Core Insights - The investment logic in the consumer sector has fundamentally shifted from focusing on functional needs to addressing higher-level needs such as safety and self-actualization, with emotional value playing a crucial role [1][2][3] - The new consumption trend has seen a decline in the number of projects and disclosed financing amounts, indicating a cooling off in the market [2][4] - In 2025, the total disclosed financing for new consumption projects was approximately 2.8 billion RMB, a significant drop from previous years [4][6] Investment Trends - The focus has shifted towards long-term value, emphasizing brand repurchase rates, supply chain efficiency, and sustainable business models, moving away from "pseudo-innovation" reliant on capital infusion [1][2] - Projects that are likely to attract capital in 2024 and beyond will need to demonstrate technological innovation, sustainability, supply chain resilience, and adaptability to policies [1][2] Financing Overview - In the first half of 2025, 44 new consumption-related projects disclosed financing, totaling nearly 2.8 billion RMB, with a notable decrease in both project numbers and financing amounts compared to previous years [2][4] - The highest disclosed financing in this period was a 6.65 billion RMB acquisition by Qingdao Beer [6] Sector Analysis - The food and beverage sector remains dominant, with 16 projects disclosing financing of approximately 6.83 billion RMB, half of which are related to supply chain or innovative food [7] - The beverage sector saw limited financing activity, with only five projects disclosing funding, indicating a shift in investor interest [8] Emerging Trends - The pet economy is evolving, with a focus on enhancing the quality of life for pets rather than just meeting basic needs, as evidenced by significant investments in pet health and AI-enabled products [12][14] - The new tea beverage market is experiencing a wave of IPOs, indicating a transition from rapid expansion to a focus on supply chain efficiency and brand differentiation [16][17] Key Characteristics of Successful Brands - Successful new consumption brands in 2025 are characterized by technological innovation, sustainability, resilient supply chains, and a focus on emotional value [18][19] - The investment landscape emphasizes certainty in growth rather than short-term explosive potential, reflecting a deeper evolution in consumer demand [21][22]