运动健康品类整体小幅增长，销售额达806亿元。户外人群部分转向室内，球类成为新风潮，羽毛球仍是第一球类运动，但台球增长迅猛带来威胁，壁球等 小众球类潜力凸显。室内运动中瑜伽拉动行业增长，小型健身器材和微电流穿戴健身仪受关注；户外领域露营再度抬头，登山相关品类增速显著，而单车市 场遇冷。 报告聚焦运动健康、娱乐收藏、创造艺术、生活美食四大兴趣品类，基于2025年前三季度电商消费数据，系统剖析各品类的消费趋势与类目表现，展现主流 消费群体对兴趣消费的热情持续高涨的态势。 2025年前三季度，兴趣品类电商消费总额达3852亿元，较上年同期的3509亿元实现超10%的增速，四大品类占比差异明显，其中生活美食占比最高，娱乐收 藏、创造艺术、运动健康依次跟进。消费者不仅享受兴趣本身，更热衷于将兴趣输出为个人内容，形成独特的兴趣消费新风尚。 娱乐收藏品类增速最快，销售额达518亿元，同比增长超25%。潮玩盲盒卡牌类一骑绝尘，艺术家潮玩、成年向潮玩等细分赛道表现突出，EDC玩具成为新 兴利基赛道。三坑品类中洛丽塔价量双增，甜美系风格占主流，日常系偏好渐长，展现出日常化趋势；漫游周边中动漫周边类目增长43%，消费活力强劲。 四 ...

Core Insights - The rise of "bead art" in Changsha reflects a growing trend among young people seeking low-cost, easy-to-learn, and nostalgic DIY activities [1][7] - Bead art originated in Europe as an educational toy for children, but has now gained popularity among adults as a stress-relief activity [1][8] Industry Trends - The DIY bead art market has seen significant sales, with some stores reporting over 3,000 sales of single-person packages [6] - Online platforms like Xiaohongshu have recorded 1.77 billion views and over 6.8 million discussions related to bead art, indicating a strong community interest [6] Consumer Behavior - Adult consumers are increasingly engaging in bead art, often finding it more enjoyable than children, as it provides a sense of accomplishment and relaxation [7][8] - The affordability and ease of creating personalized items, such as fan merchandise, contribute to the appeal of bead art among consumers [7] Market Dynamics - The popularity of bead art is driven by the "fan economy" and the influence of "ACG" (Anime, Comic, and Games) culture, allowing for the creation of cost-effective, personalized merchandise [7] - Bead art's nostalgic appeal and alignment with contemporary aesthetic preferences help maintain its long-term attractiveness in the DIY market [8]