Group 1 - The report highlights that the new consumption market has a rotation and rebound configuration opportunity, driven by three main logics: fundamental, financial, and style rotation [9][10][12] - The fundamental aspect indicates that under the backdrop of US-China trade friction, there is a strong expectation for policies to boost domestic demand, which catalyzes the consumption style market [9][10] - Financially, global capital reallocation and valuation recovery in Hong Kong stocks are noted, with A-shares and Hong Kong stocks showing a resonance in consumer sectors [10][12] Group 2 - The report discusses structural changes in the Chinese consumption market driven by demographic shifts and weakening consumer confidence, with the middle-income group expanding and the "Z generation" becoming the main consumer force [28][29] - It emphasizes that the economic transformation and declining real estate cycle have led to a cautious consumer sentiment, affecting spending behavior [38][40] Group 3 - The report identifies three key trends in new consumption: "emotional consumption," "value-for-money consumption," and "service and experience consumption," each with distinct growth drivers and investment opportunities [48][59][68] - "Emotional consumption" is characterized by high margins and resilience to economic cycles, with significant growth in IP economy and pet economy sectors [48][51] - "Value-for-money consumption" is driven by rational consumption tendencies and supply chain optimization, leading to the rise of discount retail and bulk snack industries [59][62] Group 4 - The report notes that the service and experience consumption sector is expected to grow rapidly, particularly in outdoor sports, as GDP per capita surpasses 10,000 USD, influenced by the "single economy" and changing consumption preferences [68][71] - It highlights that outdoor apparel and footwear sales are projected to see significant growth, with a year-on-year increase of 87.3% expected in 2024 [68][71]

Core Insights - The article discusses a significant shift in consumer behavior in China, moving from "tool-based consumption" to "toy-based consumption," where products are valued for their emotional and aesthetic significance rather than just functionality [2][4]. Group 1: Changes in Consumer Behavior - Consumers are increasingly willing to pay for products that offer emotional value, stories, and unique experiences rather than just functionality [4]. - The competition among brands has shifted from price and functionality to the lifestyle and values represented by the products [4][5]. Group 2: Psychological Drivers - Two major psychological drivers are identified: the pursuit of "instant gratification" and the feeling of "atomized existence" in urban life, leading to a desire for emotional connection through consumption [5][6]. - The fast-paced nature of modern life has reduced consumers' patience, making them favor products that provide immediate emotional satisfaction [6][8]. Group 3: Emotional Value Layers - The article outlines three layers of emotional value in consumption: 1. **"Little Happiness"**: Consumers pay for small, certain pleasures that provide immediate emotional relief [10][11]. 2. **Identity Construction**: Consumption becomes a means for individuals to define themselves and find belonging in a fragmented society [14][16]. 3. **Co-creation and Participation**: Consumers seek to engage in the creation of products and brand narratives, valuing their input and influence [25][30]. Group 4: Case Studies - **Case Study 1: Guansha**: This brand creates a "New Orientalism" aesthetic, allowing consumers to express cultural identity and taste through its products [17][18]. - **Case Study 2: Luckin Coffee**: The brand leverages limited edition collaborations to create social currency, allowing consumers to feel part of a trendy community [21][22]. Group 5: Strategies for Brands - Brands are encouraged to create "instant joy" through appealing designs, storytelling, and user empowerment [32]. - Engaging consumers as active participants in the brand narrative is essential for building loyalty and emotional connection [39][30].

2025 年 12 月 15 日 投资评级：看好（维持） 商贸零售 行业走势图 《医美化妆品 11 月月报：美丽田园收 购思妍丽 100%股权，双十一大促落幕 美 妆 表 现 亮 眼 — 行 业 点 评 报 告 》 -2025.12.3 11 月社零同比+1.3%，整体增速有所承压 ——行业点评报告 | 黄泽鹏（分析师） | 李昕恬（联系人） | | --- | --- | | huangzepeng@kysec.cn | lixintian@kysec.cn | | 证书编号：S0790519110001 | 证书编号：S0790125100021 | 数据来源：聚源 -36% -24% -12% 0% 12% 24% 2024-12 2025-04 2025-08 商贸零售 沪深300 相关研究报告 《商务部明确零售品质转型，关注永 辉超市调改成效 — 行 业 周 报 》 -2025.12.14 《林清轩更新招股书，关注高端国货 护 肤 公 司 上 市 进 展 — 行 业 周 报 》 -2025.12.7 lixintian@kysec.cn 证书编号：S0790125100021 2025 年 11 月 ...

