艾媒咨询：2026年中国新消费趋势白皮书

Core Insights - The report highlights the structural upgrade of China's new consumption market driven by demographic changes, income levels, policy guidance, and technological innovation, transitioning from scale expansion to structural adaptation [1][3]. Group 1: Market Characteristics - The new consumption market is characterized by three core tracks: emotional economy, quality of life, and smart technology, reflecting profound changes in consumption logic and market structure [2][3]. - The emotional economy focuses on fulfilling emotional needs, with market size expected to reach 23,077.7 billion yuan by 2024 and double by 2029 [2]. - The quality of life track emphasizes health, comfort, and spiritual satisfaction, with the silver economy shifting from "elderly care" to "enjoying old age" [2][3]. - The smart technology track leverages AI and big data, with applications in AI terminals, service robots, and smart connected vehicles, becoming a key engine for consumption upgrade [2][3]. Group 2: Consumption Trends - Five major trends are anticipated for 2026: the shift from population dividends to value dividends in lower-tier markets, the integration of "AI+" services for personalized living, the acceleration of virtual and physical integration, sustainable consumption throughout the supply chain, and the globalization of brand ecosystems [3][9]. - Consumer motivations are evolving from functional satisfaction to emotional resonance and value recognition, with a dual decision-making logic of "extreme practicality" and "emotional premium" [2][9]. - The market structure is becoming more layered, with vertical communities emerging as the core soil for brand growth [2][9]. Group 3: Policy and Economic Context - The transition from "scale expansion" to "structural adaptation" is marked by a new policy framework aimed at enhancing the adaptability of consumer goods supply and demand, promoting consumption's contribution to economic growth [17][19]. - The government has set quantitative targets for optimizing supply structures, including three trillion-level fields and ten hundred-billion-level hotspots, to foster a healthy interaction between supply and demand [18][19].