作者｜ 李含章 统筹｜ 黄嘉翔 视觉 | 顾芗 当年轻人不再愿意为买一个书架专门开车去郊区、花上大半天时间，而是拿起手机下单"30分钟送达"时 ——宜家经典的仓储式大店模式，正在中国市场悄然"瘦身"。 2026年1月7日，宜家中国官方公布将关闭包括上海宝山商场、广州番禺商场在内的共七家线下门店。当 我们深入剖析这一决策，会发现此举并非公司对中国市场的退缩和简单的成本削减举措，而是一次面 向"碎片化日常"的主动转身。 宜家转型背后，恰恰是中国消费者逐渐进入一个讲求近距离、即时满足、高性价比的新阶段。昔日那种 以家庭为单元、开车前往远郊大店"一站式采购"的模式，正在被嵌入地铁上盖、社区商圈的"小店触 点"所补充甚至替代。 这不只是一家企业的战略调整，更是整个零售业从"规模导向"转向"精准联结"的缩影。 当商圈边界模糊、消费逻辑重构，宜家宣布关店进行转型升级，即将打开中国零售业未来全渠道融合的 新战场。 宜家关店真相，零售业正在重绘商圈地图 盒马的转型路径同样值得关注。从最初的大店模式到盒马mini，再到更小的盒马邻里，盒马也在探索如 何通过不同规模的业态组合，实现更高效的市场覆盖。 这些案例表明，零售业正告别"一 ...

回溯移动互联网时代，高洪庆总结出消费独角兽的四大成长范式：第一是增长：资本加持，闪电式扩 张，唯GMV论；第二是流量：重度依赖社交媒体与电商平台公域流量；第三是产品："微创新"与快速 迭代，颜值即正义，把产品的颜值做得很高，但很少有颠覆性创新；第四是模式：主要依靠互联网高成 长性赋能传统消费，品牌基本上都是轻资产运营。 在这样的背景下，不少独角兽风光一时，但也要警惕其快速陨落，尤其是一些消费品牌存在重流量轻品 牌、重形象轻产品、缺乏供应链、缺乏核心科技等短板。 新物种崛起：从流量红利到价值深耕 （原标题：百联挚高高洪庆：下一个消费独角兽是谁？丨直击新消费大会） 21世纪经济报道记者朱艺艺 报道 12月17日，大消费行业"年度风向标"级别的会议——21世纪经济报道2025"新消费大会"于上海举办，汇 聚了来自众多消费品牌、知名投资机构、券商以及平台等各领域的上百位嘉宾。 会上，百联挚高资本创始合伙人、CEO高洪庆以《寻找下一个消费独角兽》为题发表了主旨演讲。他开 篇点明核心洞察："当前消费市场正经历深刻的需求重构，研究任何消费现象的起点与终点，都应回归 对消费者本身的洞察。" 消费变局：代际迭代与需求重构 他指 ...

Core Viewpoint - The article discusses the shift in consumer behavior in Japan and East Asia towards extreme cost-effectiveness and practicality, influenced by economic downturns and changing societal values [3][10]. Group 1: Historical Context - The article references the Great Depression in the U.S., where citizens adopted frugal lifestyles, highlighting a historical pattern of economic hardship leading to changes in consumer behavior [3]. - Japan's prolonged economic stagnation, termed the "Lost Decade," has left a lasting impact on its citizens, who have become skeptical of politicians and media, focusing instead on immediate, practical needs [4][10]. Group 2: Consumer Behavior Changes - There is a notable trend of consumers prioritizing cost over luxury, with young people in Japan and Korea opting not to buy homes or cars due to perceived low value [6][10]. - The rise of discount stores, such as the 100-yen shop in Japan, reflects a cultural shift towards valuing affordability, with over 8,900 such stores now operating [7]. Group 3: New Consumption Models - The emergence of new consumption models, such as Meituan's "拼好饭" (Pīn Hǎo Fàn), illustrates a significant change in the food delivery industry, focusing on cost-effective meal options that cater to a large consumer base [12][13]. - The article notes that the demand for high cost-performance products is reshaping various industries, including food and retail, as businesses adapt to meet consumer expectations for value [13][14]. Group 4: Economic Implications - The article suggests that economic downturns historically lead to innovative business models, such as the rise of supermarkets post-Great Depression and the emergence of brands like Uniqlo during Japan's low-consumption era [14].

