Core Viewpoint - The article discusses the transformation of the new consumption market in China, highlighting how brands from Henan province, once considered "local" or "rural," are now emerging as significant players, overtaking previously dominant brands from Hunan province [3][5][18]. Group 1: Market Dynamics - The new consumption market is witnessing a shift in leadership, with Henan brands like Mxue Ice City and Banu Hotpot gaining prominence [5][16]. - Mxue Ice City has expanded to 46,479 stores globally by the end of 2024, becoming the largest tea drink brand in the world [15][16]. - Banu Hotpot's revenue reached 2.307 billion yuan in 2024, with a net profit of 123 million yuan, ranking third in the Chinese hotpot market [17]. Group 2: Historical Context - In 2013, Hunan brands like Wenheyou and Chayan Yuese began to dominate the new consumption market, while Henan brands were still developing [6][9]. - Over the years, Hunan brands faced challenges, with Wenheyou and others experiencing store closures and financial difficulties [11][12][15]. Group 3: Brand Strategies - Henan brands have focused on product quality and cost-effectiveness rather than aggressive marketing and external financing [20][24][40]. - Mxue Ice City and Banu Hotpot emphasize strong supply chain management and product integrity, which have contributed to their success [40][41]. - The article notes that the shift in consumer preferences towards value and quality has favored Henan brands over Hunan brands, which relied heavily on marketing [35][38]. Group 4: Consumer Behavior - The article highlights a return to rational consumption, where consumers prioritize product quality and value over marketing gimmicks [38][39]. - The changing consumer landscape has led to a decline in the fortunes of Hunan brands, which were previously successful due to their marketing strategies [39][40]. Group 5: Future Challenges - As Henan brands gain visibility, they face scrutiny and challenges related to maintaining product integrity and managing public perception [43][44]. - The ability to balance growth with a commitment to quality will be crucial for the sustained success of these emerging brands [44].

Core Viewpoint - The article highlights the rise of Henan brands in China's new consumption market, contrasting their growth with the struggles of Hunan brands, indicating a shift in consumer preferences towards value-driven products over flashy marketing [1][16]. Group 1: Market Dynamics - Henan brands like Banu Hotpot and Mixue Ice City are gaining prominence in the new consumption landscape, with Banu Hotpot preparing for an IPO and Mixue Ice City already achieving significant international expansion [1][5]. - In contrast, Hunan brands such as Wenheyou and Chayan Yuese are facing challenges, including store closures and financial difficulties, indicating a decline in their market position [2][16]. Group 2: Brand Performance - Mixue Ice City has expanded to 46,479 stores globally, becoming the largest tea beverage brand, with a market capitalization of approximately 200 billion HKD [5][12]. - Banu Hotpot has seen a 74.7% increase in store count from 83 to 145 locations, with a revenue of 2.307 billion CNY and a net profit of 123 million CNY in 2024, ranking third in the Chinese hotpot market [5][20]. Group 3: Consumer Behavior Shift - The article notes a shift in consumer behavior towards valuing product quality and cost-effectiveness, moving away from brands that rely heavily on marketing and trends [16][18]. - The decline of Hunan brands is attributed to their over-reliance on marketing gimmicks, while Henan brands focus on product quality and operational efficiency [16][20]. Group 4: Business Philosophy - Henan brands exhibit a cautious approach to capital and marketing, preferring organic growth and a focus on product development, contrasting with the aggressive expansion strategies of Hunan brands [8][10]. - The success of Henan brands is linked to their long-term commitment to product quality and customer satisfaction, which has allowed them to thrive in a more rational consumption environment [15][22].