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从一杯咖啡到第三空间,星巴克如何用数智化赋能咖啡体验?
3 6 Ke· 2025-09-17 13:55
Core Insights - Technology is transforming consumer logic, shifting from mere transactions to building long-term relationships between brands and consumers [4][5][6] - Starbucks' innovation through its Shenzhen Innovation Technology Center (SITC) exemplifies the integration of technology and consumer experience, enhancing its competitive edge in the Chinese market [6][9][32] Technology and Consumer Experience - The evolution of consumer expectations highlights the demand for personalized interactions, with 71% of consumers wanting brands to provide tailored experiences [5] - The concept of "third space" at Starbucks has evolved to encompass not just coffee consumption but also social and emotional connections, supported by technological advancements [11][13][22] Starbucks' Digital Transformation - SITC's mission is to empower partners through technology, allowing them to focus on customer engagement rather than operational tasks [23][29] - The implementation of automated inventory management and AI tools has streamlined operations, enabling partners to enhance customer interactions [24][25][26] Product Innovation and Personalization - Starbucks leverages data-driven insights to innovate its product offerings, exemplified by the recent breakfast project in Shenzhen, which aligns with local consumer habits [17][19] - The "True Taste No Sugar" initiative showcases how technology enables customization across various beverage categories, providing consumers with unique experiences [19][21] Balancing Scale and Personalization - SITC addresses the inherent conflict between brand scalability and consumer personalization, creating a framework that allows for efficient operations while delivering tailored experiences [21][32] - The integration of technology not only enhances operational efficiency but also enriches the emotional value of consumer interactions, moving from a one-size-fits-all approach to a more individualized service [21][32] Commitment to Innovation - Starbucks has committed approximately 1.5 billion RMB to SITC over the next three years, aiming to attract talent and resources for ongoing innovation [32] - The establishment of SITC represents Starbucks' long-term investment in the Chinese market, positioning it as a model for digital transformation in the retail and coffee industry [32]
从一杯咖啡到第三空间,星巴克如何用数智化赋能咖啡体验?
36氪· 2025-09-17 13:30
Core Viewpoint - Technology is transforming consumer logic, shifting from transactional purchases to experiential relationships, where brands connect with consumers on a deeper emotional level [3][4][5]. Group 1: Technology and Consumer Experience - The evolution of consumer behavior is evident as technology enhances the shopping experience, making it more about personal style exploration and emotional connection rather than mere transactions [3][4]. - A McKinsey study indicates that 71% of consumers expect personalized interactions from brands, while 76% feel frustrated without it, highlighting the importance of being understood in brand relationships [5]. - PwC's research shows that 73% of consumers consider experience a key factor in purchasing decisions, emphasizing the shift towards interaction and emotional recognition as core elements of consumer choice [5]. Group 2: Starbucks' Digital Transformation - Starbucks' Innovation Technology Center (SITC) represents the company's commitment to digital transformation, focusing on enhancing customer experience through technology integration [6][9]. - The SITC aims to empower Starbucks to become a fully digital experience-driven coffee company, leveraging AI and data to create unique value for customers [9][12]. - The concept of the "third space" is redefined through SITC's innovations, where the coffee experience transcends basic consumption to become a cultural and social engagement platform [16][19]. Group 3: Personalized Customer Engagement - SITC's initiatives include deploying electronic menu boards that not only display products but also share stories about coffee origins, enhancing customer engagement [17]. - The use of AI-driven tools allows for personalized recommendations based on customer preferences and time of day, creating a tailored experience for each visit [19][20]. - The "interest social space" initiative helps customers find stores that match their interests, further personalizing the Starbucks experience [20]. Group 4: Empowering Partners through Technology - Starbucks emphasizes a partner culture, where technology is used to alleviate operational burdens, allowing partners to focus on customer interaction and coffee craftsmanship [28][30]. - Automation in inventory management and AI tools for scheduling enable partners to spend more time engaging with customers rather than managing logistics [29][31]. - The implementation of smart IoT systems across stores has led to significant energy savings and improved operational efficiency, enhancing the overall customer experience [34]. Group 5: Strategic Investment in Digital Innovation - Starbucks plans to invest approximately 1.5 billion RMB in SITC over the next three years, aiming to attract talent in AI, big data, and IoT to drive innovation [42]. - SITC serves as a model for digital transformation in the retail and coffee industry, showcasing how technology and human elements can coexist to create unique consumer experiences [42].
