近日，财政部会同商务部联合印发《关于开展消费新业态新模式新场景试点工作的通知》（以下简称 《通知》）。 《通知》明确，支持老字号企业、新消费品牌企业依托本地优质消费资源，开设新店、旗舰店，开发推 出"老牌新品""国货潮品"。引导相关企业加快转型升级，培育一批新型消费龙头企业。 北京师范大学教授、一带一路学院研究员万喆在接受《每日经济新闻》记者电话采访时表示，这有利于 提升产业生态创新活力，同时还可以催生新业态与就业机会。 《通知》明确，中央财政对试点城市给予资金补助。实施期内，超大特大城市每个城市合计补助4亿 元，大城市每个城市合计补助3亿元，其他城市每个城市合计补助2亿元。补助资金分两批下达。试点启 动第一年先下达部分资金，剩余资金根据绩效评价情况下达。试点城市可按照市场化原则，对符合条件 的经营主体，按规定采取补助、奖励等方式予以支持。 万喆表示，《通知》中财政资金使用的具体要求，如剩余资金与绩效挂钩、分档补助机制、全流程监管 等，既有利于解决过往资金使用中的问题，也为试点工作有序推进提供制度保障。 财政部、商务部有关负责人表示，地方组织申报方面，申报城市要立足自身实际，分析在增加优质消费 供给、培育消费 ...

Core Viewpoint - The joint notice issued by the Ministry of Finance and the Ministry of Commerce aims to support new consumption models and scenarios, particularly focusing on traditional brands and new consumer brands, to enhance industry innovation and create new employment opportunities [1][2]. Group 1: Support for New Consumption Models - The notice encourages the establishment of new stores and flagship stores by leveraging local quality consumption resources, promoting "new products from old brands" and "national trendy products" [1]. - It aims to cultivate a batch of new consumption leading enterprises through the transformation and upgrading of related companies [1][2]. Group 2: Pilot Cities and Financial Support - Approximately 50 cities will be supported in the pilot program, with a focus on large and super-large cities with significant population and development potential. The policy will be implemented over two years [1][3]. - Central financial support will provide subsidies of 400 million yuan for each super-large city, 300 million yuan for large cities, and 200 million yuan for other cities, with funds distributed in two batches based on performance evaluations [3][4]. Group 3: Cross-Industry Collaboration - The notice promotes collaboration between quality consumption resources and well-known intellectual properties (IPs) to create immersive consumption spaces and develop a series of peripheral products [2]. - It emphasizes the importance of integrating local cultural characteristics with national trendy IPs and traditional resources to create innovative and socially engaging consumption scenarios [2]. Group 4: Evaluation and Accountability Mechanisms - The notice includes specific requirements for the use of financial resources, linking remaining funds to performance and establishing a tiered subsidy mechanism to ensure efficient use of funds [3][4]. - A competitive evaluation mechanism will be implemented to assess pilot city applications, focusing on both economic indicators and local governance capabilities to ensure compliance and safety in fund usage [4].

另外，财政部、商务部还发布了《关于开展国际化消费环境建设工作的通知》，其中提出，按照"购在中 国"工作总体安排，打造国际化消费环境，提升入境消费的便利性、舒适度。中央财政对试点城市给予资 金补助。实施期内，国际消费中心城市每个城市合计补助2亿元，其他城市每个城市合计补助1亿元。 财政部、商务部重磅发布 9月30日盘后消息，财政部、商务部近日发布《关于开展消费新业态新模式新场景试点工作的通知》（以下简 称《通知1》），其中提出，支持50个左右城市开展试点工作，主要向人口基数大、带动作用强、发展潜力好 的超大特大城市倾斜。政策实施期为两年。 关于支持范围，《通知1》明确，试点城市申报范围为地市级及以上城市（包括直辖市，计划单列市，各省、 自治区省会或首府城市，地级市、州、盟）。 国庆长假前夕，消费领域迎来利好政策。 今日（30日）盘后，据财政部消息，财政部、商务部近日发布《关于开展消费新业态新模式新场景试点 工作的通知》，其中提出，支持试点城市健全首发经济服务体系，创新多元化服务消费场景，提升消费品 质，扩大服务消费，推动更多外贸优品进入国内消费市场，培育消费新增长点。 关于政策支持方向，《通知1》提出，主要支持 ...

