分类： 未分类

Sarina Shuqi Yang
July 2, 2025

Once hailed as a symbol of timeless elegance and the benchmark for luxury trench coats, Burberry is gradually fading from the dazzling spotlight of the fashion world.

Sluggish Market Performance: Burberry’s market performance has been disappointing. In August 2024 and May 2025, its stock price hit decade-long lows, at one point dipping below £7 per share. Although there was a mild rebound thereafter, it has hovered around £10—well below the pandemic low of £14 in 2020, and a sharp decline from the £20 peak in 2023. In just two years, the stock has effectively been halved.

Beyond mere fluctuations in market capitalization, multiple indicators suggest Burberry is struggling to maintain growth:

Brand Dilution: Reckless Expansion and Misalignment with Customer Needs

Burberry’s aggressive expansion has resulted in a dilution of brand equity, steering the company away from core customer needs. Frequent discounting has further damaged its brand image. In recent years, Burberry’s performance in the Asia-Pacific region has exposed cracks in its luxury positioning. The brand has relied heavily on outlet stores to clear excess inventory, offering deep discounts on iconic trench coats, signature check scarves, and bags. This has led to declining traffic in flagship stores while outlet malls draw long lines.

According to HSBC, outlet stores now account for around 30% of Burberry’s sales and a staggering 50% of its net profit—far above the luxury industry average of just 5%. As a result, consumers are increasingly reluctant to pay full price at retail stores, undermining Burberry’s identity as a luxury brand.

In contrast, brands like Gucci and Hermès have upheld their exclusivity by tightly controlling distribution and supply. Burberry’s frequent promotions and clearance sales have led consumers to see it as more replaceable and less aspirational.

Losing High-Net-Worth Clients While Failing to Win Over Youth

Despite some success in attracting younger shoppers, Burberry’s core clientele remains the affluent, “old money” demographic who value craftsmanship, timeless design, and cultural heritage. While short-term sales have been boosted by price cuts, channel expansion, and product diversification, these moves have eroded brand prestige. Long-time customers lament that the brand no longer offers a distinctive luxury experience, weakening loyalty and repurchase intent.

Focus group research among both high-net-worth individuals (35+) and younger consumers (18–35) reveals a concerning trend: 68% of affluent customers believe frequent discounting and product line expansion have made Burberry too mainstream, stripping it of its exclusivity.

One respondent put it bluntly: “When I see Burberry on sale, the whole experience feels cheap. Luxury should be unique.”

Consumers over 35 are especially sensitive to the weakening of the “old money” image, with one saying: “It once stood for prestige; now it feels too accessible, and has lost its former glory.”

Meanwhile, younger consumers, though more open to variety and accessible pricing, criticize the brand’s lack of a clear identity. Burberry’s attempt to appeal to both ends of the market has left it pleasing neither.

Brand Storytelling and Scarcity Are Key to a Turnaround

Recent consumer studies show that what truly resonates with consumers is not discounts, but compelling storytelling rooted in heritage and scarcity. Over 80% say they are more inclined to purchase after seeing campaigns focused on Burberry’s classic trench coats, British craftsmanship, and cultural legacy. Many admitted, “I wanted to buy it immediately after watching the storytelling ad.”

In contrast, price-driven promotions may attract short-term attention but fail to build lasting loyalty. The research is clear: telling a powerful brand story is essential to Burberry’s recovery and identity rebuild.

The Road Ahead: Balancing Prestige and Market Expansion

Moving forward, Burberry must strike a delicate balance between maintaining its high-end positioning and scaling its market reach.

At the crossroads of British tradition and global ambition, the question remains — where should Burberry’s transformation lead? Perhaps the brand’s most loyal supporters are those who still appreciate its refusal to follow fleeting trends.

近年来，创业已经不再是一个“遥不可及的话题”。中国青年群体以惊人的速度涌入创业大潮。2023年，约15.7%的在校大学生计划毕业后立即创办企业，较五年前几乎翻倍

同年，高校们陆续涌现上千个微创业项目，凸显“轻资产”创业模式的活力。国家级“双创”政策持续加码，“大学生创新创业训练计划”已覆盖全国90%以上高校，为青年提供实验场地、项目孵化及导师辅导；各地政府也相继推出无息贷款及房租补贴等优惠政策，助力年轻创业者们起步。

