编者按：消费者的信任与喜爱，是面向大众的消费企业最宝贵的市场资源。近年来，随着消费品牌与公司经营全流程环节的绑定程度不断加深，每一次消 费产品舆情的出现、演变和定调，既考验其品牌长期建设和应急策略的有效性，也反映了其整体企业文化与运作机制中的特征。 南方财经全媒体 ·21 世纪经济报道消费新闻部长期关注消费类企业的舆情动态，在跟进新闻动态、传递有效信息和反映消费者诉求的基础上，希望以每一 次典型舆情案例的出现和应对为切口，观察企业在面对突发性公共事件和舆论环境变化时的处理过程，从而以更全面的视角看待企业在品牌、市场运营管 理中的得失，从而为行业做出预警和警示。 为此，南财 ·21 消费新闻部综合企业在舆情预警与回应中涉及的公开操作维度，形成量化评分机制 —— 具体而言，包含舆情管理及响应、舆情回应、事件 处理、品牌影响四个一级指标和预防机制、回应直接度、信息透明度、处理长效性等 14 个二级指标，按照百分制根据重要性对不同指标赋值并打分，并以 《消费舆警指数》对企业的应对速度、态度与有效度进行分析评价，为企业品牌管理与消费者的品牌认知提供参考。 21世纪经济报道记者 易佳颖 上海报道 一、舆情事件：华莱士炸鸡 ...

注：本文由格隆汇和网易号联合共创 在国际环境的频繁变动下， "促内需"已经成为很长一段时间以来，国内经济的主旋律。 图源： 图虫创意 在零售商超中，传统商超大卖场渠道下滑 11.4%，已经是连续第四年下滑，2024年全国样本超市中关店数量达994家。 量贩零食店却在此时杀成一片红海。仅 2024年一年，万辰集团旗下好想来开店就接近一万家。 对比最为明显的，是作为传统消费的代表之一，高端白酒价格接连下跌，白酒行业集体遭遇库存压力 ——飞天茅台批发价格下探至2000元/ 瓶，茅台1935出现严重价格倒挂。 从以旧换新国家补贴，到各类大额消费券，无一不展露出， "消费"，在当今社会中的重要地位。 目前，我国居民消费在 GDP中的比重不足40%，对比美国的70%和日本的60%占比，仍有巨大提升空间。 但在近两年，我国的消费市场中却出现了显著的冷热不均。 一边，传统消费普遍持续下行，陷入低迷。另一边， "新消费"却连连创下纪录，刷新人们的认知。 在餐饮行业中，经典的餐饮品类节节败退，湊湊火锅 2024年一年关店73家，亏损超3.5亿元，呷哺集团去年亏损近4亿。 新茶饮却 "登堂入室"——今年蜜雪冰城门店已经超过4.6万 ...

Core Viewpoint - The article discusses the shift in consumer behavior in China, highlighting the rise of "new consumption" and its contrast with traditional consumption, emphasizing the importance of emotional value in purchasing decisions [1][2][4][30]. Group 1: Current Consumption Landscape - Domestic consumption in China accounts for less than 40% of GDP, compared to 70% in the US and 60% in Japan, indicating significant growth potential [3]. - There is a notable disparity in the consumption market, with traditional sectors declining while new consumption categories are thriving [4][5]. - Traditional dining categories are struggling, with brands like 湊湊火锅 closing 73 stores and incurring losses exceeding 3.5 billion yuan, while new tea beverage brands like 蜜雪冰城 are rapidly expanding [6]. Group 2: Traditional vs. New Consumption - Traditional consumption focuses on essential daily needs, while new consumption shifts towards "self-pleasing" demands [21][22]. - The rise of "emotional consumption" is evident, with over 40% of young consumers prioritizing emotional value in their purchases [31]. - The concept of new consumption encompasses various sectors, including snack retail and new tea beverages, reflecting a broader trend towards personalized and emotional purchasing [34]. Group 3: Market Trends and Future Outlook - The article notes that new consumption trends are not merely a passing fad but are rooted in changing consumer environments and behaviors [54]. - Despite the current enthusiasm for new consumption, many companies are experiencing stock price corrections, indicating potential overvaluation [52][53]. - Long-term prospects for sectors like pet economy and new consumer electronics appear promising, with emerging trends suggesting continued growth [55][56].

