今年8月，安慕希围绕着品牌代言人白鹿推出了一次常规的物码营销活动，用户在活动期内购买指定包装产品、开箱扫码参与抽奖，就有机会抽中一款约 10 克足金制成的白鹿黄金海报。 然而，时隔四个月后，这个常规的物码营销玩法却在互联网上激发了热烈的讨论。原来，一位非白鹿粉丝的中奖者，选择将这张海报送去金店回收，金店 老板为了合理估价，将海报中的金箔抽出并现场融成了金豆，同时把整个过程记录成视频发布到社交平台，顺便宣传一下金店的融金手艺。 这个非常简单的记录视频，立刻引发了许多网友的讨论。有网友指出，这款海报在粉丝圈里可以卖到三万乃至五六万的高价，总而言之这并非一件普通的 黄金制品，而是一件具备情感绑定、象征意义和稀缺属性的收藏物，其二级市场价值远高于金价本身。 而更广泛的大众舆论则坚持另一套判断标准：黄金就是黄金，熔掉并无不妥，情绪无法折现。一张物质属性明确的金属制品，在短时间内被赋予了两套几 乎无法调和的价值体系。 而这场争论，折射出品牌营销生态的哪些变化？品牌营销人又可以从中得到哪些启示？ 物码营销的传统逻辑， 已经无法完整解释这次事件 在传统快消营销的视角下，物码营销已经是一套经历多轮迭代、高度成熟的品牌打法。一方 ...

最近很多人跟我说，茅台完了，年轻人不喝白酒了。 我觉得这话说错了。 不是年轻人不喝白酒。 是年轻人不需要喝白酒了。 你品品这两句话的区别。 "不喝"是口味问题。 "不需要喝"是场景问题。 茅台从来不是拿来"喝"的。 茅台是拿来"办事"的。 送礼、请客、求人。 一瓶茅台递过去，什么都不用说，对方就知道你是来干嘛的。 这玩意儿本质上不是酒，是社交货币，是人情硬通货。 现在跌破1499，不是酒不好喝了。 是需要用茅台办的事儿，变少了。我给你算一笔账。 什么人喝茅台？ 不是爱喝酒的人。 爱喝酒的人喝二锅头就很快乐。 喝茅台的人，是要请客的人。 房地产火的时候，地产商请领导喝酒，请银行喝酒，请承包商喝酒。一顿饭，茅台三瓶起。 投资火的时候，创业公司请投资人喝酒，投资人请LP喝酒。一顿饭，茅台管够。 那时候茅台什么价？ 3100。 有价无市。 黄牛加500都买不到。 现在呢？ 房地产凉了，地产商自己都快躺平了，哪有钱请客。 投资冷了，创业公司自己都活不下去，谁还请投资人吃饭。 你仔细想想，茅台的需求量，本质上跟"求人办事"的场景数量正相关。 场景多，需求旺，价格涨。 场景少，需求弱，价格跌。 就这么简单。 你可能会问，那 ...

东京烘焙职业人原创《中国烘焙匠人店》系列已开启。来 # 听创始人说，说他们精彩的创业故事。 我们希望能够从创始人、主理人的经历中，去记录、去观察、去思考开店这件不容易的事情，我们 相信，这是一种值得探索的事。 【独家采访 · 第 197 家】 在苏州十全街，一家欧式装修的面包店门口常年排着队，年轻、时尚，活力四射，如果不是墙面上 大大的写着：SINCE 1922，绝对没有人能把这家店与"传统"连在一起。 这家名为 「嘿啰面包」 的店，从一段民国的面包叫卖声穿越百年，被一位爱刷小红书的 主理人橙 橙 ，做成了苏州年轻人追捧的"新时代"面包店。 "嘿啰面包"四个字背后，藏着一个跨越世纪的家族故事。 橙橙的家人祖辈，曾在苏州最早的广州食品厂工作。这家成立于1922年的食品厂，在观前街一带颇 有盛名。 "当时厂里最出名的面包就叫嘿啰面包。"橙橙解释道，"卖面包的人背着一个篓子，沿街叫卖'嘿啰~ 面包'。" 这句充满年代感的叫卖声，成为品牌名的来源。 2023年，橙橙决定将这个家族记忆重新激活。为了证明品牌历史的真实性，她翻出了爷爷的退休 证、老照片、工作围裙等物件，甚至找到了苏州地方志上的相关记载。 "很多人以为我们 ...

