文｜王猛 酒类产品供给与新消费需求的错配，已成为当前酒业发展的核心痛点之一。 以Z世代为代表的新兴消费群体，呈现出需求和价值主张多元化的鲜明特征。反观白酒市场，产品同质化现象却普遍存在，难以精准匹配新消费群体的个 性化诉求，这一矛盾进一步加剧了酒企在红海赛道中的同质化价格竞争。 "新一代消费者，成长于国家富强、物质丰裕的时代，既怀揣强烈的民族自信，又因互联网熏陶形成了独立主见，塑造了全新的消费心智，正从根本上改 写行业游戏规则。" 肖瑶深耕战略定位咨询服务领域十余年，服务了茅台、老板电器、德邦快递、山姆会员店等多家行业头部品牌，对消费市场底层逻辑有着深刻洞察。 她认为，当前消费市场已经从"卖方市场"转向"买方市场"，呈现三大核心趋势。 肖瑶表示，品牌需要深入不同圈层的真实需求，建立精细化的用户洞察，先把一个领域做深做透，积累核心用户与口碑，再逐步实现破圈增长。 从人群心智到消费趋势，从产品逻辑到品牌关系，全行业正经历一场深度重构。唯有读懂新一代消费者的核心诉求，才能跳出同质化竞争，进入蓝 海市场。 在AIIC2025酒业创新与投资大会上，源流战略定位咨询创始人肖瑶发表主题分享，深度拆解了消费升级背景下的用户价 ...

Core Viewpoint - The article emphasizes the enduring success of "Crown Happiness" bakery in Wuhan, highlighting its ability to maintain trust and community relationships over 32 years without relying on fleeting trends [4][12][17]. Group 1: Brand History and Development - "Crown Happiness" was founded in 1993 and has expanded to over 180 stores in the Wuhan urban area, characterized by steady growth rather than explosive expansion [6][10]. - The brand has navigated various industry trends, focusing on consistent organizational strength rather than chasing every market wave [12][14]. Group 2: Community Engagement and Business Model - The core logic of "Crown Happiness" is that community business is about long-term relationships rather than simple transactions, emphasizing high customer loyalty and trust [15][61]. - The brand operates three types of stores: community stores, business district stores, and factory lifestyle stores, each designed to meet specific community needs while maintaining a consistent brand experience [18][21][25]. Group 3: Product Strategy - The product line focuses on stability and reliability, with 80% of sales coming from a core range of products that are continuously optimized rather than frequently changed [44][50]. - Seasonal products are designed to evoke memories rather than just attract attention, contrasting with many brands that prioritize visual appeal [33][37]. Group 4: Organizational Strength - "Crown Happiness" has established a robust organizational system that emphasizes stable execution and continuous training, ensuring quality control from production to retail [54][55]. - The company employs a unique human resource model that balances experienced and new employees to maintain knowledge transfer and brand consistency [59][60]. Group 5: Community Connection - The brand's approach to community is relational, focusing on being a part of customers' daily lives rather than merely a transactional presence [61][62]. - High customer retention and meaningful seasonal interactions contribute to a strong community presence, reinforcing the brand's stability and trustworthiness [64].

Core Insights - The announcement from Yongkang Market Supervision Administration indicates that all 20 batches of food samples tested under the "You Order, We Inspect" program met national food safety standards, reflecting a commitment to food safety in the region [3][4][5] Group 1: Food Safety Inspection Results - A total of 20 food samples were collected for inspection, including categories such as restaurant food, pastries, grain products, edible oils, and dairy products [3] - All 20 batches of samples passed the inspection, confirming compliance with national food safety standards [3][4] - The inspected products included various types of mooncakes, pastries, and dairy products, all of which were found to be safe for consumption [4][5] Group 2: Consumer Engagement - The Yongkang Market Supervision Administration encourages consumers to report any food safety violations or suggest specific products for inspection, promoting active consumer participation in food safety [3]

