本报讯 （记者李静）火锅市场正迈入高品质与平价化的发展新阶段。呷哺呷哺餐饮管理（中国）控股 有限公司（以下简称"呷哺呷哺集团"）近日宣布将正式开拓全新业务条线，推出自选小火锅品牌"呷哺 牧场"，首家门店将于2025年12月31日正式登陆上海财富广场。"呷哺牧场"聚焦年轻人社交，以"自然甄 选 聚享食光"为核心理念，打造高品质和亲民价格兼具的轻奢型自选小火锅体验，后续还将有两家门店 在春节前陆续进驻上海，完成该品牌的初步市场布局。 图 源：企业供图 在火锅店如雨后春笋般遍地涌现的当下，消费者饮食需求已逐渐转向品质健康与高性价比，"一人 食""轻社交"等高频消费场景需求持续增加。 据记者了解，"呷哺牧场"搭建了"高质价比+强供应链品质保障+广场景适配"的核心竞争力体系。价格层 面，"呷哺牧场"主打高品质、平价化策略，推出2.91元、5.91元、8.91元三档涮菜，肉品9.91元起，单人 消费低至29.82元即可享受锅底任选、调料全含及三十余款时蔬畅吃的超值体验，满足方便快捷、干净 健康的用餐需求。同时，"呷哺牧场"还提供5.91元饮品畅饮，搭配免费开胃小食，上百种高端食材搭配 呷哺呷哺秘制蘸料，提供让消费者安心又 ...

12月30日，记者从公司获悉，呷哺呷哺集团将开拓全新业务条线，推出自选小火锅品牌"呷哺牧场"，首 家门店将于2025年12月31日在上海财富广场开业。据介绍，"呷哺牧场"定位轻奢型自选小火锅，旨在为 年轻人提供高品质与亲民价格兼具的社交火锅体验。春节前还将有两家门店陆续进驻上海，完成该品牌 的初步市场布局。 近年来，消费者饮食需求转向品质健康与高性价比，"一人食""轻社交"等高频消费场景需求持续增加， 这也是呷哺呷哺集团切入自选小火锅细分赛道的一大背景。 据记者了解，"呷哺牧场"搭建了"高质价比+强供应链品质保障+广场景适配"的竞争力体系。价格层面， 该品牌主打高品质、平价化策略，推出2.91元、5.91元、8.91元三档涮菜，肉品9.91元起，单人消费低至 29.82元。同时，"呷哺牧场"还提供5.91元饮品畅饮。模式与场景创新上，自选小火锅采用一人一锅。门 店采用商场店与社区店双布局策略，目前首店最多可容纳60人用餐。 公司方面介绍，"呷哺牧场"首家门店将于12月31日在上海财富广场正式开业，第二家、第三家门店将于 2026年农历新年前进驻上海御桥九六广场和鑫都满天星。上海作为核心消费市场，是公司全国布局 ...

Core Insights - The global Z generation is rapidly shifting towards flexible and low-burden "light socializing" as a behavioral adjustment in response to increasing global uncertainty and the evolution of the digital ecosystem [1] Group 1: Changes in Social Interaction - The social focus of Z generation is moving from building stable friendship networks to modular social interactions that match specific scenarios and immediate needs [2] - Over 60% of young people develop "meal partners" in work environments, and 58% seek temporary partners through offline activities, indicating a trend towards functional and low-emotional-burden social models [2] - The proportion of users using social media to maintain friendships or meet new people has decreased by over 25% since 2014, supporting the trend of weakening social motivations among Z generation [2] Group 2: Content Consumption Trends - The popularity of ephemeral content, such as Instagram Stories, has surged, with daily active users increasing from 150 million in 2017 to 500 million in 2025, and 86.6% of users maintaining daily posting habits [3] - The trend of setting visibility for posts to only three days reflects a shift towards more immediate and less pressured self-expression among young users [3] Group 3: Interaction Dynamics - Social gaming is reshaping social connections, with platforms like BeReal and Zenly incorporating game-like elements into social interactions [4] - Games like Roblox have transformed into lightweight social spaces, where "playing together" replaces traditional methods of forming social relationships, aligning with Z generation's preference for low-burden socializing [4] Group 4: Driving Forces Behind "Light Socializing" - The high global uncertainty index and persistent economic pressures have led Z generation to seek low-energy social interactions as a coping strategy [5] - The long-term exposure to negative information has heightened uncertainty among Z generation, prompting a shift away from high-investment social connections [6][7] - Algorithm-driven content ecosystems have influenced social behavior, with over 10% growth in passive browsing since 2014, leading to a preference for functional and lightweight relationships [8] Group 5: Implications and Recommendations - Technology companies should build diverse ecosystems that cater to global needs while adapting to local cultural differences [9] - Product design should focus on creating low-burden, high-authenticity interactive scenarios to align with the evolving social values of Z generation [9] - Companies should integrate the concept of "sustainable socializing" into their technology frameworks, optimizing algorithms to balance user engagement and diverse content delivery [10]