Core Insights - The beverage industry is experiencing intensified homogenization, with a shift towards health-oriented products targeting the younger demographic's "light health" needs, moving from mere taste to a focus on health-centric ingredients like vegetables and fruits [1][3] - Yihotang is strategically positioning itself in this trend with its "Super Plant Pro" initiative, launching new products like the carrot series in June after the successful rose vinegar series in May, and collaborating with the popular game IP "Carrot Defense" for a summer campaign [1][4][19] Industry Trends - The rise of "vegetable suitable circles" is evident as superfoods like kale and beetroot transition from the light food sector to the beverage scene, with competitors like Heytea and Shanghai Auntie also entering the functional beverage market [3][4] - The health wave is prompting brands to innovate with functional drinks, as seen with Yihotang's carrot-based products that emphasize low calories and high vitamin content [5][6] Product Development - Yihotang's new carrot series focuses on "natural fruits and vegetables, supplementing vitality VC," using a blend of carrot, orange, apple, and pear to achieve a balance of health and taste [5][6] - The carrot juice products feature unique flavor combinations, such as "Carrot Orange" and "Carrot Mango Coconut," enhancing the health experience by extending it to light food offerings [6] Marketing Strategy - The collaboration with "Carrot Defense" targets Gen Z's health anxieties and emotional needs, creating a campaign that resonates with their lifestyle challenges [11][17] - The promotional activities include interactive elements like limited-time offers and social media engagement, enhancing consumer participation and brand interaction [13][16] Strategic Positioning - Yihotang's strategic focus on health beverages has proven effective, with previous collaborations leading to significant market engagement and sales, such as over 780,000 cups sold from the rose series [17][19] - The brand's approach of "exploding single products to dominate categories" is evident in its expansion of the "Super Plant Pro" series, aiming to set new standards in healthy beverages this summer [19][20]

行 业 及 产 业 海外消费服务 行 业 研 究 / 行 业 点 评 2025 年 06 月 20 日 供需优化，行业增长韧性十足——教育行业 2025 年下半年投资策略 看好 ——海外消费周报（20250613-20250619） 本期投资提示： ⚫ 海外教育：供需优化，行业增长韧性十足——教育行业 2025 年下半年投资策略 青年人群职业技能培训市场迎来需求井喷，行业景气度持续提升。我们预计随着大学毕业生 以及高考落榜生逐年增长，每年进入劳动力市场的青年人群数量将持续增长，使得技能培训 市场景气度持续提升。由于高中阶段（普通高中和中职）招生数量持续增加，毕业生人数持 续提升，而同期大学扩招缓慢，导致高考落榜生即高中毕业进入劳动力市场的人群数量持续 增加。同时大学毕业生持续增长，青年人群（16 至 24 岁）失业率普遍高于城镇居民失业 率，青年人群就业困难带动职业技能培训需求井喷。我们预计 25 年技能培训市场规模 800 亿元，且渗透率仍只有 5%，因此成长空间可期。 高教办学投入拐点显现，经营效率提升可期。随着职教改革持续深入，办学质量提升成行业 主基调。近三年民办高教在监管收紧办学质量时期纷纷增加办学 ...

Core Insights - The article discusses the evolving trend of travel check-ins among young people, emphasizing a shift from traditional photo-taking to creative and immersive experiences that blend personal expression with cultural narratives [1][12][38] Group 1: Changing Travel Check-in Trends - Young travelers are redefining the concept of travel check-ins, moving from standardized scenic photos to creative cultural expressions [1][6] - A significant 63% of young people choose travel destinations based on films and literature, with many engaging in narrative recreations at these sites [12][14] - The phenomenon of "study-based check-ins" merges fictional narratives with historical contexts, allowing for a deeper emotional connection to travel locations [12][18] Group 2: Social Media's Role - Social media platforms serve as incubators for creative check-ins, facilitating user interaction and content sharing [19][23] - On Douyin, the hashtag 景点打卡 has garnered 82.8 billion views, indicating a massive engagement with travel-related content [23][29] - The algorithmic mechanisms of these platforms enhance creative expression, allowing users with lower follower counts to achieve viral success [29][31] Group 3: Brand Engagement and Marketing - Brands are recognizing the commercial potential of creative check-ins, engaging in content co-creation with young users [32][34] - For instance, Xu Zhou Amusement Park's campaign generated 370 million views, showcasing the effectiveness of integrating user-generated content with brand narratives [34][36] - Successful marketing strategies focus on providing participatory creative resources, aligning content with consumer experiences to shorten decision-making processes [36][38]

Core Insights - The launch of the TV drama "Chang'an's Lychee" has sparked a significant trend in lychee-flavored beverages, leading to a surge in sales across various tea brands [1][2][3] - The high demand for lychee drinks is attributed to both increased supply and the popularity of the drama, which has created a strong consumer interest [6][7] Sales Performance - Tea brand Cha Bai Dao reported that its new lychee products sold 50,000 cups within the first hour of launch, surpassing 100,000 cups by noon on the same day [1][3] - Luckin Coffee's lychee drinks also experienced rapid sales, with both new products selling out quickly, indicating a strong market response [3][6] Supply and Pricing Dynamics - This year, lychee production has increased by over 111% compared to last year, resulting in a drop in wholesale prices to 5 yuan per kilogram [6] - The availability of multiple lychee varieties has enhanced consumer choice, contributing to the trend of "lychee freedom" among consumers [6] Marketing and Consumer Engagement - The collaboration between Luckin Coffee and the TV drama has added emotional value to the products, making them more appealing to consumers [7][9] - The marketing strategy, including themed merchandise like the "turning horse" figurine, has resonated with consumers, creating a sense of connection to the drama [9][10]