中秋将至，各酒店集团旗下多家星级酒店密集推出月饼礼盒，通过跨界联名、文化赋能与价格亲民化策 略争抢市场，着力提振非房收入。 为在中秋市场突出差异化，多家星级酒店将文化元素与产品深度融合。其中万豪旅享家御茶膳房联名款 「御飨青韵」礼盒采用水墨丹青设计，下层月饼做成醒狮、元宝等文化符号造型，融合乌龙奶茶、金柚 桂花等创意口味；万豪旅享家杏花楼联名款「花昭月棠」礼盒以海棠纹为灵感，内含咸蛋黄肉松、金桔 西班牙火腿等风味；万豪中餐厅定制款更由香港JW万豪酒店、南京景枫万豪酒店两位行政总厨联手打 造，推出姜汁莲蓉蛋黄、黑芝麻流心两款限定口味，将星级厨艺融入传统糕点。 除万豪外，北京王府井文华东方酒店携手国际高级珠宝品牌Qeelin麒麟，以标志性Wulu系列为灵感，推 出「玲珑麒韵·扇月福禄」中秋联名月饼礼盒，礼盒设计从Qeelin经典Wulu葫芦造型中汲取灵感，以"福 禄圆满"为意象，外形巧妙融合传统宝匣构造，二者致敬着中秋的传统文化。 此外，上海浦东丽思卡尔顿酒店与非遗品牌蔓楼兰合作的「云绘秋梦」礼盒，把海派旗袍的盘扣、刺绣 工艺呈现在包装上，深圳前海华侨城瑞吉酒店联袂艺术家李尤松，以《侨乡之梦》画作意象打造「八彩 ...

Core Viewpoint - Anker has launched a co-branded product with the popular Chinese game "Black Myth: Wukong," which has garnered significant attention from players, selling out nearly 10,000 units on the first day of release [1][3]. Product Features and Design - The co-branded products integrate the unique Eastern aesthetics of "Black Myth" with Anker's advanced technology and craftsmanship, featuring high-power fast charging, long battery life, and multi-device compatibility [3][4]. - The design process involved a year-long collaboration between Anker's product design team and the art team of "Black Myth," resulting in a product that meets high standards of craftsmanship and performance [4]. - The entire product line features a distinctive black and gold color scheme and classic elements from "Black Myth," with innovative applications of visual elements and materials [4][5]. Product Lineup - The product series includes the following items: - **Xinyuan Desktop Dock**: A 14-in-1 hub that supports multiple functions such as charging and data transfer, designed to enhance the user experience with high-definition display capabilities [7]. - **Lingguang Smart Charger**: A charger with a maximum power of 140W, capable of charging up to four devices simultaneously, inspired by the game's design [11]. - **Xiaoshanguo Charger**: A compact fast charger with a capacity of 45W, featuring AI temperature control and graphene cooling technology [12]. - **Ruyi Stick Power Bank**: A small power bank with a capacity of 20,000mAh, designed with elements from "Black Myth" [13]. - **Renxiaoyao Power Bank**: A versatile device combining a power bank, charger, and fast charging cable, with a capacity of 10,000mAh [14]. Industry Position and Future Outlook - Since its establishment in 2011, Anker has become the world's leading charging brand, selling products in over 140 countries and serving more than 200 million users [17]. - The collaboration with "Black Myth" reflects Anker's commitment to innovation and cultural integration, aiming to set new standards in the digital charging product market [15][17]. - Anker believes that Chinese manufacturing can lead globally through technological innovation while also promoting the rich cultural heritage of China [17].

