告别流量内卷：品牌要打一场“共识之战”

Core Insights - The 2026 Consumer Trends Conference hosted by Zhimeng in Beijing highlighted the evolution of consumer trends over the past decade and identified structural opportunities for brands in 2026 [1][3] - Zhimeng Consulting presented ten key consumer trends for 2026, emphasizing the shift from capturing attention to building public value consensus among consumers [5][8] Group 1: Consumer Trends - The ten consumer trends identified include: rational-emotional coexistence, quality calculation, spiritual nomadism, daily highlights, empathetic experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [5] - Brands are urged to focus on creating public recognition and emotional resonance rather than merely competing for attention in a saturated market [5][10] Group 2: Market Dynamics - The market is experiencing an overload of choices, with over 20 million new consumer products introduced in 2024 alone, leading to a challenge for brands to differentiate themselves [8][10] - The proliferation of short video accounts and content has resulted in a noisy environment where consumers struggle to discern valuable information, leading to a sense of brand indifference [10][11] Group 3: Brand Consensus - Brand consensus is defined as a multi-layered process that includes cognitive consensus, value consensus, emotional consensus, and experiential consensus [12][13] - Cognitive consensus refers to the unique position a brand holds in consumers' minds, often encapsulated in a memorable phrase or symbol [13] - Value consensus focuses on the brand's value stance and lifestyle proposition, exemplified by brands like Bosideng, which connects its products to broader public values [15][17] - Emotional consensus is about the stable emotional experiences a brand evokes in consumers, often stemming from relatable stories or experiences [18][20] - Experiential consensus occurs when consumers instinctively associate a brand with specific situations, as demonstrated by Vivo's focus on concert photography [20][22] Group 4: Role of Centralized Media - Centralized platforms like Weibo are crucial for building brand consensus, as they facilitate public discussions and shared memories [25][28] - The process of creating brand consensus involves multiple stakeholders, including media, KOLs, and consumers, contributing to a collective understanding of the brand [26][28] - Successful brands become part of the social narrative, transcending individual marketing efforts to establish a lasting presence in consumers' minds [26][28]