A panoramic insight into the transformation of consumer attitudes and behavioral trends in 2025: a new paradigm for reconstructing the value of new generation consumption through abstraction, symbols, games, shared benefits, and AI

A panoramic insight into the transformation of consumer attitudes and behavioral trends in 2025: a new paradigm for reconstructing the value of new generation consumption through abstraction, symbols, games, shared benefits, and AI

Xu Lizhao Business Review

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2025-03-28

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  B-end product managers need to conduct more in-depth user interviews, research, and analysis, while C-end product managers need more rapid user testing, feedback, and iteration

Opening: The paradigm shift of consumer ecology - awakening from "quantity" to "quality"

The global consumer market in 2025 is undergoing a silent yet profound transformation. The multiple forces of economic fluctuations, technological iteration, social and cultural transformation, and intergenerational value replacement have jointly shaped a new landscape of consumer behavior. The traditional binary narrative of "consumption upgrade" and "downgrade" has become thin, replaced by a more complex value reconstruction: consumers seek dynamic balance between rationality and sensibility, pragmatism and spiritual satisfaction, individual needs and social responsibility. This balance not only reshapes the market landscape, but also forces brands to redefine their own meaning of existence.

This article is based on core data, cases, and trends of the consumer market in 2024, combined with emerging variables in 2025, attempting to break down the underlying logic of the shift in consumer attitudes and predict the evolutionary direction of future consumer behavior. The full text will conduct in-depth analysis from five dimensions: macroeconomic environment, consumer group differentiation, value migration, technology empowerment scenarios, and brand response strategies, providing panoramic insights for business decision-makers.

Chapter 1: Reconstruction of Consumption Resilience under Global Economic Fluctuations

The dual squeeze of inflation and income differentiation

In 2024, although the global inflation rate has fallen from 13.6% in 2023 to 6.1%, the prices of essential goods remain high, and the consumer confidence of middle and low-income groups is fragile. The North American market shows significant differentiation: sales of high cost-effective daily necessities and proprietary brands have surged, while luxury goods and travel expenses have contracted; However, Chinese consumer confidence has rebounded against the trend, with 65% of respondents holding an optimistic attitude towards future income. This differentiation reveals the core logic of consumer resilience - the parallel development of "essential goods becoming essential" and "non essential goods becoming valuable".

Policy driven structural opportunities

The "trade in" policy in China has achieved significant results in 2024: the year-on-year growth rates of consumption in the fields of home appliances, automobiles, and home decoration reached 39.2%, 3.7%, and 7.4%, respectively, driving a 1.2 percentage point increase in the total amount of social goods sold. This type of policy not only unleashes the potential of existing consumption, but also catalyzes the popularization of the concept of "circular economy" - consumers shift from "owning goods" to "enjoying services", and second-hand trading platforms (such as Xianyu) and leasing economy are experiencing an explosion.

The Capability Model and Learning Enhancement of B-end Product Managers

The first major challenge faced by B-end product managers is how to correctly analyze and diagnose business problems. This is also the most difficult part, and product design knowledge is basically not helpful for this part of the work. If you want to do a good job in business analysis and diagnosis, you must have a solid foundation in

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The Evolution of Consumer Psychology in an Uncertain Era

Economic uncertainty has fostered a cautious optimism mentality: consumers are willing to cut non essential expenses (such as reducing the frequency of dining out) while also paying for emotional value and long-term health (such as a 36% increase in spending on health supplements). This seemingly contradictory behavior is actually a rebalancing between "instant gratification" and "delayed enjoyment" - consumers achieve maximum utility within a limited budget through refined decision-making.

