Core Themes - The consumer market in 2025 is characterized by two main themes: "Rational Return" and "Experience Upgrade" [1] - "Rational Return" indicates consumers are focusing more on the actual value of products, considering functionality, safety, and durability [1] - "Experience Upgrade" reflects consumers' expectations for a complete experience throughout the consumption process, beyond mere transactions [1] Cultural and Tourism Experience - The cultural tourism market has seen significant growth, with "Intangible Cultural Heritage" tourism gaining popularity, evidenced by a 387% increase in searches for "Intangible Cultural Heritage Experience" on Meituan during the Spring Festival [2] - Traditional tourism is evolving, with hotels adopting "Healing Economy" concepts, offering wellness-focused travel experiences [3] - Young consumers are driving innovation in the cultural tourism sector, with new forms of travel like "County Tours" gaining traction [4] - Theme parks and attractions are experiencing a surge, with a 70% increase in bookings for theme parks during the summer of 2025 [4] - Domestic theme parks are thriving, with notable examples like Henan Wansui Mountain's revenue reaching 1.068 billion yuan in the first ten months of 2025 [5] AI Content Explosion - 2025 marks a significant year for AI, with applications like DeepSeek gaining popularity and AI-generated content becoming prevalent in advertising and social media [8][9] - AI-generated music has also made strides, with AI artists achieving notable chart success, indicating a shift towards a "full-stack upgrade" in the AI music industry [10] Culinary Trends - The culinary market in 2025 is witnessing a trend called "Taste Crossovers," where traditional foods are innovatively combined to meet complex consumer demands [11][14] - Social media plays a crucial role in popularizing these culinary trends, with unique food combinations becoming viral sensations [15] Technology Penetration - The digital consumer market is seeing a resurgence in products like action cameras and 3D printers, with action camera sales increasing by over 252% in 2025 [15][17] - The affordability of these technologies is lowering entry barriers for young consumers, making them more accessible [17][18] Quality Awakening - The concept of "Rational Consumption" has evolved, with consumers now considering a range of options including "Premium Alternatives" and "Value Alternatives" based on their needs and budget [19][20] - This shift reflects a more nuanced understanding of value, where consumers prioritize quality and experience over mere cost [20][21] National Trend Evolution - The "Guochao" (National Trend) movement has matured, focusing on integrating traditional culture with modern product innovation, leading to a market size expected to exceed 2.5 trillion yuan in 2025 [22][23] - This evolution emphasizes quality and depth over superficial trends, with brands increasingly blending traditional craftsmanship with contemporary demands [23][26] Emotional Value in Consumption - The concept of "Heart-Price Ratio" has emerged, highlighting the importance of emotional value alongside traditional price-to-quality considerations [27][28] - Consumers are increasingly seeking products that resonate emotionally, reflecting a shift from material satisfaction to emotional fulfillment [28][29] Abstract Consumption - The rise of "Abstract Consumption" is characterized by experiences that prioritize emotional engagement over traditional performance metrics, with events and products designed to foster community and shared experiences [29][32] - This trend illustrates a broader cultural shift among younger consumers towards valuing emotional connections and social identity through their purchases [32][33] Summary - The consumer market in 2025 is defined by a blend of rationality and diverse demands, with brands needing to adapt to new consumer expectations and experiences [33]

如果要为2025年的消费市场做年终总结，理性回归与体验升级一定是两大核心主题。 "理性回归"反映出消费者在面临购买决策时，更加注重产品的实际价值，具体表现在对商品功能性、安全性和耐用性的多重考量；"体验升级"则承载了消 费者对商品乃至品牌的更多期待，消费也不仅仅只是达成供需关系的一次简单交易，而是伴随整个消费过程的完整体验。 于是，当我们试图用八个关键词回顾过去一年消费市场的种种变化时，也看到了在稳健增长中完成结构升级的消费新趋势。 文旅体验派 作为近两年来最热门的领域之一，文旅市场在2025年完全不缺话题。 年初，伴随着人们对"年味淡了"的抱怨，非遗旅游另辟蹊径为旅游景区们找到了新的增长点。春晚联欢晚会上，"首个非遗春节"关键词透过主持人的口播 传达到14亿人的耳朵里。美团平台上，春节假期前5日，"非遗体验"搜索量上升387%，"非遗手工"搜索量上升790%，"春节庙会"搜索量暴增633%。 事实上，消费者们并不是单纯地在追逐"非遗"的热点，而是在传统旅游场景下探求更多的体验，不少传统市场也因此有了新的玩法。 例如当酒店搭上"疗愈经济"的快车，温泉旅修、山谷旅修、运动旅修、山林旅修等主打放松疗愈的文旅项目便 ...

编辑 唐峥 校对 穆祥桐 知萌咨询机构创始人兼CEO肖明超解读，十年间，我国商业经历了从"高速增长"向"高质量增长"换挡， 中国消费者对本土文化与品牌的认同感持续升温，以"深度、精度、人心"为内核的价值时代正在开启。 对于2026年消费趋势，报告将"意义"与"价值"作为年度关键词，指出消费者不再满足于简单的购买行 为，而是不断追问"为什么而买"以及"买到了什么"。消费重心更聚焦于"小世界"与"悦己体验"，对消费 的意义追寻与价值认同将持续深化。 新京报讯（首席记者郭铁）知萌咨询机构近日发布《中国消费趋势十年变迁史》和《2026中国消费趋势 报告》，预测2026年十大消费趋势包括理感共生、品质精算、心灵游牧、日常高光、共感体验、在地潮 生、内行主义、健康调频、品牌共识、AI场景力。 报告指出，过去十年间，我国商业经历了从"消费升级"到"求真向实"的品质觉醒，中国消费完成了一场 从数量满足到品质信仰的深层迁移。健康、理性、自我、烟火、国牌等关键词，构成了这轮消费周期的 核心变量。消费者不再停留于物质层面的满足，而是在消费行为中探寻更优的体验和满足感。面对这样 的转变，商业世界的经验主义正在褪色，一切逻辑和价值都必 ...

米 好技之子 | 成就新汽车人 司法规范 名二维码 app I I 视 野 跨 实 战 界 国 际 / 撰 文 / 肖明超 张霖郁 推 设 计 / 师 超 大概在2021年前后，汽车行业的转型以及变革尚未清晰往哪儿变，当年有句话很流行，"新势力摸 着特斯拉过河，传统车企又摸着新势力过河"。 也正是这个时候，出现了大量的讨论，大家包括企业一把手纷纷思考：当汽车从传统的机械产品转 为智能电子产品时，品牌还有没有存在的必要？高端品牌是否还有可能存在？ "每一届金轩奖评审的时候，评委们都会因为这样的问题进行讨论。我想告诉大家的数据是，今天 品牌依然是人们做出消费考虑的重心，但我们要思考品牌向心力的塑造。"金轩奖评审团主席、知 萌咨询机构创始人兼CEO肖明超在第十一届金轩奖颁奖典礼上说。 今天的社会，消费已发生重要变化，这不仅是人口结构的变化，消费理念和消费结构都在发生变 化。 大家越来越关注的是必要性消费，满足家庭和自我充实的消费。未来消费者会越来越关怀自我，大 家对内在小世界的消费会持续升温。 品牌承载了生活方式、价值观和情感的表达，消费者不同群体在这几方面存在天然的差异。这正是 品牌产生意义的所在。 面对新时代， ...