都说黄金"保值"，买的人却越来越少了。是泡沫终于要破碎了，还是消费者有了新打算？ 黄金协会统计显示，2025年前三季度，黄金首饰消费量降至约270吨，同比下滑32.5%。即便把金条、 金币一并计算在内，黄金整体消费量依然减少了近8%。 耐人寻味的是，就在黄金持续降温的同时，过去常被贴上"不保值"标签的钻石，却因为量产技术成熟、 价格快速下探，迎来了久违的热度。国产高定钻石品牌柘光，单一品牌成交额已突破千万元，线上关注 人数在短时间内增长80万，与金店门可罗雀的场景形成了鲜明对比。 越来越多年轻人把国产钻石，视为结婚首饰的新选项。而专家表示，这一变化并非偶然。 黄金首饰遇冷，核心原因在于价格已经站上高位。 2025年12月，国内主流品牌的足金饰品报价（不含工费）普遍突破1350元/克，相比年初涨幅超过六 成。高价直接"劝退"客流，2025年前9个月，多家上市黄金珠宝企业合计关闭门店超过3300家。 在婚庆这个黄金消费最集中的场景中，压力尤为明显。一套约60克的"五金"，年初花费不到5万元，年 底却逼近8万元。短短几个月，多出来的3万多元，足够来一趟高规格蜜月，或者在河南定制一枚2克拉 以上的钻戒。 因此，不少准 ...

Core Viewpoint - Traditional consumption habits are undergoing profound changes, with consumers becoming increasingly sensitive to brand premiums and seeking value-driven alternatives [4][7]. Group 1: Changing Consumer Behavior - Consumers are moving away from blind brand loyalty and are more focused on practical value, user experience, and long-term satisfaction [11][12]. - The rise of "平替" (affordable alternatives) reflects a shift towards sourcing products directly from manufacturers, bypassing traditional retail markups [5][6]. - The complexity of the external environment, including economic pressures and tariff fluctuations, has led to increased consumer anxiety regarding pricing and a growing interest in domestic brands [7][8]. Group 2: Collective Wisdom in Consumption - A new initiative called "百万之选 BEST100" aims to gather consumer insights to identify the most trusted products through collective contributions [18][28]. - This initiative emphasizes a decentralized and transparent approach to discovering quality products, moving away from traditional marketing-driven recommendations [15][19]. - The project will culminate in two lists: a main list of 100 trusted products and a personalized list based on diverse consumer needs and scenarios [28][29]. Group 3: Engagement and Interaction - The initiative encourages active participation from consumers, allowing them to share their experiences and recommendations, thus creating a living database of trusted products [20][27]. - The platform is designed to break through algorithmic filters, providing a broader range of consumer experiences and insights [19][24]. - The collaborative effort aims to foster a community-driven approach to smart consumption, where every contribution adds value to the collective knowledge [27][32].

Core Viewpoint - The article discusses a shift in consumer behavior towards valuing practical, long-lasting products over trendy or expensive items, reflecting a more conscious approach to consumption [1][4]. Group 1: Consumer Behavior Trends - There is a growing consensus around "long-termism" in consumption, with ideas like "only five pairs of pants are needed" and "50 items for a lifetime" gaining traction [3]. - The concept of the "Fourth Consumption Era" introduced by Japanese sociologist Minoru Miura highlights a change in consumer mindset, moving away from blind pursuit of novelty and status [1]. Group 2: Community Engagement Initiative - The "Post-Wave Research Institute" and "Tide" have launched a campaign called "Best 100," inviting readers to identify and share their most trusted, durable products [4][6]. - The initiative includes a real-time shared document for consumers to nominate reliable items, share their "life repurchase list," and discuss hidden gems and overpriced products [7]. Group 3: Campaign Details - The collection period for nominations runs from May 7 to May 21, with results to be announced on May 28, culminating in a list of 100 classic products recognized for their long-term value [8]. - The campaign aims to promote "smart consumption" as a new lifestyle choice, encouraging consumers to select truly worthwhile items rather than following trends [10].