Core Insights - The report "Rise of Emotional Consumption: Market Landscape and Future Trends by 2025" indicates that the emotional consumption sector in China has experienced an average annual compound growth rate of 12% since 2013, with the market expected to exceed 2 trillion yuan by 2025 [1] - POLYVOLY, once a prominent player in emotional personal care, has filed for bankruptcy, highlighting the challenges faced by many emerging brands that initially thrived on traffic but failed to sustain product quality [1][18] Company Overview - POLYVOLY was founded in 2016, during a time when new consumption trends were emerging in China, with platforms like Xiaohongshu and Douyin providing new traffic sources for brands [3] - The founding team, with backgrounds in e-commerce and brand management, successfully launched two brands, "Sangu" and "Rever," targeting specific emotional and functional needs of younger consumers [4][5] - Sangu focused on ingredient safety, appealing to the "ingredient-conscious" Z generation, while Rever introduced innovative product forms, enhancing the sensory experience of personal care [5][6] Market Performance - POLYVOLY's brands achieved significant sales milestones, with Sangu topping Xiaohongshu's rankings in 2018 and Rever becoming a leading brand in its category by 2020 [7] - The company raised over 100 million yuan through multiple funding rounds, reflecting strong investor interest during the traffic boom [7] - By October 2023, POLYVOLY reported an annual GMV exceeding 400 million yuan, indicating substantial growth before its decline [7] Strategic Missteps - POLYVOLY's aggressive offline expansion strategy, despite its online success, led to misalignment with consumer preferences and market trends, contributing to its financial difficulties [8][10] - The company faced challenges in adapting its higher-priced products to the preferences of consumers in traditional retail channels, resulting in poor sales performance [10][11] - A rapid expansion into multiple brands without solidifying core offerings diluted resources and led to the launch of poorly received products, such as the "Shupu" brand, which failed to differentiate itself in a competitive market [11][12] Financial Troubles - Signs of financial distress emerged as early as 2023, with POLYVOLY facing multiple lawsuits and being listed as a dishonest executor due to unpaid debts [14][15] - By the end of 2024, the company's equity was reported at -8.78 million yuan, confirming its insolvency and leading to the acceptance of its bankruptcy application [15] Industry Trends - Emotional consumption continues to thrive, with brands like Pop Mart and Laoputang successfully leveraging emotional value to drive growth [22] - The market is shifting towards a focus on product quality and value, moving away from purely emotional pricing strategies [22][23] - The collapse of POLYVOLY serves as a cautionary tale about the importance of product strength and sustainable business practices in the competitive landscape of new consumer brands [24]

交银国际研究 行业剖析 2025 年 12 月 2 日 消费行业 2026 年展望：新常态下的消费新动能 2025 年消费小幅回暖，2026 年有望延续温和增长：2025 年以来，中国内 地消费市场延续温和复苏态势，1-10 月社会消费品零售总额累计同比增长 4.3%，显示整体需求处于恢复通道。然而，消费者信心指数虽逐季回升但 仍徘徊在荣枯线下，储蓄意愿维持高位、CPI 低位运行，均反映出消费者 偏谨慎的心态。因此我们看到，性价比趋势下多数细分行业仍面临需求偏 软与竞争加剧的双重压力；但另一方面，消费者更加重视情绪价值，同时 "以旧换新"等政策有效带动家电等品类，相关子行业成为年内消费主 线。展望2026年，消费有望延续温和增长的新常态，其核心特征是总体需 求增速偏缓，但消费理性化与需求层级的上移不断推动结构性分化，进而 成为细分市场的重要增长动力。市场将逐步构建新平衡，以挖掘消费者需 求为核心，更加重视经营效率提升；企业需精准洞察消费趋势，通过产 品、渠道、技术创新与供应链优化，把握新常态下的结构性机会。 此报告最后部分的分析师披露、商业关系披露和免责声明为报告的一部分，必须阅读。 下载本公司之研究报告，可 ...

商贸零售 商贸零售 2025 年 12 月 14 日 投资评级：看好（维持） 行业走势图 数据来源：聚源 -36% -24% -12% 0% 12% 24% 2024-12 2025-04 2025-08 商贸零售 沪深300 相关研究报告 《林清轩更新招股书，关注高端国货 护 肤 公 司 上 市 进 展 — 行 业 周 报 》 -2025.12.7 《医美化妆品 11 月月报：美丽田园收 购思妍丽 100%股权，双十一大促落幕 美 妆 表 现 亮 眼 — 行 业 点 评 报 告 》 -2025.12.3 《从保值到颜值，再到情绪价值—行 业投资策略》-2025.12.3 商务部明确零售品质转型，关注永辉超市调改成效 ——行业周报 黄泽鹏（分析师） 李昕恬（联系人） huangzepeng@kysec.cn 证书编号：S0790519110001 lixintian@kysec.cn 证书编号：S0790125100021 商务部对零售行业定调积极，关注永辉超市调改变革 本周（12 月 9 日至 10 日），全国零售业创新发展大会在北京召开，会议提出学 习推广胖东来好经验好做法加快转型提升。商务部副部长盛秋平 ...

