今天分享的是：2026内容消费趋势白皮书：凡人至上-赞意 报告共计：62页 2026内容消费趋势白皮书核心总结 2026年内容消费领域的核心变革是"凡人至上"，宏大叙事退潮，凡人力量崛起，评判价值的权杖从精英与机构转向具体、鲜活 的普通人。这一趋势源于经济环境引发的对确切幸福的渴求、AI工具普及赋予普通人创作能力，以及大众对悬浮叙事的疲惫。 娱乐与内容产业中，凡人的悲欢成为顶流。影视圈聚焦小人物故事，品牌转向记录用户的"凡人史诗"；短剧成为情绪"速效 药"，治愈系综艺提供低冲突庇护；音乐与播客呈现两极分化，既满足碎片时间的"精神零食"需求，也适配深度场景的"意义补 给"。 商业零售领域拒绝"老登化"，品牌需与凡人"搭伙过日子"。营销转向"微触点"创意与真实沟通，小票、鸡蛋等日常场景成为情感 连接载体；消费趋势呈现"寒酸美学"与"邪修智慧"，年轻人用创意解构品牌溢价，重定义消费价值；企业形象塑造摒弃完美人 设，真实共情与亲民姿态更能赢得信任。 文旅与生活方式方面，人们在"附近"寻找归属，向远方开展自我试炼。"奔县"旅行、县城漫展、早市逛吃兴起，在地体验打破 算法茧房；"特种兵"与"打野式"出游成为潮流，旅行从消 ...

Core Viewpoint - The management of the company maintains guidance for full-year net profit to remain flat year-on-year, with an improvement in net profit margin, while recent sales trends are similar to those in the second quarter, although discounts have deepened year-on-year [1] Financial Performance - For the first half of the 2026 fiscal year, the company's revenue was 12.3 billion RMB, a year-on-year decrease of 5.8%, primarily due to fluctuations in consumer demand for sports products and offline foot traffic [1] - The gross profit margin slightly decreased by 0.1 percentage points to 41.0%, impacted by discount changes and an increase in online revenue share, although the contribution from retail business and support from brand partners partially offset negative effects [1] - The operating expense ratio increased by 0.1 percentage points to 33.2%, benefiting from rental structure and operational team optimization; the net profit margin decreased by 0.3 percentage points to 6.4%, with net profit declining by 9.8% to 790 million RMB, roughly in line with expectations [1] Brand Performance - By brand, the main brand and other brands saw year-on-year declines of 4.8% and 12.2% respectively, with the main brand performing better than other brands and the overall performance [2] - The company is actively collaborating with the main brand to improve online and offline channel management and enhance overall discount levels [2] Store Management and Strategy - The company continues to adjust its store structure and improve quality, with a net decrease of 332 directly operated stores to 4,688 as of August 2025, indicating a downward trend; total sales area decreased by 14.1%, but average store area increased by 6.5% year-on-year [2] - The management noted ongoing pressure on offline foot traffic, with a double-digit decline in same-store traffic during the period; the company is implementing stricter standards for new and renovated stores under the "selection + optimization" principle [2] - Online retail business experienced double-digit growth year-on-year, with the company exploring a diversified operational model of "1 (offline store) + N (online multi-scenario layout)" [2]