Core Viewpoint - The article discusses the evolving landscape of consumer behavior in China, highlighting the coexistence of emotional and rational consumption trends, and the implications for investment opportunities in the market [5][22]. Group 1: Consumer Trends - Despite perceptions of a cooling consumer market, data shows that final consumption expenditure contributed 53.5% to economic growth in the first three quarters of 2025, an increase of 9 percentage points from 2024 [6]. - Social retail sales grew by 4.0% year-on-year in the first 11 months of this year, surpassing the 3.5% growth expected for the entire year of 2024 [6]. - A McKinsey survey indicates that the expected share of domestic consumption in disposable income for 2025 is stable at 0.0%, a significant improvement from the previous year's expectation of -0.5% [9]. Group 2: Emotional and Rational Consumption - The article identifies two main trends in consumer behavior: emotional consumption, which focuses on personal satisfaction and identity, and rational consumption, which emphasizes quality and cost-effectiveness [13]. - A Nielsen IQ report reveals that 47% of respondents in China purchased only essential items to avoid waste, while 68% were willing to spend more on products that help relieve stress [13]. - The rise of the second-hand economy is noted, with platforms like Xianyu seeing a daily average of 7 million items listed, reflecting a growing acceptance of "recycling consumption" among young consumers [14]. Group 3: Future Consumption Landscape - The emotional economy in China is projected to reach a market size of 2.3 trillion yuan in 2024, with expectations to exceed 4.5 trillion yuan by 2029 [15]. - The article suggests that the health and wellness industry, as well as the pet economy, will benefit from shifting consumer spending towards self-investment and emotional fulfillment [20]. - The emergence of AI-driven emotional technology and virtual consumption is anticipated to create new market opportunities, as consumers increasingly seek personalized emotional experiences [21].

"买你的白酒去吧，老登。" 国盛证券分析师的这句话，几乎总结了过去一年的消费行业——当AI、创新药成为小登最爱，消费， 似乎被扫进了故纸堆。 今年前11个月，社会消费品零售总额同比增长4.0%，超过2024年全年3.5%的水平。 这样的数据背后有另一个有意思的数据支撑。 那就是根据麦肯锡的调查，2025年国内消费占可支配收入比重为预期是+0.0%，尽管只是保持不变，但 在去年的调查中，这一预期是-0.5%。 在飞天茅台价格一度跌破1500，泡泡玛特却被黄牛炒至上千元的这一年，消费，彻底变了。 01 过去两年，大家似乎在从各种方面论证，消费不行了。 消费降级、餐饮遇冷，商场没人逛了。 但，作为社会增长的重要引擎，消费显然没有消失。 国家统计局数据显示，2025年前三季度，最终消费支出对经济增长的贡献率达到53.5%，相比2024年全 年提升9个百分点。 尽管普遍认为消费冷清，但今年的消费需求增长总体趋稳。 这意味着，尽管消费者对2025年"家庭平均可支配收入"的增长预期降低了1.1个百分点到1.4%，但是， 起码消费者没有继续缩减自己的消费。 这样的情绪转变背后，一方面是政策持续发力。 今年前11个月，消费品以 ...

Core Insights - The article highlights eight sectors that are thriving despite the economic downturn, suggesting that wealth opportunities can be found in unexpected areas. Group 1: Second-Hand Economy - The second-hand economy is rapidly growing, with sales of items like light bottles reaching 150 billion yuan. Some individuals are successfully refurbishing old furniture and selling it at a 30% premium, while others are specializing in cleaning and reselling baby and digital products at an 80% markup [1]. Group 2: Emotional Value and Affordable Entertainment - Under pressure, consumers are willing to spend on affordable entertainment, with the 2025 Spring Festival box office expected to reach 7 billion yuan. The game "Black Myth: Wukong" sold 4.5 million copies in three months, generating over 1.5 billion yuan in revenue. Short dramas and gaming services are also seeing increased demand [3]. Group 3: Value of Affordable Consumption - The trend of affordable consumption is on the rise, with sales of low-cost food items like pickled vegetables and instant noodles soaring, and pickled vegetables seeing a price increase of 40%. Community group buying has surpassed 30 million daily orders, and discount snack stores are proliferating, with brands like Haitegou reporting annual revenue growth of 200% [5]. Group 4: Skills Exchange and Vocational Education - In tough economic times, there is a growing demand for skill enhancement, with orders for courses in Python programming and CAD design increasing by 230%. A former delivery worker has successfully launched a course on optimizing delivery routes, selling over 5,000 units at 298 yuan each [7]. Group 5: Silver Economy - The silver economy is emerging as a significant market, with over 300 million people aged 60 and above in China. New professions such as bathing assistants and elderly capability assessors are developing, with service fees ranging from 200 to 800 yuan per session [5]. Group 6: Repair Services - The demand for repair services has surged during the economic downturn, with a growth rate of up to 82%. High-margin repair projects, such as mobile phone screen repairs, can yield profit margins exceeding 60% [8]. Group 7: Domestic Substitution - The trend of domestic substitution is becoming essential, with companies like SMIC increasing production capacity and WPS software gaining 500 million users, growing at 30% annually. There are opportunities for service providers to teach users about domestic software [10]. Group 8: Green Economy - The green economy is witnessing new opportunities under the dual carbon goals, with significant growth in sectors like photovoltaics and energy storage. The number of buyers for new energy charging piles has increased by 2.5 times, with transaction volumes rising by 184% [13].

