2025天猫年度消费趋势：专业玩家、穿出人设、一物封神…年轻人都在这样花钱

Core Insights - The article highlights the evolving consumer behavior of young and high-net-worth individuals in 2025, emphasizing their willingness to spend on emotional satisfaction and identity recognition while being frugal on everyday items [1] Group 1: Consumer Trends - Young consumers are categorized as "professional players," focusing on product efficacy and quality, with significant growth in skincare and hair care products [3][4] - The rise of "long-termism" in spending habits indicates a shift towards purchasing high-quality items that last longer, with a notable increase in consumers willing to spend over 2000 yuan on winter clothing [9][10] - Emotional spending, termed "emotional gold," reflects a trend where consumers invest in items that enhance their mood, leading to a dramatic increase in categories like EDC and plush toys [12][13] Group 2: Aesthetic and Identity - The concept of "wearing one's persona" suggests that consumers prioritize unique aesthetics over brand recognition, leading to a surge in demand for designer and niche luxury items [6][7] - The "Chinese flow" trend showcases a resurgence of traditional aesthetics, with significant growth in handcrafted gold jewelry and new Chinese-style clothing, indicating a cultural renaissance among young consumers [15][16] Group 3: Multifunctionality - The demand for "Swiss Army knife" products is on the rise, with consumers favoring multifunctional items that serve multiple purposes, such as smart furniture and pet products [18]