封面新闻记者 欧阳宏宇 还记得小时候在电脑上偷过的菜吗？如今，也将在QQ、微信上实现了。 记者2月4日获悉，腾讯宣布《QQ经典农场》即将在2月6日正式回归，同步登录QQ和微信。根据官方发布的公告显示，2月2日10:00停服后，测试期间的 所有游戏数据将按规则永久清除，游戏正式上线后将按最高200%的钻石对测试期间的充值返利，并且对参与测试的玩家发放大礼包及内测专属头像框。 《QQ农场》是腾讯推出的一款模拟经营类游戏，于2009年5月发行，玩家在游戏中可以种植作物，饲养动物，经营农作物商品。游戏当时风靡全网，曾创 造了同时在线人数1.2亿的纪录，成为80后、90后的集体记忆。 记者查询发现，QQ农场并没有停运，一直可以通过PC端QQ进入，也有单独的游戏APP，但改变较大，与印象中熟悉的经典版本不同。此次即将回归的 《QQ经典农场》已可以在微信小游戏中检索到。 事实上，早在去年12月初，"经典版QQ回归"话题就登上热搜，引起网友热议。在同期公布的国产网络游戏审批信息中，移动端的腾讯《QQ农场》也获得 了版号。 老游戏回归一定程度上也契合了怀旧经济持续升温，"爷青回"成为年轻人的情感共鸣点。同时，为了逃脱重度游戏带 ...

■本报记者 王小月 文/摄 近年来，怀旧消费逐渐在中青年消费群体中兴起：从经典影视作品的重映到"古早商品"的翻红，从线下怀旧主题场景的打造到线 上二手交易平台的活跃，怀旧经济正以多元形态渗透日常生活。 （来源：中国消费者报） 图：怀旧经济以多元化形式融入日常生活。 不过，也有专家指出，虽然怀旧经济的持续升温带来了商业机遇，但其发展仍存在诸多不足，如价格虚高、同质化严重、缺乏创 新等，要警惕过度商业化导致的情怀透支。 联结美好记忆 怀旧经济又称复古经济，是以消费者的怀旧情感为驱动力，以承载不同年代集体记忆的老物件、传统技艺、经典IP等为载体，通 过对这些元素进行复刻、创新或场景化呈现，满足消费者情感共鸣与精神需求，同时兼具实用价值和社交属性的一种经济形态。 艾媒咨询统计数据显示，2025年中国复古经济市场规模为3552.5亿元，同比增长11.7%，预计2030年有望达到5878.5亿元。 近日上映的《寻秦记》电影版在网络端持续走热并引发消费者热议。"2001年守在电视机前追的穿越神剧，20多年后还能在电影 院重逢原班人马。我们怀念的或许不是《寻秦记》，更是那个守在电视机前会因主角命运而揪心的自己。"北京消费者张 ...

（来源：中华工商时报） 在快速变迁、充满不确定性的时代，怀旧作为"心理锚点"，能提供安全感、连续性与认同感，而体验消 费则将这种抽象慰藉转化为可触摸、可分享的社交时刻。怀旧经济更是体验经济的一种深化，当物质丰 富，人们消费寻求从功用向情感价值、体验价值升维，怀旧体验恰好提供了这种情感浸润的时空价值。 从某种程度上来说，怀旧经济激活了体验消费潜力。 怀旧经济折叠了时空，打造了一个过去式的"时空胶囊"：旧影视情怀被反复"重温"、老物件"身价翻 倍"、沉浸式旧场景消费崛起、旧婚礼仪式受追捧、旧课堂老同学聚会兴起等。20世纪70、80年代出生 的人们怀旧，是为青春记忆买单，而年轻人买单的深层动因则更值得分析。如情感疗愈，旧物成为逃离 焦虑的锚点；弥补童年遗憾，购买儿时未得的零食和玩具，"再养一遍自己"；通过分享怀旧消费，满足 一种历史发展的文化归属感等。 当前，怀旧经济发展仍存在诸多不足，如价格虚高、同质化严重、商品真假混卖、缺乏创新等。应以创 新激活真正的怀旧体验，如结合VR/AR重现经典场景，提升沉浸感；挖掘本地独特记忆，打造稀缺 性；促进当代审美与复古元素融合，从老物件改造拓展至文创设计、主题文旅、剧本杀等产业 ...