2025年下半场,如何重新理解中国广告营销市场?
3 6 Ke· 2025-09-15 10:34
Group 1 - The core viewpoint of the article highlights that the Chinese advertising market is experiencing structural growth driven by multiple factors, with significant increases in advertising spending across various sectors such as entertainment, telecommunications, and personal care products [1][3] - Categories like personal health care, educational supplies, and leisure services have shown over 100% growth in advertising expenditure from January to July 2025, indicating strong market opportunities [3] - Advertisers are increasingly allocating budget towards new product promotions, with expectations that these expenses will account for 35% of overall marketing budgets in 2025, up 3 percentage points from 2024 [5] Group 2 - The rise of AI is significantly impacting consumer behavior and advertising strategies, with AI-related advertising spending increasing by 442.8% year-on-year in the first half of 2025, and 77% of consumers expressing a preference for brands that incorporate AI elements [6][10] - The shift towards an experience economy is prompting brands to evolve from merely functional advertising to creating immersive experiences that foster emotional connections with consumers [7][8] - Brands are increasingly utilizing authoritative perspectives in their marketing strategies, such as live-streaming factory processes to enhance credibility and trust among consumers [8] Group 3 - Brand value construction is becoming central to marketing strategies, with consumers prioritizing brand factors in their purchasing decisions, leading to a rise in advertisers focusing on brand value over immediate effectiveness [14][16] - Recent government policies are encouraging a focus on brand value enhancement, with initiatives from the State-owned Assets Supervision and Administration Commission aimed at guiding central enterprises in brand building [16] - The article suggests three key directions for the market: creating multi-dimensional experiential expressions, embracing AI while maintaining a human-centric approach, and returning to brand value construction as a core strategy for sustainable growth [17][18][20]
绝版卖出一套房价格的卡牌,是不是又一场郁金香泡沫?
第一财经· 2025-09-14 13:05
Core Viewpoint - The rapid growth of the collectible card market is drawing parallels to historical speculative bubbles, such as the tulip mania of 1637, raising concerns about the sustainability of high prices and the potential for a market correction [3][32]. Group 1: Market Dynamics - The collectible card market is experiencing intensified competition, particularly with the entry of major IPs like Pokémon, which has led to significant stock price increases for companies involved in this space, such as Kaizhi Le International [5][10]. - The market is seeing a shift from a land-grabbing phase to a competitive landscape where established IPs dominate, making it challenging for other brands like Digimon to gain traction [7][10]. - The demand for collectible cards is driven by a mix of youth engagement and the purchasing power of middle-aged consumers, indicating a broadening consumer base [5][9]. Group 2: Investment and Speculation - High-value cards, particularly rare Pokémon cards, are fetching prices that can rival real estate, with some cards auctioned for tens of thousands of dollars [14][18]. - The secondary market for cards is influenced by various factors, including rarity, condition, and market trends, with some cards experiencing significant price appreciation [13][18]. - The trend of collectible cards transitioning into investment assets is emerging, with some cards showing annual returns that exceed traditional financial assets [18][30]. Group 3: Consumer Behavior and Risks - There are concerns about irrational consumer behavior, particularly the addictive nature of card collecting and the potential for significant financial losses [26][27]. - The lack of regulatory oversight and the prevalence of counterfeit products pose risks to consumers and the overall market integrity [29][32]. - The market is currently characterized by a primary focus on entertainment and collection, with investment aspects still in a nascent stage [18][30]. Group 4: Future Outlook - The future growth of the collectible card market will depend on consumer demand, innovation in card design, and the establishment of a more structured market environment [9][30]. - The potential for digital integration, such as NFTs, could enhance the value and security of collectible cards, addressing some of the current market vulnerabilities [16][32]. - The industry must adapt to changing consumer preferences and the lifecycle of IPs to maintain relevance and competitiveness in a rapidly evolving market [30][32].
