As Chinese people's consumption trend has changed from basic needs to brand names, service, and experience, the new consumption habit brings investment opportunities. And internet startup service provider 36Kr highlighted top 10 institutional investors in new brands, new e-commerce, and new retail.

The result is based on 73 institutional investors, each of whom has involved an average of 29 investment projects in new consumption. Assessing a total 846 projects in the area, 36Kr issued the list of top 10 institutional investors. Here’s a look at the names.

Bertelsmann Asia Investments

Annabelle Yu Long, a member of Bertelsmann Group Management Committee, is the Chief Executive of Bertelsmann China Corporate Center, who also leads Bertelsmann Asia Investments as its Founding and Managing Partner. [Photo/baifund.com]