Core Insights - The rise of the "single economy" is characterized by strong consumer autonomy, high quality demands, and significant emotional value attached to purchases, with over 40% of consumers identifying as "self-pleasing" [1] - The evolution of consumer society is segmented into four eras, with the current "fourth consumption era" starting in 1998, reflecting a shift towards individual and social tendencies [1] Group 1: Emotional Companionship Industry - The pet economy is thriving, with expanding markets in pet food, healthcare, and supplies, providing emotional comfort and companionship for individuals [4] - Virtual social platforms, including gaming, live streaming, and AI chat, serve as important outlets for emotional connection and social enjoyment for singles [4] Group 2: Personalized Consumption Industry - Single-person dining establishments, such as solo hotpot restaurants, create a comfortable dining atmosphere for singles to enjoy food [7] - Customized travel experiences cater to single travelers' interests and schedules, enhancing the uniqueness of their trips [7] - The emergence of single apartments offers independent, private, and comfortable living spaces for single individuals [7] - The self-improvement sector is booming, with vocational education and skill training helping singles enhance their workplace competitiveness [7] Group 3: Experiential Scene - New business models like single cinemas and capsule hotels cleverly transform "loneliness" into a unique selling point, providing distinctive experiences for single consumers [9] - Technological innovations, such as big data analysis and smart home solutions, enhance convenience and lifestyle management for singles [9] - VR social platforms offer immersive interaction experiences, expanding social boundaries for single individuals [9]

据36氪调查数据，职场中不同程度感受到内卷的受访者比例高达96.76%。而潮玩、宠物等情绪消费方 面的"消费升级"，便是Z时代应对压力的方式。在张欢看来，新消费崛起的驱动力，一是主力消费群体 从70、80后转向Z世代，而Z世代成长于经济高速增长期，物质满足带来这一代人更在乎个人感觉即"悦 己"，更愿为情绪价值、个性化体验付费。二是新消费从"品牌溢价"转向"质价比优先"，某种程度上， 年轻消费者表现更理性，既要品质，也要合理价格。在某种程度上也解释了近年来国货的崛起，这些企 业更多的修炼"内功"，展示出不输国际大牌的质量，同时减少在市场营销花费，把实惠给到消费者。同 样的价格，是继续选择国际大牌的入门款，还是质价比更高的国货，现在更多年轻消费者选择了后者。 与传统"商品消费"相比，情绪价值主导的新消费模式有何优势？张欢指出，投资角度看，传统消费与总 量经济高度相关(如衣食住行等基础需求)，面对的是更广泛的人群，不强调个性化，同时增长更依赖于 宏观经济周期。新消费则更多面向细分人群的个性化需求，与宏观经济相关度较低，有可能走出独立的 行情。此外传统消费需要更关注供给侧，即在既定的竞争格局里，通过格局优化带来的投资 ...