今天分享的是：电商运营："情绪疗愈"消费市场趋势盘点 报告共计：31页 在快节奏、高压力的当代社会，情绪问题已成为普遍性时代症候，"情绪疗愈"消费市场随之崛起，2025年"爱你老己"话题刷屏标志着消费者从"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。数据显示，2025年情绪疗愈相关社媒声量较2024年增长17%，全年声量峰值超4500万，互动量达8 亿次，情绪经济市场年复合增长率25.6%，2022-2029年中国市场规模预计2029年突破4万亿元，全球疗愈经济年增10%，2025年有望达7万亿美元。当代人压 力来源多元，孤独、压力、焦虑等消极情绪占比显著，治愈感、陪伴、安全感成为主要渴望的积极情绪，56.3%的年轻人愿为情绪价值买单，消费动机包括 取悦自我、寻求陪伴、缓解压力等，实物消费（香薰、解压玩具）、体验消费（演唱会、冥想）、社交关系消费（陪玩）、数字消费（数字宠物）为四大主 流类型。市场核心消费群体分为三类：18-28岁的瞬时情绪逃脱者，偏好低成本、社交化产品如盲盒，追求即时情绪安抚；28-45岁的高压续航者，倾向线 香、冥想等高效、专业化产品，以维持身心稳态；25岁以上的精神 ...

Core Viewpoint - The recent revision of mandatory national standards for toy safety in China aims to enhance product quality and consumer safety, addressing concerns over harmful substances in toys and ensuring compliance with stricter safety regulations [1][2]. Group 1: Industry Overview - China is a major player in the toy industry, both as a producer and consumer, with projected retail sales exceeding 100 billion yuan by 2025 [1]. - The toy industry is experiencing growth in scale and product variety, but the presence of substandard toys poses risks to consumers [1]. Group 2: Changes in Mandatory Standards - The revised standards introduce new limits on ten harmful substances, including formaldehyde and volatile organic compounds, significantly expanding the scope of chemical safety [2][3]. - New technical requirements for specific toy categories, such as flame-retardant properties for masks and other headwear, have been added to enhance physical safety [2]. - The standards now require stricter limits on phthalates and boron content in toys, particularly for popular items like "squishy" toys and "crystal mud" [3]. Group 3: Regulatory Actions - The National Market Supervision Administration plans to strengthen oversight of emerging toy products, focusing on areas with high consumer concern, such as magnetic beads and "blind box" toys [3]. - Continuous efforts will be made to improve the safety of children's and students' products through a three-year action plan [3].

Core Viewpoint - The article discusses the recent updates to China's mandatory toy safety standards, highlighting the need for improved safety measures in the toy industry to protect children from harmful substances and ensure product quality [1][2]. Group 1: Industry Overview - China is a major player in the toy industry, both in production and consumption, with the domestic toy retail market expected to exceed 100 billion yuan in 2025 [1]. - The toy industry is experiencing growth in scale and diversity, but the emergence of substandard toys poses significant risks to consumer safety [1]. Group 2: Regulatory Changes - The Ministry of Industry and Information Technology has revised four mandatory national standards (GB 6675.1 to GB 6675.4) for toy safety, which have been approved by the State Administration for Market Regulation [1][2]. - New standards include limits on ten harmful substances, such as formaldehyde and volatile organic compounds, to enhance the safety of toys [2]. - Specific technical requirements have been added for new product categories, including flame-retardant properties for headwear toys and safety measures for soft toys [2]. Group 3: Specific Safety Measures - The revised standards set a formaldehyde limit of 30 mg/kg for toys intended for children under 36 months and introduce a limit of 0.5 mg/m³ for total volatile organic compounds, filling a gap in both domestic and international toy safety standards [2]. - The number of phthalate types regulated has increased from six to ten, addressing concerns over plasticizers' impact on children's health [2]. - The limit for boron content in "slime" and similar toys is set at 300 mg/kg to mitigate potential risks [2]. Group 4: Ongoing Oversight - The State Administration for Market Regulation will continue to enhance supervision of children's products, focusing on popular items like magnetic beads and "blind box" toys, to ensure quality and safety [3].

Core Viewpoint - The recent revisions to China's mandatory national standards for toy safety aim to enhance consumer protection and ensure the safety of toys for children, addressing concerns over harmful substances and improving overall product quality [1][2]. Group 1: Regulatory Changes - The Ministry of Industry and Information Technology has revised four mandatory national standards (GB 6675.1 to GB 6675.4) for toy safety, which have been approved by the State Administration for Market Regulation [1]. - New standards have been introduced to cover ten categories of harmful substances, including formaldehyde and volatile organic compounds, significantly increasing the scope of chemical safety requirements for toys [1][2]. Group 2: Specific Safety Requirements - The revised standards include new technical requirements for toys such as flame-retardant properties for headwear toys and specific testing methods for soft toys and play tents, enhancing fire safety [2]. - For popular toys like "squishy" and "crystal mud," the limits for harmful substances have been optimized, including a formaldehyde limit of 30 mg/kg for toys intended for children under 36 months [2]. Group 3: Ongoing Monitoring and Enforcement - The State Administration for Market Regulation will continue to implement a three-year action plan focused on the safety of children's and student products, targeting emerging products like magnetic beads and "blind box" toys for enhanced regulatory oversight [3].