Core Insights - The global Z generation is shifting towards flexible and low-burden "light socializing" as a response to increasing environmental uncertainties and the evolution of the digital ecosystem [2] - This trend will significantly impact the global digital service landscape, driving social and gaming products towards lightweight iterations and providing important insights for future digital ecosystem construction [2] Group 1: Changes in Social Interaction - In terms of relationships, Z generation is moving from building stable friendship networks to modular social interactions that are flexible and serve specific goals, with over 60% developing "meal buddies" in work environments [4][5] - Content-wise, instantaneous social expressions are becoming mainstream, as evidenced by the growth of Instagram's Stories feature, which has increased daily active users from 150 million in 2017 to 500 million in 2025 [6] - Interaction-wise, social gaming is shaping connection methods, with platforms like BeReal and Zenly introducing game-like elements to social sharing, emphasizing shared experiences over traditional friend connections [7] Group 2: Core Drivers of "Light Socializing" - The macro environment is fostering a demand for low-energy social interactions, as Z generation faces unprecedented social pressures, with the global uncertainty index projected to be over five times higher in 2025 than in 2014 [9] - Cognitive shifts are reconstructing social values, with Z generation prioritizing authenticity and meaningful short-term connections over traditional stable relationships, as highlighted by the 2025 World Happiness Report [10] - Technological advancements are shaping new social behaviors, with over 86% of users acknowledging mindless video scrolling, driven by algorithmic content ecosystems that favor functional and lightweight relationships [11][12] Group 3: Implications and Recommendations - Technology companies should build diverse ecosystems that adapt to global needs, creating products that cater to the social habits and emotional needs of Z generation across different cultural contexts [14] - Product design should focus on the cognitive shift towards low-burden, high-authenticity interactions, integrating emotional value and self-expression into user experiences [14] - Companies should promote algorithmic restructuring to balance user engagement and diverse content delivery, embedding the principle of "AI for good" in social product design [15]

Core Insights - The article discusses the social behaviors and preferences of the post-2005 generation, highlighting their unique approach to blending online and offline interactions, which reflects their identity as "digital natives 2.0" [1][2] Online and Offline Integration - The post-2005 generation exhibits a "full scene coverage" in their choice of platforms, utilizing various apps for socializing, interest exchange, second-hand trading, and focused friendships [2] - Over 30% of respondents use AI tools to assist in information organization and communication optimization, viewing AI as a "tool" rather than a "replacement" [2] - A significant 93% of respondents frequently participate in dining out, 89% engage in outdoor sports, and 81% regularly go shopping, indicating a high level of offline activity [2] - New social relationships such as "commuting buddies" and "study partners" have emerged, allowing for immediate companionship without deep commitments [2] Interest as a Social Core - The classification of relationships is crucial for the post-2005 generation, with half identifying close friends as primary confidants and 45% turning to parents for support [4] - The generation has a more egalitarian relationship with parents, who serve as emotional support and life advisors [4] - Interests are the primary bond in social connections, with 65% of respondents meeting core social circle members through shared interests [4] - Popular social activities include visiting IP stores, volunteering, and participating in interest-based communities, showcasing high engagement levels [4] Social Values and Boundaries - Emotional value is paramount in social needs, with 100% of respondents citing "listening support" as the most critical social requirement [5] - The post-2005 generation values "value exchange" in social interactions, focusing on practical information sharing and problem-solving [5] - Less than 10% of respondents view networking as a primary social goal, emphasizing a belief in natural attraction to quality relationships [6] - "Comfort" is the highest social principle, with 87% prioritizing comfort, honesty, and a sense of security in relationships [6] - There is a heightened awareness of personal boundaries, with over 80% of respondents establishing topic restrictions in conversations, particularly regarding income and privacy [6]

