More stable after the "wind"
New consumer brands have sprung up in recent years.
With the emergence of new consumer brands such as Chayanyuese, Wenheyou, and Momo Dim Sum Bureau, Changsha has become famous in the new consumer industry and has become popular all over the country. In 2021, the financing of Changsha's new consumption track will show a blowout growth. The financing amount in the first half of the year alone will reach 23.65 billion yuan, which is equivalent to 68% of the total amount of Changsha's new consumption financing in the past five years, far exceeding 2020.
However, after the heat wave of new consumption entered the second half of 2021, it began to show signs of cooling with the decline in the number of investments and the amount of financing; entering 2022, the new consumer market in Changsha has cooled significantly.
"The popularity was too high before. After the precipitation of the market, investors and consumers have gradually become more rational." Industry insiders believe that after the rapid development of new consumer companies, the market competition has become increasingly fierce, and the speed of product innovation has slowed down. , the product quality system is not perfect enough, and the freshness of consumers is gradually reduced.
In addition, the new crown pneumonia epidemic has further exacerbated the uncertainty of the external environment, and the flow of people and logistics has been greatly restricted, making it impossible for new consumer brands to gain more exposure, which is also one of the reasons for the cold.
The market is not short of new tracks, and new consumption is not short of new ideas.
What should Changsha do after the market boom dissipates and returns to rationality?
How do new consumer companies go through the wind and maintain the sustainable development of their brands?
In the post-epidemic era, new consumption is facing a new round of upgrades.
While optimizing and enhancing the brand, we should also improve the products and services that really promote consumption upgrades.
On the one hand, optimize software and hardware facilities, and create different new consumption scenarios to tap consumption potential according to the company's own attributes.
For example, in the camping scenario, companies can develop related peripheral products and services; homestay brands and new energy brands can hold theme activities to create new consumption scenarios, etc., to obtain opportunities for brand growth from the market stock of consumption scenarios and continue to improve. new consumption purchasing power.
On the other hand, focusing on consumer demand, optimize the supply content and structure, and through the combination of multiple brands, multiple shopping malls and even multiple neighborhoods, learn from each other's strengths and complement each other, promote the economic agglomeration of the first store and the first launch, jointly expand the market, and continuously strengthen the purchasing power of new consumption.
New consumption is a four-in-one, and the government, enterprises, market and society are indispensable.
Only when the four-in-one framework works together can the new consumption potential be best released.
In February this year, Changsha issued the "Implementation Opinions on Creating an International Consumption Center City", which clearly stated that by 2026, a core business district with international influence of 100 billion yuan and more than 10 key points of 10 billion yuan should be cultivated and formed. business district, etc.
As a gathering place for new consumer brands in Changsha, Tianxin District can prepare development plans, introduce special policies, increase attraction, build service companies, create new consumption scenarios, hold brand activities, strengthen talent cultivation, and establish new consumer alliances. Strengthen the service and policy support for new consumer enterprises, and guide new consumer enterprises to walk through the wind and move forward steadily in the process of helping Changsha to build an international consumption center city in multiple directions.
Xie Yao