2025上半年消费趋势白皮书：五大核心赛道解锁新增长点

Group 1: Market Overview - In the first half of 2025, China's consumer market experienced a robust growth of 5%, reaching a total retail sales of 24,545.8 billion yuan, driven by policy support and upgraded consumption concepts [1] - The online retail sales of physical goods grew by 6.0% year-on-year, amounting to 6,119.1 billion yuan, accounting for approximately 24.9% of total retail sales [1] Group 2: Sector Analysis - The food and beverage market reached a scale of 284.54 billion yuan, with a year-on-year growth of 5.8%, driven by high-quality and healthy products [2] - The health food market showed strong performance with online sales increasing by 16.2% to 60.41 billion yuan, particularly in sleep management products which grew by 53.1% [2] - The home appliance market benefited from trade-in policies, with online sales rising by 8.0% to 284.88 billion yuan, and the cleaning appliance segment saw a significant growth of 31.6% [4] - The beauty and skincare market experienced a sales increase of 10.1%, reaching 235.23 billion yuan, with anti-aging products growing by 30.3% [6] - The 3C digital market saw explosive growth in action cameras, with sales skyrocketing by 150.9% to 2.3 billion yuan [6] Group 3: Consumer Trends - Consumers are increasingly pursuing quality of life and self-health, indicating a shift towards deeper and broader consumption demands [6] - The demand for high-performance, innovative products is reshaping industry dynamics, with brands needing to adapt to these evolving consumer preferences [6]