Group 1 - The core idea is that despite a perceived economic downturn, certain industries are thriving and generating significant profits, particularly in Japan and China [2][3][29] - The concept of a "low-desire society" does not equate to a lack of opportunities; instead, it presents unique business prospects [3][29] - Consumption patterns are shifting, with a focus on second-hand markets and affordable luxury items, indicating a migration of demand [4][5][6][7][8] Group 2 - The second-hand economy is booming, with platforms like Xianyu and Zhuanzhuan seeing substantial growth in user activity and transaction volume [8][9] - The pet economy is flourishing, with brands like Inaba in Japan and Guobao in China experiencing strong sales, reflecting a shift in spending priorities towards pet care [10][11][12] - The adult care market is expanding, particularly in China, with products like adult diapers showing significant growth potential [13][14][15] Group 3 - Health food and beverage sectors are rising due to changing demographics and increased health awareness, with brands like Dongfang Shuye and Jianchun gaining traction [17][18][19] - The beauty and personal care market is thriving, with products like Ulike hair removal devices achieving substantial sales [20] - Outdoor and leisure products are seeing increased demand, with brands like Kailas and Camel experiencing rapid sales growth [21] Group 4 - The emotional economy is gaining traction, with brands like Labubu and Rio catering to consumers seeking comfort and enjoyment [22][23] - The convenience economy is on the rise, with frozen food brands and smart home appliances addressing the needs of younger generations who prioritize time-saving solutions [25][26][27][28] - The overall trend indicates that in a low-desire market, time-saving innovations may hold more commercial value than cost-saving measures [28][29]

Core Insights - The article emphasizes that despite the prevailing narrative of economic hardship, certain industries are thriving and generating substantial profits, particularly in the context of Japan's "lost 30 years" and its implications for China [3][4]. Group 1: Emerging Opportunities - The concept of a "low-desire society" does not equate to a lack of opportunities; instead, it presents new avenues for business growth [4]. - Consumer behavior is shifting towards second-hand markets, with significant growth in platforms like Xianyu and Zhuanzhuan, indicating a rising demand for second-hand goods [6][9]. - The pet economy is booming, with brands like Guobao and Zhongchong seeing strong sales as consumers prioritize spending on pets over traditional family structures [11][12][15]. - The adult care market is expanding, particularly in China, where products like adult diapers are expected to see significant growth due to an aging population [16][18]. - The beauty and wellness sectors are thriving, with products like collagen supplements and at-home beauty devices gaining popularity, reflecting a continued consumer focus on aesthetics [23]. - Outdoor and leisure activities are on the rise, with brands in camping and outdoor gear experiencing increased sales as consumers seek experiences over material possessions [24][30]. - The emotional economy is gaining traction, with products that provide comfort and joy, such as low-alcohol beverages, becoming increasingly popular [25][26]. - The "lazy economy" is emerging, driven by younger generations who prefer convenience, leading to growth in frozen food and smart home appliances [29][31]. Group 2: Market Trends and Strategies - The article suggests that the current economic climate, often viewed as a "winter," actually presents opportunities for those willing to invest in counter-cyclical sectors [33]. - The upcoming event, "Black Horse Consumption Rise," aims to provide insights into how Japanese and Chinese companies can thrive in a stock market era through product innovation and brand expansion [34][39]. - The importance of understanding consumer needs and market segmentation is highlighted, with successful companies focusing on niche markets and innovative product offerings [42]. - The article discusses the significance of global branding and the need for Chinese companies to build trust in international markets through effective storytelling and cultural adaptation [43][49].