来源丨 灵兽 （ID： lingshouke ） 作者丨 十里 日资消费品牌下沉 王婧（化名）的记忆里，无印良品（MUJI）是上海淮海路上一座安静的岛屿。空气里永远弥漫着葡萄柚香薰精油的气息，背景音乐是坂本龙一式的空灵。 在那里，一块未经漂染的棉布、一个设计极简的垃圾桶，都像是在对都市的喧嚣做着无声的抵抗。对彼时刚在一线城市立足的她而言，定期去MUJI购物， 更像是一种精神归属感的确认——确认自己是这座城市精致、有序生活的一部分。 以下文章来源于灵兽 ，作者十里 灵兽 . 专注零售，聚焦消费。商业改变世界。你们负责改变世界，我们带你们改造商业。灵兽，零售消费行业头部新媒体平台，为商业原创报道而生。投稿及合 作：lingshouke@126.com 今年春节，她回到山东四线老家。在市中心最繁华的购物中心，一个熟悉的红色白底logo让她停下了脚步——也是无印良品。 只是，此处的MUJI，与淮海路上的那座"岛屿"判若两店。它紧挨着一家金店和一家本地知名的连锁餐厅，门店内人头攒动。一位阿姨正熟练地在货架上翻 找着一条特价毛巾，另一边，几个高中生模样的男孩在试穿"禅意"衬衫。 一切都显得那么自然，却又透着几分"不合时宜 ...

日资消费品牌下沉 王婧（化名）的记忆里，无印良品（MUJI）是上海淮海路上一座安静的岛屿。空气里永远弥漫着葡萄柚香薰精油的气息，背景音乐是坂本龙一式的空 灵。 今年春节，她回到山东四线老家。在市中心最繁华的购物中心，一个熟悉的红色白底logo让她停下了脚步——也是无印良品。 只是，此处的MUJI，与淮海路上的那座"岛屿"判若两店。它紧挨着一家金店和一家本地知名的连锁餐厅，门店内人头攒动。一位阿姨正熟练地在货架上 翻找着一条特价毛巾，另一边，几个高中生模样的男孩在试穿"禅意"衬衫。 一切都显得那么自然，却又透着几分"不合时宜"的矛盾感。这个曾经承载着她"中产梦"的品牌，如今以一种极为务实、甚至有些嘈杂的姿态，成了故乡的 新邻居。 王婧的感受，并非个例。无印良品、优衣库、资生堂，这些曾被牢牢钉在一线城市版图上的日系品牌，正以前所未有的速度，开启一场浩浩荡荡的"下 沉"之旅。 在那里，一块未经漂染的棉布、一个设计极简的垃圾桶，都像是在对都市的喧嚣做着无声的抵抗。对彼时刚在一线城市立足的她而言，定期去MUJI购 物，更像是一种精神归属感的确认——确认自己是这座城市精致、有序生活的一部分。 在这股浪潮中，日资品牌的姿态 ...

Core Points - High temperatures in summer can cause car interiors to reach extreme temperatures, often exceeding 70℃, creating hazardous conditions for various items inside the vehicle [1][3] - Incidents of items like cleaning sprays and aromatherapy products exploding in parked cars due to heat have been reported, highlighting the risks associated with leaving such items in vehicles [1][2] - The phenomenon of "lens effect" from certain items, such as bottled water and sunglasses, can lead to ignition and fire hazards within the car [2][4] Group 1 - High temperatures can cause car interiors to become like "mobile ovens," with dashboard temperatures exceeding 80℃ under direct sunlight [3][4] - Items such as lighters and power banks can explode or catch fire when left in hot vehicles, with tests showing significant temperature increases leading to combustion [4][6] - The use of aerosol sprays in cars poses a significant risk, as they can explode when exposed to high temperatures, leading to dangerous situations [5][6] Group 2 - Fire incidents have occurred due to the "convex lens effect" of items like bottled water, which can concentrate sunlight and ignite surrounding materials [2][4] - Recommendations for safely managing vehicle temperatures include using sunshades and ventilating the car before entering, which can lower the internal temperature by 5 to 10℃ [7][8] - Firefighters suggest techniques for quickly cooling down a car after it has been parked in the sun, such as opening windows and using air conditioning effectively [7][8]

