（原标题：2025新消费大会：寻找新增量，从"中国消费"到"消费中国"） 21世纪经济报道记者 易佳颖 12月17日，大消费行业"年度风向标"级别的会议——21世纪经济报道"新消费大会"于上海落地，汇聚了 来自众多消费品牌、知名投资机构和券商，以及平台等各领域上百名嘉宾。 过去一年见证了消费行业的激烈竞争，也看到坚持长期主义的品牌的不断成长。本届大会以"跨界增长 融合创新"为主题，从行业趋势、商业模式、产品与服务以及增长逻辑等方面，共同探讨品牌的快速成 长、创新与破圈的策略，为行业壮大新型消费提供清晰的行业洞察和判断。 消费向新 IP潮经济也带动Z世代年轻人的消费力。"当前消费市场正在经历深刻的需求重构。"百联挚高创始合伙 人、CEO高洪庆发表主旨演讲时表示，研究任何消费现象的起点与终点，都应回归对消费者本身的洞 察。近期市场关注两个关键信号：一是高端白酒代表茅台的价格出现显著回落，其投资与囤货逻辑受到 质疑；二是"老登"这一网络流行语所反映的代际认知变化。这两者共同指向一个核心趋势：Z世代 （1995年至2009年出生人群）已成为消费主力，他们的价值观正重塑市场规则。 消费者的主体性在方方面面都得以体现。" ...

Core Insights - The spicy snack industry in Hunan, particularly in Pingjiang County, is thriving, with over 100 companies and an annual output value exceeding 20 billion yuan, accounting for one-third of the national market [1] - The retail sales of spicy snacks in China are projected to grow at an annual rate of 9.6%, reaching 273.7 billion yuan by 2026, driven by marketing innovations and health trends [1] - The emergence of social media challenges, such as "spicy eating challenges," has significantly boosted brand visibility and sales, exemplified by the brand "缺牙齿" which saw a monthly sales increase from 1,000 to 20,000 units after a viral video [1] Industry Developments - The online revenue share for brands has increased from 20% to 40%, with a nearly 60% repurchase rate, indicating a shift in consumer behavior towards online shopping [2] - The popularity of low-fat, low-calorie konjac products is rising, with over 50 competitors in the market; however, some brands like 南江桥 are focusing on niche markets such as dried konjac to avoid direct competition [2] - 南江桥's sales of dried konjac reached over 10 million yuan in December 2023, marking its entry into the "billion club" within its first full year of operation [2] Infrastructure and Production - The 麻辣王子辣条产业园 in Pingjiang is one of the largest and most automated production bases in the spicy snack industry, with an expected annual output value of 3 billion yuan, potentially reaching 9 billion yuan upon full completion [3] - The local government is promoting the leisure food industry as a leading sector, aiming to establish Pingjiang as the "capital of spicy snacks" in China, focusing on high-quality development and breaking away from homogeneous competition [3] Market Collaboration - The collaboration between retail channels like "零食很忙" and spicy snack brands is evolving into a tightly integrated "production and sales community," allowing for customized products and shared sales data to quickly respond to consumer trends [4]

更为关键的是，冰淇淋业务的重资产属性成为拖累。2024年，该板块资本支出占集团总开支的22%，远 超其营收占比。 百年业务"单飞" 联合利华甩掉重资产包袱 梦龙冰淇淋公司的独立上市，是消费品巨头联合利华近年来最重要的战略调整之一。这一拆分酝酿近两 年时间，最终在2025年12月完成。 根据联合利华2024年3月宣布的"瘦身计划"，冰淇淋业务因与集团主业协同性不足而被剥离。这项业务 虽然贡献了联合利华13%的营收，但其利润率较集团整体水平低400至500个基点。 彼得·特库尔夫曾明确表示："一个独立的业务，将拥有制定自己战略的自由。"此次上市正是这种战略 自由的开端。 分拆完成后，联合利华将保留梦龙公司约19.9%的股份，期限最长为5年。这一持股安排为双方在供应 链、研发等领域的持续合作预留了空间。 这家从联合利华分拆出的公司，2024年全球市场份额高达21%，拥有包括梦龙、和路雪、可爱多在内的 五大全球畅销冰淇淋品牌。 梦龙CEO彼得·特库尔夫表示："现在，作为一家独立的上市公司，我们将比以往任何时候都更加敏捷、 专注和雄心勃勃。" 2025年12月8日，全球最大冰淇淋公司——梦龙冰淇淋公司在阿姆斯特丹、伦敦 ...

