Core Insights - The report highlights the transformation of interest-based consumption in 2025, emphasizing a shift from material satisfaction to emotional resonance among consumers [1] - Three main characteristics of interest consumption are identified: scenario-based experiences reshaping consumption logic, dual drivers of technology and emotion fueling market growth, and niche hobbies breaking into mainstream popularity [1] Group 1: Fragmented Time and High-Intensity Experiences - 56% of consumers aged 20-40 are willing to pay for high-intensity experiences during fragmented time, leading to the rise of "micro-experience" consumption models like community dining and craft classes [2] - The popularity of "slow travel" and camping experiences has surged, with near-distance camping consumption increasing by 128% year-on-year, indicating a shift towards creating meaningful life rituals in nature [2] Group 2: Technology and Emotional Drivers - AI-related product categories saw a GMV increase of 48.2% from January to May, with creative devices like AI mice and cloud cameras gaining popularity [2] - Consumers are increasingly viewing smart devices as tools for creating presence and identity, with immersive experiences becoming a key aspect of interest consumption [2] Group 3: Pet Consumption Trends - Pet consumption is characterized by emotional compensation and technological empowerment, with sales of smart pet feeders increasing by 218.4% in May [3] - The rise of "exotic pet economy" is notable, with a 92% increase in searches for care supplies for niche pets, reflecting a desire for creating controlled micro-ecosystems in urban settings [3] Group 4: Breaking Down Niche Hobbies - The boundaries of interest consumption are blurring, with niche hobbies like DIY crafts and baking becoming mainstream through social media [4] - The search volume for beginner baking kits increased by 75%, while sales of professional-grade ovens rose by 34%, indicating simultaneous growth in entry-level and advanced products [4] Group 5: Consumer Segmentation - In outdoor products, both affordable portable gear under 500 yuan and professional-grade items over 3000 yuan are experiencing strong sales, catering to different consumer needs [4] - Younger consumers prioritize social attributes in their purchases, while older consumers focus on functional value, reflecting a generational divide in understanding "interest value" [4] Group 6: Brand Marketing Transformation - Brands are shifting from product-centric marketing to scenario-based storytelling, with significant GMV growth observed during experiential marketing events [5] - User-generated content (UGC) is becoming a crucial link between brands and consumers, with UGC content showing three times higher conversion rates than traditional advertising [5] Group 7: Emotional Value in Consumption - The report indicates a dual focus on "joy and self-improvement" as primary consumer motivations, with 84% of respondents valuing emotional satisfaction alongside practical benefits [25] - A significant portion of consumers (69%) are willing to allocate budget flexibility for experiences that bring joy, indicating a shift in perception of emotional value from luxury to necessity [25] Group 8: Interest Consumption Trends - The report identifies four key trends in interest consumption: "spiritual wilderness," "self-enjoyment," "intelligent fun," and "pet love," reflecting a diverse range of consumer interests [22] - Consumers are increasingly willing to invest in technology, knowledge, and health-related experiences, with 47% expressing a willingness to spend on innovative tech products [26]

Group 1: Cultural and Digital Innovation - The 21st Cultural Expo showcased Guangzhou's cultural industry through six major exhibition areas, emphasizing digital culture and local enterprises [1][2] - Various companies focused on technology empowering the cultural industry, with some exploring vertical niches like short video exports and anime IP development [1][2] Group 2: Gaming Industry Growth - Guangzhou's gaming industry is projected to generate approximately 140 billion yuan in revenue in 2024, accounting for about one-third of the national total [3] - Nine gaming companies from Guangzhou were recognized as "National Cultural Export Key Enterprises," with overseas revenue exceeding 19 billion yuan [3] - Companies like 37 Interactive Entertainment have expanded globally, with 57.22 billion yuan in overseas business revenue projected for 2024, representing nearly 33% of total revenue [3] Group 3: AI and Education Technology - Companies like Yundie Technology showcased AI-integrated hardware, such as an AI mouse and smart pen, aimed at enhancing educational experiences [4][5] - The AI mouse features voice input and real-time translation capabilities, while the smart pen captures handwritten notes for digital storage [5] - Vision Source has developed a comprehensive AI strategy, investing over 1.5 billion yuan in R&D for 2024, with a focus on educational and meeting applications [6] Group 4: Policy Support for Cultural Industry - Guangdong introduced a policy package to promote high-quality development in the cultural industry, particularly benefiting the gaming sector [7] - The policy encourages original content creation and the integration of cultural elements into gaming, enhancing global competitiveness [7] - Companies like NetEase are leveraging these policies to deepen cultural integration in their products and improve user engagement [7] Group 5: Cultural Integration in Gaming - 37 Interactive Entertainment is focusing on integrating traditional culture into gaming, using elements from Chinese history and art to enhance gameplay [8][9] - The company plans to utilize AI technology to innovate the presentation of traditional cultural elements, aiming to create globally influential cultural IPs [9]

Core Insights - The event themed "AI Empowering Technology, Enjoying Intelligent Life" was held in Guangzhou, showcasing how AI technology integrates into daily life and supports the city's "Artificial Intelligence+" strategic deployment [1] Group 1: AI Product Innovations - The "Zhongmi Panshi AI Phone" was highlighted as a key product, designed specifically for the elderly with features like a large screen, voice control, health monitoring, and anti-fraud capabilities [2] - The "Cloud Computer Cloud PAD" offers a lightweight yet powerful mobile office experience, outperforming traditional desktop computers in speed [2] - The "Smart Home" section featured products like smart speakers and AI learning tablets, which received positive feedback from users for their functionality and ease of use [2] Group 2: Engagement and Experience - The "Trendy Life" experience area attracted young people with VR glasses and interactive robots, enhancing engagement through immersive technology [3] - The event is part of a broader initiative by Guangzhou Mobile to launch a hundred AI promotional activities, aiming to provide immersive experiences across various demographics [3] - The company emphasizes that the significance of AI lies not only in technological innovation but also in its ability to serve people effectively [3]