Group 1 - The core consumer group of Generation Z, defined as those born after 1995, represents about 20% of China's total population but accounts for 40% of the country's total consumption power, highlighting their significant influence on the market [1] - The rise of emotional consumption among Generation Z indicates a shift from practical needs to emotional and social values in purchasing decisions, with a willingness to pay a premium for products that enhance personal expression and social recognition [1][2] - The emotional consumption market in China is projected to exceed 2 trillion yuan by 2025, with related industries such as trendy toys, cultural tourism, and pet care experiencing an annual compound growth rate of 12% [2] Group 2 - The financial sector faces both opportunities and challenges due to the emotional consumption trend, with financial institutions beginning to innovate products tailored to meet the funding needs of Generation Z's emotional purchases [3] - There is a risk of accumulating debt among Generation Z due to unstable income levels and the tendency to over-leverage for emotional consumption, which poses a challenge for financial institutions in accurately assessing risks associated with such spending behaviors [3][4] - Regulatory bodies are tasked with ensuring that financial institutions operate responsibly in the emotional consumption space, preventing excessive marketing that could lead to irrational borrowing among young consumers [4]

Core Insights - The emotional healing industry is emerging as a response to increasing mental health issues, with 4% of the global population suffering from anxiety disorders, highlighting a growing demand for emotional value and solace [2][3] Industry Background - The Chinese emotional healing industry is experiencing unprecedented growth opportunities as mental health and wellness are elevated to a strategic priority by the government [3][7] - The industry has developed a multi-layered ecosystem with participants from self-healing, digital platforms, AI therapy, and comprehensive offline healing institutions [3][18] User Insights - A survey of 1,561 individuals who consumed emotional healing products/services revealed insights into user demographics, emotional healing awareness, consumption behavior, and future expectations [3][10] - The emotional healing market is characterized by a significant demand for mental health literacy improvement, with only 6.4% of adolescents meeting the standards [10][13] Development Trends - The emotional healing industry is predicted to solidify its base among middle to high-income individuals, particularly focusing on high-educated women [4][68] - Technological advancements are driving the industry into a dual upgrade phase of efficiency and service, reshaping the emotional healing ecosystem [4][71] - The industry is evolving through three stages: standardization, collaboration, and intelligence, which will drive comprehensive development for leading enterprises [4][75] User Demographics - High-educated women show a high awareness of emotional healing services (79.4%) but have low penetration rates for professional services, indicating a gap between recognition and behavior [26][68] - Young men aged 18-35, primarily from second-tier cities, face significant emotional challenges, with a high prevalence of anxiety and stress [29][35] Emotional Issues - Nearly 50% of users reported experiencing anxiety and stress, with psychological health being the most affected aspect [35][38] - Users generally express low satisfaction with their emotional management capabilities, with only 11.2% feeling very satisfied [38][41] Healing Methods - Users engage in both immediate relief and long-term intervention strategies to achieve emotional balance, with a significant portion utilizing natural therapy products [45][62] - The primary channels for understanding emotional healing methods are online platforms, accounting for 73.9% of user awareness [48][51] Investment and Spending - The majority of users invest between 1,001 to 5,000 yuan in emotional healing services, indicating a relatively small spending gap across different user segments [51][52] Decision Factors - Users prioritize authoritative certification and effectiveness when choosing self-healing and lifestyle enhancement products, with significant variations in decision-making across different product categories [53][56] - Professionalism is the key factor for selecting offline healing institutions, with a strong emphasis on service quality and medical backing for psychological consultations [59][62]

Core Insights - The article highlights a shift in consumer behavior among young people in China, characterized by a blend of "refined poverty" and "emotional wealth," where individuals are willing to spend significantly on experiences while being frugal on everyday purchases [1] - The concept of "self-pleasure consumption" is gaining traction, with 46.28% of young consumers prioritizing personal enjoyment in their spending habits [1] - The article invites content creators to share their observations on new consumption trends and the evolution of consumer behavior leading into 2025 [1] Group 1: Changes in Consumer Behavior - Young consumers are increasingly willing to spend on emotional value rather than just price, indicating a shift from "cost-effectiveness" to "emotional value" [2] - Small purchases, such as coffee and collectibles, are being made to enhance happiness, reflecting a trend towards seeking joy in everyday spending [2] - The rise of "micro-vacations" suggests a new necessity for escapism, indicating a change in how leisure is perceived and consumed [2] Group 2: New Consumption Categories and Scenarios - The article discusses the emergence of new consumption categories, such as health-focused beverages, which are defining contemporary youth culture [3] - There is a notable shift in consumption scenarios, moving from indoor fitness to outdoor activities like cycling and camping, showcasing a broader lifestyle change [3] - The role of technology, including AI and big data, in influencing purchasing decisions is examined, questioning whether it leads to increased spending or more precise buying [3]

