深夜十点的泰州吾悦广场依然人声鼎沸，宜宾的餐桌摆上可生食的三文鱼，石家庄的年轻人是五指毛桃 玄米水的忠实粉丝……这些散落在全国各地的消费图景，正悄然拼凑出一幅中国消费市场深刻变革的宏 大地图。1月5日，盒马发布《2025年百城"盒区房"消费力报告》用超过40个新进城市的鲜活数据，勾勒 出消费增长引擎从一线城市向新兴市场强劲"上涌"的消费新趋势。这不仅是一场地理意义上的市场拓 展，更是一场关于品质生活定义权与实现路径的"消费平权"。 新兴城市实现"消费平权" 清晨七点，石家庄的"盒区房"居民打开手机，下单了当天现做的三文鱼牛油果沙拉与冷萃咖啡。徐州一 家新开的精品咖啡馆里，几位年轻顾客正品尝着单品手冲，讨论着周末即将举行的城市马拉松赛事。这 些生活切片，正勾勒出中国新兴城市消费图景的深刻变革——健康食品、咖啡文化、户外运动与潮玩艺 术，这些曾经是一线城市的品质生活符号，如今已深深融入新兴城市的日常肌理。 过去几年，中国新兴城市的消费结构与生活方式经历了剧烈的重塑。文化和生活方式领域的市场下沉进 入高峰期，新兴城市正成为各类文娱体育活动的热土。音乐节在临沂的滨河公园掀起音浪，城市马拉松 赛让徐州充满活力，艺术展览 ...

来源：餐饮老板内参 总第4445期 作者 | 餐饮老板内参内参君 地域特色火锅崛起， 千亿市场打开增长新窗口 2025年，火锅行业与餐饮大盘同频，全面转向价值增长。 当前，火锅依然是引领着餐饮创新与增长的第一大品类。据Frost&Sullivan数据，2024年火锅行业规模约6199亿元，预计2025年增长 至6599亿元，始终保持高增速。 火锅门店数整体同样呈增长趋势。天眼查最新统计数据显示，截至2025年12月4日，国内火锅相关企业存量已达43.10万家，较上年同 期增长4.59%。 其中，川渝火锅始终是最稳固的基本盘，以57.8%的门店数量占比稳坐行业头把交椅。在这一高基数之上，川渝火锅也显现出两大变 化：一是整体占比较此前下滑3%，核心原因在于细分品类的分流；二是川渝火锅大类下衍生出水火锅、茶火锅等诸多创新方向，为 传统品类注入新活力。 市场精细化发展的同时，地域火锅的机会窗口随之打开。这一趋势在抖音平台被内容放大和加速，地方风味通过短视频和直播突破地 域限制，形成全国性消费潮流。 抖音生活服务数据显示，2025年云南火锅订单量占比同比增长0.49%；老北京火锅订单量占比同比增长0.61%；海鲜火锅订 ...

"谁懂？真的巨无敌好写，毕业也不影响我买。" 在小红书、微博等社交媒体平台，一款使用体验良好的中性笔被诸多使用者频频推荐。值得注意的是， 这些满是溢美之词的评价指向的产品，并非来自消费者所熟知的任何一个传统文具品牌——卡游，作为 中国头部卡牌厂商，意外凭借旗下中性笔产品过硬的品质，收获了诸多文具消费者的一致好评，更有用 户开玩笑般直言："卡游，你终于知道你最能打的内容是什么了。" 笔，是大众日常工作生活常用之物，但也正是在这样一支文具中，蕴藏着中国市场消费升级的契机。 卡游的笔具产品正是这种产业趋势的直观体现——良好的使用评价与快速提升的市场份额背后，是与其 卡牌主业相似的商业逻辑：为兼具颜值和实用性的实体产品赋予文化内涵，满足消费者使用价值、情感 价值的双向需求。 Z世代消费密码： 颜值 + 功能 + 情感价值 情绪价值，是被视为互联网世代的"Z世代"群体鲜明的喜好标签。 美团研究院在《"情价比"需求激发青年人群消费新潜力》一文中指出，当前青年人群消费需求偏好 由"性价比"转为"情价比"——相对于消费的"实用性"，更注重能否从消费中获得精神上的愉悦，即希望 通过消费获得新奇感、认同感、释压感、收藏欲、个性化 ...

