以下文章来源于Vista氢商业 ，作者何愚 Vista氢商业 . 关心都市白领的消费生活 提供易懂有趣的品牌报道 花小钱办大事。 文 ｜ 贾小乐 编辑 ｜ 卢力麟 来源｜ Vista氢商业（ID：Qingshangye666） 封面来源 ｜ 苹果官方 手机早已渗透进人类生活的每一个缝隙，而人类打扮手机的热情，也几乎到了无孔不入的程度。 就在12月20日，苹果官宣，iPhone17 Pro和新晋IP顶流的五月天"魔魔胡胡胡萝卜"（简称为"卜卜"）联动合作。那块被吐槽比太平洋还宽阔的超大摄像模 组，忽然显露出另一种合理性，仿佛生来就是为贴纸DIY预留的展示位。原本因"史上最丑"而饱受争议的iPhone 17系列，也因此摇身一变，成了天选"痛 机"。 不要2999，不要999，只要29元，就可以解锁当下最便宜的苹果官方联名配件——卜卜贴纸。 被大几百块天价手机壳收割的潮人们，也开始自己动手丰衣足食。爱豆的对镜自拍里，和OOTD颜色与元素相呼应的手机小贴纸，正成为"穿搭的最后一公 里"；甚至有人为了单纯享受"咕手机"的快乐，斥巨资一万块拿下最新款苹果手机，"终于理解了'买椟还珠'的故事"。 "只花一张贴纸的钱，却每天 ...

预计阅读时长 7 mins 明星同款、安踏撑腰：Musinsa 凭什么逆势押注 中国市场? 12 月，来自韩国的时尚集团 Musinsa 接连在上海开出门店。 两种不同的门店类型中，Musinsa Standard 是 Musinsa 的自有品牌，被不少消费者称为「韩版优衣库」。Musinsa Store 则是买手店，汇集了不同品牌的产 品。 Musinsa 中国区的 CEO 表示，他们计划未来五年在中国开设超过 100 家门店，不仅会在一二线城市运营，还 会把门店开到三线城市。 Musinsa 在国内的知名度并不高，但是在韩国，他们是年轻人最喜欢的时尚品牌之一。官网的信息显示， Musinsa 起源于 2001 年，最初只是一个线上的球鞋爱好者社区，随后逐渐发展成为一个集购物、内容、社区 于一体的平台。目前，这个平台上的品牌超过了 8000 家，涵盖基础、休闲、正装等不同的风格。去年， Musinsa 全年的交易总额超过了 60 亿人民币。韩国本地的媒体报道显示，Musinsa 能够精准把握消费者关注的 内容类型，并且在 YouTube 上发布年轻群体喜爱的内容。在 Musinsa 500 多名员工中，有 ...

今天分享的是：跨境电商运营：2026掘金指南：全球全品类20大消费趋势报告 报告共计：27页 《2026掘金指南：全球全品类20大消费趋势报告》（亚马逊全球开店发布）聚焦全球消费市场动态，梳理出多维度消费趋势，为跨境电商运营提供核心参 考。报告显示，全球消费市场正呈现健康化、智能化、个性化、可持续化等多元融合特征，不同品类和地区的消费需求呈现差异化升级。健康消费持续升 温，涵盖营养补充、运动健身、健康监测等领域的产品备受青睐，消费者对成分天然、功能明确的健康类产品关注度显著提升；智能科技全面渗透生活场 景，智能家电、可穿戴设备、智能家居控制系统等产品需求增长，尤其具备便捷操作、互联互动功能的产品更受市场欢迎，耳机等音频设备在运动等细分场 景的专项功能优化成为竞争亮点。个性化与情感化消费需求凸显，消费者愈发注重产品的独特设计、定制化服务以及情感价值共鸣，小众风格、定制化单品 和具有文化内涵的产品市场空间扩大。可持续消费理念深入人心，环保材质、节能降耗、可循环利用的产品更易获得消费者青睐，品牌的绿色理念和环保举 措成为重要竞争要素。此外，便捷化、场景化消费趋势明显，适配快节奏生活的高效产品，以及针对特定场景（如居 ...