Core Insights - The article discusses the rising trend of collaboration between beverage brands and popular IPs, particularly focusing on Luckin Coffee's recent partnership with the drama "Chang'an's Lychee" and its impact on sales and marketing strategies [1][5][9] Group 1: Collaboration Trends - Luckin Coffee has seen significant success with its IP collaborations, with the "Chang'an's Lychee" series selling out quickly upon release, indicating strong consumer demand [1][3] - The beverage industry has experienced a surge in collaborations, with Luckin Coffee participating in 25 collaborations in 2024, up from 15 in 2023, and other brands like Nayuki Tea and Heytea also engaging in numerous partnerships [3][4] - The overall tea and coffee industry has conducted over 200 collaborations in 2024, reflecting a trend where new product launches are often accompanied by partnerships with popular IPs [3][6] Group 2: Financial Implications - The costs associated with IP collaborations can be substantial, with IP licensing fees alone reaching tens of millions, contributing to increased marketing expenses for brands like Luckin Coffee, which reported a 63.4% year-on-year increase in sales and marketing costs in Q1 2024 [5][6] - Despite the high costs, successful collaborations can lead to significant revenue boosts, as seen with Luckin's "Sauce Fragrance Latte," which generated over 100 million in sales on its launch day [5][6] Group 3: Market Dynamics - The article highlights a potential shift in strategy from high-frequency collaborations ("volume") to more selective and quality-driven partnerships ("quality"), as brands seek to ensure sustainable engagement and customer loyalty [7][8] - There is a growing concern about the diminishing returns of frequent collaborations, with some consumers expressing indifference towards the partnerships, indicating a need for brands to enhance the overall purchasing experience [6][8]

潮玩、谷子 你可能从来没拥有过一只LABUBU，但你最近一定听说过它。 从社交平台上的晒娃狂欢，到热门款的"一BU难求"，这只丑萌丑萌的小玩偶，无疑是今年全球最火爆的潮玩消 费品之一，再次印证了"情绪消费"的无限潜力。 作为消费市场的主力军，今天的年轻人有独特的消费观念，情绪价值正在成为影响他们消费的重要因素。今 天，我们就来盘点一下那些让年轻人上头的产品，每一个都承载着取悦、满足自己以及对自我个性化表达的追 求。 为兴趣消费，为快乐买单 潮玩是以IP形象为核心，融合当下潮流元素设计的收藏级玩具，通过设计师的创意和潮流元素吸引消费者， 最受欢迎的玩法之一要数"盲盒"。 所谓"谷子"，源自英语单词"Goods"，主要指漫画、动画、游戏、小说等版权作品衍生出的周边产品，包括 徽章、卡片、挂件、立牌、摆件、手办等，其价值源于粉丝对原作的喜爱，购买"谷子"也被称为"吃谷"。 《中国潮玩与动漫产业发展报告 （2024） 》显示，中国潮玩产业的市场总价值从2015年的63亿元增长到 2023年的600亿元，足足翻了近十倍。预计市场总价值将在2026年达到1101亿元。 虽然不同潮玩IP形象有着各自不同的魅力和人格特征，但 ...

（文/夏峰琳，编辑/周远方） 过去几年，以蜜雪冰城、瑞幸等头部品牌为代表的茶饮和咖啡行业，如同打了兴奋剂一般，迅速扩张， 引爆了新一轮的消费热潮。对于嗅觉灵敏的加盟商来说，这无疑是一座充满诱惑的金矿。一杯杯奶茶， 一份份咖啡，似乎都化作了闪闪发光的财富密码。然而，随着年行业增速放缓、竞争白热化，以及头部 品牌战略调整，曾经被视为"印钞机"的茶咖加盟，如今已不再是稳赚不赔的买卖。茶咖加盟商的钱，真 的没那么好赚了。 从稳赚到苦战 "已经出事了！有加盟商投了700多万，最后只拿回几万块，账户里的钱根本提不出来。"据浙江电视台 《1818黄金眼》报道，浙江摩内咖啡（MONEI COFFEE）疑似爆雷，涉及500多名投资人，初步估算涉 案金额可能超过2亿元。 摩内咖啡背后藏着怎样的"商业迷局"不得而知，但这起事件或能折射出当下中国现制茶饮和咖啡市场的 真实生态，在庞大的中国市场，曾经"稳赚不赔"的加盟神话正在破灭，越来越多的经营者开始意识到 ——加盟生意，早已不是想象中那么容易赚钱的买卖了。 蜜雪冰城另一资深加盟商"琛哥在路上"前前后后投资了蜜雪冰城4家门店。即便加盟经验丰富如他，其 中也有1家门店因同行扎堆而倒闭， ...