The "FUTURE 2024" New Consumer Power Research has officially been launched.

"When the tide goes out, we know who is swimming naked." This famous quote by Buffett is not only applicable to the investment market but also to the current mass consumption.

Just three or four years after the upsurge in new consumption investment and financing, the market has undergone earth-shattering changes: Against the backdrop of tightened IPOs, being acquired by a good buyer has become a new way for entrepreneurs to "reach the shore". Meanwhile, a group of entrepreneurs have been triggered to repurchase agreements due to their failure to meet growth targets.

Growth is the most precious resource in the market. From January to August 2024, the total retail sales of consumer goods reached 31.25 trillion yuan, with a year-on-year increase of 3.4%. Among them, the retail sales of goods were 27.75 trillion yuan, an increase of 3.0%; and the catering revenue was 3.50 trillion yuan, an increase of 6.6%.

Behind the limited growth, there is a cruel fact that not only the category performance is differentiating more rapidly, but also the competition among brands in the same industry has entered a white-hot stage.

Among them, "cost performance" has become a new consensus in the industry. In the past 618 shopping festival, it is no longer the traditional "routines" such as full discounts and presales. Everything is simplified, and only low prices and cost performance are competing. In addition, the Double Eleven shopping festival that has been gradually launched will obviously continue to strengthen this impression.

However, there are still a group of new and old brands that are shining in their respective tracks in the complex present: Laopu Gold, which focuses on high-end ancient methods and original design, has seen its market value triple in more than three months after listing on the Hong Kong Stock Exchange; With a dish of fried pork with chili peppers, Fei Da Chu continues to be the "queuing king" in the shopping malls; With IP design, Pop Mart and MINISO have become popular overseas. Taking the oriental tea route, Bawang Tea Ji has rapidly risen in the tea beverage market with numerous giants... and so on.

Although people are accustomed to summarizing methodologies, the most complex aspect of the consumer market is that their success cannot be summarized by simple model innovation. In other words, winning the market is not about doing one thing right, but doing several things right. What remains unchanged is that high-quality supply is always scarce.

No matter how the market fluctuates, there will always be long-term players who can catch big fish. Based on the optimistic outlook for the long-term development of the consumer market, 36Kr Future Consumption has specially launched the "FUTURE 2024 New Consumption Power Research" in the hope of helping more high-quality brands to move towards a larger stage.