对现在的消费者来说，车厘子这样稍贵的水果依然是幸福生活的点缀，却再也不会是某种高高在上的象征，更不用通过对贵价水果的追逐，来证明自己过 上了某种精致的生活。 找回自然、舒适的消费心态，水果之间最大的，也最重要的差异，其实只有味道本身。 作者 | 铁梅 谁也想不到，有一天能看到有人用炒股票的思路买车厘子。 因为今年车厘子价格大跳水，没过几天就能便宜七八十块，这速度逼得鬼才消费者换种思路购物："我买完就降价了，所以我又买了一盒拉低均价。" 还有网友前一天晚上下单一箱车厘子，货都还没到，隔天早上就发现商家降价58元。 "车厘子是黄金吗？一天一个价。" 电商平台纷纷卖出"地板价"。（图/社交网络平台） 大家讨论的还不只价格，车厘子有没有褪黑素，吃多了会不会中毒……2025年没过去多久，车厘子就仿佛住在了热搜上。 其实，车厘子作为网红水果顶流，每年都能掀起一波舆论关注。只是在往年，热搜上往往是"月薪一万也吃不起车厘子""中产年货车厘子"这样的词条，字 里行间都带着股独属于车厘子的高贵。 但是，今年关于车厘子的讨论却格外接地气，吃多了上火、拉肚子，到底有没有打药等等，乍一看仿佛在讨论哪个日常的平价水果。 2026年，这个 ...

人生第一次啊朋友们！斥巨资开游泳卡，我7年前买的那件游泳衣终于有机会穿了。那件游泳衣自打买 了我就没游过泳，有几次甚至想要不洗澡的时候穿一回吧。老不搭理她，游泳衣都抑郁了。 至于上一次游泳是什么时候，20年是有的。所以这头一次下水我不确定自己还会不会游，就借了个浮 板，手搭在浮板上，头在水面之上，胳膊不动，靠腿蹬，游了150米。上来的时候连头发都没湿。扑腾 完哪都没疼。洗完澡从游泳馆出来，感觉哪都很通畅，那种舒服，跟跳操之后出一身汗不一样。不知道 运动之后的舒服分不分种类，但是这一种，很显然它适合我。 那是初春，乍暖还寒，下午两点的阳光照在身上暖洋洋的，通体舒泰，连呼吸都是享受。很想在阳光里 放声歌唱。 在《人物》写「消费记录」写到第六年了。先叉个腰、鼓个掌吧。 2025年的消费，最大的特点就是大多数时候理性回归。比如以前买花、植物，再怎么着，觉得「也就几 十块钱」，今年明显不是这样，绝大多数情况下，一盆花它要敢超过五十块钱，我就敢不买了。一个东 西如果可有可无，那就选无。类似「虽然同类衣服有好几件但是这个打一折耶」，这些症状基本绝迹 了。 但「不乱花钱了」不等于「什么钱都不花了」，毕竟买买买不是目的，开心、 ...

Core Insights - The rising prices of down jackets are attributed to increased costs of raw materials and brand premium strategies [2][4][6] - The cost of white duck down has surged to 420-550 RMB per kilogram, while white goose down has doubled to 840-1200 RMB [4] - The average cost of down material for a 150-gram white duck down jacket is approximately 63-83 RMB, making it difficult for retail prices to remain below 300 RMB [4] Cost Factors - The overall costs in poultry farming, including feed, facilities, and disease control, have risen, forcing farmers to either reduce scale or increase prices, which ultimately affects the down supply chain [4] - Despite rising costs, the price increase at retail levels has outpaced the cost increase, revealing significant profit margins in the industry [4][6] Brand Strategies - High-end brands have successfully linked down jackets to status symbols through celebrity endorsements and fashion marketing [6] - Some budget brands have transitioned to high-end positioning, raising their average prices to over 2000 RMB, which has led consumers to associate high prices with high quality [6] Consumer Behavior - Consumers are becoming more discerning and are less willing to pay for brand names, focusing instead on practical features like warmth and down content [7][10] - The emergence of "ribbed down jackets," which are lightweight and affordable (averaging under 300 RMB), has gained popularity, challenging traditional high-priced down jackets [10][12] Market Trends - The market for winter clothing is diversifying, with alternatives like double-faced wool coats and fleece-lined jackets emerging, which offer competitive warmth without the high price tag of down jackets [12] - The disconnect between industry pricing strategies and consumer expectations is leading to a shift towards transparency and value in the down jacket market [13][18] Recommendations for Brands - Brands should focus on enhancing product quality and clearly communicating key parameters like down content and fill power to regain consumer trust [16][18] - Companies are encouraged to adapt to consumer preferences by offering a range of products tailored to different needs rather than solely pursuing high-end pricing strategies [16][18]