Group 1: Political Landscape - The election of Sanna Takichi as Japan's first female Prime Minister marks a significant breakthrough in Japanese politics, breaking the glass ceiling in a country known for its gender gap [1][4] - Takichi is a prominent figure within the conservative Liberal Democratic Party (LDP), known for her hardline stance on various issues, including defense and relations with China [4][6] - Her administration is expected to continue the economic policies of former Prime Minister Shinzo Abe, particularly the expansionary fiscal policies known as "Abenomics," which have led to a significant rise in the Nikkei index [4][9] Group 2: Economic Context - Japan's economy shows signs of recovery after decades of stagnation, with average wages projected to rise by 5.46% in the 2025 fiscal year, the highest increase since 1991 [9][11] - Despite these positive indicators, the actual wage growth is not keeping pace with rising living costs, leading to consumer spending challenges [9][11] - The country is facing a "rice shortage" crisis, with citizens queuing for subsidized rice due to rising prices and poor harvests, reflecting broader economic pressures [11][12] Group 3: Social Issues - Japan's aging population and declining birthrate are contributing to labor shortages and economic challenges, with over 29% of the population projected to be over 65 by 2024 [14][15] - The rise of right-wing populism in Japan is linked to increasing anti-immigrant sentiments, as foreign labor becomes essential to address labor shortages [15][16] - The societal impact of economic pressures is evident, with many individuals experiencing financial insecurity and a sense of disconnection, as depicted in popular media [12][20] Group 4: Consumer Trends - The shift towards a "fourth consumption era" in Japan emphasizes shared values and emotional connections over materialism, driven by changing demographics and economic realities [21][24] - Chinese brands entering the Japanese market are advised to adapt to these new consumer preferences by focusing on innovative styles, emotional value, and reasonable pricing [24][27] - Successful examples include the popularity of "Yang Guo Fu" spicy hot pot, which resonates with younger consumers seeking unique dining experiences [27][28]

近年来，年轻人的消费和生活方式发生了一种明显的转向。 我们曾经通过购买来定义自己——买一件新衣服、换一部手机、收藏一个品牌，都像是为身份贴上标 签。但如今，这种"物的叙事"正在悄然改变。 从消费数据看，年轻人更愿意为体验、情绪价值、兴趣付费，而非单纯追求大牌和数量。从行为观察 看，他们更关注"选择什么""如何呈现""为什么要拥有"——消费行为像策展行为。从labubu到alo，从 Trader Joe's到Hyrox。 在社交平台上，他们记录的不只是买了什么，而是如何安排一天；不只是拥有某个物品，而是它如何融 入"我想成为的那个人"的生活。家被布置成展览空间，日常被拆解成可被编辑的片段。小红书式人人都 是买手，人人都在展览自己的导向，也在强化这种从"购买物品"到"策展生活"的转变。 当消费开始转向"意义""体验""情绪价值"，中国是否也进入三浦展所说的"第四消费时代"？"我在策展生 活"，究竟意味着"我在掌控"，还是"我被迫维持一个体面的叙事"？人机圆桌第六期，我们聊策展型消 费。 【文章中AI的回答，并不是AI的原本回答，也不限于某一个AI的回答。我们向多个AI提问，进行了人 工调整。本篇出镜的AI为：de ...

