过去的一年，消费彻底变了

Core Viewpoint - The article discusses the evolving landscape of consumer behavior in China, highlighting the coexistence of emotional and rational consumption trends, and the implications for investment opportunities in the market [5][22]. Group 1: Consumer Trends - Despite perceptions of a cooling consumer market, data shows that final consumption expenditure contributed 53.5% to economic growth in the first three quarters of 2025, an increase of 9 percentage points from 2024 [6]. - Social retail sales grew by 4.0% year-on-year in the first 11 months of this year, surpassing the 3.5% growth expected for the entire year of 2024 [6]. - A McKinsey survey indicates that the expected share of domestic consumption in disposable income for 2025 is stable at 0.0%, a significant improvement from the previous year's expectation of -0.5% [9]. Group 2: Emotional and Rational Consumption - The article identifies two main trends in consumer behavior: emotional consumption, which focuses on personal satisfaction and identity, and rational consumption, which emphasizes quality and cost-effectiveness [13]. - A Nielsen IQ report reveals that 47% of respondents in China purchased only essential items to avoid waste, while 68% were willing to spend more on products that help relieve stress [13]. - The rise of the second-hand economy is noted, with platforms like Xianyu seeing a daily average of 7 million items listed, reflecting a growing acceptance of "recycling consumption" among young consumers [14]. Group 3: Future Consumption Landscape - The emotional economy in China is projected to reach a market size of 2.3 trillion yuan in 2024, with expectations to exceed 4.5 trillion yuan by 2029 [15]. - The article suggests that the health and wellness industry, as well as the pet economy, will benefit from shifting consumer spending towards self-investment and emotional fulfillment [20]. - The emergence of AI-driven emotional technology and virtual consumption is anticipated to create new market opportunities, as consumers increasingly seek personalized emotional experiences [21].