Core Viewpoint - The recent price adjustments of Fulejia products have sparked widespread consumer attention, highlighting a gap between modern business logic and consumer psychological expectations [1] Group 1: Pricing Strategy and Market Dynamics - Fulejia's pricing strategy reflects a comprehensive consideration of R&D costs, quality control, and brand positioning, serving as a core signal for resource allocation in the market economy [3] - Price reductions during promotional periods are a proactive response to market dynamics, allowing brands to clear inventory and attract new customers, with Fulejia leveraging limited-time discounts during the 618 shopping festival to enhance brand exposure and user loyalty [4] Group 2: Consumer Perception and Value Recognition - Consumers often perceive promotional prices as a given, leading to a cognitive bias that overlooks the underlying value dimensions behind price fluctuations, which are amplified by a "comparison culture" in the digital economy [4] - A rational understanding of price fluctuations requires a framework that includes recognizing the inevitability of price changes due to market supply and demand dynamics, understanding the multifaceted nature of brand value, and cultivating a mature consumer mindset focused on value rather than just low prices [5] Group 3: Sustainable Brand Development - Fulejia's price adjustments serve as a reminder that brand competition ultimately returns to the essence of value, where brands that adhere to business principles and nurture consumer trust can achieve sustainable development [5] - The transformation of price adjustments from perceived trust erosion to a necessary process of value transmission is essential for achieving a balance between commercial ecology and consumer psychology [5] - A healthier and more sustainable consumption ecosystem will emerge when consumers adopt a rational perspective on price fluctuations and brands communicate value sincerely, leading to trust overcoming suspicion and fostering genuine brand growth [6]

Core Insights - The article discusses the evolving consumption trends among young people, highlighting a shift from basic value-for-money considerations to a more complex set of emotional and experiential factors in purchasing decisions [1][24][25] - It identifies seven key consumption trends that reflect the increasing "consumption tension" between products and consumers, emphasizing the importance of aesthetics, comfort, ingredient transparency, technological innovation, experiential purchases, social belonging, and emotional resonance [3][24][26] Group 1: Consumption Trends - Young consumers prioritize aesthetics, with "颜值即正义" (beauty is justice) being a significant factor in their purchasing decisions across various sectors, including fashion and automotive [5][24] - There is a growing preference for products that offer a "lightweight" and effortless experience, particularly in beauty and fashion, where natural looks and comfort are favored [7][24] - Ingredient transparency has become crucial, with young consumers actively researching product components and prioritizing safety and efficacy in their choices [9][24] Group 2: Technological Influence - Young consumers are increasingly drawn to products that showcase advanced technology, with a focus on performance and innovation in sectors like automotive and electronics [11][12] - The demand for smart and AI-driven home appliances reflects a shift towards convenience and efficiency in daily life [11][12] Group 3: Experiential Consumption - Consumption is viewed as an "experiment of curiosity," where young consumers seek unique experiences and are willing to try new and unconventional products [14][15] - Brands that can create engaging and fun experiences are more likely to capture the attention of young consumers, leading to a shift from mere transactions to emotional connections [16][24] Group 4: Emotional and Social Factors - Young consumers are looking for products that provide emotional comfort and a sense of belonging, often using purchases as a means of self-care and emotional support [21][22] - The concept of "消费好搭子" (consumption partners) highlights the importance of social context in purchasing decisions, where products are chosen based on their fit within specific life scenarios [18][19][24] Group 5: Brand Strategy - Brands must adapt to the changing preferences of young consumers by understanding their emotional and experiential needs, moving beyond traditional metrics of brand recognition and price [25][26] - The use of data analytics and consumer insights is essential for brands to effectively engage with young consumers and align their offerings with current trends [26][27]

于此同时，其他一众硬折扣超市，也在加速扩张。比如国内全品类硬折扣超市目前已有盒马NB、奥乐齐、乐尔乐、折扣牛、爱折扣等品牌。一场围绕硬 折扣线下超市的零售革命正从一线城市蔓延至县域。 那么为什么大平台、传统商超都瞄准了硬折扣超市？背后有两大关键点。 一是、性价比需求刚性化。当前消费者对价格敏感度提升，硬折扣超市通过供应链极致压缩（SKU精简至1000-2000个、自有品牌占比60%-90%），实现 商品价格较传统商超低30%-50%。二是线下流量价值重估。线上获客成本攀升（电商平台单用户成本更高），而社区硬折扣店凭借低价高频生鲜日百吸引 自然客流，成为线下新入口。 在我们看来。这场争夺战的本质，是供应链效率、商品差异化与消费心智的对决。我们以盒马NB和奥乐齐为代表来进行拆解。 盒马NB"硬折扣+社区渗透"，快速扩张下沉 硬折扣线下超市又陆续迎来新玩家。 首先是老牌超市物美。7月25日，物美集团全新业态"物美超值"硬折扣店首批6家门店在北京同步开业，覆盖东城、西城、石景山、丰台、通州五大核心区 域，以"精选商品+极致性价比"为核心，全部商品围绕三餐与高频刚需做减法，主打"1300个SKU+60%自有品牌"，聚焦 ...