直播实录 | 新消费崛起，旧消费还好吗？

Core Viewpoint - The article discusses the rise of new consumption trends in China, particularly among younger consumers, and contrasts them with traditional consumption patterns, emphasizing the sustainability and structural nature of these new demands [3][4][6]. Group 1: New Consumption Trends - New consumption trends, represented by products like blind boxes and cultural creative goods, are rapidly gaining popularity among younger consumers, indicating a shift in consumer behavior [3][4]. - The demand for new consumption is driven by both functional and emotional value, with consumers seeking products that enhance their quality of life and provide emotional satisfaction [5][6]. - The current economic environment has led to a structural change in consumer demand, where consumers are willing to pay more for products that offer higher functionality and emotional value [6][7]. Group 2: Traditional Consumption - Traditional consumption categories such as liquor, food, and household appliances continue to have stable demand due to their essential nature, although their growth may slow down as market saturation occurs [7][8]. - The value provided by traditional consumption remains significant, even if the growth rate declines, as consumers' expectations for a better quality of life persist [7][8]. - Traditional brands can learn from new consumption trends to better engage with younger consumers and adapt their marketing strategies [9][10]. Group 3: Sustainability of Consumption Trends - The sustainability of new consumption trends is supported by historical patterns, where similar trends have emerged in the past, indicating a long-term demand for collectible and emotionally resonant products [6][8]. - The success of new consumption products often depends on their social attributes and the ability to create a strong brand connection with consumers, which can lead to sustained growth [10][11]. - The potential for cross-generational appeal exists if the products maintain their relevance and adapt to changing consumer preferences over time [11][12]. Group 4: Mergers and Acquisitions in Consumer Brands - Mergers and acquisitions can enhance competitive strength in the consumer sector, especially in a stable market where companies seek new growth avenues [18][19]. - Successful acquisitions depend on the long-term profitability of the acquired business and the ability to integrate resources without compromising existing operations [20][21]. - The strategic alignment of acquired brands with the parent company's goals can lead to sustained growth and market expansion [19][21].