Group 1 - The core viewpoint of the article is the introduction of 28 policy measures by the Shanghai Municipal Government to enhance service quality and boost consumption across six key sectors: finance, information services, transportation, cultural and entertainment services, life services, and inspection and certification [1][3] Group 2 - In the financial sector, the measures encourage innovation in financial products tailored to new consumption trends, such as holiday, night, nostalgic, and anime economies, and include personal consumption loan interest subsidies and optimized auto loan processes [1][2] - In transportation services, the government supports airlines in launching new international routes and developing luxury tourism trains, as well as enhancing airport commercial layouts to create composite consumption scenarios [2] - In the cultural and entertainment sector, there is a focus on promoting the gaming and esports industry, supporting the development of original IP games, and incentivizing quality micro-short film content creation [2] Group 3 - The next steps involve ensuring the effective implementation of the measures by coordinating service supply with consumer demand, promoting digital, green, and intelligent consumption, and enhancing service quality [3] - The government aims to create a favorable environment for sustained consumption growth by implementing fiscal and financial support policies and improving service quality management and brand building [3]

Core Viewpoint - The Shanghai Municipal Government has issued a set of measures aimed at enhancing service quality and boosting consumption, focusing on the interconnection between service industries and consumer demand through 28 specific initiatives [1][8]. Group 1: Policy Measures - The measures support the innovation and development of comprehensive platform enterprises, including e-commerce and life service platforms, while promoting specialized consumption platforms in areas such as maternal and child care, housekeeping, and elderly care [1][8]. - The government aims to optimize the automotive loan process by relaxing application conditions and determining reasonable loan issuance ratios, terms, and interest rates [2][9]. - The measures encourage financial institutions to innovate consumer financial services tailored to new consumption characteristics, including holiday, night, nostalgic, and subculture economies [4][10]. Group 2: Financial Support and Infrastructure - There is a focus on enhancing financial support for consumer infrastructure, encouraging financial institutions to back key projects in commercial facilities and community service upgrades [4][10]. - The measures promote the issuance of real estate investment trusts (REITs) for consumer infrastructure and support eligible projects in applying for local government special bonds [4][10]. Group 3: Cultural and Entertainment Sector - The measures aim to invigorate the cultural and entertainment sectors by enhancing the supply of cultural performances and exhibitions, supporting high-level paid exhibitions, and developing cultural products [6][12]. - There is an emphasis on leveraging the spillover effects of sports events by attracting well-known brand events and creating proprietary sports event IPs, with incentives based on the economic impact of these events [6][12]. Group 4: Gaming and Short Video Content - The government plans to promote the development of the gaming and esports industry by establishing a globally influential proprietary event system and supporting high-quality original games and esports projects [7][13]. - Support for the creation of quality micro-short films is included, with initiatives to attract creators and provide rewards for outstanding projects [7][13]. Group 5: Health Services - The measures encourage the development of high-end medical services and diversified health industries, including medical tourism and various health insurance products [7][13].

Core Viewpoint - The Shanghai Municipal Government has issued measures to enhance service quality and stimulate consumer spending, focusing on innovative financial products tailored to new consumption trends [1] Group 1: Consumer Financial Services - The measures aim to enrich personal consumer financial services, particularly in areas such as holiday economy, night economy, nostalgic economy, and ACG (Anime, Comic, and Games) economy [1] - Financial institutions are encouraged to innovate and develop financial products and services that align with the characteristics of new consumption [1] - Various card discount activities will be organized in conjunction with consumer festivals to promote spending [1] Group 2: Personal Consumption Loans - The implementation of personal consumption loan interest subsidy policies is highlighted to support consumer spending [1] - The process for auto loans will be optimized, with relaxed application conditions and reasonable determination of loan issuance ratios, terms, and interest rates [1] Group 3: Credit Products and Payment Services - There will be an expansion of credit products in large consumer areas such as green smart home and home decoration [1] - The measures include enhancing mobile payment services, particularly focusing on "external card internal binding" and "external package internal use" [1] - The promotion of asset securitization for retail loans, including personal consumption and credit cards, is aimed at revitalizing existing credit stock [1]