Chapter 2: Intergenerational and Circles - Fission and Integration of Consumer Groups

2.1 Abstract Evolution and Rebel Narrative of Generation Z

The consumption behavior of the younger generation shows a strong tendency towards "symbolization" and "gamification". They deconstruct the traditional meaning of consumption through abstract expressions such as "crazy literature" and "bad personality", while viewing consumption as a component of life experience with a "playground mentality". Typical cases include:

Reverse consumption: refuse brand premium and embrace China-Chic Pingdi (such as domestic sports shoes instead of Nike Adidas);

Emotional consumption: sales of blind boxes, companion dolls, and healing spaces (cafes, bookstores) have surged, meeting the demand for "self pleasure";

Community consumption: Build identity through tags such as "New Chinese Style" and "City Surrounding Tour" to form a segmented purchasing decision.

2.2 Hidden Upgrade of Silver Hair Economy

The aging society is driving the release of consumption power among the silver haired population, but their needs are vastly different from traditional perceptions

Healthy consumption: 75% of Chinese consumers have started taking vitamins and stress reducing products, and functional health supplements (such as coenzyme Q10 and lutein) have become essential needs;

Digital integration: The usage of short videos and social media platforms is on the rise, and the phenomenon of "internet addicted elderly" is overturning intergenerational stereotypes;

Experience priority: Slow paced tourism (such as small town tours in Pu'er, Liyang, etc.) replaces sightseeing check-in and pursues spiritual habitat.

2.3 Decline of the Middle Class and Rise of White Label Brands

The 'disappearing middle class' is not the disappearance of purchasing power, but the reconstruction of consumption logic:

Price to Product Revolution: Consumers refuse to pay for brand premiums and turn to high-quality, low-priced white label products (such as Bibi Zan snacks surpassing Liangpin stores);

De symbolization: luxury consumption has cooled down and pragmatism has become the mainstream (for example, the sales of Qixi flowers have declined, and jewelry is favored due to practicality);

Internal purchasing economy: Expired goods and slightly damaged packaging are circulated through enterprise internal purchasing platforms to meet the demand for "hidden cost-effectiveness".

Chapter 3: Value Migration - From Self Interest to Common Benefit

3.1 Sustainable Development: From Concept to Action

Environmental protection is no longer limited to marketing rhetoric, but deeply embedded in consumer decisions:

Green consumption: Patagonia '"Worn Wear" program (repairing and rebuilding old clothes) has become the core driving force for brand loyalty;

Zero waste lifestyle: organic fresh and additive free food sales are increasing, and consumers are willing to pay a premium for low-carbon supply chains;

Responsible consumption: 76% of consumers tend to choose brands that fulfill social responsibilities (such as employee welfare and public welfare investment).

3.2 Confidence in local culture and China-Chic 3.0

The rise of domestic products has entered the stage of "value recognition":

Technological Empowerment: Brands such as Huawei, DJI, and Xiaomi are reshaping their "Made in China" image through breakthroughs in core technologies;

Cultural narrative: New Chinese clothing and beauty (such as Huaxizi Oriental makeup) integrate traditional aesthetics with modern design, triggering cultural resonance;

Global output: Xiaohongshu and TikTok have become new platforms for cultural globalization, attracting international users with "Chinese aesthetics, Chinese culture, and Chinese cuisine".

3.3 Psychological Health and the 'Healing Economy'

The fast-paced society has given rise to a demand for emotional healing:

Reduced stress consumption: Sales of aromatherapy candles, steam eye masks and other products increased by over 200%;

Digital healing: meditation apps and ASMR content are monetized through a subscription system, building a "spiritual haven";

Community support: Tags such as "mild syndrome" and "grass platform leadership theory" resonate and form a mutual aid consumption circle.

Chapter 4: Technological Reshaping Scenarios - Digital Transition of the Consumer Chain

4.1 Global Retail: Boundless Integration of Online and Offline

Instant retail: Meituan and JD Home's penetration rate has exceeded 40%, with "30 minute delivery" becoming standard; Shangpai's "Cloud Store" mall connects thousands of offline stores for chain enterprises, where orders are placed online and the stores receive instant delivery and fulfillment, such as the "Apple Authorized Store Mini Program".

Experience Economy: The popularization of AR makeup and virtual fitting room technology, and the transformation of offline stores into "experience laboratories";

Private domain operation: Enterprise WeChat and Mini Program Mall build a "data service repurchase" closed loop, with members contributing over 60% of revenue.

