在人口结构重塑以及需求多元裂变的双重变局状况之下，品牌营销的核心如今正持续地从"触达人"朝着"读懂人"转变。中国式的人口老龄化与消费年轻化彼 此之间形成了共振的态势：在2010年的时候，消费的高峰处于40至50岁这个年龄范围，然而到了2022年度，其已经高高跃升至25至29岁这个圈层。消费理念 显示出具有"务实理性"这种特性与"悦己兴趣"同时并存的情形，消费行为呈现出碎片化以及随机化，品牌认知渐渐向上升级成为"功能-场景-价值"这样的三 维心智。已然难以适配传统的"八大人群"划分，营销洞察要从"千人一面"朝着"一人千面"进行跃迁，对人群开展精细化运营，还要建设多维心智。 为此，报告构建"三位一体"人群体系： 从5A人群以及商品和私域数据出发，去评估人群健康度，进而挖掘增长空间，此为品牌自有人群领域的相关操作。 在美妆、母婴、数码、户外、奢侈品等十多个行业中，有这样一群具有行业特色的人群，他们会将购买场景、品类态度以及内容偏好结合起来，从而绘制出 精准的画像。比如说，在美妆行业里，所聚焦的是那种践行精致主义情绪的人群，母婴行业围绕的是抚育理念能够柔性落地的人群，数码行业则是以兴趣来 主导消费决策的人群。 具有兴 ...

Core Insights - The article discusses how certain industries are thriving despite a general perception of economic downturn, highlighting eight key sectors that present significant business opportunities in a low-desire society [3][4]. Group 1: Key Industries - **Second-Hand Economy**: The second-hand luxury market in Japan, represented by companies like Daikokuya, has seen a surge in revenue. In China, platforms like Hongbulin and Panghu are experiencing similar growth, indicating a shift in consumer spending towards second-hand goods [6][7][8][9]. - **Pet Economy**: With declining birth rates, young people are spending more on pets, leading to significant growth in pet food and healthcare products. Companies like Inaba in Japan and Guobao in China are capitalizing on this trend [11][12][14][15]. - **Adult Care Products**: The adult diaper market in Japan has surpassed $10 billion, indicating a growing demand for adult care products in China, with companies like Kexin poised for growth [16][17][18]. - **Health Food and Beverages**: The rise in health consciousness has led to increased demand for sugar-free beverages and functional drinks, with brands like Dongfang Shuye and Jianchun gaining traction in China [21][22]. - **Beauty Economy**: The demand for beauty products, including collagen supplements and at-home beauty devices, is on the rise, with companies like Jinbo Bio and U like seeing significant sales growth [23][25]. - **Outdoor Recreation**: The outdoor equipment market is booming, with brands like Kailas and Camel experiencing rapid sales growth as consumers seek leisure activities [25][26][27]. - **Emotional Economy**: Products that provide emotional comfort, such as low-alcohol beverages and lifestyle brands, are gaining popularity, reflecting a dual consumer behavior of frugality and indulgence [28][29][30]. - **Convenience Economy**: The demand for convenience foods and smart home appliances is increasing as younger generations spend less time cooking. Brands like Anjijia and Kewotai are seeing steady growth [33][35][36]. Group 2: Market Trends - The article emphasizes that the current economic climate, often viewed as a "winter," presents opportunities for those willing to invest in counter-cyclical sectors [39]. - It suggests that the key to success in a low-desire society is to identify and capitalize on emerging trends and consumer needs, rather than retreating from the market [39].

