从一本本"小绿书"到行业的战略指南，知萌咨询机构创始人兼CEO肖明超和他的团队用十年光阴，将消 费市场的趋势淬炼为企业、品牌、产品相关负责人可依循的创新行动地图，通过知萌咨询机构的年度趋 势报告，越来越多的企业和品牌，逐渐摆脱传统经验主义、模糊感知的困境和瓶颈，降低试错、迭代成 本，让企业在市场战略制订和营销战术决策时更有方向感，也让企业更有效地重构品牌资产、重塑企业 产品创新逻辑。 知萌对消费趋势的持续研究显示，过去十年，中国消费市场历经了从"新优品时代""心价比"到"烟火叙 事""求真向实"的深刻蜕变。作为这一历程的关键观察者与定义者，知萌咨询机构每年发布的《中国消 费趋势报告》已成为众多企业决策者案头必备的"战略罗盘"。 即将到来的"十五五"，国家已经为各行各业的企业和品牌锚定了新坐标、指明了新方向。12月6日，知 萌咨询在发布《中国消费趋势十年变迁史》的同时，更发布了以"意义与价值"为核心的《2026中国消费 趋势报告》，其中，2026年十大消费趋势通过详尽的消费趋势洞察、市场实践案例为未来消费市场的创 新发展，点亮了一盏穿越新消费周期的灯塔。 基于持续的消费研究和趋势洞察，知萌咨询机构创始人兼CEO ...

Core Insights - The article discusses the recent emphasis on cultural export, highlighting three key "forces" that contribute to its success: the industry's "hard power," cultural "confidence," and users' "empathy" [2] Group 1 - The first force is the industry's "hard power," which refers to the tangible capabilities and resources that enable successful cultural export [2] - The second force is cultural "confidence," indicating a strong belief in the value and appeal of the culture being exported [2] - The third force is users' "empathy," which reflects the ability of audiences to connect with and relate to the cultural products being offered [2]