全球时尚市场早已给出答案：内购特卖在奢侈品领域占比已达50%，成为品牌处理库存的核心方式。这背后，是消费者钱包 收紧后的理性选择。当一个入门款奢侈品包包的价格相当于普通家庭2个月的生活费时，越来越多人开始算这笔账：花几万 块买个logo，不如把钱花在房租、教育这些更实在的地方。 麦肯锡调研发现，即使是对经济环境相对乐观的Z世代，也更愿意把钱花在体验类消费上，而非单纯的符号消费。我公司的 实习生小林就很典型，她宁愿花三千块买折扣款轻奢包，剩下的钱报瑜伽课，也不愿透支信用卡买正价品。 上周在写字楼边的奢侈品店闲逛，听到导购员聊天说，现在老客户花钱没那么勤了，不少人还主动问有没有特卖活动。 这话让我想起刚看到的LVMH集团财报。2024年上半年以中国为首的亚洲市场销售收入同比下降10%，二季度跌幅更是扩大 到14%。有趣的是，与专柜冷清形成鲜明对比的是，周末商场里某轻奢品牌的特卖会排起了长队，这两种景象恰恰勾勒出当 下奢侈品市场的新轮廓。 这些年轻人成长在信息透明的时代，深谙"品牌"的营销道理，他们不再认为买奢侈品不用打折，反而觉得"花小钱办大事"是 本事。就像小红书上流行的"千元大牌攻略"，年轻人热衷于分享如何在 ...

Group 1 - The toy consumption market is experiencing a surge in popularity, with a diverse range of products such as smart toys, IP-related items, and plush toys emerging, reflecting a new trend that is creative and personalized [1] - Consumers are increasingly prioritizing educational and entertaining functions, safety and quality, as well as individual and emotional needs when purchasing toys [1] - The market share of smart and educational toys has significantly increased, as parents favor products that enhance cognitive and motor skills [1] Group 2 - The children's toy market in China is undergoing a deep transformation, with technology integration, scenario extension, and sustainable development becoming core variables [2] - Companies need to build capabilities in "IP + technology + channels" to address new competition and challenges [2] - Utilizing social media and short video platforms for content creation and enhancing consumer interaction is essential for increasing product visibility and appeal [2]