Nint任拓：2025年兴趣品类电商消费趋势报告

Core Insights - The report highlights the growing enthusiasm for interest-based consumption among mainstream consumer groups, with a total e-commerce consumption of 385.2 billion yuan in the first three quarters of 2025, representing over a 10% increase from 350.9 billion yuan in the same period last year [1][6][7]. E-commerce Consumption Trends - The four main categories of interest consumption are sports health, entertainment collectibles, creative arts, and lifestyle food, with lifestyle food having the highest share [1][6]. - The sales in the sports health category reached 80.6 billion yuan, showing slight growth, with a notable shift from outdoor to indoor activities [1][9]. - Entertainment collectibles experienced the fastest growth, with sales reaching 51.8 billion yuan, a year-on-year increase of over 25% [1][20]. - Creative arts category sales amounted to 31.4 billion yuan, showing a polarized growth pattern [2][29]. - Lifestyle food sales grew steadily to 221.2 billion yuan, driven by innovations in kitchen appliances and pet products [2][6]. Category Performance Sports Health - Sales in the sports health category reached 80.6 billion yuan, with a year-on-year growth of over 4% [9]. - Indoor sports, particularly yoga, are driving industry growth, while outdoor activities like camping are gaining popularity [10][13]. - The popularity of badminton remains strong, but billiards is emerging as a significant competitor [17][18]. Entertainment Collectibles - The collectibles category saw sales of 51.8 billion yuan, with a remarkable growth rate of over 25% [20]. - The blind box and card game segments are leading the growth, with niche markets like EDC toys also performing well [22][23]. - The anime merchandise segment grew by 43%, indicating strong consumer engagement [1][20]. Creative Arts - The creative arts category recorded sales of 31.4 billion yuan, with significant growth in handmade products like puzzles and beads [2][29]. - Photography products are shifting towards real-time recording devices, while traditional photography equipment is declining [2][29]. Lifestyle Food - The lifestyle food category achieved sales of 221.2 billion yuan, with kitchen appliances like fruit and vegetable disinfectors gaining traction [2][6]. - Pet products continue to be a core driver, alongside innovations in gardening tools [2].