2025年上半年兴趣消费报告

Core Insights - The report highlights the transformation of interest-based consumption in 2025, emphasizing a shift from material satisfaction to emotional resonance among consumers [1] - Three main characteristics of interest consumption are identified: scenario-based experiences reshaping consumption logic, dual drivers of technology and emotion fueling market growth, and niche hobbies breaking into mainstream popularity [1] Group 1: Fragmented Time and High-Intensity Experiences - 56% of consumers aged 20-40 are willing to pay for high-intensity experiences during fragmented time, leading to the rise of "micro-experience" consumption models like community dining and craft classes [2] - The popularity of "slow travel" and camping experiences has surged, with near-distance camping consumption increasing by 128% year-on-year, indicating a shift towards creating meaningful life rituals in nature [2] Group 2: Technology and Emotional Drivers - AI-related product categories saw a GMV increase of 48.2% from January to May, with creative devices like AI mice and cloud cameras gaining popularity [2] - Consumers are increasingly viewing smart devices as tools for creating presence and identity, with immersive experiences becoming a key aspect of interest consumption [2] Group 3: Pet Consumption Trends - Pet consumption is characterized by emotional compensation and technological empowerment, with sales of smart pet feeders increasing by 218.4% in May [3] - The rise of "exotic pet economy" is notable, with a 92% increase in searches for care supplies for niche pets, reflecting a desire for creating controlled micro-ecosystems in urban settings [3] Group 4: Breaking Down Niche Hobbies - The boundaries of interest consumption are blurring, with niche hobbies like DIY crafts and baking becoming mainstream through social media [4] - The search volume for beginner baking kits increased by 75%, while sales of professional-grade ovens rose by 34%, indicating simultaneous growth in entry-level and advanced products [4] Group 5: Consumer Segmentation - In outdoor products, both affordable portable gear under 500 yuan and professional-grade items over 3000 yuan are experiencing strong sales, catering to different consumer needs [4] - Younger consumers prioritize social attributes in their purchases, while older consumers focus on functional value, reflecting a generational divide in understanding "interest value" [4] Group 6: Brand Marketing Transformation - Brands are shifting from product-centric marketing to scenario-based storytelling, with significant GMV growth observed during experiential marketing events [5] - User-generated content (UGC) is becoming a crucial link between brands and consumers, with UGC content showing three times higher conversion rates than traditional advertising [5] Group 7: Emotional Value in Consumption - The report indicates a dual focus on "joy and self-improvement" as primary consumer motivations, with 84% of respondents valuing emotional satisfaction alongside practical benefits [25] - A significant portion of consumers (69%) are willing to allocate budget flexibility for experiences that bring joy, indicating a shift in perception of emotional value from luxury to necessity [25] Group 8: Interest Consumption Trends - The report identifies four key trends in interest consumption: "spiritual wilderness," "self-enjoyment," "intelligent fun," and "pet love," reflecting a diverse range of consumer interests [22] - Consumers are increasingly willing to invest in technology, knowledge, and health-related experiences, with 47% expressing a willingness to spend on innovative tech products [26]