2024年中国新消费发展洞察暨品牌力榜单

Investment Rating - The report provides insights into the investment potential of the new consumption sector in China, highlighting resilience and growth opportunities despite economic challenges [6][22]. Core Insights - The new consumption market in China is characterized by a shift towards quality, experience, and cultural value, driven by younger consumers seeking personalized and meaningful interactions with brands [6][42]. - The report emphasizes the importance of adapting to changing consumer behaviors, such as the rise of "lazy economy" and emotional consumption, which are reshaping market dynamics [40][42]. - The competitive landscape is intensifying, with both domestic and international brands striving to capture market share through innovative strategies and enhanced consumer engagement [6][22]. Summary by Sections Introduction - The introduction outlines the resilience of the new consumption market in China, which has shown remarkable vitality despite economic downturns, indicating a shift in consumer preferences towards quality and cultural significance [6][7]. Chapter 1: Research Scope and Evaluation System - The report defines the scope of research on new consumption, introducing the "VIG Compass" brand power evaluation model, which includes 21 secondary indicators to assess brand strength [9][16]. Chapter 2: Development Background of New Consumption - The global economic landscape is described as cautiously optimistic, with technological advancements and geopolitical factors influencing the Chinese consumption market [21][24]. - The report notes that China's GDP growth was 1.8% in the first three quarters of 2024, reflecting a stable economic foundation for consumer spending [33][34]. Chapter 3: Industry Insights and Rankings - The report analyzes ten major trends in the new consumption sector, highlighting outstanding brand cases and providing a ranking of brand power in various categories, including food and beverage, clothing, and outdoor sports [46][60]. - It discusses the challenges faced by the restaurant industry due to rising costs and the impact of new business models on service quality [48][51]. - The food and beverage sector is shifting towards health-oriented products, with consumers increasingly prioritizing quality and experience [62][64]. Conclusion - The report concludes that the new consumption landscape in China is evolving rapidly, with brands needing to innovate and adapt to meet the diverse demands of consumers [42][66].