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 ...

现在周末去市中心的那些高档商场，人好像越来越少了？以前在太平洋百货徐汇店排队等电梯的盛况，早就不见了。就连北京SKP，这个曾经全球销售额第 一的"店王"，今年也卖掉了部分股权。上海梅龙镇伊势丹，经营了30年的地标，也没能躲过关门的命运。走进去，常常感觉空空荡荡，奢侈品柜姐的月薪， 传说中能从四万跌到四千。 但另一边，景象却截然不同。一到周末，城郊的奥特莱斯就人山人海，运动品牌店门口挤得像春运。上海青浦的百联奥特莱斯，2023年销售额冲到了61.7亿 元，成了亚洲第一。线上也同样热闹，拼多多上，一件和商场同款的卫衣，工厂店卖89元，商场里却要399元，差价全是中间环节的水分。这可不是消费消 失了，而是消费发生了大迁徙。 数据显示，2023年全国奥特莱斯业态销售额约2300亿元，增长了9.5%，是增长最快的零售业态。而同期，恒隆、SKP、太古里这些高端商场的销售额却在下 跌。 这背后，是一场深刻的消费观念革命。中产们不再轻易为"高端"、"轻奢"这些营销话术买单了。他们开始算一笔很现实的账：这件商品本身到底值多少钱？ 我的房贷压力还在，收入预期也不像以前那么乐观，为什么还要为商场里高昂的租金和品牌溢价付费？ 一位在 ...

2025年12月23日，成都海湾大酒店内星光熠熠、思潮激荡。一场聚焦食品行业未来的盛宴——"共栖·2025食品行业创新百味论坛"在此拉开帷幕。 王晶表示："我们希望搭建一个优秀的、有价值的平台，让优质的创新被看见，让行业的共识被凝聚，让共栖的生态被构建。" 本次活动由第一食品资讯主办、四川创意盒子品牌营销策划有限责任公司承办，并得到成都、四川、湖南、江西、福建等多个行业协会、商会的支持指导， 来自全国的行业领军人物、创新先锋、学界专家及主流媒体代表共襄盛举，以前瞻视野共话产业未来，以创新之名致敬时代风味。 这不仅是一场观点交锋与趋势洞察的思想集会，更是一个从概念到产品的创新生态"真实现场"。论坛以趋势为经、技术为纬、消费为镜，在行业转型的十字 路口，展开了一场兼具现实关怀与未来想象的深度对话。 专业机构视角 为品牌构建"共栖时代"的解题之钥 2025年的食品行业，正置身于一个充满张力与可能性的"共栖时代"。 外部环境的不确定性已成常态，而产业内部，一场超越零和博弈的生态融合正在发生——健康逻辑与味觉享受不再彼此割裂，正演化出新的平衡范式；技术 赋能与传统技艺并非简单替代，而展开了深层的价值对话；可持续理念亦加 ...

当价格不再决定一切 "同样的功能，价格是国际大牌的1/3，但用户却愿意为我们的产品写千字好评、自发传播，甚至称它为'生活伴侣'。"——某国产香薰品牌创始人 的分享，揭示了一个新时代的到来。 在供应链高度成熟、产品同质化严重的今天，消费决策的逻辑正在发生根本性变化。消费者不再只是为"功能"和"品牌溢价"买单，而是越来越愿 意为那些能理解自己、表达自己、治愈自己的产品支付情感溢价。 这就是"消费平权"时代的本质：中小品牌第一次获得了与大牌同台竞技的真正机会——不是在规模、渠道或营销预算上竞争，而是在情感连接深 度上的竞争。 一、为什么"情绪价值"成为中小品牌的破局利器？ 巨头体系的三大软肋： 1. 情感表达的低效性 · 标准化流程压制了产品的情感温度 · 大品牌需要保持一致的全球形象，难以针对细分群体做深度情感沟通 · 决策链条长，难以快速响应新兴情绪需求 2. 规模化生产的情绪稀释 · 为满足最大公约数，往往剔除产品的"个性棱角" 3. 品牌叙事的单向性 · 传统品牌传播是"我说你听"的广播模式 · 缺乏与用户的平等对话和情感共建 中小品牌的三大情感优势： 1. 创始人即品牌灵魂 · 真实的故事、价值观、审美直 ...

