【新榜研究院】2024消费趋势报告

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1] Core Viewpoints - The report highlights the evolving consumer behavior and market trends, emphasizing the shift towards personalized, value-driven, and experiential consumption [1] - It identifies key trends such as "humanized" pet care, internet mysticism, urban lifestyle, outdoor activities, and the rise of "substitute" products as significant drivers of future consumer behavior [1][3][16][55][65] Trend 1: "Humanized" Pet Care - Pet care has evolved beyond basic needs, with consumers seeking higher quality and more diverse products for their pets, including fresh food, snacks, and health supplements [3][4][5][6] - Pet fashion and home products are gaining popularity, with consumers investing in pet clothing, smart home devices, and shared furniture for pets [7][8][9][12][13] - The concept of "cyber pets" is emerging, offering emotional comfort to those unable to care for real pets, with virtual pets becoming a form of digital therapy [11] Trend 2: Internet Mysticism - In a fast-paced and uncertain environment, consumers are turning to mysticism for psychological comfort, with online tests and rituals gaining traction [16][17][18] - Virtual products like "Einstein's brain" and "good luck sprays" are becoming popular as consumers seek symbolic reassurance and good fortune [20][21][22] Trend 3: Rise of Chinese Aesthetics - Traditional Chinese fashion and products are experiencing a resurgence, driven by cultural confidence and consumer aesthetic upgrades [25][26] - New Chinese-style trends are expanding beyond clothing to include makeup, hairstyles, and accessories, with significant growth in sales and social media engagement [25][26][27] - Chinese brands are gaining international recognition, with products like horse-face skirts and traditional crafts gaining popularity overseas [29][30] Trend 4: Retro Revival - Classic products and styles from the past are making a comeback, with consumers embracing retro fashion and nostalgic items [34][35][36] - Cross-era fusion and regional retro styles are becoming popular, blending different historical and cultural elements into modern designs [38][39][40] Trend 5: Urban Exploration - Consumers are seeking relaxation and connection through urban exploration, including city walks, music festivals, and local markets [43][44][45][46] - Food and cultural experiences are central to this trend, with consumers valuing unique and authentic local experiences [49][50][51][52] Trend 6: Outdoor Lifestyle - Outdoor activities are becoming a year-round lifestyle choice, with consumers embracing outdoor fashion and gear for both functionality and style [55][57][58] - Outdoor activities are seen as a way to improve mental and physical health, with consumers seeking social connections and fresh experiences through outdoor sports [61][62][63] Trend 7: Substitute Products - Consumers are increasingly seeking cost-effective alternatives to premium brands, prioritizing value and functionality over brand prestige [65][66][67] - The trend extends to travel and daily purchases, with consumers opting for budget-friendly options that offer similar experiences [67][68][69] Trend 8: Personalized Styling - Consumers are defining their own styles, with a focus on versatile and expressive fashion choices, including makeup and clothing [75][76][78][79] - Fashion and beauty are becoming outlets for emotional expression, with consumers using their appearance to convey personal values and attitudes [80] Trend 9: Simplified Quality Life - Consumers are embracing a minimalist approach to quality living, focusing on multifunctional products and reducing unnecessary consumption [81][82][84][85] - Smart home devices and high-quality, long-lasting products are gaining popularity as consumers seek efficiency and sustainability [86] Trend 10: Creative Transformations - The trend of "creative transformations" is gaining momentum, with consumers and brands alike engaging in personalized and innovative product modifications [88][89][91] - This trend reflects a broader desire for uniqueness and individuality in consumer products and experiences [91]