Core Insights - The article discusses how certain industries are thriving despite a general perception of economic downturn, highlighting eight key sectors that present significant business opportunities in a low-desire society [3][4]. Group 1: Key Industries - **Second-Hand Economy**: The second-hand luxury market in Japan, represented by companies like Daikokuya, has seen a surge in revenue. In China, platforms like Hongbulin and Panghu are experiencing similar growth, indicating a shift in consumer spending towards second-hand goods [6][7][8][9]. - **Pet Economy**: With a decline in birth rates, young consumers are increasingly spending on pets, leading to significant growth in pet food and healthcare products. Companies like Inaba in Japan and Guobao in China are capitalizing on this trend [12][13][15][16]. - **Adult Care Products**: The adult diaper market in Japan has surpassed $10 billion, showcasing the potential of the aging population as a lucrative market segment [17][18][19]. - **Health Food and Beverages**: Changing demographics and rising health awareness have led to the growth of sugar-free beverages and functional foods in both Japan and China, with brands like Suntory and Dongpeng gaining traction [21][22]. - **Beauty and Aesthetic Products**: The demand for beauty products, including collagen supplements and at-home beauty devices, remains strong, indicating that consumers prioritize personal care even in economic downturns [23][24][26]. - **Outdoor Recreation**: Companies in the outdoor equipment sector, such as Snow Peak in Japan and various Chinese brands, are benefiting from increased interest in outdoor activities as a form of stress relief [29][31][32]. - **Convenience Economy**: The rise of frozen foods and smart home appliances reflects a shift towards convenience, with brands like Anjijia and Kewell seeing steady growth as consumers seek time-saving solutions [39][40][42]. - **Lazy Economy**: The trend of reduced cooking time among younger generations has led to a preference for ready-to-eat meals and smart appliances that automate household tasks, indicating a shift in consumer priorities [39][40][42]. Group 2: Market Dynamics - The article emphasizes that even in a low-desire economy, there are significant opportunities for those willing to invest in counter-cyclical sectors. Companies that can identify and act on these opportunities are likely to emerge as winners [44].

Core Insights - The article emphasizes that despite the prevailing narrative of economic hardship, certain industries are thriving and generating substantial profits, particularly in the context of Japan's "lost 30 years" and its implications for various sectors [3]. Group 1: Economic Trends and Opportunities - The concept of a "low-desire society" does not equate to a lack of opportunities, as there are still significant business prospects available [4]. - The article identifies "consumption stratification" and "demand migration" as the largest commercial opportunities in the current market [5]. - As consumers shift away from purchasing homes and luxury goods, money is flowing into the second-hand economy, with notable growth in Japan's second-hand luxury market represented by companies like Daikokuya [6]. - In China, platforms like Hongbulin and Panghu are experiencing significant business growth in the second-hand market [7]. Group 2: Emerging Consumer Trends - The article highlights the rise of the pet economy, noting that while young people may not be having children, they are willing to spend on premium pet products [11]. - Companies like Inaba in Japan and Guobao (Zhongchong) in China are seeing strong stock performance due to the growing demand for pet food and related services [12]. - The adult care market is also expanding, with Japan's adult diaper market surpassing $10 billion, indicating a significant growth potential for similar products in China [16][18]. - Health-conscious food and beverage products are gaining traction, with brands like Suntory and Meiji seeing substantial growth due to changing population demographics and rising health awareness [21]. Group 3: Lifestyle and Emotional Spending - The "beauty economy" is thriving, with products like collagen supplements and home beauty devices achieving significant sales, indicating that consumers prioritize beauty even in challenging economic times [23]. - Outdoor leisure activities are becoming popular, with brands like Snow Peak in Japan and various Chinese outdoor brands experiencing rapid sales growth [25][26]. - The emotional economy is also on the rise, with brands like Labubu and Rio catering to consumers' desires for emotional fulfillment and experiences [28][29]. - The "lazy economy" reflects a trend where younger generations prefer convenience, leading to increased demand for frozen foods and smart home appliances that save time [33][35]. Group 4: Market Resilience and Strategic Insights - The article argues that the current economic climate, often perceived as a "winter," presents opportunities for those willing to invest in counter-cyclical sectors [39]. - Companies that can identify and capitalize on these emerging trends are likely to emerge as winners in the low-desire era, as time-saving solutions may hold more commercial value than cost-saving measures [36].

