Core Insights - The new middle-class population in China is projected to reach 278 million by October 2025, with a year-on-year increase of 3 million, indicating a clear trend of high-value user expansion [1][5] - The growth is driven by the increasing attractiveness of first-tier cities and a structural shift in the age demographics of the new middle-class, particularly among users aged 31-40 and 25-30 [1][5] - Emerging trends in leisure tourism, AIGC, smart vehicles, and health services are significantly influencing the consumption patterns of the new middle-class [1][8] Group 1: Population Growth and Characteristics - The new middle-class population shows a "stable quantity and improved quality" trend, with a net increase of 3.174 million users year-on-year, while the overall online share slightly decreased by 0.2 percentage points [5] - First-tier cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Chongqing account for the top five active new middle-class users, with Beijing showing the strongest growth [1][5] Group 2: Consumption Trends - There is a high demand for leisure tourism and business travel among the new middle-class, with a willingness to pay for innovative services that enhance life quality, such as AIGC applications and smart vehicles [8] - The preference for quality fresh produce and membership store apps is rapidly increasing, with user growth rates of 44.8% for Hema and 38.9% for Sam's Club [2][30] Group 3: Digital Behavior and App Usage - The new middle-class is spending more time online, with significant growth in sectors like flight shooting games, online video, community socializing, and comprehensive e-commerce, all exceeding 10% year-on-year growth [11] - E-commerce platforms like Taobao and JD.com have accumulated over 200 million new middle-class users, with increased usage frequency during promotional events [19] Group 4: Health and Lifestyle - Health-related consumption is on the rise, with fitness training and dietary management apps seeing rapid user growth, alongside a focus on health management products like air purifiers and water purifiers [32] - The new middle-class is increasingly investing in personal health management, reflecting a broader trend towards quality living and wellness [8][25] Group 5: Brand Preferences and Spending Habits - The new middle-class is gravitating towards mid-range products, with a notable increase in the usage of devices priced between 2000 to 2999 yuan, which rose by 6.3% [23] - There is a strong demand for high-end beauty brands, with luxury brands like Helena, Estée Lauder, and Chanel gaining traction among the new middle-class [26]
QuestMobile2025新中产人群洞察报告：2.78亿新中产消费能力、消费意愿齐升，三大动能推动高质量发展
3 6 Ke·2025-12-02 03:56