你还在投资那些传统的消费巨头，或者靠着过去的经验判断市场吗？ 如果是，你可能正在被一个强大的、正在彻底重塑全球消费格局的力量所抛弃：Z世代（通常指出生于1995年至2009年的一代）。 Z世代不仅是未来的消费主力，他们更是一群拥有全新价值观的消费者。他们的消费不再仅仅是为了**"拥有"，更是为了"体验"、"身份认同"和"精神满 足"**。他们正在抛弃许多旧的品牌，同时以惊人的速度催生出万亿规模的新兴产业。 一、从"拥有"到"体验"：服务经济的黄金时代 Z世代对于物质资产的执念明显低于他们的父辈。他们更愿意为时间、便捷和精神愉悦买单。这正在驱动消费领域从**"商品经济"向"服务经济"**的巨大转 型。 对于投资者而言，理解和提前布局Z世代的消费逻辑，就是抓住了未来十年的**"隐形蓝海"**。 二、从"品牌"到"个性"：圈层消费与"人设"资产 Z世代是互联网原住民，他们热衷于通过消费来构建和展示自己的**"人设"和"圈层身份"。他们对大品牌的忠诚度低，但对垂直、小众、能代表其价值观** 的品牌却极其狂热。 小众文化与国潮： 曾经的小众文化（如二次元、汉服、露营、盲盒）正在快速大众化。他们愿意为个性化设计、文化符号 ...

Core Insights - The current summer season has seen a surge in sales of 3C digital products, driven by government subsidies and promotional activities targeting student consumers [1][3][4] - Retailers have reported significant increases in sales, with some products experiencing stock shortages due to high demand [2][4] Market Performance - Since June, sales of laptops have increased by over 100% month-on-month, while tablet sales have risen by 60%, with 30% of purchases made using government subsidies [3] - Yunnan Suning reported a 150% increase in 3C digital sales compared to the same period last year, with gaming laptops leading the market [4] Consumer Behavior - The Z generation, which accounts for 40% of the retail market, is shifting its purchasing criteria towards practicality and performance rather than brand image or aesthetics [6][9] - Consumers are increasingly focused on product features that meet their specific needs, such as battery life and camera quality, rather than just price [6][7] Technological Trends - The integration of AI technology in 3C digital products has become a standard expectation among consumers, aligning with the preferences of the Z generation [9][11] - Retailers are enhancing customer experience by creating interactive zones for product testing and offering additional perks like free memberships to streaming services [11] Future Outlook - The shift in consumer focus from flashy branding to practical utility signals a more rational market approach, where products that address real needs and provide long-term value will thrive [13]