新中产万象：2025消费心智群像与品牌增长指南（高净值人群洞察）

Core Insights - The report "New Middle Class Phenomenon: Consumer Mindset Portrait and Brand Growth Guide" focuses on the evolving characteristics of the new middle class in China and the opportunities for brand growth within this demographic [1][2] - The study is based on a user data system built from over 1 billion devices and 2000 valid survey responses, revealing key trends and commercial opportunities in the new middle class consumer market [1][2] Consumer Characteristics - The new middle class in China is diverse, including high-net-worth women in first-tier cities, pragmatic new elites in new first-tier cities, and fashionable groups in second and third-tier cities [1][2] - Core values of this demographic are health (35%), family happiness (33%), and personal development (32%), indicating a shift towards higher quality of life pursuits [1][2][20] Consumption Patterns - Monthly consumption among the new middle class ranges from 10,000 to over 50,000 yuan, forming three tiers: middle, upper-middle, and high consumption [2] - Interests are varied, with common areas of focus including technology, travel, and current events, while specific groups also show interest in fashion, environmental causes, and wellness [2] Brand Engagement - The development of the HarmonyOS ecosystem provides brands with critical support, enabling them to capture user behavior and preferences effectively [2][9] - Brands can leverage this ecosystem to understand consumer needs and build long-term trust through personalized recommendations [2] Market Dynamics - The high-end consumer market in China has shifted from "incremental expansion" to "quality competition," with brand growth now centered around "people, content, and technology" [2] - Successful case studies, such as the user community model created by HarmonyOS, demonstrate how encouraging user participation in brand co-creation can enhance loyalty and belonging [2] Consumer Mindset Evolution - The new middle class is increasingly viewing consumption as a long-term investment rather than immediate expenditure, focusing on experiences and quality [19][36] - Key spending priorities include travel (61%), children's education (59%), and health and wellness (54%), reflecting a long-term investment mindset [19] Value Orientation - The top three values for the new middle class are health, family, and self-improvement, which form the foundation of their personal development [20][21] - Mid-tier values include self-actualization and career wealth, indicating a balance between personal fulfillment and material success [20] Behavioral Trends - The report identifies a trend towards experience-based consumption, where consumers prioritize value and experiences over mere ownership of goods [27] - Emotional consumption is also on the rise, with younger generations willing to invest in products that express their identity and emotional needs [33] Investment in Growth - More than 60% of consumers are willing to invest in education, skills training, and smart devices, viewing these expenditures as essential for maintaining competitiveness [36] - Brands that offer products with both functional and growth value are increasingly favored by the new middle class [36]