Core Insights - The restaurant industry is facing a significant downturn, with a 67% year-on-year decrease in profits for the accommodation and catering sector in Beijing during the first half of 2025, and hotel profits plummeting by 92.9% [1][3] - Consumer spending habits have shifted, with a focus on value for money rather than dining out for social status, leading to a decline in restaurant patronage [4][9] - Rising food prices have outpaced income growth, with restaurant menu prices increasing by 24% since January 2020, compared to a 5.4% increase in disposable income in the same period [3][4] Group 1: Price Increases and Consumer Sentiment - Consumers express dissatisfaction with rising dining costs, feeling that the value does not match the price, as exemplified by a typical meal costing over 100 yuan [3][4] - The psychological impact of high prices affects even affluent consumers, who are reluctant to pay premium prices for food and drinks [3][4] Group 2: Changing Consumption Philosophy - There is a notable shift in consumer priorities from extravagant dining experiences to practical and cost-effective options, with a growing emphasis on quality and value [4][9] - The pandemic has altered spending habits, leading to increased savings and a focus on essential expenditures, as evidenced by a 12.3% year-on-year increase in household savings in 2025 [4][9] Group 3: Cost Pressures and Quality Concerns - The restaurant industry is under severe cost pressure, with operating costs in Beijing reaching 36.019 billion yuan in the first half of 2025, while revenues have declined significantly [6][8] - Many restaurants are reducing ingredient quality to cut costs, leading to consumer dissatisfaction with food quality [6][8] Group 4: Competition from Delivery Services - The rise of food delivery platforms offering substantial discounts has diminished the appeal of dining in restaurants, with significant investments in subsidies from major players like Taobao and Meituan [6][8] - A report predicts that these subsidies could boost restaurant revenue by 12 percentage points in July 2025, but they also create unsustainable business practices among participating restaurants [6][8] Group 5: Adaptation of High-End Dining - High-end restaurants are adapting by offering affordable options, with over 35% of mid to high-end dining establishments introducing lower-priced menus to attract customers [8][9] - Innovative business models, such as community-based dining and simplified menus, are emerging as successful strategies for survival in the current market [11][15] Group 6: Future Outlook for the Industry - The current challenges may lead to the elimination of weaker businesses, while those focusing on quality and value may thrive [15] - Consumers are still eager for quality food, indicating a potential for recovery if restaurants can meet their expectations for value and quality [15]

Core Viewpoint - The incident at Ulanhad Volcano Scenic Area reflects a growing discontent among young travelers towards "photo-centric travel," indicating a shift in travel preferences and values [3][6][12]. Group 1: Incident Overview - On August 19, a 68-year-old cleaner was assaulted by tourists after he advised them against littering smoke sticks used for photography [4]. - The incident sparked public outrage, leading to calls for strict punishment of the assailants [5]. - The scenic area, known for its Mars-like landscape, has become a hotspot for tourists seeking unique photo opportunities [9][10]. Group 2: Shift in Travel Trends - The rise of "photo-centric travel" emphasizes capturing beautiful images over genuine travel experiences, leading to a superficial approach to tourism [13][15]. - Social media platforms, particularly Xiaohongshu, have fueled this trend by promoting specific photo spots, often at the expense of authentic travel experiences [17][18]. - The phenomenon has resulted in the emergence of numerous "internet celebrity" scenic spots, which prioritize aesthetics over visitor experience [19][20]. Group 3: Decline of Photo-Centric Travel - The decline of photo-centric travel began several years ago, marked by significant events such as the Xiaohongshu filter controversy, which revealed the deceptive nature of curated photo spots [27]. - In 2024, many scenic areas began banning commercial photography, responding to backlash from regular tourists who felt marginalized [29][30]. - This shift has led to a growing critique among young travelers regarding the purpose of travel, questioning whether it should be solely about taking photos [32]. Group 4: Emerging Travel Preferences - An increasing number of young travelers are prioritizing genuine experiences over merely capturing images, seeking meaningful interactions during their trips [33]. - There is a rising nostalgia for platforms that focus on detailed travel narratives rather than just photo opportunities, indicating a desire for richer travel content [34]. - Travelers are not opposed to taking photos but reject the notion of traveling solely for the sake of photography [35]. Group 5: Future Implications - The incident at Ulanhad Volcano Scenic Area serves as a significant marker of changing attitudes towards travel among young people [38]. - The evolution of travel consumption in China is moving towards a more sustainable and considerate approach, aligning with broader societal shifts towards altruism and environmental consciousness [39][40].

Core Viewpoint - The incident at the Ulanhad Volcano Scenic Area reflects a growing discontent among young travelers towards "photo-centric travel," leading to a shift in travel preferences towards more meaningful experiences [5][50]. Group 1: Incident Overview - On August 19, a 68-year-old cleaner was assaulted by multiple tourists after he advised them against littering smoke sticks used for photography [3][4]. - The incident sparked widespread condemnation of the tourists involved, with local authorities promising to punish the assailants [4]. Group 2: Characteristics of Ulanhad Volcano Scenic Area - The Ulanhad Volcano Scenic Area is known for its unique volcanic landscape, resembling the surface of Mars, attracting many visitors for photography [9]. - Tourists often use astronaut costumes and smoke sticks to enhance their "Mars walking" experience, which has led to environmental concerns due to littering [10][11]. Group 3: Shift in Travel Trends - There is a noticeable decline in the popularity of "photo-centric travel," where the primary goal is to capture beautiful images for social media [17][50]. - Young travelers are increasingly critical of the negative impacts of this trend, questioning the true purpose of travel and the environmental consequences of their actions [42][50]. Group 4: Social Media Influence - Social media platforms like Xiaohongshu have played a significant role in promoting "photo-centric travel," leading to the rise of numerous popular scenic spots [25][26]. - However, incidents like the Ulanhad event have prompted discussions about the authenticity of travel experiences and the need for a more meaningful approach [36][41]. Group 5: Future of Travel Preferences - The incident signifies a potential turning point in travel consumption patterns, with a shift towards more sustainable and meaningful travel experiences [51]. - Young travelers are increasingly seeking travel experiences that prioritize environmental consciousness and personal significance over mere photo opportunities [52].

