本报（chinatimes.net.cn）记者刘佳 北京摄影报道 国庆与中秋双节叠加的北京，消费市场暖意融融。 在北京国贸商城南区一层，Jellycat限时体验店前的长队格外引人注目。从推着婴儿车的父母到妆容精 致的白领，再到结伴而来的大学生，不同年龄段的消费者一边查看手机，一边向队伍前方张望着，只为 抢购北京限定款毛绒玩具并参与虚拟甜点装饰等互动环节。 排队的消费者 这看似普通的排队，实则是当下消费市场深刻变革的生动缩影。 在北京市社科院副研究员王鹏看来，为"情感价值、体验价值"排队正成为新的消费潮流。 "毛绒玩具常被赋予陪伴、治愈等情感属性，能满足人们在不同生活场景下对情感慰藉的需求。"王鹏对 《华夏时报》记者分析称， 在物质生活相对丰富的当下，消费者购买商品已不再是仅仅关注实用功 能，而是更看重商品承载的情感意义与购物过程中的体验感受。人们愿意为情感和体验付出时间排队， 本身就是对这类商品价值的认可，且这样的消费行为正愈发普遍。 消费不止于"买商品" 货架上，一只只软乎乎、毛茸茸的玩偶挤在一起，活像一群等着被"领养"的可爱小家伙，是情感消费时 代里最萌的"气氛组"。 "就算是要预约，我也提前一个小时就来 ...

此次开学季500家新店齐开，益禾堂再次深化"与年轻人玩在一起"的营销策略。益禾堂相关负责人表 示："我们始终关注年轻人生活场景的切换节点，无论是春节还是开学季，都蕴含着真实的情感需求。 与其说是追逐热点，不如说是与年轻人同频共振，在他们重要的生活时刻提供情感载体和社交货币。" 分析人士表示，开学时段文教区茶饮消费呈现短时集中爆发特征，显示出年轻消费群体在特定生活节点 对情绪消费的热衷。以益禾堂为代表的定位校园市场的茶饮品牌，正通过门店布局和产品策略，将阶段 性消费转化为长期品牌认同。 配合这批新店开业，益禾堂还推出一系列面向年轻群体的营销活动，以更年轻、更好玩的互动方式，持 续强化品牌影响力。益禾堂相关负责人表示，益禾堂始终坚信，高校学生是未来消费市场的主力军。如 今与他们建立情感连接，正是培育未来5—10年核心消费群体的长期战略。 编辑：侯隽 9月25日，益禾堂表示，其在9月开学季在25个省份一次性新开了500家门店，其中有175家将直接布局文 教区域。此次大规模拓店，也是益禾堂迈向"万家门店"目标的一步。 开学后一杯饮品成为不少年轻人的开学仪式感。据益禾堂透露，开学期间新开的文教店迎来订单高峰， 部分门店 ...

一条太平南路，遍地珠宝黄金。20世纪70年代起，太平南路逐渐发展成人们熟知的"珠宝一条街"。 9月26日，第十一届"潮动金陵"太平南路珠宝节启动，商圈内的宝庆银楼、老凤祥、老庙、周大福等商 家的柜台上，均摆出了醒目的折扣海报。 借力秋糖会带来的消费氛围，这条百年商街正焕发新的吸引力。 "金九银十"是传统的婚庆旺季。记者连日走访了解到，随着第113届全国糖酒会临近，全市多地紧 扣"秋糖"主题推出婚庆促消费活动，婚嫁珠宝、礼服、婚宴预订等领域人气攀升，相关商品市场呈现"红 字当头"景象，"甜蜜经济"持续升温。 "一站式"婚博会，打造"甜蜜消费"新体验 商场外大屏实时滚动着"爱的誓言"告白计划征集的"高甜情话"；一对对准新人流连于周大福、老凤 祥等珠宝柜台；不远处的荣萍、陶玉梅店内，新中式旗袍成为热门选择；不时有为新家置办冰箱、空 调、电视等家电的年轻人，走进海尔等品牌家电门店……在位于玄武区的南京商厦，8月底开启的第三 届秋季婚博会气氛正浓。 "'90后''95后'已成为消费主力，他们追求的不再是'有'，而是'优'和'特'。在产品选择上，更注重品 质、品牌、设计感和个性化表达。比如定制化的珠宝首饰、独具设计感的婚 ...

