朋友老陈最近陷入焦虑。他在互联网公司做了10年产品经理，35岁生日那天，HR找他"喝茶"，委婉提醒"公司要优化35岁以上员工"。他回家盯着存款单发 呆：房贷还有20年，孩子刚上小学，父母身体开始出小毛病。更扎心的是，他发现自己除了"写代码、做PPT"，似乎没有其他能赚钱的本事。 "如果被裁了，我能做什么？"他在酒桌上问我，"开奶茶店？听说90%活不过半年；做自媒体？现在入局太晚了；回老家养猪？又怕丢面子……"他的困境， 是无数35岁+职场人的缩影：年轻时靠"体力""平台"赚钱，中年却突然发现，自己没有"能干一辈子"的本事。 中年转型的生存法则：用"长期主义"对抗人生不确定性 35岁后选生意，不能再像年轻时"追风口""赌运气"，而要选"能干到70岁"的。怎么选？记住这三个原则："刚需性""反脆弱性""情感连接性"。 一、原则一：刚需性——选"人离不开"的生意，而不是"一时火"的 老陈曾动过"开剧本杀店"的念头，觉得"年轻人喜欢，赚钱快"。但他调研后发现：剧本杀的核心客群是18-28岁学生和初入职场者，而35岁+人群更倾向"省 时、省力、有实际价值"的消费。比如，他小区门口的"社区理发店"，老板是位50岁阿姨，只 ...

2025年《提振消费专项行动方案》指出，要推进服务消费提质惠民，完善城市一刻钟便民生活圈，加强 社区维修、家政等服务网点建设。响应政策，扎根基层，苏宁帮客加速迭代链接家庭用户的服务新载 体，苏宁帮客便民服务站、苏宁帮客家电清洗维修中心加速落地，并以"社区实体+线上运营"融合的模 式扎根社区，推出"321"服务标准，为周边居民量身打造专属、长期的社区"嵌入式"服务。 在店内，具有10年以上安装维修经验的金牌工程师面对面为用户诊断并解决家电使用中的各类问题；在 线上，同步建立的社区"帮帮群"，则让服务预约、快速响应和分享交流更加便捷，通过线上答疑、视频 指导，苏宁帮客工程师能够帮助用户识别和解决家电常见"假性故障"。 居民吴先生刚在群内提交空调维修需求，不到3分钟就接到师傅电话。"从联系到完工，全程都有系统短 信推送，服务透明、靠谱，真心不错！"维修结束后，吴先生在社群中分享体验，引来不少邻居点 赞。"下楼买菜的功夫，顺便解决了家里洗衣机的异响"、"群里的家电帮手有问必达，周到又方便"…… 开业不到一周，已有超400位居民加入南京仙林店的"帮帮群"，享受专业答疑与即时服务。 凭借 "社区嵌入式"的服务模式，苏宁帮 ...

Group 1 - The national consumption market has experienced a new wave of enthusiasm since mid-June, significantly boosted by the mid-year promotional season [1] - This year's promotional activities started earlier and lasted longer than in previous years, with major e-commerce platforms beginning pre-sale promotions in mid-May, lasting over a month [1] - AI-related products and domestic brands have gained considerable attention, with over 70% of the top 100 brands in terms of consumption heat being Chinese brands, and searches for "AI elements" and "intangible cultural heritage elements" products increasing by over 120% and 270% year-on-year, respectively [3] Group 2 - The consumption vitality in lower-tier markets is robust, with order volume in rural areas increasing by over 130% and the number of users growing by over 140% year-on-year [5] - The retail industry in China has maintained an expansion trend for 10 consecutive months, driven by online promotional activities and the "old-for-new" policy [5] - In May, the total retail sales of consumer goods increased by 6.4% year-on-year, accelerating by 1.3 percentage points from the previous month, marking the highest growth rate since December 2023 [7]

