Core Insights - The report from the consumption platform "What Worth Buying" indicates that this year's New Year consumption is showcasing unprecedented diversity and personalization, with consumers making autonomous decisions based on personal preferences and lifestyles, fulfilling both practical needs and emotional significance [1] Group 1: Consumer Trends - The New Year period is traditionally a key time for consumers to upgrade large appliances such as electronics and home appliances, with the new round of national subsidy policies boosting digital and appliance consumption [1] - During the New Year shopping festival (January 15 to 25), the GMV related to national subsidies increased by 36.43% year-on-year, with refrigerators and air conditioners being the most benefited categories [1] - The dining experience for the New Year is becoming richer, blending traditional flavors with global delicacies, as evidenced by the significant year-on-year GMV growth of specific food items like Xizhou honey Hami melon (215.76%), Dandong strawberries (87.43%), and Yunnan blueberries (23.34%) [1] Group 2: Shifts in Consumption Logic - In the beverage sector, consumer preferences are shifting towards healthier options, with keywords such as sugar-free, high-calcium, low-fat, and high-protein becoming prominent, indicating a move from abundance to quality in food choices [1] - Pet-related consumption has reached new heights during the New Year shopping festival, with GMV for pet clothing, grooming, and toys increasing by 115.60%, 40.35%, and 18.51% year-on-year, respectively [2] - The extended Spring Festival holiday has led to a shift in consumer behavior, with more families opting for travel instead of traditional home celebrations, resulting in significant year-on-year GMV growth for flights (39.28%) and hotels (11.78%) [2] Group 3: Evolving Consumer Behavior - The head of the e-commerce operations center at "What Worth Buying" noted that current New Year consumption reflects unprecedented diversity, moving away from traditional norms to individual expressions of celebration [3] - The transformation from collective rituals to individual expressions in New Year consumption is not a dissolution of traditional customs but rather a natural extension of the holiday's meaning in contemporary life, with personal interests driving a profound change in the reasons behind purchases [3]