Core Insights - The article highlights a shift in consumer behavior among young people in China, characterized by a blend of "refined poverty" and "emotional wealth," where individuals are willing to spend significantly on experiences while being frugal on everyday purchases [1] Group 1: Changes in Consumer Behavior - Young consumers are increasingly prioritizing "self-pleasure" in their spending, with this category accounting for 46.28% of their consumption needs in 2024 [1] - The concept of "next level" consumption in 2025 indicates a more fragmented and conscious approach to spending, focusing on immediate gratification while also considering long-term value [1] Group 2: Event and Participation - The article invites content creators to share their observations on new consumption phenomena and thoughts on "2025 consumption" through video submissions, with a chance to win from a prize pool [2][3] - The event encourages discussions on why young people are willing to spend on emotional experiences rather than just price-value, highlighting the importance of happiness derived from small purchases [2] Group 3: Consumer Trends and Categories - The article discusses the notion that consumption downgrade does not equate to a decline in quality of life, emphasizing how to spend less while enjoying life [3] - It mentions emerging consumption categories and scenarios, such as health-focused beverages and outdoor activities, reflecting a shift in lifestyle choices among young consumers [3]

Core Viewpoint - The release of ten group standards for trendy toy derivative products marks a significant milestone in China's trendy toy industry, transitioning from "wild growth" to a new phase driven by standardization for high-quality development [1][3]. Group 1: Industry Standards - The newly established group standards focus on two innovative dimensions: the first specialized standards for domestic two-dimensional derivative products and regulations for popular trendy toy derivatives such as phone cases, headphone charms, trendy clothing, crystal balls, aromatherapy, and plush products [3]. - The standards respond to industry innovation needs and align with international consumer safety requirements, facilitating a shift from "traffic-driven" to "value-driven" development [3][4]. Group 2: Industry Governance - The introduction of these standards fills a gap in systematic industry regulations, providing authoritative technical guidance for design, production, quality testing, and market circulation [3]. - The standards signify a deep advancement in the industry's governance system from "policy guidance" to "standard leadership," aiming for breakthroughs in quality safety, innovative design, green environmental protection, and international alignment [3][8]. Group 3: Environmental and Quality Control - The Chief Quality Officer of Pop Mart International Group highlighted that environmental compliance requirements, while seemingly increasing costs, actually guide the industry away from vicious low-price competition towards sustainable development based on quality [4]. - The standards on packaging environmental protection not only safeguard consumer health and reduce waste but also enhance the international competitiveness of Chinese trendy toy brands, clearing technical barriers for exports to Europe and the U.S. [4]. Group 4: Global Impact - The release of these standards demonstrates China's commitment to building a regulatory framework and provides an innovative and responsible "Chinese solution" for the sustainable development of the global trendy toy industry [8].

Core Viewpoint - The article discusses the implementation of a pilot program for immediate tax refunds for outbound travelers in Xicheng District, Beijing, aimed at boosting domestic consumption and enhancing the shopping experience for international visitors [1][9]. Group 1: Policy Implementation - The pilot program for immediate tax refunds began on May 15, with the establishment of a centralized refund point at the Financial Street Shopping Center, marking it as one of the first in Beijing [1][9]. - The immediate tax refund policy allows international travelers to apply for VAT refunds at the point of purchase, enhancing convenience and efficiency in the shopping experience [3][7]. Group 2: Service Features - The immediate tax refund service requires travelers to meet specific conditions, including customs verification and adherence to the agreement terms for departure [4]. - There are currently 192 tax refund stores in Xicheng District, located in key shopping areas such as Xidan Financial Street and Dashilan, featuring luxury brands like DIOR, GUCCI, and BURBERRY [6]. Group 3: Customer Experience - On the first day of the pilot, a traveler purchased an item for 1,494 RMB and received a tax refund of 134.46 RMB, highlighting the immediate benefits of the new policy [11]. - The establishment of the centralized refund point is expected to improve the overall satisfaction of international travelers by streamlining the tax refund process across various stores in the shopping district [7][11].

Core Points - The Xicheng District of Beijing has launched a pilot program for "immediate purchase and refund" tax refund points for outbound travelers, located at the Financial Street Shopping Center [1][2] - The pilot program aims to enhance the convenience of the tax refund process for foreign travelers, allowing them to receive a refund at the point of purchase [1][2] Group 1: Pilot Program Details - The "immediate purchase and refund" tax refund point operates from 11:00 AM to 6:00 PM during the trial period [1] - The first transaction involved a foreign traveler purchasing an item for 1,494 yuan, with a tax refund amounting to 134.46 yuan [1] Group 2: Tax Refund Store Information - There are currently 192 tax refund stores in Xicheng District, located in key commercial areas such as Xidan Financial Street and Dashilar, featuring luxury brands like DIOR, GUCCI, and BURBERRY [2] - Four stores are designated as "immediate purchase and refund" stores, including Hanguang Department Store and Xidan Juntai [2] Group 3: Strategic Goals - The pilot program is part of a broader initiative by the Beijing Taxation Bureau to promote the "immediate purchase and refund" model in key commercial areas [2] - The program aims to create a unique commercial system in Xicheng, combining new fashion and traditional brands, while also extending its influence to surrounding districts like Haidian and Shijingshan [2]