Trendy consumption stories in investor crosshairs

Investor interest is shifting toward emerging consumer trends, such as trendy IP-driven toys, the booming pet economy, and a rise of guochao gold jewelry and innovative tea brands, which are expected to become the next breakout consumption stories.

Since the second quarter, shares of several new consumption companies have posted large gains, including Pop Mart, Laopu Gold and China Pet Foods.

For example, fashionable gold jewelry, once considered traditional, has become a hot pursuit for young consumers who seek self-pleasure — a term used in China to describe individual-driven consumption for personal satisfaction.