近期，西贝莜面村多地门店关闭的消息引发热议，不少人将其解读为品牌衰退的信号。 但结合2025年餐饮行业的整体数据与市场变化来看，这场闭店潮并非被动退场，而是创始人贾国龙应 对"餐饮新常态"的主动布局。 在消费降级、成本高企、竞争加剧的三重压力下，剥离低效门店反而成为穿越周期的明智之举。 闭店成常态 2025年的餐饮行业，早已不是"开店即盈利"的黄金时代。 值得注意的是，西贝在闭店的同时也在推进新店开业。品牌官方回应称，开店与闭店均属于正常经营调 整，每年都会基于经营情况进行动态优化，这一说法与行业"优胜劣汰"的逻辑高度契合。 餐饮消费的理性回归，成为压在高端连锁品牌身上的第一根稻草。 红餐大数据显示，2025年8月全国餐饮人均消费降至36.6元，较上年同期再降7.7%，这一水平已接近 2015年的客单标准，而各类经营成本却较十年前大幅上涨。 消费需求的结构性变化尤为明显，家庭就餐偏爱200元以内的3-4人餐，工作日刚需价带集中在30-60 元，30元以下的线上订单占比已超六成。 美团核心本地商业CEO王莆中曾公开表示，2025年堂食客单价已基本回落至十年前水平。 这一变化对西贝的冲击尤为直接。作为主打中高端市 ...

Core Insights - The banking industry is shifting its focus towards consumers aged 40 and above, recognizing their significant population base and stable consumption needs [1][3][5] - The proportion of the population aged 40 and above has reached 46.7%, totaling nearly 350 million, with spending concentrated in essential areas such as housing improvement, children's education, and family healthcare [1][3] - Policy support has increased, with consumer loan limits raised to 500,000 yuan and repayment terms extended to 7 years, facilitating banks' deeper engagement in this market [3][11] Consumer Behavior - The decline in credit card issuance, with a reduction of 40 million cards in 2024, contrasts sharply with the growth of consumer loans, which have surpassed 21 trillion yuan [3] - Middle-aged consumers exhibit stable spending patterns due to ongoing financial responsibilities, such as children's education and elder care, leading banks to view them as a more reliable market [5][15] - The demand for home improvement and education-related expenses is particularly strong, with significant amounts required for renovations and tuition [10][13] Banking Strategy - Banks are leveraging data analytics to predict consumer needs, offering targeted loan products based on transaction patterns, such as education loans triggered by large transfers to training institutions [8][15] - The "iron triangle" of housing, education, and healthcare represents a concentrated flow of funds among middle-aged consumers, making them an attractive target for banks [10][15] - The low default rate among middle-aged borrowers, at 0.8% compared to 1.5% for those under 35, reinforces banks' confidence in lending to this demographic [15] Market Dynamics - The increase in demand for home improvement loans has surged by 182% following policy changes, with extended loan terms reducing monthly payment burdens by 30% [7] - The banking sector is encouraged to balance commercial interests with social responsibility, ensuring that consumer loans do not lead to excessive debt for borrowers [17]