题图｜AI生成 2025 年，"窝囊消费"这个词，扎了 多少人的心。 省吃俭用买的低配电脑，卡成PPT；精打细算修的旧手机，费用够买台新的……钱没少花，但还是窝窝囊囊地受了很多委屈。 当信息过载，选择泛滥，我们到底该如何花钱，才能不被消费，而是消费生活？ 一份真正有洞察的榜单，必须捕捉到这种变化。 2025年，我们不再只为生存买单，更为情感共振、为生活方式投票、为精神认同充值。 历时数月，「2025向上向新产品榜」终于发布。我们从上百款产品中精选出32款，它们共同回应了一个问题：在今天，我们该如何"向上"生 长，"向新"而行？ 味蕾艺术家 吃饱？那已经是上个时代的需求了。 调研数据显示，生存类支出占比超180%，近九成消费者将饮食作为首要支出，消费结构从"吃饱"转向"吃好"。在食物触手可得的今天，我们与 食物的关系正悄然改变。 体验型消费在食品领域正深度渗透。"吃什么"早已超越饱腹，进阶为一种自我表达和探索世界的方式。比起味道，更重要的也许是好奇心—— 把每一餐当作一场未知领域 的探索，做一个勇敢的味觉探险家。 当 外部世界 充满了 不确定性 ， 使得 消费者转而向内寻求安稳与治愈 。 据行业研报，57.1% ...

新华财经上海11月22日电知名德国运动品牌阿迪达斯21日宣布，携手国内12所知名高校成立大学体育公 社，以运动为桥、赋能年轻世代，引发业界关注。 萧家乐直言："中国不仅是面向全球的体育消费市场，更是全球的生产、研发、设计创意中心之一。这 种多重价值叠加的属性，让中国市场成为了阿迪达斯全球战略中不可或缺的核心板块。" 如何深耕：锚定"Z世代"持续做好场景渗透 从1997年进入中国市场至今，阿迪达斯已在这片土地深耕28年。在全球体育消费格局不断重塑的当下， 中国市场不仅成为了阿迪达斯的"增长引擎"，更成为了其全球研发与创新的核心阵地。 面对"Z世代"崛起带来的消费变革，阿迪达斯大中华区董事总经理萧家乐告诉记者，后续将以"在中国， 为中国，爱中国"为初心，通过精准的市场洞察、深度的本土化运营，助力业绩持续攀升，勾勒品牌清 晰的发展蓝图。 为何深耕：中国市场具有不可替代的价值 根据专业机构测算，2025年中国体育消费市场的规模预计将达2.8万亿元，运动装备市场规模也将达到 6021亿元。 "阿迪达斯对中国市场的坚守与投入，源于对其核心价值的深刻认知——这里既是全球最大的体育消费 市场，更是充满活力的创新沃土。"萧家乐 ...

Core Insights - The article explores Nike's innovative strategies and product developments that contribute to its brand revival and market positioning in China [1]. Group 1: Brand Heritage and Innovation - Phil Knight's journey and the founding of Nike are rooted in a quest for victory, symbolized by the brand's connection to the Greek goddess of victory [2][3]. - At the Shanghai Import Expo, Nike showcased a striking art installation of the "Goddess of Victory," reflecting modern athletic power and its connection to Chinese sports history [5][10]. - The introduction of the Nike Mind series shoes represents a significant innovation, focusing on enhancing the connection between the brain and body through advanced design and technology [15][19]. Group 2: Research and Development - The Nike Mind series is the result of over a decade of research, emphasizing the importance of sensory feedback in athletic performance [12][22]. - Nike's approach to innovation has shifted from merely enhancing physical performance to also addressing cognitive aspects, marking a new frontier in sports equipment [20][22]. - The company has established a dedicated mental science department to explore the intersection of neuroscience and athletic performance, indicating a commitment to pioneering research [21]. Group 3: Product Innovations - Nike's Air technology has evolved beyond footwear to apparel, exemplified by the Air Milano jacket, showcasing the brand's commitment to cross-category innovation [25]. - The "Breaking Four" gear set, designed for elite athletes, highlights Nike's focus on precision and performance optimization in its products [26]. - The integration of lightweight technology into outdoor apparel and the re-engineering of basketball shoes for enhanced performance demonstrate Nike's athlete-centric innovation strategy [28][29]. Group 4: Market Strategy in China - Nike's 45-year journey in China has transformed the market from a simple sales territory to a core engine for global innovation [37][38]. - The establishment of the Nike Sports Research Lab in Shanghai signifies a shift towards localized research and development, tailored to Chinese consumers' needs [39][40]. - The launch of the ICON. Shanghai creative center represents a strategic move to foster local creativity and innovation, further embedding Nike in the Chinese market [41]. Group 5: Future Outlook - Despite challenges, Nike's leadership expresses strong confidence in the recovery of the Chinese market, emphasizing a focus on sports to drive growth [42]. - The ongoing integration of innovation and local insights is expected to yield new products and experiences for consumers, reinforcing Nike's commitment to long-term growth in China [42].

