始祖鸟炸山、贾国龙对战罗永浩、行业巨头的成分危机……2025年品牌"翻车"不断，大家面临的不再拘于企业经营&利润层面问题，还有更广泛的公众沟 通和品牌信任挑战。 从表层来看，行业貌似迎来一个品牌公关事件高发期，需要更强的救火能力。但在一个事件发生后，很多企业又接连在不同的雷区蹦迪，甚至火越扑越 大。 消费行业在过去一年并没有出现预期的反弹，反而进入了更深层次的价值观考验。 这就不由让我们深思，除了公关能力建设，品牌老板的底层意识、整个公司在系统建设上，还可以真正思考和做些什么？ 带着这些疑惑，浪潮新消费在年前最后一周联合36家头部品牌开启了「2026新浪潮品牌公关共创会」。 活动上，品牌管理专家李倩从舆论新风向切入，深度分享了过去一年品牌"雷区"的核心特点，品牌公关面临的现实困境，如何在当前环境下构建品牌安全 战略和预警系统。 李倩曾担任腾讯新闻主编、青山资本董事总经理，以及创业做过C端、B端的品牌，具备投资、实业、媒体、营销等多元视角，也是多家上市公司品牌顾 问。这让她对品牌打造、构建品牌信任有着更本质和体系化的积累。 "信息和反馈正在出现一种前所未有的割裂和复杂情况。"在她看来，如今网络舆论七嘴八舌宣泄自 ...

Core Insights - The consumption market is undergoing a silent value reconstruction, characterized by both extreme "consumption downgrade" and sporadic "hotspot-style frenzy" [3][4] - Consumers are increasingly focused on practical value and emotional satisfaction, leading to a polarization in consumer personas [3][4] - The market is shifting towards a model where brands must provide genuine value rather than empty narratives, reflecting a collective negotiation between consumers and brands [4] Group 1: Market Trends - The year 2025 saw a significant increase in the popularity of second-hand platforms and discount supermarkets, indicating a shift towards practical consumption [3] - Despite some brands facing challenges, others like Mijia Ice City and Pop Mart have thrived, showcasing resilience in the market [4][5] - The trend of "not raising prices while upgrading consumption" is emerging as a key strategy for brands to navigate the current market environment [12] Group 2: Consumer Behavior - Consumers are now more discerning, focusing on the emotional value of products rather than just price, leading to a demand for higher quality and better experiences [40][41] - The rise of "K-shaped differentiation" in consumption indicates that while some sectors struggle, others are innovating and capturing market share [22] - The importance of emotional value in non-essential purchases, such as toys, is becoming more pronounced, as consumers seek joy and connection through their purchases [48][50] Group 3: Company Strategies - Companies are increasingly adopting a "four-dimensional warrior" approach, focusing on product upgrades, price optimization, user experience, and emotional connection with consumers [12][14] - The emphasis on localizing operations and decision-making is crucial for foreign brands to succeed in the Chinese market, as seen with companies like Bimbo [58][59] - Brands are encouraged to focus on core competencies and avoid unnecessary cost-cutting that could compromise product quality [42][44] Group 4: Future Outlook - The next few years are expected to see a continued emphasis on understanding and meeting diverse consumer needs, with a focus on value-driven products [60][61] - The market is likely to witness the emergence of new brands that prioritize consumer insights and long-term value creation [52][53] - The evolving landscape suggests that brands must adapt to changing consumer preferences and leverage emotional connections to thrive in a competitive environment [49][50]

