进博会观察：消费新浪潮，从“满足需求”到“个性表达”

Core Insights - The article highlights the evolving consumer trends at the China International Import Expo, emphasizing a shift from merely meeting needs to focusing on individual expression and emotional value [1][2]. Group 1: Consumer Experience - The expo showcases an upgrade in sensory experiences, with brands like Portugal's Motai engaging consumers through interactive activities that integrate sensory experiences into product development [2]. - Innovations such as the "smell printer" by the Aroma Kingdom allow consumers to experience scents related to visual content, enhancing immersive experiences in various settings [2]. Group 2: Market Segmentation - As the Chinese consumer market continues to upgrade, there is a growing demand for personalized experiences, leading brands to develop products tailored to specific demographics, such as high-calcium milk for the elderly [2][3]. - Companies like Motai are responding to local preferences for smaller, cost-effective product sizes, while L'Oréal is challenging age-related beauty norms with innovative installations [2]. Group 3: Global Brands and Local Insights - Multinational companies are increasingly adapting their products for the Chinese market, recognizing Chinese consumers as trendsetters rather than mere purchasers [4]. - The rapid growth of e-commerce in China is influencing purchasing behaviors, with many consumers relying on recommendations from online influencers [4]. - The expo serves as a vital entry point for brands looking to enter the Chinese market and as a barometer for industry trends, providing insights for product iteration based on local consumer needs [4].