福州、泉州、厦门 | 首页 > 信息发布 | | | | | | | | --- | --- | --- | --- | --- | --- | --- | | 首页 来源：服贸司 类型：原创 | 图片专辑 | 最新动态 | 政策法规 | 信息发布 | 地方动态 | 服务贸 | 近日 财政部、商务部对 消费新业态新模式新场景试点城市 竞争性评审结果进行公示 福建3城入选 分别是： | 唐山、保定、太原、呼和浩特、沈阳、长春、哈尔滨、 | | --- | | 南京、无锡、苏州、杭州、温州、金华、合肥、芜湖、福州、 | | 泉州、南昌、九江、济南、烟台、郑州、洛阳、武汉、襄阳、 | | 长沙、衡阳、广州、佛山、东莞、海口、成都、绵阳、南充、 | | 贵阳、昆明、拉萨、西安、兰州、西宁、银川。 | 《通知》明确以下支持方向： （一）支持健全首发经济服务体系。支持打造一批首发中心、首发经济集聚区，在重点商圈商街、创意园区、文化场所等打造 多层次的新品发布平台载体，集聚一批传播、传媒、广告、策划等专业服务机构。支持具有引领性的国内外品牌开设高能级首 店、旗舰店、概念店，并推动首店向总店、总部提升发展。支持时尚服饰、消费 ...

Core Insights - The article discusses the contrasting trends in the collaboration strategies of the tea and coffee industries in China, highlighting a significant decline in tea collaborations while coffee collaborations are thriving and expanding rapidly [4][6]. Group 1: Market Trends - In 2025, the number of new tea drink collaborations dropped from 149 in the same period of 2024 to 72, representing a decline of over 50% [7]. - Conversely, coffee brands increased their collaboration activities, with major brands initiating 92 collaborations from 2024 to July 2025, and Luckin Coffee leading with 24 collaborations in 24 months [7][9]. Group 2: Reasons for Coffee Collaboration Growth - The coffee market in China is growing at an annual rate exceeding 30%, indicating significant untapped potential. Collaborations serve as an effective means for coffee brands to reach new customers and enhance brand visibility [9]. - Coffee brands are targeting younger consumers, particularly the Z generation (ages 18-35), who are willing to pay a premium for limited edition products, with 35% of them participating in events specifically for exclusive merchandise [9]. Group 3: Evolution of Collaboration Strategies - The approach to collaborations has shifted from merely leveraging traffic to creating value through deep co-creation. This includes a focus on IP strategies that prioritize emotional connections and cultural relevance [10][18]. - Local IPs are gaining prominence, with over two-thirds of summer collaborations utilizing domestic IPs, reflecting a cultural shift among younger consumers who prefer content that resonates with their identity [11]. Group 4: Long-term Collaboration Models - The collaboration model has transitioned to long-term co-creation, reducing costs and enhancing emotional connections with consumers. For instance, Luckin Coffee's ongoing partnership with the "Red Mansion" ballet demonstrates this shift [18][21]. - Traditional models where IPs only provided image licensing have been replaced by deeper involvement in product development and marketing strategies, as seen in collaborations between brands like Blue Bottle Coffee and Marimekko [22].

南都讯 记者卢婉珊11月20日，财政部公示了消费新业态新模式新场景试点城市竞争性评审结果，广州、深圳、佛山、东莞4个地市入选。 今年9月，财政部 商务部发布了《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》），明确按照党中央、国务院关于 大力提振消费的决策部署，通过消费新业态新模式新场景试点工作，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，推动消费新业态不断涌现，提升消费活力，更好满足人民 群众多样化、差异化消费需求，为经济高质量发展提供有力支撑。 《通知》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。 《通知》明确，支持方向包括健全首发经济服务体系、创新多元化服务消费场景及优质消费资源与知名IP跨界联名。 其中，支持打造一批首发中心、首发经济集聚区，在重点商圈商街、创意园区、文化场所等打造多层次的新品发布平台载体，集聚一批传播、 传媒、广告、策划等专业服务机构。支持具有引领性的国内外品牌开设高能级首店、旗舰店、概念店，并推动首 ...

