“糖葫芦刺客”与年轻人的“K型消费”

Core Viewpoint - The rise of "K-shaped consumption" among young consumers reflects a trend where they are frugal in everyday spending while willing to splurge on items that provide emotional value, such as the popular "milk skin candied hawthorn" priced at 98 to 198 yuan per stick [3][4]. Group 1: Consumer Behavior - Young consumers exhibit a dual approach to spending: they seek cost-effective alternatives and promotions for basic needs, yet are willing to pay a premium for experiences that resonate with their identity and social status [3][4]. - The demand for "milk skin candied hawthorn" has surged, with a monthly order increase of 109% on platforms like Meituan, indicating a responsive market to consumer preferences [3]. Group 2: Market Dynamics - The rapid popularity of certain products can lead to market chaos, such as supply shortages and inflated prices, where products costing only a few tens of yuan are sold for nearly 100 yuan [4]. - The government is encouraged to play a role in establishing regulations, stabilizing expectations, and promoting industry upgrades rather than merely imposing bans or subsidies [4]. Group 3: Industry Recommendations - Standards for products like "milk skin candied hawthorn" need to be established, including clear labeling of sugar content, calories, and ingredient sources to inform consumers [4]. - Support for the supply chain is essential to prevent bottlenecks in raw material availability, with local governments urged to facilitate the establishment of standardized production facilities [4]. - Innovation should be encouraged to move beyond superficial changes, promoting the development of new forms and flavors of products to ensure their longevity in the market [4][5]. Group 4: Future Outlook - The sustainability of "K-shaped consumption" is not a fleeting trend but a new market reality, where young consumers are discerning about brand premiums and willing to pay for experiences they value [4][5]. - The future success of products like "milk skin candied hawthorn" will depend on the collaborative efforts of the market, government, and consumers to maintain a healthy and vibrant industry [5][6].