【2025云南经济观察】消费扩容提质 “主引擎”韧性凸显

Core Insights - Consumption is viewed as a stabilizing force for the economy, with policies aimed at expanding domestic demand and promoting consumption set to drive a vibrant market in 2025 [1] Group 1: Consumption Growth - From January to November 2025, the total retail sales of consumer goods in the province reached 11,646.20 billion, marking a year-on-year growth of 3.0% [2] - Urban and rural consumption both showed growth, with rural areas growing faster than urban areas; urban retail sales reached 9,635.45 billion (up 2.9%), while rural retail sales reached 2,010.75 billion (up 3.7%) [2] - The "old for new" consumption policy has been effective, with significant growth in retail sales of communication equipment (up 50.8%), wearable devices (up 53.3%), computers and accessories (up 61.2%), and home appliances (up 33.9%) [2] Group 2: Service Consumption and Digital Economy - The province is focusing on developing service consumption to expand domestic demand and promote high-quality economic growth [4] - The internet and related services have shown strong growth, with revenue from these sectors increasing by 38.8% from January to November 2025, leading among ten key industries [4] - The software and information technology services sector also maintained double-digit growth, with a revenue increase of 15.3% from January to October 2025 [4] Group 3: Emerging Consumption Trends - The city of Kunming is becoming a key destination for new restaurant brands, indicating a rise in the "first launch economy" [5] - The concept of "emotional value" is emerging as a key consumption driver among the younger generation, leading to a transformation in consumer behavior focused on emotional resonance and interest satisfaction [5] - New themed spaces and events targeting the younger demographic are being developed, such as the first two-dimensional theme street in Yunnan, enhancing social engagement and consumption growth [5] Group 4: Cultural and Tourism Integration - The integration of culture and tourism is providing more convenience for one-stop travel experiences, with initiatives like non-heritage shopping months and cultural performances being introduced [6] - During the New Year period, there was a 29% year-on-year increase in tourism bookings in Kunming, with hotel and homestay bookings rising by 27% and luxury hotel orders increasing by 118% [7] - The continuous release of consumption potential highlights the resilience of the market and underscores the critical role of consumption as a key driver of economic growth [7]