北大国发院发布生活经济报告：生活社区让更多新需求被看见

Core Insights - The report introduces the concept of "life economy," emphasizing a shift in consumer demand from mere availability to quality and personalization [1][4] - It highlights the limitations of traditional supply systems in meeting individual needs, leading to competition focused solely on price, resulting in market saturation [1][4] Group 1: Definition and Characteristics of Life Economy - The life economy is defined as an economic form where individual life needs are expressed, connected, and stimulated through digital technology, fostering positive supply-demand interactions [1][4] - It consists of three core value dimensions: returning to the essence of individuals as "lifers," addressing the transformation of supply-demand contradictions, and emphasizing the role of digital technology as an "accelerator" and "translator" in matching supply and demand [1][4][5] Group 2: Role of Xiaohongshu - Xiaohongshu generates over 9 million posts and 70 million comments daily, with 200 million users seeking purchasing advice monthly, providing valuable insights into real consumer demand [2][5] - The platform's user-generated content (UGC) community has a natural advantage in aggregating and stimulating personalized and diversified demands, establishing a complete ecosystem for the life economy [2][5] Group 3: Policy Recommendations - The report proposes four policy recommendations: encourage the development of the life economy and enhance the utilization of life big data for precise supply-demand matching; strengthen online-offline collaborative innovation; deepen the "production-sales co-creation" mechanism; and proactively layout artificial intelligence empowerment and governance to reshape digital connection efficiency [3][6]