什么才是2025消费的关键词？从中我们能洞穿哪些趋势？ 答案很犀利：我们不再为简单廉价和高端溢价而买单，更愿为可感的"价值"付费。 这10个关键词，或许就是过去一年中国消费者心态的真实底色。 NO.1 情绪价值 红极一时的Labubu告诉我们，大家买的不是玩具，是多巴胺。 2025年，消费从"功能属性"向"精神属性"大迁徙。能更好提供情绪价值的商品，一件潮玩、一张卡片，也能卖出"轻奢品"的价格。 NO.2 IP实体化 情绪需要载体，而当这个载体足够大时，它就会打破次元壁。黑神话悟空开线下店，哪吒电影带动城市旅游、长春动植物园火爆全网…… 2025年，IP不再局限于屏幕，变成了你可以走进的乐园、可以握在手中的周边。虚拟IP正在通过文旅和零售，在这个现实世界里疯狂"圈地"。 NO.3 质价比 从性价比到质价比，今天的消费者不再是单纯图便宜，而是要"好货低价"。 瑞幸用9块9咖啡暴打星巴克，徕芬用同样质感价格便宜10倍的吹风机抢占戴森市场。 大家不再盲目为品牌溢价买单，而是转向那些品质有保障、价格更划算的高质价比产品。 NO.4 安全感 2025，金价狂涨，大家反而越涨越买。 因为比起理财，黄金带来的那种"握在手里 ...

Core Insights - The EDC (Everyday Carry) market is experiencing significant growth, with transaction volume on Taobao surpassing 150 million, particularly among male consumers aged 18-24 [2] - The rise of EDC toys reflects broader trends in emotional value, IP materialization, male consumerism, and AI toys, indicating a shift towards tactile experiences and mechanical aesthetics [2] - During the 618 shopping festival, EDC category sales on Taobao increased by 250% year-on-year, driven by a strong male consumer base, with over 80% of users being male [2] Market Trends - The high-end EDC toy segment is growing, with products priced over 1500 yuan seeing a 112% increase during the 618 festival, highlighting a trend towards premiumization [3] - Material upgrades are evident, with zirconium and titanium alloys becoming mainstream choices for high-end EDC products, alongside advancements in 3D printing technology [3] - EDC toys are evolving beyond mere stress relief items to become expressions of individuality and culture, incorporating traditional designs and multifunctional features [3]

Group 1 - The core viewpoint is that "IP+AI" is driving transformative changes in the toy and trendy toy industry, with significant growth potential [2] - Emotional value, IP materialization, male economy, and AI+ are identified as new trends for the toy and trendy toy industry in the next five years [2] - The EDC toy segment experienced explosive growth on Taobao, with searches increasing by 532% and transactions rising by 345% year-on-year in 2024 [2] Group 2 - The transaction volume of derivative products on Taobao has exceeded 10 billion yuan in 2024, with a single popular item surpassing 40 million yuan in sales [3] - Taobao and Tmall have prioritized the toy and trendy toy categories since around 2017, with the trendy toy category being elevated to a primary category in 2021 [3] - The toy and trendy toy market share on Taobao and Tmall has surpassed 50%, with continuous high growth in GMV and user scale over the past five years [3]