近期以"谷子经济"、宠物经济为代表的新消费概念股在A股市场关注度提升。这一现象的背后是以Z世 代为代表的年轻消费者消费偏好的改变。国家统计局数据显示，中国Z世代(1995-2009年出生)人口规模 达2.8亿，年消费规模突破5万亿元。 显然他们的消费行为正在重塑商业逻辑——从"购买商品"转向"购买意义"。当一枚限量徽章被炒至7.2 万元，一只智能猫砂盆年销增长200%，背后不仅是市场规模的膨胀，更是一场关于情感、社交与身份 认同的深层变革。 除了情感投射外，消费行为在Z世代眼中，本质是一场社交表演。谷子爱好者热衷在社交媒体"晒谷"， 通过展示稀有徽章或手办获得圈内认同；泡泡玛特用户则形成独特的"盲盒社交生态"，开箱视频与交换 活动成为维系关系的纽带。这种社交属性不仅增强用户黏性，更催生二级市场的繁荣。 情感经济：为"情绪价值"买单的逻辑重构 具体来看，传统消费主义强调功能与性价比，而Z世代的消费决策则被"情绪价值"主导。这一特征在当 下火热的谷子经济和宠物经济中表现突出。 你能想象吗？一块看似不起眼的"吧唧"(通常指动漫或游戏角色的徽章)竟然能被炒出天价。据钛媒体等 报道，《排球少年》里西谷夕角色的吧唧，在二 ...

Group 1: Market Trends and Company Strategies - A significant number of consumer companies have submitted IPO applications to list on the Hong Kong Stock Exchange, showcasing common traits such as early market opportunity capture and a focus on digital and intelligent production layouts [2] - Companies like Dongpeng Beverage and Kaway have successfully differentiated themselves in their respective markets, with Dongpeng focusing on functional beverages and Kaway on emotional consumption through popular IPs [5][8] - The food and beverage industry faces challenges such as declining brand loyalty and health consumption trends, while entertainment consumption relies heavily on IP popularity and is subject to policy risks [2] Group 2: Dongpeng Beverage - Dongpeng Beverage, founded in 1987, has seen significant revenue growth, with projected revenues of 85 billion, 112.57 billion, and 158.30 billion yuan for 2022-2024, representing year-on-year growth rates of 21.9%, 32.5%, and 40.6% respectively [5] - The company has a market share of 26.3% in functional beverage sales for 2024, ranking first, and a retail market share of 23%, ranking second [5] - Despite its success, Dongpeng relies heavily on its flagship product, which accounts for over 84% of its revenue, posing risks as consumer preferences shift towards healthier options [6] Group 3: Kaway - Kaway, established in 2011, has rapidly grown by focusing on anime IPs and blind box trading cards, with projected sales of 48.11 billion packages in 2024 [8] - The company experienced a revenue drop in 2023 due to regulatory impacts but is expected to rebound to 100.57 billion in 2024, with a net profit surge of 378% [8] - Kaway's revenue is heavily dependent on a few popular IPs, which could pose risks as these licenses expire or if the IP owners shift to self-management [8] Group 4: Yujian Xiaomian - Yujian Xiaomian has implemented a digital tracking system for supply chain management, achieving extensive channel penetration with nearly 4 million terminal points across the country [9][10] - The company has adopted a pricing strategy to increase volume, resulting in a decrease in average customer spending from 36.1 yuan in 2022 to 32.0 yuan in 2024, while maintaining a high table turnover rate [12] - Yujian Xiaomian's rapid expansion has raised concerns about maintaining brand quality and customer satisfaction amidst competitive pressures [12] Group 5: Liuliu Guoyuan - Liuliu Guoyuan has focused on a single product strategy, achieving a revenue compound annual growth rate of 17% from 2022 to 2024, with projected revenues of 16.16 billion yuan in 2024 [16] - The company has faced challenges due to changing consumer preferences and increased competition, leading to a decline in profit margins [16] - Liuliu Guoyuan's reliance on a single product category has raised concerns about sustainability and adaptability in a rapidly evolving market [20] Group 6: Three Squirrels - Three Squirrels, founded in 2012, has experienced revenue declines from 97.94 billion in 2020 to 71.15 billion in 2023, but is projected to rebound to 106.22 billion in 2024 [18][19] - The company has shifted its strategy to focus on high-end products and full-category offerings, but faces challenges from changing consumer loyalty and preferences [19] - Three Squirrels must enhance its offline presence and brand loyalty programs to combat market fatigue and price wars [19] Group 7: Bersi - Bersi, established in 2012, has rapidly grown to become one of the top domestic outdoor brands, with projected revenues of 17.66 billion in 2024 and a market share of 5.2% [23] - The company faces risks due to its high reliance on online channels, which could be impacted by changes in platform rules and competition [23] - Bersi's growth strategy should focus on brand evolution and user loyalty while optimizing supply chain digitalization [23] Group 8: Sailis - Sailis has transformed from a traditional auto parts manufacturer to a leading player in the new energy vehicle market, with revenues projected to reach 1451.76 billion in 2024, a 305% increase [26] - The company has faced challenges such as declining brand loyalty among consumers and increased competition in the price war within the new energy sector [26] - Sailis must adapt its market entry strategies and consider local production to mitigate risks from global regulatory changes [26] Group 9: Mingming Hen Mang - Mingming Hen Mang has rapidly expanded its presence in the county market, with 14,394 stores and a GMV of 555 billion by 2024 [29] - The company has seen significant revenue growth from 42.86 billion in 2022 to 393.44 billion in 2024, but faces challenges in maintaining profitability and strategic adaptability [29] - The evolving market landscape necessitates a focus on health-oriented products and effective brand management to sustain competitive advantages [29]

这是半佛仙人的第1792篇原创 1 前两天我妈突然给我打电话，说让我给她买点奶粉。 我脑子当场上演一出八点档苦情戏戏码——骨质疏松的老母亲独自垂泪，却怕子女担心不 敢明说的子欲养而亲不待的戏码。 我的愧疚还没来得及张嘴，我妈就给我来了一句【给我买那个跟央视做广场舞盛典的那个 蒙牛悠瑞的什么骨力奶粉，多买几罐，隔壁李婶张姨都等着看，我要让她们眼珠子都瞪出 来】。 刚放下电话，我姨妈和姑妈又分别打了过来，也要这个，快点整，非常急。 于是气氛，变得悬疑了起来。 不是，这到底是什么东西？ 一罐奶粉怎么就俘虏一众老ba by？ 不就是个奶粉吗？平时他们也没少喝奶啊。 再然后，我发现自己还是保守了，这奶粉最近流行度过于离奇，已经成了身边中老年广场 舞爱好者的社交货币，其流行程度直追糖豆APP。 不对，这俩都不是竞争关系，而是一起搞事儿了。 我搜了搜这个广场舞盛典，目前刚开启报名，估计各地中老年人都已经盯上这个了。 2 为什么这个奶粉的魅力让人无法阻挡？ 这就涉及到了一个本源问题。 人活着，活的是什么？ 你年轻时，答案会有很多。 但当你到一定年纪了，你就会意识到，什么都是虚的。 人，就活一口气。 第一眼，我笑了，不就广场舞 ...