转自：北京日报客户端 当"首店"成了年轻人的打卡地，当"首演""首秀"刷屏朋友圈，以"首次"为标志的经济形态到底魅力何 在？在扩大内需和提振消费成为我国经济工作主线的当下，首发经济又是怎样切合了消费者心理，进而 成了提振消费的新兴力量？ 成功的首发经济，能带来多维度的联动效应，实现多方共赢：企业通过差异化产品获得增长，城市商圈 通过新业态聚集人气，消费者则获得了更丰富的选择。从宏观视角看，这正是在一步步优化供给结构， 让生产更精准地匹配需求，促进供需在更高水平上实现动态平衡。 中央经济工作会议提到，我国经济存在"供强需弱"的矛盾，体现在：对企业来说，同质化产品多了，导 致"内卷式"竞争；对消费者来说，市场上缺少合心意的产品和服务，导致"持币待购"。这个时候首发经 济要做的，就是唤醒这部分市场潜力，让"未被满足的需求"转化成实际的购买行为。所以，首发经济不 能只看到眼下的一时新奇、一阵风潮，而是要做到"有的放矢、百花齐放"的精准创新，通过细分人群与 市场，真正对齐新需求，创造优质新供给。目前，已有三条路径得到成功验证。 其一，以科技创新，将想象变为现实，满足前瞻性消费需求。"以前总觉得这些高科技离生活很远，但 ...

Group 1 - Beijing Huaten Group collaborates with the 1999 version of "Journey to the West" to create themed restaurants and launch themed set meals and blind boxes across various brands [1][2] - The collaboration is a continuation of the "Wuhua Tianbao · Journey to the West Feast" creative food market from the September service trade fair, aiming to attract younger consumers through immersive experiences [1] - The initiative includes a nostalgic element where consumers purchasing any themed set meal receive a random "Journey to the West Treasure Card" featuring characters like Sun Wukong and Pigsy, enhancing engagement through interactive zones [2] Group 2 - The partnership aims to establish emotional connections with younger consumers by leveraging a beloved animation IP, moving beyond traditional dining to create comprehensive consumption scenarios [2] - The strategy includes themed stores, limited-edition merchandise, and interactive experiences, transforming dining into a social sharing opportunity and refreshing the brand image of traditional restaurants in the digital age [2]

Core Viewpoint - McDonald's Q2 financial results indicate a recovery in sales driven by collaborations with pop culture and affordable meal strategies, effectively alleviating consumer economic anxiety [1] Group 1: Financial Performance - Q2 revenue increased by 5% year-over-year to $6.84 billion, surpassing analyst expectations of nearly $6.7 billion [1] - Adjusted earnings per share for Q2 were $3.19, exceeding the average analyst forecast of $3.14 [1] - Global same-store sales rose by 3.8% year-over-year, outperforming Bloomberg's analyst average expectations [1] Group 2: Market Performance - The international market led growth, while the U.S. market saw a same-store sales increase of 2.5%, reversing a 0.7% decline from the previous year [1] - CEO Chris Kempczinski attributed the performance to attractive pricing, effective marketing, and menu innovation [1] Group 3: Strategic Initiatives - In Q2, McDonald's launched several initiatives to attract customers, including themed meals tied to the release of the "Minecraft" movie and limited-time Squishmallows toy collaborations [2] - The company introduced new chicken strip items in the U.S. and offered $5 meal deals to appeal to price-sensitive consumers [2] - Starting in September, McDonald's plans to test new beverages, including cold brew coffee and specialty sodas, in over 500 U.S. locations [3] Group 4: Stock Performance - Following the earnings report, McDonald's stock rose by 3.9% in pre-market trading [3] - Year-to-date, the stock has increased by 3.1%, lagging behind the S&P 500's 7.1% gain during the same period [3]