当一线不再独占消费力，新兴城市如何点亮中国消费地图？

Core Insights - Consumption is a crucial component of domestic demand and a key support for the economic recovery in China, with a reported year-on-year growth of 4% in retail sales from January to November 2025, surpassing the growth rates of the previous year [1] - The Chinese government has prioritized boosting consumption as a key economic task, with recent policies aimed at enhancing financial support for consumption across various sectors [1] - Emerging cities are becoming the main drivers of consumption growth, with three to five-tier cities contributing 80% of the incremental growth in the fast-moving consumer goods market [3][4] Group 1: Economic and Consumption Trends - The macroeconomic data indicates a structural shift in China's economic growth dynamics, with emerging cities increasingly driving economic and consumption growth [4] - By December 15, 2025, 55.7% of non-first-tier cities reported GDP growth rates exceeding the national average, with significant contributions from third and fourth-tier cities [4] - Among 306 non-first-tier cities, 98.7% experienced positive growth in social retail sales, with 72.1% of third-tier cities outperforming the national average [4][6] Group 2: Consumer Behavior and Market Dynamics - The consumer market in non-first-tier cities is becoming increasingly competitive, with brands expanding their presence in these regions, leading to a shift in consumption patterns [9][10] - The rise of lifestyle brands and high-end products in emerging cities reflects a growing demand for quality and variety among consumers [10][11] - The trend of cross-city shopping is emerging, with residents of smaller cities traveling to nearby urban centers for shopping, indicating a blurring of consumption boundaries [30][32] Group 3: Retail Innovations and Supply Chain Developments - New retail models, such as Hema's integration of local products into urban consumption, are transforming traditional supply chains and enhancing consumer access to diverse products [18][20] - The "Hema Village" model is facilitating the entry of local agricultural products into urban markets, creating new consumption trends and enhancing local economies [22][24] - The performance of Hema stores in various emerging cities demonstrates that consumer enthusiasm is not strictly correlated with city tier levels, highlighting the potential for growth in these markets [26][30] Group 4: Lifestyle Changes and Consumption Patterns - The lifestyle preferences of consumers in emerging cities are evolving, with a focus on convenience and emotional satisfaction in shopping experiences [30][33] - Health-conscious consumption is on the rise, with an increasing demand for products that emphasize quality ingredients and health benefits [33][35] - The introduction of high-quality retail spaces is extending shopping hours and enhancing the overall consumer experience, contributing to a more vibrant night-time economy [36]