Group 1 - The core viewpoint of the report is that the Chinese consumer market is undergoing a profound transformation, influenced by economic fluctuations, technological innovations, and cultural confidence, leading to a reconfiguration of consumer psychology and behavior [1][15][20] - The report highlights the dual existence of "rational consumption" and "emotional consumption," where consumers seek both value for money and emotional satisfaction, indicating a shift in consumer priorities [1][15][20] - Generational differences and regional disparities shape the market landscape, with distinct consumption values and behaviors emerging from different age groups, such as Baby Boomers, Generation X, Millennials, and Generation Z [1][24][30] Group 2 - Approximately 90% of future consumption growth is expected to come from non-first-tier cities, necessitating brands to adopt localized and refined operational strategies rather than a one-size-fits-all approach [2][26][29] - The report identifies four differentiated development models for cities: emerging hotspots, public service advantage cities, tourism-driven cities, and cities facing housing price pressures, each requiring tailored marketing strategies [2][29] - The emotional connection and cultural recognition are becoming increasingly important for consumers, particularly among Generation Z, who prioritize brands that resonate with their values and interests [1][25][30] Group 3 - Technological innovations are reshaping consumer experiences, with personalized recommendation systems evolving from "precision" to "understanding," enhancing engagement and satisfaction [3][4] - The report emphasizes the importance of brands becoming "spiritual partners" for consumers, especially during economic downturns, by focusing on cultural and emotional fulfillment rather than mere material possession [3][4] - Six brand case studies illustrate the growth logic in the new consumption era, showcasing how brands leverage emotional value, cultural empowerment, and innovative strategies to connect with consumers [4][5]

Core Insights - A new emotional consumption model called "Cos委托" is emerging among young women, where they pay to hire Coser (usually female) to role-play as virtual game "lovers" for a carefully designed date [1][21] - This model reflects a pursuit of ideal intimate relationships and self-affirmation in a world where maintaining real-life relationships has become increasingly costly [1][21] Group 1: Emotional Consumption Model - "Cos委托" allows individuals (referred to as "单主") to hire female Cosers to embody male characters from otome games for a day [5][21] - The pricing for these services varies widely, ranging from 300 to 2000 yuan for a full day, with an average service duration of six to eight hours [9][21] - The emotional value derived from these experiences often outweighs the financial costs for participants, with some individuals spending over 100,000 yuan on such services [9][21] Group 2: Participant Experiences - Participants often report feelings of hope and emotional fulfillment after these experiences, which can help alleviate feelings of loneliness and despair [17][21] - The interactions during these dates are designed to simulate genuine romantic experiences, with Cosers paying close attention to the emotional needs of their clients [19][21] - Many participants express that the companionship provided during these dates is more valuable than the extravagant experiences themselves [20][21] Group 3: Industry Dynamics - The industry is still relatively niche, with most Cosers initially engaging in this work part-time or as a hobby before transitioning to paid services [5][21] - As the industry grows, issues such as pricing disputes and quality of service have emerged, leading to a rise in consumer complaints and "挂条" (warning notes) on social media platforms [25][29] - The majority of Cosers are female, and there is a notable preference among female clients for female Cosers due to safety concerns and a better understanding of emotional needs [29][21]