Core Insights - The 2025 Double 11 shopping festival marks a shift in the e-commerce landscape, moving away from the traditional GMV (Gross Merchandise Volume) reporting to a more subdued and diversified approach to growth metrics [1][3][14] Group 1: Changes in E-commerce Dynamics - The excitement and frenzy associated with Double 11 have diminished, with platforms no longer publicly announcing GMV figures, indicating a transition in consumer engagement and marketing strategies [3][4][6] - Despite the absence of GMV reports, transaction volumes continue to grow, suggesting that the underlying market remains active, albeit with a different focus [5][13] - Platforms are now emphasizing differentiated growth strategies rather than competing solely on GMV, reflecting a more sustainable approach to e-commerce [6][11] Group 2: Consumer Behavior Shifts - Consumers are increasingly prioritizing value over discounts, with a notable decrease in the proportion of shoppers motivated by sales promotions compared to previous years [7][10] - The shopping experience has evolved, with consumers now more inclined to compare products and seek out quality, rather than simply chasing the lowest price [10][12] - The rise of younger consumers (post-95 and post-00) is reshaping shopping habits, favoring instant purchases and diverse product categories, which contributes to the changing dynamics of Double 11 [13][14] Group 3: Technological Integration and Efficiency - Platforms are leveraging AI and digital tools to enhance operational efficiency and improve user engagement, with notable examples including Tmall's AI "Smart Benefit Engine" and JD's digital influencers [12][14] - The integration of online and offline shopping experiences is becoming more prevalent, with over 48% of consumers engaging in a blended shopping journey [13][14] - The focus has shifted from creating hype to ensuring operational efficiency and customer retention, indicating a more mature phase in the e-commerce sector [11][14]

Core Insights - The high-end yogurt brand Blueglass, priced at 49 yuan per cup, has recently started to lower its prices significantly, with some products available for as low as 19.9 yuan on third-party delivery platforms, marking a 60% decrease from its original price [1][17] - Analysts indicate that the trend of high-end yogurt price reductions reflects a return to consumer rationality, as consumers are becoming more discerning about product quality and pricing [3][15] Company Overview - Blueglass was founded in 2012 and is part of Beijing Yuehuo Catering Management Co., Ltd. The brand has raised over 200 million yuan in funding and aimed to open 1,000 stores but currently operates around 200 [18] - The brand positions itself as a premium product targeting urban consumers, often referred to as the "Hermès of yogurt" due to its high pricing strategy [10][19] Market Trends - The high-end yogurt market is experiencing a significant downturn, with many brands, including Blueglass, facing challenges as consumer preferences shift towards more affordable options [17][19] - Other high-end yogurt brands are also reducing prices and closing stores, indicating a broader trend of contraction in the premium yogurt segment [18][19] Consumer Sentiment - Social media has seen a backlash against Blueglass, with consumers reporting adverse health effects such as diarrhea after consumption, leading to negative publicity [6][8] - The brand's marketing strategies, including claims of health benefits, have been criticized, and regulatory actions have been taken against its advertising practices [12][15] Product Analysis - Blueglass yogurt products claim to contain high levels of probiotics and dietary fiber, but reports suggest that these levels may exceed recommended daily intakes, potentially leading to digestive issues [14] - The sugar content in some Blueglass products is comparable to that of sugary drinks, raising concerns about their health implications despite being marketed as healthy options [14]