政策赋能：青年创业的黄金窗口期

2023至2025年，中国青年创业群体逐步成为创新驱动的重要力量。据《中国青年创业发展报告》显示，2023年约有超21%的18至24岁人群表示有创业意向，创下近五年来新高；其中大学生创业项目数量年均增长超12%，主要集中于数字经济、直播电商、绿色消费和社区服务等领域。国家级“双创”政策持续推进，仅2024年，教育部和科技部联合推动的大学生创新创业训练计划就覆盖超过90%的高校。

与此同时，创业结构正在发生显著变化：“斜杠青年”型创业者（即边学习边创业、边就业边创业）数量显著增加；不少人选择以线上店铺、小程序服务、知识付费或轻资产品牌切入，降低风险并实现初步变现。为了支持青年群体起步，各地政府陆续推出创业补贴、创业贷款贴息、高校创业园场地减免等配套政策。例如，上海、成都、杭州等地在2024年出台了针对35岁以下创业者的专项扶持计划，提供最高20万元无息贷款或50%房租补贴。

青年群体的创造力、数字敏感度与快速试错能力，使他们在产业变革与新经济浪潮中具备天然优势。但创业道路仍面临融资难、经验缺乏与持续能力建设等挑战，如何在政策红利期内实现“从0到1”的突破，正成为创业者与支持体系的关键议题。

七大核心赛道：政策与市场的双重机遇

在政策红利与市场机遇并存的背景下，青年创业者要想真正实现从萌芽到落地的跃迁，可以参考以下产业风口：

第一，绿色低碳与新能源领域高速发展。2024年我国太阳能发电新增装机容量同比增长28%，光伏、风电及储能市场年增速均超20%，锂离子电池回收市场预计2025年规模将突破39.8亿美元。创业者可依托国家“双碳”政策框架，护眼“碳中和”的发展目标，通过符合地方产业导向的绿色项目，在节能减排与经济效益间实现平衡。

第二，数字经济与人工智能深化融合。当前数字经济规模占GDP比重超50%，人工智能产业同比增长13.9%至578.4亿元。创业者可聚焦企业数字化转型需求，开发结合行业需求的技术应用，借助政府创新支持政策推动解决方案落地。

第三，高端制造与科技创新持续升级。在“中国制造2025”战略支撑下，信息技术、新能源汽车等领域的核心技术研发加速推进。初创团队可通过产学研协同创新模式，利用专项政策资金支持，完成技术成果的产业化转化。

• 新零售模式释放下沉市场活力。2023年社区团购交易规模同比增长53.7%，用户规模突破6.78亿人。创业者可结合线上线下融合趋势，通过低成本的精准运营模式，在新型消费市场中建立可持续的商业链路。

第五，医疗美容（“她经济”）消费升级显著。2023年中国医疗美容市场规模突破3000亿元，女性消费者占比超85%，抗衰、轻医美等项目年均增长率达25%。随着《医疗美容广告执法指南》等政策规范行业生态，创业者可围绕个性化美学服务、智能护肤科技等方向，打造消费场景，满足女性群体对品质化服务的需求。

第六，低空经济（深圳、广东试点）进入发展快车道。作为全国首批低空经济示范区，广东省计划到2025年建成300个以上无人机起降点，深圳已开通全国首条电动垂直起降飞行器（eVTOL）航线。政策层面通过空域管理改革、基础设施补贴等举措，推动物流配送、应急救援等场景商业化。创业者可依托试点区域政策优势，探索新型低空服务模式。

第七，疗愈行业释放情绪价值需求。后疫情时代心理健康关注度提升，2023年心理咨询服务用户规模突破1.2亿，水晶、香薰等情绪疗愈产品线上销售额同比增长47%。创业者可通过融合传统文化元素与现代心理服务，开发减压课程、沉浸式疗愈体验等多元解决方案，响应都市人群对精神健康的迫切需求。

从技术驱动到消费升级，七大领域既契合国家战略方向，又回应市场需求，为青年创业者提供了差异化竞争空间。

实操指南：从政策红利到商业落地

1. 低成本验证模式，规避初期风险

青年创业者应优先选择轻资产模式，避免重投入项目。例如，计划开设美容院或宠物店前，可通过小红书、抖音等社交平台发布内容、积累潜在客群，待需求验证后再落地实体。初期尽量控制负债，尤其对储蓄有限的年轻人，可依托线上渠道或快闪店形式试水，降低现金流压力。

2. 深挖政策信号，锚定潜力赛道

密切关注政策风向标，如央视《蛮好的人生》等节目及政府发布的行业白皮书，可预判未来高潜力领域（如银发经济、乡村振兴）。定期查阅科技部、发改委官网，结合地方试点政策调整方向。例如，深圳低空经济试点细则中明确提及的物流配送场景，即为创业者提供明确指引。

