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

Yingjun Luo

Expert Committee for Digital Government Reform and Construction of Guangdong Province; Investment Promotion Center of Chang'an Town, Dongguan, Guangdong, China

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

References

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Copyright © 2025 Yingjun Luo

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