深度复盘2025消费大变局：政策与市场双轮驱动下的品牌重塑与科技共生

Core Insights - The article emphasizes the importance of consumption as a key driver of economic growth in China, highlighting that it is a primary focus of government policy for 2025, aiming for a unique development path characterized by stability and progress [1][14]. Macroeconomic Context - In 2025, consumption's contribution to economic growth reached 53.5%, an increase of 9 percentage points from the previous year, showcasing its stability amid pressures on investment and exports [3]. - From January to November, the total retail sales of consumer goods grew by 4.0% year-on-year, with service retail sales leading at a growth rate of 5.4% [3]. Trends in Consumption - Smart Replacement Trend: The introduction of long-term special government bonds and local subsidies has led to a surge in sales from old-for-new consumption, exceeding 2.5 trillion yuan, marking a significant reduction in consumption barriers [4]. - Emotional Value Rise: A notable 56.3% of Generation Z consumers are willing to pay for emotional experiences, indicating a shift from functional consumption to products that resonate emotionally [7]. - Channel Revolution: Online retail sales of physical goods approached 26%, with live e-commerce and instant retail reshaping consumption dynamics, particularly in previously underserved county markets [10]. - Supply-Side Awakening: The light industry and manufacturing sectors are proactively creating new demand by eliminating low-value capacity and adopting smart manufacturing technologies [11]. Expert Perspectives - A leading brand expert highlights that the 2025 consumer market signifies a new cycle of "brand technology," where successful companies leverage both hard technology and emotional appeal to thrive in a competitive landscape [12]. - The expert stresses that digital transformation is essential for survival in the market, advocating for deep integration of technological innovation throughout the product lifecycle to elevate "Chinese manufacturing" to "Chinese branding" [12]. Conclusion - The article concludes that the "steady progress" in the consumer market is a result of effective policy and market vitality, suggesting that the future of China's consumption landscape will continue to evolve through structural reforms and the emergence of new productive forces [14].