At the 2025 Beijing News Shell Finance Consumption Summit in Shanghai, Liu Qi, head of JD.com's Consumption and Industry Development Research Institute, unveiled transformative shifts in consumer behavior. The consumption landscape's second phase pivots from material fulfillment to meaning creation, where lifestyle experiences, emotional resonance, and social values increasingly drive purchasing decisions. Liu emphasized that thriving in this era demands genuine user understanding, technological integration, and operational efficiency – with consumer insight being the paramount "soft power."

First-half 2025 consumption trends reveal three distinct traits: velocity, diversity, and experiential focus. Velocity manifests through rapidly rotating hotspots – from Spring Festival traditions to March's weight-management surge, April's personal-care boom, May's gifting frenzy, and June's new-product launches. Diversity emerges through fragmented demand clusters where emotions and cultural identity fuel spending, elevating experiential value as critical.

Basic needs now prioritize "eating, sleeping, and wellness excellence." Takeout evolved from emergency solution to daily staple, with health and safety becoming non-negotiable standards. Ninety percent of young consumers rank quality sleep as their top priority, investing heavily in premium bedding. Weight management fuels specialized markets, with 70% favoring scientific nutrition and fueling demand for additive-free, low-fat/sugar/salt products.

Spiritual pursuits center on reading, travel, and relationships. JD.com data shows consumers average eight books annually, with 42% exceeding six – driven by parental emphasis on shared reading and adult interest in literary fiction, wellness, and self-help genres. Travel trends spotlight "hidden-gem cities" and IP-themed destinations, with attractions like Shanxi's Hanging Temple gaining traction. For family gifts, mothers prefer travel, gold jewelry, or anti-aging skincare – highlighting the importance of understanding generational preferences.

"Youngness" defines contemporary consumer psychology. Silver-haired cohorts mirror youth preferences in travel, skincare, and tech adoption – embracing AI phones and smart health monitors. Both 18-25 and 35-45 age groups invest similarly in fitness and health products to maintain vitality.

Category-specific shifts include: - Appliances: Health-focused, eco-friendly, and smart features dominate, with TVs trending larger and more intelligent. - Smartphones: "Storage anxiety" fuels massive memory demand beyond functional upgrades. - Apparel: Minimalist basics resurge, with 39% prioritizing quality craftsmanship and trusted brands. - Daily goods: Platforms must deliver frictionless, entertaining decision-making that saves time, money, and effort.

Liu concluded that cross-sector collaboration to decode authentic consumer needs will separate winners from contenders in consumption's next chapter.