Value Chain Analysis of China's New Consumer Brands: Core Characteristics, Competitive Advantages, and Challenges Yingjun Luo
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v6i2.3975
Abstract
Through comparative analysis of representative brands and empirical regression analysis with significance testing, this study validates the strategic advantages of these brands in digital transformation, scenario-based consumption models, and economies of scale. The results demonstrate that first-mover market advantages enable new consumer brands to establish barriers rooted in consumer habits. However, they concurrently face critical challenges, including lack of diversity in sales channels, undifferentiated marketing strategies, and unsustainable user experience. This research provides theoretical foundations and practical recommendations for the sustainable development of new consumer brands and related industries, with a focus on digital infrastructure development, brand scenario optimization, and urban functional upgrading.
Keywords
new consumption, brand value chain, scene construction
Full Text
PDF - Viewed/Downloaded: 0 TimesReferences
[1] Wang Hua. New consumption: definition, market trend and policy support [J]. Economic Management, 2025,2(17):33-40.
[2] Kotler, P., & Keller, K. L. Marketing Management[M]. 15th Edition. Pearson Education, 2016.
[3] Zhang Wei, Li Qiang. (2021). The Rise of New Consumption: Digital Revolution. Consumer Research, 45(3),123-145.
[4] Zhang Wei and Liu Rui. (2023). Scene Construction and Consumer Experience. Business Research, 120,456-468.
[5] Zhou Lin, Wang Jie. (2021). Channel Competition of New Consumer Brands. Retail Science, 97(1),78-92.
[2] Kotler, P., & Keller, K. L. Marketing Management[M]. 15th Edition. Pearson Education, 2016.
[3] Zhang Wei, Li Qiang. (2021). The Rise of New Consumption: Digital Revolution. Consumer Research, 45(3),123-145.
[4] Zhang Wei and Liu Rui. (2023). Scene Construction and Consumer Experience. Business Research, 120,456-468.
[5] Zhou Lin, Wang Jie. (2021). Channel Competition of New Consumer Brands. Retail Science, 97(1),78-92.
Copyright © 2025 Yingjun Luo

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License