Core Insights - The 113th National Sugar and Wine Products Trade Fair will be held from October 16 to 18, 2025, at the Nanjing International Expo Center, where COFCO Mingzhuanghui will showcase its "Omni-channel Immersive Wine Experience" theme [1] Group 1: Innovative Retail Models - COFCO Mingzhuanghui introduced the "Mingzhuanghui·V Wine Library" instant retail model, which features a "city-level dense layout" strategy by establishing experience stores in key urban areas to address consumer concerns about online wine purchasing [3] - The model integrates major instant retail platforms such as Meituan Flash Purchase, JD Instant Delivery, and Taobao Flash Purchase, providing a full-service experience from online selection to offline tasting and minute-level delivery [3][5] Group 2: Addressing Market Challenges - Traditional wine retail has faced challenges such as low channel efficiency and fragmented consumption scenarios, particularly with the rise of younger consumers demanding "instant access" [5] - The "Mingzhuanghui·V Wine Library" leverages COFCO Group's supply chain advantages and state-owned enterprise credibility to build trust, enhance service efficiency, and address the market gap in high-end wine authenticity and delivery speed [5][11] Group 3: Franchise Support Initiatives - COFCO Mingzhuanghui launched the "Large Platform Franchise Co-creation Plan," which is seen as a response to the "heavy recruitment, light operation" phenomenon in the wine franchise industry [7] - This plan includes "six major supports" covering critical aspects from site selection to opening preparations, and "eight major empowerments" focusing on ongoing operations and profitability enhancement for franchisees [7] Group 4: Product Launch and Consumer Engagement - The company unveiled the "Global Selection" series, featuring the New Zealand Cloudy Bay Sauvignon Blanc, which aligns with current trends in "light socializing" and "slight intoxication" [9] - To enhance audience interaction, the exhibition included various promotional activities, such as content creation incentives on Xiaohongshu and prize draws, effectively increasing brand visibility among end consumers [9] Group 5: Strategic Industry Response - The initiatives at the Autumn Sugar Conference represent a deep response to traditional growth models in the wine industry, aiming to create a new ecosystem that is closer to consumers, more responsive, and mutually beneficial [11] - The exploration of integrating state-owned enterprise supply chain advantages with fragmented market demands presents a viable path for high-quality development during industry fluctuations [11]

Core Insights - The upcoming Mid-Autumn Festival and National Day are driving a shift in consumer behavior, with younger generations prioritizing comfort and quality of life over traditional crowded vacation experiences [1] - New vacation trends such as "staycation," "nearby travel," and "light socializing" are emerging, reflecting a desire for relaxation and quality time with family and friends [1] Consumer Trends - The "healing economy" is gaining traction as more office workers choose to relax at home during the holidays, leading to increased sales of health and wellness products [1][3] - Home cooking has become a significant way for young people to enhance their quality of life, with kitchen appliances like multifunctional electric mixers and electric pancake makers seeing rising demand [5] Outdoor and Camping Gear - Nearby travel is becoming a popular choice, particularly with the rise of camping culture, resulting in increased sales of outdoor gear that emphasizes quality and aesthetics [6] - Products such as sleeping bags and automatic tents designed for autumn conditions have seen significant sales growth, catering to practical and stylish outdoor needs [6][8] IP Collaboration Products - IP collaboration gifts are becoming favored among young consumers for holiday gifting, combining emotional resonance with practicality [10][12] - Products like Disney-themed dinnerware and Crayon Shin-chan snack boxes are designed to evoke nostalgia while meeting everyday needs, making them ideal gifts for friends and family [10][12][13] Company Strategy - JD's Jingxi is leveraging insights into young consumer preferences to create a diverse product matrix that covers home relaxation, nearby travel, and social gifting [15] - The company aims to enhance its support for quality industrial chains and expand product categories to meet a broader range of consumer demands, ensuring a "good quality at a reasonable price" shopping experience [15]