今天分享的是：跨境电商运营：2026掘金指南——全球全品类消费趋势报告 报告共计：27页 《2026掘金指南——全球全品类消费趋势报告》（亚马逊全球开店发布）聚焦2026年跨境电商行业机遇，深度剖析全球消费市场趋势与品类机会，为跨境卖 家提供实战指引。报告显示，全球消费市场呈现多元升级态势，健康生活、智能科技、可持续消费、个性化体验成为核心趋势，不同地区消费者需求呈现差 异化特征。健康领域，运动健身、营养保健类产品需求持续攀升，73%的消费者更注重产品的健康属性与科学背书；智能科技品类中，智能家居、可穿戴设 备、AI辅助产品热度高涨，63%的用户愿意为便捷化、智能化功能支付溢价。可持续消费成为全球共识，环保材质、可循环设计的产品备受青睐，56%的消 费者会优先选择环保认证品牌。个性化与情感化消费需求凸显，定制化产品、小众设计、具有文化内涵的商品市场份额逐步扩大，44%的消费者愿意为独特 性买单。此外，居家场景相关品类持续受益于生活方式转变，舒适家居、居家办公装备、休闲娱乐产品需求稳定增长；户外与运动品类在全球范围内保持高 景气度，兼具功能性与时尚感的产品更受追捧。报告还强调，跨境卖家需把握不同市场的消费偏好， ...

Core Insights - The 2026 global consumer market is experiencing diversification and transformation, focusing on four core dimensions: health, personalization, intelligence, and sustainability [1] Group 1: Health Consumption Trends - Health consumption is on the rise, covering various scenarios such as diet, exercise, and wellness, with a notable preference for natural ingredients and functional products [1] - The demand for fitness-related categories is growing rapidly, with wearable devices and nutritional supplements gaining popularity [1] Group 2: Personalization and Emotional Consumption - Personalized and emotional consumption is becoming mainstream, with consumers increasingly valuing unique designs, customized services, and emotional resonance [1] - Niche brands and original design products are rising quickly due to their differentiated advantages, with styles like "cute" and "national trend" gaining widespread attention [1] Group 3: Intelligent Consumption - AI technology is deeply integrated into consumer scenarios, enhancing product innovation and user experience, with smart home appliances and beauty tools seeing increased penetration [1] - Digital functionalities are improving convenience and precision, driving significant upgrades in consumer experiences [1] Group 4: Sustainability in Consumption - The concept of sustainable consumption is gaining traction, with products made from eco-friendly materials, circular designs, and low-carbon production being favored by consumers [1] - Consumers are increasingly considering brands' environmental and social responsibilities in their purchasing decisions [1] Group 5: E-commerce and Market Dynamics - Cross-border e-commerce is thriving, accelerating global consumer connectivity, with platforms like Amazon becoming key channels for brands to reach international markets [1] - Different consumer segments, such as the elderly focusing on wellness and younger generations on trendy consumption, show strong growth potential in niche markets [1] Group 6: Integrated Consumer Experience - The integration and efficiency of consumer experiences are becoming competitive keys, with brands optimizing supply chains and enhancing service responsiveness to increase consumer loyalty [1]