Core Insights - The report highlights the emergence of the "Childish Economy" as a mainstream emotional consumption trend, where adults engage in playful consumption to counteract real-life uncertainties and achieve emotional satisfaction. The social media volume related to this trend is projected to grow by 26% in 2025 compared to the previous year [1][4][12]. Group 1: Characteristics of the "Childish Economy" - The "Childish Economy" is defined as a psychological compensation mechanism for young people in fast-paced lifestyles, where they consciously consume nostalgic and joyful items to alleviate past regrets and current pressures [7][12]. - Three main consumer groups are identified: - "Circle Followers," primarily Gen Z, who build social identities through symbolic consumption and seek community belonging [4][17]. - "Pressure Experience Seekers," mainly urban white-collar workers and students, who use immersive experiences like building blocks and miniature models for instant stress relief [4][17]. - "Compensatory Healers," typically middle-aged individuals, who consume nostalgic toys and retro snacks to heal childhood emotional gaps [4][17]. Group 2: Social Media Marketing Insights - Social media platforms exhibit distinct characteristics in marketing the "Childish Economy": - Xiaohongshu focuses on community resonance and lifestyle promotion, with strong engagement in narrative and DIY tutorial content [1][4]. - Douyin emphasizes resonant storytelling and immersive content, with unboxing videos and creative short dramas gaining significant traction [1][4]. - Brands leverage IP collaborations, celebrity endorsements, and immersive experiences to connect with consumers, making emotional value and contextual presentation central to marketing strategies [1][4]. Group 3: Popular Product Categories - Popular product categories within the "Childish Economy" include blind boxes, cotton dolls, trendy toys, and stress-relief items, characterized by dopamine-inducing colors, miniaturization, and soft textures [1][11][14]. - Consumers seek emotional values such as surprise, companionship, and healing through these products, with a notable interest in items like electronic pets and nostalgic snacks [11][12][14].

Core Insights - The "Childish Economy" has evolved from fragmented discussions on social media into a significant consumer and cultural trend, characterized by adults consuming childlike products to cope with real-life uncertainties, with a year-on-year growth of 26% in popularity [1][4][12] - This trend is driven by psychological compensation needs among young people in high-pressure, fast-paced lifestyles, focusing on emotional values such as healing, surprise, and companionship [1][4][12] Consumer Segmentation - The core consumer groups are categorized into three types: - "Circle Followers" (44.4%): Primarily Gen Z, they build social identities through symbolic consumption, seeking community recognition [1][4][17] - "Pressure Experience Seekers" (36.2%): Mostly urban white-collar workers and students, they use immersive experiences like building blocks and ASMR for immediate stress relief [1][4][17] - "Compensatory Healers" (19.4%): Mainly middle-aged individuals, they purchase nostalgic toys and retro snacks to fill emotional voids, with AI companionship toys seeing a 564% increase in popularity [1][4][17] Social Media Marketing Insights - Social media platforms exhibit distinct characteristics in marketing the "Childish Economy": - Xiaohongshu (Little Red Book) shows a 73.2% increase in commercial ad volume and a 52.2% increase in ad spending, focusing on community resonance and lifestyle presentation [1][4][11] - Douyin (TikTok) has a 36.2% increase in ad volume and a 26.9% increase in spending, with narrative-driven content and immersive ASMR videos being particularly popular [1][4][11] Emotional Value and Product Characteristics - Consumers in the "Childish Economy" seek emotional values such as order, surprise, healing, and nostalgia through their purchases [1][4][13] - Visual characteristics of products include "dopamine colors," miniaturization, and soft textures, which evoke feelings of joy, control, and safety [1][4][14] Popular Product Categories - Key product categories in the "Childish Economy" include blind boxes, cotton dolls, miniature models, and stress-relief toys, which are designed to provide emotional value and immersive experiences [1][4][11][12]

