新消费的最大“金矿”开始浮现

Core Viewpoint - The article discusses the rise of "new consumption" in China, highlighting a shift from functional needs to emotional value among consumers, leading to the emergence of various new consumption sectors such as the pet economy and traditional crafts [1][4]. Group 1: New Consumption Trends - New consumption encompasses service consumption, spiritual consumption, and technology-related consumption, with a particular focus on spiritual consumption in the current context of material abundance [1][2]. - Companies like Pop Mart have successfully capitalized on the new consumption trend, achieving explosive growth despite a generally sluggish overall consumption environment [2][3]. Group 2: Brand Influence and Consumer Behavior - The willingness of consumers to pay a premium for products is driven by brand recognition rather than significant changes in distribution or supply chains, as seen with brands like Mixue Ice City [2][3]. - The emotional connection established through branding, such as the viral marketing of Mixue's IP "Snow King," differentiates it from competitors and enhances brand recognition [3]. Group 3: Pet Economy Insights - The pet economy is projected to reach a market size of 592.8 billion yuan in 2023, with expectations to exceed 1.15 trillion yuan by 2028, indicating strong growth potential [3][4]. - The pet economy is characterized by high consumer stickiness and emotional attachment, particularly among younger demographics, with 41.2% of pet owners being born in the 1990s [4][5]. Group 4: Market Dynamics and Valuation - Despite the promising outlook for the pet economy, the average price-to-earnings ratio for pet stocks exceeds 50, significantly higher than traditional consumer goods, which typically range from 10 to 25 [5]. - The concentration of leading companies in the pet market is expected to increase, driven by product innovation and brand development, although there are concerns about potential valuation corrections if market consolidation does not meet expectations [5][6]. Group 5: Long-term Sustainability - The pursuit of new consumption reflects a search for certainty in an uncertain society, but the sustainability of this trend will ultimately depend on returning to fundamental business values [6].