尼尔森 IQ 中国区首席客户官骆琦：“体验”成为未来推动消费的重要力量，不同世代消费者都愿意为“活得更好”买单丨WISE2025商业之王大会

Core Insights - The WISE 2025 Business King Conference aims to anchor the future of Chinese business amidst uncertainty, focusing on the theme "The Scenery Here is Unique" [1][2] Consumer Behavior - Global consumer confidence is declining, but Chinese consumer confidence is improving, although their continuous consumption ability is hindered [4][8] - Chinese consumers are less focused on promotions and pricing, with experience becoming a key driver for consumption [4][10] - Different generations exhibit varying consumption behaviors, with Baby Boomers and Generation Y being the most willing to spend, while Generation Z and affluent Generation X are more cautious [4][12] Generational Insights - Baby Boomers (60+) are redefining aging, showing a willingness to try new products and use AI for shopping, with 83% open to AI assistance [13][14] - Generation X (45-59) is pragmatic and financially savvy, with 37% being budget-conscious and preferring local brands [16][19] - Generation Y (29-44) prioritizes experience over products, with 70% willing to pay for better experiences and 81% favoring quick delivery services [20][21] - Generation Z (18-28) is divided, with 31% eager to spend while 34% are financially constrained, focusing on products that resonate with their social circles [22][23] Market Opportunities - The aging population presents new business opportunities, as older consumers seek to enhance their quality of life and are open to innovative products [14][15] - Companies need to adapt their strategies to cater to the unique needs of different generations, emphasizing product quality, experience, and effective communication [23]