“悦己”产品热度暴涨160% ，38大促折射节后消费新动向

Core Insights - The consumption market has shifted focus from "gift-giving" during the Spring Festival to "self-care" and enhancing quality of life post-holiday [1][4] - The "38 Promotion" serves as a transitional phase for consumers, moving from festive spending to everyday purchases centered around personal well-being [1][4] Group 1: Changes in Consumer Behavior - Post-Spring Festival, consumer attention has shifted towards self-care, with significant increases in searches for personal care, office improvement, and health management products [4] - Notable search volume increases include coffee and sleep pillows, with growth rates of 161% and 132% respectively compared to pre-holiday levels [4] Group 2: Product Structure Adjustments - The product offerings during the "38 Promotion" have shifted from family-oriented goods to items that enhance individual comfort and efficiency in daily life [5] - Key product categories include skincare focused on anti-aging, ergonomic office supplies, and convenient health-oriented snacks and beverages [5] Group 3: Characteristics of "Self-Care" Consumption - The "self-care" consumption trend is characterized by rational and detailed purchasing behavior, with consumers showing deeper inquiries into product specifications [8] - The live-streaming platforms have become amplifiers of consumer emotions and needs, reflecting the evolving demands of consumers at different life stages [9]