一、鬼谷子的"千金买马"：从"用赏贵信"到"信赏服务力" 《鬼谷子·摩篇》言："用赏贵信，古之善摩者，如操钩而临深渊，饵而投之必得鱼焉。" 此计核心不在"重金求才"的表面功夫，而在 "以信用为基、以价 值为核的激励艺术——真正的'千金买马'，是用'可信的奖赏'激发人的内在驱动力，让人才、伙伴、用户从'被动接受'转为'主动共创'"。 李羿锋老师将其升维为 "信赏服务力"："传统激励的困境，源于'用金钱量化一切'的功利思维。千金买马的智慧，是跳出'交易式激励'陷阱，用'信赏'构 建'情感-价值'双绑定的服务生态——当你能让激励对象感受到'被看见、被尊重、被成就'，激励便会从'成本支出'升维为'价值投资'。" 他强调，"信赏"需 守三原则： 信用为本（承诺必兑现）、需求为锚（精准匹配诉求）、价值为桥（激励与服务目标对齐），如同钓鱼"饵料对味方能引鱼"，现代企业需 用"信赏服务力"织就"人才向心力网"。 李羿锋金句："信赏服务力的精髓，不是'千金买马'，而是'千金买心'——心来了，千里马自会踏蹄而至。" 2024年快递行业陷入"低价抢单+人才流失"困境（行业年均离职率35%），京东物流却通过"信赏共生"实现人才逆袭： ...

Core Viewpoint - The article emphasizes that despite the prevailing narrative of economic hardship, certain industries are thriving and generating substantial profits, particularly in the context of Japan's "lost 30 years" and the evolving consumer behavior in China [3][4]. Group 1: Economic Shifts and Opportunities - The concept of a "low-desire society" does not equate to a lack of opportunities, as consumer demand is shifting towards different sectors [4]. - The article identifies eight key industries that are capitalizing on changing consumer preferences, highlighting that demand migration presents significant business opportunities [5]. Group 2: Key Industries - **Second-Hand Economy**: The second-hand luxury market in Japan, exemplified by companies like Daikokuya, has seen a dramatic revenue increase. In China, platforms like Hongbulin and Panghu are experiencing similar growth [6][7][8]. - **Pet Economy**: With declining birth rates, spending on pets is rising. Companies like Inaba in Japan and Guobao in China are benefiting from this trend, with various pet brands seeing continuous sales growth [12][13][14][15][16]. - **Adult Care**: The adult diaper market in Japan has surpassed $10 billion, indicating that aging populations can create substantial economic opportunities rather than being a burden [17][18][19]. - **Health Food and Beverages**: Changes in population structure and rising health awareness have led to the growth of sugar-free beverages and functional foods in both Japan and China [21][22]. - **Beauty Economy**: The demand for beauty products, such as collagen supplements and at-home beauty devices, remains strong, indicating that consumers prioritize personal care even in economic downturns [23][24][25][26]. - **Outdoor Recreation**: Companies in the outdoor equipment sector, like Snow Peak in Japan, are thriving as consumers seek leisure activities despite economic constraints [29][30][31]. - **Convenience Economy**: The rise of frozen foods and smart home appliances reflects a shift towards convenience, with brands like Anjijia and Kewotai seeing steady growth [39][40][42]. - **Lazy Economy**: The trend of reduced cooking time among younger generations has led to increased demand for time-saving products, suggesting that time-saving solutions may hold more commercial value than cost-saving ones in a low-desire economy [39][42]. Group 3: Market Sentiment - The article argues against the notion that the current market is in a "cold winter," suggesting that the true winners in a low-desire era are those who can identify and invest in counter-cyclical opportunities [44].

