteristics of True New Consumption - The article identifies three core characteristics that differentiate true new consumption from traditional consumption, which are essential for capital re-evaluation in the future [6]. - The first characteristic is "emotional brand power," which is linked to five levels of positive energy that drive human behavior [8]. - The second characteristic involves creating a sense of intellectual pleasure through competition, allowing users to feel a sense of achievement [10]. - The third characteristic focuses on creating a sense of scarcity and uniqueness, making users feel special and favored by the brand [12]. Group 2: Emotional Brand Power Levels - Level one involves instant gratification through low-cost products that provide quick emotional relief, such as bubble tea and soft drinks [9]. - Level two emphasizes a competitive mechanism that gives users a sense of control and achievement through participation [10]. - Level three revolves around creating a sense of exclusivity and being favored by the brand, often through limited editions and hidden variants [12]. - Level four highlights the importance of physical presence and collective emotional resonance in experiences like concerts and social events [18]. - Level five represents the ultimate emotional connection where users feel deeply understood and recognized by the brand, akin to a religious experience [20]. Group 3: Brand Personality and IP - True new consumption brands must embody a living personality rather than a cold logo, as consumers are more inclined to connect with real stories and values [23][25]. - The article discusses the importance of founder IP, where the founder's authentic self is crucial for brand connection, moving beyond mere performance [31][33]. - It outlines a formula for founder IP, emphasizing the need for alignment between the founder's personality and the brand's values [36]. Group 4: User Sovereignty and Brand Development - The article highlights the need for brands to empower consumers by returning choice and autonomy to them, moving away from traditional media dominance [40][42]. - It suggests that true new consumption brands should facilitate consumer participation in product development and decision-making processes [43][46]. - The article concludes that successful new consumption brands must possess three core assets: user trust and relationships, brand IP, and emotional brand assets [47].

New Product Launches - M Stand launched a new series of products including Qing Mang Cane Sparkling Americano and Qing Mang Cane Sparkling Drink, along with a shoulder woven bag and lemon burger ice cream [4] - Heytea introduced its third product inspired by Tibetan culture, "Yak Milk Butter Tea," which combines rich yak milk with custom black buckwheat Tibetan tea [4] - Wufengxing collaborated with Snow Beer to launch "Snow Beer Flavor Ice Cream," featuring high-quality dairy and sweet and sour pineapple juice [5] - Miaokelando released a new product, "Qixuan Cheese Stick," with a cheese content of ≥ 51% and calcium > 30% of NRV per 100g [5] - Qiaqia announced the launch of "Ice Cool Watermelon Flavor Sunflower Seeds," containing 8% concentrated watermelon juice and 2.8% mint leaves [8] - Nike officially released the Air Jordan 40, designed for modern basketball, with nine color variations planned for the next year [8] Strategic Collaborations and Acquisitions - Lush announced a strategic partnership with Thailand's Charoen Pokphand Group, focusing on market expansion in Thailand and Southeast Asia [10] - L'Oreal acquired the American hair care brand Color Wow, enhancing its competitiveness in the high-end hair care market [12] - Anya Enya, a sanitary napkin brand, secured several million dollars in seed funding to support brand development and market expansion in China [12] Industry Events - New Zealand's Comvita appointed Karl Gradon as the new CEO, bringing extensive leadership experience in the global primary industry [9] - Pop Mart is accelerating its expansion in Southeast Asia through a partnership with the e-commerce platform Lazada [9] - New Hope opened a fresh milk store in Hefei, emphasizing "fresh only sold on the same day" [9] - Fanatics opened its first store in mainland China, focusing on collectible products rather than conventional sports merchandise [9] Investment Trends - Kenvue is considering selling multiple skin health and beauty brands, including Clean & Clear and Dr.Ci:Labo [12] - General Mills completed the sale of its U.S. yogurt business to Lactalis, involving several yogurt brands [12] - YTO Express established a wholly-owned subsidiary for drone technology in Shanghai with a registered capital of 1 million RMB [12] - Tonic Health, a UK nutrition supplement brand, completed a £2.8 million Series A funding round to enhance product development and retail channel expansion [17]

