体验经济

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打造差异化体验 上半年屈臣氏多个门店全新场景轮番亮相
Sou Hu Cai Jing· 2025-08-20 07:36
Core Insights - The article highlights a significant shift in consumer behavior towards experiential shopping, moving from mere consumption to seeking emotional and sensory experiences in retail environments [1][4][25] - The rise of the "experience economy" is evident, with consumers desiring more than just products; they seek engaging interactions and memorable experiences [1][18] Group 1: Consumer Trends - Data from the National Bureau of Statistics indicates that from 2013 to 2024, per capita service consumption expenditure in China increased from 5,000 yuan to 13,000 yuan, with its share of total consumption rising from 39.7% to 46.1% [1] - Over one-third of young consumers prefer shopping in physical stores not just for purchasing but for the atmosphere and inspiration [1] - The emergence of the "He Economy" reflects a growing trend where male consumers are increasingly focused on self-care and grooming, with online sales of men's skincare products projected to grow nearly 20% year-on-year in 2024 [5][9] Group 2: Company Initiatives - Watsons has launched new in-store experiences targeting men, children, and health, enhancing sensory experiences and emotional satisfaction for consumers [1][14] - The "Male Equipment Supply Station" has been introduced in key cities, featuring a rugged industrial design to create a dedicated shopping space for male consumers, significantly improving product visibility and shopping convenience [5][14] - Watsons plans to expand the "Male Equipment Supply Station" to 300 stores nationwide, tapping into the previously underdeveloped male consumer market [14][25] Group 3: Children's Market - Watsons has created a "Children's Selected Zone" in select stores, offering over 250 products tailored for children aged 3 and above, reflecting the shift towards a more refined and emotional approach to children's consumption [12][18] - The introduction of children's makeup services and play areas in stores aims to enhance the shopping experience for families, allowing parents to shop while their children are entertained [18][25] Group 4: Health and Wellness Focus - Watsons is leveraging its health and beauty heritage by establishing health experience centers in multiple cities, aiming for a threefold increase in health product sales over three years [21][25] - The company is also integrating AI technology with the launch of an AI health consultant, providing personalized health advice and enhancing the consumer experience [25]
展览何以动人
Jing Ji Ri Bao· 2025-08-16 00:57
漫步于航天主题展,仿若置身星辰大海;对话敦煌艺术展,恰似穿越千年时空……越来越多的观众热衷 于打卡各类展览,他们在展柜前驻足,于光影中沉浸,在互动里共鸣。 国家文物局发布数据显示,2024年全国博物馆接待观众14.9亿人次,备案博物馆达7046家,实现"每20 万人拥有一家博物馆"。不少人"为一馆,奔赴一座城",曾经"高冷"的博物馆跃升为文旅"顶流"。 有趣、有内涵的展览不断涌现,策展人功不可没。他们以跨界思维重塑展览范式,成为激活文化生产的 关键力量。 巧思无垠 策展人对空间与感官的精心营造,构筑了清晰而富有张力的认知图景。在一场展览中,作品不再孤立存 在,而是被纳入"时间之维""自然之维""人间之维"。光影流动间,展品有了呼吸与脉动。 不久前,"如是莫高"敦煌艺术大展在北京展览馆亮相,展厅内人潮涌动。观众有的静静观赏壁上丹青, 有的轻声交流感悟。 九座1∶1复刻的敦煌经典洞窟、首次走出莫高窟的特窟第217窟复刻版、神圣庄严又充满世俗风情的莫高 窟最大佛教史迹画《五台山图》……吸引众多观众"二刷"乃至"多刷"。 "AI与实景结合,让五台山壁画栩栩如生,能身临其境感受历史场景,太震撼了。"来自北京的观众辛云 ...
暑期演出单月34.23亿票房,年轻人为何偏爱“情绪消费”?
