北大国发院发布报告首提“生活经济”概念：提振内需应关注个体需求

Core Insights - The concept of "life economy" is introduced, indicating a shift from fragmented consumption to a systematic economic form that can boost domestic demand [1][2] - The life economy is defined as the interaction of individual life needs through digital technology, fostering a positive supply-demand cycle [2] Group 1: Life Economy Definition and Characteristics - The life economy reflects a transition in consumer demand from mere availability to quality, characterized by diversification and personalization [2] - It emphasizes the role of digital technology as an "accelerator" and "translator" in matching supply and demand [2] - The life economy aims to address the mismatch between traditional supply systems and individual consumer needs, moving away from a focus on lowest prices [2] Group 2: Role of Xiaohongshu - Xiaohongshu generates over 9 million posts and 70 million comments daily, with 200 million users seeking purchase advice monthly, providing real demand data for understanding the Chinese consumer market [3] - The platform supports small businesses and individual entrepreneurs by facilitating precise matching of long-tail supply and demand, countering the centralization of traditional e-commerce platforms [3][4] Group 3: Supply-Demand Matching and Community Impact - Decentralized algorithms on Xiaohongshu enable long-tail supply to gain accurate exposure, enhancing the survival of small and unique businesses [4] - User-generated content (UGC) communities on Xiaohongshu create a complete ecosystem for the life economy, promoting both demand and supply cycles [4] Group 4: Policy Recommendations for Life Economy Development - The report suggests four policy recommendations: 1. Encourage the development of life economy and enhance the utilization of life big data for precise supply-demand matching [5] 2. Strengthen online and offline collaborative innovation to integrate virtual communities with the real economy [5] 3. Deepen the "production-sales co-creation" mechanism to build a platform-driven individual innovation incubation system [5] 4. Proactively layout artificial intelligence empowerment and governance to reshape digital connection efficiency [5]