为释放消费潜力、扩大国内需求，财政部、商务部联合开展的消费新业态新模式新场景试点工作迎来关键进展。 11月20日，两部委正式公示50个拟入选试点城市名单，4个直辖市、5个计划单列市全部入选，其余41个城市覆盖全国主要省份。试点重点向人口基数大、带动作用 强、发展潜力好的超大特大城市倾斜，凸显示范引领效应。 （名单来源：财政部网站） 此次试点为期两年，中央财政将按城市规模给予最高4亿元/城的资金补助，从健全首发经济服务体系、创新多元化服务消费场景、支持优质消费资源与知名IP跨界 联名三大维度，为消费市场提质扩容。 中国消费经济学会副理事长、北京工商大学商业经济研究所所长洪涛告诉记者，对于企业而言，首店运营、IP开发、场景创新等领域将迎来政策红利窗口期；对于 消费者而言，未来两年在试点城市的消费选择将更丰富、体验更多元。 三重效应凸显拉动消费与就业双向赋能 分层补助+精准支持 聚焦供给侧创新 根据此前印发的《关于开展消费新业态新模式新场景试点工作的通知》，此次试点资金补助按城市体量分层实施：超大特大城市获合计4亿元补助，大城市3亿元， 其他城市2亿元，资金分两批下达，剩余资金将依据绩效评价结果拨付。 政策支持方向 ...

Core Insights - The ninth DMAA International Digital Marketing Awards and Performance Growth Forum was successfully held in Shanghai, focusing on the theme of "performance growth" and serving as a significant brand showcase and industry gathering [1][3] - The forum aimed to bring together industry professionals to discuss the rapid changes in the marketing landscape and the importance of continuous learning [5][6] - The event featured two roundtable discussions addressing key industry challenges, emphasizing the necessity of "brand effectiveness" as a core issue for all brands [7][12] Group 1: Event Overview - The forum was organized to reconnect industry professionals after the DMAA awards relocated to Guangzhou, highlighting the deep-rooted connection between DMAA and Shanghai [3][5] - The event was designed as a multi-dimensional platform for exchanging ideas, helping practitioners navigate the evolving marketing landscape [6] Group 2: Roundtable Discussions - The first roundtable focused on "breaking boundaries in performance and effectiveness," with experts discussing the challenges brands face in aligning product development with market trends [9][10] - Six God brand director shared insights on product innovation and marketing strategies that successfully engaged younger consumers, emphasizing the importance of maintaining brand identity while adapting to market demands [9][10] - The second roundtable addressed the "mental compounding curve of brand building," stressing the need for brands to break out of information silos and create quality content to engage diverse audiences [12][14] Group 3: Awards and Future Directions - The DMAA International Digital Marketing Awards aims to recognize outstanding cases that achieve a balance between brand value and business growth, with a focus on innovative marketing practices [7][15] - The awards will continue to emphasize "value growth" as a core theme, exploring new marketing scenarios and sustainable brand asset development [17][20] - The event concluded with an invitation for brands and agencies to submit their best marketing cases for the 2025 awards, aiming to define new heights in digital marketing [20]

Core Insights - The strategic partnership between Guyue Longshan and China Resources Beer aims to create a new category of products by combining yellow wine and beer, targeting modern social drinking preferences [1][2] Group 1: Partnership Details - The signing ceremony took place at China Resources Building in Beijing, marking the official collaboration between the two companies [1] - The partnership is exclusive, with Guyue Longshan being the sole collaborator for the "yellow wine + beer" crossover products, establishing a strategic alliance with market exclusivity [1] Group 2: Product Development - The collaboration will leverage the unique flavors and cultural heritage of Guyue Longshan's Shaoxing wine, creating innovative products that appeal to contemporary taste preferences and social contexts [2] - The joint products are set to launch this year, starting with pilot promotions in East China before expanding nationwide, aiming to build a comprehensive national operational system [2] Group 3: Market Strategy - The partnership intends to utilize the marketing network and operational experience of China Resources Beer to support the distribution of the new products, while Guyue Longshan's cultural depth will enhance brand value and differentiation in a competitive market [1] - The marketing strategy will focus on breaking the traditional image of yellow wine, targeting younger consumers through trendy marketing in various social settings like camping and music festivals [2]

