Group 1 - Shanghai is upgrading its commercial districts, focusing on structural adjustment and quality improvement to enhance its global competitiveness as an international consumption center [1] - The "Expansion of Consumption in Shanghai Commercial Districts" event was launched at Wujiaochang Bailian, indicating a strategic initiative to attract more businesses and consumers [1] - The Yangpu District is targeting the youth consumer group by creating a unique "二次元" (two-dimensional) themed commercial district, which includes various themed shopping venues and cultural events [4] Group 2 - The Bailian ZX Zaoquchang has attracted over 800,000 visitors since its opening, with a weekend peak foot traffic increase of nearly 200% and a 90% share of the 90s generation among its customers [3] - The "商圈消费券" (commercial district consumption vouchers) have driven sales exceeding 5 billion yuan, highlighting their effectiveness in boosting consumer spending [5][8] - The "五五购物节" (55 Shopping Festival) has recorded a total offline consumption of 378.5 billion yuan, with a daily average of 6.76 billion yuan, marking a 10% year-on-year growth [7][8]

Core Viewpoint - The restaurant industry is experiencing intensified price wars, with many companies resorting to low-cost strategies to attract customers, leading to concerns about long-term profitability and sustainability [1][2][3]. Group 1: Price Wars and Market Dynamics - Many restaurant chains have engaged in a "9.9 yuan" price war, with various brands offering discounted items and meal sets to draw in customers [2][4]. - The competition has been exacerbated by a surge in new entrants to the restaurant sector, driven by low barriers to entry, resulting in oversupply and increased rivalry [4][5]. - Data indicates that the average dining order price has decreased by 10.2% while the number of orders has increased by 15.4% year-on-year [4]. Group 2: Financial Performance and Concerns - Companies like Xiaobububao have reported significant losses, with a 100.8% year-on-year increase in losses to 401 million yuan, alongside the closure of numerous outlets [3]. - The financial health of many listed companies is under scrutiny, as some rely heavily on franchise fees and product sales, with reports of declining customer traffic and revenue among franchisees [3][4]. Group 3: Consumer Trends and Competitive Strategies - There is a notable shift in consumer behavior, particularly in first-tier cities, where price sensitivity and value-for-money are becoming more prominent [6]. - The rise of food delivery platforms has intensified competition, leading to extreme price reductions, with some products being sold at unsustainable prices [6][7]. - Companies are encouraged to innovate and differentiate their offerings rather than engage in price competition, as this could harm brand image and profitability in the long run [7][8]. Group 4: Innovation and Differentiation - Some companies are exploring innovative strategies, such as collaborations with well-known brands and creating unique dining experiences to attract customers [8][9]. - Emphasis is placed on enhancing service quality and utilizing technology to improve operational efficiency and customer experience [9].

Core Insights - The article highlights the evolving consumer behavior among young adults, particularly the trend of adults celebrating Children's Day, driven by nostalgia and emotional connections to childhood memories [5][6][30]. Group 1: Marketing Strategies - Major brands are leveraging popular IP collaborations to attract young consumers, with KFC's early launch of limited edition toys and promotional activities on social media platforms like Douyin [7][11]. - The marketing approach has shifted from simple product promotion to engaging content and interactive live streams, allowing deeper consumer participation [30][31]. - Brands are utilizing social media to create a buzz around their products, with KFC's toys and drinks becoming highly sought after, leading to price increases on resale platforms [11][28]. Group 2: Consumer Behavior - The phenomenon of adults purchasing children's meals is fueled by social media's nostalgic influence, with platforms like Douyin facilitating emotional consumption [18][30]. - The Z generation is becoming the main consumer force, prioritizing emotional value and ritualistic consumption, which is expected to drive the holiday consumption market to exceed 5 trillion by 2025 [31][32]. - The trend of "big friends celebrating Children's Day" reflects a broader shift in consumer psychology, where age is no longer a barrier to participation in traditionally child-focused events [30][31]. Group 3: Social Media Influence - Douyin serves as a powerful connector for brands, transforming holiday marketing into a communal experience where users share their celebrations and purchases [6][30]. - The platform's interactive features encourage users to engage with brands and each other, creating a viral effect that boosts sales and brand visibility [27][28]. - The success of campaigns, such as Luckin Coffee's collaboration with SpongeBob, demonstrates the effectiveness of targeted marketing through influencer partnerships and engaging content [17][30].