Core Viewpoint - The adult products market in China is experiencing significant growth and transformation, driven by changing consumer attitudes, the rise of e-commerce, and the entry of delivery platforms into the market [2][12][40]. Group 1: Market Growth and Consumer Trends - The adult products market in China has grown from 49.39 billion yuan in 2016 to 171.35 billion yuan in 2023, with a compound annual growth rate of 19.6% [14]. - By 2025, the market is expected to exceed 200 billion yuan, indicating a robust growth trajectory [14]. - Female consumers dominate the market, accounting for 68.7% of total consumers, with a notable increase in acceptance and purchasing frequency among women aged 25-35 [11][12]. Group 2: E-commerce and Delivery Platforms - E-commerce platforms account for over 70% of sales in the adult products market, with major players like Tmall and JD.com facilitating consumer access while ensuring privacy [14]. - Delivery platforms such as Meituan and Ele.me have entered the market, offering quick delivery options for adult products, enhancing consumer convenience [19][21]. - Meituan has launched its own brand LOVE LAB, achieving significant sales volumes and profitability in pilot locations [21]. Group 3: Changing Consumer Attitudes - A survey indicates that 53.9% of respondents identify as "open enjoyers," reflecting a shift towards more open attitudes regarding adult products [10]. - The rise of "self-satisfaction" consumption among women is evident, with 78.3% purchasing adult products to enhance personal experience [31]. - The market is witnessing a trend towards high-end and intelligent products, with significant growth in premium segments [35]. Group 4: Industry Dynamics and Challenges - The adult products industry is characterized by high profit margins, often exceeding 200%, with some products achieving margins of 500%-1000% [17]. - The rapid growth of registered companies in the sector, from 137,400 in 2021 to over 420,400 in 2024, indicates a burgeoning entrepreneurial interest [16]. - Challenges include potential quality and safety issues with products sold through delivery platforms, as well as price competition that may squeeze profit margins [36][38].

Core Viewpoint - The article highlights the latest trends and developments in the new consumption sector, focusing on product launches, collaborations, and significant industry events that indicate growth and innovation in the market [3][4][5]. New Product Launches - Jasmine Milk White has introduced a summer product, "Mascarpone Salty Cheese Milk," which reinterprets the classic tiramisu dessert [4]. - Mengniu has launched a new product, "Freshly Squeezed Corn Milk," made from whole sweet corn and 100% fresh milk [5]. - YiLi has released a new "Small Milk Jug" yogurt, featuring 100% fresh milk and a clean label with high protein content [5]. - Hey Tea has introduced a seasonal product, "Strange Fragrant Yellow Skin Peach," using fresh local fruit [7]. - DQ plans to open 800 new stores within three years, expanding its brand presence [14]. Collaborations and Partnerships - Luckin Coffee has partnered with the series "Chang'an's Lychee" to launch a new product line featuring lychee-infused beverages [10][12]. - The hand-crafted lemon tea brand, Ningji, has collaborated with "Junji Ito's Horror Collection" to launch summer drinks [4]. Financing and Investments - The mathematician coffee brand has completed a new round of financing, raising several million yuan [20]. - Anxin Fresh Life has successfully completed a 28 million yuan financing round to enhance its supply chain and expand its store network [22]. - Saint Bella has officially listed on the Hong Kong Stock Exchange, with significant oversubscription in its IPO [20]. Industry Events - Farmer Spring has officially entered the Hong Kong market, with plans to distribute its products across over 3,500 sales points [13]. - Decathlon has opened a new store in Hangzhou, utilizing an innovative operational model to enhance customer experience [13]. - Sasa International announced the closure of all its mainland stores, shifting focus to online business [36].

New Consumption Overview -巧乐兹 collaborates with Harry Potter to launch two limited edition ice cream flavors: Apple Pineapple and Matcha Sea Salt Lemon, inspired by the four Hogwarts houses [3] -海底捞 opens its first fresh-cut beef themed restaurant in Guangzhou, featuring a transparent kitchen for customers to select and watch the beef cutting process [5] -乐源 introduces a new series of drinks called "Early and Noon Water," including Early Apple Astragalus Water and Noon Mulberry Mint Water [5] -洽洽 launches a new series of sunflower seed ice creams, including flavors like Vanilla Chocolate and Caramel Sea Salt [6] -阿登特磨坊 releases a wheat-based cocoa substitute to address rising cocoa prices and supply chain issues [6] Investment and Financing -脂代科技 completes a Series A financing round exceeding 100 million yuan, led by 深创投, to build R&D bases and production facilities [6] -Oak ley Capital acquires a 60% stake in the Italian design brand Fornasetti [6] -老乡鸡 initiates a non-deal roadshow for its Hong Kong listing, targeting a transaction scale of approximately 150 million USD [7] -if Coconut Water's parent company IFBH ends its IPO subscription with a subscription amount of at least 257.29 billion HKD, oversubscribed by 2220 times [9] -极智嘉 updates its prospectus for a Hong Kong listing, aiming to become the "first global warehouse AMR stock" [9] Major Companies -奇巧 partners with F1 to expand into the Latin American market, with plans for global expansion by 2026 [10] -马克洛娜 opens its first store in China, emphasizing design and technology in golf apparel [10] -耐克 delays the launch of its new women's sports brand Ni keSk ims due to internal production issues [10] -Meta collaborates with Oak ley and Prada to launch AI sports glasses [10] -饿了么 and 飞猪 merge into Alibaba's China e-commerce group, with leadership roles confirmed for both companies [10]