Core Insights - The rise of innovative "principals" in the consumer market is driven by increasing demand for personalized experiences and consumption upgrades [1] - A notable example is a pancake vendor in Chengdu, who combines artistic skills with traditional food to create cartoon-patterned pancakes, attracting significant consumer interest [2][4] Group 1: Consumer Trends - The popularity of personalized and experiential consumption is evident, as consumers are willing to pay for unique experiences that convey deeper emotions and stories [6][8] - The concept of "interest consumption" is emerging, where products like customized pancakes serve beyond basic needs, offering emotional value [6] Group 2: Business Innovation - The pancake vendor, Zeng Yaxin, utilizes her art background to innovate within the traditional snack market, leading to a surge in popularity and customer engagement [4][10] - Similar trends are observed in other regions, such as the "fire-burnt coffee" concept in Yunnan, showcasing how unique offerings can create local consumer excitement [14][16] Group 3: Policy Support - Local governments are increasingly providing policy support and financial incentives to foster new consumption scenarios and business models, enhancing the growth of personalized and experiential consumption [19][20] - Initiatives include loans, tax reductions, and support for creative businesses, aiming to stimulate local economies and diversify consumer experiences [22][24] Group 4: Market Dynamics - The evolving consumer landscape is characterized by rapid updates in consumption models, leading to new supply and demand dynamics that enhance market vitality [26]

在贵阳市府路另一家手工定制工作室里，经验丰富的裁缝师傅正专注地忙碌着。裁剪台上，一块块精心挑选的面料在师傅的巧手下逐渐变成一件件初具雏 形的大衣。裁缝郑师傅一边熟练地操作着缝纫机，一边介绍："手工定制大衣，每一个环节都讲究精细。从面料的选择，到裁剪的精准度，再到缝制的针 法，都直接影响着大衣的品质和穿着效果。我们这里选用的大多是高品质的羊毛、羊绒面料，保暖性好，质感上乘。而且每一针每一线都亲手缝制，能更 好地把控细节，让大衣更加合身、耐用。" 记者注意到，在工作室的一角，摆放着各种辅料，如纽扣、拉链、内衬等。郑师傅笑着说："别小看这些小东西，它们也是决定大衣品质的关键因素。我 们会根据大衣的整体风格和顾客的喜好，精心挑选合适的辅料，让大衣在细节处也能展现出独特的魅力。" 在贵阳，除了手工定制的裁缝店，布料市场也占据了一席之地，在延安巷这家主打特色面料经营的店铺内，各类布料琳琅满目，既有经典的传统织物，也 有紧跟潮流的新型材质，它们被巧妙搭配，展现出别具一格的魅力。 店主向记者介绍道："我们经营布料多年，一直注重在保留传统面料特色优势的基础上，紧跟时尚步伐。而且会密切关注当下流行的色彩、图案和材质趋 势，把这些 ...

Core Insights - The 2025 "Double Eleven" shopping festival showcases a vibrant consumer market with significant sales growth across major e-commerce platforms, highlighting a shift towards user experience and comprehensive service capabilities rather than just sales volume [1][2][3]. Group 1: Sales Performance - Taobao Tmall achieved over 1 billion in sales for 80 brands within the first hour, with over 30,000 brands doubling their sales compared to last year [2]. - Douyin e-commerce saw a 500% year-on-year increase in sales through live streaming, with over 41,000 merchants participating [2]. - Fliggy's travel products surpassed 1.6 million units sold, indicating a shift in consumer behavior towards service-oriented purchases [3]. Group 2: Consumer Behavior Trends - The current "Double Eleven" reflects a trend of rational purchasing, with consumers focusing on experience and diverse scenarios rather than just price [1][3]. - There is a notable shift in consumer preferences towards service experiences, as evidenced by the popularity of travel products and the willingness to purchase service-oriented items [3][6]. Group 3: Technological Advancements - Major platforms are leveraging AI and instant retail capabilities to enhance user experience and differentiate themselves in the competitive landscape [4][5]. - Taobao Tmall positioned this year's event as the first "Double Eleven" fully powered by AI, improving traffic distribution and product recommendations [4]. - JD.com reported a 3.2 times increase in the usage of its JoyAI model across over 1,800 scenarios, showcasing its supply chain advantages [4]. Group 4: Consumption Quality and Structure - The sales data indicates an optimization and upgrade in consumption structure, with new brands and categories emerging rapidly [6]. - Personalized consumption is on the rise, with significant growth in niche markets and unique products that align with individual consumer values [6][7]. - Health-conscious products and diverse travel experiences are gaining traction, reflecting a broader understanding of health and a shift towards experiential travel [6][7]. Group 5: Membership Economy - The value of membership programs is becoming more pronounced, with high-value users showing strong loyalty and engagement, shifting e-commerce operations from traffic-driven to user-centric strategies [7].

