给狗穿雨衣也卖爆？中国消费市场变天了，15万个新品牌在天猫掘金

Core Insights - The article discusses the phenomenon of niche products gaining popularity in the Chinese consumer market, highlighting a shift towards quality and logical transformation in consumer behavior [1] Group 1: Market Trends - The "China Online Consumption Brand Index" (CBI Index) and the global top 500 online brands indicate that the consumer market is no longer dominated by traditional giants, with a surge of new brands emerging to meet highly specific consumer demands [3] - Brands like "Kara Sheep," which focuses on ergonomic school bags tailored to children's height and academic stages, exemplify how addressing specific consumer pain points can lead to significant market success [3] - The brand "Jin Jiu Yue Bing," which specializes in traditional mooncakes, has gained traction among younger consumers by leveraging unique craftsmanship, showcasing the benefits of precise market positioning [5] Group 2: Quality Improvement - The CBI Index reflects not just transaction volumes but also the quality structure of consumer goods, with a third-quarter score of 62.65, indicating a year-on-year increase of 0.92% [7] - Consumers are increasingly willing to pay a premium for products that offer specialized functions, original designs, and emotional value, as seen with the snack brand "Bi Bi Zan," which has achieved significant sales through efficient supply chain management [7] - Geographic improvements in consumer quality are notable, with cities like Sansha and Harbin showing enhanced access to quality goods, driven by better logistics and supply chain infrastructure [7] Group 3: Brand Development - The platform ecosystem is accelerating brand incubation, with nearly 900 million monthly active users generating valuable demand data that helps identify emerging market opportunities [8] - The fashion industry is benefiting from initiatives like iFASHION, which enhance the visibility of original design brands, allowing them to address specific consumer needs effectively [9] - The growth trajectory of brands is shifting from blind expansion to efficient matching of niche demands, facilitated by a robust e-commerce ecosystem [9] Group 4: Conclusion - The transformation in the consumer market is moving from quantity to quality, with brands like "Kara Sheep" and "Bi Bi Zan" demonstrating that precise fulfillment of specific situational needs is the new key to brand growth [10]