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Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest “Analysis of the consumption background and survey data of Chinese college students in 2025” released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students’ emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students’ consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.<\/p>\n

Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of “cost performance + social viral + intelligent interaction” to enhance their competitiveness. Universities and families should help form a rational consumption concept through “consumption education + credit guidance”. \uff08The complete high-definition PDF version of “iiMedia Report | Analysis of the consumption background and survey data of Chinese college students in 2025” is 44 pages long. You can click the report download button at the bottom of the article to download the report.\uff09<\/p>\n

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2024\u5e74\u4e2d\u56fd\u666e\u901a\u9ad8\u6821\u89c4\u6a21\u53ca\u5730\u57df\u5206\u5e03<\/p>\n

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2025\u5e74\u4e2d\u56fd\u5927\u5b66\u751f\u6d88\u8d39\u52a8\u673a\u60c5\u51b5<\/p>\n

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