新消费研究之本轮新消费品牌“新”在何处

Summary of Key Points from the Conference Call Industry Overview - The new consumption brands are concentrated in traditional sectors such as personal care, household cleaning, and gold jewelry, which generally exhibit moderate growth. However, these brands demonstrate strong alpha characteristics, achieving high growth under weak beta effects [1][2][3] - The current economic environment has shifted consumer preferences towards products and services that meet basic needs, favoring new consumption brands that address pain points and provide emotional or practical value [4][5] Core Insights and Arguments - The current wave of "new quality consumption" is characterized by rapid revenue growth alongside profitability, driven by product positioning upgrades that enhance quality, emotional value, or address consumer pain points [2][5][8] - Traditional sectors like personal care and gold jewelry still have significant growth potential, particularly as e-commerce penetration rates increase. Companies that transition from traditional distribution logic to product-driven strategies are more likely to succeed [6][7] - New consumption companies such as Pop Mart and Miniso have shown performance that significantly exceeds market expectations, leading to valuation premiums due to their strong growth and scarcity in the market [9][10] Market Trends and Consumer Behavior - The current economic environment has not shown significant improvement, leading consumers to prefer products that fulfill basic needs. This trend suggests that new consumption brands may continue to perform well if the economic situation remains unchanged [4][11] - There is a notable shift in consumer behavior, with a greater emphasis on product quality and value for money, moving away from blind pursuit of high brand premiums. Companies must focus on product upgrades to meet these evolving consumer demands [10][12] Unique Characteristics of New Quality Consumption - New quality consumption brands are not new entrants but established companies with strong consumer recognition, often with over 20 years of history [5][10] - These brands leverage e-commerce, internet, and content marketing to achieve rapid market penetration while maintaining profitability, unlike many companies in the previous consumption wave that operated at a loss [5][8] Investment Implications - The current market environment favors companies with strong growth potential and scarcity, as these firms are more likely to attract investor interest. Their performance and valuation dynamics are expected to continue to support stock prices [11][21] - The competitive landscape in traditional sectors is tightening, allowing companies like Dengkang Oral Care to rapidly gain market share through innovative products and effective e-commerce strategies [17][23] Noteworthy Companies and Performance - In the beauty sector, brands like Perfect Diary and domestic brands are showing strong growth, while traditional international brands are losing market share [19][24] - In the gold jewelry sector, companies such as Chaohongji and Mankalon are experiencing robust growth by integrating emotional value into their products, leading to a shift in their valuation models [26] Conclusion - The new consumption trend is expected to persist, with a focus on individual company performance rather than broad sector recovery. Companies with established brands and innovative product offerings are likely to see continued success in the evolving market landscape [15][21][16]