On one side is the daily limit of Winter Olympics concept stocks, and on the other side is the growth dilemma of new domestic brands. On February 9, some media reported that HEYTEA's large-scale layoffs involved 30% of its employees, and Fax List HEYTEA quickly responded to the rumors. Another Nia Xu's tea in the new tea drinking track has been losing money for four consecutive years. In addition to Hi Tea and Nixie, the perfect diary of the makeup track is also quite difficult.
The financial report data shows that the company's revenue in the first half of 21 was 3.9 billion, with a net loss of 700 million. In addition, a new consumer beverage brand also encountered huge pressure from first-line brands such as Coca-Cola in CS Fax List and KA channels in 2021. Judging from the growth dilemma of new domestic products, various realities show that the environment facing new consumer brands seems to be undergoing new changes: Consumption expectations have fallen, and new consumption will inevitably compete in the Red Sea From a macro point of view, on the one hand, the consumption expectations of the whole society are declining.
For consumer brands, the next competition is the real red ocean competition: not only the competition of new consumer brands in the same industry, but also the competition of international big brands. Under an obvious trend, international brands such as Coca-Cola, L'Oréal, Nestle, etc. are "putting down their stature" to go deep into the segmented Fax List fields to compete with domestic brands. Whether it is in distribution channels or marketing, new consumer brands are still in the growth stage, and their strength is not yet strong. Solid, it is difficult to have a new competitive advantage. In addition, the new traffic that new consumer brands rely on is becoming more “universal.”