Core Viewpoint - The article discusses the resurgence of new consumption in the market, emphasizing its distinct characteristics compared to traditional consumption and predicting a long-term trend lasting up to twenty years [4][5]. Group 1: Characteristics of True New Consumption - The article identifies three core characteristics that differentiate true new consumption from traditional consumption, which are essential for capital re-evaluation in the future [6]. - The first characteristic is "emotional brand power," which is linked to five levels of positive energy that drive human behavior [8]. - The second characteristic involves creating a sense of intellectual pleasure through competition, allowing users to feel a sense of achievement [10]. - The third characteristic focuses on creating a sense of scarcity and uniqueness, making users feel special and favored by the brand [12]. Group 2: Emotional Brand Power Levels - Level one involves instant gratification through low-cost products that provide quick emotional relief, such as bubble tea and soft drinks [9]. - Level two emphasizes a competitive mechanism that gives users a sense of control and achievement through participation [10]. - Level three revolves around creating a sense of exclusivity and being favored by the brand, often through limited editions and hidden variants [12]. - Level four highlights the importance of physical presence and collective emotional resonance in experiences like concerts and social events [18]. - Level five represents the ultimate emotional connection where users feel deeply understood and recognized by the brand, akin to a religious experience [20]. Group 3: Brand Personality and IP - True new consumption brands must embody a living personality rather than a cold logo, as consumers are more inclined to connect with real stories and values [23][25]. - The article discusses the importance of founder IP, where the founder's authentic self is crucial for brand connection, moving beyond mere performance [31][33]. - It outlines a formula for founder IP, emphasizing the need for alignment between the founder's personality and the brand's values [36]. Group 4: User Sovereignty and Brand Development - The article highlights the need for brands to empower consumers by returning choice and autonomy to them, moving away from traditional media dominance [40][42]. - It suggests that true new consumption brands should facilitate consumer participation in product development and decision-making processes [43][46]. - The article concludes that successful new consumption brands must possess three core assets: user trust and relationships, brand IP, and emotional brand assets [47].