为什么胖东来、山姆越火，食品品牌却越焦虑？

Core Insights - The article discusses the evolving landscape of consumer behavior regarding traditional New Year gift boxes, highlighting a shift towards more rational purchasing decisions as consumers prioritize product value over packaging and marketing narratives [2][3]. Group 1: Shifts in Consumer Behavior - The essence of New Year gift boxes is rooted in ceremonial consumption, representing emotional, social, and cultural values, but consumers are increasingly questioning the intrinsic value of these products beyond their festive symbolism [3]. - Consumers are gravitating towards membership-based supermarkets like Pinduoduo and Sam's Club, indicating a preference for self-branded products that offer perceived value [2]. Group 2: Product Innovation Trends - Brands must provide compelling reasons for consumers to choose their products, leading to a focus on deep product innovation rather than superficial marketing [5]. - The first key transformation is the precise definition of "functional value," where products must clearly address specific consumer needs, exemplified by Danone's targeted offerings for GLP-1 drug users [5][6]. - The second transformation involves AI-driven flavor and experience reconstruction, as seen in Genki Forest's use of AI for over 500 flavor iterations to enhance product appeal [10]. - The third transformation is the modernization of "food as medicine," with brands like Dong'e Ejiao offering convenient, ready-to-eat products that fit contemporary lifestyles [12]. - The fourth transformation focuses on value sourcing from the supply chain, where brands that control high-quality raw materials and production processes gain a competitive edge [14]. Group 3: Market Trust and Experience - As product innovation becomes a necessity, brands face the challenge of gaining market visibility and trust in a fragmented information landscape [16]. - Successful brands are returning to physical spaces to create tangible experiences that foster consumer trust, as demonstrated by the popularity of membership stores [16]. - The concept of "consensus pre-sale" is emerging, where brands validate their products through community engagement or industry exhibitions before market launch, ensuring they enter the market with established consumer trust [25][26]. Group 4: The Role of Industry Exhibitions - Industry exhibitions serve as critical platforms for brands to validate trends, calibrate value, and build trust, allowing companies to quickly gather insights and feedback from industry peers and consumers [29]. - Exhibitions facilitate rapid trust-building through direct interactions, which are essential for establishing commercial partnerships and reducing risks in cross-border trade [33]. - New brands leverage exhibitions to connect with potential partners and streamline their innovation processes, enhancing their ability to bring products to market effectively [33].