从“商品输入”到“生态共建” 新消费品牌用内容共创、场景经营留住流量

Core Insights - The consumer landscape is being reshaped, with a shift from "quantity growth" to "quality leap" in retail sales, necessitating new consumption brands to redefine their value creation strategies [1] - The roundtable discussion highlighted the importance of building a collaborative ecosystem both externally with partners and internally within companies to enhance operational efficiency [1] Group 1: New Consumption Trends - The retail sales of social consumer goods are experiencing steady growth, indicating a transition in consumer behavior towards quality and long-term value creation [1] - The film "The Little Monster of Langlang Mountain" achieved a box office of 1.7 billion yuan and created over 800 derivative SKUs, with an expected GMV of 2.5 billion yuan by year-end [3][4] Group 2: Ecosystem Collaboration - Companies are moving from short-term profit models to deeper industry chain collaborations, as illustrated by Hainan Supply and Marketing Group's shift towards joint ventures and agricultural partnerships [4] - Xiaomi's strategy involves leveraging its IT, financial, and human resources capabilities to build win-win relationships with over 18,000 retail stores in China and around 300 overseas [4] Group 3: Emotional and Social Consumption - The fragmented and segmented nature of current consumer behavior emphasizes the need for brands to capture and retain consumer attention through emotional engagement and social interaction [5] - The creation and operation of IP content, along with enhanced experiential marketing, are seen as effective methods for brands to convert fleeting consumer interest into sustained sales [5][6]