2022 retail industry strategy: three strategies for consumer goods gold digging (in depth)

2021 Investment ideas for consumer industry in ： Focus on brands and upstream supply chains . Yu brand , We believe that the rise of national brands is the future of China's consumer goods industry 5~10 The general trend of , Some domestic brands understand new channels such as e-commerce 、 Insight into consumer needs 、 It shows obvious advantages in controlling the direction of product upgrading , It is suggested to focus on .

In the supply chain , China has a highly qualified working population , Complete production process , Efficient operation mechanism . We suggest focusing on the upstream supply chain with reasonable valuation and certain growth attributes “ Invisible champion ”, It is expected to grow with demand 、 With the improvement of the business environment “ Davis double click ”.

We believe that the three main lines of consumer goods investment ： Permeability increases 、 Market share increased 、 Price increases .

1） Permeability increases ： Is an important and scarce logic , But most traditional consumer goods have already passed the stage of rapid growth , The increase of penetration rate usually occurs in medical aesthetics 、 Cultivate new consumer goods such as diamonds .

2） Market share increased ： Including the promotion of branding （ Such as the catering industry ） And brand market share （ Such as functional skin care products 、 Functional clothing, etc ）.

3） Price increases ： Only a very small number of consumer goods have the ability to continuously raise prices ; Bosideng 、 Lining 、 Anta and other brands raise prices through product iteration , Including Li Ning 、 The second-hand price of some Anta sports shoes is higher than MSRP, This phenomenon deserves our attention .

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