Capital markets are always keen to capture new scenes in the field of consumption. Recently, the Comefly Outdoor Co.Ltd(603908) share price of tent stock has soared, making more people pay attention to the new consumption mode of outdoor camping. Market participants said that most of the new consumption formats are blue ocean tracks, which have the characteristics of large market space and low industry concentration, which is conducive to the rapid growth of leading companies and become a fertile land for breeding bull stocks.
breakdown of new consumer bull stocks
On April 20, Comefly Outdoor Co.Ltd(603908) rose by 1.21%, with a cumulative increase of 76.04% since April 6. Outdoor camping is the catalyst for its surge. Tmall data show that from 2020 to 2021, the consumption of camping supplies maintained a double growth rate for two consecutive years.
In recent years, new consumption has frequently spawned Big Bull stocks, which can be divided into three categories: the first category is the change of some consumption habits under the background of the epidemic. Since this year, new consumption concepts such as prefabricated dishes and community group purchase have been sought after by the market. In the first two years, new consumption concepts such as sweeping Siasun Robot&Automation Co.Ltd(300024) , pre blending and so on gave birth to big bull stocks such as Ecovacs Robotics Co.Ltd(603486) , Shanghai Bairun Investment Holding Group Co.Ltd(002568) and so on.
The second category is the new consumer demand generated by generation Z. The core consumption concept of generation Z is “to please themselves”. Its consumption is not only satisfied with the basic functional needs, but also pays more attention to emotional experience and pursues consumer goods in line with its own “human design”.
Bubble mart and hellens in Hong Kong stocks are representative. The former marketing model effectively hits the circle culture of generation Z, and the latter is currently the largest offline chain pub in China that provides young people with friends and gatherings. Among a shares, beauty stocks represented by Yunnan Botanee Bio-Technology Group Co.Ltd(300957) also benefited from the new consumer demand of generation Z.
The third category is the demand created by consumption upgrading, such as hair transplant, sugar substitute, tax exemption and so on. Consumption upgrading has been an important investment logic of A-Shares for many years, mainly focusing on the personalization and quality direction of first and second tier cities and the sinking market represented by other cities and rural areas.
three main lines Nuggets
The continuous emergence of new consumption scenarios and formats has become a development opportunity and growth outlet for China’s large consumption industry. In the view of insiders, the rapid development of new consumption is inseparable from the strong support of industrial policies on the one hand, and the bottom changes of “people, goods and market” on the other hand lay the foundation for the take-off of new consumption.
\u3000\u3000 “People: the improvement of consumption power drives residents to give higher weight to the needs of the upper class, with generation Z and the new middle class as the pioneers. Goods: China’s manufacturing industry is the world’s leading competitiveness, has reached the stage of branding and platform realization of manufacturing capacity, and product development has turned to demand driven. Market: trading market, online is the biggest change in recent ten years; information field, graphic content has advanced to short video and live broadcast; 5g infrastructure and cloud computing have been implemented as consumer applications Open up your imagination. ” Sinolink Securities Co.Ltd(600109) analyst Li Jinglei said.
Li Jinglei said that new consumer categories can be mined from three main lines. The first is emotional goods, which can carry the needs of residents from simple material satisfaction to experience and emotional value. At present, it is generally still in the stage of introduction or growth; The second is the new rigid demand. With the improvement of the quality of life, the category that can move from optional to mandatory and accepted by more users is expected to have a higher ceiling in the medium and long term; The last is standardization. The improvement of infrastructure, manufacturing capacity and labor quality reduce the difficulty of large-scale supply. It is expected that this category has a higher probability of breeding large-scale companies.
Southwest Securities Co.Ltd(600369) analyst Ye Fan suggested paying attention to virtual reality entertainment and scene entertainment in experiential entertainment consumption, virtual idols and knowledge payment in entertainment industry, medical beauty, beauty care and fitness in life service industry.
