“People, goods and markets” continue to evolve and upgrade, paying attention to new people, new channels and new brands
In 2021, affected by the repeated epidemic and other factors, social consumption and retail business recovered in twists and turns. In the post epidemic era, the intergenerational changes of population and the changes of channel form promote the continuous evolution and upgrading of “people, goods and markets” in the retail industry, and new people, new channels and new brands bring new opportunities to the retail industry. (1) People: on the one hand, the new generation has become the main force of consumption, driving the vigorous development of new consumption such as lazy house economy and selfie economy. The “Internet Aboriginal” attribute also promotes the rise of live broadcasting, goods, interest e-commerce and other formats. On the other hand, benefiting from the awakening of consumption will and the improvement of consumption ability of low-level residents, the consumption potential of the sinking market is gradually emerging. (2) Field: with the change of users’ habit of obtaining information from graphic to video, the short video format has developed rapidly, which has significantly diverted the traditional e-commerce platform after developing e-commerce business; On the other hand, after the “Weiya tax evasion incident”, the people with goods on the head are subject to more supervision. The brand self broadcast with high exposure, high transformation and high-income advantages is expected to relay the live broadcast of e-commerce in the second half. (3) Goods: driven by the identity and personality expression needs of the new generation of consumers, the track differentiation gives birth to new brand development opportunities and accelerates the breakthrough and rise of new brands; National self-confidence drives the “national tide”, empowers new and old brands to create popular models and further form brand precipitation; At the same time, the supply side DTC mode directly faces the empowerment of consumers, helps the brand get through the “people, goods and market”, and realizes the closed loop of production and marketing and the improvement of business efficiency. We believe that for retail enterprises, new people, new brands and new channel changes have given new development opportunities. Improving efficiency around “people, goods and market” is still the core competitive strategy and development direction of retail enterprises in the future.
Industry Keywords: interconnection, subway convenience store, SPEs Peisi, membership card refund, natural boundlessness, etc
[interconnected] Kwai has made strategic cooperation with the US mission.
[subway convenience store] Rosen has opened 35 convenience stores on the Beijing subway.
[SPEs SPEs] SPEs SPEs, a scientific research head care brand, has completed a financing of nearly 200 million yuan.
[member card refund] Sam’s club was exposed and targeted products from Xinjiang were taken off the shelves, causing a tide of member card refund.
[boundless nature] the essential oil skin care brand “boundless nature” completed Angel round financing.
Plate Market Review
In 2021, the retail sector (trade retail index) closed at 3085.07 points, with the industry falling 3.04% in the whole year, 9.64 percentage points lower than the Shanghai Composite Index (up 6.60% in the whole year), ranking 23rd among 31 primary industries. Throughout the year, trade and brand cosmetics performed better in each retail segment. In terms of individual stocks, Hangzhou Lianluo Interactive Information Technology Co.Ltd(002280) (+ 237.9%), * ST Mall (+ 227.7%) and Telling Telecommunication Holding Co.Ltd(000829) (+ 185.1%) had the highest growth in 2021.
Investment suggestion: focus on the beauty economy, emerging e-commerce and gold jewelry sectors
Investment main line 1 (face value economy): focus on recommending domestic beauty products leader Proya Cosmetics Co.Ltd(603605) , medical beauty products leader Imeik Technology Development Co.Ltd(300896) , whole industry chain layout Bloomage Biotechnology Corporation Limited(688363) , sensitive muscle repair leader Yunnan Botanee Bio-Technology Group Co.Ltd(300957) ;
Investment main line 2 (e-commerce new retail): sink the market, pay attention to the development of community group buying in winter, and benefit the target meituan; Cross border e-commerce highlights Xiamen Jihong Technology Co.Ltd(002803) ;
Investment main line 3 (gold jewelry): focus on the gold jewelry sector with sustained high prosperity, and focus on recommending Chow Tai Seng Jewellery Company Limited(002867) (multi-faceted empowerment of provincial generation model), benefiting the targets of Chow Tai Fook and Guangdong Chj Industry Co.Ltd(002345) .
Risk tips: macroeconomic risks, repeated epidemics, intensified industry competition, etc.
