"我一直有双隐形的翅膀……"粉色透明随身听轻轻一响，耳机里播放着千禧年代的流行热曲；手摇留声 机的唱针摩擦唱片，飘出上世纪八九十年代的经典老歌——这看似"穿越"的行为，却是当下不少年轻人 的日常。 祝莹晰 徐佩玉 《人民日报海外版》(2025年12月11日 第 04 版) 童年IP的火爆不仅体现在玩具、盲盒，也延伸到饮品、服饰及各种联名周边。以1959年问世的"芭比"为 例，尽管诞生于半个多世纪前，却仍受当代年轻人喜爱。出生于2002年的小刘收藏了一整柜的芭比周 边。她说，芭比早已超越玩偶本身，其所代表的勇于追求梦想的精神，至今仍能为她带来力量和启发。 在不少年轻人看来，这些老物件是独特的、有故事的。"买一台100年前的留声机，再买个唱片，能在家 随时听到百年前的声音。我特别喜欢这种穿越感，也愿意让孩子从老物件里了解历史。"在商店中挑选 产品的陈平哲如是说。一位CCD爱好者说，相比于手机，CCD需要手动对焦、调节距离，过程较慢， 但这也令拍摄的瞬间具备了更强的参与感、留下了更深的记忆。相较于高清相机，CCD低像素带来的 颗粒感和模糊、朦胧的质感，能把人短暂带回到千禧年。 复古潮流的兴起，在很大程度上也受到了社 ...

近年来，留声机、CCD相机（使用CCD图像传感器的早期数码相机）、小霸王游戏机等复古物件 重新流行，猪猪侠、哆啦A梦、蜡笔小新、维尼熊等童年IP联名款商品出现在商场货架上，芭比和魔卡 少女樱元素成为年轻人的穿搭灵感来源。一股跨越年代的复古风，正在当下年轻消费者中悄然升温。 在北京潘家园旧货市场经营复古物件商店20多年的梁秀兰明显感受到了这一趋势。"这几年，年轻 人的品味在不断变化，大概占复古老物件消费人群的1/3，一些00后也会来购买。"她说，许多年轻人会 购买留声机、放映机等老物件放在家里，提高生活格调。 童年IP翻红，留声机等老物件再度流行—— 年轻人为何爱上"复古风" "我一直有双隐形的翅膀……"粉色透明随身听轻轻一响，耳机里播放着千禧年代的流行热曲；手摇 留声机的唱针摩擦唱片，飘出上世纪八九十年代的经典老歌——这看似"穿越"的行为，却是当下不少年 轻人的日常。 复古潮流的兴起，在很大程度上也受到了社交媒体的推动。《家有儿女》等20年前的老剧在短视频 平台上重现；《倩女幽魂》《千与千寻》等经典电影再次登上大银幕，引发观影热潮，不少年轻观众在 社交平台分享"第一次在电影院看见这些电影"的独特体验。在社交媒 ...

Core Insights - Nostalgia consumption is experiencing a resurgence, with various nostalgic elements becoming popular among consumers, indicating a strong return of the nostalgia economy [1][2] Group 1: Nostalgia Marketing - Brands are increasingly leveraging nostalgic elements in their marketing strategies to resonate with younger consumers [2][3] - The core of nostalgia marketing is to trigger emotional resonance through collective memory, transforming product information into engaging narratives that evoke nostalgia [4][12] - Successful examples include brands like Dong'e Ejiao, which integrates familiar scenes from popular culture into their advertising to create emotional connections [5][6][8] Group 2: Case Studies - Dong'e Ejiao collaborated with the 20th anniversary of "Wulin Waizhuan," using storytelling to embed brand information within nostalgic narratives, enhancing emotional engagement [6][8] - Vivo's "Reply 1995" focuses on realistic portrayals of family life across generations, effectively capturing collective memories and emotions tied to technological advancements [9][11] - Other brands, such as Wallace, utilize familiar flavors to evoke childhood memories, successfully engaging consumers and enhancing brand value [11][13] Group 3: Consumer Behavior - Nostalgia marketing serves as a psychological compensation mechanism for consumers facing stress and competition, providing emotional refuge [12][14] - For millennials, nostalgic elements represent fashion and social sharing opportunities, while for young parents, they serve as a bridge to share childhood experiences with their children [12] - Brands can effectively activate forgotten assets through nostalgia, fostering emotional connections that lead to long-term brand loyalty [12][14]

Group 1 - The KTV industry is experiencing a significant shift, with a decline in young customers and an increase in elderly patrons, who now account for over 60% of the customer base [2][5] - The number of KTV establishments has drastically decreased from over 120,000 in 2015 to less than 30,000 in 2023, highlighting the industry's struggle [2] - Daytime occupancy rates for KTVs are generally above 80%, indicating a strong demand from the elderly demographic [2][6] Group 2 - KTVs are adapting to the aging population by implementing "age-friendly" modifications, such as larger font screens and accessibility features [7] - The industry is exploring new service models, including "health KTV" concepts that monitor heart rates and promote intergenerational singing events [5][6] - Despite the opportunities presented by the silver economy, challenges remain, including lower spending from elderly customers and potential conflicts with younger patrons [7] Group 3 - The average cost for elderly customers during daytime is between 10-30 yuan, making it an attractive option for retirees [6] - A nostalgic trend is emerging, with songs from the 1980s seeing a significant increase in requests, particularly works by artists like Teresa Teng and Fei Xiang [6] - KTVs are facing profitability issues, as the average spending of elderly customers is only one-fifth that of younger customers, leading to some venues struggling financially [7]