Investment Rating - The report does not explicitly provide an investment rating for the industry or company Core Insights - Young consumers have entered an "intellectually boiling" consumption era, where consumption is both a rational decision-making process and an emotional vote for identity and self-construction [5] - The consumption trends present three major themes and eight boiling points: Cyber Co-creation, Anti-establishment Co-creation, and Self-settlement [6][9] - Bilibili serves as a critical arena for brands to co-create with young consumers, shifting from one-way communication to two-way co-creation [7] Summary by Sections Research Background Assessment - The research was conducted by Bilibili in collaboration with CTR, involving a sample size of 4,056 young users and 60 advertisers, reflecting the consumption trends of 2025 [3] - Bilibili has 376 million monthly active users, establishing its authority in the young consumer market [3] Scope and Boundaries Confirmation - The report covers various consumer categories including digital 3C, home appliances, beauty and skincare, food and beverages, automotive, outdoor sports, and cultural entertainment [4] - It focuses on the young consumer group aged 18-35 on the Bilibili platform, emphasizing their high engagement and strong content-driven identity [4] Key Data Capture and Presentation - 90.4% of young consumers believe that a brand's sincerity and ability to engage in equal dialogue influence their purchasing decisions [12] - 82.8% of young consumers prefer domestic products, with design aesthetics being the primary driver for 50.2% of them [12] - 90.5% of young consumers view consumption as an investment in themselves, with over half spending more than 25% of their expenses on this [12]