这是新消费智库第 2 6 3 7 期文章 新消费导读 8. Church&Dwight 斥 资 8.8 亿 美 元 收 购 洗 手 液 品 牌 Touchland 9. 美团投资 10 亿美元进军巴西外卖市场 10. Borletti Group 收购 True Rel igion 少数股权 11. an action a day 第三家线下门店落地上海 13. 沙县小吃进军中东市场 14. 青岛啤酒将整合旗下饮料业务 15. Chanel 与 Ny kaa 合作扩大在印度的业务 12. 李子园拟进军奶粉市场 新消费 1. 九阳豆浆上新麒麟西瓜 & 霸气榴莲豆乳茶 1. 九阳豆浆上新麒麟西瓜 & 霸气榴莲豆乳茶 2. RIO 微醺浙江东魁杨梅风味限时回归 3. 拾㧚耍在杭州试营业 4. ASICS 亚瑟士推出全新 METASPEED 碳板竞速系列跑鞋 5. 湊湊火锅首次联名米菲开设主题门店推新品 6. 朝日集团收购帝人目黑实验室 7. 传凯雷集团拟以近 2 亿欧元出售意大利品牌 Twinset 图片来源：腾讯公共图库 近日， 九阳豆浆官宣上新麒麟西瓜和霸气榴莲豆乳茶。两款产品均为冷热双泡的调味茶固体饮料，其中 ...

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本次监测周期内，乐高、泡泡玛特和万代分别以1.93、1.44和1.38的综合热度位列榜单前三名。 图源：世研大消费指数 海底捞则借31周年庆，以"快乐社交"为主题开展系列活动：推出品牌片《有你真好》，通过庆生、求婚 等真实人生场景将"海底捞=社交情绪解压场"的心智具象化；全国1300+门店同步打造"生日狂欢夜"，以 百人切蛋糕、舞台互动等强参与性仪式，激活用户情感共鸣与UGC传播；借势王嘉尔联名套餐（限量 周边+明信片）撬动粉丝经济，叠加会员商城促销实现流量高效转化。 榜单说明 世研消费指南针系列指数报告是由世研指数独家研发的消费指数评价系统。本系列包括《品牌消费热门 指数榜》、《行业消费热力指数榜》、《产品消费热浪指数榜》、《消费热门事件榜》等主要榜单，以 及对应范围的延伸性榜单报告。旨在通过指数评价的方式，客观、真实地呈现消费世界的趋势特点，帮 助行业与品牌主持续追踪消费市场趋势、为企业经营提供参考，提升商业综合竞争力。 世研消费指南针系列指数榜单持续监测行业如下： 3C数码、鞋服配饰、食品生鲜、家用电器、运动户外、美妆清洁、母婴用品、家居家装、汽车消费、 玩模乐器、宠物用品，医疗健康共计12大行业。 长 ...

