In recent years, domestic large-scale consumer sectors have been favored frequently, and some consumer enterprises have become "capital darlings" overnight. Where is the charm of big consumption in the investment field that needs long-term perspective to judge value?
After the short-term shock, the big consumption sector is still optimistic.
The big consumption sector has always been considered as a strong growth sector. Judging from Buffett's long-term investment logic, consumption and finance have always been his favorite areas.
Looking at China again, according to the data released by the National Bureau of Statistics, the total retail sales of social consumer goods in May was 3,354.7 billion yuan, down 6.7% year-on-year, and the decline was 4.4 percentage points narrower than that in April.
The positive development of economic data has also led to a rebound in investment expectations in the field of large consumption. After experiencing the short-term shock of the big consumption market at the beginning of the year, the recent research reports of many securities institutions are also optimistic about big consumption.
For example, according to the recent report of Guo Jin Securities, the profit of large consumption has improved, and the market outlook is promising. It is mentioned that the prosperity of some consumer goods has warmed up for the subsequent Mid-Autumn Festival, National Day and other peak consumption seasons, forming a profit support for the big consumer sector.
Guoyuan Securities also mentioned in the report that the sinking market is vast and the potential consumption scale is considerable. In addition, Guoyuan Securities mentioned that many "channel giants" have accelerated the layout of the sinking market.
What do these capital darlings have in common?
Faced with the favor of investment institutions, many popular brands have been born in the field of big consumption.
Throughout the "6 18 cycle", the live broadcast room of "Oriental Selection" on Tik Tok platform was bursting. This live broadcast platform of New Oriental Online has reached tens of millions of fans in a short time with its "bilingual" live broadcast.
Some people are popular because of the anchor, while others are famous for their investment. Momo Dim Sum Bureau attracted investment from Yuan Jing capital, tomato capital and today's capital from 2020 to 20021year. In September, 20021year, Momo Dim Sum Bureau received several hundred million yuan of financing from Meituan Longzhu Capital. Today's capital, Xin Xu, is an "investment queen" with an eye for JD.COM. COM”。
In Henan, local enterprises such as Cookware Food Exchange and Wei Long Food are also favored by first-line investment institutions.
There is often a set of investment logic behind investment behavior. What elements and * * * commonalities do consumer projects need to see?
Xu Xiangang, the relevant person in charge of Admiralty Rong Hui Science and Technology Life Fund, believes that the most important thing for consumption projects is to form their own core profit model, and in this process, they should constantly cultivate their core competitiveness.
According to Bao, a senior expert in new retail and an expert in market engineering in thousands of towns and villages of the Ministry of Commerce, the most important thing for capital now is whether this model has innovation and whether it has development potential in the future through innovation.
The big consumption field of "the road is near and easy to go"
Hard technology and large consumption are the hot spots of investment in recent years.
Investment in hard technology often needs to understand the development context of the whole industry and the position of the project in the industry. When some investment institutions set foot in the industry, they need to rely on industry experts to make judgments or cooperate with some industrial capitals. Therefore, the understanding of the industry to which hard technology belongs also determines the investment threshold of hard technology.
Compared with the "Chun Xue" hard technology, it is "friendly" in the big consumption field that people live in.
He believes that the penetration rate of some categories in first-and second-tier cities is already comparable to that of developed countries. This category will develop in the direction of refinement, personalization and independence, and the resulting subdivision category will bring new opportunities for brand development.
In addition, Xu Xiangang said that China is currently in the stage of transformation from a big consumer country to a strong consumer country. In the past, China had relatively strong basic capabilities in consumption, including infrastructure, information network, logistics and manufacturing capabilities. "With the enhancement of brand awareness of domestic enterprises, the rise of China brand has become irresistible." He cited an example that some products in Guo Chao have been recognized by emerging consumers. As consumer brands become stronger and bigger, there will be more room in the future.
What are the advantages of developing large consumption in Henan?
It is not difficult to see that many enterprises in Henan have been favored in the field of large consumption in recent years.
"From my observation in recent years, the innovative spirit of some enterprises in Henan is still very sufficient, and it is very important to make some new model changes continuously." Bao said:
For example, according to the survey data of Tianyan, the food exchange in the pot circle received D+ round financing in August, 20021,and well-known consumer brands such as Wei Long and Mixue Ice City were blessed by well-known investment institutions. In terms of listed companies, Shuanghui, I miss you so much, Zhongjing Food and other companies are also constantly extending their reach and upgrading their brands.
What are the advantages of Henan as a favored area in the field of consumption?
Some insiders believe that Henan has a large population and is originally a big consumer market. A consumer brand was born in Henan, and the population became the survival foundation of a start-up consumer brand. Henan, located in the Central Plains, has obvious geographical advantages and has become a transportation hub for expressway, railways, high-speed rail and aviation. The advantages of logistics can also make Henan's brands more easily radiate across the country.
As a big agricultural province, Henan has the environment and soil at the product end of the consumption field. Song, vice president of Beijing Normal University Government Management Research Institute and director of Industrial Economic Research Center, believes that Henan has built a good industrial chain and supply chain, which has played a great supporting role in consumption.
Others believe that the traditional consumption field relying on the industrial base is still the "natural advantage" of Henan.
Rebecca, director and general manager of Sanying (Beijing) Investment Consulting Co., Ltd., believes that some traditional consumer goods are the entry point for Henan's investment in large consumption areas. The heat wave of new consumption will push the market and capital market into a bubble with the relationship between supply and demand, but traditional consumption has a good consumption track business model and just-needed elements across the cycle.
Internship Editor Shan Tianrui