《2026年中国礼品行业展望白皮书》发布“差异化”和“质价比”等关键词

Core Insights - The 2026 China Gift Industry Outlook White Paper was launched at the 33rd Shenzhen Gift and Home Exhibition, highlighting the current state and future trends of the gift industry [1] Industry Status - The Chinese gift industry is transitioning from scale expansion to "high-quality service deepening," with a confidence index rising to 80 points [2] - The market structure is characterized by diverse collaboration, with private enterprises remaining the main procurement force and a significant trend of younger decision-makers (nearly half are post-90s) [2] - The industry faces three major challenges: pressure to reduce costs and increase efficiency, rising compliance risks, and the emphasis on emotional value [2] - 46% of enterprises prioritize improving the quality-price ratio, indicating a shift in competition focus from "low price" to "high quality at a reasonable price" [2] - Digital procurement penetration is increasing, with nearly half of enterprises increasing investment, and 54% reporting positive impacts from supply chain digitization [2] Development Trends - Competition is shifting from resource-based relationships to specialization, digitization, and service orientation, marked by five key trends: 1. E-commerce channels for gifts are growing, with increased policy support and online procurement transparency [3] 2. Government and enterprise bidding requirements are rising, emphasizing compliance, transparency, and digital service capabilities [3] 3. Welfare budgets are decreasing while SKU counts are expanding, with companies enhancing employee experience through category expansion and flexible benefits [3] 4. After-sales service quality is critical for contract renewals, with logistics, customization, and response speed affecting partnership stability [3] 5. Price wars are prevalent across all categories, necessitating differentiation through innovation, such as IP integration and emotional marketing [3] Market Insights - Food and beverage sectors are under price pressure, shifting towards "strong brands, heavy value, and customized offerings" [4] - Home textiles maintain stable demand but face profit pressures, focusing on health-functional products and customized services [4] - Small appliances are highly utilized but impacted by price wars and consumer diversion, requiring a focus on light customization and high practicality [4] - The fragrance market is experiencing significant growth, primarily through gift sets that align with emotional consumption trends [4] White Paper Release - The annual release of the White Paper has become a significant event in the gift industry, reflecting trust in the Shenzhen Gift Exhibition and the responsibility of the organizer, Informa Markets [5] - The research for the White Paper involves months of data collection and interviews with industry representatives, ensuring comprehensive insights based on big data [5]