Core Insights - JD's 11.11 shopping festival has officially started, with a focus on purchasing grain, oil, condiments, and snacks, highlighting consumer interest in quality products [1] - JD's subsidiary, Jingxi, launched the "Jingxi Selected Shopping Season" during the festival, featuring live broadcasts that showcase the entire production process from raw materials to finished products [1][9] Group 1: Grain and Oil Traceability Live Broadcast - The grain and oil traceability live broadcast on October 15 attracted over 1.2 million viewers and generated 120,000 orders, with daily sales of grain products increasing by over 5 times [3][5] - The live broadcast included interactive segments such as "Identifying Millet" and "Porridge Cooking Contest," enhancing viewer engagement and experience [3] - Popular products featured included oil made using a 145-degree constant temperature roasting process and organic wheat flour, which received positive feedback from viewers [3] Group 2: Ready-to-Eat Snack Traceability Live Broadcast - On October 19, a live broadcast showcasing the production of ready-to-eat snacks attracted over 1.5 million viewers and generated 150,000 orders, with 25,000 orders specifically for snack and beverage categories [5][7] - The broadcast emphasized the "Same Factory as Big Brands" concept, leveraging brand recognition and price advantages to boost consumer interest [7] - Featured products included a classic egg yolk pastry and a convenient purple rice cheese sandwich, catering to the needs of busy professionals [7] Group 3: Future Strategies - Jingxi aims to continue enhancing its "factory exploration" live broadcast format, providing consumers with direct insights into product quality and production processes [9] - The company plans to deepen collaborations with industrial zones and introduce more innovative live broadcast formats to offer consumers high-quality and affordable shopping experiences [9]

Core Viewpoint - The article discusses the decline of the popular Chinese pastry brand, MoMo Dim Sum, which has retreated from its national expansion back to its home base in Changsha, highlighting the challenges faced by the new-style bakery industry in China due to market saturation and changing consumer preferences [3][6][18]. Group 1: Company Overview - MoMo Dim Sum was once a leading brand in the new-style bakery sector, achieving a valuation of 2 billion yuan with over 20 stores in 2021 [6][11]. - The brand's rapid expansion was fueled by significant capital investment, including multiple rounds of financing totaling several hundred million yuan [10][20]. - As of now, MoMo Dim Sum has only 29 stores remaining, with 28 located in Changsha, indicating a drastic reduction in its operational footprint [6][19]. Group 2: Market Dynamics - The new-style bakery industry experienced a capital boom from 2020 to 2022, with an average annual growth rate exceeding 12%, but this has sharply declined, with financing dropping by 90% in 2023 [20][22]. - The closure rate in the bakery sector reached 28% in 2023, significantly higher than the average for the restaurant industry, reflecting the challenges faced by many brands [20][22]. - The shift in capital investment focus has moved from high-growth stories to brands with stable cash flow and solid supply chains, leading to the downfall of several once-prominent brands [22][25]. Group 3: Consumer Behavior - Consumer sentiment has shifted, with many former fans of MoMo Dim Sum expressing disappointment in the product quality, indicating a decline in brand loyalty [16][29]. - The initial appeal of the brand was driven by marketing and social media presence, but as consumers became more discerning, the lack of product differentiation became apparent [28][29]. - The reliance on marketing strategies over product innovation has led to a backlash, as consumers now prioritize quality and value over brand hype [26][29].