商业秘密|绝版卖出一套房价格的卡牌,是不是又一场郁金香泡沫?
Di Yi Cai Jing· 2025-09-14 11:51
Core Viewpoint - The rapid growth of the trading card market, particularly collectible cards, raises concerns about potential speculative bubbles similar to the historical tulip mania, where prices may be artificially inflated and could lead to significant losses for investors [1][38]. Industry Overview - The collectible card market is experiencing intense competition, with major players like Pokémon opening official card venues in major cities, leading to significant stock price increases for companies involved in this sector, such as Kai Zhi Le International [2][8]. - The market is characterized by a diverse consumer base, with younger audiences drawn to the gameplay and older consumers focusing on investment opportunities [5][18]. - The rise of collectible cards is attributed to the increasing influence of IPs (Intellectual Properties) and the growing trend of experiential consumption among younger generations [24][28]. Market Dynamics - The secondary market for cards, particularly rare and limited editions, has seen prices soar, with some cards fetching prices comparable to real estate [11][18]. - The trading card industry is evolving, with companies exploring partnerships with various IPs and expanding their product offerings to include both traditional and digital formats [8][19]. - The market is also witnessing a shift towards investment and collection, with some cards showing annual returns that exceed traditional financial assets [18][28]. Risks and Challenges - The industry faces risks from irrational consumer behavior, expiration of IP licenses, and the prevalence of counterfeit products, which could undermine market stability [28][33]. - Regulatory oversight is deemed necessary to protect consumer rights and ensure a healthy market environment, as the current landscape lacks sufficient consumer protection measures [32][33]. - The competitive nature of the industry, coupled with the rapid evolution of consumer preferences, poses challenges for companies to maintain relevance and profitability [33][37].
2025年中国广告市场趋势洞察-CTR
Sou Hu Cai Jing· 2025-09-14 08:27
Market Growth Insights - The Chinese advertising market is entering a new phase characterized by "structural growth + experience-driven + value reconstruction" [1] - From January to July 2025, the advertising market showed structural growth, with significant contributions from entertainment, self-care, and technology sectors [1] - Notable increases in advertising spending were observed in personal health care (+283.4%), educational supplies (+158.0%), and footwear (+121.8%) [1][8] - The top five categories for brand growth included condiments (+28.6%) and laundry products (+24.6%), indicating resilience in these sectors [1][8] - New product promotion expenses accounted for over 40% in telecommunications and home appliance industries, with expectations of maintaining over 30% investment across most sectors in 2025 [1][10] Marketing Expression Upgrades - The shift from "single expression" to "multi-dimensional expression" is driven by the "experience economy," creating a feedback loop of "experience-resonance-viral" [2] - AI is enhancing emotional experiences in marketing, with over 50% of consumers using AI for purchasing decisions in categories like home appliances and electronics [2][12] - The report emphasizes the importance of brand value construction, noting that 57.8% of consumers prioritize brand over immediate effectiveness in decision-making [2] Cultural Experience and Engagement - Cultural experience activities are gaining popularity, with concert ticket sales reaching 1.393 billion yuan (+8.8%) in the first half of 2025, and advertising spending for concerts increasing by 58.8% [1][15] - Brands are leveraging immersive activities to enhance interaction with consumers, reflecting a new norm in cultural tourism consumption [1][15] AI and Brand Perception - The number of AI-related products and advertising expenditures surged by 442.8%, with 77% of consumers believing that AI elements enhance brand favorability [1][12] - The report suggests that brands should utilize AI effectively while increasing advertising investments to build long-term competitiveness and achieve sustainable growth [2]
