京东消费及产发研究院刘琦：消费者更愿为生活方式付费

市场资讯2025-07-15

炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！（来源：网易科技）新京报贝壳财经讯（记者程子姣）7月15日，2025新京报贝壳财经消费大会在上海召开。京东消费及产业发展研究院负责人刘琦在会上表示，消费下半场的本质是从物质满足转向意义构建，消费者不再仅为产品买单，更愿为生活方式、情感认同及社会价值付费。她表示，消费下半场阶段，市场从野蛮生长走向精耕细作，“真正理解用户、拥抱...

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（来源：网易科技）新京报贝壳财经讯（记者程子姣）7月15日，2025新京报贝壳财经消费大会在上海召开。京东消费及产业发展研究院负责人刘琦在会上表示，消费下半场的本质是从物质满足转向意义构建，消费者不再仅为产品买单，更愿为生活方式、情感认同及社会价值付费。她表示，消费下半场阶段，市场从野蛮生长走向精耕细作，“真正理解用户、拥抱...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/t/2025-07-15/doc-inffqiin6955978.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"HK0000306701.USD","symbol_name":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) 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（来源：网易科技）新京报贝壳财经讯（记者程子姣）7月15日，2025新京报贝壳财经消费大会在上海召开。京东消费及产业发展研究院负责人刘琦在会上表示，消费下半场的本质是从物质满足转向意义构建，消费者不再仅为产品买单，更愿为生活方式、情感认同及社会价值付费。她表示，消费下半场阶段，市场从野蛮生长走向精耕细作，“真正理解用户、拥抱科技、提升效率”是企业穿越周期的关键，其中“真正理解用户”是软实力，尤为重要。刘琦谈道，2025年上半年消费呈现“快、多、体验”三大特点。“快”体现为消费热点轮换迅速，从春节传统文化消费、地域特色产品爆发，到3月体重管理相关消费升温，再到4月个护品类受关注、5月礼遇市场热闹、6月新品及大促推动热点更替，节奏明显加快。“多”指多元化消费需求凸显，圈层文化兴起，消费需求与兴趣、文化、情绪关联紧密，情绪价值和体验成为关键。刘琦称，在基础需求层面，消费者对“吃好、睡好、身体好”的质量要求突出。外卖已从应急补充变为高频刚需，其重要性不仅体现在使用频率上，更体现在用户的点单动因、品类选择和品质要求的多维演进中。食品安全和健康成为品质外卖首要标准。她谈道，九成年轻人重视“睡个好觉”，将其列为生活优先级首位，会通过更换枕头、床品等改善睡眠，对相关产品的丰富度和品质有高要求。体重管理带动细分消费赛道，七成消费者倾向通过科学饮食实现，对零添加及低脂、低糖、低盐产品需求旺盛。“在精神需求方面，读书、旅行、亲密关系是核心关键词。”京东调研显示，2000余名受访者人均年阅读量约8本，42%年阅读超6本，家长对亲子共读的重视拉动阅读投入，成年人关注文学小说、养生、智能经济及自我疗愈类图书。旅行领域，“宝藏小城”和“IP（知识产权）游”受青睐，山西悬空寺、云冈石窟等成热门景点，大西南地区旅游热度攀升。亲子关系相关消费中，妈妈们最期待的礼物是旅游、黄金首饰或抗衰护肤品，了解父母需求对礼遇市场至关重要。关于消费者状态，“年轻”是核心关键词。京东调研发现，银发族与年轻人在消费结构、旅行目的地、护肤习惯等方面有诸多重合，银发族也关注AI手机、智能健康监测设备等科技潮品。18至25岁新晋青年与35至45岁人群在保持年轻状态的消费选择上相似，注重健康和运动健身类产品。刘琦表示，消费下半场需各方跨界合作，真正听懂消费者需求，才能成为赢家。调研显示，在品类消费上，消费者的家电需求凸显健康、绿色、智能特点，电视向大屏、智能升级。在手机消费上，消费者除功能升级外，对大内存需求强烈，“储存焦虑”成核心关键词。在服装消费上，消费者以“简洁、百搭”的基础款回归C位，39%的消费者重视材质、做工和熟悉的品牌。在日用品消费上，消费者希望平台提供省心的决策服务，追求省时省力省心省钱且有趣。编辑 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