以下文章来源于爅爅有闻 ，作者赵小爅 爅爅有闻 . Z世代消费观察 本文来自微信公众号： 爅爅有闻 ，作者：赵小爅 步入2026，我们的消费市场正在经历一场从"物"到"人"、从"满足需求"向"创造意义"的跃迁。 当AI能够模仿一切，真实反而成为最稀缺的资源。 当传统成功学叙事失效，年轻人开始自己定义什么是"有意义的生活"。 在过去，消费品牌习惯告诉消费者"你应该成为谁"；而现在，年轻人用消费行为反向宣告"我是谁"。 Z世代正凭借鲜明的"主体性"，推动消费行为从被动接受转向主动定义，重塑着消费市场的传统观 念。 国家统计局数据显示，2025年第三季度，中国居民服务性消费支出占居民消费支出比重为46.8%，服 务零售额增速持续高于商品零售额增速，且服务消费已成为拉动消费增长的主要动力。 这一结构性变化背后，是消费者从"实物型"到"服务型"，从"购买产品"到"购买体验和关系"的底层消 费逻辑转变。 爅爅有闻试图以2025年五个最具感知度的消费关键词为棱镜，折射其中蕴藏的需求暗涌，描摹商业 世界正在生成的新地图。 每一个消费关键词，都是需求水面之下，冰山浮出的尖顶。 读懂2025的信号，就能感知2026演进的轨迹。 ...

Core Insights - The consumption market in 2025 cannot be simply categorized as "recovery" or "weakness," as it reflects a shift in consumer behavior towards price sensitivity and rational consumption, emphasizing the importance of "human experience" [5][22][25] Group 1: Dining Industry - The offline dining sector is facing a decline in foot traffic, with average monthly customer visits dropping to 5,681, a decrease of 0.66% year-on-year, and a more significant decline of 4.1% after June 2025 [8] - To attract customers, many dining brands are adopting price reduction strategies, with self-service hot pot and street food becoming representative categories of this approach [8] - Innovative dining experiences, such as "dining + performance" concepts, are emerging to create new reasons for customers to visit, enhancing the atmosphere and encouraging social sharing [9] - Street food stalls have gained popularity, offering affordable home-style dishes priced between 10-30 yuan, effectively capturing additional customer flow and expanding revenue channels for restaurants [10] Group 2: New Tea Beverage Market - The new tea beverage market in 2025 is stabilizing, with a market size of 374.93 billion yuan, growing by 5.7% year-on-year, a slowdown from 6.4% in 2024 [12] - The total number of tea beverage stores has exceeded 415,000, but the net number of new openings is lower than closures, resulting in a decrease of 39,000 stores [12] - Major brands like Mixue Ice City and Bawang Tea Ji are expanding rapidly, while others like Heytea are experiencing significant store closures, with a reduction of 711 stores, or 15.41% year-on-year [13] - Consumer preferences are shifting towards fresh, health-oriented products, with a growing demand for fresh fruit and low-calorie options [14][15] Group 3: Cultural and Tourism Market - The cultural and tourism market is experiencing significant growth, with domestic travel reaching 4.998 billion trips in the first three quarters of 2025, an increase of 18% year-on-year [17] - Total spending on domestic travel reached 4.85 trillion yuan, reflecting a year-on-year increase of 11.5% [18] - Innovative experiences, such as city walks and rural tourism, are gaining traction, providing consumers with engaging and authentic experiences [20][19]

惊蛰研究所 . 探索发现新经济。 本文来自： 惊蛰研究所 ，作者：白露，题图来自：AI生成 自2020年以来，无数品牌如履薄冰，消费市场也经历了显著的动荡。但是2025年的消费市场，很难 再用"复苏""疲软"这样简单的词语来概括。 以下文章来源于惊蛰研究所 ，作者惊蛰研究所消费组 一方面，在宏观消费层面，价格敏感、理性消费的消费者越来越多， 人们对性价比的追求达到极致 。另一方面，在细分消费领域，演唱会一票难求、文旅市场持续火热，情绪价值在不同赛道被反复标 价…… 这些现象也真实表明：消费没有消失，只是换了一种方式存在。而这种方式的核心要素就是"活人 感"。 一、吃：一笔关于体验的精细账 线下餐饮行业的激烈竞争由来已久，即便不考虑大的市场变化，每年的网红单品迭代、现象级品牌出 圈足以为一次行业年终盘点贡献足够多的案例素材。但在2025年，最值得关注的变化并不是某个单 一品牌或是单一业态的改变，而是从消费决策到市场供给产生的一连串变革。 对于大多数以线下实体经营为主的餐饮品牌和商家，最焦虑的仍然是线下客流下滑的问题。天财商龙 数据显示，2025年前八个月店均客流为5681人/月，仅较2024年同期下滑0.66% ...