Core Viewpoint - The article discusses the evolution of the new Chinese baking industry over the past decade, highlighting the challenges in creating new "blockbuster" products like the "Meat Floss Little Cake" that once captivated the market. It emphasizes the need for a shift from short-lived trends to sustainable, long-term products that resonate with consumers' memories and experiences [5][38]. Group 1: Historical Context and Market Dynamics - The "Meat Floss Little Cake," developed by Bao Caisheng in 2004, became a nationwide sensation in 2014, marking a significant moment in the Chinese baking industry [3][4]. - This product represented a fusion of Chinese and Western flavors, breaking traditional boundaries and creating a new taste experience that appealed to consumers [6][11]. - The rapid expansion of bakery stores and the maturation of supply chain logistics in 2015 facilitated the widespread distribution of the "Meat Floss Little Cake," which was easy to standardize and replicate [8][9]. Group 2: Evolution of Product Categories - The new Chinese baking industry has undergone a transformation from "blockbuster" products to "evergreen" and "daily" products over the past decade [14]. - The "blockbuster phase" (2016-2018) was characterized by products that gained popularity through novelty and rapid social media sharing, such as salted egg yolk pastries and mochi [15]. - The "evergreen phase" saw products like egg yolk pastries become stable choices for consumers, focusing on long-term repeat purchases rather than short-term spikes in sales [17][20]. - The "daily phase" post-2020 integrated new Chinese baked goods into everyday consumer life, making them standard offerings in bakeries [22][23]. Group 3: Challenges and Market Saturation - The article notes that the market for new Chinese baked goods has become saturated, with the emergence of numerous similar products leading to intense competition and reduced profit margins [31][32]. - The rise of short video platforms has changed consumer behavior, making it difficult for any single product to achieve the same level of widespread attention as the "Meat Floss Little Cake" did in its heyday [26][29]. - Consumers are experiencing "taste fatigue," as the novelty of new flavors diminishes, leading to higher expectations for unique and memorable taste experiences [35][37]. Group 4: Future Directions - The industry must transition from a focus on one-time blockbusters to creating products that foster long-term consumer loyalty and repeat purchases [38]. - Emphasizing "scene economy" will be crucial, integrating baked goods into everyday life scenarios such as breakfast and celebrations to build consumer attachment [39]. - Establishing a "taste memory" rather than relying solely on trendy symbols will be essential for creating enduring products that resonate with consumers [42]. - A shift from "single product logic" to a "systematic logic" that combines product matrices and brand value is necessary for sustainable growth [44]. - Brands must develop self-sustaining cycles that focus on community engagement and long-term reputation rather than short-term viral marketing [45].

Core Insights - The article emphasizes the importance of two core capabilities in the leisure snack industry: precise demand insight and effective consumer reach through channel penetration [1] Group 1: Product Innovation and Development - The company, 比比赞, focuses on agile research and development to drive product innovation, launching new products every 3 to 5 days based on consumer preferences and market trends [3] - The product expansion strategy is based on a "hit product" logic, starting from classic items like shredded bread and egg yolk pastries to create a diverse product matrix covering various snack categories [3][4] - Collaborations with well-known IPs, such as 小黄人 and 功夫熊猫, enhance brand appeal while integrating health concepts into products, exemplified by the award-winning 小黄人联名苏打饼干 [4] Group 2: Channel Strategy and Market Penetration - 比比赞 employs a dual strategy of "online deepening + offline expansion" to build a comprehensive channel network that captures diverse consumer scenarios [6] - The online strategy includes operating on major e-commerce platforms and engaging in content-driven channels like Douyin and Kuaishou, effectively driving sales through direct consumer interaction [6] - The offline expansion includes partnerships with major supermarkets and convenience store chains, enhancing brand penetration and consumer reach across multiple cities [6][8]

Group 1: Overview of Beijing's Tourism and Culinary Scene - Beijing's tourism market is being revitalized through the establishment of new leisure districts, with six new areas announced by the Beijing Municipal Bureau of Culture and Tourism [1] - These districts are characterized by unique cultural heritage, diverse business models, and innovative leisure experiences, providing rich urban exploration options for residents and tourists [1] Group 2: Importance of Culinary Culture - Culinary offerings in Beijing are a blend of imperial flavors, local snacks, and ethnic specialties, which serve as a significant attraction for tourists seeking to experience the city's culture [3] - The diversity of Beijing's food scene reflects the city's openness, with various regional cuisines gaining popularity among visitors [3][10] Group 3: Challenges in Culinary Tourism - The authenticity of traditional dishes like Douzhi and Jiaoquan is often questioned, as they may not appeal to all tourists, highlighting the need for a balance between cultural authenticity and tourist preferences [5][6] - Many traditional restaurants, including "old brands," face challenges in maintaining quality and attracting both locals and tourists, often relying on pre-made dishes that lack authenticity [9] Group 4: Innovations in Culinary Experiences - New culinary tourism projects, such as "Hutong private kitchen tours" and "intangible cultural heritage workshops," are emerging, focusing on unique dining experiences that cater to evolving tourist demands [7] - Successful examples of culinary tourism include immersive dining experiences that combine traditional cuisine with cultural rituals, attracting both domestic and international visitors [12] Group 5: Marketing and Promotion Strategies - The use of short videos and new media to promote Beijing's culinary culture is seen as a potential avenue for enhancing tourism, emphasizing the importance of authentic storytelling [11] - There is a call for a more refined approach to marketing, avoiding superficial representations of Beijing's culinary heritage and instead focusing on the depth and richness of its food culture [11]

