聚焦跨界增长：平台、品牌与IP共拓市场蓝海

Core Insights - The conference "New Consumption Conference" held in Shanghai focused on "cross-border growth and innovative integration" in the consumer industry, highlighting the evolving characteristics of the Chinese consumer market, which has undergone phases of "revenge spending, rational return, and structural differentiation" over the past three years [1][3]. Group 1: Market Trends - The current consumer market is increasingly characterized by stratification, personalization, and scenario-based consumption, necessitating precise market strategies to cater to diverse consumer needs [3]. - The "silver economy" is emerging as a significant consumer group, driven by the aging population, with growing market potential in areas such as elder care and entertainment services for younger seniors [3]. Group 2: Consumer Behavior - Youth consumers are becoming more rational in their spending, often comparing prices and seeking value for money, while also showing a rising demand for emotional value in their purchases [3]. - Instant consumption needs among young consumers are increasing, with a willingness to pay for time-saving and efficiency-enhancing products [3]. Group 3: Brand Strategies - Brands must provide more choices to meet the growing personalized demands of consumers, as highlighted by Adidas' approach to catering to different consumer segments with specific product lines [4][5]. - The importance of social media in e-commerce is emphasized, with brands needing to create a content pyramid for effective communication and conversion strategies [6]. Group 4: Celebrity and IP Utilization - Utilizing celebrity IP can enhance brand value by linking emotional value to products, allowing consumers to connect with brands through familiar figures [7]. - Successful brand collaborations require careful selection of partners and alignment of marketing goals to effectively engage target audiences [11]. Group 5: Innovative Marketing Approaches - The integration of online and offline experiences is crucial for driving consumer engagement, as demonstrated by Adidas' flagship store initiatives that attract consumers through unique events [8][9]. - Brands can leverage user-generated content and social media to create a closed-loop system of "communication-consumption-communication," enhancing brand visibility and consumer interaction [9]. Group 6: Future Collaborations - Adidas plans to deepen collaborations with diverse designers to infuse fresh ideas into their product lines, aiming to resonate with younger consumers and express cultural confidence [10]. - The essence of collaboration is to break boundaries and increase user engagement, ensuring that brand and celebrity styles align to avoid alienating audiences [11].