别只盯着夕阳产业：抓住Z世代消费观下的“隐形”万亿蓝海！

Core Insights - The article emphasizes the transformative impact of Generation Z on global consumer behavior, shifting from ownership to experiences and identity recognition [1][3] - Understanding and strategically investing in the consumption logic of Generation Z is seen as a key opportunity for the next decade [3] Group 1: Shift in Consumption Patterns - Generation Z shows a marked preference for experiences over material possessions, driving a transition from a "goods economy" to a "service economy" [4] - This generation is less loyal to traditional brands and more inclined towards niche, personalized brands that reflect their values [5] - The rise of small cultural trends and the acceptance of virtual assets, such as digital collectibles and metaverse properties, highlight a new consumption model [5] Group 2: Investment Opportunities - There is a growing market for "self-care" and "health" products, with Generation Z willing to pay for quality sleep, mental health services, and personalized fitness solutions [6] - The "lazy economy" is emerging, characterized by a high value placed on time efficiency, leading to increased demand for delivery services, on-demand services, and subscription models [6] - Investors are encouraged to focus on platforms that offer instant fulfillment and automation in service delivery [6] Group 3: Rise of Domestic Brands - Generation Z's recognition of local culture is driving the rise of "Guochao" (national trend) and "new domestic products," which are becoming significant market forces [8] - There is an opportunity for investors to engage with domestic brands in beauty, fashion, and trendy electronics that possess original design capabilities and efficient digital operations [9] - The confidence in local brands is attributed to their ability to match or exceed international brands in design, culture, and quality, with consumers willing to pay for "Chinese design" and "Chinese stories" [10] Group 4: Supply Chain Advantages - Domestic brands benefit from strong flexible supply chains, allowing for rapid product updates and responsiveness to the evolving demands of Generation Z [10]