Core Viewpoint - The article discusses the paradox of the "night economy" and the "sleep economy," highlighting the increasing sleep anxiety among young people and the rising demand for sleep aids like melatonin, which has become a significant part of the burgeoning sleep economy in China [2][10][31]. Group 1: Market Overview - The sleep economy in China has grown from 261.63 billion yuan in 2016 to 495.58 billion yuan in 2023, with projections to reach 658.68 billion yuan by 2027 [9]. - Melatonin sales have surged, with a 30% year-on-year increase reported on e-commerce platforms in early 2024, and over 70% of buyers being from the post-90s and post-00s generations [6][7]. Group 2: Consumer Demographics - The primary consumers of sleep health products are young adults aged 23 to 40, accounting for 83.2% of total consumption, with 34.9% aged 23 to 30 and 48.3% aged 31 to 40 [12]. - A significant portion of the melatonin market is driven by the post-90s and post-00s demographics, who are increasingly experiencing sleep-related issues [10][12]. Group 3: Causes of Sleep Issues - Young people face dual pressures from work and academic demands, leading to a normalization of late-night work and study habits, which exacerbate sleep problems [14]. - The prevalence of screen time before bed, particularly among the 18-35 age group, contributes to sleep difficulties, with an average usage time of 6.5 hours per day, mostly at night [14]. Group 4: Market Challenges and Opportunities - The melatonin market is experiencing a conflict between diverse consumer needs and product homogeneity, with a lack of differentiation among offerings [17][22]. - The market is projected to grow from 1.54 billion yuan in 2025 to over 5 billion yuan by 2030, indicating significant potential for innovation and differentiation [17]. Group 5: Product Innovation Trends - Key trends in product innovation include transforming melatonin into snack-like forms, combining it with other health ingredients, and tailoring products to specific consumer scenarios [24][27]. - Brands are encouraged to explore personalized solutions and flexible distribution channels to meet the immediate needs of consumers, particularly in the context of the night economy [20][29].

New Consumption Overview - Master Kong launched a premium product, "Chao Lu Beef Noodle," specifically for Sam's Club, featuring over 60g of ingredients including beef tripe, tendon, and shank, cooked for over 12 hours [4] - Team Wang Design collaborated with Pharrell Williams' Billionaire Boys Club to release a new series called "SPARKLES - Life is a Race," with an immersive pop-up space planned in Fabula Paris [4] - Vans introduced a high-end line called OTW by Vans, featuring modern interpretations of classic shoe models [4] Dairy and Beverage Innovations - Haihe Dairy launched "Tianjin Sesame Sauce Yogurt," made with over 80% fresh milk and featuring local sesame and peanut sauce [7] - Lotte Chilsung introduced an innovative "Crush All-Open Can" beer, which allows the entire lid to be opened [8] Corporate Developments - General Mills is considering selling its Haagen-Dazs stores in China due to sales challenges in the market [8] - Feihe Dairy and Lihigh Foods established a joint venture named "Heli (Inner Mongolia) Dairy Co., Ltd." with a registered capital of 25 million RMB [8] - Jiamei Packaging and Lemon Republic formed a new company, "Yingtan Jialing Beverage Co., Ltd.," to innovate and produce healthy drinks [11] Financial Updates - IF Coconut Water's parent company, IFBH, passed the Hong Kong Stock Exchange listing hearing, reporting revenues of $87.44 million and $158 million for 2023 and 2024, respectively, with net profits of $16.75 million and $33.32 million, both showing over 80% year-on-year growth [11] - Dôen, a California women's clothing brand, completed a Series A funding round led by Silas Capital to accelerate retail expansion and infrastructure development [11] Strategic Partnerships - Lao Xiang Ji and DingTalk signed a strategic cooperation agreement to develop smart restaurants utilizing AI technology [12] - Louis Vuitton became an official partner of Real Madrid, enhancing its influence in global sports culture [12] - Nike postponed the launch of its collaboration with Skims, a shapewear brand owned by Kim Kardashian [12] - Oakley announced a partnership with Meta to develop smart glasses aimed at athletes [12] - Novo Nordisk and Alibaba Health formed a strategic partnership to create a one-stop weight management knowledge and service platform [12]