Sou Hu Cai Jing· 2025-08-14 21:12
Core Insights - The performance market is experiencing significant growth, with total ticket sales reaching 34.23 billion yuan in July 2025, a nearly 60% increase from 22.19 billion yuan in July 2024, primarily driven by concerts which contributed over 90% of the revenue [1][3][4] - The gap between the performance market and the film box office is narrowing, with the latter at 40.67 billion yuan during the same period [1] Group 1: Concert Market Dynamics - Major artists like Mayday and Yi Yang Qian Xi are leading the concert scene, with Mayday's 12 shows at the Bird's Nest attracting massive crowds and ticket prices for Yi Yang Qian Xi's concert soaring to over 10,000 yuan in the secondary market [3][4] - The concert market is characterized by a "ticket-snatching economy," where fans actively share tips and strategies for securing tickets, reflecting the high demand and competitive nature of the market [4][5] Group 2: Evolving Audience Engagement - The integration of various entertainment forms, such as comedy and interactive elements, is reshaping the concert experience, making it more than just a passive viewing event [5][7] - Young audiences are increasingly seeking emotional engagement and participation, with concerts serving as platforms for collective experiences and self-identity [8][9] Group 3: Market Trends and Future Outlook - The rise of the "experience economy" indicates a shift in consumer preferences towards immersive and participatory events, positioning concerts as ideal venues for such experiences [9][11] - The evolving landscape of the concert market reflects broader cultural shifts and the need for brands to create diverse and engaging performance experiences to capture different age demographics [11][12]
“Z世代”的义工游
2 1 Shi Ji Jing Ji Bao Dao· 2025-08-13 09:17
义工游,顾名思义是"义工"+"旅游",是一种将旅行与志愿服务结合起来的活动。参与者一般在旅行目 的地进行一定时间的志愿服务,为当地社区或环境提供帮助。海外义工游发展比较成熟,比如到柬埔寨 教习孩童、到南非保护鲸鱼、在斯里兰卡救助海龟等,都是由NGO组织策划的含有公益和旅行双重属 性的国际义工旅行项目。近年来有不少中国年轻人也加入了这些国际义工活动。 平衡商业化与公益性,是义工游"长红"的关键。 这个暑假,义工游这种独特的旅行方式在Z世代中掀起热潮。从山东的寺庙义工、新疆哈萨克族村落的 以工换宿,到冰岛海岸线的环保行动,义工游以"用汗水换风景"的独特魅力,席卷2025年暑期旅游市 场。 三名亲身体验了义工游的Z世代年轻人向21世纪经济报道记者讲述了她们的义工游经历,或为濒危小蓝 企鹅筑巢,或在古村救助流浪狗,沉浸式体验不仅省钱,还让旅行充满故事与意义。 据艾瑞咨询最新数据,2024年中国义工游市场规模已突破120亿元,同比增长近30%。截至2025年8月12 日,小红书上"义工旅行"话题累计浏览量达2.1亿,相关讨论高达230万个;打工换宿话题2120万浏览 量,12.4万讨论。 这股从"穷游"到"深游"的文旅 ...
星巴克在中国做错了什么?
Hu Xiu· 2025-08-08 12:09
Group 1 - The core argument is that Starbucks is not merely a coffee brand but a lifestyle brand, which differentiates it from competitors like Luckin Coffee [3][11][20] - Starbucks' founder Howard Schultz emphasizes that the company's competition is more aligned with social spaces like bookstores and tea houses rather than just coffee brands [4][11] - The media narrative of Starbucks being defeated by Luckin Coffee and forced to sell is a misinterpretation; the focus should be on how to adapt and continue operations [5][10] Group 2 - Starbucks has made three strategic errors in the Chinese market, which include mispricing products, failing to adapt to market changes, and losing insight into its target customers [24][39][52] - The first strategic error was not recognizing the importance of pricing in relation to the experience offered, leading to a misalignment with consumer expectations [22][23][24] - The second error involved ignoring the changing market environment and continuing aggressive expansion without adapting to new consumer behaviors [38][40][41] Group 3 - The third strategic error is a lack of understanding of the target customer base, as Starbucks has focused on expansion rather than providing exceptional service tailored to its clientele [52][56][57] - The company has shifted its focus to lower-tier markets without a clear strategy on how to cater to different consumer segments, which may dilute its brand identity [46][50][52] - Starbucks' initial success in China was due to favorable market conditions, but as those conditions have changed, the company faces significant challenges ahead [60]
掘金泰国-市场洞察与战略机遇报告2025-海域出海研究
Sou Hu Cai Jing· 2025-08-06 17:02