Core Insights - The rise of "Pain Gold" jewelry, a combination of traditional gold and anime/game IPs, is gaining popularity among young consumers in the market [2][3][6] Group 1: Market Trends - "Pain Gold" refers to gold jewelry that incorporates elements from the two-dimensional culture, appealing to young consumers who express their fandom through these products [2][3] - Many jewelry stores in Jinan have launched collaborative products, with dedicated sections for these items, indicating a trend towards co-branding in the gold jewelry market [2][3] Group 2: Pricing and Value - "Pain Gold" items are typically sold at a fixed price, which is significantly higher than standard gold prices, with some pieces priced over 1500 yuan per gram [4][5] - For example, a 0.2-gram gold piece from Lao Miao is priced at 520 yuan, while a 2.18-gram pendant from Chow Sang Sang is tagged at 4100 yuan, translating to approximately 1790 yuan per gram [4][5] Group 3: Consumer Behavior - The primary buyers of "Pain Gold" are young people and fans, who are willing to pay a premium for items associated with their favorite characters [3][5] - The emotional connection to the IPs adds a layer of sentimental value, making these products more appealing to the younger demographic [6] Group 4: Resale and Investment Considerations - Resale value for "Pain Gold" is calculated based on actual weight and current gold prices, which may lead to a decrease in perceived value over time [5] - Some stores offer the option to exchange these items at original prices, while others apply depreciation, indicating a need for consumers to be aware of potential losses in value [5][6]

Core Viewpoint - Pop Mart has achieved a market capitalization of 400 billion HKD, reflecting strong investor confidence in its business model and growth potential [2]. Group 1: Product Launches and Collaborations - Pop Mart is set to launch a mini version of LABUBU, expanding its product offerings and usage scenarios [3]. - The company has released four new popular IP products, including collaborations with singer Zhou Shen, which have generated significant consumer interest [5][10]. - The collaboration with Zhou Shen features a series of figurines based on his album, selling out in just three seconds and attracting over 140,000 participants, indicating the strong market demand for celebrity collaborations [10][8]. Group 2: Financial Performance - For the first half of 2024, Pop Mart reported revenue of 13.88 billion RMB, a year-on-year increase of 204.4%, and a net profit of 4.57 billion RMB, up 396.5% [12]. - The gross profit margin increased significantly from 64% to 70.3%, surpassing luxury brands like LVMH [12][13]. - The company is on track to exceed its revenue target for the year, with projections suggesting it could reach 300 billion RMB [13]. Group 3: Market Dynamics and Consumer Behavior - The demand for Pop Mart's products has led to significant price increases in the secondary market, with some items seeing price surges of up to six times their original price [19][22]. - The popularity of new IPs like MOKOKO and Star People has created a competitive secondary market, with prices for certain items reaching as high as 1,300 RMB [19][22]. - The trend of consumers struggling to purchase popular items at retail prices highlights the intense competition and demand within the collectible toy market [16]. Group 4: Global Expansion and Strategic Initiatives - Pop Mart is experiencing rapid production growth, with a monthly capacity of 30 million plush toys, indicating strong supply chain capabilities [39]. - The company is actively expanding its international presence, with significant revenue growth in regions like the Americas, which saw a staggering 1,142.3% increase [40][41]. - Pop Mart's strategy includes opening landmark stores globally, with plans to increase its international store count significantly by the end of the year [43]. Group 5: Challenges and Future Outlook - Despite its growth, Pop Mart faces challenges such as quality control issues and increasing competition from other brands [46][48]. - The company aims to build a sustainable IP ecosystem, which requires time and cultural integration, as it transitions from being "China's Pop Mart" to "the world's Pop Mart" [50].

Group 1: Brand Popularity Rankings - Anta, Jordan, and Li Ning ranked as the top three brands with comprehensive popularity scores of 1.85, 1.83, and 1.81 respectively [1][2] - Skechers and Adidas entered the top five with scores of 1.67 and 1.64, showing an upward trend in their rankings [2] - Nike experienced a decline, dropping five places to a score of 1.55 [2] Group 2: Cultural and Emotional Branding - Brands like Adidas and Nike leverage cultural symbols to enhance emotional connections with consumers, with Adidas collaborating with Tsinghua University for a commemorative series [3] - Nike's strategy includes reviving classic models and offering personalized services to cater to the Z generation's demand for individuality [3] - The rise in search volume for topics related to "college collaborations" and "sneaker styling" indicates a shift towards emotional consumption among younger consumers [3] Group 3: Technological Innovation in Domestic Brands - Domestic brands such as Anta, Li Ning, and others are significantly enhancing their products through technology, with Anta utilizing aerogel and smart temperature control [4] - Li Ning's use of "Aero" technology and other brands focusing on specific technical features align with consumer interest in product performance [4] - The trend shows a growing demand for both professional and everyday use in outdoor gear, with brands adapting to meet these needs [4] Group 4: Market Trends and Consumer Behavior - Brands like Yonex and Noke are democratizing professional sports technology, making it accessible to amateur markets [4] - The integration of lightweight materials and eco-friendly designs in products reflects a response to consumer preferences for convenience and sustainability [4] - The shift towards "professional accessibility" and "refined experiences" is driving growth in niche outdoor markets [4] Group 5: Index Report Overview - The report is part of the "Consumer Index Compass" series, which includes various consumption indices aimed at tracking market trends [5] - The indices cover multiple industries, including sports and outdoor, providing insights for brands to enhance their competitive edge [5]

