抽纸、卷纸、湿纸、乳霜纸……生活里，纸巾是一种高频消费品。曾经"一卷卫生纸满足全家所 需"，如今"专纸专用"成了日常。"专纸专用"会助长浪费吗？如何看待纸品消费升级与反对浪费的关 系？前段时间，我们在"人民日报评论"微信公众号发起征稿，邀请读者朋友共同探讨这一话题。本期大 家谈，我们选刊3篇来稿，聊一聊对促进消费与反对浪费的思考。——编者 关键是供需适配 北京朝阳区沈晟 吸附力强的厨房纸、具有消毒功能的卫生湿巾、餐桌常备的面巾纸……细数下来，家中使用的纸品 已有七八种。从以前"够用就行"，到现在更注重场景适配，用纸的变化，是生活品质提升的体现，也是 消费升级的映照。 消费升级了，并不意味着浪费多了。比如，以前清理厨房油污，抽纸一张不够用，要叠好几张，也 容易破，弄得手上沾满油污；而如今，质量好的厨房纸，一张就能解决问题，用纸量减少了不说，体验 也得到升级。事实上，消费升级，并非量的堆砌，而在于质的提升，这有利于达到节约资源、减少浪费 的效果；提倡节约，也并非要抑制合理需求、降低生活品质，而是反对无用消耗、铺张浪费。从这个角 度来看，纸品的消费升级与反对浪费，并不矛盾。 让消费升级与反对浪费有机统一，关键是实现 ...

——编 者 关键是供需适配 抽纸、卷纸、湿纸、乳霜纸……生活里，纸巾是一种高频消费品。曾经"一卷卫生纸满足全家所需"，如 今"专纸专用"成了日常。"专纸专用"会助长浪费吗？如何看待纸品消费升级与反对浪费的关系？前段时 间，我们在"人民日报评论"微信公众号发起征稿，邀请读者朋友共同探讨这一话题。本期大家谈，我们 选刊3篇来稿，聊一聊对促进消费与反对浪费的思考。 实际上，节约的反义词从来都是浪费，而不是消费。产品品质更高，更能实现物尽其用之效。就拿乳霜 纸来说，虽然价格比普通纸巾贵，但韧性更足、不易破，还柔软。以前感冒时擦鼻子，要拿两三张纸， 后来用了乳霜纸，一次一张就够，浪费少了，也不用担心鼻子被磨得生疼。 勤俭节约精神永不过时。拒绝铺张浪费，不是要拒绝消费升级，而是要实现物尽其用。如今，市场上出 现"小包纸巾"，正是在提高纸品质量基础上，鼓励节俭用纸，实现减量不减品质。既追求生活品质，也 发扬勤俭节约精神，就能更好实现促进消费与反对浪费的统一。 绿色也是竞争力 湖南长沙市 李 婕 北京朝阳区 沈 晟 吸附力强的厨房纸、具有消毒功能的卫生湿巾、餐桌常备的面巾纸……细数下来，家中使用的纸品已有 七八种。从以前"够 ...

Core Insights - In today's fragmented market, attracting consumers is crucial for winning market share, with brand market position highly correlated to penetration rates [1] - The latest data shows that 28 leading FMCG companies have over 100 million purchasing households in urban China, with a total increase of 2.13 million households year-on-year, averaging a growth rate of 0.8% [1] Group 1: Company Performance - Vinda Group achieved significant growth with an increase of 10.4% in purchasing households [1] - Other companies with notable growth include Wahaha Group, Nongfu Spring, Orion, and Uni-President [1] - The top 28 companies collectively saw an increase in urban purchasing households, with specific companies like Yili and Mengniu showing varied performance in household numbers [2][3] Group 2: Consumer Trends - Chinese consumers are becoming more rational, seeking effective spending while meeting product performance and emotional value [3] - The demand for health-oriented products is rising, with sugar-free tea and 100% juice products gaining popularity [5] - The trend towards fitness and exercise is reflected in the popularity of sports and functional beverages [5] Group 3: Market Dynamics - The market is experiencing a shift towards diversified and personalized retail channels, with significant growth in snack stores and membership stores [6] - The penetration rates for snack stores increased by 7.3 percentage points, while membership stores saw a rise of about 5 percentage points [6] - E-commerce platforms like Douyin are also expanding, with penetration rates increasing by over 5 percentage points [6] Group 4: Downstream Market Expansion - The downward market is becoming a key growth engine for the Chinese economy, with significant sales growth in lower-tier cities [7] - The sales growth in first to sixth-tier cities was 1.8%, with town-level markets experiencing a remarkable growth rate of 4.2% [7] - Companies like Vinda and Wahaha are actively expanding their consumer base in lower-tier markets, with a substantial portion of their new households coming from these areas [7] Group 5: Strategic Insights - Expanding consumer penetration is essential for driving growth in a competitive market [10] - Companies need to deeply understand consumer needs and leverage new consumption scenarios and emerging channel opportunities to achieve sustainable growth [10]

Core Insights - Li Jiaqi has launched a new live-streaming channel called "All Parents' Happy Home," targeting middle-aged and elderly consumers, marking a strategic shift towards the silver economy [2][5][18] - The first live broadcast garnered nearly 1.8 million views, and within two days, the channel attracted over 190,000 followers, indicating strong initial interest [2][9] - This initiative reflects a broader trend in the live-streaming e-commerce industry, which is shifting focus from younger audiences to activating consumers across all age groups [6][26] Group 1: Market Strategy - Li Jiaqi's approach differs from other top streamers like Xiao Yang and Xin Ba, as he aims to leverage his brand value to expand into the silver economy, which is estimated to be worth around 7 trillion yuan [5][18] - The new channel features products specifically curated for older consumers, including clothing, accessories, and health-related items, with significant sales figures reported [11][13] - The live-streaming format is designed to create a familiar and engaging environment for older viewers, utilizing familiar hosts and interactive elements [16][28] Group 2: Industry Trends - The live-streaming e-commerce market in China is projected to reach 4.9 trillion yuan in 2023, but growth rates are slowing, indicating a need for diversification in target demographics [18][21] - The silver economy presents a largely untapped market, with 329 million active users among the elderly, highlighting significant potential for growth in this segment [23][24] - As competition intensifies, the focus is shifting from price to service quality and consumer experience, which could redefine success metrics in the live-streaming e-commerce landscape [26][28]