过去一年，成分党、装备党、健康党……各个领域的"专业玩家"层出不穷，"要玩就玩到点子上"成为年 轻人新的消费准则。年轻人的消费逻辑里，"不同"比"认同"更重要，他们通过消费彰显独特审美，耳夹 耳机、设计师包袋、复古薄底鞋……每个单品都要"写着自己的名字"。同时，这届年轻人发明了一种很 新的"省钱逻辑"：少买点、买好点、用久点。钱要花在"刀刃"上，还要花在心窝上，过去一年，年轻人 舍得用消费给自己喂颗"糖"。此外，华流真正成为顶流，"中式审美"强势圈粉年轻人。数据显示，一件 能当六件用，"瑞士军刀"式产品越来越受消费者的欢迎。 上证报中国证券网讯（记者 杨翔菲）12月29日，天猫发布2025年度六大消费趋势：专业玩家、穿出人 设、长期主义、情绪氪金、华流当道、一物封神；年度消费关键词则是"乐意"——现在年轻人的消费观 主打"看心情"，其消费哲学是："千金难买我乐意，为我乐意散千金"。 ...

Core Insights - The core philosophy of consumer spending in 2023 is summarized as "willingness to spend," reflecting a shift towards more conscious and personalized consumption choices [4] Group 1: Consumer Trends - Consumers are increasingly focused on product ingredients and efficacy, with significant growth in skincare products, particularly anti-aging and hydrating items, showing double-digit growth on platforms like Tmall [6] - Outdoor and sports equipment have seen a rise in interest, with smart wearables experiencing nearly 50% growth in sales, indicating a trend towards informed and specialized purchases [6] - The popularity of niche and domestic luxury brands has surged, with sales of certain categories like earphones and bags increasing over 200% on Tmall, highlighting a shift towards unique and personalized fashion choices [9][11] Group 2: Emotional and Cultural Spending - Emotional spending is on the rise, with consumers willing to invest in products that enhance their mood, such as plush toys and home decor, with categories like EDC seeing over 500% growth [14] - There is a notable resurgence in traditional Chinese aesthetics, with gold jewelry sales increasing over 300% and a growing interest in cultural products, indicating a blend of modern and traditional values in consumer behavior [16] - The demand for multifunctional smart home devices has increased, with sales of electric smart beds and multifunctional furniture doubling, reflecting a desire for convenience and efficiency in home life [18] Group 3: Long-term Investment Mindset - Consumers are adopting a long-term investment approach to their purchases, particularly in clothing, with a significant increase in the budget for winter wear above 2000 yuan, indicating a preference for quality over quantity [11][12] - The trend of "financially savvy" spending is evident, as consumers seek products that offer longevity and value, with classic luxury items becoming more popular as they are viewed as investment pieces [11]

Core Insights - The traditional Hanfu store "Ziyiming Tang" announced its closure on October 15, 2023, due to systemic challenges in the market, marking a significant trend in the Hanfu industry as several other brands have also closed or transformed [2][4][11] - The Hanfu market has seen a decline in popularity among young consumers, with many expressing disappointment over the quality and pricing of products, leading to a decrease in sales [5][10][8] - The industry is facing a wave of closures, with many stores offering steep discounts, indicating a shift in consumer interest and market dynamics [11][10] Market Trends - "Ziyiming Tang" is not alone; other brands like "Zhiyu Ji" and "Mingjing Huafu" have also announced closures, reflecting a broader trend of Hanfu store shutdowns in recent years [4][11] - The Hanfu market has experienced rapid growth followed by a significant cooling, with consumers increasingly critical of high prices and low quality [5][10] - The market is witnessing a shift where high-priced items, such as the popular Ma Mian skirt, are becoming less appealing to consumers, leading to reduced sales for many retailers [10][8] Consumer Behavior - Young consumers are becoming disenchanted with Hanfu, citing issues such as inflated prices and poor quality, which has led to a decline in purchases [6][9] - Many consumers, including avid Hanfu enthusiasts, have reported a decrease in their purchasing frequency due to a lack of innovation and rising prices in the market [6][8] - The perception of Hanfu as a luxury item is being challenged, with calls for more affordable and accessible options to attract a broader audience [13][19] Industry Challenges - The Hanfu industry is grappling with a lack of differentiation and innovation, leading to market saturation and consumer fatigue [10][19] - Retailers are facing difficulties in maintaining profitability, with many opting to close stores rather than continue operating at a loss [11][10] - The challenge lies in balancing traditional elements with modern consumer expectations, as many brands struggle to adapt to changing market dynamics [19][20] Future Outlook - For the Hanfu market to thrive, it must break away from the notion that high prices equate to quality, focusing instead on cultural significance and accessibility [19][21] - There is a need for innovation in design and pricing strategies to appeal to modern consumers while preserving cultural heritage [19][21] - The future of Hanfu may depend on its ability to integrate into everyday fashion, making it relevant and appealing to a wider audience [21][19]