百联挚高高洪庆：下一个消费独角兽是谁？丨直击新消费大会

Core Insights - The current consumer market is undergoing a profound demand restructuring, emphasizing the importance of understanding consumer insights as the starting and ending point for any consumption phenomenon [1] Group 1: Changes in Consumer Behavior - Two key trends are emerging: the generational shift reflected in the "old generation" phenomenon, indicating a change in social currency values, and the rise of "emotional value," particularly among Generation Z, who prioritize personalization over blindly following international brands [1] - The consumption upgrade trend among the silver-haired demographic is becoming increasingly evident [1] Group 2: Unicorn Growth Paradigms - Four growth paradigms for consumer unicorns in the mobile internet era are identified: rapid expansion driven by capital, heavy reliance on social media and e-commerce traffic, "micro-innovation" with a focus on product aesthetics, and a business model that leverages high growth potential from the internet while operating as light-asset brands [2] - Despite their initial success, many unicorns face risks due to over-reliance on traffic, neglect of brand building, and lack of supply chain and core technology [2] Group 3: Emergence of New Consumption Brands - New consumption brands like Pop Mart, Mixue Ice City, and Laopu Gold are emerging, reflecting deep changes in the consumer industry driven by generational and consumer shifts [3] - The brand "Shanxia You Song" exemplifies a new generation of consumer brands that leverage social media for initial growth, transitioning from pure e-commerce to offline scenarios while enhancing product value and brand positioning [3] Group 4: Opportunities in Global Markets and Technology - The consumer industry should focus on overseas expansion, particularly in regions like Africa and Southeast Asia, where there is significant population growth and demand for basic consumer goods [4] - The integration of local culture is essential for success in these markets, and brands can utilize the DTC model to transition from "Made in China" to "Brand from China" [4] - Technological innovations from AI and robotics are critical variables that the consumer industry must pay attention to [5] Group 5: Future Directions for New Unicorns - The consumer behavior in China is entering the "fourth consumption era," characterized by rationality and a pursuit of cost-effectiveness while maintaining a degree of personalization [6] - Three key sectors are predicted to nurture the next wave of consumer unicorns: the health sector, particularly in synthetic biology and specialized medical foods; the commercialization of AI applications integrated with specific scenarios; and the export of core technologies and innovative models [7]