"谁懂？真的巨无敌好写，毕业也不影响我买。" "真的超稳定超好写，写字一点都不晃动，对于写字丑的我蛮友好。" "没想到这么好用！我以后都拿来画涂鸦！" 在小红书、微博等社交媒体平台，一款使用体验良好的中性笔被诸多使用者频频推荐。 值得注意的是，这些满是溢美之词的评价指向的产品，并非来自消费者所熟知的任何一 个传统文具品牌——卡游，作为中国头部卡牌厂商，意外凭借旗下中性笔产品过硬的品 质，收获了诸多文具消费者的一致好评，更有用户开玩笑般直言："卡游，你终于知道你 最能打的内容是什么了。" 笔，是大众日常工作生活常用之物，但也正是在这样一支文具中，蕴藏着中国市场消费 升级的契机。 以卡游当前较为成熟的IP卡牌业务为例，IP联动本身是玩具产品的固有套路，但卡游的 商业秘诀在于产品层面对IP的深度开发。 除了联动奥特曼、斗罗大陆、小马宝莉等知名IP，卡游尤其注重卡面美观与产品组合， 为每套IP卡牌设计了对战、收集、动态组合等多元玩法，赋予了产品美观与脑力竞技等 多重属性。 购买、收集卡游卡牌，已经成为IP受众的身份象征，让消费者获得审美、娱乐与文化共 鸣的多元情感价值。 正 是 通 过 大 规 模 获 取 成 熟 I ...

Investment Rating - The report indicates a long-term investment value in the high-end liquor industry, particularly for leading brands like Moutai and Wuliangye, despite short-term challenges [4]. Core Insights - The high-end liquor sector is facing short-term challenges but maintains a strong investment logic due to brand moat, high gross margins (85%+), and stable cash flow [4]. - The report highlights the need for liquor companies to balance online and offline strategies, especially in the context of the growing trend of instant retail [4][6]. - The domestic wine industry is experiencing a "bumper harvest but no profit" situation, primarily due to supply-demand imbalances and competition from imported wines [6]. Industry Trends - High-end liquor industry re-evaluation: The core logic remains unchanged despite short-term challenges, with leading companies still showing long-term investment potential [4]. - Instant retail's impact on the liquor industry: Instant retail is rapidly penetrating the market, but the response from manufacturers is mixed due to high costs and low order volumes [4][6]. - The "liquor+" strategy is emerging, integrating liquor with various cultural and lifestyle elements to enhance consumer engagement and brand value [6]. - The domestic wine industry faces significant challenges, including supply-demand imbalances and high production costs, necessitating a shift towards consumer value and brand differentiation [6]. Top Brand News - Young consumers are shifting their purchasing criteria from "value for money" to "emotional value," with brands like Qingdao White Beer successfully tapping into this trend [13]. - Xijiu is promoting a lifestyle approach through its "Xijiu+" strategy, integrating liquor with local culinary experiences to enhance consumer connection [13][26]. - Jian Nan Chun achieved significant sales during the Double Eleven shopping festival, showcasing the effectiveness of its cultural branding and e-commerce strategies [24].

Core Viewpoint - The tourism industry is evolving from mere sightseeing to immersive emotional experiences, particularly targeting younger demographics through innovative and engaging activities [1][3][5]. Group 1: Innovative Tourism Experiences - Scenic spots are introducing new interactive elements, such as NPCs (non-player characters) to enhance visitor engagement, as seen in the Lingyan Temple where visitors can interact with a character from the game "Black Myth: Wukong" [1][3]. - The Lingyan Temple reports an average of 5,000 visitors on weekdays and over 30,000 on weekends during the peak viewing period for ginkgo trees [3]. - The Tanshan Mountain scenic area offers unique attractions like cliff swings and glass bridges, appealing to a younger audience, with over 60% of visitors being from the '90s and '00s generations [3][5]. Group 2: Thematic and Seasonal Activities - The tourism market is shifting towards "emotional resonance," with diverse activities such as helicopter and drone photography services in Sichuan and themed running events in Henan [5]. - Social media trends like "collecting autumn," "showing autumn," and "tasting autumn" are gaining popularity, enriching the autumn experience for visitors [5][7]. - Various regions are creating unique autumn experiences, such as the "autumn deer" in Jinan and the "sun-drying autumn" customs in Jiangxi, enhancing the seasonal atmosphere [5][7]. Group 3: Emotional Engagement Strategies - Operators are encouraged to create interactive and artistic experiences that transform autumn outings into engaging emotional journeys [7]. - Suggestions include limited edition experiences and immersive theater-like settings to shift visitors from passive observation to active participation [7].

Core Insights - The article highlights the evolving consumption behavior of Chinese university students, emphasizing their shift towards a more balanced approach between rational spending and emotional satisfaction [2][11]. Spending Habits - The primary areas of expenditure for respondents include food (96.12%), social activities (57.63%), daily necessities (54.52%), personal image (51.14%), entertainment (44.53%), and education (41.60%) [1][3]. - A significant portion of students (69.57%) consider their spending habits to be relatively rational, with occasional impulsive purchases [2][11]. Emotional Influence on Spending - Emotional states are identified as a major factor influencing spending decisions, with 57.30% of respondents acknowledging this impact [2][9]. - The trend of prioritizing emotional value and experiences in consumption is emerging, with students willing to spend on activities that provide emotional satisfaction, such as concerts [8][10]. Financial Management - The majority of students (97.04%) rely on family for their living expenses, with a notable percentage managing their finances through part-time jobs or scholarships [5][11]. - Many students adopt budgeting strategies, with 82.73% practicing some form of expense tracking, indicating a growing awareness of financial management [12]. Shift in Consumption Philosophy - There is a noticeable shift from materialistic consumption to a focus on experiences and emotional fulfillment, with students increasingly valuing the quality of their spending over mere quantity [9][12]. - The concept of "post-material" consumption is gaining traction, where emotional and experiential needs take precedence over basic material needs [8][11].

