机构：“AI场景力”等将成为2026年新消费趋势

Core Insights - The core viewpoint of the article emphasizes a shift in consumer behavior from material satisfaction to seeking better experiences and fulfillment, with a focus on user-defined value in the commercial world [1][2]. Group 1: Consumer Trends - The 2026 consumption trends report identifies "meaning" and "value" as key annual keywords, indicating that consumers will increasingly question the reasons behind their purchases and the value they derive from them [2]. - The report outlines ten major consumption trends for 2026, including "rational-emotional symbiosis," "quality calculation," and "spiritual nomadism," which reflect a shift towards a more nuanced understanding of consumer motivations [2][3]. - Over 80% of consumers engage in "emotional consumption" at least once a month, aimed at healing, decompressing, or rewarding themselves, highlighting the importance of emotional experiences in purchasing decisions [2]. Group 2: Brand Strategies - The trend of "health frequency" points to a refined approach to health management, while "AI scene power" suggests the integration of AI as an emotional companion in consumer experiences [3]. - The "brand consensus" trend emphasizes the necessity for brands to build deep consensus from cognition to experience in an era of information overload, which is essential for establishing a competitive moat [3].