Core Viewpoint - The Ministry of Finance and the Ministry of Commerce have jointly issued a notice to support new consumption models and pilot projects, aiming to enhance the innovation vitality of the industrial ecosystem and create new employment opportunities through the development of new stores and flagship stores by traditional brands and new consumption brands [1][2]. Group 1: Pilot Program Details - The notice supports around 50 cities, focusing on large and super-large cities with significant population and development potential, with a policy implementation period of two years [1]. - The pilot cities will receive financial subsidies, with super-large cities receiving a total of 400 million yuan, large cities 300 million yuan, and other cities 200 million yuan [3]. Group 2: Economic Service System - The notice emphasizes the establishment of a comprehensive economic service system, innovative diversified service consumption scenarios, and collaboration between quality consumption resources and well-known IPs [2][3]. Group 3: Cultural Integration and Consumer Experience - The initiative encourages the integration of traditional culture with modern consumption experiences, transforming static observation into immersive interaction, thereby enhancing cultural identity among younger demographics [2][4]. - The program aims to shift cultural consumption from fragmented experiences to a more integrated lifestyle approach, leveraging digital platforms for broader cultural dissemination [2][4]. Group 4: Funding and Performance Evaluation - The funding distribution will be linked to performance evaluations, ensuring that the remaining funds are allocated based on the effectiveness of the pilot projects [3][5]. - The evaluation system will consider both economic indicators and local governance capabilities, promoting long-term consumption upgrades beyond immediate financial inputs [4][5].

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].

Core Viewpoint - The article discusses recent favorable policies in the consumption sector, aimed at enhancing service consumption and creating new growth points in the economy through pilot programs in selected cities [1][2]. Group 1: Policy Announcements - The Ministry of Finance and the Ministry of Commerce have issued notifications to support new consumption formats, models, and scenarios, focusing on enhancing service quality and expanding service consumption [2][3]. - Approximately 50 cities will be selected for pilot programs, with a focus on large cities with significant population and development potential. The policy implementation period is set for two years [3]. Group 2: Support Directions - The first notification emphasizes three main areas for innovation: 1. Establishing a robust service system for new product launches, including the creation of launch centers and platforms in key commercial areas [4]. 2. Innovating diverse service consumption scenarios by integrating digital technologies like AI and the metaverse into various sectors such as entertainment and tourism [4]. 3. Supporting collaborations between quality consumption resources and well-known IPs to stimulate consumer potential through immersive shopping experiences [5]. Group 3: Financial Support - Central financial support for pilot cities includes funding of 4 billion yuan for super-large cities, 3 billion yuan for large cities, and 2 billion yuan for other cities, distributed in two batches based on performance evaluations [5][6]. - The second notification also provides financial assistance, with international consumption center cities receiving 2 billion yuan and other cities 1 billion yuan, following a similar funding distribution strategy [8]. Group 4: International Consumption Environment - The second notification aims to build an international consumption environment by enhancing high-quality consumption supply and creating international consumer-friendly business districts [9]. - It includes optimizing foreign payment services and improving the infrastructure for foreign currency exchange in key areas frequented by international visitors [9][10]. - The notification also emphasizes improving service levels in key locations by providing multilingual support and enhancing the overall experience for inbound tourists [10].

Core Insights - The hotel industry is actively launching mooncake gift boxes ahead of the Mid-Autumn Festival, utilizing cross-industry collaborations, cultural elements, and affordable pricing strategies to capture market share and boost non-room revenue [1][2]. Group 1: Product Innovation - Several luxury hotels are integrating cultural elements into their mooncake offerings, such as Marriott's "Yuxiang Qingyun" gift box featuring designs inspired by traditional Chinese art and unique flavors like Oolong milk tea and pomelo osmanthus [1]. - The Beijing Wangfujing Mandarin Oriental Hotel has partnered with the luxury jewelry brand Qeelin to create a mooncake gift box that reflects traditional cultural themes and craftsmanship [1]. - Other hotels, like the Shanghai Pudong Ritz-Carlton, are collaborating with heritage brands to incorporate local cultural motifs into their packaging, enhancing the overall product appeal [2]. Group 2: Pricing Strategies - In response to changing consumer preferences, luxury hotels are lowering their price points for mooncake gift boxes, with many offerings priced between 198 and 398 yuan, aligning with the trend towards affordability [2]. - The adjustment in pricing strategies is aimed at meeting consumer expectations for value while enhancing product quality through ingredient sourcing and cross-industry collaborations [2]. Group 3: Membership and Sales Strategies - Membership programs are becoming central to sales strategies, with Marriott offering exclusive rewards for members purchasing mooncake gift boxes through their online platform [2]. - Other hotel chains, such as Wanda and Hilton, are leveraging their loyalty programs to provide special pricing and benefits, fostering customer loyalty and encouraging repeat purchases [2].