你一定也发现了，2025年吸引最多关注的"顶流"很多并非人类。无论是丑萌的社交硬通货LABUBU、会"发疯"的雪王，还是越贵越火爆的黄金，都凭借 极致的特质脱颖而出，带着对纯粹与叛逆的渴望，或是对压力与不确定的反抗，成为当代年轻人精神世界的鲜明注脚。 LABUBU 丑萌的"硬通货" 2025年，长着獠牙的精灵LABUBU彻底完成了从"玩具"到"社交货币"的阶层跃升。从去年至今，它有过很多出圈时刻：BLACKPINK女团成员与它合照； 泰国公主把它挂在爱马仕皮包上；贝克汉姆也晒出女儿送的LABUBU挂件。2025年6月的一场拍卖会上，初代藏品级薄荷色LABUBU以108万元的价格成 交，其母公司泡泡玛特的股价随之创下历史新高。如今，一只热门款LABUBU在二手市场的价格，足以让不懂行的局外人瞠目结舌。 它的持续走红，验证了当代年轻人审美的一场"叛逆"。它那点儿坏坏的甚至带点疯狂的小表情，精准击中了人们想"发疯"的内心。 "喜洋洋"与"乐融融" 贝克汉姆晒LABUBU。（图/社交媒体截图） 皮囊是萌物，内胆是高手 第十五届全国运动会吉祥物"喜洋洋"与"乐融融"在年末一跃成为2025年的顶流，其原型为中华白海豚。它 ...

高端白酒价格的持续下跌是今年备受关注的现象，伴随库存积压、价格倒挂现象的加剧，关于消费断代与场景 变迁的讨论也始终持续。 公司内部可能存在经营节奏的变化和管理层变化对渠道信心的变化。但这些都是短期现象，我们要观察长期， 还是要 基于产品的品质、矩阵和品牌等核心竞争力 。 目前来看，能够提供确定性判断的是，高端白酒本身的格局没有大变化，品质和产品结构也可观察。今年公司 面对较大的外部需求冲击，但仍存偏刚性的收入增长考核，于是出现了渠道结构失衡和淡季供求失衡的情况。 但从长期看，平台低价产品的量是有限的，强大的品牌力，会让这部分产品很快被更多消费者消化。 当然，我们并不能断言当前价格就是本轮周期的最低价，这取决于明年需求端的变化、公司供给侧的增长考核 目标，以及产品结构中的增量品种等，这是由多维度共同决定的，所以判断短期价格的难度比较大。 但目前进入经销商开始亏损的阶段，产业整体价值链在收缩，其他白酒出现普遍性亏损，类似其他周期品全行 业现金流成本开始亏损、甚至最龙头的企业现金流也开始亏损。头部白酒公司生存能力足够强，不会亏损，但 产业链出现亏损时，他们也会有库存出清的阶段。 处于这样的周期调整阶段，我们可以观察 ...

