消费者预期乐观 报告称中国零售市场迈入“我的时代”

Core Insights - The report by NielsenIQ highlights a shift in Chinese consumer behavior towards a more personalized and experiential approach to retail, indicating a growing optimism about the economy and future spending [1][2] Group 1: Consumer Behavior Trends - Consumers are increasingly focused on experiences rather than just purchasing products, with 68% valuing store atmosphere, 61% prioritizing service, and 54% willing to pay a premium for quality [1] - Emotional consumption is evolving, with consumers seeking self-worth and identity through their purchases, leading to growth in sectors like the single economy, pet consumption, and the silver economy [1] - There is a notable shift from brand loyalty to value recognition, with consumers willing to pay more for genuine effectiveness and innovation rather than just brand reputation [2] Group 2: Retail Channel Transformation - Traditional retail formats are transitioning from mere sales spaces to lifestyle experiences, with major supermarkets experiencing a decline in sales share, indicating a need for immersive and differentiated offerings [2] - Private label brands are gaining traction, with 69% of consumers perceiving them as more valuable, resulting in a 12.9% growth in sales compared to a mere 0.1% for manufacturer brands [2] - Membership and discount stores are seeing significant sales growth, with warehouse membership stores and snack shops increasing by 25% and 20% respectively, driven by cost reduction and quality assurance through direct brand partnerships [3] Group 3: Market Dynamics and Future Growth - The retail market is entering a critical restructuring phase, where success will depend on meeting consumers' emotional and personalized needs rather than just competing on foot traffic or price [3][4] - The lower-tier markets are becoming vital growth areas, shifting from a uniform distribution model to personalized engagement through data and diverse retail channels [4] - The X generation (ages 44-59) is identified as a key consumer group for the next five years, with stable income and mature judgment, playing a significant role in household spending [4] - The report emphasizes the importance of brands resonating with consumers' lives and experiences, as AI and data are set to drive the next phase of retail transformation [4]