Core Viewpoint - The article discusses the evolution of consumer society in Japan, as analyzed by sociologist Minoru Miura in "The Fourth Consumption Era," highlighting the shift from material wealth to social connections and meaningful consumption [2][10]. Group 1: Four Stages of Consumer Society - The development of Japan's modern consumer society is divided into four stages: 1. First Consumption Era (1912-1941): Characterized by industrialization and consumption limited to the wealthy, focusing on Western lifestyle and goods [4]. 2. Second Consumption Era (1945-1974): Post-war economic growth led to mass consumption, with a focus on essential appliances known as the "three sacred treasures" (TV, washing machine, refrigerator) [4][7]. 3. Third Consumption Era (1975-2004): Transition from quantity to quality in consumption, with an awakening of brand consciousness and a shift towards personalized and differentiated needs [4][7]. 4. Fourth Consumption Era (2005-2034): Emphasis on social connections and meaningful living, moving from materialism to a focus on sustainability and human relationships [5][7]. Group 2: Transition from High Consumption Society to Fourth Consumption Era - The transition from the third to the fourth consumption society is marked by five key characteristics: 1. Shift from individualism to social consciousness, moving from self-interest to altruism [11]. 2. Transition from private ownership to a sharing mindset [11]. 3. Change from brand obsession to a preference for simplicity and leisure [11]. 4. Movement from a focus on Western ideals to a greater appreciation for local and national identity [11]. 5. Realization of the shift from material goods to service-oriented consumption, emphasizing human connections [11]. Group 3: Changing Perspectives on Consumption - As society matures, the demand for material goods diminishes while the desire for fulfilling interpersonal relationships increases, indicating a shift in how consumption is perceived [13]. - Consumption is viewed as a means to enrich life experiences rather than merely a transactional activity, emphasizing the importance of time and relationships over material accumulation [13].

Core Viewpoint - The article discusses the decline of the ice cream brand Zhong Xue Gao, once hailed as the "Hermès of ice cream," highlighting its bankruptcy review announcement and the factors contributing to its struggles in the changing consumer market [2][6]. Group 1: Company Overview - Zhong Xue Gao was founded in 2018, strategically positioning itself in the price range of 10 to 30 yuan, avoiding direct competition with traditional brands while leveraging the appeal of domestic products [18][19]. - The brand initially thrived during the golden era of new consumption, achieving rapid growth and attracting significant investment, with a valuation nearing 4 billion yuan [21][22]. Group 2: Challenges Faced - In 2022, two major events destabilized Zhong Xue Gao: the challenge of high pricing strategies and a public relations crisis stemming from a viral video questioning the safety of its products [23][24]. - The brand's annual growth rate plummeted from over 100% to 50% in 2022 due to the negative impact of these events on consumer trust [25]. Group 3: Attempts at Recovery - In response to its struggles, Zhong Xue Gao launched sub-brands like "Li Da Ju" and "Sa'Saa" to diversify its offerings and target different price segments, but faced stiff competition from established brands [11][15]. - The company also ventured into live-streaming e-commerce as a means to generate revenue and repay debts, with founder Lin Sheng actively participating in sales efforts [12][14]. Group 4: Market Trends - The article notes a significant shift in the Chinese consumer market, with consumers becoming more price-sensitive and less willing to pay a premium for brand stories, leading to a decline in demand for high-priced ice cream [30][31]. - The current ice cream market is characterized by a focus on affordable products, smaller sizes, and health-conscious options, with traditional brands adapting to these trends [31][32].