Core Viewpoint - The Chinese consumption industry is at a turning point, with a need for suppliers to adopt more sincere enthusiasm, higher efficiency, and updated products to establish a "buyer solution" in response to changing consumer demands [1] Group 1: New Consumption Trends - New consumption represents a deepening evolution of consumption upgrade trends and an upgrade in business philosophy within the large consumption industry [2] - The "new" in new consumption is characterized by new categories, new scenarios, scarcity, and popularity, driven by technology and innovation [2] - The rise of new media has transformed consumer recognition, with flow economy catalyzing the emergence of popular brands and products through scene-based marketing [2] Group 2: Consumer Experience and Quality Pursuit - Consumers are increasingly valuing emotional needs alongside material needs, reflecting a shift towards emotional consumption [4] - Practical value remains the primary reason for purchases, but the desire for emotional satisfaction is rising, indicating a dual focus on functionality and emotional fulfillment [4] - Consumers are unwilling to accept "unjustified premiums" or "low-quality low prices," emphasizing the importance of value for money [4] Group 3: Cultural Awakening and National Confidence - Economic development has led to a cultural awakening, with rising national confidence contributing to the growth of domestic product consumption [5] - The Z generation shows a higher acceptance of domestic brands, indicating a trend towards national products becoming a major consumption trend in China [5] Group 4: Diverse Consumer Groups and Market Opportunities - Different consumer groups in China exhibit distinct consumption confidence and spending patterns, creating structural opportunities in the market [6] - The Z generation and Alpha generation, totaling approximately 4.8 billion, are increasingly contributing to consumption, with a focus on personalized experiences [6] - The aging population is also driving diverse demands, leading to innovations in smart home products and elder tourism [6] Group 5: Consumption Behavior of Young and Middle-aged Consumers - Young and middle-aged consumers are increasingly cautious in essential spending while still seeking high-quality experiences in discretionary spending [7] - There is a trend towards "consumption grading," with a focus on finding quality products at competitive prices [7] - Companies must accurately understand the consumption psychology of different age groups and innovate products and services to capture market share [7]
新消费，不只是 “新”