Core Viewpoint - The article discusses the concept of "involution" in consumer markets, highlighting how businesses often replicate each other, leading to a lack of uniqueness and consumer engagement [4][20]. Group 1: Examples of Involution - Many famous shopping streets in China have become homogenized, offering the same local snacks and souvenirs, which detracts from the original local experience [2]. - Renowned shopping centers in China exhibit similar patterns, with luxury brands and products being nearly identical across different locations, making shopping a monotonous experience [3][4]. Group 2: Causes of Involution - Involution occurs because businesses tend to follow the same strategies and offerings, leading to a lack of differentiation in the market [5][16]. - The article references the insights of Japanese social psychologist Minoru Miura, who emphasizes the importance of uniqueness in consumer offerings [5][16]. Group 3: Case Study of Shimokitazawa - Shimokitazawa, a vibrant community in Tokyo, initially saw a decline in popularity due to the influx of chain stores that diluted its unique character [10][11]. - To combat this, the community began to reject chain stores and welcomed unique local shops, which helped restore its vibrancy and appeal [12][15]. Group 4: Lessons from Japan - The article suggests that instead of competing to be the best in a saturated market, businesses should focus on being unique and offering distinct products [16][20]. - The success of brands like Tommy in Tokyo, which offers exclusive items not available in other stores, illustrates the value of uniqueness in attracting consumers [17][18]. Group 5: Learning Opportunities - The article promotes a learning trip to Japan, focusing on how Japanese brands navigate low-growth periods and maintain consumer engagement through unique offerings and customer-centric strategies [21][26]. - The trip aims to explore how Japanese companies like 7-Eleven and Suntory adapt to market challenges by understanding consumer needs and innovating within their product lines [26][29].

Core Insights - The article highlights the remarkable success of 7-Eleven, which has over 80,000 stores globally and has experienced continuous growth for over 50 years [3][4]. Group 1: Business Model Evolution - 7-Eleven originated as a small ice-selling store in 1927 and evolved by expanding its product offerings to meet customer needs, laying the foundation for the convenience store model [6][7]. - The transformation of 7-Eleven into a global leader was significantly influenced by Japanese businessman Toshifumi Suzuki, who adapted the American model to fit Japanese consumer preferences [10][11]. Group 2: Consumer Insight and Market Adaptation - 7-Eleven's exceptional ability to understand consumer needs is exemplified by its market research before entering Beijing in 2004, leading to the introduction of freshly prepared food options that catered to local tastes [14][18]. - The company has continuously innovated its offerings, such as the "freshly baked delivery" service, which doubled the sales of bread by ensuring customers received freshly baked products [19]. Group 3: Value-Added Services - In 1987, 7-Eleven pioneered utility bill payment services in Japan, addressing the time constraints of consumers [21]. - The introduction of ATMs in 1990 and meal delivery services in 2000 further exemplified 7-Eleven's commitment to convenience, particularly for elderly and pregnant customers [22][23][26]. Group 4: Customer Satisfaction Focus - The article emphasizes that many successful Japanese companies, including 7-Eleven, prioritize customer satisfaction over profits, as seen in the practices of companies like Kao and Suntory [27][29]. - The approach of understanding and respecting consumer needs has been a common thread among leading Japanese brands, contributing to their resilience in competitive markets [29]. Group 5: Learning Opportunities - The article promotes a learning trip to Japan, focusing on the operational strategies of successful brands like 7-Eleven, Suntory, and others, to explore how they thrive in low-growth environments [31][36].

Core Viewpoint - The article discusses the evolution of the lingerie industry in China, focusing on the brand Aimer, founded by Zhang Rongming, and its adaptation to changing consumer preferences and market dynamics [2][5][26]. Company Overview - Aimer was founded in 1993 by Zhang Rongming, who initially developed a high-performance memory alloy bra under the brand [5][6]. - The company has grown to become a leading player in the domestic lingerie market, with a diverse product line that includes various sub-brands [5][6][10]. Market Trends - The lingerie market is experiencing a shift in consumer preferences, with a growing emphasis on comfort and practicality over traditional notions of beauty and allure [6][8][10]. - New brands are emerging with innovative concepts such as "wireless" and "size-free" designs, challenging established players like Aimer [6][12][17]. Competitive Landscape - Aimer has historically been a pioneer in the use of memory alloy materials for bras, but it faces increasing competition from new entrants that leverage modern marketing strategies and consumer trends [6][12][17]. - The brand has maintained its market position despite the entry of global competitors like Victoria's Secret, which struggled in the Chinese market due to cultural differences [8][9][12]. Consumer Behavior - The new generation of Chinese female consumers is shifting from a desire to please others to a focus on self-expression and comfort in their lingerie choices [6][10][12]. - Aimer recognizes the importance of adapting to these changing consumer values while maintaining its brand identity [17][25]. Production and Supply Chain - The lingerie industry is moving towards more efficient production methods, such as bonding technology, which reduces labor costs and increases production capacity [12][24]. - Aimer is exploring new manufacturing techniques while balancing the need for quality and brand integrity [12][24]. Strategic Direction - Aimer's strategy emphasizes maintaining brand consistency across online and offline channels, resisting the urge to engage in price wars [19][21][26]. - The company is focused on building a strong brand presence and adapting to market changes without compromising its core values [17][26].