竞逐新消费：先品类后品牌

Group 1 - The article discusses the importance of building a unified consumer market in China, emphasizing the government's ongoing commitment to this initiative since 2021 [2][3] - The author highlights the shift in Guangdong's economic model from export and investment-driven to consumption-driven, suggesting that this transition is crucial for sustainable growth [2] - The article introduces the concept of exploring representative entrepreneurs in the Pearl River Delta region to understand their contributions to consumer market development [3] Group 2 - The article features Shenzhen Qianhai Homan Technology Co., Ltd., which has achieved impressive growth, reaching an annual sales figure of approximately 400 million yuan in 2023 [4] - Homan's success is attributed to the rapid development of China's pet market, driven by younger generations who are increasingly adopting pets as family members [4][5] - The company focuses on combining technology and emotional value in its products, addressing real user pain points to capture a leading position in the trillion-yuan pet market [4][6] Group 3 - Homan's product development is driven by a commitment to quality and innovation, with a focus on creating unique, high-quality products rather than competing solely on price [6][7] - The founder, Liu Kun, emphasizes the importance of understanding market needs and creating new demand through innovative product categories [8][9] - Homan's brand strategy includes leveraging social media and community-driven marketing to build brand loyalty and awareness [10][11] Group 4 - Homan has successfully developed a range of products, including smart drying machines and automatic cat litter boxes, addressing traditional pain points in pet care [12] - The company anticipates continued growth in the pet economy, with plans to expand its product offerings to include dog-related products and smart home integrations [12] - Liu Kun believes that the brand's understanding of consumer needs and lifestyle is key to its success, as evidenced by high consumer loyalty and anticipation for new product launches [11][12] Group 5 - The article discusses the broader implications of brand building in the consumer market, highlighting the need for brands to create new market demands and emotional connections with consumers [14][16] - Liu Kun advocates for stronger intellectual property protection to foster innovation and brand development within the industry [15] - The article concludes with a call for a shift in policy focus towards supporting consumer-side innovation and brand building, which is essential for the transformation of China's economy [16][17]