Core Insights - The article discusses how certain industries are thriving despite a general perception of economic downturn, highlighting eight key sectors that present significant business opportunities in a low-desire society [3][4]. Group 1: Key Industries - **Second-Hand Economy**: The second-hand luxury market in Japan, represented by companies like Daikokuya, has seen a surge in revenue. In China, platforms like Hongbulin and Panghu are experiencing similar growth, indicating a shift in consumer spending towards second-hand goods [6][7][8][9]. - **Pet Economy**: With declining birth rates, young people are spending more on pets, leading to significant growth in pet food and healthcare products. Companies like Inaba in Japan and Guobao in China are capitalizing on this trend [11][12][14][15]. - **Adult Care Products**: The adult diaper market in Japan has surpassed $10 billion, indicating a growing demand for adult care products in China, with companies like Kexin showing potential for growth [16][17][18]. - **Health Food and Beverages**: The rise in health consciousness has led to increased demand for sugar-free beverages and functional drinks. Brands like Dongfang Shuye and Jianchun are gaining traction in this sector [21][22]. - **Beauty Economy**: The demand for beauty products, including collagen supplements and at-home beauty devices, is on the rise. Companies like Jinbo Biological are seeing significant market value growth [23][25]. - **Outdoor and Leisure Products**: The outdoor equipment market is thriving, with brands like Kailas and Camel experiencing rapid sales growth, as consumers seek leisure activities despite economic constraints [25][26][27]. - **Emotional Economy**: Brands like Labubu and Rio are tapping into the emotional needs of consumers, providing products that offer comfort and joy, even in a tight economic climate [28][29][30]. - **Convenience Economy**: The demand for convenience products, such as frozen foods and smart home appliances, is increasing as younger generations spend less time cooking. Companies like Anjijia and Kewot are benefiting from this trend [33][35][36]. Group 2: Market Trends - The article emphasizes that the current economic climate, often viewed as a "winter," presents opportunities for those willing to invest in counter-cyclical sectors. The key to success lies in recognizing and seizing these opportunities [39].

Core Insights - The article discusses how certain industries are thriving despite a general perception of economic downturn, highlighting eight key sectors that present significant business opportunities in a low-desire society [3][4]. Group 1: Economic Trends - The concept of a "low-desire society" does not equate to a lack of opportunities, as consumer behavior shifts towards different spending patterns [4]. - The article emphasizes that while people may not be purchasing luxury items or real estate, their money is flowing into alternative markets such as second-hand goods and pet care [6][11]. Group 2: Key Industries - **Second-Hand Economy**: The second-hand luxury market in Japan, represented by companies like Daikokuya, has seen a significant revenue increase, mirroring trends in China with platforms like Hongbulin and Panghu [6][7][8]. - **Pet Economy**: Despite declining birth rates, spending on pets is rising, with brands like Inaba in Japan and Guobao in China experiencing strong sales growth [11][12][13]. - **Adult Care**: The adult diaper market in Japan has surpassed $10 billion, indicating a growing potential for similar products in China [16][17][18]. - **Health Food and Beverages**: The rise in health consciousness has led to increased demand for sugar-free beverages and functional drinks, with brands like Dongpeng and Miao Ke Lan Duo gaining traction [21][22]. - **Beauty and Aesthetics**: The demand for beauty products, including collagen supplements and home beauty devices, remains strong, with companies like Jinbo Bio and U like achieving significant sales [23][25]. - **Outdoor Recreation**: Brands in the outdoor equipment sector, such as Kailas and Camel, are seeing rapid sales growth as consumers seek leisure activities [25][26]. - **Emotional Economy**: Products that provide emotional comfort, such as low-alcohol beverages and novelty items, are gaining popularity, reflecting a dual consumer behavior of frugality and indulgence [28][29][30]. - **Convenience Economy**: The demand for convenience foods and smart home appliances is increasing, as consumers prioritize time-saving solutions over cost [33][35][36]. Group 3: Market Opportunities - The article suggests that the current economic climate presents opportunities for those willing to invest in counter-cyclical sectors, emphasizing the importance of recognizing and acting on these trends [39].

