2025年11月11日，银川首家"胖改店"——物美超市阅彩城店正式开业，当天上午九点，顾客们纷纷涌入 卖场，在烘焙、鲜食和胖东来自主品牌专区前驻足挑选。 这家看似普通的超市，实则是银川借鉴胖东来经营模式的"学习胖东来自主调改店"（简称"胖改店"）之 一。从9月19日吴忠万达店开业头两天客流量超5万人次，到如今银川"胖改店"陆续亮相，这种新型零售 形态正悄然改变着宁夏的消费市场格局，也为整个零售行业带来了深刻启示。 "胖东来模式"并非简单形式模仿，而是回归商业本心，致力于构建与消费者之间牢固的信任桥梁。在消 费增长放缓的今天，这种经营理念的转变尤为可贵。 图据宁夏新闻网 走进银川胖改店，9.9元、19.9元的鲜切花专区首先带来清新气息。这一胖东来标志性场景的引入，为购 物增添了仪式感，让超市不再是单纯的采购场所，更成为感受鲜活生活气息的空间。 "我们还是新手，服务不周，但在努力"的暖心提示，悬挂在熟食区柜台。这样真诚的表达，与传统商超 中过度营销形成鲜明对比。 胖东来模式之所以成功，还因为员工的幸福感直接关系到消费者的体验感。在员工待遇普遍不佳的零售 行业，胖东来却将50%的股份分给了基层员工，40%的股权分给 ...

Core Points - The article discusses the journey of Tang Shangjun, a student who took the college entrance examination 16 times and finally got admitted to South China Normal University at the age of 35 [10][12]. Group 1: Personal Background and Achievements - Tang Shangjun has gained significant attention on social media, with 940,000 followers on Douyin and a product showcase featuring 92 items, primarily daily necessities [7]. - He expressed that his long experience as a repeat examinee has become a "double-edged sword," leading to both valuable experiences and challenges in his future career [10]. - Despite his struggles, he plans to pursue a career in education, reflecting on the limitations his age imposes on his job prospects [10][12]. Group 2: Business Ventures and Trademark Registration - The name "Tang Shangjun" has been applied for trademark registration by multiple entities, including Hubei Tang Shangjun Education Technology Co., Ltd., which was established in April 2025 and has since been dissolved [7]. - The registered capital of Hubei Tang Shangjun Education Technology Co., Ltd. was 500,000 RMB, and its business scope included software development and digital cultural creative software [7]. Group 3: Future Aspirations and Challenges - Tang Shangjun plans to pursue a master's degree at Tsinghua University and is considering entrepreneurship during his university years [12]. - He acknowledges the difficulty of finding a job upon graduation due to his age, as he will be nearly 40 years old [12]. - He encourages students and parents to consider personal interests when choosing majors, rather than solely focusing on job market trends [13].

Core Viewpoint - The article discusses the journey of Tang Shangjun, a student who took the college entrance examination 16 times and finally got admitted to South China Normal University at the age of 35, highlighting the challenges and experiences faced by non-traditional students in the education system [15][19]. Group 1: Personal Journey - Tang Shangjun has participated in the college entrance examination 16 times, achieving a score of 601 in the 2024 exam, which led to his admission to South China Normal University [15]. - He expressed feelings of confusion and frustration regarding his future career prospects, attributing these feelings to his age and the limitations it imposes on his opportunities [13]. - Despite his struggles, he plans to pursue a graduate degree at Tsinghua University and aims to start a business during his university years [17][19]. Group 2: Social Media Presence - Tang has gained significant attention on social media, with 940,000 followers on Douyin and a product showcase featuring 92 items, primarily daily necessities [9]. - His public engagement has seen a decline in interaction, with video likes dropping from over 100,000 to around 10,000 to 20,000 in recent months [19]. Group 3: Business Ventures - A trademark application for "Tang Shangjun" has been filed, with various companies involved, including Hubei Tang Shangjun Education Technology Co., Ltd., which was established in April 2025 but has since been dissolved [9][12]. - The trademark applications cover a range of categories, including office supplies and advertising sales, indicating potential business interests in educational and consumer products [9][10].

