In the logic change of domestic consumption, the players on the TOP 50 Search Brands in 2025 Q3 are focusing on small tracks to occupy big markets and unlocking new ways of life.

Yamashita Yatsu attracted LVMH bosses to visit, and the Paris show opened up the international market; Black Myth's first offline store created a new model of domestic game IP "second creations"; Maiji Milk Company opened 300+ stores in three months,

The surrounding shopping areas are booming, and food delivery orders are soaring. The entire consumer market is like a coin, with two sides coexisting: one side is being meticulous in budgeting, and the other is impulse buying. Brands need to find th

01.

Regional Local Cuisine

New favorite in catering industry

Casual dining with a neighborhood gathering atmosphere that rejects pre-fabrication is becoming a force to be reckoned with in the catering industry.

In the past two years, local delicacies with distinctive regional features such as peppered pork with chili, sour soup hot pot, zhizhizhao (a type of stew), Shunde dry steam, and iron pot stew have gained popularity. The topic of local cuisine on Dou

With the continuous heating up of the cultural tourism market and various social platforms upgrading their local life services, many low-key local cuisine restaurants and smoke and fire shops are accelerating their pace to go out of the deep alleys a

Looking at the above players, they tacitly aim at the "high-frequency, small-gathering, and light-burden" food demand under prudent consumption. They do not "roll decoration","roll concept", and "roll marketing". The per capita consumption is within

In the narrative, strengthen the source of ingredients, the label of freshly made craftsmanship, and endorse trust. [Stewing and Beauty] Move the stove to the dining table, and consumers can personally paste cakes/cover rolls to participate in the co

Playing with the concept of 'one pot, two ways' to enhance consumer value perception. Centered around the idea of 'one pot, two ways', [Damen Feng Hotpot Chicken] not only developed two types of pots for traditional hotpot chicken and sub-and-mother

During the National Day, local flavors such as fireworks shops, time-honored intangible cultural heritage brands, and government canteens support half the sky for catering. According to data from Gaode Street Sweeping List and Public Comment, the ove

02.

Identify and focus on high-quality alternative businesses

The mid-range catering industry is becoming popular again

According to McKinsey's report on China's consumption under the new normal, there is a structural divergence in China's consumption as the consumption upgrade in county markets happens at the same time with rational consumption in first-tier cities.

Some mid-end catering brands have seized this trend, abandoned the "price war", and achieved "high-quality equalization" through scene upgrades. At the same time, they have met the needs of high-end consumers to "downgrade without downgrading" and ma

The concept of 'New Chinese Style' is introduced to reshape the category and create an atmosphere of 'slow life'. The 'rising stars' have built mini Eastern gardens, adding unique ceremonial rites at different stages to maximize relaxation. Li Shan M

In addition to the competition scenario, demonstrate the core product strength. The “Jiedianxia Tuber Potato Noodles” with an annual sales volume of more than 70 million bowls has upgraded street food to a “healthy lifestyle” by developing aluminum-f

03.

Popular IP Opens Independent Stores

Create a new landmark for fans' pilgrimage

Pop Mart's performance has doubled, with Miniso's global flagship store achieving sales of RMB 100 million in just 9 months. TOPTOY and 52TOYS are queuing up for IPO...The domestic IP boom continues, and merchandise is becoming the electronic ibuprof

According to the Insight into China's Consumer Market Trends 2025, the marginal consumption tendency of post-00s generation has reached 73% (1.5 times that of post-80s generation), and they are willing to pay higher prices for hobbies in the fields o

Faced with a market worth hundreds of billions of yuan driven by trendy toys, many phenomenal IPs have begun to test the waters with independent offline stores and embarked on the path of qualitative change from trendy toy IP to brand operation.

Transition from "fragmented check-in" to "immersive comprehensive experience" to enhance fans 'sense of belonging. Different from the "rush to the scene" of joint flash mob, the service experience of independent stores is not only stable, long-term a

Cultivate the next popular IP, expand the fan base, and open up a new growth curve. The Pokémon Official Card Hall, which features a retail area and a game interactive area, will launch Pokémon potential IP as signature special cards in each store, s

Under the combined effect of the maturing domestic IP trendy industry chain, the surge in demand for emotional consumer content, and the accelerated upgrading of the "top stream" in the IP circle, the business logic of popular IP has transitioned fro

04.

Designer Brands Flood into Shopping Malls

International and Domestic Players Compete Together

The rise of the self-pleasure economy and the prevalence of logo-free fashion. During this period, a new wave of designer brands with strong creativity, quality, and good looks, and moderate prices, have accelerated their store expansion taking advan

On the one hand, domestic designer brands have entered a stage of large-scale growth, their experience in independent self-operated channels has become more mature, and the necessary conditions for opening physical stores in the branding process are

Compared to the designer brands that caused a 'store opening peak' in China in 2022, these new players are more proficient in commercial operations.

From highlighting designers 'design concepts to "emphasizing pragmatism". With its bold creativity and avant-garde aesthetics,"Bimba Y Lola" has diversified clothing styles and materials that can be mixed and matched; the bag design of the "Songmont

Injecting current aesthetic trends into classics and redefining 'design value'. [GRVRGROVE] interprets the classic retro style of the 1960s with a simple and elegant style and lightweight materials, creating a different sense of relaxation; [GFore] b

Image source: official

05.

Pretty Food is entering the next level

Instant Health and Sustainable...

With the continuous influx of new players, “beautiful food” represented by Western cuisine is no longer merely focused on superficial “good looks” to keep young customers. Instead, it has returned to the essence of catering, with “product quality” an

Throughout the '2025Q3 Top 50 Search Brands', the active 'beautiful food' brands are working together to create an anti-anxiety 'urban oasis'. While actively entering local benchmark shopping malls, they are mainly evolving in two areas:

Strengthen "scene-based narrative" and transition the lens from the dishes to the entire store. [ONIONIO] Each branch has derived different themes based on the "Marianne Family Story Line" and launched corresponding scenes and main dishes. The newly

Based on the characteristics of the target audience, dishes incorporate the concept of instant health maintenance and cater to the whole day. The 'Beautiful Meals' Social Media Observation Report 2025 shows that the audience profile for 'beautiful me

Source: Official

This article comes from the WeChat public account “Win Business Network”