QuestMobile data shows that in recent years, rational consumption concepts have continued to spread. In October, Xiaohongshu saw 762,000 posts on 'rational consumption,' idle trading apps reached 173 million monthly active users (up 23.4% year-on-year), and budgeting apps reached 31.536 million monthly active users (up 7.7% year-on-year), all reflecting a growing 'practical' mindset in physical consumption. This 'pragmatism' has brought continuous changes in consumer focus. In October, users' attention to quality, price, brand, and experience further increased, reaching 60.5%, 60.1%, 59.8%, and 34.2% respectively. Affected by this, e-commerce platforms during Double 11 also made efforts to attract users with slogans like 'lowest price across the platform,' 'truly cheap,' and 'everyday low prices.' Meanwhile, experiential consumption continued to surge, with performance ticketing apps reaching 48 million monthly active users, a year-on-year increase of 208.6%. Specifically, in food, 'home cooking' became a trend, boosting fresh food e-commerce and recipe-sharing apps. The former's monthly active users exceeded 100 million, while the latter's monthly per capita usage time surpassed 68 minutes (up 61.2% year-on-year). Additionally, health and wellness became core keywords in diet, with sugar-free and tea drinks trending on social media. In clothing, pragmatism and minimalism also prevailed, with 'one garment, multiple wears' and 'versatile' becoming persistent hot terms. On Douyin, sales of冲锋衣 (outdoor jackets) reached 1.32 billion yuan in October, far ahead of down jackets (610 million yuan) and outdoor casual wear (330 million yuan). At the same time, the gender-neutral 'unisex style' for both men and women remained popular due to its simplicity and comfort, accounting for 30% of sports apparel sales on Douyin. Sports apparel continued to rely on brand pull, using private domain models to launch product lines for various consumer groups. In daily use, personal care small appliances have become a core market support. Not only does Xiaohongshu maintain over 250,000 posts, but the consumer base is mainly under 40 years old with high spending power. Beauty devices, hair dryers, electric razors, massagers, and electric toothbrushes were the top 5 categories on Douyin in October, with sales of 765 million yuan, 234 million yuan, 214 million yuan, 209 million yuan, and 125 million yuan respectively, showing users' pursuit of 'comfortable living' beneath 'practicality.' ... 2023 Consumer Market Annual Review: Rational Consumption and Self-Pleasure Consumption Coexist; 'Quality-Price Ratio' and 'Heart-Price Ratio' Become New Consumption Drivers. 1. In the first three quarters of 2023, consumer demand steadily recovered; however, considering per capita disposable income, the growth of consumer spending did not 'synchronize' with income, and the gap gradually widened, reflecting a subtle shift in current consumption concepts. 2. From expenditure details, strong growth in education, culture, entertainment, and healthcare reflects people's attention to quality of life and personal development; these areas also better promote economic growth and consumption upgrading. 3. In first-tier and new first-tier developed cities, women's consumption power continues to upgrade; notably, young people under 30 show obvious 'consumption contraction.' 4. Social platforms are full of calls for rational consumption, with pragmatism becoming the 'main tone' of mass consumption; making life 'lighter and more resilient' is an important change in consumption mentality. Taking Xiaohongshu as an example, in October 2023, rational consumption content reached 762,000 posts. 5. Additionally, young people and users in developed cities are willing to use budgeting apps to make every expense 'traceable,' implementing rational consumption in daily life. 6. As consumption concepts gradually return to rationality, 'buying second-hand and using second-hand' is increasingly accepted by pragmatic consumers. QuestMobile data shows that in October 2023, idle trading apps reached 173 million active users, up 23.4% year-on-year. 7. As the idle economy gradually becomes a lifestyle, the market is improving and optimizing user experience, while also segmenting trading platforms for mainstream young people. The 'Huanma' app launched in 2022 allows users to exchange old clothes for coins and then spend, achieving internal circulation; Dewu's '95fen' app is a trendy item trading platform for young people. 8. Unlike the shift in attitudes toward physical goods, in experiential consumption, users put self-emotional value and 'self-pleasure' first. QuestMobile data shows that in 2023, users' enthusiasm for performances and travel was high, with experiencing life and enjoying happiness as core drivers. 9. Overall, in consumption attitudes, users consider quality, price, brand, and experience all indispensable, showing that rational and self-pleasure consumption concepts drive 'quality-price ratio' and 'heart-price ratio' as consumption sources. 10. Taking this year's Double 11 as an example, traditional e-commerce platforms' actions cater to consumers' mentality of 'can buy expensive, but cannot be overcharged'; new media e-commerce focuses on quality products to meet users' pursuit of brand and quality. 11. Deeply interpret how consumption concept shifts are reflected in the three high-frequency consumption scenarios of [Food], [Clothing], and [Daily Use]. Food and Beverage Sector: Rational Eating and Drinking, Paying for Health. 1. Currently, cooking at home has become a 'new fashion,' enjoying delicious food while immersing in the 'meticulous craftsmanship' of food preparation, which is an interpretation and expression of loving life. 2. In this context, the user scale of fresh food e-commerce has risen, and the stickiness of recipe users has increased. 3. In food consumption, 'health' and 'wellness' are core keywords, from three meals a day to casual snacks, making them a new food consumption group. 