Group 1: Thailand Overview - Thailand is the second largest economy in ASEAN with a GDP of $545 billion in 2023, and a per capita GDP of $7,830, which is above the ASEAN average of $5,210 [7][9] - The country has a population of 67.9 million, with over 90% practicing Buddhism, and Thai is the official language [9][7] - Thailand's total foreign trade reached $585 billion, accounting for 15.2% of ASEAN's total trade, and it attracted $12 billion in foreign direct investment, ranking third in ASEAN [7][9] Group 2: Policy Incentives and Opportunities - The Thai government supports nine key industries, including automotive and electronics, aiming to enhance GDP by at least 1% [23][19] - The EV3.0 and EV3.5 policies target a 30% production rate for electric vehicles by 2030, with Chinese companies holding a 75% market share in Thailand's electric vehicle sector [24][25] - The report highlights the importance of compliance, including ODI registration, trademark protection, and adherence to import regulations [30][19] Group 3: Consumer Insights - The Thai consumer market is shifting towards convenience and digitalization, with over 80% of online consumption occurring on mobile devices [30] - E-commerce is dominated by Shopee with a 49% market share, followed by Lazada at 30%, and TikTok Shop is rapidly growing with a live shopping penetration rate exceeding 40% [30] - The report identifies five trends in luxury consumption, including high-end dining experiences, cultural entertainment privileges, luxury travel, personalized health services, and collectible investments [28][30] Group 4: Chinese Enterprises in Thailand - Chinese companies are performing well in various sectors, including electric vehicles (BYD, Great Wall), home appliances (Haier, Midea), fast fashion (SHEIN, Pop Mart), and cosmetics (ZEESEA,橘朵) [30][19] - The report emphasizes the need for localization strategies and leveraging policy benefits to tap into consumer and industrial opportunities in Thailand [30][19]
富达基金周文群:新消费整体估值偏高 对传统消费保持观望
Zhong Zheng Wang· 2025-08-05 13:53
Group 1 - The core viewpoint is that with the post-95 and post-00 generations becoming the main consumer force, there is a shift towards emotional value-driven demand, leading to rapid growth in service consumption and experience economy, particularly in sectors like trendy toys, health management, and cultural experiences [1] - From an investment perspective, new consumption overall is considered to have high valuations, necessitating a selective approach to stocks with valuation safety margins; traditional consumption is viewed with caution due to low valuations but lack of catalysts, requiring a wait for signals [1] - The investment process in new consumption companies has prompted new considerations, with a focus on the long-term trends in the IP industry and the international expansion of outstanding Chinese companies [1]
蚂蚁加码“体验经济”
Hua Er Jie Jian Wen· 2025-07-24 08:27
Core Insights - The rental industry is expanding rapidly, driven by the changing consumption logic of Generation Z, who prioritize experience over ownership, creating a new trillion-dollar market opportunity [2][3][4] - Ant Group announced a significant investment of 10 billion yuan to enhance its rental ecosystem, focusing on "full-domain operation" and "AI intelligent management" capabilities [2][4] - The rental market is witnessing explosive growth, with platforms like Ant Group's Sesame Rental reporting a 71.6% year-on-year increase in transaction GMV, and a 200% increase in orders from post-2000 consumers [4][5] Group 1: Market Dynamics - The traditional rental business is shifting towards a consumer-oriented model, with younger consumers showing a preference for experience-based consumption [3][4] - The average decision-making cycle for traditional rentals is 5-7 days, while new rental models have reduced this to as little as 30 minutes [4][5] - The penetration rate of new rental experiences is currently at 8%, with potential willingness to use exceeding 50% after exposure to the model [4] Group 2: Ant Group's Strategy - Ant Group is focusing on building a robust user credit system and AI capabilities to support the rental industry, addressing challenges such as asset depreciation and user credit assessment [5][6] - The company aims to leverage its existing resources, including traffic and marketing, to enhance the rental experience and support brand partnerships [8][25] - Ant Group's ambition extends beyond low-end rentals, targeting high-end brands to establish user awareness through differentiated experiential offerings [6][7] Group 3: Consumer Behavior - Young consumers are increasingly using rentals to lower startup costs and explore diverse interests without the burden of ownership [4][10] - The rental model is seen as a more rational consumption method, appealing to consumers who prefer flexibility and lower financial commitment [4][5] - The trend of renting items like plants and office equipment is gaining traction, reflecting a shift in how businesses manage costs during uncertain periods [10][11] Group 4: Future Outlook - The rental market is projected to grow from 71.6 billion yuan this year to a trillion yuan by 2030, indicating significant potential for expansion [4][26] - Ant Group is preparing for competition from other players like JD.com, which is also looking to enter the rental market [8][26] - The integration of rental services with e-commerce platforms like Taobao and Xianyu is expected to enhance market penetration and consumer engagement [25][26]