莫让“拍照刺客”伤害景区声誉
Jing Ji Ri Bao· 2025-09-14 02:04
"拍照刺客"虽与景区无关,但并不代表景区没有管理责任。拍照经营往往以个体流动摊点形式存 在,即便景区主动驱离,也面临发现难和很难及时发现的问题。景区首先应尽到提醒告知义务,既是与 无序经营划清界限,更是提醒消费者避免拍照陷阱。 景区拍照服务并非不可存在,前提是要明确告知和价格公道。景区应负起相应责任,将拍照及相关 服务纳入统一管理,明码标价、先拍后付,用透明流程压缩灰色空间。对于违规经营者,要建立起"黑 名单",提高"拍照刺客"的违法成本。受到"拍照刺客"困扰的游客,应注意保存证据,及时向景区反 映,这不仅是为自己维权,也是在帮助景区、保护其他游客。后续报道中,有的景区已经介入处理,相 信会有让人满意的结果。 "拍照刺客"看似事小,却能反映出景区经营治理的精细度,考验着管理智慧和治理能力。要从游客 体验出发,抓好服务环节的每个细节,真正为游客提供一个安全、舒适、满意的旅游环境,不要让管理 疏漏,伤害了景区声誉。毕竟,门票完成售卖并非交易的结束,而是景区与游客双向奔赴的开始,更可 能是景区树立口碑的契机。 刘 莉 近期有媒体报道称,多个景区出现"拍照刺客",他们主动与游客合影,拍完后却告知需收取费用, 不少网友 ...
一张票根多重狂欢:“现实娱乐”指向的新消费叙事
第一财经· 2025-09-11 12:53
Core Viewpoint - The article emphasizes the transformation of Alibaba Pictures into Damai Entertainment, focusing on the expansion of its business into the realm of live entertainment, which includes concerts, theater, and various cultural events, catering to the evolving consumption habits of younger generations [1][3][30]. Summary by Sections Company Transformation - Alibaba Pictures announced its rebranding to Damai Entertainment, marking a strategic shift towards a diversified reality entertainment business model that includes movies, performances, and commercial IP derivatives [1][2]. - Over the past 11 years, Damai has expanded from a single film business to a comprehensive entertainment platform, aligning with the trend of experiential and emotional consumption among younger consumers [1][8]. Market Growth - The global live entertainment market is projected to grow from $202.9 billion in 2025 to $270.29 billion by 2030, with a compound annual growth rate (CAGR) of 5.9%, indicating the strengthening position of live entertainment in cultural consumption [3]. - In China, the live entertainment market is rapidly recovering, with large concert ticket sales expected to exceed 26 billion yuan in 2024, a year-on-year increase of 78.1%, and audience numbers surpassing 29 million, up 45% [3][6]. Business Performance - Damai's concert ticket sales have shown significant growth, with a 78.1% increase in ticket revenue and an 84.4% rise in concerts with over 10,000 attendees [6][8]. - The company has produced over 300 films and organized 2.4 million performances since its establishment, providing extensive entertainment content to billions of users [8][9]. Competitive Position - Damai's performance in the live entertainment sector is noted to be more robust compared to global competitors like Live Nation, with a projected revenue of 2.057 billion yuan for the fiscal year 2025, showcasing its strong growth trajectory [10][11]. - The company has developed a comprehensive ecosystem with six content brands covering various entertainment genres, enhancing its resilience and market presence [11][15]. User Engagement and Technology - The newly launched Damai app integrates over 40 entertainment categories, enhancing user experience by providing personalized recommendations through AI technology [18][28]. - The app aims to simplify the ticket purchasing process and improve the overall experience for users, reflecting a shift towards more immersive and diverse entertainment options [28][30]. Future Vision - Damai Entertainment's ultimate goal is to create memorable experiences for users, redefining connections between people and content, and positioning itself as a leader in the evolving landscape of live entertainment [30][33].
