POP MART(HK:09992) Sou Hu Cai Jing·2025-12-09 01:48Core Insights - The report "New Middle Class Phenomenon: 2025 Consumer Mindset and Brand Growth Guide" focuses on the consumption characteristics of China's new middle class and high-net-worth individuals, analyzing consumer trends and demographics using data from the Harmony ecosystem, which includes over 1 billion devices and 800,000+ developers [1][8] - The core values of the new middle class are centered around health (35%), family happiness (33%), and personal development (32%), with consumption decisions driven by both efficiency and emotional motivations [1][19] - The report identifies six consumer personas within the new middle class, with average monthly spending around 50,000 yuan for high-net-worth individuals, primarily located in first-tier and new first-tier cities [1][17] Consumer Trends - The Chinese consumer market has undergone significant changes, including the return of overseas consumption, the stratification of social media, and the reshaping of consumer values, leading to a complex and multi-dimensional consumer behavior [7][17] - The new middle class is characterized by a shift from material ownership to valuing experiences and services, with a focus on long-term value rather than immediate gratification [18][26] - The report highlights a growing trend towards experience-based consumption, with consumers willing to invest in travel, education, and health, reflecting a prioritization of quality and experience over mere possession [18][26] Brand Growth Strategies - Brands are encouraged to shift their growth logic from quantity expansion to quality competition, focusing on understanding, resonating with, and connecting to consumers [1][19] - The integration of technology and fashion is identified as a key competitive factor for high-end brands, which must align with the lifestyle and spiritual needs of the new middle class [1][19] - The Harmony ecosystem's capabilities allow brands to capture user behavior preferences accurately and provide timely services in appropriate contexts, enhancing brand loyalty and emotional connection [1][19] Consumer Personas - The report outlines six consumer personas, including "Global Pioneer Experience Seekers," "Ambitious Trendsetters," and "Elegant Enjoyers," each with distinct characteristics and consumption patterns [10][46] - These personas reflect varying degrees of consumption power, interests, and lifestyle choices, emphasizing the need for brands to tailor their strategies to meet the specific needs of each group [10][46] Investment in Long-term Value - The new middle class views consumption as a long-term investment, particularly in areas such as education, health, and technology, indicating a shift towards prioritizing products and services that offer sustained value [35][38] - This trend is supported by a growing willingness among consumers to allocate budgets for personal development and skill enhancement, further driving the demand for brands that can deliver on these expectations [35][38]