---
title: "Who Says New Consumption Is Dead? Here Are the Latest 22 Trends You Must Know!"
description: "The author argues that new consumption is not failing but evolving, and that brand building differs from mere selling. He outlines 22 trends, emphasizing the shift from functional to emotional products, the importance of offline channels, and the need for genuine user understanding."
author: "龙猫君"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2021-10-15"
language: "en"
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# Who Says New Consumption Is Dead? Here Are the Latest 22 Trends You Must Know!

> The author argues that new consumption is not failing but evolving, and that brand building differs from mere selling. He outlines 22 trends, emphasizing the shift from functional to emotional products, the importance of offline channels, and the need for genuine user understanding.

Source: New Consumption Think Tank (ID: cychuangye) Author: Long Maojun
New Consumption Guide
**It's been a while since I last published industry trends, but recently I've seen a bunch of correct nonsense, and I don't like it.**
**Because many people always confuse building a brand with the business of selling goods through KOLs, influencers, and traffic tactics. In my view, building a brand and selling goods are fundamentally different businesses with different logic. I'm writing down my recent thoughts on new consumption, hoping to clarify and correct the record.**
**About the nonsense that new consumption is dead**
1. There's no such thing as new consumption being dead. Any new industry will have bubbles and spillover effects. When the industry is booming, many people enter; when there are too many players, competition intensifies. This is normal. **If an industry doesn't have enough players, either it's not accessible to everyone, or it's barren land.**
2. No country can have too many leading brands, so in market competition, someone will be first, someone second. It's irresponsible to discuss a topic without purpose or precise definition.
3. New consumption will not only not fail, it will get better in the future. There's no so-called second half. Good companies and products still need a long time to be tested; it's definitely not a matter of burning money for a year or two to finish the battle. Thinking that the consumer goods industry will rise as quickly as the internet industry shows a lack of deep understanding of industry laws. A truly great brand needs an average of 10 to 20 years of long-term testing.
**About new opportunities in new consumption**
4. Brands that are purely on Tmall or purely on Tmall and Douyin are not real brands and cannot be real brands. A good brand must be more widely remembered and seen by users. Under the logic of traffic algorithms, it's goods finding users, not users finding brands. This is a reversal of the correct order.
5. Those who say new consumption is dead are essentially using pure traffic logic and traffic thinking, a mindset from e-commerce on Taobao. They only understand brand as selling goods, and they will eventually hit a wall.
6. Any business logic can be simply understood as selling things and getting users to come back and buy again. Most new brand products seem to only solve the problem of selling things, but they don't care whether users come back to buy again. After all, they think as long as they sell, they can get VCs to continue investing.
7. Many people don't care about users at all, nor about products, or they just take user research for granted. Today, Wang Jianguo's company went public, telling a good story. You think you understand users, but you don't. Or your so-called understanding of users is just big talk for VCs.
8. Regarding understanding users and products, many founders of consumer goods have very poor granularity. They don't know the how or the why. When others talk about new middle class, you also talk about new middle class. Your granularity of user research, besides knowing the user is new middle class, has money, can afford my product, and the market is big, you can't say anything more insightful. You say you value users, but your ability to research users is not as deep as mine.
9. They love to create categories arbitrarily, not respecting the laws of users and categories. Some categories can't even explain what they are. Some things become popular without knowing why. If you're an involution brand, who else would be involuted but you?
10. User model, user model. After all these years of talking about user model, do you really care about users? Your heart is in the money, only wanting to deceive investors round after round. Of course, your new consumption is dead. You talk about ideals, but in your heart, it's all business.
11. Okay, enough scolding. Let me say something truly useful. **Online categories are indeed involuted to the limit, but the much larger offline channel war is just beginning.**
12. The era of useful products is over; the era of useless products has just begun. Those who do Taobao and traffic mostly only know how to make products that are useful to users, but they can't understand products that are useless to users.
13. What is a useful product? It's a necessity. The era of necessities is basically over. The next step is useless, non-essential, beautiful era products.
14. The era of functional products is over; the era of social currency, emotional attributes, and experience economy has just begun.
15. All brands in Chinese commercial complexes need to be redone, or rather, the redoing of all offline businesses has just begun. If you understand this, go look offline more. Don't just stare at Douyin and Xiaohongshu. Don't think doing business is just pushing notes on Xiaohongshu.
16. There are really not many brands in China that can do content well, and I haven't seen any that can do users well. Most are fake user operations. What you do is more like user marketing, because you only look at ROI ratios.
17. Many people can't clearly explain the essence of a brand. Why do users need a brand? Is a brand made? Please think about these three questions I've raised.
**18. Why do users buy you? Why don't they buy others? Can the empty phrase 'our product is good' explain it? If you don't understand why users buy, your product won't have repurchase.**
19. Can you say who you are in one sentence? Many people like to be grandiose, like 'I'm an expert in XX.' Who knows you're an expert? Who can prove it? Anyone can self-promote. Can you clearly tell users who you are and why they should buy you in 7 seconds? Many products, I give them 30 minutes and they can't explain it. So why should you win?
20. The era of super explosive products is coming back. In the era of gradually oversupplied online products, average good products slowly lose their survival value. 90 points is good, 100 points is good to have value. But most people make a 50-point product and think it's 80 points, and think most people don't know quality. **Sorry, in today's era, there's no such thing as 'good wine needs no bush.'**
21. So many pseudo-experts talk about how to fight in new consumption, but it's better to spend time figuring out the problems I mentioned above. Once you understand these, KOL cooperation and influencer cooperation are just tactics. Truly good products speak for themselves. No matter how much you talk, in the era of word-of-mouth, one user who sincerely loves you is worth more than 100 Xiaohongshu posts. Most people, to put it bluntly, with such ordinary products, who gave you the confidence to think you're Steve Jobs?
22. Today I learned about a company with annual revenue of 1 billion yuan and profit of 500 million. I wanted to order their product within 5 seconds. Why? Because the users are easy to find, the target is clear, and the problem solved is clear. Don't talk about big principles. Just try to see if your company's employees use your product every day. If not, then don't tell me you have a good product.
**Are you "watching" me?**


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