尼尔森IQ：对2026年中国经济和消费市场的发展充满信心

Core Insights - The report "Path to 2026: Insights into Chinese Consumer Trends" was released by NielsenIQ at the "WISE2025 Business King" conference, providing key guidance for brands and retailers to navigate the market in 2026 [1] - The Chinese economy is expected to show a positive momentum in 2025, with confidence in the development of the economy and consumer market in 2026, characterized by stability, generational differentiation, and diverse demands [1] Consumer Behavior Trends - There is a significant shift in Chinese consumer behavior from "external consumption" to "internal self-investment," with "relevance to me" becoming the core driver of consumption [1] - The dual-track new normal of rational and emotional consumption is emerging, requiring brands to build differentiation and trust by responding to new lifestyle characteristics of consumers [1] Financial Outlook - 50% of respondents believe their financial situation will be "better than now" by early 2026, an increase from 45% in 2024 [2] - The proportion of "carefree" consumers, characterized by increased savings and freedom of consumption, rose from 24% to 31%, while the "budget-conscious" consumers decreased from 39% to 31% [2] Brand Strategy Recommendations - Brands need to focus on whether products are "worth it" rather than just pursuing "cost-performance" [2] - In 2026, brands should carefully design their products, communication strategies, purchasing services, and user experiences to connect emotionally with target consumers and convey value [2]