Core Viewpoint - The collaboration between high-end liquor brands and mass consumer brands is creating a phenomenon in marketing, with companies like Moutai partnering with brands like Dove and Luckin Coffee to attract younger consumers and generate significant sales [1][2][5]. Group 1: Cross-Industry Collaborations - Moutai's collaboration with Dove resulted in the "Moutai Chocolate" selling out almost instantly upon release, showcasing the strong consumer interest in such partnerships [2][9]. - The "Sauce-flavored Latte" launched by Moutai and Luckin Coffee also saw remarkable success, with over 5.42 million cups sold on its first day, generating over 100 million yuan in sales [2][9]. - Other brands like Heytea and Pop Mart have also engaged in cross-industry collaborations, indicating a trend where brands seek to leverage each other's strengths to attract younger consumers [3][4]. Group 2: Marketing Strategies and Consumer Engagement - The current economic environment has led brands to adopt cross-industry collaborations as a cost-effective marketing strategy to gain visibility and attract new customers [6][7]. - Brands are increasingly focusing on enhancing their appeal to younger demographics through these collaborations, which serve as a shortcut to gaining attention and traffic [1][5]. - The trend of cross-industry partnerships is not limited to consumer goods but extends to sectors like automotive and technology, indicating a broader market shift [4][11]. Group 3: Future Trends in Cross-Industry Collaborations - Future collaborations are expected to involve more small and medium-sized enterprises, driven by technological advancements and the need for innovative market strategies [11]. - The depth of collaborations may increase, moving beyond product-level partnerships to include core business integrations and supply chain collaborations [11]. - Successful cross-industry collaborations will depend on the ability of brands to find common ground and effectively merge their identities and values [12].

Industry Growth and Market Performance - The beverage industry is experiencing positive growth, with total production nearing 190 million tons, a year-on-year increase of 7% [2] - Revenue growth is at 5%, and profits have increased by over 10%, outpacing the average growth rate of the food and beverage sector [2] - The packaged beverage market is steadily expanding, while the ready-to-drink tea and coffee segment is seeing a slowdown in growth but is still achieving positive results through a "milk tea + coffee" dual-drive strategy [2] Consumer Groups and Demand Characteristics - The primary consumer demographic is shifting towards younger generations, including those born in the 1990s, 2000s, and even 2010s, with three main consumption characteristics: strong willingness to try new flavors, emphasis on emotional value, and an upgrade in health demands [3] - Consumers in first- and second-tier cities show lower price sensitivity and prefer higher-priced products, while those in third- and fourth-tier cities focus on cost-effectiveness, leading to increased sales of large-capacity sugary teas [3] Social Hotspots and Content Ecology - Social media has become a key influence on beverage consumption decisions, with over 470 billion discussions on beverages on Weibo, and more than 5.2 billion interactions [4] - Four major social hotspots emerged throughout the year: health and wellness discussions, cross-industry collaborations, curiosity-driven flavor innovations, and emotional consumption trends [4][5][6] - Health and wellness topics, particularly around low-sugar and nutritious ingredients, saw a 345% increase in interaction [4] Future Trend Predictions - The industry is expected to continue four major trends into 2025: deepening emotional needs, refined health and wellness focus, diversification of IP collaborations, and the emergence of local specialty beverages [7] Brand Strategy Insights - Brands should enhance social media marketing by leveraging celebrity endorsements and creating emotional connections through contextual content [8] - Emphasizing health benefits and regional characteristics can help build differentiated brand recognition [8] - Brands need to adapt to the evolving social ecosystem by innovating content to capture the interests of younger consumers, transitioning from "functional consumption" to a multi-faceted approach that includes "emotion + health + social" elements [8]

