以下文章来源于灵兽 ，作者晴山 灵兽 . 专注零售，聚焦消费。商业改变世界。你们负责改变世界，我们带你们改造商业。灵兽，零售消费行业 头部新媒体平台，为商业原创报道而生。投稿及合作：lingshouke@126.com 本文来自微信公众号： 灵兽 ，作者：晴山 "一碗面估值一个亿"——曾是2021年新消费语境下资本圈的"共识"，到了2025年的时间节点，却被 当成了行业笑谈。 五年前，新消费赛道火得一塌糊涂，也一度成为创业者与资本共同追逐的风口。那时候行业内流行一 句话：每一种传统消费品都值得被重做一遍。 如今来看，这句话没错，但重做的方式和结果，跟当初想象的完全不一样。 2025年9月，墨茉点心局在小红书发布公告称，自2025年9月1日起，暂时关闭邵阳、株洲、常德、衡 阳外区门店，仅保留衡阳蒸湘万达店。至此，这个曾经席卷全国的新中式烘焙品牌，全国门店仅剩 29家，其中28家集中在长沙，战略重心回归长沙大本营。 从"单店估值过亿"到"退守长沙一城"，墨茉点心局只用了四年。而它不是个例。 风口上的猪会飞，但风停了，猪就会摔下来。而那些从不指望风的人，反而走得更远。 同样是2025年，钟薛高在破产审查程序中陷入经 ...

（来源：工人日报） 稳市场 12月在京举行的中央经济工作会议强调，纵深推进全国统一大市场建设，持续防范化解重点领域风险， 着力稳就业、稳企业、稳市场、稳预期，推动经济实现质的有效提升和量的合理增长。明年经济工作重 点任务包括坚持内需主导，建设强大国内市场等。 关税战 今年，美国发动多轮关税战冲击全球贸易。面对复杂多变的外部环境，中国外贸运行持续向好，展现出 中国经济的强大韧性和全球市场对中国产品的旺盛需求。"中国优质产品享誉世界，多元稳定市场广受 青睐，这是关税战、贸易战改变不了的。"外交部发言人如是说。 新国标 越来越多中国企业加速海外布局，通过建立研发中心、生产基地、区域总部，大量雇用当地员工，深入 理解、融入并满足当地需求。中国企业纷纷出海闯市场，不但以强劲的势头推动自身品牌的国际化进 程，也为全球市场注入了新活力。 反内卷 汽车、钢铁、光伏、水泥……不同行业同在反内卷。2025年一系列政策加码整治"内卷式"竞争，引导行 业竞争从"拼价格"的低层次内卷，回归"拼技术、拼服务、拼价值"的良性轨道，从根本上修复产业生 态。相关部委、行业协会、企业纷纷采取行动。 缴社保 继京东3月起逐步为全职外卖骑手缴纳五险 ...

Core Viewpoint - The phrase "cognition is greater than fact" is often misinterpreted in the business context, leading many companies to focus excessively on marketing and branding at the expense of product quality and differentiation [5][25]. Group 1: Marketing and Cognition - The belief that "cognition is greater than fact" can lead to a marketing trap where companies prioritize branding over the actual value of their products [5][16]. - Examples like Volvo demonstrate how consistent branding can create strong associations in consumer minds, even if the underlying facts are not as clear [2][10]. - The concept of "black box business" illustrates that in certain markets, consumer judgment is heavily influenced by branding, as seen with luxury items like diamonds and high-end wines [9][10]. Group 2: Product Quality and Market Reality - In "white box business," where consumers can easily assess product quality, the reality of the product outweighs any marketing claims, as demonstrated by educational services and delivery companies [12][15]. - The case of "钟薛高" (Chongxuegao) highlights the risks of relying solely on marketing to create perceived value, as consumer backlash occurred when the product did not meet expectations [17][19]. - The comparison between Tesla and traditional luxury car brands shows that tangible product performance can disrupt established brand perceptions, emphasizing the importance of facts over marketing narratives [20][25]. Group 3: Recommendations for Businesses - Companies should maintain honesty about their products and focus on delivering quality, especially in sectors like healthcare and education where consumer evaluation is critical [23]. - Businesses must be wary of "concept inflation," as consumers become fatigued by overhyped marketing claims, making authenticity a valuable asset [24]. - A balanced approach that values both cognition and fact is essential for long-term success, as seen in companies like Apple that combine strong branding with high-quality products [24][25].

