随着全球环境不确定性增强与数字生态的持续演变，全球Z世代正在加速转向灵活且低负担的"轻社 交"。这不仅是一种行为模式的调整，更是年轻一代在复杂环境中形成的适应性策略。 这一趋势将影响全球数字服务格局，推动社交和游戏产品向轻量化迭代，并对未来数字生态构建带来重 要启示。 全球Z世代社交方式的三种转变 一是在关系层面，社交模块化特征更加突出。 Z世代的社交重心正逐渐从构建与维护稳定的泛化友谊网络，转向根据不同场景和即时需求，精准匹配 轻量、灵活且服务于单一目标的社交零件。由新京报贝壳财经与商务部消费大数据实验室于2025年7月 发布的《2025年轻人生活方式报告》指出，小红书等社交平台上自2023年起出现"搭子文化"，并发展为 一种典型的社交零件，六成以上的年轻人会在工作环境中发展"饭搭子"，58%的人通过线下活动寻找临 时伙伴。这表明一种基于特定功能、情感负担弱的社交模式正逐渐成为常态。 根据市场调研公司GWI与《金融时报》合作推出的《2025年社交媒体报告》显示，与2014年相比，以维 系友谊或结识新朋友为目的使用社交媒体的用户比例下降超过25%，进一步支持Z世代的社交动机在持 续弱化的趋势。 二是在内容层面 ...

三是在互动层面，社交游戏化正塑造社交连接方式。 以法国社交平台BeReal、Zenly为例，通过每日限时自拍挑战、出行距离排行榜与勋章奖励系统等方式，将 真实分享转化为具有规则性的互动任务，为社交活动增添游戏属性。更进一步的是，游戏本身已演变为轻 量化的社交场域，如《Roblox》以游戏为表达形式，凭借低门槛的互动设计，使"一起玩"取代传统的"先加 好友，再一起玩"，成为建立社交关系的起点。这种以共同体验为核心的瞬时连接模式，既契合Z世代对低 负担社交的内在需求，也标志着社交与娱乐边界趋于消融。 霍浩華 腾讯研究院研究员 随着全球环境不确定性增强与数字生态的持续演变，全球Z世代正在加速转向灵活且低负担的"轻社交"。这 不仅是一种行为模式的调整，更是年轻一代在复杂环境中形成的适应性策略。 这一趋势将影响全球数字服务格局，推动社交和游戏产品向轻量化迭代，并对未来数字生态构建带来重要 启示。 全球Z世代社交方式的三种转变 一是在关系层面，社交模块化特征更加突出。 Z世代的社交重心正逐渐从构建与维护稳定的泛化友谊网络，转向根据不同场景和即时需求，精准匹配轻 量、灵活且服务于单一目标的社交零件。由新京报贝壳财经与商务部 ...

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]