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As Young People Increasingly Prioritize Health, Is Light Food a Real Demand or a Fake Trend?
From coffee to milk tea, fruit drinks, and low-fat light food, the trends driven by young people's appetites come one after another. The landscape of categories changes constantly, but the one thing that remains unchanged is the continuous growth of market scale. Data from food delivery platforms show that since before 2015, light food has become a popular category, with order growth rates reaching 16 times the same period, 5.3 times the growth rate of the overall delivery market. By 2017, order volume increased by over 123.55% compared to the same period last year, and the number of consumers grew 5 to 6 times, reaching a peak, but then it sharply declined and entered a trough. From a certain perspective...
百里High-Potential New Consumer Leaders: None Compete on Cost-Performance
In recent years, consumption upgrading has been strong, with new consumer tracks such as new tea drinks, new snacks, and new toys producing one delightful brand after another, like Heytea, Naixue, Zhong Xue Gao, Genki Forest, and Pop Mart. Looking at these companies, it's clear that the leading ones all enjoy significant brand premiums. Many industry insiders say, 'New consumption upgrading is not about selling cheap goods at higher prices, but selling them in a more premium way.' Many companies habitually price based on value, believing that good products can be sold at higher prices. However, in classic marketing theory, customers judge value by price, thinking that expensive means good. So how to give products more perceived value without being accused of 'ripping off' consumers has become the key to success for new consumer companies.
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