2026北京青年消费图鉴：该省省该花花，“心价比”取代“性价比”

Core Insights - The article discusses the emerging consumption trends among Beijing's youth in 2026, highlighting their significant role in driving economic growth and the transformation of the capital's consumer market [2][3]. Group 1: Six New Trends in Youth Consumption - The youth consumption landscape in Beijing is evolving from simple transactions to a complex model centered around "technology empowerment, value orientation, emotional core, and local confidence" [2][3]. - The contribution of youth consumption to economic growth is increasing, with final consumption expenditure accounting for over 52% of economic growth by 2025 [2]. - The report identifies six leading trends that reflect the highly differentiated and deeply integrated consumption behaviors of Beijing's youth [2]. Group 2: Trend One - AI Integration - AI is becoming a core driver of consumption growth, with predictions indicating that the consumer-grade AI hardware market in China will exceed 1 trillion yuan by 2026, maintaining a compound annual growth rate of over 30% [3]. - Over 85% of surveyed youth regularly use AI assistants for shopping, indicating a shift in how consumption decisions are made [3][4]. Group 3: Trend Two - "Heart-Price Ratio" Consumption - Youth consumers are increasingly willing to pay for emotional satisfaction, leading to a new consumption philosophy termed "heart-price ratio," which balances functional value and emotional fulfillment [5][6]. - This trend reflects a broader shift in consumer behavior from survival-oriented to development and experience-oriented spending [5][6]. Group 4: Trend Three - Rise of Local Brands - Local brands in Beijing are gaining popularity, driven by cultural confidence and innovative business models, moving beyond being mere alternatives to international brands [7][8]. - The integration of local cultural elements into products is resonating with youth consumers, who prefer brands that reflect their identity and values [7][8]. Group 5: Trend Four - Proactive Health Consumption - Health has become a foundational aspect of consumption for Beijing's youth, influencing their choices across various sectors, including food, fitness, and wellness [9][10]. - The demand for health-related products and services is rapidly increasing, with significant growth in categories like organic food and health appliances [9][10]. Group 6: Trend Five - Experiential Consumption - Youth consumers are seeking deeper engagement and emotional resonance in their consumption experiences, leading to the blending of commerce, culture, tourism, and sports [11][12]. - The concept of "ticket economy" is emerging, transforming single purchases into ongoing experiences that enhance consumer engagement [11][12]. Group 7: Trend Six - "Insiderism" in Consumption - Youth consumers are becoming more knowledgeable and discerning, with a focus on professional insights and peer recommendations influencing their purchasing decisions [13][14]. - Brands are responding by refining their offerings to meet the demands of informed consumers, emphasizing core competencies and eliminating unnecessary features [15].