2025中国消费者图鉴：健康超收入，国货逆袭国际品牌

Core Insights - The Chinese consumer market has undergone a silent yet profound structural transformation over the past four years, with international brands losing their traditional advantages at an unprecedented pace, replaced by more rational, independent, and culturally confident Chinese consumers [1][2]. Group 1: Rise of Domestic Brands - Domestic brands have made a significant comeback, with preference for domestic beauty and skincare products soaring from 12% in 2021 to 43% by 2025, marking a historic surpassing of international brands [3]. - In the 3C digital sector, domestic brands dominate with a 55% preference rate [3]. - Key factors driving this shift include: - Price-performance ratio becoming paramount, with 85% of consumers citing it as the primary reason for choosing domestic products, an increase of 8 percentage points since 2021 [7]. - Product quality has seen a qualitative leap, with 70% of consumers recognizing the strength of domestic products, up 11 percentage points over four years [7]. - Cultural confidence has emerged as an emotional connection point, with domestic brands effectively blending traditional Chinese culture with modern aesthetics [7]. Group 2: Changing Consumer Behavior - Brand loyalty is diminishing, with 55% of consumers frequently comparing multiple brands even if they have a favorite, a significant increase of 13 percentage points since 2021 [11]. - The shift in information channels shows that live streaming and video platforms have become the second-largest source of information, rising by 28 percentage points since 2021, while the influence of family and friends has dropped by 13 percentage points [13]. - Over 70% of consumers now view the selection process as an important part of the shopping experience, indicating a shift from a purely outcome-oriented approach to one that values both process and result [17]. Group 3: Marketing and Consumer Sentiment - A significant 68% of consumers feel indifferent or even negative towards marketing content, with 22% stating that it diminishes their desire to shop [20]. - The report highlights a disconnect between brand marketing and consumer needs, emphasizing that quality of content is more important than quantity [22]. - There is a notable shift in consumer priorities from idealism to realism, with increased focus on health and wealth, rising by 9 and 8 percentage points respectively, while emphasis on career, love, and personal growth has declined [25]. Group 4: The Role of AI and Shopping Preferences - The rapid adoption of AI tools is evident, with 77% of consumers using them frequently, and AI is transitioning from a tool to a partner in decision-making [32]. - 85% of Chinese consumers prefer online shopping, with 43% opting for online browsing and purchasing, and 42% choosing online browsing with offline purchasing [37]. - The integration of online and offline shopping experiences is crucial, as 51% of consumers report their happiest shopping experiences come from a blend of both [41]. Group 5: Experience Economy and Brand Evolution - The focus on experiential consumption has shifted from mere product functionality to emotional engagement, with consumers seeking joy and relaxation from their shopping experiences [45]. - Brands are urged to redefine their roles, emphasizing value beyond product functionality to include brand philosophy and emotional connections [50]. - Community engagement is becoming a vital aspect of consumer interaction, with interest-based communities providing social support and opportunities for entrepreneurship [51].