Core Viewpoint - The article reveals the growth strategies of merchants during the Douyin Mall 618 shopping festival, highlighting the popularity of various products across different categories and the underlying consumer trends and business methodologies [3][5][6]. Group 1: Fashion Sales Rankings - The fashion sales rankings cover seven subcategories, showing a significant increase in outdoor apparel consumption, with items like fishing, camping, and cycling gear gaining popularity [7][9]. - Functional clothing such as sun protection sleeves and quick-dry sportswear have become new favorites among consumers [7][11]. - Jewelry items like pearl accessories and crystal jewelry have also seen explosive growth as summer fashion trends evolve [7][12]. Group 2: Fast-Moving Consumer Goods (FMCG) Sales Rankings - The FMCG sales rankings encompass 16 subcategories, indicating a shift towards low-alcohol fruit wines and quality red wines among younger consumers [28][30]. - The pet industry is also thriving, with not only staple pet food but also niche products like aquarium supplies and small pet accessories gaining traction [28][30]. Group 3: Durable Goods Sales Rankings - The durable goods sales rankings include 11 subcategories, showcasing a blend of traditional necessities and emerging smart devices [93]. - Products like floor cleaning machines and smart toilets are becoming standard in home cleaning, while smart locks and cameras are gaining popularity in home security [93][95]. Group 4: Business Strategies and Insights - The 618 sales rankings serve as a "wind vane" for brands to understand consumer trends and as an "accelerator" for brand growth, creating a closed loop of traffic, voice, and sales [140][141]. - Companies like Midea have effectively utilized multi-channel strategies, including content marketing and influencer collaborations, to boost sales and brand visibility during the event [141][143]. - The rankings provide valuable insights for merchants to optimize product selection and marketing strategies, helping them capture market growth opportunities [139][148].

Core Viewpoint - The article reflects on the challenges and transformations faced by content creators in the new consumption era, emphasizing the importance of authenticity and self-awareness in a rapidly changing digital landscape [5][6][12]. Group 1: The Five Chronic Poisons Killing Public Accounts - The first poison is the "Peacock Syndrome," where creators feel pressured to constantly seek attention and validation, leading to burnout and loss of authenticity [7]. - The second poison is the emotional superficiality of short videos, which often prioritize sensationalism over meaningful content, making it difficult for serious creators to compete [8]. - The third poison involves compromising integrity for financial gain, where creators may feel compelled to flatter sponsors or clients, undermining their own values [9]. - The fourth poison is the "Pointing the River Syndrome," where creators mistakenly believe they can critique industries without real-world experience, leading to hollow commentary [10]. - The fifth poison is the tendency to make baseless accusations against established companies without proper evidence, contributing to a culture of unfounded criticism [12][13]. Group 2: Lessons Learned from Personal Experience - The first lesson is to not overestimate oneself, recognizing the limitations of personal capabilities and the importance of humility in the face of societal trends [17]. - The second lesson emphasizes the shift from seeking external validation to finding inner peace and satisfaction, moving away from superficial connections [18][19]. - The third lesson highlights the value of forming genuine friendships over networking with influential figures, as true connections are more reliable in times of uncertainty [20][22]. - The ultimate remedy is to return to authenticity, focusing on personal interests and passions rather than external pressures, which can lead to a more fulfilling creative journey [23][25].

New Consumption - Weidongli launched two new products, "Daily Eye Care" and "Daily Sleep Aid," focusing on eye protection and sleep assistance [4] - Birkenstock opened a limited-time experience space in Shanghai, attracting outdoor enthusiasts and influencers [4] - Orion introduced a low-sugar version of its pie, reducing sugar content by 80% and increasing cocoa content by 30% [4] - Babycare successfully entered the Japanese market, covering over 8,000 stores, including major chains and convenience stores [5] - Dayao Tea brand launched new sugar-free and fruit tea products, available in 1L bottles [5] Investment and Financing - Subway's parent company acquired Dave's Hot Chicken for $1 billion (approximately 72 billion RMB) [6] - Domino's Pizza is selling a 3.2% stake in its franchisee for $47 million [8] - Sweetener company Xinqian Technology went public in Hong Kong, with an initial price of 18.9 HKD, rising 60% on the first day [8] - Danone Canada announced a $9 million investment in its Boucherville plant, aiming to incorporate up to 30% recycled PET materials in yogurt packaging [9] - Suning.com plans to sell four Carrefour subsidiaries for a total of 4 RMB [9] Major Companies - Starbucks announced a collaboration with Microsoft to develop an AI assistant called "Green Dot Assistant" for order management and device scheduling [12] - Dongfang Zhenxuan launched its first self-operated sanitary napkin, emphasizing safety and skin-friendliness [12] - French fashion brand Paul&Joe appointed a new CEO, Marie-Emmanuel le Demoures, to lead operations and strategic development [12] - JORYA opened its first global flagship store in Shanghai, featuring a unique design and a romantic theme [12] - Miu Miu launched a new eco-friendly fashion collection in collaboration with Oscar-winning designer Catherine Martin [12]