节后“自我犒劳”驱动消费，李佳琦直播间“悦己”产品成交活跃

Core Insights - The "38 Promotion" serves as a significant consumer event marking the transition from festive to daily shopping habits, with a notable increase in product searches related to personal care, office environment improvement, and health management after the Spring Festival [1] Group 1: Consumer Behavior Changes - Post-Spring Festival, there is a marked increase in the search volume for coffee and sleep pillows, with respective year-on-year growth rates of 161% and 132% [1] - The product structure for the "38 Promotion" has shifted from family-oriented gifts to items that enhance individual comfort and efficiency in daily scenarios [2] Group 2: Product Categories of Interest - Beauty and skincare products focusing on repair and anti-aging have gained attention, reflecting a shift in consumer motivation from gifting to effective personal use [3] - Office-related products such as ergonomic lumbar supports and high-quality thermos cups are actively engaged in live interactions, indicating a focus on comfort and efficiency for the returning workforce [3] - Health-conscious snacks and beverages that are low in burden and functional are increasingly favored in post-festival shopping, showcasing a trend towards rational and refined consumption [3] Group 3: Consumer Engagement - Consumers are demonstrating a deeper inquiry into product details, such as the materials of office chair cushions and the specific ingredient ratios in skincare products, indicating a move towards informed purchasing decisions rather than impulsive buying [3] - The live stream aims to provide options that align with daily life scenarios, addressing the needs for self-care and quality of life improvement [3]