3. 能力建设与资源整合并重

• 向上社交：参与行业峰会、创业沙龙，或参与高校公开课，提升社交能力与人脉储备；
• 信息检索：利用国家统计局数据库、行业垂直网站高效获取市场数据；
• 技术赋能：学习AI工具提升内容生产与运营效率，或通过线上网课进行研修，为业务注入创新动能。

4. 经验积累与风险管控

若瞄准某一行业，可优先以兼职、实习或服务商身份切入，积累行业认知与资源，工资并非核心目标。例如，计划进入疗愈行业者，可先合作心理咨询师开发线上课程，再逐步拓展线下服务。同时需严格评估风险：制定财务止损线，优先选择政策补贴覆盖领域以对冲不确定性。

资源推荐：为创业者赋能

• 书单：《穷爸爸富爸爸》（财务思维）、《被讨厌的勇气》（心态建设）、《瓦尔斯坦效应》（战略布局）。
• 资讯渠道：播客“What’s Next｜科技早知道”（科技与投资解读）、公众号“创业内幕”（政策与实战）。
• 日常行动：每周发布行业观察打造个人IP，加入本地创业社群分享进展，完成AI或碳中和领域线上课程。

锚定机遇，务实前行

从“双碳”目标到数字经济，从低空经济到疗愈产业，中国青年创业者正站在时代机遇的交汇点。政策支持、市场需求与技术变革的多重红利，为创新提供了丰沃土壤。但需清醒认识到，创业不仅是追逐风口，更需扎实的能力沉淀与资源匹配。

无关过往，无关成败，这群充满活力的年轻人正以勇气与热情践行创想，把握时代机遇，书写属于自己的青春故事。

从“它经济”到“情感经济”的全球扩张 

在韩国首尔的街头，婴儿推车里蜷缩的往往不是人类幼崽，而是一只只穿着精致服饰的宠物犬。咖啡厅、商场乃至地铁站，随处可见年轻人与宠物互动的场景——这一现象背后，是韩国生育率连续八年下滑至0.72的全球最低纪录，以及宠物经济规模六年翻倍至4.6万亿韩元（约合人民币254亿元）、反超婴儿市场两倍的现实。

据Zion Market Research数据，2024年全球宠物经济规模已达2968亿美元，预计2030年将突破5000亿美元。其中，美国以1187亿美元市场规模占据全球40%份额，稳居第一；中国则以超3000亿元的规模紧随其后，智能用品、宠物殡葬等高端消费显著增长。韩国作为典型个案，其宠物食品市场年增长率高达22%，宠物医院市场规模甚至超过婴儿医疗市场，折射出东亚社会“情感替代”需求的爆发。

宠物经济的本质已超越物质消费，转向情感补偿。韩国“拟人化”服务如宠物幼儿园、婚礼策划盛行；中国年轻人将宠物视作“家人”，带动宠物克隆、心理辅导等新兴服务崛起。行业调查显示，美国消费者甚至愿为宠物医疗负债，38%的养宠家庭曾为宠物医疗使用信用卡分期。这种情感绑定，使宠物经济在通胀压力下仍保持韧性，2023年全球市场逆势增长6.7%。

宠物经济潮的情感动因与消费重构

少子化与独居潮的双重作用，正成为推动宠物经济扩张的核心动力。中国独居人口预计2025年达1.5亿，2030年或突破2亿，与宠物作为“替代性情感载体”的定位形成共振，这样的情感需求持续驱动养宠人群投入消费。

艾瑞咨询的相关数据指出，我国的养宠人数每年持续保持着4.2%的增长，且该部分的增长群体大多集中于18至30岁的年轻人群体。目前该部分年前人群体的已经占据超过中国养宠人数超过1/3的比例。

宠物情感对婚恋与养育情感的补足

基于一份年轻群体的社会调查显示，养宠行为很大程度上补足了适婚群体的生育需求，并填补上情感需要：

宠物经济的消费逻辑也出行了颠覆性转变，从基础需求向“情感溢价”全面升级。现在更加多样且满足情绪需求的宠物消费开始出现：

• 宠物医疗 – 单次宠物核磁共振检查费用近3000元
• 高昂殡葬服务 – 如宠物墓地、火化服务、个性化告别仪式、宠物骨灰盒定制等
• 宠物品牌 – 奢侈品牌相应推出售价近3万元的宠物外出、售价突破5万元的宠物床，智能猫砂盆以5000元售价打开高端智能家居赛道

