不知不觉间，一种普遍的"钱紧"感正在我们周围蔓延。不再是某个行业、某个阶层的个别现象，而像一场无声的细雨，渗透到了社会经济的各个角落。2025 年，我们或许正站在一个被称为"缺钱时代"的入口。这种"缺钱"，并非指绝对的贫困，而是一种普遍性的 的复合状态。以下五个日益显现的信号，正在为我们揭示这一趋势。 信号一：消费"K型分化"加剧，中间消费层塌陷 信号三：现金流为王，"隐形穷人"增多 观察当下的消费市场，会发现一个鲜明的"K型"结构。 一端是高性价比与极致节俭的繁荣：拼多多、 Temu等平价电商平台用户量与交易额持续攀升；临期食品店、二手闲置平台、社区团购成为许多人的日常选 择；"不是XX买不起，而是XX更有性价比"成为流行口号。人们在不遗余力地寻找每一分钱的最高价值。 另一端是奢侈品与高端体验的坚挺：顶级奢侈品、豪车、高端旅游依然有其稳定的客群。这部分人受经济波动影响较小，消费行为变化不大。 而曾经作为消费中流砥柱的"中间地带"正在快速塌陷。轻奢品牌、常规的中高档餐厅、非必要的品牌服饰等消费大幅下滑。人们要么选择满足基本需求的实 惠商品，要么为极致的品牌价值或体验买单，中间档位的"可花可不花"的钱，最先被省 ...

Core Insights - The article discusses the emergence of a "money shortage era" in China, characterized by a significant increase in money supply alongside a lack of liquidity among businesses, government, and consumers [1][3]. Economic Indicators - As of July 2025, China's broad money supply (M2) reached 329.94 trillion yuan, reflecting an 8.8% year-on-year growth, which is double the GDP [1]. - Despite the increase in M2, there is a prevailing sentiment of insufficient funds across various sectors, indicating a disconnect between money supply and actual economic activity [3]. Consumer Behavior Changes - There is a notable shift in consumer preferences towards cheaper cigarettes, with low-priced options becoming popular while high-end brands see declining sales due to reduced disposable income [5]. - Foot traffic in shopping malls has decreased significantly, leading to many physical stores struggling to survive, while online shopping is preferred for its cost-effectiveness and convenience [7]. - Consumers are increasingly opting for low-priced vegetables, with high-priced options seeing reduced demand as income growth stagnates [9]. - The trend of replacing household appliances has slowed, with consumers choosing to keep appliances until they break, prompting retailers to engage in price wars to stimulate demand [11]. - The second-hand market is gaining traction, with consumers purchasing used goods across various categories, including electronics and vehicles, as a cost-saving measure [13].

Core Insights - The article highlights a significant shift in consumer behavior due to economic pressures, leading to a focus on practicality and value rather than luxury and brand prestige [1][4][6] Group 1: Changes in Consumer Behavior - The cigarette market has experienced a major shift, with consumers moving from premium brands to more affordable options like Hongta Mountain and Baisha, reflecting a change in social and economic conditions [1][4] - There is a noticeable decline in foot traffic in physical stores, as consumers prefer online shopping for its lower prices and convenience, indicating a shift in shopping habits [4][6] - The demand for basic, affordable food items has surged, with consumers prioritizing quantity and value over premium organic products, showcasing a shift towards practicality in food choices [6] Group 2: Attitudes Towards Spending - Consumers are now more focused on the longevity and value of products, leading to extended replacement cycles for durable goods such as electronics and appliances, as they opt to use items until they are no longer functional [6][9] - The second-hand market has gained popularity, with consumers actively seeking out used goods across various categories, including luxury items, indicating a shift towards frugality and resourcefulness [9] - The overall consumer mindset has transitioned from impulsive buying to a more calculated approach, where the value of each purchase is critically assessed, reflecting a broader economic reality [9]