「CITYFORCE年度品牌」征集启动｜2025特昂节

Core Viewpoint - The survival and evolution of consumer brands heavily rely on two core genes: "deepening value perception" and "breaking through innovation" [1][10] Group 1: New Normal in Chinese Consumer Market - The Chinese consumer market has entered a "new normal" characterized by "single-digit growth," increasing complexity, and differentiation [2] - Consumer spending is increasingly influenced by actual income and assets rather than confidence levels, leading to more rational spending decisions focused on quality of life [2][3] - Notable market phenomena include the success of Labubu and the pressure on Moutai's prices, indicating a shift in consumer preferences and behaviors [2] Group 2: Shifts in Consumer Behavior - Consumers are adjusting their spending behaviors to adapt to a challenging economic environment, with a weakening correlation between consumption intention and overall willingness to spend [3] - Wealthy urban consumers plan to increase daily spending by 2.6% by 2025, focusing on tangible goods like housing and vehicles, as well as intangible services for personal fulfillment [3] - Net consumption intentions show a willingness to invest in education (34%), health products (26%), and travel (12%), while categories like home appliances and tobacco show a tendency to tighten spending [3] Group 3: Value Expectations and Spending Balance - Consumers are opting for downgraded consumption in some areas while spending lavishly in others, reflecting a shift from "having more" to "living better" [4] Group 4: Innovation in New Consumption - New consumption is seen as a deepening evolution of consumption upgrade trends, with increasing demand for practical and emotional value [6] - Innovations are driven by new technologies, concepts, and models, particularly in hot consumer sectors like IP toys, jewelry, outdoor sports, and beauty products [7] - The demand for products with high cost-performance ratios, technological content, and health benefits is becoming a breakthrough point for new consumption [8] Group 5: Challenges and Opportunities for New Consumption Brands - New consumption categories face inevitable iterations and renewals, with challenges including intensified competition and failure to keep up with demand trends [8] - Companies are encouraged to shift from short-term profit strategies to long-term sustainable practices by enhancing innovation, optimizing channels, and accelerating globalization [9]