知萌发布《2026中国消费趋势报告》 持续十年预见消费趋势

Core Insights - The 2026 Consumer Trends Conference, hosted by Zhimo Consulting, took place in Beijing on December 6-7, showcasing the annual China Consumer Trends Report, which has been a significant indicator of the Chinese consumer market for the past decade [1][2] Group 1: Conference Overview - The conference featured a two-day deep trend forum with 24 forward-looking speeches and 4 cross-industry roundtable discussions, covering ten key industries including food and beverage, home appliances, outdoor sports, retail, health, automotive, AI, and cultural tourism [1] - Zhimo's annual consumer trends report has evolved from a "small green book" in 2017 to a comprehensive analysis that includes 100 consumer trends and 450 brand case studies, serving as a crucial reference for corporate strategic decision-making and brand innovation [2] Group 2: Key Trends and Insights - Zhimo's founder and CEO, Xiao Mingchao, announced the top ten consumer trends for 2026, which include: rational-emotional symbiosis, quality calculation, spiritual nomadism, daily highlights, shared experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [3] - The report emphasizes a shift in the commercial landscape from "high-speed growth" to "high-quality growth," highlighting a generational shift in "consumer discourse power" and a fundamental leap in the role of technology [3] Group 3: Practical Applications and Discussions - The conference included various segments such as industry roundtable discussions, brand case sharing, and trend exhibitions, attracting over a thousand attendees interested in consumer trends [4] - Experts from academia and industry discussed the underlying logic of changes in Chinese consumption and identified opportunities for the industry, focusing on themes like convenience in consumption and the upgrade of aesthetic and emotional needs [5]