今天分享的是：艺恩数据：2026年"情绪疗愈"消费市场趋势盘点报告 报告共计：31页 2026年"情绪疗愈"消费市场趋势总结 在快节奏、高压力的当代社会，情绪问题成为普遍现象，人们从"取悦他人"转向"关爱自我"，情绪疗愈从边缘话题跃升为消费新引擎，渗透到日常生活的各 个场景。 情绪疗愈市场的火热源于现代人多重压力与焦虑，2025年相关社媒声量持续走高，热度较去年增长17%。消费者对美好、治愈感等积极情绪的追求与对孤 独、压力等消极情绪的缓解需求，推动情绪经济持续扩张，年复合增长率达25.6%。超过半数年轻人愿意为情绪价值买单，消费动机集中在取悦自我、寻求 陪伴、缓解压力等，消费形式涵盖实物、体验、社交关系、数字消费等多元类型，日常、居家是主要疗愈场景，独处、睡前等成为潜力场景。 市场核心消费人群分为三类：占比42%的瞬时情绪逃脱者以18-28岁Z世代为主，偏好碎片化、低成本的轻解压方式，如盲盒、解压玩具等；占比33%的高压 续航者多为28-45岁职场中坚，追求高效、专业的疗愈方案，线香、冥想等是其偏好品类；占比25%的精神游牧者为25岁以上高敏感人群，倾向通过演唱 会、艺术展、宠物陪伴等深度体验实现精神共鸣与 ...

首月销售额突破50万。"过去，永康铁技是少数人才了解的非遗技艺。抖音电商不只是给了我们一条'卖 货'的路，更是在帮我们把'非遗'重新带回了日常生活。"一本堂电商负责人杜柏禹表示。报告显示，永 康非遗铁锅已成为抖音平台上最受欢迎的非遗商品之一，排名第7。 平台持续鼓励众多传统非遗商家适合现代生活的商品。例如，江苏常州梳篦技艺制作的木梳、江西景德 镇陶瓷技艺制作的筷子、福建仙游传统香制作技艺制作的线香等，都位列抖音用户最爱购买的非遗商品 榜单。抖音电商借助算法推荐，将这些传统非遗商品精准推送到感兴趣的年轻消费者面前，并通过短视 频和直播展示商品背后的文化故事、工艺细节和使用场景。 内容种草 为兴趣产业带商家带来消费升级的新群体 在抖音电商，消费者已经养成"看后买、搜后买、买后晒"的购物习惯。这种购物模式帮助宠物、玩具、 童装等升级型消费商家精准找到潜在消费者，从而推动销量增长。据报告，过去一年，户外种草视频带 动户外童装面料持续升级，其中三防面料童装销售额同比增长78%，动销货品同比增长超100%。 种草短视频和直播电商相结合，帮助商家与用户建立情感连接，从而提高转化率。扬爪Cocoyo，一家 来自安徽芜湖、专注 ...

过去一年，景德镇陶瓷的动销商品数同比增长535%，福建传统线香产业带商家数量增长128%。抖音电 商兴趣产业带非遗商家销售额同步增长219%。 值得一提的是，抖音电商兴趣产业带的发展还促进了县域经济和地方产业带的升级。报告显示，2025 年，抖音电商上销售额超过1亿元的兴趣产业带共有491个，其中108个来自县城，县域兴趣产业带贡献 了1/4的销售额。 12月23日，抖音电商发布了《抖音电商2025年兴趣产业带数据报告》（以下简称"报告"）。报告显示， 抖音电商兴趣产业带超过23500个，其中过去一年订单量超亿的有9个，成交额同比增长近千亿。兴趣产 业带是平台上贡献增量最多的商家群体。 据了解，过去一年，全国各地超过6000个县域兴趣产业带加入抖音电商，超过9800家商家销售额从0增 长到百万，超过200家商家销售额从百万增长到亿元。其中，涌现了超过9200个新锐品牌，近1300个新 锐品牌的成交额同比增长超过285%。 例如铸铁技艺百年非遗品牌"一本堂"，其线下实体店曾接连停业。2024年，一本堂开设了现代化工厂， 运用氧化、氮化技术对传统铸铁锅进行改造，解决了易生锈、难保养的问题，并推出了0涂层铸铁锅。 ...

