Core Insights - The conference "New Consumption Conference" held in Shanghai focused on "cross-border growth and innovative integration" in the consumer industry, highlighting the evolving characteristics of the Chinese consumer market, which has undergone phases of "revenge spending, rational return, and structural differentiation" over the past three years [1][3]. Group 1: Market Trends - The current consumer market is increasingly characterized by stratification, personalization, and scenario-based consumption, necessitating precise market strategies to cater to diverse consumer needs [3]. - The "silver economy" is emerging as a significant consumer group, driven by the aging population, with growing market potential in areas such as elder care and entertainment services for younger seniors [3]. Group 2: Consumer Behavior - Youth consumers are becoming more rational in their spending, often comparing prices and seeking value for money, while also showing a rising demand for emotional value in their purchases [3]. - Instant consumption needs among young consumers are increasing, with a willingness to pay for time-saving and efficiency-enhancing products [3]. Group 3: Brand Strategies - Brands must provide more choices to meet the growing personalized demands of consumers, as highlighted by Adidas' approach to catering to different consumer segments with specific product lines [4][5]. - The importance of social media in e-commerce is emphasized, with brands needing to create a content pyramid for effective communication and conversion strategies [6]. Group 4: Celebrity and IP Utilization - Utilizing celebrity IP can enhance brand value by linking emotional value to products, allowing consumers to connect with brands through familiar figures [7]. - Successful brand collaborations require careful selection of partners and alignment of marketing goals to effectively engage target audiences [11]. Group 5: Innovative Marketing Approaches - The integration of online and offline experiences is crucial for driving consumer engagement, as demonstrated by Adidas' flagship store initiatives that attract consumers through unique events [8][9]. - Brands can leverage user-generated content and social media to create a closed-loop system of "communication-consumption-communication," enhancing brand visibility and consumer interaction [9]. Group 6: Future Collaborations - Adidas plans to deepen collaborations with diverse designers to infuse fresh ideas into their product lines, aiming to resonate with younger consumers and express cultural confidence [10]. - The essence of collaboration is to break boundaries and increase user engagement, ensuring that brand and celebrity styles align to avoid alienating audiences [11].

Core Insights - The conference focused on "cross-border growth and integrated innovation" in the consumer market, highlighting the importance of collaboration among platforms, brands, and IPs to explore new market opportunities [1] Differentiated Operations - The current consumer market is increasingly characterized by stratification and personalization, necessitating precise market strategies to cater to diverse consumer needs [2] - The "14th Five-Year Plan" emphasizes leveraging new demand to drive new supply, with the youth demographic being the most active in this supply-demand cycle [2] - Youth consumer characteristics include rational spending, a growing demand for emotional value, and an increasing preference for instant consumption [2] - The "silver economy" is emerging as a significant consumer group, driven by the aging population and their diverse needs [2] Scene-based Consumption - The integration of online and offline experiences is enriching product forms and marketing strategies, with brands needing to create engaging consumer experiences [6] - Adidas has successfully utilized flagship stores to create trendy consumer hotspots, enhancing brand visibility and driving foot traffic through social media engagement [6] - The importance of creating a closed loop between content distribution and product sales is emphasized, with consumers acting as content nodes [7] Precise Linkage for Breaking Barriers - Successful brand collaborations require careful selection of partners and strategies aligned with specific marketing goals [8] - Dazhong Dianping leverages its platform's network effects to create synergies between products, scenes, and brands [8] - Adidas plans to deepen collaborations with diverse designers to infuse modern interpretations of Chinese cultural elements into its products [8] - The essence of collaboration is to enhance user engagement and attract new customers, ensuring alignment in style and messaging between brands and their partners [9]

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，并揭晓了"2025新消费大会"的"年度品牌"案例及"行业首 创"案例，为行业壮大新型消费提供清晰的行业洞察和判断。 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，会议汇 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。 ...

Group 1 - In 2025, consumption is a key driver of global economic growth, undergoing significant transformation with a focus on boosting domestic demand and expanding service consumption [1] - The market is witnessing intense competition in offline retail, with brands that adhere to long-term strategies thriving while those chasing immediate growth struggle [1] - Customized and experiential consumption is gaining popularity, with a shift towards value-for-money and quality consumption trends [1] Group 2 - The "2025 New Consumption Conference" will focus on "Cross-Border Growth and Integrated Innovation," bringing together representatives from various consumer brands and investment institutions to discuss industry trends and growth strategies [2] - The conference will evaluate consumer industry enterprises based on five dimensions: market competitiveness, product growth potential, model competitiveness, brand influence, and capital attention [2] Group 3 - Various award categories will be established, including "Annual Brand Case," "Growth Enterprise Case," "Outstanding Service Enterprise Case," "Industry Innovation Case," "Value Investment Institution Case," and "Consumption Technology Case" [4] - The application period for the 2025 Consumption New Forces cases is from October 28 to November 30, with results announced on December 7 [4][5]