“在这个‘卷’中求新的时代，品牌要打动消费者，与消费者‘玩’在一起”

Core Insights - The "2025 High-Quality Consumer Brand TOP 100 Innovation Ecosystem Conference" was held in Shanghai, focusing on eight major tracks and 28 sub-sectors, culminating in the release of the "2025 High-Quality Consumer Brand TOP 100 Trend Insight Report" [1] - The conference emphasized the theme of "Navigating Cycles, Activating Growth," discussing the resilience and vitality of the Chinese consumer market amid macroeconomic changes [2][12] Consumer Background - The central economic work conference highlighted the importance of boosting consumption and expanding domestic demand as a priority for economic work this year [2] - From January to May, the total retail sales of consumer goods reached 20 trillion yuan, showing a year-on-year growth of 5% [2] - New consumption hotspots such as experience economy, emotional value consumption, and silver economy are emerging, driven by government policies and market dynamics [2][6] Report Highlights - The "2025 High-Quality Consumer Brand TOP 100 Trend Insight Report" identified four major trends: health consciousness driving wellness and sports consumption, AI enhancing product and service upgrades, novel experiences igniting consumer enthusiasm, and emotional value unlocking new consumption scenarios [5][6] - The report introduced new thematic studies on "Going Global" and "AI Applications," revealing that over 80% of companies plan to increase AI investments [6][19] Roundtable Discussions - The roundtable featured discussions on strategies for companies to navigate economic cycles, emphasizing the importance of innovation and adapting to new consumer trends [3][7] - Key insights included the need for brands to balance online and offline presence and to capture emotional value to resonate with consumers [7][8] Brand Insights - Brands are encouraged to adopt a mature, approachable image to connect better with consumers, moving away from overly serious branding [16][17] - The concept of "childlike fun" is gaining traction across age groups, indicating a shift in consumer preferences that brands can leverage [18] Awards and Recognition - The conference announced the "2025 High-Quality Consumer Brand TOP 100" list, along with various awards for high-quality brands and innovative consumption cases [20][21] - Notable brands recognized include L'Oréal China, MUJI, and Starbucks China, highlighting the competitive landscape in the high-quality consumer sector [21]