Core Insights - The report by QuestMobile indicates that by October 2025, the monthly active user base of post-00s on Taobao is expected to reach 155 million, reflecting a year-on-year growth of 11.6%, significantly outpacing other e-commerce apps [1] - The overall monthly active user count for post-00s across the mobile internet is projected to hit 179 million, with a year-on-year increase of 10.1%, representing 14% of all internet users [3] User Engagement and Consumption Trends - Post-00s exhibit a high level of internet engagement, with an average monthly usage time of 217.6 hours and 3,296.7 sessions, both showing increases of 3.7% and 4% respectively compared to the previous year [3] - The willingness to consume among post-00s remains stable, with nearly 95% falling into the high willingness and capability categories, primarily spending between 1,000 to 2,999 yuan, indicating strong consumption potential and a mature consumption structure [3] Interest and Consumption Characteristics - Post-00s show significant interest in sharing, food, and anime/culture, with their e-commerce consumption extending beyond mere shopping to include cyclical and emotional spending [5] - The demand for IP-linked products in the gold jewelry sector has surged, with numerous brands launching thousands of new IP collaboration products on Tmall, driven by the purchasing power of the post-95 and post-00 demographics [5] - The "Guzi economy" is identified as a key driver for post-00s, particularly in the areas of trendy toys and IP culture, with substantial growth in sales during events like Double 11, where over 300,000 new toy products were released [5] Platform-Specific Insights - On the Xianyu platform, there has been explosive growth in both the Guzi and trendy toy markets, with the trading volume for Guzi reaching a historical high and a 167% increase in sales for national style Guzi [5] - The second quarter saw a more than 300% increase in trendy toy trading volume, with a 43.4% year-on-year growth in the number of monthly consumers, and an average spending of 218 yuan per transaction [5]

Core Insights - The article discusses the consumption insights of the "post-00s" demographic, highlighting their significant engagement with mobile internet and digital platforms, which reflects their strong digital consumption power [11][12]. Group 1: User Demographics and Engagement - As of October 2025, the "post-00s" user base reached 179 million, accounting for 14% of the total internet user population, with a notable urbanization rate across various city tiers [12][20]. - This demographic exhibits high engagement levels, with an average monthly usage time of 217.6 hours and 3,296.7 interactions, surpassing the average internet user by 18.7% and 24.0% respectively [14][18]. Group 2: Consumption Preferences - The "post-00s" show a strong preference for mobile video, social media, and gaming, with mobile video usage accounting for 37.1% of their total engagement, reflecting a 1.3 percentage point increase year-on-year [18][22]. - Their interests are characterized by a focus on social interaction, entertainment experiences, and rapid technology adoption, with a 20.1% year-on-year increase in engagement with AIGC (AI-Generated Content) [22][24]. Group 3: E-commerce and Spending Power - The online consumption willingness of the "post-00s" remains stable, with a significant portion (over 90%) showing medium to high spending intentions, particularly in the 1,000-2,999 yuan range [24][36]. - Major e-commerce platforms like Taobao, JD, and Pinduoduo have over 100 million monthly active users from this demographic, indicating robust growth in online shopping habits [36]. Group 4: Gaming and Entertainment - The gaming preferences of the "post-00s" are concentrated in MOBA, strategy, and shooting games, with popular titles like "Honor of Kings" and "Happy Candies" leading in user engagement [31][33]. - This demographic is also deeply engaged in esports, with significant viewership during major events, such as the LPL and KPL, showcasing their strong interest in competitive gaming [33]. Group 5: Emerging Trends and Innovations - The "post-00s" are driving trends in emotional consumption, seeking both personal fulfillment and social capital through experiences like live events and community engagement [46][50]. - There is a growing interest in niche markets such as pet care and collectible toys, with platforms like Pop Mart seeing substantial user engagement from this demographic [52][56].

Group 1 - The core viewpoint of the articles highlights the significant growth of Pop Mart, particularly its The Monsters series, which achieved sales exceeding 3.04 billion yuan in 2024, marking a year-on-year increase of 726.6% and surpassing the MOLLY series to become the most profitable IP for the company [1][5][19] - The recent surge in new consumption trends is attributed to the Z generation (born between 1995 and 2009), who represent 19% of China's population but account for 40% of total consumption power, indicating a strong willingness to spend on non-essential items like collectibles [5][19] - The consumption behavior of the Z generation reflects a shift towards emotional and social value, prioritizing identity and belonging over traditional material needs, which has led to a rise in products that cater to these desires, such as blind boxes and trendy toys [4][9][10] Group 2 - The Z generation's average disposable income reached 3,501 yuan in 2020, significantly higher than the national average of 2,682 yuan, enabling them to spend more on personal interests and emotional fulfillment [5][6] - The articles discuss the emergence of a "circle culture" among the Z generation, where purchasing items like blind boxes serves as a ticket to join specific social groups, enhancing their sense of belonging and identity [11][19] - Pop Mart's high gross margin of 63.9% in mainland China, along with the popularity of its products in the second-hand market, demonstrates the brand's ability to create high-value items that resonate with consumers' emotional and social needs [15][19]