Group 1 - The core viewpoint of the report indicates that the online consumption market is transitioning from "incremental expansion" to a new normal characterized by "stock renewal" and "structural upgrading," with a solid market foundation but significant changes in growth momentum and consumer preferences [1] - The report highlights that rational decision-making, emotional resonance, health prioritization, and efficiency pursuit are the main driving forces in the current market [1] - E-commerce platforms show that growth highlights have shifted from traditional broad categories to emerging tracks driven by specific scenarios, segmented needs, and high-value experiences [1] Group 2 - The "self-care" economy is deepening in personal consumption, with the beauty and skincare market evolving beyond basic functionality to a dual satisfaction of "emotion + efficacy" [2] - The concept of "emotional skincare" is emerging, where brands convey emotional value through storytelling and sensory experiences, while professional skincare products gain high trust due to transparency and efficacy [2] - In the snack market, health has permeated daily consumption, with functional snacks and low-GI foods seeing explosive sales, and snacks also serving as low-threshold emotional regulation tools [2] Group 3 - The family unit remains the core consumption scene, evolving towards smarter, healthier, and more emotionally connected demands [3] - The home appliance industry is transitioning towards green and smart solutions, with strong consumer demand for health management features in products like air conditioners and refrigerators [3] - There is a notable rise in "pet-friendly appliances," reflecting the refined and humanized needs arising from pets being considered family members [3] Group 4 - Outdoor activities are no longer limited to professional adventures but are quickly integrating into urban daily life, with "light outdoor" becoming a mainstream lifestyle [4] - This shift is driving consumption characterized by "lightweight equipment" and "diverse scenarios," with traditional outdoor gear emphasizing convenience and aesthetics for urban commuting and leisure [4] - Consumers are seeking comfortable and convenient gear to easily experience nature and release emotions, leading to a closer integration of outdoor industries with everyday life [4] Group 5 - The report concludes that current opportunities in the online consumption market are deeply rooted in changing consumer perceptions, shifting from ownership to experience, and from price-performance focus to value-based considerations [5] - The essence of consumption is increasingly returning to the concrete construction of a better life, whether for personal health and happiness, creating a comfortable and intelligent home environment, or expanding diverse life experiences [5] - Market participants must deeply understand these subtle yet powerful shifts in demand to innovate products, communicate value, and explore scenarios effectively [5]

Core Insights - The article discusses how certain industries are thriving despite a general perception of economic downturn, highlighting eight key sectors that present significant business opportunities [3][4]. Group 1: Key Industries - **Second-Hand Economy**: The second-hand luxury market in Japan, represented by companies like Daikokuya, has seen a surge in revenue. In China, platforms like Hongbulin and Panghu are experiencing similar growth [6][7][8]. - **Pet Economy**: With a decline in birth rates, spending on pets has increased, with brands like Inaba in Japan and Guobao (Zhongchong) in China seeing strong stock performance [12][13][14]. - **Adult Care**: The adult diaper market in Japan has surpassed $10 billion, indicating that aging populations can drive significant economic opportunities [17][18][19]. - **Health Food and Beverages**: Changes in population structure and rising health awareness have led to the growth of sugar-free products and functional beverages in both Japan and China [21][22]. - **Beauty Economy**: The demand for beauty products, such as collagen supplements and home beauty devices, remains strong, with brands like Weimei and U like achieving significant sales [23][24][25][26]. - **Outdoor Recreation**: Companies in the outdoor equipment sector, like Snow Peak in Japan, are capitalizing on the trend of outdoor activities, with Chinese brands also seeing rapid sales growth [29][31][32]. - **Convenience Economy**: The rise of frozen foods and smart home appliances reflects a shift towards convenience, with brands like Anjijia and Stone achieving steady growth [39][40]. - **Lazy Economy**: The trend of reduced cooking time among younger generations has led to increased demand for time-saving products, emphasizing the value of time over money in a low-desire economy [42][43]. Group 2: Market Trends - The article emphasizes that even in a low-desire society, there are substantial opportunities for those willing to invest in counter-cyclical sectors [44]. - The narrative suggests that the current economic climate should not deter investment but rather encourage a focus on emerging trends and consumer needs [44].