Core Viewpoint - The collaboration between LEGO and Nike aims to merge sports and creativity, targeting children and addressing growth challenges faced by both companies in their respective markets [2][4][5]. Group 1: Collaboration Details - LEGO and Nike's global partnership will launch this summer, featuring immersive experiences and co-branded products to inspire children's enthusiasm for sports and creativity [2][4]. - The first co-branded product, the LEGO® Nike Dunk sneaker building set, is set to be released on July 1 [4]. - The collaboration includes not only product offerings but also global offline events and community interactions [4]. Group 2: Market Context - Both LEGO and Nike are experiencing growth anxieties due to increasing competition from new brands in their sectors, such as ANTA and Bubble Mart [2][5]. - The toy market is becoming increasingly competitive, with Bubble Mart's success in the "潮玩" (trendy toys) segment posing a challenge to traditional brands like LEGO [5][12]. - The Chinese pan-entertainment market is projected to reach nearly 2 trillion yuan by 2024, with a compound annual growth rate (CAGR) of approximately 14% [5]. Group 3: Consumer Trends - The number of adult LEGO buyers has increased by 65% since 2012, expanding LEGO's audience [5]. - The collaboration is seen as a strategy to attract new consumer groups by leveraging Nike's sports appeal and LEGO's family-oriented products [5][6]. - The emotional connection and shared community between brands are crucial for building future brand loyalty among children and teenagers [6]. Group 4: Financial Performance - LEGO reported record revenue and profit in 2024, with a 13% year-on-year increase to 74.3 billion Danish kroner (approximately 78.6 billion yuan) [12]. - Despite LEGO's success, competition remains fierce, with Bubble Mart's new building block brand also gaining traction in the market [12][13]. Group 5: Broader Industry Trends - The pet economy is emerging as a new growth avenue for sports brands, with Nike and Adidas launching pet-related products [10][11]. - The convergence of trendy toys, sports, and the pet economy reflects a new competitive landscape in the consumer market [11][13]. - Traditional brands are redefining their growth strategies through cross-industry collaborations, emphasizing emotional connections and category integration [13].

Group 1 - The collaboration between Zhou Dasheng and Mixue Ice City has gained popularity among young consumers, particularly with the launch of the "Couple Certificate" and other lightweight gold products [1][3] - The "Couple Certificate" is a limited edition gold note that includes the holder's information and is issued in collaboration with Mixue Ice City, with only 2,000 pieces available [1][3] - Zhou Dasheng's lightweight gold products, such as the 0.1g gold stickers and gold notes, are priced affordably, appealing to the trend of "small but beautiful" consumption among young consumers [3][5] Group 2 - The pricing of Zhou Dasheng's products, such as the 0.65g gold jewelry priced at over 900 yuan, is lower compared to other gold brand collaborations, leading to increased consumer interest and even stock shortages [5] - The partnership aligns with Zhou Dasheng's brand philosophy of "Born for Love," which resonates with the romantic theme of the 520 festival, enhancing emotional connections with consumers [5] - The collaboration targets the Z generation, showcasing Zhou Dasheng's efforts to modernize its brand image and appeal to younger audiences [5]

Group 1 - The core perspective of the article emphasizes the importance of creativity in solving problems within the advertising industry, as highlighted by the experiences of Guo Jun, a seasoned creative director [1][8] - The Cannes Young Lions competition is seen as a vital platform for young creatives under 30 to challenge themselves and showcase their talents on an international stage, reflecting the evolving standards of creativity in China [2][3] - The competition has evolved over the years, now allowing more participants from various categories, which indicates a growing recognition of Chinese creative talent [2] Group 2 - Current trends in the advertising industry include the integration of AI and cross-industry collaborations, as evidenced by entries that utilize AI to address social issues like Alzheimer's disease and promote agricultural initiatives [3] - The industry is experiencing a shift where brands are increasingly collaborating to create mutually beneficial outcomes, driven by market competition [3] - For upcoming global competition participants, the ability to effectively communicate Chinese concepts to an international audience is crucial, necessitating strong storytelling skills [4] Group 3 - For those who did not win, the experience gained from participation is invaluable, and maintaining passion for advertising creativity is essential for future opportunities [5][6] - The advertising industry continuously faces challenges, but creativity is fundamentally about finding solutions to these challenges, encouraging professionals to confront difficulties with courage [8]