Core Insights - The report highlights three major trends and one cyclical phenomenon in China's consumer market, emphasizing the recognition of Chinese brands for their quality and affordability, the demand for brand upgrades in lower-tier cities, and the emergence of "initial elderly families" as a new consumer force, alongside a general trend of cautious consumption [1][2]. Group 1: Consumer Trends - The concept of "China Price" is becoming prominent, indicating that consumers are increasingly valuing the quality and affordability of Chinese brands [1]. - Consumption equality is driving the demand for brand upgrades in lower-tier cities, reflecting a shift in consumer expectations [1][2]. - "Initial elderly families," characterized by children becoming independent while parents continue to work, are emerging as a significant consumer group [1][2]. Group 2: Brand Perception - The overall Chinese brand reputation index stands at 5.28, with the confidence index for small household appliances reaching 8.32, indicating strong consumer confidence in domestic brands [1]. - However, the brand premium index is only 4.99, suggesting that while consumers trust domestic brands, their willingness to pay a premium is limited [1]. Group 3: Consumer Segmentation - There are notable differences in consumer preferences based on demographics, city tiers, and income levels. For instance, single youths prioritize social value and brand alignment, while initial elderly families show high loyalty to domestic brands and a willingness to pay premiums [1][2]. - In first-tier cities, consumers tend to prefer national brands, while loyalty and willingness to pay premiums are higher in developed third-tier cities, where practical value is emphasized [1][2]. Group 4: Market Opportunities - The current market is characterized by "price competition" among leading brands, with consumers opting for high-cost performance products rather than brand loyalty [2]. - There is a clear opportunity for niche brands, particularly among younger consumers (Generation Z), who favor unique and personalized products [2]. - The report suggests that brands should move beyond price competition and focus on unique consumer needs through emotional communication and personalized products to establish differentiated advantages [2].

Core Insights - The annual "Double 11" e-commerce promotion is currently underway, with online retail accounting for over 30% of total retail sales in China [1] - Pinduoduo has successfully tapped into rural and western e-commerce markets, leveraging consumption equality to expand market size and stimulate consumer potential [1][2] - The e-commerce landscape has diversified over the past decade due to varying industry development stages, market entry timing, and technological capabilities of different platforms [1] E-commerce Expansion to the West - E-commerce's westward expansion is a new trend that involves mutual empowerment of consumption and industry, aiming for larger economies of scale [2] - Four reasons for this trend include: seeking new growth in a maturing market, the implementation of rural revitalization strategies, the vast consumer potential in the west, and the transfer of manufacturing from the east [2] - A balanced development between eastern and western regions can enhance the overall market size, aiding in the response to external shocks [2] Conditions for Successful Expansion - Successful westward expansion requires several conditions: cultivation of online shopping habits, increased income levels, improved infrastructure, and advancements in digital technology [3] - Challenges include matching supply and demand through platform algorithms, enhancing consumer experience, and utilizing subsidies to penetrate western markets [3] Pinduoduo's Strategy - Pinduoduo has rapidly gained market share by implementing significant subsidies to achieve economies of scale, attracting more resources and enabling profitable business models [4] - The company's strategic focus on e-commerce, avoiding diversification, and prioritizing direct consumer and industry subsidies over marketing has been crucial to its success [5][6] - Pinduoduo's unique "team purchase" model fosters secondary economies of scale by consolidating individual demands, enhancing user engagement, and expanding its ecosystem [6]

Core Insights - The liquor market is currently facing challenges, with traditional liquor brands struggling to connect with younger consumers while beer companies grapple with cost and pricing issues [1][3][5] - The entry of Mixue Ice City into the beer market with low-priced fresh beer is reshaping consumer expectations and market dynamics [7][13][15] Industry Challenges - Traditional liquor consumption has shifted from social bonding to a preference for personal enjoyment, leading to a decline in white liquor sales among younger demographics [3][5] - Beer companies are caught in a dilemma of needing to lower prices to attract customers while facing thin profit margins [5][11] Mixue Ice City's Strategy - Mixue Ice City has successfully leveraged its resources and understanding of consumer needs to introduce fresh beer at a competitive price of 5 yuan, revitalizing the market [7][9][11] - The company has established a robust supply chain and logistics network, allowing for efficient distribution of fresh beer alongside its existing beverage offerings [9][11] Market Disruption - The introduction of low-priced fresh beer is not only altering beer pricing but also changing overall consumer purchasing logic, as Mixue Ice City expands its product offerings to include snacks and other complementary items [13][15][17] - The company's approach emphasizes value for money, appealing to consumers who prioritize cost-effectiveness over brand prestige [15][17] Future Implications - The success of Mixue Ice City may signal a broader shift in consumer behavior across various industries, challenging brands that rely on traditional marketing and high pricing strategies [17] - The potential for further market disruption exists, as Mixue Ice City plans to expand its presence and possibly lower prices even further, impacting the pricing strategies of established beer brands [15][17]

