Bei Ke Cai Jing·2025-07-15 13:17Core Insights - The essence of the second half of consumption is shifting from material satisfaction to meaning construction, with consumers willing to pay for lifestyle, emotional recognition, and social value [1][2] Group 1: Consumption Trends - The market is transitioning from rapid growth to meticulous cultivation, where understanding users, embracing technology, and improving efficiency are key for companies to navigate cycles [2] - In the first half of 2025, consumption exhibited three characteristics: "fast," "diverse," and "experiential." The pace of consumption trends is accelerating, with rapid shifts in consumer interests [2] - Consumers are increasingly focused on quality in basic needs, emphasizing "eating well, sleeping well, and being healthy." Food safety and health are top priorities for quality takeout [2][4] Group 2: Emotional and Spiritual Needs - Core keywords for spiritual needs include reading, travel, and intimate relationships. The average respondent reads about 8 books per year, with a significant portion reading more than 6 [3] - Travel preferences are shifting towards "hidden gems" and IP tourism, with certain regions gaining popularity. Understanding parental needs is crucial for the gifting market [3] Group 3: Consumer Demographics - The term "young" is central to consumer behavior, with similarities in consumption patterns between the elderly and younger generations, particularly in health and fitness products [3] - There is a strong demand for health, green, and smart features in home appliances, with consumers seeking large screens and smart upgrades in televisions [4] Group 4: Product Preferences - In mobile phone consumption, there is a strong demand for large storage capacity, highlighting "storage anxiety" as a key concern [4] - In clothing, consumers are returning to basic styles that are simple and versatile, with a focus on material quality and familiar brands [4] - Consumers desire decision-making services that are convenient, time-saving, and enjoyable in daily necessities [4]