中国消费的新“老”温差

Core Viewpoint - The article highlights a significant shift in China's consumer landscape, contrasting the performance of traditional consumer brands like Kweichow Moutai with new consumer brands like Pop Mart, indicating a transition towards "new" consumption driven by changing demographics, real estate cycles, and evolving consumer values [1][3]. Group 1: Company Performance - Kweichow Moutai announced a stock buyback plan of 1.5 to 3 billion yuan but saw its stock price decline after the initial buyback, reflecting a defensive market perception [1][3]. - In contrast, Pop Mart's stock buyback of 350 million HKD led to a market capitalization increase of nearly 60 billion HKD within a week, showcasing a strong growth narrative [1][3]. - On January 29, Kweichow Moutai's stock experienced a rare surge, recovering to over 1400 yuan, which also positively impacted other liquor stocks and the real estate sector [3]. Group 2: Market Dynamics - The article discusses the divergence in investment logic between traditional and new consumer brands, with the former viewed as defensive and the latter as growth-oriented [3][4]. - Traditional consumer stocks, particularly in the liquor sector, are closely tied to macroeconomic conditions and the real estate cycle, which has been under pressure, leading to a challenging environment for recovery [3][4]. - New consumer brands like Pop Mart, Anta, and Li Ning are not solely reliant on macroeconomic support but are leveraging innovation to create structural growth opportunities [4][5]. Group 3: Growth Drivers - The core driver for new consumption has shifted from "demographic dividends" to "emotional dividends," focusing on consumer identity and self-expression rather than basic material needs [4][5]. - The Hong Kong consumer index, which includes new consumption sectors, saw a cumulative increase of about 20% in 2025, while the Shanghai consumer index, dominated by traditional sectors, fell nearly 8% [4]. Group 4: International Expansion - Traditional consumer companies lacking international expansion capabilities face stagnation, while new consumer brands are showing strong growth overseas, with Pop Mart reporting a 3.7 times increase in overseas revenue by Q3 2025 [5]. - Successful international strategies are evident in brands like Anta and Li Ning, which are expanding rapidly in Southeast Asia, indicating a shift from "Made in China" to "Global Brands" [5]. Group 5: Valuation and Investment Considerations - Traditional consumer leaders like Kweichow Moutai still hold strong market positions and stable cash flows, with their valuations entering historically low ranges, appealing to risk-averse investors [6]. - New consumer brands face unique challenges, such as sustaining IP creation and managing acquisitions, with high valuations making them sensitive to any signs of growth slowdown [6][7]. - The sustainability of "self-indulgent" consumption is questioned, as it relies on consumer sentiment and disposable income, which may be the first to be scrutinized in uncertain economic times [8].