"我抢到了朱迪的联名咖啡""我集了全套奶茶包装"……电影《疯狂动物城2》热映，带动联名产品热 销，12月6日，国贸一电影院入口处，三五个高中生正带着他们收集的电影周边产品与影院内的海报合 影。 粉丝经济大行其道，热门IP推出的联名产品越来越常见，其中咖啡、茶饮、食品更是常客。当随套餐赠 送的联名徽章、贴纸、冰箱贴，甚至塑料杯、纸袋都被罩上"社交货币"的光环后，许多中小学生为了跟 风追逐联名产品而过度消费，甚至出现"买8杯饮料扔6杯""买10个汉堡全家人都吃不完"等情况。 瑞幸官方发布的《疯狂动物城2》联名产品。 现象 为得联名产品咖啡"直接冲4杯" 11月17日早上7点，位于丰台区宋家庄的一家瑞幸咖啡刚刚开门，不少孩子就涌了进来。"上新联名咖啡 的第一天，货全，赶在上课前先来抢。"在附近中学就读的李雯（化名）说。 记者眼前，咖啡店的广告屏和海报已经换成了《疯狂动物城2》的联名设计，印有电影主人公朱迪、尼 克等形象的塑料杯、杯套和手提纸袋，也整齐罗列在柜台前。"我喜欢那个有'闪电'和'豹警官'的纸 袋""朱迪和尼克的PP杯（即塑料杯）都好好看"……不到20平方米的门店内，六七名穿着校服的中小学 生你一言我一语， ...

Core Insights - The phenomenon of high-priced mobile phone accessories, particularly phone cases, has become a trend among young consumers, with some items selling out within half an hour of release [1][3] - The mobile phone case industry is experiencing significant profitability, with a high repurchase rate and a much shorter replacement cycle compared to mobile phones [2][5] - The perception of mobile phone accessories has shifted from mere utility to a form of social currency, with young consumers increasingly viewing them as collectible items [5][6] Group 1: Market Trends - Young consumers are increasingly willing to spend on high-end mobile accessories, with brands like CASETiFY and popsockets seeing strong demand [1][3] - The average replacement cycle for phone cases is 4.3 months, while the average cycle for changing phones is about 15 months, indicating a trend towards more frequent purchases of accessories [2][5] - The sales of mobile accessories on platforms like Douyin have surged, with mobile decorations seeing a growth rate of over 200% [4] Group 2: Consumer Behavior - A significant portion of young consumers (83%) report that they apply a screen protector and case before using their phones, with 26% owning more than ten cases [5] - The aesthetic appeal of mobile accessories has become a key factor in purchasing decisions, with many consumers changing cases based on seasons or personal style [5][6] - High-end accessories are perceived to have better resale value, with CASETiFY products often selling for 80-150 yuan on second-hand platforms, enhancing their appeal [5][6] Group 3: Industry Challenges - The rise of counterfeit products poses a threat to high-end mobile accessory brands, with imitations available at significantly lower prices [6] - Quality control issues have been reported, with some consumers expressing dissatisfaction with the durability of expensive cases [6] - The sustainability of the high-end accessory market is questioned, as trends may shift and consumer interest could wane if brands do not maintain quality and innovation [6][7]

Core Viewpoint - The article discusses the significant decline in the price of Moutai liquor during the "Double Eleven" shopping festival, highlighting the impact of e-commerce subsidies and changing consumer behavior on the high-end liquor market [4][10][11]. Price Trends - Moutai's wholesale price has been decreasing rapidly, with the price dropping from 1730 RMB per bottle on October 23 to around 1640 RMB by November 6 [11]. - The retail price on various platforms has also seen a decline, with some prices reaching as low as 1499 RMB, which is below the psychological threshold for consumers [4][11]. Market Performance - The liquor sector has been labeled as "old and declining," with Moutai being a significant player that has struggled to maintain market confidence, evidenced by a four-year decline since its peak in 2021 [7][9]. - The overall performance of the liquor sector has been poor, with Moutai's revenue growth slowing to nearly zero, achieving only a 0.35% increase in total revenue year-on-year for Q3 2025 [35]. Consumer Behavior Changes - The article notes a shift in consumer behavior, particularly among younger generations who are less inclined to engage in traditional social drinking scenarios, which has contributed to the decline in high-end liquor sales [18][23]. - The perception of Moutai as a "social currency" is diminishing, as economic growth is increasingly driven by technology and innovation rather than real estate [16][17]. Channel Strategy Adjustments - Moutai has been focusing on direct sales channels, which saw a significant increase in revenue, reaching 223.74 billion RMB in 2023, up 88.29% from the previous year [28]. - However, the company is now balancing its direct sales and wholesale channels, with a notable increase in the number of domestic distributors, indicating a strategic shift to stabilize the market [29][33]. Recent Developments - Moutai announced a share buyback plan of 15 to 30 billion RMB and a mid-term dividend of 300.01 billion RMB, which is expected to enhance shareholder value [42][43]. - The company is undergoing leadership changes, with a new chairman expected to bring fresh strategies to navigate the current market challenges [40][46].

