编者按:在人民币升值、负真实利率、房地产政策调控等外部环境因素的交互影响下,消费者对“不确定期限的未来通胀”的担心,正在影响着他们的消费决策和行为。于是我们看到:“新节俭主义”风潮开始流行,消费者群体出现了分化,消费层次更加分明,还有企业最擅长的降价促销招数似乎也不够灵验了,而这一切都在印证消费者强烈的“趋低消费”趋势。对企业来说,在“趋低消费”的大背景下,当“划算”、“经济”、“省钱”成为它们能够与消费者形成共鸣的三个关键点时,就需要重新思考并改变自己的促销策略、传播策略、市场定位以及成本治理方法。为此,我们特别策划了本期专题,希望广大读者能够从中获益。 Editor’s note: Consumers’ concerns about “future inflation with indefinite deadlines” are affecting their consumer decisions and behaviors under the interaction of external environmental factors such as RMB appreciation, negative real interest rates and the regulation of real estate policies. So we see: “New Thrifty ” wave began to pop, the consumer groups have been divided, the consumer level is more clear, there are businesses do not seem to be the best price cuts tricks tricks, and all this is to prove consumption Strong “low consumption” trend. For enterprises, under the background of “low consumption”, when they become the three key points that they can resonate with consumers, “cost ”, “economy ” and "save money When, you need to rethink and change their marketing strategy, communication strategy, market positioning and cost management methods. To this end, we have specially planned this special issue in the hope that readers will benefit from it.