万亿Z世代消费迷局待解：掌上大学蓝皮书或提供深层破局线索

Core Insights - The upcoming "2025 China Higher Education Blue Book" by Zhangshang University aims to provide in-depth insights into the trillion-level Generation Z consumer market, highlighting the complexity of current college consumption patterns [1][5] - The college consumption market in China is projected to exceed 1 trillion yuan by 2025, with annual consumption for college students reaching approximately 850 billion yuan in 2024 and expected to grow to 1.6 trillion yuan by 2028, reflecting a 5% annual growth rate [1][4] Group 1: Market Characteristics - The complexity of college consumption is characterized by significant regional and urban-rural differences, with varying preferences across different areas, such as a focus on trendy digital products in Beijing and Shanghai versus value-for-money in Southwest regions [4][5] - There exists a contradiction in consumer values among college students, where some indulge in emotional spending while others adhere to minimalist and sustainable consumption principles, indicating a diverse range of spending behaviors [4][5] - The decision-making process for purchases is non-linear, with students showing willingness to spend on certain products while being hesitant about others, reflecting a unique consumption logic [4][5] Group 2: Challenges for Brands - Brands face challenges such as "market blind spots and growth anxiety," "marketing dilemmas and trust gaps," and "strategic misalignment and resource misallocation" when trying to penetrate or deepen their presence in the college market [5] - There is a pressing need for a comprehensive report that systematically addresses these complexities and provides insights for brands looking to engage with this demographic [5] Group 3: Data Foundation - The collaboration between Zhangshang University and Wenzhou University’s Big Data Research Institute since 2017 has established a robust data ecosystem, enabling the collection of extensive, multi-dimensional, and real-time data on college student behaviors [6] - This data foundation allows for a deeper understanding of user preferences, consumption motivations, and underlying trends in the college market, moving beyond simple market share statistics [6] Group 4: Report Focus Areas - The report is expected to redefine consumption decision-making logic, emphasizing the importance of authentic recommendations and social validation among college students, potentially introducing a new decision-making framework [8][9] - It will delve into emotional and value recognition, exploring how trends like "emotional consumption" and "sustainable consumption" influence Generation Z's purchasing behavior [8][9] - The report may provide detailed analyses of consumption patterns based on regional and category-specific characteristics, guiding brands to adopt tailored marketing strategies rather than a one-size-fits-all approach [9]