近日，《疯狂动物城2》不仅凭借超30亿元的票房创下中国影史进口动画片票房纪录，也引爆了各种IP 衍生的周边消费市场。根据得物App数据显示，"疯狂动物城"上映首日关键词搜索量环比前一天增长 60%，联名盲盒、"痛金"、家居等产品备受消费者追捧。 疯狂动物城联名手办"再续系列"隐藏款"芬尼克"价格趋势图 值得一提的是，《疯狂动物城2》最贵的联名当属周大福的"痛金"，本次周大福推出了4个系列产品，朱 迪联名款胡萝卜黄金吊坠售价3275元，周大福尼克朱迪联名款转运珠售价2575元，刷新了联名价格上 限。同时，泡泡玛特成为最大赢家，推出的多款联名产品，包括盲盒手办、可动人偶、钥匙扣等，其中 MOLLY与《疯狂动物城2》的联名系列盲盒手办隐藏款"芬尼克小推车"在得物App成交价由69元增长至 247元，最高溢价3.5倍；联名手办"再续系列"隐藏款"芬尼克"成交价由69元增长至291元，最高溢价4.2 倍。 《疯狂动物城2》主角朱迪和尼克作为新一代流量明星不止吸引了消费者，更吸引了一大波品牌的入 局，纷纷推出了联名周边产品。得物App数据显示，迪斯尼推出《疯狂动物城》联名保温杯，已狂卖2.6 万份，有5.5万用户"想要" ...

Core Viewpoint - New consumption concept stocks are experiencing a broad increase, indicating a positive market sentiment and potential growth in the sector [1][2] Stock Performance - Notable stock increases include: - Cha Bai Dao (02555) up by 5.76% - Guo Quan (02517) up by 4.50% - Lao Pu Gold (06181) up by 4.14% - Miniso (09896) up by 3.00% - Hu Shang A Yi (02589) up by 2.84% - Juzi Biotechnology (02367) up by 2.97% [1][2] Industry Outlook - According to Huatai Securities, the differentiation between new and old consumption will continue into 2025, driven by changes in "people, goods, and venues" and technological advancements [1][2] - The report anticipates that consumer policies will stimulate supply and demand potential, leading to a steady recovery in domestic demand and continued industry differentiation in 2026 [1][2] Investment Focus - The report suggests focusing on four main investment themes: 1. Rise of domestic brands: Attention on潮玩 (trendy toys), beauty and personal care, and gold jewelry brands competing in both domestic and international markets [1][2] 2. Technology-enabled consumption: Emphasis on the rapid increase in smart product penetration rates due to technological and product innovation [1][2] 3. Emotional consumption: Monitoring growth potential in service consumption, ready-to-drink beverages, pets, and new tobacco products [1][2] 4. Undervalued high-dividend blue-chip leaders: Focus on opportunities for marginal recovery while balancing risk and reward [1][2]

Group 1 - The core viewpoint of the news is that the Hong Kong stock market's new consumption concept stocks have mostly rebounded, with significant gains observed in several companies [1][5] - Notable stock performances include Lao Pu Gold, Cha Bai Dao, and Mao Ge Ping, each rising over 4%, while Miniso increased by over 3%, and Mi Xue Group, Blu-ray, and Juzi Bio rose over 2% [1][5] Group 2 - Huatai Securities released a research report projecting that consumer promotion policies will continue to stimulate supply and demand potential, leading to a steady recovery in domestic demand [3][7] - The report highlights four main investment themes: 1) The rise of domestic brands focusing on trendy toys, beauty care, and gold jewelry, competing in both domestic and international markets; 2) Technology consumption empowered by AI, emphasizing the rapid increase in smart product penetration due to technological and product innovation; 3) Emotional consumption, with ongoing supply and demand changes, focusing on service consumption, ready-to-drink beverages, pets, and new tobacco products; 4) Undervalued high-dividend blue-chip leaders, which offer a balanced approach and opportunities for marginal recovery [3][7]

点击上图▲立即收听 " 2020 年，大众的健康消费行为以 ' 朋克养生 ' 为主，到 2025 年已然进阶成 ' 悦养身心 ' ，短短四个字，情绪在如今消费决策中的权重不言而喻。 " 文 /巴九灵（微信公众号：吴晓波频道） 在社媒平台上，一种新的社交语言在兴起。 "今天吃逍遥丸了吗""气血不足，六味地黄丸安排上""普瑞巴林救我狗命，焦虑发作时它比男朋友管用"…… 图 源：小 红书 这些本该出现在医院处方笺上的药品，如今成了年轻人的情绪代餐、身份标签甚至是社交货币。 据CBNData调研数据，在习惯、情绪与环境的三重夹击下，88%的年轻人开始主动用药品、健康消费品进行"自救式健康管理"。 健康，成为了价值观、世界观、人生观之外的"第四观"，自嘲"脆皮青年"的年轻人正在用一套全新的逻辑，认真管理自己的身体。 那么，"身体脆一点，情绪更脆一点"的年轻人钱包里，究竟藏着一张怎样的情绪账单？ 最近，盖洛普与世界卫生峰会联合发布的《2025年世界情绪健康状况》报告显示，2024年有39%的成年人坦言自己经历着大量担忧，37%的人感 到压力重重，其次还有身体疼痛（32%）、悲伤（26%）和愤怒（22%）。而且，这些指标明 ...