Core Viewpoint - The high-end yogurt brand Blueglass is experiencing a significant decline in sales, prompting a price reduction strategy as consumer rationality returns to the market [1][3][19]. Pricing and Sales Trends - Blueglass, which previously sold yogurt at 49 yuan per cup, has reduced prices on third-party platforms to as low as 19.9 yuan, marking a nearly 60% decrease [1][19]. - The trend of high-end yogurt brands lowering prices is becoming common, with many brands now offering products in the 5-10 yuan range and engaging in promotional activities [19]. Consumer Sentiment and Health Concerns - Consumers have expressed dissatisfaction with Blueglass, citing health issues such as diarrhea and gastrointestinal discomfort after consumption, leading to negative social media discussions [6][14]. - Analysts have pointed out that the high probiotic content in Blueglass yogurt exceeds recommended daily intake by 5 to 10 times, which can disrupt gut health [14]. Market Position and Brand Image - Blueglass has positioned itself as a premium brand targeting "refined women," with a marketing strategy that emphasizes high pricing and a luxurious image [10][21]. - The brand has faced scrutiny for its marketing practices, including a recent fine for advertising that was deemed inappropriate [12]. Industry Dynamics - The yogurt market is undergoing a significant transformation, with traditional high-end brands like Blueglass facing challenges from emerging brands that offer better value and quality [21]. - The industry is shifting towards brands that focus on supply chain efficiency and product quality, rather than just high pricing [21].

Core Insights - The article discusses the evolution of the Double Eleven shopping festival initiated by Tmall, highlighting its transformation from a simple promotional event to a significant cultural phenomenon in China [1][2][4]. Group 1: Historical Context - The first Double Eleven event in 2009 was a hasty decision aimed at boosting sales, featuring only 27 merchants and a simple discount strategy [1]. - Over the years, Tmall has become synonymous with "the lowest prices of the year," creating a massive retail event that has set numerous sales records [2][3]. Group 2: Current Trends - The shopping festival has seen a decline in consumer enthusiasm, with fewer people actively participating in the event compared to previous years [4]. - The shift in consumer behavior reflects a growing preference for emotional value and cultural significance over mere material possession [6]. Group 3: Market Dynamics - Brands are now facing pressure to move beyond single-target sales strategies, with new pricing constraints imposed by e-commerce platforms [5]. - The overall e-commerce growth rate is slowing, with a decrease in penetration from 27.6% in 2023 to 26.8% in 2024 [5]. Group 4: Future Outlook - The retail landscape is evolving, with the rise of live-streaming e-commerce and the blurring of online and offline retail boundaries [6]. - The focus is shifting towards emotional connections and value recognition, as consumers seek deeper relationships with brands [7].