Group 1 - The report identifies five new consumption logics in the catering industry: cost-performance logic, big product logic, pre-made plus on-site logic, multi-engine logic, and light social logic [1][5][10] - The cost-performance logic highlights that Generation Z consumers prioritize high cost-performance and emotional value, leading to trends like the popularity of "leftover blind boxes" [1][12][13] - The big product logic emphasizes that successful big products rely on cost-performance or unique features, fostering consumer loyalty while balancing innovation and tradition [1][20][22] Group 2 - The report indicates that the chain small store model is emerging as a new trend in the industry, characterized by low costs and high efficiency, suitable for fragmented social interactions [2][6] - Key competitive points for the chain small store model include product iteration innovation, supply chain flexibility, investment in store equipment, deep digitalization, and food safety crisis management [2][6][22] - The report reflects a profound transformation in the catering industry regarding consumer demand and operational models, providing directional guidance for industry development [2][6] Group 3 - The report notes that the catering industry is experiencing a significant industrialization and digitalization revolution, with pre-made industrialization becoming a major trend [27][28] - The pre-made industrialization is driven by breakthroughs in commercial efficiency, rising consumer demands for food safety and convenience, and supportive policy incentives [27][28] - The report predicts that the pre-made food market in China will exceed 500 billion yuan in 2024, with a growth rate of over 20% [37] Group 4 - The report highlights the importance of blending public and private domain operations in catering, with public domain traffic including offline natural traffic and online platforms, while private domain traffic focuses on refined operations to enhance customer loyalty [40][41] - The integration of "dine-in + retail" models is noted as a new trend, effectively improving space efficiency and meeting diverse consumer needs [36][34] - The report emphasizes that the catering industry's revenue structure is evolving from a single dine-in model to a dual-driven model of "dine-in + delivery" [34][36]

Core Insights - Momo, once a leading social app, is facing significant challenges as evidenced by its parent company, Zhihu Group, reporting a total revenue of 10.563 billion, a year-on-year decline of 11.99%, and a net profit of only 1.04 billion, down 46.89% [2] - The decline in Momo's performance reflects a broader trend in the stranger social networking sector, where no new giants have emerged to replace it, indicating a shift in user preferences towards "light social" interactions [2][6] Industry Trends - The mobile internet landscape is shifting, with short video and chat applications dominating user engagement; average daily usage time for short videos is 138.4 minutes compared to 68.5 minutes for chat applications [3] - Community social applications have seen a growth rate of 9.2% in monthly usage time, aligning with the rise of platforms like Douyin and Xiaohongshu, which cater to younger users' preferences for low-cost, emotionally rewarding social interactions [5] User Behavior Changes - A survey indicated that 77.4% of young respondents believe "light social" interactions are becoming more common, with 81.9% of those from the post-2000 generation agreeing [5] - Young users are increasingly favoring platforms that allow for interest-based connections over traditional stranger social apps, which focus on quick matching [6][7] Challenges for Stranger Social Apps - Despite the rise of interest-based social products, many have failed to achieve sustainable growth, with examples like Jimo and QQ's interest community shutting down [8][9] - The core issue for stranger social apps lies in their inability to create a rich content environment that fosters genuine interest-based connections, leading to user disengagement [11] Economic Factors - The "loneliness economy" has led to a rise in alternative companionship options, such as pet ownership and AI companionship, which are increasingly preferred by young people over traditional social networking [14][12] - The commercial viability of stranger social apps is under scrutiny, as evidenced by Momo's declining revenue from live streaming services, which fell by 22.6% to 16.1% from 2020 to 2024 [15][17] Commercialization Issues - The monetization strategies of stranger social apps often fail to resonate with users, leading to a lack of willingness to pay for services that do not guarantee quality interactions [18] - The disparity in user expectations based on gender has created a challenging environment for monetization, with many male users feeling exploited in the pursuit of female attention [18][19]