Group 1 - The core narrative of the Chinese market is not limited to its population size, but rather the presence of 400 million middle-income consumers, which exceeds the total population of the United States, yet only represents 28% of the population, significantly lower than the 60%-70% in developed countries [2][3] - The rapid iteration of consumption patterns in China is highlighted by significant growth in various sectors, such as a 230% increase in "self-indulgent consumption," a doubling of registered outdoor-related businesses, and a 300% surge in sales of stress-relief toys [2][3] - The "flywheel effect" is a key competitive advantage of the super-large market, where massive demand leads to substantial supply, reducing unit costs and stimulating new demand, resulting in lower prices for products like smartphones and electric vehicles compared to their Western counterparts [3] Group 2 - The construction of a unified national market is gradually eliminating regional barriers, with inter-provincial commodity circulation costs decreasing by 15% in 2023, which enhances market efficiency [3] - The transformation of China from a "world factory" to a "world market" is evident, as the market is seen as both a testing ground for corporate innovation and a showcase for the quality of life for its citizens [4] - The potential for a multiplier effect is emphasized when institutional advantages meet market potential, suggesting that the combination can yield results greater than the sum of its parts [3][4]

Core Viewpoint - The Ministry of Industry and Information Technology (MIIT) emphasizes the need for enhanced guidance and regulation in the toy industry due to emerging safety challenges posed by popular "internet celebrity" toys, which have been found to contain harmful substances that could affect children's health [1][2]. Group 1: Regulatory Changes - MIIT has revised and improved the GB 6675 series of mandatory national standards for toy safety, focusing on high-profile products like "squishy toys" and "crystal mud" to optimize limits on harmful substances [1][2]. - New standards include a formal limit for formaldehyde in toys for children under 36 months, set at ≤30 mg/kg, and the introduction of a TVOC release limit of ≤0.5 mg/m, addressing a gap in both domestic and international toy standards [2]. - The number of phthalate types regulated has increased from 6 to 10, and the limit for boron in "crystal mud" toys is set at ≤300 mg/kg, aiming to prevent harm to children [2]. Group 2: Safety Oversight Initiatives - The National Market Supervision Administration (NMSA) has launched a three-year action plan in collaboration with MIIT and other departments to enhance safety oversight of children's products, focusing on both inspection and establishing long-term mechanisms [2][3]. - Key products under scrutiny include magnetic beads, chemical experiment kits, "blind box" toys, stress relief toys, "fake water" toys, and children's smartwatches, with a targeted approach to address specific safety issues [3]. - In 2023, market regulatory authorities conducted oversight on 18,000 batches of toys and inspected over 70,000 children's product manufacturers and retailers, identifying and rectifying issues in nearly 2,000 companies [3].

Core Points - The National Market Supervision Administration has conducted supervision and inspection of 18,000 batches of children's products, including toys, and checked over 70,000 enterprises this year, identifying nearly 2,000 companies with issues that required rectification [1][2] Group 1: Regulatory Actions - The administration has emphasized the importance of toy product quality safety regulation, launching a three-year action plan in collaboration with six departments to enhance the safety of children's and students' products [1][2] - Key products under scrutiny include magnetic beads, chemical experiment kits, blind box toys, stress relief toys, "fake water" toys, and children's smartwatches [1][2] Group 2: Focus Areas - The regulatory focus includes addressing specific issues such as small parts detaching from toys, excessive plasticizer content, non-compliance with specific element migration limits, lack of labeling, and improper age warnings [2] - The administration aims to strengthen oversight in production and distribution areas, particularly in production enterprise clusters and markets near schools [2] Group 3: Future Plans - The administration plans to enhance toy product quality supervision in accordance with the GB 6675 national standards, aiming for effective governance of safety hazards and significant improvements in safety levels by 2027 [2] - There will be an emphasis on ensuring that manufacturers comply with mandatory national standards and increasing the frequency of quality inspections, especially in online sales [2]

Core Insights - Emotional consumption has emerged as a new trend among young consumers, with over 90% recognizing "emotional value" and nearly 60% willing to pay for it [1][3] - The report indicates a significant increase in the proportion of individuals choosing to spend on emotional value, rising by 16.2 percentage points to 56.3% compared to the previous year [3] Group 1: Consumer Behavior - Young consumers exhibit a tendency to spend small amounts for significant emotional returns, as evidenced by the popularity of "happy gift shops" in urban areas like Shanghai [1] - The top five categories for emotional value purchases include physical items (plush toys, aromatherapy, stress relief toys), experiential consumption (concerts, stand-up comedy, psychological counseling), social consumption (Disney playdates), digital consumption (digital avatars, digital pets), and collaborative/brand consumption [3][5] Group 2: Market Trends - Data from a specific e-commerce platform shows a 100% year-on-year increase in orders for trendy toys during a promotional period, with a notable 15-fold increase in sales for a flagship store [3] - The popularity of original designer postcards has surged in a cultural and creative store in Shanghai, indicating a shift towards unique, artistic products [6] Group 3: Wellness Consumption - There has been a marked increase in self-care consumption, with searches for "hair dye group purchases" rising over 145% and "therapeutic wellness" searches increasing by over 188% this year [8][9]