CBNData：中国新消费品牌2023年1-2月观察报告+22页_1mb

Economic recovery in China saw a significant rebound in January and February of 2023, following the easing of COVID-19 restrictions, which helped lift consumer confidence and spending across various sectors. The report highlights that fast-moving consumer goods (FMCG) categories, including food, beverage, cosmetics, and apparel, experienced robust growth, with durable goods showing steady recovery in areas like furniture and home appliances.

Key trends observed include the resurgence of seasonal products driven by the "spring economy," such as gift boxes for holidays, sun protection clothing sales booming due to weather changes and health awareness, and increased outdoor activities like camping and hiking, which saw significant engagement on social media. Marketing strategies have shifted towards leveraging celebrity endorsements, with a notable rise in collaborations involving young generations like the 95ers, and brands focusing on innovative product launches, such as functional coffee and hard-sun protection items.

Offline channel expansion was evident, particularly in the food and beverage industry, with new store openings in tea drinks and casual dining, while online sales dynamics showed mixed results but overall improvement in certain categories like cosmetics and apparel. Investment activity remained strong, with startups in specialty coffee areas receiving funding, and consumer sentiment remains positive, especially among higher-income groups.

In summary, the period marked a recovery phase for Chinese new consumption brands, characterized by strong digital engagement, strategic marketing efforts, and a shift in consumer preferences towards experiential and health-focused products.