旅拍“刺客”,被拍在沙滩上
Hu Xiu· 2025-07-22 13:03
Core Viewpoint - The "travel photography" model, popular among young people, is being abandoned due to rising consumer dissatisfaction and industry issues [1][2][3] Group 1: Industry Challenges - The leading travel photography brand "Platinum Travel Photography" has been accused of "disappearing and running away, defaulting on consumer payments," raising widespread concern [2][3] - The survival of top companies is in doubt, indicating a broader industry crisis [3] - Consumers are increasingly questioning the value of travel photography as experiences become commodified and lack authenticity [4][6] Group 2: Consumer Experiences - Many consumers report negative experiences with travel photography services, citing hidden costs, poor quality, and unfulfilled promises [5][10][15] - Specific cases highlight issues such as unexpected price increases, low-quality costumes, and unsatisfactory photo editing [10][14][15] - Social media discussions reveal a growing backlash against travel photography, with complaints about inducement to consume and poor service quality [17][18] Group 3: Company Issues - "Platinum Travel Photography" has faced numerous complaints regarding unfulfilled services and refund difficulties, leading to a loss of consumer trust [20][22][23] - The company has been reported to owe employees several months of wages, indicating financial distress [26] - Legal troubles are mounting, with significant assets frozen and multiple court judgments against the company [27] Group 4: Future Directions - The traditional travel photography business model is under scrutiny, with high operational costs and a reliance on physical locations making it vulnerable to market changes [29][30] - There is potential for transformation in the industry, focusing on personalized experiences and leveraging technology such as AI for better service delivery [33][34] - The future of travel photography may lie in integrating cultural experiences and technology, moving away from mere photo services to a more holistic "experience economy" [39][40]
即时零售的后手
Hu Xiu· 2025-07-22 03:49
Group 1 - Major players in the e-commerce and food delivery sectors are re-engaging in fierce competition, with JD.com entering the food delivery market and Alibaba restructuring its business units to integrate Ele.me and Fliggy into a larger consumer group [1][4][6] - The competitive landscape has evolved from initial skirmishes to full-scale battles, with companies like Meituan and Pinduoduo also emerging as significant players, indicating a shift from traditional B2C and C2C models to new forms of e-commerce [2][4][5] - The concept of instant retail is being introduced, with JD.com aiming to redefine food delivery by integrating it with e-commerce logistics, potentially transforming the delivery model [6][22][24] Group 2 - The logistics and delivery systems of e-commerce and food delivery are fundamentally different, with e-commerce relying on a point-to-point model while food delivery requires a more flexible and immediate approach [10][20][21] - JD.com has established a robust logistics network that supports its e-commerce operations, which may provide a competitive advantage in the food delivery sector [11][15] - The integration of food delivery with e-commerce logistics could lead to a more efficient delivery system, allowing for better resource allocation and potentially lower costs [22][24][26] Group 3 - The market is witnessing a trend towards consolidation and collaboration among major players, as they seek to leverage each other's strengths to enhance service offerings and customer experience [23][34] - Instant retail is gaining traction, with consumers increasingly seeking convenience and speed in their purchasing decisions, which could reshape the future of retail [34][49] - The competitive dynamics are shifting, with companies needing to adapt to changing consumer preferences and the evolving landscape of e-commerce and food delivery [36][60]