最近，大家都在忙着年终总结，不少没有完成业绩的营销人，又不得已开始物色新机会。 为什么现在房子不好卖了？都说要为客户提供新的生活方式，到底什么是生活方式？ 资深营销人陈勇志老师这篇文章从一个很特别的视角来探讨这些问题，脑洞很大，推荐给大家。 房地产尤其是住宅现在不再短缺了，甚至出现了一定程度的过剩。这种过剩，归结起来还是没有创新， 没有划时代的产品出现。 | 马 | 更好的马 | 汽车 | 划时代地解决距离问题 | | --- | --- | --- | --- | | 燃油汽车 | 新能源智能汽车 | | 划时代地解决人机互动 | | 电话机 | BB机 | 手机 | 划时代地解决随时通讯问题 | | 通话手机 | 短信手机 | 苹果手机 | 划时代地解决图文视频交流问题 | 如上表所示，这些划时代的产品，无疑都不是以单一的产品取胜，而是以一个生态出现，对于产业的变 革是显著的，空前的。智能手机带动的不仅是手机本身的零部件产业，还有操作系统、办公系统、视频 显示产业、社交等等。 重新发明房地产！ 有人认为，房地产行业未来发展的关键词有：智能建筑、绿色环保、共享经济、科技创新、城市更新、 养老地产。智能建筑利 ...

Group 1 - The automotive industry in China is transitioning from competition based solely on product specifications and pricing to a deeper competition focused on brand value and cultural recognition [2] - Wei Jianjun, the chairman of Great Wall Motors, participates in extreme off-road events to test vehicle performance, which provides valuable data for product improvement [2] - Great Wall Motors' approach reflects an upgrade in the competitive dimension of Chinese automotive companies, shifting from technical parameter comparisons to a comprehensive competition involving system capabilities, brand perception, and user ecosystems [2] Group 2 - The personal practices and public expressions of automotive leaders may serve as important mediums for conveying corporate values and connecting with users emotionally [3] - By engaging in international events and promoting off-road culture, Great Wall Motors aims to shift the narrative of Chinese automotive culture from "cost-performance" to "technological confidence" and "lifestyle," providing new insights for the globalization of Chinese brands [3]

Core Insights - The article emphasizes that having two million in savings does not guarantee financial security, as the longevity of these funds depends on three critical factors: spending habits, investment returns, and lifestyle choices [1][18]. Spending Habits - The speed of spending directly affects the lifespan of savings; lower monthly expenses can significantly extend the duration of the funds [2][4]. - For example, with a monthly expenditure of 5,000 yuan, two million can last approximately 400 months, equating to over 33 years [3]. - Conversely, with a monthly expenditure of 20,000 yuan, the funds may only last about 100 months, or just over 8 years [3]. Investment Returns - Relying solely on bank savings is insufficient in a low-interest environment; for instance, a one-year deposit at 1.15% yields only 23,000 yuan annually, which is inadequate for covering significant expenses [4]. - Investing in stable financial products or bond funds can yield annual returns of 3-5%, while stocks or mixed funds may offer returns of 8-10%, albeit with higher risk [7][8]. - A 5% annual return on two million could generate 100,000 yuan yearly, significantly alleviating monthly expenses [8][9]. Lifestyle Choices - Lifestyle significantly influences both daily expenses and unexpected costs; a frugal lifestyle can allow savings to last for decades, while a luxurious lifestyle can deplete funds rapidly [13]. - Unexpected expenses, particularly medical costs, can drastically shorten the lifespan of savings, necessitating careful planning for retirement [13]. - Recommendations for maximizing savings include detailed expense planning, prudent investment strategies, and maintaining an emergency fund [14][15][16].

Core Insights - The hotel industry in China is experiencing intense competition, often referred to as "involution," which is seen as a sign of ongoing supply-side reforms rather than a lack of progress [1][7] - The founder of Huazhu Group, Ji Qi, emphasizes that competition should drive upward growth and innovation, transforming anxiety into a force for industry and personal development [1][3] Industry Overview - The hotel market in China is characterized by oversupply and a struggle for pricing power, leading to anxiety among investors and practitioners [1] - Despite the challenges, Ji Qi remains optimistic about the Chinese hotel industry, viewing competition as a signal for growth rather than a threat [5][7] Market Dynamics - The hotel occupancy rate in China is projected to recover to 67.8% in 2024, but structural issues persist, with only 25% of approximately 20 million hotel rooms being part of large-scale operations [8][9] - The market is transitioning from low-cost competition to high-quality, refined operations, pushing companies to improve products and services [8][9] Strategic Framework - Ji Qi introduces a framework of "three 'three markets'" that includes geographic, consumer tier, and age structure, identifying significant potential in county-level markets [9][10] - The focus is shifting from price competition to value and experience, driven by a growing middle-income group exceeding 400 million people [9][10] Investment Standards - Two "three good" investment standards are proposed: for investment, focus on "good location, good rent, good product"; for products, emphasize "good brand, good property, good quality" [10][12] - This methodology aims to create sustainable growth mechanisms rather than mere competition [10][12] Brand and Experience - Huazhu's growth reflects a shift from merely providing affordable accommodation to enhancing the overall experience and aesthetic of hotel stays [14][15] - The company aims to create a brand that resonates with consumers, emphasizing the importance of experience over price [14][15] Future Vision - Ji Qi articulates a vision for Huazhu's next 20 years, focusing on deepening its presence in China, leading with brand strategy, and pursuing quality-driven growth [20][21] - The mission has evolved from "beautiful life" to "beautiful journey," positioning hotels as emotional waypoints in travelers' lives [21][22]