Core Insights - The trend of nostalgia among young consumers is growing, with a significant willingness to spend on nostalgic items, transforming previously discarded electronics into sought-after products [1][2][11] Group 1: Nostalgia Consumption Trends - Young consumers are increasingly engaging in nostalgia-driven purchases, with significant online engagement on platforms like Xiaohongshu, where topics related to nostalgic items have amassed billions of views [2][11] - The resale market for nostalgic items is thriving, with second-hand prices for items like portable CD players averaging 431 yuan, flip phones at 325 yuan, and CCD cameras at 217 yuan [2][4] - The nostalgia economy in China is projected to reach a market size of 355.2 billion yuan by 2025, with an annual growth rate of 11.7% [11][15] Group 2: Emotional and Psychological Factors - Over 80% of consumers engage in emotional spending at least once a month, indicating that nostalgia purchases serve as a form of emotional comfort for young people [5] - The rapid pace of societal change has led young consumers to cherish the past, using nostalgic items to escape current anxieties and reconnect with their childhood [6][8] - Nostalgic purchases allow young consumers to relive their childhood experiences, fulfilling desires for items they could not obtain in their youth [7][9] Group 3: Market Dynamics and Brand Strategies - Brands are capitalizing on the nostalgia trend, successfully reviving products that resonate with young consumers, such as the re-release of classic Nokia phones and nostalgic food items [11][15] - The resurgence of old films and immersive experiences in tourism reflects the broader cultural shift towards nostalgia, with significant box office success for re-released films targeting younger audiences [11][15] - However, the market is also facing challenges, including inflated prices and counterfeit products, highlighting the need for consumers to be cautious [13][15]

Core Viewpoint - The "nostalgia trend" is becoming a new consumer market force, but there are concerns about its superficiality and lack of deep connection to local history and culture [1][2] Group 1: Transformation of Nostalgia Consumption - The key to transforming "emotional consumption" into "value creation" lies in moving from mere "place replication" to "scenario presentation" [1] - Nostalgia consumption should focus on allowing visitors to "experience" and "understand" the past rather than just "seeing" it [1] - Engaging activities, high-tech scene restoration, and immersive storytelling can turn historical facts into tangible experiences, encouraging deeper engagement from visitors [1] Group 2: Local Roots and Unique Identity - The vitality of the nostalgia economy comes from its unique and regional characteristics, which cannot be replicated [2] - Project development should deeply explore local historical and cultural resources to uncover unique urban, industrial, and community memories [2] - Rooting projects in specific cultural contexts can help avoid the monotony of "one-click replication" and build lasting competitive advantages [2] Group 3: Expanding Beyond Single Business Models - Nostalgia themes should extend beyond consumer scenarios to encompass upstream industry chains, including creative design, product development, and brand incubation [2] - Landmarks, stories, and buildings can give rise to diverse cultural products, immersive dramas, and themed travel routes, creating a culture-value-centric industrial ecosystem [2] - Collaborating with night economies, educational travel, and senior markets can develop deep experience products for various demographics, effectively broadening market boundaries [2] Group 4: Integration with Urban Planning - Nostalgia economy projects must maintain close ties with cities and receive support in urban planning to encourage positive interactions with surrounding historical streets and traditional markets [2] - Continuous exploration of cultural value during project construction can elevate nostalgic spaces into "living memory museums" for cities [2] - When the nostalgia economy transcends mere nostalgia, it can become a new driver of consumer growth [2]

