On December 29, the 2025 Tmall annual report unveiled six major consumption trends: Professional Players, Dressing for Persona, Long-termism, Emotional Spending, The Rise of Chinese Trends, and The Ultimate Single Item.
This year's overarching consumption keyword is "Willingness," reflecting a youth-driven spending ethos centered on mood. Their consumption philosophy is encapsulated as: "Even a thousand pieces of gold can't buy my willingness; for what I'm willing to do, I'll spend a fortune."
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