Core Insights - The article discusses how Pinduoduo has transformed the narrative of e-commerce in China by focusing on previously overlooked consumer groups, such as small-town youth and the elderly, thereby democratizing consumption and making it more inclusive [2][4][12]. Group 1: Pinduoduo's Impact on Consumer Behavior - Pinduoduo's emergence has shifted the focus of consumption from affluent groups to a broader audience, allowing previously marginalized consumers to participate in the digital economy [2][4]. - The platform's strategies, such as group buying and direct sourcing, have made quality products accessible to consumers with limited incomes, facilitating a shift from "having nothing" to "having better" [5][10]. - Data shows that consumption growth is now more pronounced in lower-tier cities, with a nearly 79% increase in average spending in these areas compared to just 0.4% in first-tier cities [10]. Group 2: Pinduoduo's Business Model and Philosophy - Pinduoduo positions itself as a community-driven platform, emphasizing value creation for users rather than striving to become a traditional corporate giant [3][11]. - The company has established a low-barrier entry for small businesses, enabling them to reach consumers directly and fulfill previously unmet demands [16][18]. - Pinduoduo's approach is characterized by a focus on understanding consumer needs rather than merely pushing products, leading to a more user-centered ecosystem [19][21]. Group 3: Long-term Vision and Strategy - The company has consistently prioritized consumer interests and social value, aiming to be a "social enterprise" that serves the largest number of ordinary people [28][29]. - Pinduoduo's growth strategy is not based on short-term subsidies but on enhancing efficiency and optimizing supply chains to provide lasting value to consumers [32][33]. - The platform's evolution reflects a commitment to inclusivity, allowing diverse consumer groups, including rural farmers and urban professionals, to share the same shopping experience [37][40].

Core Insights - The article emphasizes the concept of "consumption equality" as a central theme, highlighting how Pinduoduo has shifted the narrative of e-commerce to include previously overlooked demographics such as small-town youth and the elderly [3][4][8] - Pinduoduo's approach is characterized by a commitment to creating value for consumers, positioning itself as a platform that serves the broadest segment of the population rather than aiming to be a traditional e-commerce giant [4][15] Group 1: Consumption Equality - Pinduoduo challenges the traditional narrative of consumption upgrade being exclusive to affluent groups, instead advocating for a model where value is accessible to all [4][8] - The platform has successfully engaged small-town youth and lower-tier cities, where the growth in consumption has significantly outpaced that of first-tier cities, with a reported 79% increase in average spending in lower-tier cities [7][19] - Pinduoduo's initiatives, such as "group buying" and "direct shipping from producers," have made previously inaccessible products available to everyday consumers [4][5] Group 2: Business Model and Strategy - The company has expanded its merchant base from 1 million to over 10 million, providing low-entry barriers for small businesses and enabling them to meet previously neglected consumer demands [10][11] - Pinduoduo's strategy emphasizes a "merchant-first" approach, fostering innovation and understanding of consumer needs rather than merely pushing products [11][12] - The platform's focus on consumer-centric business practices has led to the emergence of numerous successful merchants who prioritize understanding consumer lifestyles and preferences [12][14] Group 3: Long-term Vision and Impact - Pinduoduo's long-term vision is rooted in the principle of creating social value and prioritizing consumer interests, aiming to be a "social enterprise" that benefits the majority [15][16] - The company has maintained a consistent focus on its core e-commerce business while avoiding the pitfalls of chasing fleeting trends, ensuring sustainable growth [16][17] - The narrative of consumption has shifted from elite-driven to inclusive, allowing a broader range of consumers to participate in the economic cycle, which is seen as a key to future growth [19]

Core Viewpoint - The article emphasizes that Pinduoduo has redefined the narrative of consumption in China by focusing on the "silent majority," including small-town youth and the elderly, rather than just affluent urban consumers [2][4][9]. Group 1: Consumption Upgrade and Inclusivity - Pinduoduo challenges the traditional notion that consumption upgrade is only for the wealthy, instead highlighting that it can also mean affordable and valuable products for a broader audience [4][7]. - The platform's initiatives, such as "group buying" and "billion subsidies," have made previously inaccessible products available to everyday consumers [5][12]. - Recent consumption data shows that lower-tier cities have experienced significant growth in spending, indicating a shift in consumption power from urban centers to previously marginalized areas [7][8]. Group 2: Business Model and Merchant Empowerment - Pinduoduo has grown its merchant base from 1 million to over 10 million, providing low-entry barriers for small businesses to access the market [12]. - The platform's focus on understanding consumer needs rather than merely pushing products has led to a more effective marketplace [13][14]. - Pinduoduo's approach fosters a symbiotic relationship between consumers and merchants, driving innovation and responsiveness in the supply chain [12][19]. Group 3: Long-term Vision and Social Responsibility - Pinduoduo's core mission is to serve the largest number of ordinary people, positioning itself as a socially responsible enterprise [8][18]. - The company has maintained a consistent focus on consumer value and social impact, avoiding trends that detract from its primary objectives [19][20]. - The narrative of consumption has shifted from elite-driven to inclusive, allowing a wider demographic to participate in the economic cycle [22][26]. Group 4: Future Implications for Consumption - The article concludes that true prosperity lies in the active participation of the base of the economic pyramid, rather than just the affluent [25][26]. - Pinduoduo's model suggests that integrating more ordinary people into the consumption cycle is a key driver of sustainable growth [26].