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Core Insights - The collaboration between the high-end hotpot brand "湊湊" and the international IP "米菲MIFFY" aims to enhance brand identity rather than solely focusing on sales growth [1][2] - The partnership is expected to significantly boost revenue during the collaboration period, with a target of over 6 table turnovers during holidays and a 25% increase in customer traffic [1] - The trend of IP collaborations in the restaurant industry is growing, providing brands with increased visibility and unique consumer experiences [1] Group 1: Collaboration Strategy - 湊湊 evaluates potential IP partners based on brand alignment, shared values, and the ability to create immersive experiences for consumers [2] - The collaboration with 米菲 is seen as a starting point for long-term value creation, with plans for future partnerships based on consumer feedback [2] - The focus is on enhancing brand perception through experiential marketing rather than just short-term traffic boosts [2] Group 2: Expansion and Market Positioning - 湊湊 is actively pursuing new store openings, with 6 new or renovated locations signed and over 10 potential projects in negotiation [3] - The company emphasizes a "quality over quantity" approach in its expansion strategy, focusing on prime locations in core business districts [3] - In a competitive hotpot market, maintaining consumer trust and delivering high-quality dining experiences are seen as essential for success [3]

Core Viewpoint - The collaboration between the high-end hotpot brand "湊湊" and the international IP "米菲" aims to enhance brand differentiation through customized packages and member benefits, amidst a challenging market environment characterized by intensified competition and brand homogenization [1][3]. Group 1: Collaboration Details - The partnership is a three-month phase, with plans for dynamic evaluation based on consumer feedback, and additional IP collaborations are being considered [3]. - The collaboration includes special packages for different group sizes and a children's menu featuring 米菲-themed products, alongside an upgraded membership system offering exclusive merchandise [3]. - The primary goal of the collaboration is not just sales growth but to deepen the integration with the 米菲 IP to strengthen brand identity, targeting a revenue increase during the collaboration period and a 25% boost in store traffic [3][4]. Group 2: Market Challenges - 湊湊 has faced significant challenges, including the closure of 73 stores within a year, resulting in a net reduction of 60 stores, leaving only 197 operational locations [6]. - The financial performance of the parent company, 呷哺集团, has shown a continuous increase in net losses over the past four years, totaling nearly 1.2 billion HKD, with 湊湊 accounting for a substantial portion of these losses [6]. - The brand's table turnover rate has declined from 2 times per day to 1.6 times, indicating ongoing market performance issues [6][7]. Group 3: Industry Trends - The trend of IP collaborations in the restaurant industry has surged, with over 20 such activities reported in the first quarter, indicating a growing strategy to leverage popular IPs for customer engagement [8]. - Successful IP collaborations can significantly enhance brand visibility and customer experience, but brands must avoid superficial partnerships that do not align with their core values to ensure long-term impact [9]. - The key challenge for brands is to convert the temporary traffic generated by IP collaborations into lasting customer loyalty, emphasizing the importance of integrating these initiatives into broader brand strategies [9].

联名为餐企打造"热搜体质"的同时，也难以回避"内卷"的烦恼：联名泛滥、IP曝光猛增，消费者也进入 到联名的"审美疲劳"阶段。还有不少联名产品引发粉丝抢购，甚至内部员工参与倒卖，一些知名餐饮品 牌因此被"骂上热搜"。一项品牌联名消费调研结果显示，47.3%的消费者认为"联名活动太多，看腻 了"，28.4%的消费者表示"产品价格高"，还有27%的受访者认为联名基本等同于"铺天盖地的广告"。此 外，"过度消费情怀""IP同质化""联名双方调性不符"等都成为联名的"槽点"。 IP联名能否成为品牌年轻化"捷径"？ "联名"成为很多餐饮企业传播推广的利器，甚至靠热门联名，就可以登上热搜。有数据统计，今年一季 度，与餐饮有关的联名超过百起。5月12日，呷哺集团旗下火锅品牌湊湊开启了创立9年来的首度联名， 与国际知名IP米菲MIFFY展开为期3个月的联名合作，期待在活动期间推动业绩增长：假日翻台率目标 为6次以上，带动门店客流提升25%。 在业内看来，在经过了2023年的"联名大年"之后，从2024年开始，餐饮品牌联名进入了"冷静期"，消费 者对于"联名"这件事变得越来越理智，从而让"爆款联名"变得"可遇而不可求"。在依靠联 ...