4. They are the younger generation who 'soak goji berries in a thermos,' managing their health from the inside out, practicing the creed of eating for health, and leading new trends in food and beverage consumption. 5. This new food and beverage consumption group, who love 'home entertainment,' also pay attention to personal image building, so they will increasingly value 'snack-style' and 'light health' foods. 6. Under the health trend, the zero-sugar craze prevails, and sugar-free tea as a healthy 'water substitute' is rising. As consumer acceptance increases, more new brands like Dongpeng Beverage are joining the blue ocean market competition. 7. With the heritage of Eastern tea culture, discussions about sugar-free tea on social media have increased, and considerable sales also represent high user acceptance and huge market potential. QuestMobile data shows that in October 2023, on Douyin, Oriental Leaf sales reached nearly 10 million yuan; besides the regular 500ml product, large bottles and portable packs also ranked top in sales. Sports Apparel Sector: Seeking 'Quality-Price Ratio' and 'Heart-Price Ratio'. 1. Sports apparel consumers span multiple age groups, showing high-tier and high-spending characteristics, providing an inclusive market space for brands with different product positioning. 2. Local life and travel apps highlight the 'strong outings' characteristic of sports apparel consumers; in addition, trendiness is a more prominent label for such users. 3. In response to the continuous upgrading of women's spending power, brands are also increasing their women's sports apparel business/products, deeply exploring the potential of the female market. 4. In frequent outing scenarios, consumers' demand for 'dressing decently' affects their high requirements for brand awareness of sports apparel. QuestMobile data shows that in October 2023, among the six major content platforms, the top 10 brands in private domain user scale and content attention were all well-known brands with long-standing presence in the sports industry. 5. Brand power remains an important consideration when consumers purchase sports apparel, especially in the sports shoe subcategory. QuestMobile data shows that in October 2023, among the top 100 sports shoe products by sales on Douyin, well-known brands contributed 78.7% of sales. 6. As consumers' rational consumption awareness deepens, pursuing 'quality-price ratio' in clothing consumption has become a current trend; 'one garment, multiple wears' and 'the most versatile shoes' have seen rising social media buzz, reflecting the prevalence of pragmatism and minimalism. 7. The popular outdoor jackets on Douyin strongly confirm users' willingness to pay for 'one garment, multiple wears' products. 8. Minimalism is also reflected in consumers' pursuit of gender-neutral sports apparel. QuestMobile data shows that in October 2023, among hot-selling sports apparel on Douyin, unisex products accounted for over 30% of sales, reflecting the trend of gender-neutral style and conveying consumers' individual expression of genderless, simple, and comfortable living. 9. Additionally, the rise of dopamine and Maillard dressing trends reflects consumers' high-level demand for 'color therapy' in clothing, willing to pay for the emotional supply driven by 'heart-price ratio.' 10. Sports apparel brands have responded positively by launching 'Maillard' color scheme products, seizing the consumer motivation brought by the dual overlay of brand power and 'heart-price ratio.' Furthermore, incorporating non-Maillard color products as styling elements into this trend's promotion also highlights brands' attention to the 'heart-price ratio' consumption trend. Personal Care Small Appliances Sector: Paying for Technology, Pursuing a Life That Suits Me. 1. The release of the 'self-pleasure consumption' concept has not only injected new vitality into the personal care small appliance industry but also become a market support. QuestMobile data shows that during the May-June promotions in 2023, the average monthly buzz of personal care small appliance content on the six major content platforms exceeded 370,000 posts. 2. Personal care small appliance consumers are concentrated in the 40 and under age group, and their high online spending power provides fertile soil for brands to accelerate innovation and tap into technology. 3. Similarly, this group's high preference for photo editing tools reflects consumers' refined and beauty-loving 'self-pleasure' traits, which in turn stimulates users to pursue a 'life that suits me' and drives the personal care appliance industry to accelerate iteration. 4. In Douyin's personal care appliance sales, beauty devices took the crown, showing consumers' demand for 'tech skincare'; empowering life and self-improvement with technology is an inevitable trend in the current personal care appliance industry. QuestMobile data shows that in October 2023, beauty device sales on Douyin reached 765 million yuan, clearly distancing other subcategories. 5. Consumers are willing to pay for technology and techniques; at this time, product power (quality + innovation) becomes a key measure, closely related to the consumption attitude of focusing on quality. QuestMobile data shows that in October 2023, among the top 1000 beauty devices by sales on Douyin, 32.3% had unit prices over 5,000 yuan; in addition, OGP and DJM brand beauty devices, despite high unit prices, did not become a 'purchase barrier,' ranking second and third in sales. 6. Furthermore, with the continuous upgrading of personal care small appliances, gifting scenarios have also increased; this reflects consumers' recognition of the social attributes of such products, and also conveys an attitude of 'self-pleasure consumption' and 'life that suits me.' 7. Facing consumers' current 'obsession' with high-end and intelligent products, brands are putting effort into 'technical content,' while also competing to be the 'volume king' in the concept of 'completeness,' bringing users a consumption experience with high technological cost-performance.