Investment Opportunities - The lemon tea brand "Linlee" has completed a Series A financing round of tens of millions, with a valuation close to 1 billion, aimed at brand building, supply chain upgrades, and organizational improvements [3] - Jiangsu Zhonggou has secured 12 million yuan in angel round financing, which will be used to strengthen its supply chain, expand offline direct sales networks, and upgrade its online digital platform [4] - OMOWAY has completed a Pre-A financing round of tens of millions of dollars, led by Sequoia China and Starry Sky Capital, with funds directed towards product mass production and global market development [5] - Futuring has announced a 200 million yuan angel round financing, primarily for product iteration and deployment in real family scenarios [6] - Fen Chuanqi has completed a 100 million yuan Series A financing round, focusing on supply chain upgrades and nationwide store expansion [7] Company Intelligence - The dispute between Xibei's Jia Guolong and Luo Yonghao has escalated, with both parties' Weibo accounts being silenced [8] - Xibei plans to close 102 stores, accounting for 30% of its total, while ensuring that all employees receive their wages and customer prepaid cards can be used at other locations [9] - Daya has confirmed that former CEO of Weidong, Sun Yinan, has joined as CEO [10] - The "Dead or Alive" app has been renamed Demumu, with a valuation of 10 million yuan, focusing on safety solutions for solitary individuals [11][12] - The founder of Zhong Xue Gao has won a defamation case regarding a misrepresented interview, with the court ruling in favor of the founder [14] Market Trends - Yuanji Food has submitted an application for listing on the Hong Kong Stock Exchange, aiming to become the largest Chinese fast-food company by store count [17][18] - Qian Dama has filed for an IPO, with a focus on community fresh food retail, reporting a GMV of 14.8 billion yuan in 2024 [20][22] - Dongpeng Beverage has passed the Hong Kong Stock Exchange hearing, targeting a fundraising goal of 1 billion USD [23] - The "Crying Horse" toy has gained popularity in Yiwu, leading to a surge in production to meet demand [24][25] Financial Performance - Yuanji Food expects revenues of 2.026 billion yuan and 2.561 billion yuan for 2023 and 2024, respectively, with a growth rate of 26% [19] - Qian Dama's revenue growth has stagnated, with a slight increase from 11.744 billion yuan in 2023 to 11.788 billion yuan in 2024 [21] - Dongpeng Beverage anticipates a revenue increase of 31.07% to 33.34% for 2025, projecting revenues between 20.76 billion yuan and 21.12 billion yuan [23]

1月13日，雪糕品牌"钟薛高"创始人林盛在社交平台发布视频称，此前引发舆论关注的"爱买不买"恶意 剪辑的诉讼，终审判决维持原判，被告自媒体账号最终被认定侵犯"钟薛高"的名誉权，需赔偿230万元 并公开道歉。 "钟薛高"这件事我是比较了解的。因为它和几十年前一种名叫"中雪糕"的冷饮名字比较像，价格又特别 贵，一支卖十几块钱，所以几年前好奇之下买过几次。至于后来怎么会不买了，完全是因为刷到了一些 视频。 这些短视频的具体内容已经记不得了，就记得"钟薛高"的创始人说了一句"它就那么贵，你爱要不 要。"看到这番话，感觉比吃了一只苍蝇还难受，这么贵的雪糕，老板居然还用这种态度对待消费者， 差评！从此以后就再也没买过他们家的产品。 时间一晃五年过去，直到昨天，我才知道真相，老板的这句话不是针对消费者，而是转述日本原材料供 应商对企业的态度，但经过自媒体的移花接木，变成了对老板傲慢的虚假指控，极大影响了品牌声誉， 该企业也在去年被债权人申请破产。 诚然，"钟薛高"的失败不是仅仅因为"爱要不要"这么一句话，还有"雪糕刺客""久放不化""火烧雪糕"等 负面舆情的因素。但真就是真，假就是假，自媒体不能为了吃"钟薛高"的负面流量， ...

Group 1: Guozhi Automobile and Baoneng Group - Baoneng Group's chairman, Yao Zhenhua, has filed a formal complaint against the low-priced auction of Guozhi Automobile's assets, claiming illegal operations in a 2.7 billion yuan enforcement case [4] - Yao alleges that the core assets, valued at 8 billion yuan, were undervalued at 1.5 billion yuan, with an auction starting price of only 860 million yuan, scheduled for January 15, 2026 [4] - Yao emphasizes that Guozhi still has restructuring value and requires an investment of 2 billion yuan to resume production within 10 months, with over 60% of creditors supporting bankruptcy restructuring [4][6] Group 2: Ctrip Investigation - Ctrip Group is under investigation by the State Administration for Market Regulation for suspected monopolistic behavior, following previous warnings and discussions regarding its market practices [8][9] - Ctrip holds a dominant market share of approximately 56%, and when including competitors, its overall market share approaches 70% [9] - In Q3 2025, Ctrip reported a net revenue of 18.3 billion yuan, a year-on-year increase of 16%, but the significant profit increase was largely due to asset disposals [9] Group 3: Haidilao Management Changes - Haidilao's stock surged after the announcement of founder Zhang Yong returning as CEO, following a period of declining revenue and profits [11][17] - The company reported a revenue drop of 3.7% and a core operating profit decline of 14% in the first half of 2025, marking the first time since 2022 that both revenue and net profit fell [17] - Zhang is expected to focus on revitalizing the company by reshaping corporate culture and refocusing on the core hotpot business [18] Group 4: Demumu App - The "Demumu" app, previously known as "Did it Die?", has gained significant popularity, with a valuation reaching 90 million yuan and ongoing financing discussions [23] - The app, designed for solitary individuals, has seen a user increase of 500 times since its rise to fame, leading to a surge in investor interest [23] - Controversy surrounds the app's name and design, with claims of similarity to another creator's work, which the app's team disputes [24] Group 5: Zhongxuegao's Legal and Financial Issues - Zhongxuegao's founder won a defamation lawsuit after a five-year legal battle, but the company is facing bankruptcy proceedings due to inability to settle debts [25][31] - The brand, known for its premium ice cream, experienced rapid growth initially but has faced significant challenges since 2022, including public criticism and financial difficulties [31] - The court has initiated bankruptcy proceedings after determining that Zhongxuegao cannot meet its financial obligations [31] Group 6: McDonald's Pricing and Size Controversy - McDonald's has faced backlash over the perceived shrinking size of its burgers, with consumers comparing them to earphone cases [32] - The company has implemented multiple price increases over the past year, citing rising operational costs as the reason for adjustments [35] - Despite these challenges, McDonald's reported a 3% revenue growth in Q3 2025, although this was below market expectations [35][36]