Core Insights - The evolution of the Double Eleven shopping festival reflects a shift from a frenzied consumer culture to a more rational and meaningful approach to consumption [3][7][8] Group 1: Historical Context - The Double Eleven event originated in 2009 when Tmall, then known as Taobao Mall, initiated a promotional campaign to boost sales during a relatively quiet shopping period [2] - The first event featured 27 merchants and was more about public relations than actual sales, marking the beginning of Tmall's competition with various B2C platforms [2] Group 2: Changing Consumer Behavior - Over the years, Double Eleven has transformed into a significant social event, with consumers engaging in collective shopping experiences and sharing strategies [3] - Recent trends indicate a decline in consumer enthusiasm, with fewer people sharing their purchases on social media and a noticeable reduction in the excitement surrounding the event [3][4] Group 3: Market Dynamics - The marketing value of Double Eleven has shifted, with brands now focusing on sustainable business practices rather than solely on sales volume during promotional events [4][6] - The e-commerce growth rate is slowing, with a reported decrease in e-commerce penetration from 27.6% in 2023 to 26.8% in 2024 [4] Group 4: Technological Influence - E-commerce platforms utilize sophisticated algorithms to analyze consumer preferences and extend user engagement through complex promotional strategies [5] - A significant portion of consumers (nearly 70%) report feeling indifferent or even negative towards marketing content, indicating a shift in consumer sentiment [5] Group 5: Future Trends - The future of retail is expected to prioritize emotional connections and value recognition over mere price incentives, as consumers seek deeper relationships with brands [8] - The rise of live-streaming e-commerce and the digital transformation of offline retail are reshaping the traditional shopping landscape, making events like Double Eleven just one part of a more complex retail ecosystem [6][8]

Core Insights - The "Double Eleven" shopping festival has evolved from a single-day event to a month-long promotional period, reflecting a shift in consumer behavior towards more rational purchasing decisions [9][10][11] - The integration of online and offline retail strategies is becoming more pronounced, with businesses leveraging both channels to enhance consumer engagement and drive sales [19][20] Group 1: Changes in Consumer Behavior - Consumers are increasingly adopting a rational approach to shopping, moving from impulsive buying to need-based purchases, as evidenced by the slowing growth rates of GMV during "Double Eleven" [12][13] - The simplification of promotional strategies by e-commerce platforms indicates a maturation in consumer shopping habits, with a preference for straightforward discounts over complex promotional rules [12][13] Group 2: E-commerce Strategies - The duration of promotional activities has been extended significantly, with major platforms launching campaigns as early as September, leading to a competitive landscape focused on supply chain efficiency and customer experience [10][11] - Instant retail has emerged as a key player in this year's "Double Eleven," with platforms like Meituan and Taobao integrating rapid delivery services, enhancing consumer convenience and expanding market reach [15][16][17] Group 3: Offline Retail Participation - Physical retail spaces are actively participating in "Double Eleven," utilizing promotional events and experiential marketing to attract consumers, thereby benefiting from the increased foot traffic generated by online campaigns [18][19] - The emotional connection and experiential value offered by brick-and-mortar stores are becoming significant factors in consumer decision-making, as shoppers seek tangible interactions with products [20]

Core Insights - The article highlights a significant shift in consumer behavior during the National Day holiday, indicating a decline in traditional festive spending patterns and a move towards more rational consumption choices [1][3]. Group 1: Consumer Behavior Changes - There is a noticeable decline in festive spending, with traditional markets and events experiencing reduced activity compared to previous years [1][3]. - Consumers are adopting a more rational approach to shopping, focusing on buying only what they need rather than stockpiling goods [4][6]. - The demand for luxury items, such as high-priced crabs and premium liquors, has decreased significantly, with prices dropping and sales volumes plummeting [7][11]. Group 2: Market Dynamics - The pork market remains stable due to sufficient supply, including stable pig stocks and government meat reserves, leading consumers to resist paying inflated prices during the holiday [6]. - The wedding market is experiencing a downturn, with a 30% decrease in bookings compared to last year, as couples prioritize cost-saving measures over traditional lavish celebrations [13]. - The liquor market is facing excess inventory, with prices for premium brands like Moutai and Wuliangye dropping significantly, indicating a shift away from ostentatious spending [15][18]. Group 3: Restaurant and Tourism Trends - The restaurant industry is adapting to changing consumer preferences, with a rise in demand for affordable dining options and a decline in expensive banquet-style meals [20]. - Tourists are increasingly valuing transparency and fairness in pricing, with businesses adopting honest practices to attract customers [21][24]. - The overall trend reflects a return to rational consumption, where consumers prioritize genuine value over superficial luxury [25][27].