Core Insights - The article discusses a shift in consumer behavior towards a focus on value-for-money and emotional satisfaction rather than traditional brand prestige and high prices [3][21][22] Group 1: Consumer Behavior Changes - Consumers are increasingly prioritizing cost-effectiveness and quality, leading to a new consumption philosophy that emphasizes "precise spending" rather than mere frugality [5][12] - The rise of brands like Mixue Ice City and Luckin Coffee illustrates the success of the value-for-money approach, as they disrupt traditional high-priced markets with affordable yet quality offerings [4][8] Group 2: Market Trends - The demand for affordable yet high-quality products is evident in various sectors, including beverages and food delivery, with brands like "拼好饭" gaining popularity for their low-cost, high-quality experiences [9] - The luxury market is experiencing a downturn, with significant sales declines reported by brands like LVMH and Gucci, indicating a shift away from high-priced, status-driven consumption [12] Group 3: Emotional Value in Consumption - The younger generation, particularly Gen Z, is willing to spend on products that provide emotional satisfaction, reflecting a shift towards valuing experiences and emotional connections over material possessions [13][22] - The concept of "情价比" (emotional value for money) is emerging, where consumers seek products that enhance their emotional well-being and identity, rather than just fulfilling basic needs [18][19] Group 4: Future Implications - As consumer needs evolve, the focus on emotional and experiential value is expected to grow, suggesting that future consumption will increasingly revolve around identity construction and emotional fulfillment [21][22] - The article posits that the ultimate form of consumption will be about investing in one's inner world, highlighting a significant cultural shift in how products are perceived and valued [22]

Group 1 - The article highlights the dual consumption trends in contemporary China, emphasizing the coexistence of cost-effectiveness and emotional value in consumer behavior [4][29] - The rise of pragmatic consumption is driven by economic uncertainty, leading consumers to seek high-quality alternatives at lower prices, as evidenced by the decline in sales for brands like LVMH and Chow Tai Fook [8][9] - Brands are pressured to focus on supply chain efficiency and product quality to meet the demand for value-driven purchases, moving away from overpriced products [11][12] Group 2 - Emotional consumption is on the rise, with nearly 30% of young consumers engaging in purchases for emotional healing, reflecting a deeper need for self-care and emotional connection [30][31] - Products that provide emotional value, such as collectibles and cultural items, are increasingly popular, as they resonate with consumers' desires for identity and belonging [35][39] - The success of brands like Labubu illustrates the importance of emotional and social value in consumer purchases, as they serve as symbols of self-expression and community [36][39] Group 3 - The article discusses the integration of cost-effectiveness and emotional value in consumer choices, suggesting that brands must navigate this complex landscape to remain relevant [55][57] - Successful brands are those that can combine high cost-effectiveness with emotional engagement, creating a unique value proposition that resonates with consumers [59] - The evolving consumer landscape indicates a shift from mere possession to a focus on personal growth and self-actualization through consumption [62][64]

Group 1 - The core viewpoint of the article highlights the dual consumption trends in contemporary China, characterized by a focus on both cost-effectiveness (性价比) and emotional value (情价比) [28][30][39] - The rise of Labubu toys as a symbol of emotional consumption reflects a shift towards products that provide emotional satisfaction and self-expression among young consumers [21][22][24] - Data from Meituan indicates that the demand for affordable meal options is growing, with peak daily orders exceeding 9 million, showcasing a trend towards rational consumption [3][5] Group 2 - The article discusses the pragmatic shift in consumer behavior, where individuals are reassessing value rather than ceasing consumption, as evidenced by declines in sales for luxury brands like LVMH and Chow Tai Fook [5][6][15] - Brands like Mixue Ice Cream and Pang Donglai exemplify successful strategies in achieving high cost-effectiveness through efficient supply chain management and exceptional customer service [9][10][12] - The concept of emotional value in consumption is explored, with nearly 30% of young consumers indicating they purchase for emotional healing, emphasizing the importance of emotional connections in brand loyalty [17][18][19] Group 3 - The article outlines a market bifurcation where brands must either excel in cost-effectiveness or emotional value to survive, with those lacking clear positioning facing significant challenges [30][31][39] - Successful brands are increasingly integrating both cost-effectiveness and emotional value into their strategies, demonstrating that a strong emotional connection can enhance perceived value even in cost-effective offerings [32][33][36] - The evolving consumer culture is shifting from ostentatious consumption to self-fulfilling consumption, indicating a deeper psychological need for personal growth and community belonging [39][40]