Group 1: Samsung - Samsung showcased its AI Home solutions at the Expo, integrating Bespoke AI, Vision AI, and Galaxy AI to create a comprehensive smart ecosystem covering daily living, entertainment, mobile office, health management, and home security [3][5] - The company plans to apply Galaxy AI to 400 million devices by 2025, emphasizing its commitment to sustainable development through the use of recycled materials and energy optimization [5] Group 2: Dell Technologies - Dell Technologies presented a full-stack IT solution at the Expo, featuring new PowerEdge servers and PowerStore all-flash storage, aimed at enhancing data value for enterprises [8] - The company promotes sustainable practices by implementing innovative cooling solutions and using recyclable materials in its products [8] Group 3: GE Vernova - GE Vernova highlighted its low-carbon energy solutions at the Expo, showcasing products like the LM6000 VELOX gas turbine capable of 100% hydrogen power generation [11] - The company has a gas-fired power generation capacity of approximately 55 million kilowatts in China and aims to support the country's dual carbon goals [11] Group 4: ASICS - ASICS presented its product matrix and cutting-edge technology at the Expo, focusing on integrating sports into daily life with innovative footwear and apparel [14] - The company aims to promote national fitness and health through its products and initiatives [14] Group 5: Olympus - Olympus showcased its medical technology solutions at the Expo, including advanced endoscopic equipment designed to enhance early cancer detection [17] - The company emphasizes patient-centric solutions and aims to drive innovation in the healthcare sector in China [17] Group 6: IKEA - IKEA focused on sustainable practices at the Expo, highlighting its green operations and circular economy initiatives, including a digital service for furniture recycling [20] - The company has engaged in local collaborations to promote environmental protection and sustainable consumption [20] Group 7: GlaxoSmithKline (GSK) - GSK presented its health management approach at the Expo, emphasizing a lifecycle health management model that combines prevention and treatment [22][23] - The company plans to introduce approximately 18 new products and indications in China over the next three years [23] Group 8: Amgen - Amgen showcased innovative therapies for cardiovascular health, bone health, and rare diseases at the Expo, addressing the needs of China's aging population [25] - The company collaborates with local partners to enhance healthcare delivery and innovation in China [25] Group 9: a2 Milk - a2 Milk Company highlighted its strategic partnership with a Chinese company to expand its premium dairy product offerings in China [27] - The company focuses on providing nutritional solutions for families, emphasizing the benefits of A2 protein in its products [27] Group 10: Pigeon - Pigeon presented a range of new products aimed at enhancing parenting experiences at the Expo, showcasing innovations in baby care [30] - The company has established a strong presence in China, focusing on high-quality development in the maternal and infant care sector [30]

Core Insights - The article emphasizes a shift in consumer behavior towards thoughtful consumption, where spending reflects personal values and lifestyle choices rather than mere impulse or necessity [2][3][41] - The concept of "super consumers" is introduced, highlighting the importance of understanding genuine consumer preferences through in-depth conversations with diverse individuals from various industries [7][8][42] Consumer Behavior Trends - Consumers are increasingly overwhelmed by choices due to the influence of AI algorithms, marketing information, and KOL endorsements, leading to a need for curated lists to guide purchasing decisions [5][6] - The article suggests that spending more does not equate to better decision-making, as consumers struggle to determine what is truly "worth it" [6][41] Product Recommendations - A list of recommended products is provided, showcasing items that enhance quality of life and align with the values of modern consumers [9] - Categories include technology products like the DJI Pocket 3 and the iPad Mini 7, which are praised for their practicality and design [10][14][17] - Lifestyle products such as fresh flowers from Yunnan and unique home decor items are highlighted for their emotional value and ability to enhance living spaces [25][27] Emotional and Practical Value - The article stresses that consumers are now prioritizing emotional satisfaction and practical solutions over mere cost-effectiveness, indicating a shift towards "heart price" rather than "cost performance" [26][18] - The importance of community brands and unique experiences is noted, as consumers seek products that resonate with their individual tastes and lifestyles [29][30] Future Consumption Outlook - The core of consumption in 2025 is identified as a reflection of personal lifestyle choices, with a focus on making informed decisions that lead to a more ideal future [41][42] - The article concludes with an invitation to engage with innovative trends and connect with industry leaders at the 2025 F&M Innovation Festival [43]

