中国经济信心说丨惠及9.58亿人，数字消费进一步释放内需潜力

Core Insights - The report highlights the rapid growth of digital consumption in China, with total digital consumption reaching 9.37 trillion yuan in the first half of 2025, accounting for nearly half of total household consumption expenditure [1] - The user base for digital consumption has surpassed 958 million, indicating a broadening demographic reach, including significant participation from the elderly and rural populations [1] Group 1: Digital Consumption Trends - Digital consumption is no longer limited to a niche market; it has become an accelerator for China's vast consumer potential, with 27.2% of users from Generation Z, 12.2% from the elderly, and 26.0% from rural areas [1] - The shopping experience has evolved, with 71.1% of online shoppers engaging in price comparisons, and 60.6% willing to pay a premium for emotional value and personal interests [2] Group 2: Emerging Consumer Segments - Unique products like "La Bu Bu" toys and cultural creative products are gaining popularity among young consumers, indicating a shift towards personalized and culturally resonant consumption [3] - The rise of new consumption scenarios, such as smart products and traditional cultural items sold online, showcases the innovative fusion of AI and culture in driving consumer demand [3] Group 3: Integration of Online and Offline Experiences - The integration of online and offline shopping experiences is breaking traditional consumption barriers, with 6.26 million users engaging with micro-short dramas and 5.69 million using online food delivery services [4] - This seamless blend of digital convenience and physical experiences enhances consumer engagement and effectively taps into latent domestic demand [4] Group 4: Future Directions - To sustain the momentum of digital consumption, there is a need to strengthen digital infrastructure, bridge the urban-rural digital divide, and encourage innovation in supply to meet user demands [4] - A robust regulatory framework is essential to create a safe and trustworthy consumption environment, which will further boost confidence and expand domestic demand [4]