4.2 AI driven personalized revolution

Intelligent recommendation: Algorithm based on user behavior (such as browsing, purchasing, social data) to achieve "thousands of people, thousands of faces" product matching;

Virtual consultant: AI customer service provides 24-hour professional consultation (such as skincare plans, home appliance purchases), replacing traditional shopping guides;

Predicting consumption: Big data predicts regional consumption trends and guides dynamic adjustments in the supply chain (such as regional SKU optimization).

4.3 Trust Reconstruction in Content E-commerce

Evaluation Economy: The influence of third-party evaluation agencies (such as China Insurance Research Institute) surpasses brand self promotion and becomes a key factor in consumer decision-making;

Short drama marketing: Brand customization micro plot (such as Luckin Coffee x Maotai's "Sauce Fragrance Love") to achieve the integration of product and effect;

Knowledge payment: Vertical KOLs (such as coffee machine purchase guides) monetize through courses and live broadcasts to build professional trust.

Chapter 5: Brand Response Strategies - From Traffic Game to Value Symbiosis

5.1 Product Innovation: From Function to Meaning

Scene segmentation: Under the banana tree, "lightweight outdoor" accurately captures fragmented sports needs;

Technological breakthrough: Functional foods (such as sleep aid gummies and liver protection tablets) integrate health and convenience;

Emotional design: Product packaging incorporates user generated content (such as the "crazy copy" of Lele Tea) to strengthen emotional connections.

5.2 Marketing Paradigm: From Persuasion to Resonance

Value based marketing: Patagonia attracts environmentalists as a "shareholder of the Earth" and replaces traditional advertising;

Community co creation: Invite users to participate in product design (such as Xiaomi community voting) to enhance their sense of belonging;

Long term operation: Abandon short-term GMV pursuit and achieve compound interest through membership system and user lifecycle management.

5.3 Organizational Change: Agile and Shared Benefit

Flexible supply chain: C2M model shortens production cycle and responds to personalized needs (such as SHEIN's rapid new releases);

ESG governance: incorporating carbon neutrality and employee well-being into KPIs to enhance long-term brand value;

Cross border symbiosis: Cross industry alliances (such as HEYTEA x Film and Television IP) break category boundaries and activate incremental markets.

Conclusion: The Twilight of Consumerism and the Dawn of Value Consumption

The consumer market in 2025 is undergoing a paradigm revolution from "material possession" to "meaningful consumption". Consumers are no longer passively accepting brand narratives, but actively participating in value co creation; No longer blindly chasing trends, but rationally constructing a personalized consumption philosophy. For brands, only by abandoning traffic superstitions and returning to the essential needs of users can they anchor their survival foundation in the wave of value reconstruction. The winners of the future must be those 'mutually beneficial enterprises' that can deeply integrate business success with social welfare - they are not only providers of goods, but also proposers of a better life and co builders of a sustainable future.

Author: Xu Lizhao

This article was originally published by @ Xu Lizhao Business Review on Everyone is a Product Manager. Reproduction without permission is prohibited

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The viewpoint of this article only represents the author himself, and everyone is a product manager. The platform only provides information storage space services.

2025年消费观念转变与行为趋势全景洞察：”抽象、符号、游戏、共益、AI”重构新世代消费价值的新范式

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2025-03-28

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开篇：消费生态的范式转移——从“量”到“质”的觉醒

2025年的全球消费市场，正处于一场静默而深刻的变革之中。经济波动、技术迭代、社会文化转型与代际价值观更替的多重作用力，共同塑造了消费者行为的全新图景。传统的“消费升级”与“降级”二元叙事已显单薄，取而代之的是一种更为复杂的价值重构：消费者在理性与感性、实用主义与精神满足、个体需求与社会责任之间寻求动态平衡。这种平衡不仅重塑了市场格局，更倒逼品牌重新定义自身的存在意义。