Core Insights - The article discusses the emerging trend of collecting milk tea bags, highlighting their cultural significance and the unique market dynamics surrounding them [1][5][9] Group 1: Market Dynamics - The pricing of milk tea bags follows a distinct market logic, with ordinary bags priced at 1-3 yuan, while limited edition and co-branded bags can range from 10 to 50 yuan, with some rare designs fetching over 100 yuan [5] - The new-style tea beverage market is projected to reach a scale of 354.72 billion yuan by 2024, with expectations to exceed 400 billion yuan by 2028, indicating significant growth potential in this sector [14] Group 2: Cultural and Social Aspects - Collectors view milk tea bags as valuable items that represent the growth history of brands, with some individuals amassing collections worth hundreds of yuan [7] - The act of collecting milk tea bags serves as a "social currency," helping young people establish group identities through shared consumption experiences [9] Group 3: Emotional and Creative Expression - The collection of milk tea bags is seen as a way to anchor emotions, providing a sense of ritual and emotional release for young consumers [9] - The trend of repurposing milk tea bags into creative projects, such as storage boxes and fashion items, reflects a growing interest in sustainability and creativity among consumers [14] Group 4: Marketing Strategies - Brands utilize limited packaging to enhance user recognition and create a sense of scarcity, which in turn fosters a culture of collecting [5] - The marketing strategies employed by tea brands effectively transform the perceived value of products into consumer motivation, leading to increased sales [14]

Core Insights - The recent surge in consumer interest in gold, particularly for the brand Laopu Gold, reflects a shift in market trends and consumer behavior towards local brands and unique craftsmanship [9][10]. Brand Appeal - Laopu Gold, established in 2009, is recognized for promoting the "ancient method gold" concept, akin to luxury brands, and has gained significant emotional value among consumers [1]. - The brand is perceived as the "Hermès of gold," attracting consumers who appreciate its strong brand allure and the expectation of annual price increases [1]. Craftsmanship - Laopu Gold is distinguished by its exquisite craftsmanship, having pioneered the use of pure gold as a base for diamond inlays in 2019 and developed "golden blue" products using traditional techniques in 2022 [3]. Pricing Strategy - The recent opening of a new store offered a 10% discount and a complete product range, with expectations of a price increase on October 26, creating a strong incentive for consumers to purchase before the price hike [5]. Changing Consumer Mindset - The perception of gold has evolved from merely a means of value preservation to a form of emotional expression and personal identity, with consumers associating gold jewelry with unique taste and familial love [7]. Market Trends - The long queues outside Laopu Gold stores symbolize a broader trend of rising local brand popularity and diversified consumer demand for gold jewelry [9]. - Gold is increasingly viewed as a "social currency" among younger consumers, who share their purchases on social media platforms, enhancing the brand's social attributes [10][12]. Investment and Consumption Duality - The dual nature of gold as both an investment and a consumable aligns with the financial sensibilities of younger consumers, who seek quality without excessive luxury premiums [14]. - Consumers express satisfaction in purchasing gold as it provides immediate enjoyment while also serving as a stable investment, with one customer noting that gold never depreciates [14]. Cultural Confidence - The rise of Laopu Gold reflects a growing cultural confidence, as its "ancient method" craftsmanship resonates with younger generations' renewed appreciation for traditional culture [16][17]. - Many consumers feel a sense of mission in supporting intangible cultural heritage through their purchases, recognizing the high aesthetic value of traditional craftsmanship [17]. Future Outlook - The ongoing trend of national pride and evolving consumer attitudes suggests that the gold market will continue to develop, potentially integrating innovative technologies like AR in future retail experiences [19].