Core Insights - Tang Shangjun, a 36-year-old individual who has taken the college entrance examination 16 times, is actively engaging with his audience on social media by introducing his team and sharing experiences related to university life [1] Group 1 - Tang Shangjun has a significant following on Douyin, with 940,000 fans [1] - The product offerings in his online store include 92 items, primarily consisting of daily necessities such as tissue paper and garbage bags [1] - Tang's team members are his university alumni, and they plan to interact with their audience every weekend through live streaming [1]

Core Viewpoint - The younger generation is increasingly rejecting the traditional shopping frenzy of "Double Eleven," opting for more rational and minimalistic consumption habits, reflecting a shift in consumer behavior from previous generations [2][3][5]. Group 1: Changing Consumer Behavior - The main consumer demographic for Double Eleven has shifted from older generations (70s and 80s) to younger generations (90s and 00s), leading to changes in shopping habits [2][3]. - Younger consumers exhibit a mix of extravagance and frugality, focusing on psychological satisfaction rather than material possession [2][3]. - Many young consumers express frustration with the current shopping strategies employed during Double Eleven, feeling manipulated by pricing tactics and complex promotional schemes [3][5]. Group 2: Experiences and Reflections - Consumers report feeling overwhelmed by the extensive pre-sale processes and the perceived need to engage in complex shopping strategies to secure discounts [3][5]. - There is a growing sentiment among young consumers that the excitement of past Double Eleven events has diminished, with many preferring to avoid participation altogether [3][5]. - The experience of shopping has transformed from a thrill to a chore, with many consumers now prioritizing the enjoyment of the shopping experience over simply finding the best deals [3][5]. Group 3: Minimalism and Rational Consumption - Many young consumers are now focused on decluttering and reducing excess, leading to a more thoughtful approach to shopping [5][6][7]. - Individuals are increasingly aware of their consumption patterns, often choosing to sell or donate unused items before making new purchases [7][8]. - The trend towards minimalism is evident as consumers express a desire to avoid impulsive buying and instead seek out experiences or products that truly add value to their lives [7][8]. Group 4: Market Dynamics - The availability of desired products during Double Eleven has become a significant concern, with many consumers reporting that popular items sell out quickly, leading to disappointment [8][9]. - The perception of value has shifted, with consumers questioning whether the discounts offered during Double Eleven are genuinely worthwhile compared to other purchasing options [8][9]. - The rise of second-hand markets and rental options is becoming more appealing to younger consumers, who are looking for cost-effective alternatives to traditional shopping [10].

Core Insights - The report from the China Internet Network Information Center indicates that as of June this year, the number of internet users aged 60 and above in China reached 161 million, with an internet penetration rate of 52.0% among the elderly [1] - The China Consumers Association highlights that in the first half of 2025, complaints related to elderly consumer traps and chaotic private domain marketing will be major issues [1] - The rise of private domain live streaming, which operates outside traditional e-commerce platforms, poses significant risks for elderly consumers, who are often targeted by deceptive marketing tactics [2][3] Group 1: Elderly Internet Usage - The elderly population is increasingly engaging in online activities such as learning, communication, shopping, and entertainment, but they are also vulnerable to scams and traps set by unscrupulous businesses [1] - The private domain live streaming model, which lacks regulatory oversight, is particularly concerning as it allows for deceptive practices that can exploit elderly consumers [2][3] Group 2: Private Domain Live Streaming - Private domain live streaming is characterized by its operation outside major platforms like WeChat and Taobao, making it difficult for consumers to seek recourse in case of fraud [2] - The model is appealing to businesses due to less stringent regulations and the potential for high profits, especially when targeting elderly consumers [3][6] Group 3: Consumer Behavior and Vulnerabilities - Elderly consumers are often drawn into private domain live streaming due to feelings of loneliness and a desire for social interaction, leading to compulsive purchasing behaviors [4][5] - The marketing strategies employed in these live streams often include emotional manipulation and the creation of false narratives, which can mislead elderly consumers into making poor purchasing decisions [3][5] Group 4: Regulatory Recommendations - Experts suggest that regulatory bodies need to clarify the responsibilities of various stakeholders in private domain live streaming, including content creators and platforms, to protect elderly consumers [7] - Recommendations include mandatory disclosure of business information, retention of live stream content for accountability, and the establishment of special protections for elderly consumers [7][8]

Core Insights - The report from the China Internet Network Information Center indicates that as of June this year, the number of internet users aged 60 and above in China reached 161 million, with an internet penetration rate of 52.0% among the elderly [1] - The China Consumers Association highlights that in the first half of 2025, complaints related to elderly consumer traps and chaotic private domain marketing will be major issues [1] - The rise of private domain e-commerce, particularly targeting the elderly, has led to various deceptive practices that exploit their vulnerabilities, such as fake personas and health anxiety [2][3] Group 1: Private Domain E-commerce - Private domain live streaming is characterized by a lack of platform oversight, allowing sellers to evade regulations and create a "脱平台" (脱离平台) model that complicates consumer protection [3][6] - The private domain live streaming market is growing rapidly, with a projected year-on-year increase of 8.69% in transaction volume for 2024 [6] - Many elderly consumers are drawn into private domain live streaming through tactics that exploit their loneliness and health concerns, leading to impulsive purchases of overpriced or substandard products [5][6] Group 2: Consumer Vulnerabilities - Elderly consumers are often targeted based on their demographic characteristics, such as being "老漂族" (elderly migrants), which makes them more susceptible to manipulation through live streaming [5] - The lack of regulatory oversight in private domain e-commerce creates a vacuum where deceptive practices can flourish, making it difficult for consumers to seek redress [6][7] - Experts suggest that regulatory bodies need to clarify the responsibilities of various stakeholders in private domain live streaming to protect elderly consumers effectively [7]