在这个算法试图定义一切的时代，鸿蒙给出了一种不同的答案：最好的数字世界，不是被预先编程的完美幻觉，而是由无数真实个体参与构建、充满修补痕 迹、始终在生长的生命体。 2025年，智能化持续深化，算法推送和数字人遍布，但人们却前所未有地渴望真实的连接、有温度的互动与可感知的成长，渴望一种"活人感"。 或许这一年度情绪最生动的落点之一，是鸿蒙操作系统的演进。这一年，鸿蒙为人们讲述了这样一个故事，一场由千万开发者、数万伙伴与千万用户共同参 与的"养成实验"。鸿蒙的成长，是"听劝"听出来的，是被需求"催熟"的，是被无数普通人用生活细节"喂养"长大的。 如果说今天的智能世界与那个让马车夫失业的二次工业革命时代有什么最大的不同，那或许是技术对自我的定位——不是跑在所有人都追不上的地方，而是 愿意俯下身，更大限度地贴近"人"的呼唤。 我们正身处其中 2025年，AI与机器人快步闯入我们的视野，但这远不是一个"AI无所不能"的时代。 首届世界人形机器人运动会的出圈，留给大众的概念是"搞笑翻车"，撞倒操作员又肇事逃逸的机器人、仿佛"幼崽"探索世界般的混乱足球赛、搏击赛失败后 倒地不起的"选手"……人们一面观察AI的"不靠谱时刻" ...

Core Insights - The article discusses the competitive landscape of the panoramic camera market, highlighting how the company YingShi maintains a dominant position despite strong competitors like DJI, with a global market share of approximately 81.7% as of the end of 2024 [1] - YingShi's revenue exceeded 6.6 billion yuan in the first three quarters of the year, surpassing its total revenue from the previous year [1] - The company effectively targets Generation Z consumers, leveraging innovative marketing strategies to engage with this demographic [1][3] Group 1: Market Position and Financial Performance - YingShi holds a significant market share of 81.7% in the global panoramic camera market as of the end of 2024 [1] - The company's revenue for the first three quarters of the year has already surpassed 6.6 billion yuan, exceeding its total revenue for the previous year [1] Group 2: Marketing Strategy and Brand Engagement - YingShi employs a unique brand marketing strategy characterized by a "human touch," which resonates well with younger audiences [3] - The company's Bilibili account has gained over 630,000 followers and accumulated more than 340 million video views, showcasing its effective engagement with users [3] - YingShi's marketing approach includes creating imaginative content and collaborating with popular creators to enhance brand visibility and relatability [5][7] Group 3: User-Centric Content Creation - The company invests heavily in user-generated content (PUGC) and collaborates with various creators to produce engaging videos that showcase innovative uses of its products [5] - Many of YingShi's video concepts originate from user feedback, enhancing the brand's connection with its audience and reinforcing its "human touch" [7] - The brand's strategy emphasizes creating high-quality content that subtly promotes its products without overtly pushing sales [7] Group 4: Broader Industry Trends - The concept of "human touch" in marketing is gaining traction among various brands, with examples like Duolingo successfully personifying its brand through a relatable mascot [4] - Other brands, such as Zhuangzhuang, are also exploring similar strategies by creating engaging personas to connect with consumers [10][12] - The shift towards more relatable and authentic brand representations reflects changing consumer preferences, particularly among younger generations [12][14]

2025年，网友不再迷信精致人设，转而拥抱有瑕疵的活人感；品牌放下高冷姿态，学会用方言和玩梗对话；创作者从一线城市滤镜中抽身，把镜头对准县 城咖啡馆与乡村篮球场…… 这些内容凭借真实、爽感、趣味等魅力，在这一年里吸引了无数网友的注意力。 12月初，《咬文嚼字》发布"2025十大流行语"，其中，"活人感"赫然上榜。 除了是热词、流行语，它背后代表的更是一种创作趋势。 从素颜、老鼠人生活Vlog，到欧若风、恋夏风穿搭的流行，再到话题公园二十分钟的出圈，这些未经设计的瞬间，因松弛、笨拙、不端着，反而传递出强 劲的生命力。 图片源自抖音 甚至连品牌也学会"装人"。雪王、多领国跳魔性舞蹈、奔驰与麦当劳组CP玩梗、各地文旅局长卸下官腔跳起广场舞，皆因"不像广告"而爆火。 今天，「克劳锐」梳理出2025十大热门内容趋势，一起来看看你都关注了哪些热门趋势？ *「克劳锐」近期将带来多篇盘点选题，重温这一年的集体记忆 活人感，"人味"即流量 从头部达人到明星艺人纷纷加入：不仅吸引了@奥黛丽厚本、@锅盖wer等头部创作者合拍，更让檀健次、丁禹兮等明星，甚至TVB视帝也涌入直播间， 集体大跳晚安大小姐》《扫腿舞》等抖音热舞。 图片源 ...

