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重磅报告 | 2023年度中国新消费白皮书

广告门会员 2024-04-10
关注推荐 取消
梁玟玟 自由撰稿人 关注
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今天,已经没有人会怀疑一个中国新消费品牌所能够释放出的势能有多么惊人。成立于2017年的瑞幸咖啡如今成为了许多人咖啡消费的第一选择,2023年它与茅台联名推出的酱香拿铁成为了消费领域难得一见的现象级爆品。以“蔚小理”为代表的造车新势力已经遍布各大城市街头,并已然撼动了欧美日韩的传统车企的地位。



在去年双11,年轻的中国新消费品牌们也取得了优异成绩。例如创立于2016年的蕉内拿下了内衣店铺销售榜榜首,而位居第二的是同样2016年才成立的ubras。在小家电品牌销量榜上,2017年才成立的追觅位居第三,紧随其后的是2018年从科沃斯中诞生的添可。在彩妆品牌销售榜上, 2014年才成立的彩棠名次位居行业第二,仅次于YSL;2017年成立的花西子,虽然2023年9月因李佳琦直播事件而陷入争议,但依旧站上了销量第九的位置——在2023年的618大促,花西子曾是天猫和抖音彩妆类目双冠。

近年来,中国经济的快速发展以及社会建设的繁荣推进使人们对美好生活不断提出新的要求。2014年,伴随着人们“消费升级”热潮兴起,大量新品牌诞生,它们用新的消费理念重塑市场格局,给消费者带来全新体验。时代给了品牌发展的机遇。短短几年,我们见证了许多品牌崭露头角,站上行业头部位置。但同时也必须看到,一些品牌在快速成长崛起之后,因没有夯实基础盲目冒进而出现阵痛。

带着光环出生的新消费品牌无疑是具备充分的成长空间,足以站上世界舞台的。但如何发挥优势、扬长避短,让自己从爆红走向长红,新消费品牌显然还有许多功课需要学习。同时,我们也必须看到,为了提供更好孕育消费品牌成长的土壤,各地政府在城市建设、营商环境上也要不断跟上新时代企业成长的新步伐。

基于此,本报告从品牌、产业、人群以及城市发展等多个维度,洞悉梳理新消费品牌的崛起脉络与提升方向,助力中国新消费品牌健康成长。

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《2023中国新消费品牌白皮书》_02.jpg



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标签: 中国新消费 消费趋势洞察 消费者洞察 数据报告 年终总结
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