Core Viewpoint - The article discusses the surprising complexity and lack of standardization in paper towel sizing, revealing that many consumers are unaware of the various sizes and specifications available, leading to potential overconsumption and confusion in purchasing decisions [10][20][112]. Group 1: Paper Towel Sizing - Paper towels are available in multiple sizes (XS, S, M, L), and the sizing is not standardized across brands, leading to significant differences in actual dimensions [5][16][22]. - The lack of a unified sizing standard means that consumers may unknowingly purchase smaller sizes, resulting in faster consumption and higher costs over time [7][20][33]. - Major brands often create additional size designations (e.g., "M plus," "mini size") that can further confuse consumers, as these designations do not always correlate with actual size differences [26][29][32]. Group 2: Consumer Behavior and Marketing Tactics - Consumers typically rely on familiar brands and price comparisons when purchasing paper towels, often overlooking size specifications due to the perceived simplicity of the product [11][13][32]. - The complexity introduced by various sizes and marketing tactics may exploit consumer laziness, leading to unintentional overpayment for smaller quantities of product [42][46][112]. - The article suggests that brands may intentionally complicate the purchasing process to create a perception of value, which can mislead consumers into thinking they are getting a better deal [44][112]. Group 3: Industry Standards and Regulations - The only relevant national standards for paper towels in China are GB/T 20808-2022 and GB15979, which do not mandate size designations like S, M, or L, allowing brands to define sizes arbitrarily [20][21]. - The absence of a regulatory framework for sizing means that the market has developed its own conventions, which can vary widely between brands, contributing to consumer confusion [21][22][112]. - The article highlights the need for greater transparency and standardization in the industry to protect consumers from misleading practices [112][113].

Group 1 - The core viewpoint of the article highlights that Chinese cross-border e-commerce sellers are actively seeking strategic transformation and diversification in market layout to find more certainty, with 88% of surveyed sellers planning to develop new markets [1] - The Latin American market is characterized by low competition saturation and high growth potential, with a projected e-commerce market size exceeding $1 trillion by 2027, doubling from 2023 [2] - Brazil and Mexico are identified as the top two e-commerce markets in Latin America, serving as prime entry points for cross-border e-commerce sellers [3] Group 2 - The challenges for companies expanding into the Latin American e-commerce market include changes in tax policies, import duties, and complex legal regulations, which can affect operational efficiency [4] - The Southeast Asian e-commerce market is experiencing rapid growth, with the total GMV expected to increase from $37.1 billion in 2019 to $128.4 billion in 2024, representing a growth rate of over 300% [6] - The Regional Comprehensive Economic Partnership (RCEP) has provided tangible benefits for cross-border e-commerce, such as reduced tariffs and faster customs clearance, enhancing product price competitiveness [7]

Core Insights - Generation Z is reshaping the consumption pattern of campus paper products with a focus on health and quality, making dormitories a frontline for quality upgrades [1][3] - The online consumption of clean paper products is experiencing explosive growth, with user numbers for hanging tissue paper increasing by 183% year-on-year, and the quantity of facial tissues soaring by 436% [1] Group 1: Consumer Preferences - For Generation Z, product quality such as absorbency, flexibility, and safety is a non-negotiable foundation, with over 50% of college freshmen prioritizing "100% virgin wood pulp" and "softness" when purchasing paper products [3] - The concern over dust residue from recycled pulp has made "100% virgin wood pulp" the primary selection criterion for basic cleaning paper towels [3] Group 2: Market Trends - The popularity of disposable facial tissues is rising due to the hygiene concerns associated with traditional towels, with over 60% of college students opting for them [3] - Young consumers are becoming more discerning when selecting facial tissues, focusing on material sources (preferably natural plant fibers), medical-grade safety certifications, and skin irritation test reports [3] Group 3: Product Awareness - The prevalence of wet toilet paper is increasing rapidly on campuses, necessitating careful selection to avoid pitfalls such as ordinary wipes masquerading as professional wet toilet paper or products with strong irritants that can clog toilets [3] - As the new school season approaches, companies like Jie Rou are providing core selection advice for college students, emphasizing practical and social aspects in product design [3]