Core Viewpoint - The controversy surrounding Sam's Club's product selection strategy has raised concerns among consumers regarding the quality and uniqueness of its offerings, leading to questions about the value of the membership fee paid by consumers [2][4]. Group 1: Product Selection and Quality Concerns - Sam's Club has faced criticism for replacing popular products with more mainstream brands like Haoliyou, leading to perceptions of homogenization in its product offerings [2][3]. - Consumers have reported quality issues with certain products, indicating a potential shift in supplier relationships that may affect product standards [3][6]. - The core of the controversy lies in the expectation that consumers pay a premium membership fee for unique and high-quality products, which may not be met if product differentiation diminishes [4][5]. Group 2: Membership Value Proposition - The membership fee is perceived as a "selection premium" that consumers expect to be matched with high-quality products and services [3][4]. - Sam's Club has emphasized its commitment to quality and member satisfaction, stating that it will consider member feedback in future product selection strategies [5][6]. - The trust established between Sam's Club and its members is crucial for its competitive advantage, as consumers believe they are getting quality products at competitive prices [3][5]. Group 3: Expansion and Financial Considerations - Sam's Club has been rapidly expanding in mainland China, opening 32 new stores from 2016 to 2023, with plans for continued growth in 2024 [6]. - Despite strong sales growth, the high cost of store openings and operational expenses poses challenges for maintaining cash flow and profitability [6][7]. - The overall performance of the supermarket sector in mainland China is underwhelming, raising questions about Sam's Club's ability to sustain its growth trajectory without facing increased competition and market saturation [7].

Core Viewpoint - The controversy surrounding the introduction of the brand Haoliyou at Sam's Club highlights a fundamental conflict in the warehouse membership store model, where a misalignment between brand promises and user expectations can undermine the foundation of the paid membership system [1][2][3] Group 1: Membership and Consumer Trust - Sam's Club has built a unique value proposition by offering a "quality filter" through its membership model, which allows consumers to trust that the products on its shelves are carefully selected for quality and value [1][2] - The introduction of controversial brands like Haoliyou has raised questions about the trust consumers place in Sam's Club, as it appears to compromise its commitment to quality [2][3] - The core of the membership retail model is not merely selling products but selling trust, where consumers pay for the assurance that the brand will consistently deliver on its promises [3] Group 2: Impact of Product Selection Changes - The shift in product selection, with the addition of widely available brands and the removal of previously popular items, challenges the perception of Sam's Club as a premium retailer [2] - Complaints regarding product quality, such as issues with food safety, have increased, leading to a decline in the perceived quality associated with the Sam's brand [2] - The tension between rapid expansion and maintaining quality control is evident, as Sam's Club plans to open eight new stores by 2025, which may strain its supply chain and product selection standards [2][3] Group 3: Strategic Recommendations - It is crucial for Sam's Club to realign its brand promises with user expectations to restore consumer trust and maintain the integrity of its membership model [3] - Balancing global sourcing with local adaptation while ensuring quality standards is essential for sustaining the "Sam's Selection" brand image [3] - Failure to address these issues may lead to a perception that Sam's Club is no different from regular supermarkets, undermining its competitive advantage [3]