一系列现象表明，宠物经济的核心驱动力已从“功能性满足”转向“情感价值兑现”，折射出当代消费者将宠物视为家庭成员的情感投射与消费理性重构。

未来趋势：从低端制造到高端服务的产业升级

• 宠物经济的制造链正加速向智能化、环保化与全球化方向转型。
• 服务链条的深化更显行业变革力度：宠物克隆、心理辅导、临终关怀等新兴领域蓬勃发展，据报道，中国宠物殡葬企业近5000家，其中九成以上成立时间在5年之内，印证了“家人化”服务需求的井喷。
• 全球化布局加速推进：中国品牌PetKit（智能化宠物设备如自动喂食器）以7.7%的市占率打入美国市场，标志着“情感经济”的溢出效应正重塑全球产业版图.（数据来自于魔镜洞察）

结论：情感经济与产业转型的双向奔赴

从韩国街头的宠物婴儿车，到中国独居青年的“育儿式养宠”，这场席卷全球的宠物经济浪潮，本质是“孤独社会”的情感补偿机制，与低生育率、个体化生存方式深度绑定。当千禧一代将宠物视作“家庭成员”，产业便不再停留于低端代工——智能设备、健康管理、精神消费等高附加值服务，既是商业逻辑的迭代，更是对“情感刚需”的精准回应。

正如首尔咖啡厅里为宠物犬点单“爪布奇诺Puppuccino”的年轻人所言：“它们填补的不仅是生活空白，更是时代裂痕。”在这场情感与商业的双向奔赴中，宠物经济既是社会变迁的镜像，也是产业转型的试金石。如何乘上这波浪潮，是企业必须考量的问题。

From “Pet Economy” to “Emotional Economy”: A Global Expansion 

On the streets of Seoul, South Korea, baby strollers often cradle not human infants but small dogs dressed in designer outfits. Cafes, malls, and subway stations are filled with young people interacting with their pets—a phenomenon rooted in the country’s fertility rate, which has plummeted to a global low of 0.72 for eight consecutive years. Meanwhile, South Korea’s pet economy has doubled in six years to 46 trillion KRW (approximately 35.4 billion USD), now twice the size of its infant care market.

According to Precedence Research, the global pet care market is projected to grow from USD 346.01 billion in 2025 to approximately USD 643.53 billion by 2034. The U.S. pet care market alone was valued at USD 147.61 billion in 2024 and is expected to reach around USD 230.42 billion by 2034, accounting for 40% of the global total, while China follows closely at over $42.9 billion, driven by growth in smart pet products and funeral services. South Korea’s pet food sector, growing at 22% annually, and its pet healthcare market—now larger than infant healthcare—reflect East Asia’s surge in “emotional substitution” demand. 

The essence of the pet economy has shifted from material consumption to emotional compensation. South Korea’s anthropomorphic services, such as pet kindergartens and wedding planning, thrive alongside China’s rising demand for pet cloning and therapy. In the U.S., 38% of pet owners have used credit cards to finance veterinary bills, underscoring the emotional bonds that keep the industry resilient. Despite inflation, the global pet market grew 6.7% in 2023. 

Emotional Drivers and Consumer Reconstruction

Declining birthrates and a rise in single-person households are fueling the pet economy’s expansion. Take East Asia as an example, China’s solo-living population is expected to hit 150 million by 2025 and exceed 200 million by 2030, aligning with pets’ role as “alternative emotional companions.” A Beijing high school survey revealed that 32% of respondents view pets as family, with nearly 70% of solo dwellers relying on them for emotional support.

The intersection of pet ownership and lifestyle choices is striking: unmarried or childless individuals are significantly more likely to own pets. Notably, 73.5% of pet owners acknowledge that their pets influence their decision to have children, and 60% of pet owners admit their pets partially fulfill romantic needs, compared to less than 30% among non-pet owners.

Similarly, in the United States, more than 66% of households—approximately 94 million homes—owned at least one pet in 2024, a figure rising alongside solo living, which accounted for 27.6% of U.S. occupied households in 2020. Pets are considered family by over 97% of American owners, and 53% say they trust their pets more than human partners

The emotional factors are reconstructing the market trends and consumption patterns, which have pivoted from basic needs to “emotional premiums.” A single pet MRI scan now costs far exceeding human equivalents. High-end funeral services, such as custom urns and memorial ceremonies, are booming as well. Luxury brands are tapping into the trend with $5,700 dog bed and dog leash cost over hundreds of dollars, mirroring human “affordable luxury” standards. These trends highlight a shift from functional utility to emotional value, reflecting pets’ status as family members.