Lifestyle & Aspiration - Post-2012, the focus shifted from financials to desires, aspirations, and lifestyle [1]

Core Viewpoint - The 2025 Modern Shanghai Design Week and Modern Shanghai Home Furnishing Exhibition have commenced at the Expo Center, showcasing advancements in various fields such as original design, lifestyle, high-end manufacturing, green technology, sustainability, cross-border trade, AI innovation, and new consumption trends, attracting 200,000 professional visitors from 160 countries and regions [1] Group 1 - The event features upgraded exhibition areas including the Design High Ground Pavilion, Commercial High-end Integrated Decoration Pavilion, and a new online-offline integrated factory direct sales model [1] - The exhibition includes 18+ trendy special events, three authoritative awards, and over 100 cutting-edge forums, emphasizing the theme "Crossing into a New Era" [1] - The dual exhibitions aim to guide global traffic and provide a comprehensive industry feast for the global home furnishing community [1]

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Core Insights - Birkenstock has experienced significant growth in China, driven by a combination of comfort and a sense of identity, with a 12% year-over-year revenue increase in Q3, reaching €635 million [3] - The Asia-Pacific region saw a remarkable 21% revenue increase, with China being the primary driver, as the brand expands its offline presence and leverages e-commerce to reach younger consumers [3][4] - The brand's positioning as a lifestyle symbol has allowed it to avoid direct competition with sports giants like Nike and Adidas, instead competing with brands like UGG and Crocs [4] Financial Performance - Birkenstock's wholesale revenue grew by 15%, reaching €390.2 million, while retail revenue increased by 9% to €243.9 million, supported by channel expansion and pricing strategies [4] - The company's gross margin improved from 59.5% to 60.5%, with adjusted EBITDA rising by 17% to €21.83 million and net profit soaring by 73% to €129.2 million [4] - Despite tariff challenges, the brand has maintained pricing power, indicating strong demand and the ability to enhance profit margins without losing customers [5] Market Positioning - Birkenstock's expansion aligns with a polarized global footwear market, where it has successfully positioned itself within the high-end lifestyle segment, aided by collaborations with brands like Dior Men and Rick Owens [4] - The company is expected to maintain a revenue growth forecast of 15% to 17% for the 2024/25 fiscal year, capitalizing on structural opportunities in Chinese consumer upgrades [5] - Birkenstock's majority stake was sold to LVMH-backed private equity firm L Catterton in 2021, marking its transition into a luxury brand within the footwear sector [6]

Content Summary - Self-media Vlogger Monkey Uncle shares how to gain freedom in life by "letting go" [1] - He suggests letting go of regrets about the past, distractions in the present, and fixed self-perspectives [1] - Mastering these three "letting go" abilities is like installing a "reset button" for life [1] Industry Focus - The content relates to self-media practitioners and vloggers who record life [1] - The talk was given at a TEDx event, indicating a focus on sharing ideas and personal growth [1]

Core Insights - The article discusses the transformation of Sanlitun from a shopping destination to a lifestyle hub, where young people seek experiences that reflect their identities and aspirations [3][4]. New Openings - **y Spanish Table**: A Spanish restaurant with a large terrace, offering a relaxed dining experience. Average spending is 251 yuan, and it opened in April [6][11]. - **栋梁**: A high-end designer brand store that provides personalized shopping experiences. Average spending is 2000 yuan, and it reopened in May [13][19]. - **NORLHA**: A Tibetan brand specializing in yak wool products, with high price points reflecting quality craftsmanship. Prices start at 2900 yuan [20][24]. - **金子眼镜店**: A Japanese eyewear store featuring unique designs, with an average spending of 5000 yuan. It opened in June [28][34]. - **ZIMMERMANN**: An Australian brand known for its feminine dresses, with prices around 10000 yuan. It opened in January [35][39]. - **TOTEME**: A Swedish brand focusing on minimalist fashion, with an average spending of 2000 yuan. It opened in March [41][45]. - **VÍTOR CASTRO**: A dessert shop specializing in pistachio-based treats, with prices ranging from 11.8 to 88 yuan. It opened in May [50][54]. - **AMAM LONBAKERY TOWN**: A bakery known for its "little dog" bread, with an average spending of 48 yuan. It opened in June [56][58]. - **KNOTIFY**: An outdoor sports brand store that also organizes community events, with an average spending of 1000 yuan. It opened in April [60][63]. - **Elitebaker room**: A bakery focused on healthy, energy-boosting snacks for athletes, with a focus on low-sugar options. It opened in May [67][71]. - **Slack Off**: A jewelry store with a unique aesthetic, offering affordable accessories. It opened in June [75][79]. - **THE FUR**: A multi-functional space combining hairdressing, coffee, and dining, currently in soft opening [82][87]. - **归丛告别事务所**: A non-traditional farewell service space that aims to normalize discussions around death. It opened in June [88][92]. - **吨吨囤囤**: A craft beer bar where customers can pour their own drinks, with an average spending of 113 yuan. It opened in July [95][100].