Group 1: Company Leadership Changes - Zhang Yong has returned to the CEO position of Haidilao, effective January 13, 2026, following the resignation of Guo Yiqun as CEO [1] - Zhang Yong previously handed over the CEO role to Yang Lijuan in March 2022, and Guo Yiqun took over in June 2024 [1] - The leadership change comes as Haidilao faces performance challenges, with a 3.0% year-on-year revenue decline to 20.703 billion yuan and a 13.7% drop in net profit to 1.755 billion yuan in the first half of 2025 [1] Group 2: Industry Context - The Chinese restaurant industry is experiencing a slowdown, with revenue growth decelerating, profits declining, and competition intensifying, as reported by the China Cuisine Association [1] - Competitors like Xiaobai Xiaobai reported an 18.88% revenue decline to 1.942 billion yuan and a net loss of 84 million yuan in the same period [1] Group 3: Strategic Initiatives - Zhang Yong's return is linked to the "Pomegranate Plan," a multi-brand incubation strategy launched in August 2024, aimed at creating a second growth curve for Haidilao [2] - As of June 2025, the "Pomegranate Plan" has incubated 14 restaurant brands, generating a 227% year-on-year revenue increase to 600 million yuan from related businesses [2] - The company is at a critical transformation juncture, with Zhang Yong becoming more involved in operational details [2]

Group 1 - The founder of Zhong Xue Gao, Lin Sheng, won a lawsuit regarding a maliciously edited interview, affirming that he never made the statement "buy it or not" [1] - A report by Deloitte indicates that over 63% of Chinese consumers plan to spend over 300,000 yuan on their next vehicle, with fuel vehicles remaining the preferred choice at 41% [2][3] - ByteDance has raised its option price from $200.41 to $226.07, marking a nearly 13% increase since last August and over a fourfold increase since 2019 [2] Group 2 - McDonald's is facing consumer complaints about shrinking burger sizes, with customers sharing comparisons on social media [2] - The Yanran Angel Children's Hospital is negotiating with landlords over rent debts, claiming that the actual owed amount is due to a rent increase since 2020 [7] - Pinduoduo is testing a new "Billion Supermarket" feature within its app, focusing on low-price strategies to attract price-sensitive consumers [6] Group 3 - Meta Platforms plans to cut about 10% of jobs in its Reality Labs department to shift resources towards artificial intelligence [11] - The U.S. government has approved Nvidia to export its H200 AI chips to China, with a 25% fee on the transactions [12] - Liftoff Mobile, Inc. has filed for an IPO with the SEC, planning to list on the Nasdaq [13]

Core Viewpoint - The final ruling on the "love to buy or not" maliciously edited interview has been upheld, confirming it as malicious editing by the media, marking the end of a nearly five-year legal battle for the founder of Zhong Xue Gao, Lin Sheng [2]. Group 1: Legal Proceedings - The final judgment confirmed that the edited video, which misrepresented Lin Sheng's comments about high-priced ice cream, was a result of malicious editing driven by traffic [2]. - The first-instance judgment in 2025 recognized the editing as defamation, ordering the defendants to pay 2.3 million yuan and issue a public apology [2]. - The legal battle began in 2021 and concluded recently, with Lin Sheng stating that while the outcome does not help Zhong Xue Gao's current situation, it is still considered good news [2]. Group 2: Financial Status - As of now, Zhong Xue Gao Food (Shanghai) Co., Ltd. has two enforcement cases with a total amount of 5.8673 million yuan, and a historical record of 39 enforcement cases exceeding 67.11 million yuan [3]. - The company has been listed as a dishonest executor in 10 cases, involving amounts over 7.25 million yuan [3]. - On July 16, 2025, Zhong Xue Gao was applied for bankruptcy by Shanghai Zhenliao Trading Co., Ltd., with the Shanghai Third Intermediate People's Court handling the case [2].