Group 1 - The core viewpoint of the articles highlights the diversification and growth of consumer demand in Beijing, particularly in service consumption, which has seen a significant increase due to various factors such as information services and entertainment [1][2] - From January to May, Beijing's total market consumption increased by 1.3% year-on-year, with service consumption growing by 4.9%, indicating its importance in driving overall consumption growth [1] - The demand for home services, especially in housekeeping, has surged, with a 13% year-on-year increase in demand for home services in Beijing, and a 43% increase in demand for babysitters and caregivers after the Spring Festival [1] Group 2 - The home service sector is experiencing sustainable growth throughout the year, with peaks in demand for appliance cleaning and moving services during summer and year-end deep cleaning [1][2] - The integration of digital technology and online-offline services has improved service efficiency, with platforms like 58 Daojia reducing the average distance for service workers to 60%, allowing for quicker response times [2] - The expansion of niche markets such as pet services is contributing to the overall growth of service consumption, reflecting a shift in consumer behavior towards a more integrated approach to spending across various sectors [2]

Core Insights - Red Star Macalline is leading the home furnishing market in 2025 with unique strategic vision and strong execution capabilities [1] - The company has launched the "618 Life Renewal Season" to stimulate consumer demand and promote home consumption upgrades [3] Group 1: Policy Leverage - Red Star Macalline has seized the opportunity presented by the national "trade-in" policy, completing preparations in major cities like Beijing, Tianjin, and Hangzhou by mid-April [3] - During the "618 Life Renewal Season," the company collaborates with brand factories and distributors to offer trade-in activities, providing consumers with more discounts when purchasing new home products [3] Group 2: Ecosystem Collaboration - The company is enhancing home furnishing ecosystem collaboration by partnering with real estate firms and platforms like Xiaohongshu and Douyin to build an omnichannel marketing network [3] - Online, Red Star Macalline leverages the traffic advantages of platforms like Douyin and Xiaohongshu, while offline, it integrates resources through the "Last Mile" service plan [3] Group 3: Market Activation - To activate consumer purchasing potential in the existing market, Red Star Macalline has introduced a home service system, offering services like appliance cleaning and air quality management [3] - The company aims to provide comprehensive home decoration services from design to construction for property owners through partnerships with real estate developers [3] Group 4: Sustainable Development - The ongoing "618 Life Renewal Season" showcases Red Star Macalline's leadership and innovation in the home furnishing industry, injecting new momentum into sustainable development [5] - The company plans to continue leveraging national policy benefits to drive industry growth [5]

四、共建到家服务体系，以口碑促复购。深入社区楼盘服务，推出家电清洗、家居保养、空气治理等系列到家服务，延伸售后服务体系，打造"无忧焕新"体验。 此外，红星美凯龙全国各地商场还将因地制宜，自定义差异化营销活动，包括但不限于政企双补、满赠、满减、抽奖、明星空降等多重福利。 据悉，618生活焕新季作为上半年收官大促，红星美凯龙联合品牌工厂、经销商及生态伙伴，做对、做多、做实、做精，以四大核心举措共创这场品质家居消费盛典。 一、联合营销，做实以旧换新，政企双补。为更好地对接国补市补政策，今年4月中旬红星美凯龙已经完成北京、天津、沈阳、杭州、重庆等11家子公司注册，通过本地化服务帮助品牌、商户及 二、升级线上流量矩阵，种草年轻消费者。抖音本地生活亿级流量扶持、小红书900万流量券发放，美团、高德、天猫同城站等平台合作，联动超级星主播/金牌导购万人直播，构建 "线上种草 三、万盘服务计划，整合上下游资源，进驻最后一公里。通过网格化拓展以建发房产和联发集团为代表的房企楼盘资源，融合M+中心设计服务，打造专属家装套餐及权益，为楼盘业主提供一站式 2025年5月21日，红星美凯龙618共创大会在上海举行，红星美凯龙家居集团党委 ...