Core Insights - The 2025 "Double 11" shopping festival showcases a vibrant consumer market with significant sales growth across major e-commerce platforms, indicating a recovery in overall consumption [1][2] - The competition among platforms has shifted from merely focusing on sales volume to enhancing user retention, merchant empowerment, and technological implementation [1][4] Group 1: Sales Performance - Taobao Tmall achieved over 1 billion yuan in sales from 80 brands within the first hour, while JD.com saw a 24.7% year-on-year increase in active users [1][2] - Douyin e-commerce reported a 500% year-on-year growth in live sales, with over 41,000 merchants participating [1][2] - Nearly 19,000 brands surpassed last year's total sales within the first hour, indicating a concentrated release of consumer demand [2] Group 2: Consumer Behavior Trends - The current "Double 11" reflects a trend towards rational purchasing, with consumers prioritizing experiences and services over physical goods [3][6] - Service-oriented consumption has surged, with travel products on Fliggy exceeding 1.6 million sales, indicating a shift from tangible goods to experiential services [3][6] - The demand for personalized and niche products is rising, with new brands and unique items gaining traction among consumers [6][7] Group 3: Technological Advancements - AI and instant retail capabilities are becoming core competitive advantages for platforms, enhancing user experience and operational efficiency [4][5] - Taobao Tmall is leveraging AI to optimize traffic distribution and improve search relevance, while JD.com is utilizing its "super supply chain" to enhance logistics [4] - Instant retail has emerged as a new focus, with platforms integrating local merchant orders and showcasing the potential for e-commerce and instant retail synergy [4] Group 4: E-commerce Ecosystem Evolution - The competition in the e-commerce industry is evolving from a single-dimensional focus to a comprehensive ecosystem approach, driven by technological empowerment [5][7] - Membership economies are gaining importance, with high-value users contributing significantly to platform growth and shifting operational strategies towards deeper user engagement [7] - The overall consumer landscape is becoming more rational, diverse, and quality-oriented, with a shift from price competition to value competition [7]

Core Viewpoint - A rising trend of "self-sufficient" clothing among young people is emerging, where they prefer to select fabrics and customize their clothing, significantly reducing costs compared to ready-made garments [1][3]. Group 1: Consumer Behavior Shift - The "Tao Bu" (fabric hunting) trend represents a consumer awakening, with young people shifting focus from brand prestige to cost-effectiveness and practicality [3][8]. - Young consumers are redefining "value" by prioritizing practical benefits over brand allure, leading to a new trend of frugality [3][8]. Group 2: Personalization and Creativity - The appeal of "Tao Bu" lies not only in cost savings but also in the ability to express individuality and achieve a sense of accomplishment through personalized clothing [3][5]. - Young people are increasingly becoming the "curators" of their wardrobes, incorporating unique designs and features into their custom-made garments [3][5]. Group 3: Social Media Influence - Topics related to "Tao Bu" have gained significant traction on social media platforms, with millions of views on tutorials and guides that help young people create unique wardrobes on a budget [5][8]. - The phenomenon reflects a deeper value change among young consumers, where the ability to create is becoming a new social currency, overshadowing traditional markers of identity based on ownership [5][8]. Group 4: E-commerce Trends - Data indicates that consumer behavior during events like "Double Eleven" is evolving towards more rational, quality-focused, and personalized purchasing decisions [8]. - Young consumers are increasingly opting for practical solutions, as evidenced by their engagement in both online and offline fabric selection and design processes [8].