Core Viewpoint - The current trend among young people shows a strong inclination towards nostalgia, leading to a significant market for vintage items and experiences, which are often sold at high prices despite their outdated technology and performance [1][2][19]. Group 1: Nostalgia Consumption Trends - Young consumers are increasingly engaging in nostalgia-driven activities, such as listening to old songs and watching classic TV shows, which has led to a resurgence in the popularity of vintage items [2][19]. - On social media platforms like Xiaohongshu, nostalgia-related topics have garnered massive attention, with hashtags like 今天玩CCD了吗 reaching over 970 million views [2]. - The second-hand market shows significant price increases for nostalgic items, with average prices for used items like portable CD players at 431 yuan and flip phones at 325 yuan [2][4]. Group 2: Emotional and Psychological Factors - Over 80% of consumers engage in "emotional consumption" at least once a month, indicating that purchases related to nostalgia are often tied to emotional comfort and self-reward [7]. - The rapid pace of societal change has led young people to cherish the past, as vintage items provide a connection to their memories and a temporary escape from modern anxieties [8]. - Nostalgic purchases allow young consumers to reconnect with their childhood selves, fulfilling desires for items they could not obtain in their youth [9]. Group 3: Market Dynamics and Brand Strategies - The retro economy in China is projected to reach a market size of 355.2 billion yuan by 2025, with an annual growth rate of 11.7%, indicating that nostalgia is becoming a new consumer trend [15]. - Brands are capitalizing on nostalgia, with successful re-releases of products like the classic Nokia phone and McDonald's milkshakes, which have seen significant demand and price inflation [15][19]. - However, the market is also facing challenges, including price inflation and authenticity issues in the second-hand market, which consumers need to navigate carefully [17][19].

Core Insights - The Chinese consumer market in 2026 will be driven by five core consumer groups, shifting from "cost-performance" and "emotional value" to "quality-price ratio" and "holistic self-consumption" [1] - Consumers will prioritize rationality and quality, expecting brands to be both functional and emotionally resonant [1] Group 1: Generation Z (Ages 18-27) - Consumption for Generation Z is a means of self-expression and social identity, where purchases serve as "social currency" to enter specific circles [3][5] - They are willing to spend significantly on items that symbolize their identity, such as limited edition sneakers or local cultural products, reflecting their values and community [5][6] - The rise of "identity consumption" indicates that purchases are more about expressing beliefs and belonging than fulfilling needs [6] - The "谷子经济" (Guzi Economy) represents a mature emotional currency system, with a market size projected to reach 200 billion, driven by fandom and collectibles [9] - Young consumers are increasingly skeptical of influencer marketing, preferring authentic and relatable brand interactions [10][11] - The trend of "micro-luxury" consumption allows young consumers to find joy in small, affordable indulgences, enhancing their daily lives [12] - There is a growing demand for time-saving solutions, with consumers willing to pay for convenience in their daily routines [13][15][17] - The second-hand market is thriving, combining environmental consciousness with unique personal style, as consumers seek vintage items for both quality and social status [18][19] - Digital ownership, such as collecting unplayed games or apps, provides a sense of security and potential [20] - Aesthetic preferences are shifting towards simplicity and authenticity, rejecting excessive packaging and marketing [21][23][24] - Young consumers are exploring less commercialized areas for authentic experiences, seeking a contrast to urban life [25][26] Group 2: Small Town Middle-Aged Consumers - This demographic is characterized by stable income, property ownership, and a strong sense of local pride, making them a foundational consumer group [30] - Their purchasing decisions heavily rely on recommendations from friends and family, emphasizing trust over advertising [30] - Leisure activities define their consumption patterns, focusing on local experiences and community engagement [31][32] - Social currency is significant, with purchases serving to enhance their social image within their communities [33] Group 3: Millennials - There is a polarization in spending habits, with consumers seeking high value in everyday items while indulging in premium products for self-care and family [40][42] - Service consumption is on the rise, as consumers prefer to pay for convenience and quality outcomes rather than doing tasks themselves [43][44] - The "healing economy" is emerging, with consumers regularly engaging in emotional wellness activities, indicating a shift towards prioritizing mental health [46] - Anti-aging products are becoming more sophisticated, with consumers investing in comprehensive health management systems [47] - Membership-based shopping models are gaining traction, as consumers value curated selections that save time and ensure quality [49] - The revival of physical media, such as books and vinyl records, reflects a desire for tangible experiences and meaningful consumption [50] Group 4: New Middle-Class Women - The concept of "self-pleasure" is evolving into a comprehensive investment in personal growth, encompassing various aspects of life [51][52] - Women are increasingly investing in education, fitness, mental health, and skincare, seeking holistic self-improvement [52] - Brands must shift from merely meeting needs to providing integrated solutions that empower consumers [52]