2026中国消费趋势报告发布：聚焦“意义与价值”新纪元

Core Insights - The "2026 Consumer Trends Conference" highlighted the shift from high-speed growth to a focus on "meaning and value" in consumer behavior, marking the end of an era characterized by scale and speed [2] - The "2026 China Consumer Trends Report" identified ten key consumer trends, emphasizing "rational emotionalism" and "quality calculation" as critical to understanding current consumer behavior [2] Group 1: Consumer Behavior Trends - The report outlines ten consumer trends: rational emotionalism, quality calculation, spiritual nomadism, daily highlights, empathetic experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [2] - Consumers are becoming "rational emotionalists," exhibiting a tendency to be rational in daily spending while being more emotional in discretionary purchases [2] - The "quality calculation" trend indicates a shift towards consumers seeking not just value for money but also exceptional value [2] Group 2: Market Segmentation and Experience - The current consumer market reflects a duality of cost-effectiveness and high-end experiences, indicating the arrival of a consumption stratification era [4] - The focus of consumption is shifting from external social value recognition to internal individual life experiences, emphasizing personal satisfaction over mere possession [4] - Consumption is evolving into a process of curating an ideal life and seeking emotional comfort and identity recognition [4] Group 3: Brand Strategies and Long-term Value - Leading companies are adopting various strategies to deepen connections with consumers, such as Haier's user co-creation model and Kailas's focus on authentic experiences [5] - Brand building is essential for long-term value, with aesthetics becoming a key differentiator in a market that prioritizes emotional and experiential aspects [7] - The approach to brand communication is shifting from a one-sided narrative to a two-way interaction that resonates emotionally with consumers [7] - The ultimate goal for brands in the new era of "meaning and value" is to build deep consensus with consumers, which serves as a robust defense against market fluctuations and supports sustainable growth [7]