Core Insights - The "2025 China Chingmai International Economic and Trade Fair" successfully hosted the "Chingmai Fragrance World" international agarwood industry promotion event, achieving nine international cooperation agreements, unveiling three major industrial platforms, and launching the first national agarwood price index [1] Group 1: Industry Development - The establishment of three platforms: Hainan Health Management Vocational College Agarwood Industry College, "China Agarwood Town" Industry Alliance, and Hainan International Agarwood Industry Research Institute, aims to create an integrated ecosystem of production, education, research, and application [1] - The first national agarwood cultural and creative design competition showcased results, making agarwood culture more tangible and shareable [1] - The "Agarwood Going Global Service System" in Chengmai County has shown initial success, with a design plan by designer Fang Jingfeng from the Forbidden City confirmed for implementation [1] Group 2: Economic Impact - The event is expected to create 2,000 new jobs through agreements signed between various towns and Hainan Fuyin Agarwood Group [1] - The "China Agarwood Price Index Operation Report" was released, providing authoritative data support for industry development by monitoring market prices of three core categories: incense sticks, bracelets, and essential oils [1] - The global first agarwood international trading center in Chengmai has made substantial progress in its construction, with top-level design completed [2] Group 3: Market Potential - The national first digital trading platform for agarwood, developed by Zhejiang Oracle Company, will connect with Southeast Asian markets through the Hainan International Commodity Trading Center, aiming for an annual transaction volume exceeding 1 billion yuan [2]

Core Insights - The article discusses the rise of "mysticism" consumption among young people in China, highlighting its dual nature as both a source of comfort and a potential scam [1][24][42] - A report indicates that 60% of surveyed users have an annual budget for mysticism consumption of less than 500 yuan, while 20% spend over 1,000 yuan [1] - The popularity of mysticism-related topics on platforms like Xiaohongshu (Little Red Book) has surged, with views exceeding 15.9 billion [1][24] Group 1: Consumer Behavior - Young people are increasingly turning to mysticism for a sense of certainty and control in an uncertain world, often spending significant amounts on services and products [1][35] - The demographic of mysticism consumers is predominantly female, accounting for 77.5%, with a significant portion being post-90s and post-00s [23][24] - The article notes that many young consumers are motivated by stress, anxiety, and a desire for emotional relief, leading to impulsive spending on mysticism [40][41] Group 2: Market Dynamics - The mysticism market has seen a dramatic increase in sales, with certain products like "energy crystals" being sold at prices 20-50 times higher than their actual cost [24][42] - Xiaohongshu has become a breeding ground for mysticism-related scams, with many users falling victim to fraudulent "masters" promising to solve personal issues [1][25] - The article highlights the emergence of a high-margin "soft superstition" industry, where low-cost items are marketed as powerful mystical tools [24][42] Group 3: Scams and Fraud - The case of a young woman named "Tian Tian" illustrates the dangers of mysticism scams, where she lost 381,700 yuan to a fraudulent "master" [10][12][44] - Many scams are perpetuated through social media platforms, where users are lured in by testimonials and promises of miraculous results [1][25] - The article emphasizes the need for consumers to be cautious and to document interactions with suspected fraudsters to protect themselves [42][44] Group 4: Industry Players - The article notes that even highly educated individuals are entering the mysticism field, often leveraging their backgrounds to market services [26][27] - Training programs for aspiring "masters" are proliferating, creating a cycle of exploitation where new practitioners are encouraged to find their own clients [28] - The global spiritual consumption market is projected to grow significantly, indicating a broader trend beyond just the Chinese market [34]

Core Viewpoint - The article discusses the emergence of a new funeral service brand, "归丛," which aims to modernize and beautify the funeral experience, making it more accessible and less stigmatized in society [5][30][42]. Group 1: Brand Overview - "归丛" was established in 2023 and gained attention for its aesthetically designed urns and paper offerings, creating a unique purchasing experience [5][6]. - The first physical store is located in Beijing's bustling Sanlitun area, contrasting with traditional funeral homes that are often hidden and somber [6][14]. - The store features a bright and open design, with areas dedicated to unique paper offerings, reading corners, and collaboration products for memorializing loved ones [8][12][16]. Group 2: Customer Engagement - Since its soft opening on June 2, the store has attracted around 30 visitors daily, increasing to 50-100 on weekends, with many being curious passersby [14]. - The store includes spaces like "天堂邮局" for writing letters to deceased loved ones and "情绪氧舱" for emotional release, indicating a focus on emotional support [16][20]. - Customers have expressed surprise and appreciation for the store's offerings, with some sharing their experiences on social media [14][20]. Group 3: Market Positioning - The choice of location in a vibrant commercial area aims to challenge the stigma surrounding funeral services, promoting a more open discussion about death [21][25]. - The brand seeks to provide personalized and meaningful funeral services, moving away from the traditional, impersonal approaches [30][34]. - The article highlights the changing landscape of the funeral industry, with increasing demand for personalized services as societal attitudes evolve [42][46]. Group 4: Future Outlook - The article notes that by 2030, the funeral industry is expected to undergo significant changes, driven by a new generation's preferences for aesthetics, quality, and emotional warmth in services [46]. - "归丛" plans to expand its offerings, including 100 non-standard funerals, to cater to diverse customer needs and preferences [42][46]. - The brand's approach reflects a broader trend towards individualization in the funeral industry, aligning with changing consumer expectations [42][46].

