Core Viewpoint - The article discusses the rise of Henan brands in China's new consumption market, highlighting their shift from being perceived as "local" to becoming influential players alongside established brands from Hunan [3][4][15]. Group 1: Market Dynamics - In 2013, Hunan brands like Wenheyou and Chayan Yuese gained prominence in the new consumption sector, while Henan brands were still developing [5][6]. - Over the years, Hunan brands expanded aggressively but faced challenges, with Wenheyou and others experiencing significant setbacks in recent times [8][9][11]. - In contrast, Henan brands like Mixue Ice City and Banou Hotpot have shown remarkable growth, with Mixue expanding to 46,479 stores globally by the end of 2024, becoming a leader in the tea beverage market [11][13]. Group 2: Brand Resilience - Banou Hotpot's revenue reached 2.307 billion yuan in 2024, with a net profit of 123 million yuan, marking a 74.7% increase in store count from 2021 [13]. - The retail brand Pang Dong Lai achieved nearly 17 billion yuan in sales in 2024, emphasizing employee welfare and customer service [14]. - The shift in consumer preferences towards value and quality has allowed Henan brands to thrive, contrasting with the struggles of Hunan brands that relied heavily on marketing and trends [34][37]. Group 3: Operational Philosophy - Henan brands have historically been cautious with external financing, focusing on internal growth and product quality, which has contributed to their recent success [17][19][24]. - The emphasis on product quality over marketing gimmicks has allowed brands like Mixue and Banou to build strong customer loyalty and market presence [40][43]. - The article suggests that the current market environment favors brands that prioritize genuine value and product integrity over fleeting trends [52].