Core Viewpoint - The article discusses the rising popularity of pickleball in the U.S. and its emerging presence in China, highlighting the sport's unique characteristics and challenges in gaining traction among younger audiences [6][8][18]. Group 1: Popularity and Characteristics of Pickleball - Pickleball was designed to lower the intensity of sports, making it more accessible for beginners and families [11][12]. - Despite its growing popularity, pickleball struggles to gain the same level of recognition as tennis or badminton, often viewed as a lesser sport [11][12]. - In the U.S., the number of pickleball players surged from under 500 million in 2021 to over 5 million in just two years, indicating a rapid increase in interest [18][24]. Group 2: Market Dynamics and Investment - The global pickleball equipment market is projected to grow from $1.61 billion in 2024 to $3.1 billion by 2032, with a compound annual growth rate (CAGR) of 10.3% [24]. - Major sports figures, including LeBron James and Kevin Durant, are investing in pickleball, contributing to its commercialization and professionalization [21][26]. - The U.S. has established a professional league for pickleball, the UPA, which has attracted significant investment and aims to standardize the sport [26]. Group 3: Challenges in China - In China, pickleball is still a niche sport, with limited market penetration and only 4% of Li Ning's revenue coming from emerging sports, including pickleball [27][28]. - The infrastructure for pickleball in China is underdeveloped, with fewer than 100 dedicated courts in Beijing, many of which are repurposed from other sports [31][32]. - The perception of pickleball as a "low-end" sport may hinder its appeal to younger audiences, despite its social and inclusive nature [34][40]. Group 4: Social Aspects and User Engagement - Pickleball is seen as a social sport, allowing for easier communication and interaction among players, which may attract a broader audience [36][39]. - However, retaining players as regular participants remains a challenge, as many find it difficult to establish consistent playing partners [42]. - The sport's appeal to older demographics, particularly retirees, may limit its growth among younger players who are more invested in traditional sports [41][42].

Core Insights - Pickleball is gaining popularity in the U.S. but struggles to achieve the same level of recognition in China, where it is still considered a niche sport [11][17][23] - The sport was originally designed to be less intense, making it more accessible for beginners and older adults, which may contribute to its slower adoption among younger demographics [5][23] - The growth of pickleball in the U.S. has been fueled by celebrity endorsements and the establishment of professional leagues, which has not yet occurred in China [14][15][17] Group 1: Popularity and Market Dynamics - Pickleball has seen a tenfold increase in players in the U.S. over two years, growing from under 5 million to over 50 million [11][12] - The global pickleball equipment market is projected to grow from $1.61 billion in 2024 to $3.1 billion by 2032, with a CAGR of 10.3% [14] - In the U.S., 26,000 tennis courts have been converted to pickleball courts since 2020, indicating a shift in recreational preferences [14] Group 2: Challenges in China - In China, pickleball is still a small market, with only 4% of Li Ning's revenue coming from niche sports, including pickleball [17] - The number of dedicated pickleball courts in Beijing is limited, with fewer than 100 available, most of which are repurposed from other sports facilities [21] - Despite a surge in sales during events like the Tmall 618, pickleball remains a niche sport compared to more established sports like badminton and table tennis [17][21] Group 3: Social Aspects and User Engagement - Pickleball is perceived as a social sport, attracting players of varying skill levels, which may enhance its appeal among casual participants [23][24] - However, the sport faces challenges in retaining players as many find it difficult to establish regular playing partners, limiting long-term engagement [26][27] - The cost of playing pickleball can be perceived as high, particularly in urban areas, which may deter some potential players despite the sport's low entry barriers [27][28]