Core Viewpoint - The article highlights the emergence of a new entrepreneurial group in Yiwu, known as "Wu Piao," primarily composed of Generation Z individuals who are actively contributing to the Yiwu China Commodity Index through practical business endeavors [3][4]. Group 1: Entrepreneurial Spirit in Yiwu - Yiwu has become a hub for young entrepreneurs, with many seeking to start their own businesses, explore e-commerce on social media platforms, or engage in cross-border trade [4][6]. - The entrepreneurial culture in Yiwu is deeply rooted, with many young people having familial ties to the local market, which fosters a natural inclination towards business from a young age [11][12]. - The city has seen a significant increase in entrepreneurial activity, with Yiwu becoming the first county-level city in Zhejiang to surpass 1 million market entities by 2023 [26]. Group 2: The Role of Live Streaming and E-commerce - Live streaming has emerged as a popular and accessible business model for new entrepreneurs in Yiwu, allowing them to sell products directly from stores without the need for inventory [17][19]. - The article notes that many young people initially attracted to live streaming have since left the industry, indicating a high turnover rate among new entrants [22]. - Successful live streaming can lead to substantial income, with one participant reportedly earning 1 million yuan through e-commerce [17]. Group 3: Community and Support Systems - The article emphasizes the importance of community support, with many young entrepreneurs forming groups to share knowledge and resources, such as the "study tour groups" organized by local entrepreneurs [24][26]. - There is a notable presence of women in the entrepreneurial landscape of Yiwu, with many female business owners actively engaging in learning and adapting to new technologies [26][27]. - The cultural ethos of Yiwu encourages a proactive approach to business, where individuals focus on practical solutions rather than academic credentials [29].

Group 1 - The core theme of the intangible cultural heritage (ICH) promotion activities is "Integrating into Modern Life - ICH is Youthful" [1] - A series of vibrant ICH promotional events were held in Henan Province, showcasing the vitality of ICH in modern life [1] - The main event took place in the ancient city of Junxian, featuring various ICH projects from different cities, providing an immersive cultural experience for visitors [1][2] Group 2 - The event included performances such as lion dance, which received enthusiastic responses from the audience, highlighting the engagement of younger generations with ICH [1] - ICH serves as a key to unlock nostalgia and a warm connection for modern individuals seeking their spiritual roots [1] - Various local events across Henan showcased ICH through diverse forms, including performances and hands-on experiences, enhancing public interest [2] Group 3 - Experts emphasize the importance of ICH aligning with contemporary lifestyles, aesthetic preferences, and practical needs to truly integrate into modern life [3]

Core Points - The 20th Straits Tourism Expo and the 2025 10th China (Xiamen) International Leisure Tourism Expo opened in Xiamen, showcasing significant influence in the tourism industry across the Taiwan Strait [1][2] - The expo features participation from Taiwanese tourism organizations, focusing on various aspects such as sightseeing, leisure, cultural creativity, and food [1] - The event aims to enhance communication and collaboration among tourism businesses, exploring new strategies for industry growth [2] Group 1 - The Straits Tourism Expo is the only major tourism exhibition in mainland China targeting the tourism industry across the Taiwan Strait [1] - Taiwanese exhibitors are presenting original brand products, including cultural creative items, to attract attention from younger audiences [1] - The expo includes a variety of innovative products from Kinmen, such as Kinmen sorghum liquor and unique local snacks, aiming to boost tourism from Fujian [1] Group 2 - The expo will last for three days and will host professional exchange activities, including the 2025 China (Xiamen) Leisure Tourism Conference and one-on-one buyer-seller meetings [2] - These activities are designed to foster discussions on new ideas and pathways for promoting the prosperity of the tourism industry [2]