Core Viewpoint - The recent Central Economic Work Conference emphasizes the need for financial institutions to enhance support for expanding domestic demand, leading to the issuance of a notification aimed at boosting consumption through 11 policy measures [1][3]. Group 1: Policy Measures - The notification outlines 11 policy measures focusing on key areas such as commodity consumption, service consumption, new consumption types, consumption scenarios, and consumer assistance [1][3]. - It encourages local business departments to collaborate with financial management departments to establish effective coordination mechanisms to address challenges in implementing financial support for consumption [3][7]. Group 2: Financial Support - The notification highlights the importance of enhancing financial services for durable goods and digital products, aiming to unlock the potential for upgrading commodity consumption [5]. - It proposes innovative financial products and services tailored to various service consumption sectors, including home services, hospitality, entertainment, education, tourism, and elder care [5][6]. Group 3: Consumption Scenarios and Assistance - The notification calls for the development of diverse consumption scenarios and assistance measures, including specialized loan products for rural e-commerce and county-level commercial improvements [6]. - It emphasizes the integration of financing, settlement, and insurance services to support the construction of international consumption centers and convenient living circles [6]. Group 4: Cooperation and Information Sharing - The notification encourages a collaborative approach among government, financial institutions, and enterprises to conduct diverse consumption promotion activities and share information effectively [7]. - It suggests establishing a regular "government-finance-enterprise" platform to facilitate information sharing and risk-sharing, addressing the issue of short-term credit withdrawal after promotional activities [7][8].

在健康消费风潮推动下，标榜天然、低糖、富含电解质的椰子水备受追捧。不过，椰子水产品一直没有相关标准，注水、加糖等乱象丛生，"9.9元/升椰子 水""玉米须椰子水"等产品随处可见。什么样的产品才是真正的"椰子水"？ 02 近日，《椰子水》团体标准发布。该标准旨在为椰子水品类建立清晰、科学与统一的规范，引导企业规范生产，帮助消费者明白选购，从而推动行业健康 可持续发展。 01 市场高速增长背后乱象丛生 据灼识咨询报告， 2024年中国"椰子水"行业规模已达11亿美元，过去5年复合年增长率高达61%，远超软饮料行业整体增速。欧睿咨询数据显示，当前中 国人均"椰子水"消费量仅为0.1升，显著低于美国（1.1升）和泰国（0.2升），市场仍具广阔成长空间。 中金证券发布的研报也显示，"椰子水"已成为软饮料中增速最快的细分赛道之一，在健康消费趋势与供给能力提升的双重推动下，行业具备持续增长潜 力。 然而，快速增长的背后，"劣币驱逐良币"的现象也开始出现。 中国热带农业科学院椰子研究所产业发展部主任邓福明介绍， 当前市场存在三大乱象：其一是掺水，此举"稀释了产品价值，构成了风味欺骗"； 其二是 加糖（特别是成本低廉的C4植物 ...

Core Insights - The article highlights the transformation of Yichang Yizhi Konjac Biotechnology Co., Ltd. from a local raw material processor to a leading player in the global health market, leveraging konjac as a high-value product across various sectors [1][4]. Group 1: Company Transformation - Yizhi Konjac was established by Chairman Wu Ping, who identified the health food trend and the potential of konjac, a local specialty, to drive business growth [2]. - The company faced significant challenges initially, including technological limitations and market recognition, which necessitated a focus on innovation and product upgrades [3]. - By developing sulfur-free konjac powder with a purity of over 90%, the company successfully entered high-end markets and established itself as a key supplier to major brands [3][4]. Group 2: Supply Chain and Production Innovations - To address supply chain issues, the company created a cooperative model with local farmers, improving production standards and increasing farmers' income from 800 yuan to 2000 yuan per acre [5][6]. - The introduction of hybrid konjac varieties significantly enhanced crop resilience and yield, leading to a doubling of average output per acre [6]. - The company has invested in smart production lines, increasing annual production capacity from 7,000 tons to 12,900 tons post-IPO [10]. Group 3: Market Expansion and Consumer Education - The company has shifted from merely manufacturing products to providing comprehensive solutions, enhancing its market presence and consumer understanding of konjac's health benefits [7]. - With the growing recognition of health trends, the company aims to integrate konjac into various food applications, aligning with national health strategies that promote dietary fiber intake [9]. Group 4: Financial Growth and Capital Utilization - Following its listing on the Beijing Stock Exchange in February 2023, the company raised 154 million yuan, which has been reinvested into production enhancements [10]. - The company's revenue is projected to reach 617 million yuan in 2024, marking a 28.76% increase, with the konjac food segment growing by 63.22% [10]. Group 5: Future Prospects and Research Initiatives - The company is actively exploring new applications for konjac in health and wellness, including functional meal replacements, supported by scientific research collaborations [12]. - Ongoing investments in R&D and production capacity are expected to position the company as a leader in the expanding konjac market, which is projected to reach a scale of billions [12].

