以下文章来源于波波夫同学 ，作者波波夫 波波夫同学 . 关注被技术异化的世界 本文来自微信公众号： 波波夫同学 ，作者：波波夫，原文标题：《满大街的骆驼，也无法解释即将 过去的2025》，题图来自：视觉中国 今年冬天，如果骆驼说自己是中国卖得第二火的羽绒服，可能没人敢说是第一了。 之前，我对骆驼品牌的印象不深。但最近挤地铁时，在一片黑压压的羽绒服中，就数CAMEL的logo 最多，这些移动的人行广告牌，让我对这个品牌产生了好奇。 我上拼多多搜了下骆驼羽绒服，第一屏推送的商品里，最靠前的关键词分别是，"王俊凯同款""直播 间同款""小红书同款"，骆驼流行的原因，感觉一下子找到了。 王俊凯拍了下骆驼的屁股 2024年，骆驼签了王俊凯做品牌代言人。 王俊凯的微博有1.09亿粉丝，抖音的粉丝也超过了8000万，如果再算上小红书之类的社交平台，全 网粉丝总量应可能都超过了2亿。 这对于任何消费品牌而言，都是一个能直接触达海量优质年轻客群、并快速提升品牌形象的强大媒 介。如果你是骆驼的市场负责人，你大概也会选王俊凯代言，让他帮忙提升骆驼品牌在年轻消费者心 中的时尚感和品质感。 骆驼的核心目标人群，多为18～25岁追求性价 ...

一个动画IP为什么能引发如此消费热潮？中央财经大学文化经济研究院院长魏鹏举表示，这背后是"注 意力经济"与"意义消费"的双重驱动。 魏鹏举说："第一个是注意力经济，因为'被看到'是现代社会人们越来越重要的一个社交需求，买这样 的周边其实是一种进入潮流、被周边朋友认同，而且形成新的社交圈子的消费行为。第二方面，很重要 的还是一种'意义消费'。我不太认同一个说法就是所谓'消费降级'，现在最重要的问题是人们的消费诉 求在往上走，所以现在更有内涵、更有意义和输出价值的，社会认同度更高，优质的潮玩IP其实无论在 国内还是国际上，都非常受欢迎，而且消费势头是在增长的。" 从《哪吒2》到《疯狂动物城2》，动漫IP联名似乎已经成为流量密码。但这种热潮能否持续？魏鹏举认 为，优质IP短期爆火不难，难的是保持长红，延续流量的关键在于价值链和产业链的延伸能力。迪士尼 的模式就是把IP开发视为长期战略，而非短期营销行为。 魏鹏举说："首先他们在原创方面本身就像科技研发一样长期储备，这是一个源头。另外一方面，他们 在向全球做广泛综合的整合营销传播，优秀的IP通过在线或者院线的方式实现一轮价值变现，在推出的 时候就跟相关的周边合作商进行 ...

Core Insights - The current commercial landscape is witnessing a shift from standardized models to unique, immersive experiences that resonate with consumers' emotional and individual needs [2][22] - New retail formats, referred to as "new species stores," are emerging, but they face challenges such as profitability and scalability despite their initial appeal [2][22] Group 1: New Retail Formats - The Qingdao Beer Exchange, a new retail concept, allows consumers to purchase beer in a stock market-like environment, with prices fluctuating based on demand [4][6] - GOGOGYM, a high-end pet gym in Shanghai, focuses on pet health and fitness, offering personalized training plans and a unique shopping experience [9][11] - Loyal Hall, inspired by traditional Chinese medicine, combines cultural elements with modern consumption trends, offering herbal ice cream and immersive experiences [16][19] Group 2: Consumer Behavior Trends - Consumers are increasingly seeking experiences that provide emotional connections and a sense of belonging, moving beyond mere product purchases [21][22] - The rise of "emotional economy" reflects a shift towards valuing health, wellness, and unique experiences, particularly among younger demographics [11][19] - The success of these new formats indicates a growing demand for immersive and meaningful consumer experiences that transcend traditional shopping [22]

Core Insights - The rise of "Guzi Economy" and pet economy in the A-share market reflects a shift in consumption preferences among Generation Z, with a population of 280 million and an annual consumption scale exceeding 5 trillion yuan [1][2] - The consumption behavior of this demographic is transitioning from "purchasing goods" to "purchasing meaning," indicating a deeper emotional and social transformation [1][3] Guzi Economy - The "Guzi Economy" refers to the market for goods related to anime, games, and other IPs, with a user base of nearly 460 million in 2021, projected to grow to 520 million by 2026 [2][8] - The emotional value drives the pricing of items, such as a limited edition badge from "Haikyuu!!" being sold for 72,000 yuan, highlighting the emotional projection fans have towards characters [2][3] - The industry chain involves IP developers creating content that is licensed to manufacturers and retailers, ultimately reaching consumers [2][3] Pet Economy - The pet economy is characterized by emotional compensation, with 150 million single individuals and 216 million elderly people treating pets as family members, willing to spend significantly on pet care [3][8] - The market for pet-related products and services is expected to exceed 2 trillion yuan by 2030, with segments like smart devices and health management growing at an annual rate of over 25% [8][9] Consumer Behavior - Generation Z's consumption is heavily influenced by emotional value, with 62% of post-95s viewing consumption as a way to construct personal narratives [5][6] - Social media plays a crucial role in consumer behavior, with users sharing their collections and experiences, enhancing community engagement and driving secondary market growth [6][8] Market Trends - The "Guzi Economy" market is projected to reach 168.9 billion yuan in 2024, a 40.63% increase from 2023, with expectations to surpass 300 billion yuan by 2029 [8][9] - Companies like Pop Mart have seen significant growth, with overseas revenue increasing by 375%, indicating a successful expansion strategy [8][9] Conclusion - The emergence of the Guzi and pet economies signifies a broader transformation in consumer values, where emotional connection and social identity take precedence over traditional consumption metrics [10][11] - Companies must focus on creating meaningful experiences and emotional resonance to capture the attention of Generation Z consumers in this evolving market landscape [10][11]