你还在投资那些传统的消费巨头，或者靠着过去的经验判断市场吗？ 如果是，你可能正在被一个强大的、正在彻底重塑全球消费格局的力量所抛弃：Z世代（通常指出生于1995年至2009年的一代）。 Z世代不仅是未来的消费主力，他们更是一群拥有全新价值观的消费者。他们的消费不再仅仅是为了**"拥有"，更是为了"体验"、"身份认同"和"精神满 足"**。他们正在抛弃许多旧的品牌，同时以惊人的速度催生出万亿规模的新兴产业。 一、从"拥有"到"体验"：服务经济的黄金时代 Z世代对于物质资产的执念明显低于他们的父辈。他们更愿意为时间、便捷和精神愉悦买单。这正在驱动消费领域从**"商品经济"向"服务经济"**的巨大转 型。 对于投资者而言，理解和提前布局Z世代的消费逻辑，就是抓住了未来十年的**"隐形蓝海"**。 二、从"品牌"到"个性"：圈层消费与"人设"资产 Z世代是互联网原住民，他们热衷于通过消费来构建和展示自己的**"人设"和"圈层身份"。他们对大品牌的忠诚度低，但对垂直、小众、能代表其价值观** 的品牌却极其狂热。 小众文化与国潮： 曾经的小众文化（如二次元、汉服、露营、盲盒）正在快速大众化。他们愿意为个性化设计、文化符号 ...

Core Viewpoint - China has entered an era where the service economy and digital intelligence economy overlap, fundamentally changing the role and position of services in the economy [1] Group 1: Historical Context and Theoretical Framework - In the 1990s, China's service output accounted for less than 30% of GDP, and academic research on the service sector was nearly non-existent [2] - Traditional economic theories struggled to explain the rapid development of the service sector, leading to a shift in focus towards service economy research [4] - The development of China's service sector must address three key questions: breaking the low-cost labor trap, reversing the service trade deficit, and empowering manufacturing upgrades through service innovation [4] Group 2: Current Trends and Economic Transformation - China is undergoing a historic transformation where the service economy and digital economy are merging, redefining the attributes of industries and consumer characteristics [5] - The integration of service and manufacturing sectors is accelerating, leading to the emergence of new industrial forms, with data becoming a core production factor [5] - Service consumption is now a significant driver of economic growth, with services being viewed as a binding industry within interconnected ecosystems [5] Group 3: Service Economy Research Framework - A three-dimensional framework for service economy research includes: 1. Value Dimension: Knowledge-intensive productive services contribute 3.2 times more to GDP than traditional services [6] 2. Structural Dimension: Transitioning from consumption-driven to production-driven service sectors can increase manufacturing profit margins by 0.6% for every 1% increase in productive services [6] 3. Institutional Dimension: Opening service markets requires overcoming barriers such as qualification recognition, data flow limitations, and regulatory standard discrepancies [6] Group 4: Future Outlook and Innovations - The impact of digital economy on service innovation is significant, with generative AI expected to enable 45% of knowledge work to be completed by AI agents by 2030 [8] - Blockchain technology is set to reshape trust mechanisms in fields like education and healthcare through verifiable services [8] - The metaverse is anticipated to create a multi-billion market for immersive services in remote work and virtual exhibitions [8] - The digital service deficit is a concern, with the share of digital services in China's service trade deficit rising from 18% in 2015 to an expected 39% in 2024 [8] Group 5: Role of Productive Services - Productive services are identified as a key component in global industrial chain competition, with their development being crucial for enhancing urban service functions [11] - The relationship between service industry growth and urban development is characterized by a positive interaction, with productive services acting as a "glue" that binds various sectors together [11] Group 6: Future Development and Humanization - The future of service innovation lies in the organic combination of humanized services and intelligent technologies, enhancing service efficiency and user experience [12] - The shift in consumer values towards quality of life and self-expression is driving changes in the service market [12]

Core Insights - The Dragon Boat Festival holiday saw a significant increase in consumer travel, with a total of 653.7 million trips made, averaging 21.79 million trips per day, representing a year-on-year growth of 2.5% [1][3][14] - The robust travel activity reflects the strong consumption vitality within the Chinese economy, indicating a resilient and expansive domestic market [3][14] Transportation and Travel Data - Daily railway passenger volume reached 16.01 million, while road travel averaged 19.91 million, and air travel averaged 1.88 million passengers per day [1] - The holiday period saw a notable increase in short-distance travel, with self-driving trips accounting for a high proportion of the traffic, particularly on highways [10][11] Regional Tourism Performance - In Henan, the province received 15.12 million tourists, generating a tourism revenue of 6.79 billion yuan, with year-on-year growth of 4.7% and 5.3% respectively [4] - Beijing welcomed 8.21 million tourists, achieving a total tourism expenditure of 10.77 billion yuan, reflecting a year-on-year increase of 5.4% and 6.7% [4] - Guangdong reported 23.21 million tourists and a tourism revenue of 11.44 billion yuan, with year-on-year growth of 20.6% and 25.6% respectively [5] Cultural and Experiential Trends - Traditional cultural elements like dragon boats and rice dumplings have transformed into significant drivers of local consumption and tourism [6] - Events such as concerts and sports matches have become major attractions, leading to increased travel across provinces and cities, highlighting a surge in consumer willingness to pay for experiences [7][9] Infrastructure and Connectivity - China's extensive high-speed rail and highway networks, along with an improving civil aviation system, have significantly reduced travel costs and time, enhancing people's willingness to travel [11][12] - The efficient transportation infrastructure supports the high volume of travel, making the 653.7 million trips possible and forming the backbone of a dynamic and mobile society [12][14]

Core Viewpoint - The article emphasizes the importance of enhancing consumer spending in China through improved income, social security, and consumption quality, while advocating for a systematic approach to consumption policy that aligns supply and demand effectively [1][2]. Group 1: Demand Side - The foundation for enhancing consumer spending lies in stabilizing the real estate and stock markets, which are crucial for maintaining residents' asset expectations and consumption willingness [4]. - Over 400 million people in China are classified as middle-income households, defined by an annual income between 100,000 and 500,000 yuan [4]. - The government aims to restore residents' balance sheets by ensuring stability in property and stock markets, thereby boosting consumer confidence [4]. Group 2: Supply Side - The shift towards a service and digital economy necessitates an increase in the supply of quality goods and services, as traditional goods consumption is declining [5][6]. - The rise of sectors such as cultural tourism, healthcare, and education indicates a growing demand for service consumption, with online retail's share of total social retail sales increasing from under 13% in 2015 to over 30% currently [5][6]. - Key areas for supply enhancement include green consumption, high-end products, and new consumption models, particularly in electric vehicles and smart home appliances [6]. Group 3: Government Coordination - There is a need for a coordinated consumption policy framework that addresses the diverse and multi-layered consumer demands across different regions and demographics [7]. - Central government policies should focus on overall planning and leverage fiscal incentives and major project layouts to stimulate consumption [7]. - Local governments should tailor policies to fit regional consumption habits and economic conditions, fostering a collaborative ecosystem between central and local authorities [7].