Core Insights - DESCENTE has appointed young actor Wu Lei as its brand ambassador, launching a campaign themed "With Strength, Move Freely" to inspire sports enthusiasts to advance confidently in their journeys through solid preparation and determination [1][2] - The brand celebrates its 90th anniversary, emphasizing its commitment to "craftsmanship" and innovation in sportswear, aligning with Wu Lei's dedication to exploring diverse roles and pushing boundaries in his acting career [1][2] Company Overview - DESCENTE focuses on the genuine needs of athletes, continuously developing high-performance gear, with a product matrix centered around skiing, triathlon, and golf [2] - The brand's foundation is built on professionalism, while its approach to growth is characterized by a spirit of innovation and meticulous craftsmanship [2] Brand Philosophy - The collaboration with Wu Lei reflects DESCENTE's core belief in "design-driven sports spirit," showcasing the brand's commitment to technological research and craftsmanship [1] - Both DESCENTE and Wu Lei embody a relentless pursuit of excellence, with the brand providing robust support to athletes and enthusiasts through advanced materials and self-developed cutting techniques [1][2]

Core Viewpoint - The article discusses the booming marathon industry in China, highlighting the increasing participation of middle-aged individuals and the evolving nature of marathon events and related businesses [4][5][40]. Industry Growth - The number of marathon events in China has surged from 134 in 2015 to 1,828 in 2019, and further to 749 events in 2024, with total participants reaching 7.05 million [8][10]. - The average number of participants per marathon is approximately 9,400, indicating a significant increase in public interest and engagement in long-distance running [8]. Registration and Participation - Popular marathons now employ a pre-registration and lottery system, with the Shanghai Marathon reporting a registration of 356,589 participants and a low acceptance rate of 7.2%, which may drop to around 3% when considering actual available spots [10][11]. - Charity entries are available at significantly higher fees, with the 2024 Beijing Marathon offering 200 charity spots at 2,000 RMB each, and the 2025 Shanghai Marathon offering 1,000 spots at 5,000 RMB each [14][15]. Equipment and Spending - The marathon culture has led to increased spending on running gear, with various brands offering specialized running shoes ranging from affordable domestic options to high-end international brands [22][23]. - The article notes that the average cost of hiring a personal running coach ranges from 400 to 800 RMB per hour, with packages available for 3,000 to 5,000 RMB for multiple sessions [26]. Social and Psychological Aspects - The marathon serves as a social currency among middle-aged individuals, providing a sense of achievement and control in their lives amidst various pressures [21][40]. - The act of running a marathon is seen as a way for individuals to prove their endurance and capability, especially as they face physical declines with age [41][43]. Industry Implications - The marathon industry has created a complex ecosystem involving registration, gear, coaching, and even personal pacers, contributing to a unique economic model that supports both consumer spending and job creation [39][40].

Core Viewpoint - The salary reduction incident at Peak appears to be escalating, with reports of the company issuing warnings to employees who refuse to accept pay cuts, threatening to withhold salaries if they do not submit reflections by a specified deadline [1][5]. Group 1: Salary Reduction Details - On September 16, news of a company-wide salary reduction spread, with the chairman stating that the cuts were less than 10% and targeted at high-salary employees [1]. - Salary reductions are structured as follows: 10% for employees earning between 5,000-10,000 yuan, 20% for those earning 10,000-20,000 yuan, 30% for salaries above 20,000 yuan, and 50% for office staff at direct sales branches [1]. - Employees reported that there was no formal agreement or communication regarding the salary cuts prior to the announcement, leading to dissatisfaction [1][4]. Group 2: Employee Reactions and Company Response - Employees expressed frustration over the lack of consultation and the abrupt nature of the salary cuts, which were communicated without proper notice or discussion [1][4]. - The chairman claimed that the salary reduction process followed legal procedures and considered employee interests, although some employees noted that the meeting had restrictions on open discussion [4]. - A significant number of posts on social media criticized the company's actions, indicating a growing public relations issue for Peak [6]. Group 3: Financial Context and Future Outlook - Peak has faced declining revenues and profits since its peak years, with significant drops in net profit from 7.78 billion yuan in 2011 to 2.44 billion yuan in 2013 [9]. - The company was privatized in 2016 after its stock price fell over 60%, with a market value of 3 billion yuan at the time [9]. - Despite recent losses in the domestic market, Peak's export business has shown growth, with plans to achieve 10 billion yuan in exports and 20 billion yuan in domestic sales over the next decade [11]. - The company has established a competitive edge in sports equipment through technological advancements and has received positive signals from national policies aimed at boosting the sports industry [11].