Group 1 - The core point of the article highlights the downfall of the ice cream brand Zhong Xuegao, which has officially filed for bankruptcy after previously achieving remarkable sales of 1 billion yuan and a valuation nearing 4 billion yuan just four years ago [1] - The article discusses the rise of the spicy hot pot dish, which has transformed from an affordable meal option to a luxury fast food item, reflecting a significant price increase and changing consumer perceptions [5][9] - The spicy hot pot market has seen rapid growth, with over 30,000 stores nationwide and a market size reaching 20 billion yuan by the end of 2024 [9][22] Group 2 - The article notes that the spicy hot pot has become a popular choice among consumers, despite its rising prices, due to its unique flavor and social dining experience [37][40] - It emphasizes the psychological tactics used by restaurants to create a perception of affordability, such as misleading pricing units that can lead to unexpectedly high bills [17][19] - The article points out the lack of a leading brand in the spicy hot pot sector, despite the proliferation of stores, indicating a need for a standout product to enhance brand recognition [34][36]

Core Viewpoint - The rapid rise and fall of Zhong Xue Gao, once known as the "Hermès of ice cream," highlights the challenges faced by new consumer brands and the ongoing transformation in the industry, emphasizing the need for genuine product value and effective crisis management [3][21][22] Group 1: Company Overview - Zhong Xue Gao was established in 2018 and quickly gained popularity with its unique tile-shaped ice cream and high-end positioning, achieving over 1 billion yuan in revenue in its first year and 1 billion yuan in sales by 2021 [3][4] - The company faced significant challenges starting in 2022, including issues with product quality and employee retention, leading to a decline in consumer trust and market presence [4][5][7] - As of September 18, 2023, Zhong Xue Gao had 26 consumption restriction orders and 72 legal cases against it, with only 2 employees remaining and all 21 branches closed [3][4] Group 2: Market Positioning and Pricing Strategy - The core issue leading to Zhong Xue Gao's decline was a significant disconnect between its pricing strategy and perceived product value, with marketing and logistics costs consuming a large portion of revenue [4][5][6] - The company’s marketing expenses reached 320 million yuan in 2021, resulting in a net profit margin of less than 5%, indicating that the high price point was not sustainable [5][6] - The brand's attempt to position itself as a high-end product without a solid foundation in quality and consumer trust ultimately led to its downfall [6][21] Group 3: Financial and Capital Issues - Zhong Xue Gao's reliance on capital for rapid expansion resulted in a significant debt crisis, with a valuation drop from 4 billion yuan to substantial liabilities [10][12] - The aggressive growth strategy, driven by investor expectations, led to unsustainable operational practices, including a high rate of store openings that did not yield profitable sales [10][11] - By March 2023, the company faced a cash flow crisis, with cash reserves plummeting to 47 million yuan and accounts payable reaching 120 million yuan [11][12] Group 4: Supply Chain and Distribution Challenges - The company invested heavily in its distribution network, including over 50,000 self-owned freezers, but this led to increased channel costs and cash flow pressure [14][15] - The rapid expansion into lower-tier markets without proper market fit resulted in a mismatch between product pricing and consumer expectations, further damaging the brand's image [15][16] - The reliance on third-party logistics and high operational costs contributed to inventory issues, with turnover days exceeding 90 days and significant stockpiling by distributors [15][17] Group 5: Consumer Trust and Brand Management - The decline in consumer trust was exacerbated by negative publicity surrounding product quality, leading to a significant drop in online sales and a backlash from distributors [7][18] - The company's failure to effectively manage its public relations during crises resulted in a loss of brand reputation, with consumers perceiving the brand as arrogant [18][22] - The case of Zhong Xue Gao serves as a cautionary tale for new consumer brands, emphasizing the importance of maintaining product integrity and consumer trust in a competitive market [21][22]