Core Points - The article highlights the daily operations and dedication of a 67-year-old woman, Liang Kuizhi, who runs a traditional ice cream shop, "Mo Yiji," in Macau, showcasing her commitment to quality and customer engagement during the recent 15th National Games [1][4][5]. Group 1: Business Operations - Liang Kuizhi has been running the ice cream shop for 30 years, preparing handmade ice cream daily, which has seen a 20% increase in sales during the National Games [4]. - The shop is located in a bustling area that has attracted more tourists recently, especially with the installation of a large electronic screen for public viewing of the games [4][5]. - The ice cream is made from fresh durian, milk, and sugar, with each durian yielding only five to six cups of ice cream, emphasizing the labor-intensive process [4][5]. Group 2: Community Engagement - Liang interacts with athletes from various provinces, sharing conversations about their hometown delicacies, which fosters a sense of community and pride [5]. - The atmosphere during the National Games has brought increased foot traffic and excitement to the area, with customers enjoying ice cream while watching the events on the big screen [4][5]. - Liang expresses pride in the games being held in the Greater Bay Area, viewing it as a personal connection to her community [5].

Core Insights - Guangdong province is leveraging its ancient trees to stimulate the green economy by integrating ecological protection with economic development through innovative mechanisms and cultural tourism [1][3]. Group 1: Ancient Tree Parks and Tourism - The establishment of ancient tree parks, such as the Hongzui Ancient Tree Park in Rinhua County, has turned into ecological and cultural tourism hotspots, attracting both locals and tourists [2][3]. - By the end of 2024, Rinhua County plans to have built 13 green ancient tree parks, which have boosted local rural tourism and the homestay industry, creating a positive cycle of "tree protection and income generation" [3]. Group 2: Economic Impact of Ancient Trees - In Denshan Village, the establishment of a professional cooperative for the cultivation of ancient olive trees has led to an annual economic benefit of over 5 million yuan through a comprehensive "planting-processing-tourism" model [4]. - The ancient lychee tree cluster in Maoming has become a significant tourist attraction, drawing nearly one million visitors annually and boosting local agricultural product sales [6]. Group 3: Cultural and Emotional Value - The ancient tree IPs in Guangdong are being utilized to create emotional resonance and immersive cultural experiences, such as the story of the ancient osmanthus tree planted by the famous poet Han Yu, which connects various cultural sites [6]. - The "Bird Paradise" in Jiangmen, based on Ba Jin's literary work, has developed ecological photography and nature education, attracting over 350,000 visitors annually, demonstrating the successful integration of protection and development [8]. Group 4: Future Development Plans - Guangdong aims to enhance the management mechanisms for ancient trees, further exploring their ecological, cultural, and tourism value to improve urban and rural green ecological quality and support ecological construction and rural revitalization [8].

Core Viewpoint - Guangdong is innovatively integrating the protection and utilization of ancient trees to activate a new engine for the green economy, promoting ecological, cultural, and industrial development [3][4][30]. Group 1: Ancient Tree Protection and Economic Development - Guangdong has over 85,000 ancient trees, and the province is exploring a model of "ecology + industry + culture" for their protection and economic development [3][4]. - The province has built 210 ancient tree parks, enhancing facilities to convert ecological resources into assets that benefit local communities [16][18]. - Ancient tree parks are becoming hotspots for eco-tourism, contributing to local economies and creating a positive cycle of "protecting trees and increasing income" [11][19]. Group 2: Economic Impact and Community Benefits - In Renhua County, the establishment of 13 green ancient tree parks has generated over 200,000 yuan annually for local communities [10][11]. - In Guangzhou's Dengshan Village, the ancient olive trees have led to the formation of a cooperative, generating over 5 million yuan annually through a full chain of "planting-processing-tourism" [24][30]. - The ancient tree economy is evolving from a single-resource reliance to a full-chain development, enhancing both ecological and economic value [30]. Group 3: Cultural Significance and Tourism - Ancient trees serve as cultural symbols, with initiatives like "one tree, one story" enhancing cultural tourism and attracting visitors [34][36]. - The ancient tree IP is being leveraged to create immersive cultural experiences, drawing tourists and fostering a sense of nostalgia [34][39]. - Guangdong aims to harmonize ancient tree protection with urban and rural development, enhancing the quality of life and ecological environment for residents [42][49].

Group 1 - The article discusses the emergence of "old brands" that exhibit arrogance and a lack of understanding towards younger consumers, leading to negative public perception and potential business decline [1][11] - Characteristics of "old brands" include a paternalistic attitude, centralized decision-making, reliance on traditional media, and a disconnect from new consumer trends [3][4][7][10] Group 2 - "Old brands" often operate under a mindset of superiority, believing they need to educate consumers rather than engage with them [4][11] - The decision-making process in these brands is often dominated by a single authoritative figure, leading to a lack of diverse perspectives and potential misjudgments [6][10] Group 3 - Many "old brands" fail to adapt to the current consumer landscape, which has shifted towards a buyer's market with diverse and personalized demands [7][10] - The article emphasizes the need for brands to adopt a service-oriented mindset, prioritizing consumer engagement and feedback over traditional marketing approaches [12][14] Group 4 - Transparency and sincerity are crucial for modern brands, as consumers increasingly reject brands that exploit information asymmetry [16][21] - Successful brands like Xiaomi demonstrate the importance of open communication and consumer involvement in decision-making processes [21][22] Group 5 - The article concludes that the downfall of "old brands" stems from their failure to evolve from a centralized, authoritative model to a decentralized, collaborative approach that values consumer input [28]