Core Viewpoint - The emerging concept of "Pain Gold" has gained significant traction among young consumers, combining anime and gaming IPs with gold jewelry, despite a generally weak gold market [2][4]. Group 1: Market Dynamics - "Pain Gold" has seen a remarkable increase in popularity, with IP gold product transactions on e-commerce platforms growing by 294% year-on-year [2]. - The collaboration between Chow Tai Fook and the game "Black Myth: Wukong" resulted in over 100,000 units sold in just six months [2]. - The pricing logic of gold has been disrupted, with the value now being determined by the scarcity and popularity of the IP rather than just weight and international gold prices [4]. Group 2: Consumer Behavior - The ownership rate of gold jewelry among the 18-24 age group is projected to rise from 37% in 2019 to 62% by 2025, indicating a shift in consumer perception towards gold as an emotional investment [4]. - "Pain Gold" meets the Z generation's demand for personalization and emotional connection, transforming jewelry into a form of social currency [5]. Group 3: Pricing and Risks - The average price of "Pain Gold" products is significantly higher than traditional gold, often exceeding 2,000 yuan per gram, which raises concerns about its inherent value retention [6]. - The value of "Pain Gold" is closely tied to the popularity of the associated IP, making it susceptible to market fluctuations as trends change [6]. Group 4: Future Outlook - UBS has raised its gold price forecast for 2026 to $3,700 per ounce, suggesting that high gold prices may become the norm [7]. - Brands need to effectively communicate their IP stories to maintain consumer interest and repeat purchases, while consumers should approach "Pain Gold" with a clear understanding of its emotional versus investment value [7].

Core Viewpoint - The upcoming "Qixi" festival marks the traditional consumption peak for the gold market, with consumers becoming increasingly cautious despite maintaining a certain level of market heat. The trend of "Pain Gold" is rapidly gaining popularity, with related gold jewelry becoming bestsellers [1][8]. Group 1: Market Trends - The "Pain Gold" concept, originating from Japanese otaku culture, involves adding anime elements to items, allowing consumers to express their preferences publicly [3]. - Young consumers are showing a high interest in "Pain Gold," with many seeking IP collaboration gold jewelry, which combines emotional investment and value retention [3][5]. - The browsing volume for "Pain Gold" topics on social media has exceeded one million, indicating significant consumer interest [5]. Group 2: Pricing and Consumer Behavior - "Pain Gold" products often have a significant price differentiation compared to regular gold jewelry, with design premiums and copyright costs leading to higher prices [6]. - For example, a limited edition gold ornament weighing 100 grams is priced at 128,000 yuan, while a 1-gram gold note is being traded for nearly 1,600 yuan on second-hand platforms [5]. - The World Gold Council reports that gold ownership among young consumers aged 18 to 24 has risen to 62%, up from 37% in 2019, reflecting increased purchasing power [6]. Group 3: Market Dynamics and Consumer Sentiment - Despite the ongoing promotional activities by various gold jewelry brands, consumer sentiment has shifted towards caution, particularly in light of high international gold prices [9][11]. - The China Gold Association notes that high gold prices are suppressing gold jewelry consumption, although lightweight, high-design, and high-value products remain popular [11]. - UBS forecasts that gold prices will continue to rise due to factors such as potential Fed rate cuts and a weaker dollar, which may positively impact the performance of gold-related companies [11].