最近，两份重量级报告接连出炉，像拼图一样，为我们更好地理解即时零售提供了系统而互补的视角： 一份是商务部国际贸易经济合作研究院和美团闪购联合发布的《即时零售行业发展报告2025》,它像一份"战略地图"，重点梳理了生态如何构建、经济价 值如何释放，并给出了政策层面的思考。 另一份是第一财经商业数据中心（CBNData）与淘宝闪购共同推出的《2025即时零售场景消费新图鉴》，它则像一把"显微镜"，聚焦于具体的消费场景、 用户行为的细微变化，以及那些正在发生的营销创新，更具场景穿透力。 这两份报告，一个重"道"，讲方向与框架；一个精"术"，看落地与触动。一横一纵，共同描绘出即时零售正从追求规模的"快跑"，转向深耕生态的"慢 行"。结合这两份互补的视角，我们一起来看看，里面有哪些具体的新启发。 即时零售全景扫描 1、规模与增速：一条高速增长的万亿赛道 两份报告在一个关键判断上高度一致：即时零售已成为我国零售业增长的新动能。2024年我国即时零售规模达7810亿元，同比增长20.15%，2025年预计 达到9714亿元。比同期全国网络零售增速高出12.95个百分点，比同期社会消费品零售总额增速高出16.65个百分点，目 ...

Core Viewpoint - The joint notification from the Ministry of Commerce, the People's Bank of China, and the Financial Regulatory Bureau aims to strengthen collaboration between commerce and finance to boost and expand consumption in China [1][2]. Group 1: Policy Measures - The notification outlines 11 policy measures across three main areas, encouraging the synergy of government, finance, and enterprises to promote consumption through diverse activities and information sharing [1][2]. - Local commerce departments are encouraged to utilize existing funding channels to conduct consumption promotion activities, enhancing the effectiveness of financial support [2]. - The notification emphasizes the importance of financial institutions in supporting key consumption areas, including health, culture, and new consumption fields like digital and green consumption [2][3]. Group 2: New Consumption Development - The notification promotes the development of new consumption models, focusing on risk control and commercial sustainability, and encourages financial support for emerging sectors such as green and digital consumption [2][3]. - It highlights the role of digital RMB smart contracts and improved inbound payment convenience to empower cities with active consumption ecosystems [3]. Group 3: Upgrading Consumption - The notification calls for enhanced financial services for durable goods and digital products, aiming to meet consumer demand for upgrades [4]. - Financial institutions are encouraged to collaborate with platforms and key merchants to improve payment services, including installment plans and digital RMB [4]. - Policies supporting trade integration and cross-border supply chain financing are emphasized to facilitate the entry of quality foreign products into the domestic market [4]. Group 4: Economic Context - The notification is part of broader macroeconomic policies aimed at stabilizing the economy and promoting domestic demand, with recent indicators showing positive trends in consumer prices and production [5]. - The Ministry of Commerce plans to work with financial authorities to ensure the effective implementation of these measures, contributing to a strong start for the 14th Five-Year Plan [5].

央视网消息：12月15日，国务院新闻办公室举行新闻发布会，国家统计局相关负责人介绍，今年11月 份，工业生产稳定增长，装备制造业和高技术制造业增长较快。 国家统计局新闻发言人付凌晖介绍，1—11月份，全国规模以上工业增加值同比增长6.0%。11月份，分 三大门类看，采矿业增加值同比增长6.3%，制造业增长4.6%，电力、热力、燃气及水生产和供应业增 长4.3%。装备制造业增加值同比增长7.7%，高技术制造业增加值增长8.4%，分别快于全部规模以上工 业增加值2.9和3.6个百分点。 国家统计局：11月全国服务业生产指数同比增4.2% 发布会上，国家统计局新闻发言人介绍，今年11月份，服务业平稳增长，现代服务业发展向好。 国家统计局：前11个月社会消费品零售总额同比增长4% 今年以来，提振消费专项行动深入实施，消费品以旧换新政策发力显效，促进了消费规模扩大，消费结 构升级、消费动能焕新，带动了消费潜能释放。 付凌晖介绍，1—11月份，社会消费品零售总额同比增长4%，增速不仅快于上年同期，也快于上年全 年。1—11月份，服务零售额同比增长5.4%，增速比上月加快0.1个百分点，连续3个月回升，而且快于 商品零售额 ...

发布会上，国家统计局新闻发言人介绍，今年11月份，服务业平稳增长，现代服务业发展向好。 付凌晖介绍，11月份，全国服务业生产指数同比增长4.2%。1—11月份，全国服务业生产指数同比增长5.6%。1—10月份，规模以上服务 业企业营业收入同比增长7.6%。11月份，服务业商务活动指数为49.5%，服务业业务活动预期指数为55.9%。 付凌晖介绍，1—11月份，社会消费品零售总额同比增长4%，增速不仅快于上年同期，也快于上年全年。1—11月份，服务零售额同比增 长5.4%，增速比上月加快0.1个百分点，连续3个月回升，而且快于商品零售额增速，文体休闲服务类零售额保持两位数增长。1—11月份，实 物商品网上零售额同比增长5.7%，增速快于社会消费品零售总额1.7个百分点，占社会消费零售总额的比重达到25.9%。数字消费、绿色消费、 健康消费日益成为消费新热点，对消费的引领和支撑作用日益显现。 央视网消息：12月15日，国务院新闻办公室举行新闻发布会，国家统计局相关负责人介绍，今年11月份，工业生产稳定增长，装备制造业 和高技术制造业增长较快。 国家统计局：前11个月社会消费品零售总额同比增长4% 国家统计局新闻发 ...