2025年轻人消费“暗号”

Core Insights - The core philosophy of consumer spending in 2023 is summarized as "willingness to spend," reflecting a shift towards more conscious and personalized consumption choices [4] Group 1: Consumer Trends - Consumers are increasingly focused on product ingredients and efficacy, with significant growth in skincare products, particularly anti-aging and hydrating items, showing double-digit growth on platforms like Tmall [6] - Outdoor and sports equipment have seen a rise in interest, with smart wearables experiencing nearly 50% growth in sales, indicating a trend towards informed and specialized purchases [6] - The popularity of niche and domestic luxury brands has surged, with sales of certain categories like earphones and bags increasing over 200% on Tmall, highlighting a shift towards unique and personalized fashion choices [9][11] Group 2: Emotional and Cultural Spending - Emotional spending is on the rise, with consumers willing to invest in products that enhance their mood, such as plush toys and home decor, with categories like EDC seeing over 500% growth [14] - There is a notable resurgence in traditional Chinese aesthetics, with gold jewelry sales increasing over 300% and a growing interest in cultural products, indicating a blend of modern and traditional values in consumer behavior [16] - The demand for multifunctional smart home devices has increased, with sales of electric smart beds and multifunctional furniture doubling, reflecting a desire for convenience and efficiency in home life [18] Group 3: Long-term Investment Mindset - Consumers are adopting a long-term investment approach to their purchases, particularly in clothing, with a significant increase in the budget for winter wear above 2000 yuan, indicating a preference for quality over quantity [11][12] - The trend of "financially savvy" spending is evident, as consumers seek products that offer longevity and value, with classic luxury items becoming more popular as they are viewed as investment pieces [11]