最新调查报告：消费意愿温和回暖，消费者看重极致性价比

Core Insights - The report indicates a moderate recovery in consumer spending willingness, with a current consumer willingness index of 120.6, above the critical value of 100, but a slight decline in future spending expectations [3][5] Consumer Willingness Index - The consumer willingness index for Q3 2025 is 120.6, up 0.4 points from the previous quarter; the current willingness index is 112.9, up 1.2 points, while the future willingness index is 128.4, down 0.4 points [3] - Compared to the same period last year, the overall consumer willingness index has decreased by 2.9 points, with the current index up 1.2 points and the future index down 6.9 points [3] Savings and Spending Behavior - Consumers primarily allocate surplus funds for savings, children's education, travel, mortgage repayment, and healthcare; high-income consumers show a stronger inclination to save, which may restrict consumption upgrades [3] - In the next six months, consumers plan to purchase home appliances, clothing, travel, education, and fitness services, with home appliances remaining a top choice despite a slight decrease in selection proportion [5] Consumption Channels - The main channel for purchasing food and beverages is supermarkets, followed closely by e-commerce platforms; for clothing, home appliances, and daily necessities, e-commerce is the primary channel, indicating significant pressure on offline retail [5] - Consumers prioritize high quality and cost-effectiveness in their shopping behavior, with convenience, after-sales service, and brand popularity also influencing their purchasing decisions [5] Dining Trends - There is a noticeable trend of consumers preferring to cook at home rather than dining out or ordering takeout, which has increased operational pressure on dining establishments; however, this trend is showing signs of slowing down [7] - Among those dining out, 58.4% of consumers opt for discounted meal packages through e-commerce platforms, while 41.6% use restaurant menus for ordering [7] Survey Methodology - The survey is a nationwide study covering first to fourth-tier cities and rural areas, with an effective sample size of 5,000, aimed at tracking changes in consumer confidence, behavior, and willingness to inform government and business decisions [7]