消费趋势专家肖明超：2026消费步入价值意义追寻期

Core Insights - The core viewpoint of the articles emphasizes that 2026 will mark a pivotal year for Chinese consumption, focusing on the reconstruction of consumption around "meaning" and "value" [3][9][18] Group 1: Consumption Trends and Changes - The report by Zhimeng Consulting outlines ten years of structural changes in Chinese consumption, highlighting a shift from "scale expansion" to "quality enhancement" [5][9] - Key trends identified include "value new cycle," with consumers increasingly seeking deeper meaning and personal value in their purchases [10][12] - The past decade has seen a transition in consumer focus from material possession to the exploration of consumption significance and individual value [9][17] Group 2: Key Consumer Trends for 2026 - The ten core trends for 2026 include: rational-emotional coexistence, quality calculation, spiritual nomadism, daily highlights, empathetic experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [10][12] - Rational-emotional coexistence is highlighted as a leading trend, indicating that consumers are "rational emotionalists," balancing practical needs with emotional satisfaction [12][14] - Quality calculation signifies the arrival of the "value-price ratio" era, with 77.8% of consumers preferring "less but better" consumption [14] Group 3: Future Predictions - The future of the Chinese consumption market is expected to undergo three significant transformations: accelerated structural upgrades, extreme vertical segmentation, and psychological value becoming a core competitive dimension [17] - Brands that excel in product quality, experience, and value expression will survive the upcoming market reshuffle [17] - The competition will increasingly focus on understanding user depth and creating psychological value, with a call for brands to concentrate on quality reconstruction, scenario reshaping, and consensus building [17][18]