“北京大视听”展呈现多维体验
Bei Jing Wan Bao· 2025-09-11 07:45
本报讯(记者邱伟)昨天,2025年中国国际服务贸易交易会文旅服务专题在首钢园拉开帷幕。作为展会 的"重头戏","北京大视听"展以"视听无界·活力广电"为主题,通过近600平方米的展陈空间,系统呈 现"内容+科技+安全"三驾马车核心布局。观众可在首钢园9号馆深入体验一场集视觉震撼、互动乐趣与 行业前瞻于一体的视听盛会。 PICO视频有关负责人介绍了国内基于XR技术的LBE大空间娱乐行业的迅速发展,其凭借强交互、高沉 浸和丰富内容,在"体验经济"与"社交经济"趋势下,广泛应用于文旅、娱乐、教育等领域。此次参展的 《太空奥德赛》等多款优质大空间作品,已收到来自加拿大、西班牙等多国企业的合作问询。 展览设立四大核心板块,全面覆盖大视听生态的关键环节。精品影视板块以"剧目实景复原+影院级裸 眼3D"为特色,将《国色芳华》《归队》等多部"北京出品"热门剧集的经典场景"搬"至现场。观众可走 入《国色芳华》中1比1复原的刘府庭院,透过裸眼3D与实景结合的方式,实现"从看剧到入戏"的跨 越。展览还采用了集内容观赏、实景体验与文创消费于一体的模式——在体验剧景后,观众还能欣赏并 购买剧中同款文创产品。 文商旅体板块集合了PICO ...
排队2小时起,堪比寿司界“迪士尼”,寿司郎凭什么火了?
3 6 Ke· 2025-09-08 00:17
Core Insights - Sushi郎 has become a dominant player in the restaurant industry, with long queues and high demand across various cities in China, indicating its popularity and strong market presence [1][3][5] Financial Performance - FOOD & LIFE Companies reported a total revenue of 361.13 billion yen (approximately 17.88 billion RMB) for the fiscal year 2024, representing a year-on-year growth of 19.7% [3] - The EBITDA for the same period was 37.49 billion yen (approximately 1.86 billion RMB), showing a significant increase of 45.3% year-on-year [3] Customer Experience - Sushi郎 offers a unique dining experience with features such as large screen ordering systems, conveyor belt service, and self-service water stations, catering to customer preferences [7][11] - The restaurant employs gamification strategies, allowing customers to participate in games and win prizes, enhancing the overall dining experience and encouraging repeat visits [11][13] Marketing Strategies - Sushi郎's marketing tactics include localized campaigns, such as the "Salmon Frenzy" event in Taiwan, which generated significant online buzz and attracted customers [15][17] - Collaborations with popular IPs like "Crayon Shin-chan" and "Hatsune Miku" have helped Sushi郎 appeal to younger consumers and build a loyal fan base [17] Operational Efficiency - The company has invested in digital transformation, utilizing big data for inventory management and reducing food waste, which contributes to its competitive edge in the restaurant industry [22] - Automation in food preparation, including sushi-making robots, has significantly lowered labor costs, with labor expenses accounting for only 26% of total costs [22] Emotional Value and Consumer Engagement - Sushi郎 focuses on providing emotional value through its dining experience, positioning itself as an affordable yet premium experience, akin to a "Disneyland" for sushi [25] - The brand's ability to create a sense of achievement and community among customers has led to high repeat purchase rates [13][25] Adaptation and Innovation - Sushi郎 has shown flexibility in adapting its menu to local tastes, such as introducing dishes that cater to Chinese consumers' preferences for warm food [19] - The company frequently launches new limited-time offerings to maintain customer interest and excitement [19] Future Challenges - Sushi郎 faces challenges in expanding its brand awareness in less saturated markets, as well as the need to innovate healthier menu options to meet changing consumer preferences [29]