年终盘点｜2025年 国潮消费步入“价值时代”

Core Insights - The core viewpoint of the articles is that Chinese consumer preferences are shifting from viewing domestic brands as alternatives to prioritizing them based on value and effectiveness, marking a significant change in the consumption landscape by 2025 [1][3]. Group 1: Changes in Consumer Behavior - Consumers are now evaluating domestic products based on quality, effectiveness, and design rather than just price, indicating a shift from price sensitivity to value pursuit [3][4]. - Sales of domestic beauty products priced over 300 yuan have seen a 28% year-on-year increase in the first three quarters of 2025, significantly outpacing the overall market growth [3]. - Younger consumers, particularly those born in the 1990s and 2000s, are more inclined to choose domestic brands that cater to local needs and are adept at using social media for informed purchasing decisions [3][4]. Group 2: Brand Strategies and Innovations - Brands are integrating traditional Chinese cultural elements with modern design, as seen in the launch of versatile makeup palettes that cater to various occasions and styles [4]. - Established brands are modernizing by transforming traditional products into convenient, ready-to-eat options, thereby appealing to contemporary consumer lifestyles [4][5]. - New brands are focusing on niche markets, such as sensitive skin care, to build loyalty among specific consumer groups by offering tailored solutions [4][5]. Group 3: Sustainability and Environmental Considerations - The concept of sustainability is becoming a core competitive advantage, with many brands adopting eco-friendly materials and practices in their product development [6]. - Several clothing brands are launching eco-friendly lines that utilize recycled fibers and organic cotton, clearly labeling their environmental initiatives [6]. - The food packaging sector is also undergoing a "green revolution," with brands introducing biodegradable packaging and reducing plastic use to meet consumer demand for environmentally responsible products [6]. Group 4: Challenges and Future Opportunities - The industry faces challenges such as product homogenization, where brands quickly replicate popular elements, leading to consumer fatigue and a lack of true differentiation [7]. - Quality control issues have emerged as brands expand rapidly, which could undermine consumer trust in domestic products [7]. - Future trends may include increased personalization in product offerings, deeper integration of cultural experiences with product consumption, and a standardization of sustainability practices across domestic brands [7].