本文基于2024年消费市场的核心数据、案例与趋势，结合2025年新兴变量，试图拆解消费观念转变的底层逻辑，并预判未来消费行为的演化方向。全文将从“宏观经济环境、消费群体分化、价值观迁移、技术赋能场景、品牌应对策略”等五大维度展开深度分析，为商业决策者提供全景式洞察。

第一章：全球经济波动下的消费韧性重构

通胀与收入分化的双重挤压

2024年，全球通胀率虽从2023年的13.6%回落至6.1%，但生活必需品价格持续高企，中低收入群体消费信心脆弱。北美市场呈现显著分化：高性价比日用品与自有品牌销量激增，奢侈品与旅游支出收缩；而中国消费者信心逆势回升，65%受访者对未来收入持乐观态度。这种分化揭示了消费韧性的核心逻辑—— “必需品刚需化”与“非必需品价值化” 并行。

政策驱动的结构性机遇

中国“以旧换新”政策在2024年成效显著：家电、汽车、家装领域消费同比增速达39.2%、3.7%和7.4%，拉动社零总额增长1.2个百分点。此类政策不仅释放存量消费潜力，更催化了 “循环经济”理念的普及——消费者从“占有商品”转向“享受服务”，二手交易平台（如闲鱼）与租赁经济迎来爆发。

B端产品经理的能力模型与学习提升

B端产品经理面临的第一大挑战，是如何正确的分析诊断业务问题。 这也是最难的部分，产品设计知识对这部分工作基本没有帮助，如果想做好业务分析诊断，必须具备扎实 ...

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不确定时代的消费心理嬗变

经济不确定性催生“谨慎乐观”心态：消费者既削减非必要开支（如减少外出就餐频率），又愿为情绪价值与长期健康付费（如保健营养品支出增长36%）。这种看似矛盾的行为，实则是 “即时满足”与“延迟享受”的再平衡——消费者通过精细化决策，在有限的预算内实现效用最大化。

第二章：代际与圈层——消费群体的裂变与融合

2.1 Z世代的“抽象进化”与反叛叙事

年轻一代的消费行为呈现出强烈的 “符号化”与“游戏化” 倾向。他们通过“发疯文学”“讨坏型人格”等抽象表达解构传统消费意义，同时以“游乐场心态”将消费视为人生体验的组成部分。典型案例包括：

• 反向消费：拒绝品牌溢价，拥抱国潮平替（如国产运动鞋替代耐克阿迪）；

• 情绪消费：盲盒、陪伴玩偶、治愈系空间（咖啡馆、书店）销量激增，满足“悦己”需求；

• 社群消费：通过“新中式”“城市周边游”等标签构建身份认同，形成圈层化购买决策。

2.2 银发经济的“隐性升级”

