Over the past few years, “new consumption” became a buzzword embraced by both capital and media. New brands, new concepts, and new channels emerged one after another—coffee, tea, beauty, snacks, national trends, DTC models, livestream commerce—almost every sector was reinvented with a new narrative.
However, as traffic dividends faded, capital became more rational, and consumers grew more cautious, the downturn of new consumption became unavoidable. Many brands rose quickly, only to disappear just as fast. So after the tide recedes, what truly remains?
1. Not “New,” but “Real”
In the early stage, new consumption competed on novelty—new concepts, packaging, and storytelling. After the boom, what remains are brands built on authenticity.
Authentic product quality, real user value, and genuine problem-solving. Consumers are no longer easily persuaded by buzzwords or emotional narratives. Instead, they ask simple questions: Does it work? Is it worth the price? Would I buy it again?
When marketing filters fade, the product itself returns to center stage.
2. Not Traffic, but Efficiency
During the boom, traffic was seen as a universal solution. Advertising, influencers, and livestreams could rapidly drive scale. But buying traffic for growth is essentially paying to buy time.
Brands that survive the downturn focus on efficiency:
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Long-term customer value
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Supply chain and inventory turnover
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A healthy balance between acquisition cost and repeat purchases
The shift from “growing fast” to “growing sustainably” marks a clear dividing line.
3. Not Brand Stories, but Brand Trust
Storytelling was once a required skill for new consumer brands. But after countless polished narratives, trust has become scarce.
Brands that remain often do something seemingly unsophisticated: they consistently deliver on promises.
No exaggeration, no concept abuse, no short-term exploitation of users. Trust is built through stable quality, clear positioning, and long-term consistency.
Trust is not created by a funding round, but by years of reliable performance.
4. Not the Illusion of Scale, but a Sustainable Business
At the peak, many brands were dazzled by scale—GMV, store count, exposure—while profitability remained unclear.
After the downturn, survivors are those who recognized early that business is not about looking big, but about staying alive. Healthy margins, controlled expansion, and clear cost structures once again define strong brands.
5. Not Timing, but Fundamentals
When external conditions are no longer favorable, fundamentals determine survival:
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Deep understanding of users
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Patient product refinement
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Respect for industry cycles
The decline of new consumption does not mean opportunities are gone. It means speculation has ended, and long-term value creation has begun.
Conclusion
Every consumption wave eliminates some brands and leaves others behind. After the new consumption boom fades, what remains are not the best storytellers, but the most reliable builders—not the fastest runners, but those with the steadiest direction.
When the noise fades, real value finally becomes visible.