2025新国货CoolTop100品牌榜：新国货的硬核内功与软叙事：千骑卷平冈

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The domestic consumption potential is accelerating, with a shift from price-performance ratio to quality-price ratio, and a clear trend towards scenario-based consumption [5][20] - The "Two New, Two Heavy" and domestic substitution policies are injecting strong momentum into the development of new domestic products, facilitating their transition from product output to value output [5][21] - The report aims to analyze the new journey, trends, and movements of new domestic products, identifying excellent brands and product cases to help them find direction in a competitive market [5][6] Summary by Sections New Journey of Domestic Products - The new domestic products are experiencing a new opportunity for development under the continuous empowerment of the "Two New, Two Heavy" and domestic substitution policies [8][21] - The domestic consumption market is undergoing structural changes, with a focus on quality and scenario exploration [20][25] - The report discusses the risks and opportunities faced by domestic products in overseas markets [20][49] New Movements of Domestic Products - Brand building is crucial, with a significant increase in global recognition of domestic brands, driven by a shift from product output to value output [60][71] - Technological innovation and supply chain intelligence are essential supports for domestic brands [58][77] - The integration of national cultural elements into products is becoming a key factor for breaking into overseas markets [58][86] New Trends of Domestic Products - The report highlights the upward transfer of industrial value driven by technology and the emergence of value-based consumption as a new premium point [5][58] - The internal market is seeing innovations in consumption scenarios, while the external market is focusing on regional layouts [5][58] - The report emphasizes the importance of balancing domestic deep cultivation and overseas expansion for new domestic brands [50][54] CoolTop Series Rankings - The report includes a ranking system for new domestic products, identifying the top 100 brands and top 10 products [6][4] - The evaluation criteria for the rankings are based on various indicators that reflect brand performance and market impact [6][4] Brand Stories of New Domestic Products - The report provides case studies of outstanding new domestic brands, showcasing their successful strategies and market positioning [6][4]