老龄化社会推动银发群体消费力释放，但其需求与传统认知大相径庭：

• 健康消费：75%中国消费者开始服用维生素与抗压产品，功能性保健品（辅酶Q10、叶黄素）成刚需；

• 数字融入：短视频与社交平台使用率攀升，“网瘾老人”现象颠覆代际刻板印象；

• 体验优先：慢节奏旅游（如普洱、溧阳等小城游）取代观光打卡，追求精神栖息地。

2.3 中产萎缩与白牌崛起

“消失的中产”并非购买力消亡，而是消费逻辑重构：

• 品价比革命：消费者拒绝为品牌溢价买单，转向高质低价的白牌商品（如比比赞零食超越良品铺子）；

• 去符号化：奢侈品消费降温，实用主义成主流（如七夕鲜花销量下降，珠宝饰品因实用性受青睐）；

• 内购经济：临期商品、微损包装通过企业内购平台流通，满足“隐秘的性价比”需求。

第三章：价值观迁移——从利己到共益

3.1 可持续发展：从概念到行动

环保不再停留于营销话术，而是深度嵌入消费决策：

• 绿色消费：巴塔哥尼亚的“Worn Wear”计划（旧衣修补、再造）成为品牌忠诚度核心驱动力；

• 零浪费生活：有机生鲜、无添加食品销量增长，消费者愿为低碳供应链支付溢价；

• 责任消费：76%消费者倾向选择履行社会责任（如员工福利、公益投入）的品牌。

3.2 本土文化自信与国潮3.0

国货崛起进入“价值认同”阶段：

• 技术赋能：华为、大疆、小米汽车等品牌以核心技术突破重塑“中国智造”形象；

• 文化叙事：新中式服饰、美妆（如花西子东方彩妆）融合传统美学与现代设计，引发文化共鸣；

• 全球输出：小红书、TikTok成为文化出海新阵地，“中国美学、中式文化、中华美食”吸引国际用户。

3.3 心理健康与“治愈经济”

快节奏社会催生情绪疗愈需求：

• 减压消费：香薰蜡烛、蒸汽眼罩等产品销售额增长超200%；

• 数字疗愈：冥想APP、ASMR内容通过订阅制变现，构建“精神避风港”；

• 社群支持：“淡淡综合症”“草台班子理论”等标签引发共鸣，形成互助型消费圈层。

第四章：技术重塑场景——消费链路的数字化跃迁

4.1 全域零售：线上线下的无界融合

• 即时零售：美团、京东到家渗透率突破40%，“30分钟达”成标配；商派“云店”商城为连锁企业串联几千家线下门店，线上下单，门店即时闪送履约，如“苹果授权专营店小程序”。

• 体验经济：AR试妆、虚拟试衣间技术普及，线下门店转型为“体验实验室”；

• 私域运营：企业微信、小程序商城构建“数据-服务-复购”闭环，会员贡献超60%营收。

4.2 AI驱动的个性化革命

• 智能推荐：算法基于用户行为（如浏览、购买、社交数据）实现“千人千面”商品匹配；

• 虚拟顾问：AI客服提供24小时专业咨询（如护肤方案、家电选购），替代传统导购；

• 预测消费：大数据预判区域消费趋势，指导供应链动态调整（如区域化SKU优化）。

4.3 内容电商的信任重构

• 测评经济：第三方评测机构（如中保研）影响力超越品牌自宣，成消费决策关键；

• 短剧营销：品牌定制微剧情（如瑞幸×茅台《酱香爱情》）实现品效合一；

• 知识付费：垂类KOL（如咖啡机选购指南）通过课程、直播变现，构建专业信任。

第五章：品牌应对策略——从流量博弈到价值共生

5.1 产品创新：从功能到意义

• 场景细分：蕉下“轻量化户外”精准捕捉碎片化运动需求；

• 技术破界：功能性食品（如助眠软糖、护肝片）融合保健与便捷性；

• 情感设计：产品包装融入用户UGC内容（如乐乐茶“疯癫文案”），强化情感连接。

5.2 营销范式：从说服到共鸣

• 价值观营销：Patagonia以“地球股东”身份吸引环保主义者，替代传统广告；

• 社区共创：邀请用户参与产品设计（如小米社群投票），增强归属感；

• 长效运营：放弃短期GMV追逐，通过会员体系与用户生命周期管理实现复利。

5.3 组织变革：敏捷与共益

• 柔性供应链：C2M模式缩短生产周期，响应个性化需求（如SHEIN快速上新）；

• ESG治理：将碳中和、员工福祉纳入KPI，提升品牌长期价值；

• 跨界共生：异业联盟（如喜茶×影视IP）打破品类边界，激活增量市场。

结语：消费主义的黄昏与价值消费的黎明

2025年的消费市场，正经历一场从“物质占有”到“意义消费”的范式革命。消费者不再被动接受品牌叙事，而是主动参与价值共创；不再盲目追逐潮流，而是理性构建个人化消费哲学。对品牌而言，唯有摒弃流量迷信、回归用户本质需求，方能在价值重构的浪潮中锚定生存根基。未来的赢家，必是那些能够将商业成功与社会福祉深度融合的“共益型企业”——它们不仅是商品的提供者，更是美好生活的提案者与可持续未来的共建者。

作者：徐礼昭

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