胖东来、蜜雪冰城、泡泡玛特背后 新消费的“河南现象”

Core Insights - The article highlights the rise of new consumer brands in Henan, such as Mixue Ice City, Pop Mart, and Pang Donglai, which have capitalized on the trend of affordable consumption and the "slow to fast" strategy, focusing on supply chain and industry chain development [3][7][9] Group 1: Consumer Trends - The 20 to 39 age group was the primary driver of consumption growth from 2010 to 2018, contributing 30.3% to overall growth, but from 2018 to 2022, this group became a major reason for the decline in consumption growth, accounting for approximately 44% of the decrease [5] - The "Z generation" (post-95) is characterized by rational spending and a focus on value for money, emphasizing emotional value and spiritual resonance in their purchasing behavior [5][6] - Mixue Ice City has successfully captured the "Z generation" mindset with its 4 yuan lemon water, selling 1 billion cups in a year, achieving consumption equality between high-tier and low-tier cities [5] Group 2: Business Strategies - Pang Donglai adopts a direct sourcing model for 80% of its products, reducing costs and ensuring quality by eliminating middlemen, with a pricing strategy of "cost price + reasonable profit" [6] - New consumer brands are thriving by focusing on quality-price ratio, experience, and personalization, with Mixue Ice City and Pop Mart meeting consumer demands for taste and emotional satisfaction through innovative product offerings [6][7] Group 3: Supply Chain and Industry Chain - The success of Mixue Ice City and Pang Donglai is attributed to their deep engagement with supply chains and industry chains, which is influenced by Henan's unique resource endowments and market environment [7][9] - Mixue Ice City has built a "super supply chain" that includes self-owned planting bases and production facilities, achieving raw material costs below industry averages, such as a 20% lower procurement price for lemons compared to the industry average [7][8] Group 4: Cultural and Social Impact - The founders of these brands embody the "Yushang" culture of integrity and mutual benefit, which is deeply rooted in Henan's commercial history [9][10] - These companies are not only focused on profit but also on social responsibility, as seen in Mixue Ice City's significant donations during natural disasters and Pang Donglai's profit-sharing model with employees [10][11] - The brands are expanding globally, with Mixue Ice City opening over 5,000 stores in 12 countries and Pop Mart's LABUBU series achieving significant sales growth in international markets [11]