12月2日，语文刊物《咬文嚼字》发布本年度十大流行语，"活人感"一词赫然在列。这个直白朴素的词 语，在过去一年间迅速风靡开来：在综艺弹幕上，观众用它盛赞嘉宾表现；在影视评论区，网友用它肯 定作品贴近生活、打动人心；在社交媒体的互动中，"活人感"也成为赢得人气与流量的秘诀。继"松弛 感"入选2024年十大流行语之后，"活人感"更进一步，反映出人们对真实与真情的渴望。 与此同时，"活人感"逐渐成为商业营销的法宝。2025年，从影视、综艺到穿搭、妆护、运动等各领域品 牌，都在努力标榜"活人感"。当"活人感"有了套路与模板，可以被轻易复制和打造，就不能不让人怀 疑：这究竟是发自内心的真实，还是精心计算与包装后的"伪活人感"？此外，"活人感"也容易与"欠缺 专业度""粗糙化"混淆起来，成为放弃精品追求的借口，这同样需要引起注意。 "活人感"的走红，以语言的力量提醒我们去关注生活的毛边与未被磨平的棱角。当AI试图用算法复刻人 类情感，当社交媒体几乎垄断人类的连接方式，"活人感"或许能够化身为一根细细的红线，连接起人与 人之间最朴实的需求。只要我们还会为真实的表达动容，为鲜活的瞬间驻足，那么"活人感"就不会失去 它的重量， ...

在深度媒介化的当下，人们的生活更多体现为媒介化的生活，沉默的大多数，喜欢把私人化的生活 借助无处不在的媒介网络公之于众。生活的风景呈现于网上，于是很多人的人生就出现了网上网下的折 叠，把骨感的生活精装修后，呈现于网上，变成了"人设"和表演，于是就被其绑架，失去了生活的原汁 原味。本来生活都很艰难，还得在网上戴着面具、穿着戏装表演，天长日久，人累心累，拖累了人生。 "活人感"这个词的流行，反映了人们对于回归真实、自然生活的集体心态。何苦要把自己弄得那么 累？不用装给别人看，承认生活的不完美，直面自己的不完美，活出真人的状态。拆除面具，卸下妆 容，为自己而活，不在乎别人怎么看。从这个热词看，人们的生活观念和人生态度发生了值得肯定的改 变。回归真实，直面人生，虽不丰满，但不去敷衍，贴地生活，活出"活人感"。 "苏超"本是一个地域化的概念，在2025年火爆成全网热词。"苏超"带来的情绪价值和励志能量，远 远溢出了地域和体育比赛的本义。一场由地方政府托举的民间足球赛，居然赢得全域围观，其背后的情 绪价值和生活寓意，值得回味。生活远没有我们想象的那么艰难，心中有光，地球都能在脚尖上跳舞。 将每个人心中的微光集聚在一起，就 ...

Core Insights - The variety show market has faced challenges in recent years, but a surge of new programs in Q4 has revitalized the landscape, showcasing a diverse array of content and generating significant viewer engagement [1][3] - This year's Q4 programming marks a departure from previous trends, with a focus on returning classic formats and a gradual recovery in the market, despite the scarcity of breakout hits [1][3] Group 1: Trends in Variety Shows - Recent variety shows have emphasized a strong sense of "realness," allowing audiences to connect with genuine emotions and experiences, as seen in programs like "再见爱人5" [3][7] - The portrayal of complex relationships and emotional struggles in shows has resonated with viewers, highlighting the challenges of modern marriage and individual independence [17][19] - The trend of female-centric programming has gained momentum, with shows like "一路繁花" focusing on diverse female experiences and perspectives, enriching the representation of women in media [11][17] Group 2: Audience Engagement and Content Strategy - The success of shows like "毛雪汪" and "现在就出发3" lies in their ability to provide emotional companionship and relatable content, appealing to viewers seeking comfort and connection in their busy lives [18][21] - Programs are increasingly addressing real-life issues such as career anxiety and personal growth, making them relevant to a broader audience and enhancing viewer engagement [23] - The shift towards lighter, more relatable content reflects a strategic response to audience desires for authenticity and emotional resonance, fostering a deeper connection between shows and viewers [23]

Core Insights - The collaboration between the author and ChatGPT has significantly increased the writing output, allowing for a rapid production of articles based on the author's insights and data collection by the AI [2][3][20] - The use of AI has lowered the barriers to writing, enabling the author to overcome the challenges of research and data verification, thus enhancing creative expression [4][5][20] - Despite the efficiency gained, there is a perceived loss of the "human touch" in the writing, leading to a sense of monotony and a lack of deeper engagement from readers [10][14][20] Group 1 - The author has experienced a surge in writing productivity, with multiple articles queued for publication [3] - The integration of AI in the writing process has transformed the author's approach, allowing for quicker realization of ideas [5][20] - The articles produced vary in quality, with some lacking the distinct voice of the author, raising questions about authenticity [6][10] Group 2 - The initial excitement of editing AI-assisted articles has diminished over time, leading to a sense of fatigue among readers [9][10] - The essence of writing, which includes the nuances of language and personal expression, is at risk of being diluted in the AI era [13][17][20] - There is a call to retain elements of personal storytelling and unique expression in writing, even when utilizing AI tools [14][20]