Core Insights - The Chinese ice cream market is projected to reach a scale of 183.5 billion yuan in 2024, with an expected growth to 233.4 billion yuan by 2030, indicating a stable growth trajectory and significant untapped potential [1] - The industry is witnessing a trend towards increased concentration, necessitating traditional companies to accelerate digital transformation and innovation, while new brands should focus on differentiated positioning and niche demands [1] Market Growth and Consumer Behavior - Since 2017, per capita ice cream consumption in China has been steadily increasing, reaching 3.3 kg in 2024, although it still lags behind the global average of approximately 4.8 kg [2] - The market size of the ice cream industry has consistently grown, with a forecast to surpass 200 billion yuan by 2027, driven by rising demand for leisure foods, product innovation, and improved purchasing channels [3] Regional Characteristics and Consumer Preferences - As of May 2025, there are 41,203 existing ice cream-related enterprises in China, predominantly located in East China (7,401), South China (6,646), Northeast (6,298), and Southwest (6,248), reflecting regional consumer characteristics and historical factors [3] - Over 60% of consumers prioritize reasonable pricing and brand recognition when purchasing ice cream, while 40% are influenced by attractive packaging and flavor [4] Sales Channels and Market Trends - Ice cream sales are heavily concentrated in offline channels, accounting for approximately 74.6%, with traditional supermarkets (43.1%) and convenience stores (37.3%) being the dominant sales venues [5] - The industry is evolving from a "traditional summer beverage" to a "leisure food + healthy snack" composite track, driven by deep iterations in consumer demand for health, personalization, and situational consumption [5]

Group 1 - The company Zhongxuegao Foods (Shanghai) Co., Ltd. has recently been involved in a bankruptcy liquidation case, with a hearing scheduled for November 5 at the Shanghai Third Intermediate People's Court [1] - The applicant for the bankruptcy case is Shanghai Zhenliao Trading Co., Ltd. [1] Group 2 - On September 1, the founder of Zhongxuegao, Lin Sheng, responded to the "ice cream burning without melting" incident in a video [3] - Lin Sheng stated that the ice cream involved in the incident contained 40% to nearly 50% dry matter, contrasting with typical ice cream that is 95% water, which affects how it reacts to burning [6]

Market Overview - The ice cream category has shown a downward trend in both sales and volume from 2023 to 2025, with sales index dropping from 100 in 2023 to 86.67 in 2025, and volume index decreasing from 100 to 94.18 [4][6] - The decline in sales is attributed to consumers shifting from high-priced products to lower-priced options, rather than fluctuations in price levels [4][6] Price Level and Consumer Behavior - The price index for ice cream has remained above 100 since September 2024, indicating a year-on-year increase in price levels, contrasting with the previous two years of significant price drops [6] - Despite the price recovery, the overall sales scale remains under pressure due to changes in consumer preferences and budget constraints [6][19] Brand and Market Concentration - The market concentration for ice cream has remained stable, with the top 10 groups (CR10) holding a market share of 65.5% in 2025, slightly down from 66.5% in 2023 [9] - The number of brands and groups in the ice cream category has continued to grow, indicating increased competition without significantly altering the overall market structure [11][9] Product Packaging Trends - Non-combination packs dominate the market, maintaining a share of around 95%, while combination packs account for less than 5% [13][15] - The average specifications for non-combination products have remained stable, while combination products have shown more variability, reflecting changing consumer preferences for value [17] Pricing Trends by Segment - The market is shifting towards lower-priced products, with the share of the 0-1 yuan price segment increasing from 7.67% to 9.60% from 2023 to 2025 [24] - The number of SKUs in lower price segments has expanded significantly, while high-priced segments have seen limited growth, indicating a consumer preference for value-oriented products [26] New Product Development - The number of new SKUs in the ice cream category has been declining, with non-combination products still dominating but decreasing from 309 to 225, while combination products dropped from 47 to 21 [33] - New product launches are increasingly occurring earlier in the year, allowing brands to better prepare for peak seasons [33] Competitive Landscape - The top 10 groups in the ice cream market have experienced slight declines in market share and sales, with Yili maintaining the largest share at approximately 33% despite a small decrease in sales [38][36] - The competitive dynamics among brands show that while some brands like Yili and Ice Factory are growing, others like Mengniu and Dream Dragon are facing declines in both market share and sales [41][36] Future Outlook - The ice cream category is expected to see new entrants from various sectors, as brands from other categories are increasingly launching ice cream products to capture market share [63][65] - The overall market is anticipated to continue evolving, with a focus on value and affordability as key consumer trends [61][65]