报告预测2026年消费趋势，称更聚焦“悦己体验”

Core Insights - The report by Zhimo Consulting predicts ten major consumer trends for 2026, including concepts such as "emotional resonance," "quality calculation," and "AI scenario power" [1] - Over the past decade, China's commercial landscape has shifted from "consumption upgrade" to a "quality awakening," indicating a deep transformation in consumer behavior from quantity satisfaction to quality belief [1] - Key themes such as health, rationality, self-fulfillment, and national brands are identified as core variables driving this new consumption cycle [1] Consumer Behavior Trends - Consumers are increasingly seeking better experiences and satisfaction beyond mere material fulfillment, indicating a shift in focus towards "meaning" and "value" in their purchasing decisions [1] - The report emphasizes that consumers are no longer satisfied with simple buying actions but are questioning "why to buy" and "what value is gained" from their purchases [1] - The focus of consumption is shifting towards "small worlds" and "self-pleasing experiences," with a deepening pursuit of meaning and value recognition in consumer behavior [1] Market Dynamics - Zhimo Consulting's CEO, Xiao Mingchao, interprets the decade-long transition in China's business from "high-speed growth" to "high-quality growth," highlighting a growing recognition of local culture and brands among Chinese consumers [1] - The value era characterized by "depth, precision, and empathy" is emerging, reflecting a significant change in consumer expectations and business strategies [1]