第四季度市场消费意愿稳定，消费者对商品降价存惯性期待

Core Insights - The report indicates that consumer demand in China for Q4 2025 shows a stable immediate willingness but a diversified structure, with consumers expressing expectations for income growth, job stability, and improved social security while being highly sensitive to prices [1][2] Consumer Sentiment - Nearly 60% of consumers believe that current market prices are high, which has increased compared to the previous quarter, indicating a general expectation for price reductions [2] - Consumer satisfaction with current household economic conditions has been gradually rising over the past two quarters, but weak consumption willingness is primarily due to a lack of confidence in future income improvements [1][2] Spending Patterns - Consumers are primarily allocating surplus funds from daily expenses towards savings, children's education, travel, mortgage repayments, and healthcare, with a rising willingness to save [2] - In the context of a recovering stock market, over 20% of consumers are considering investing surplus funds in capital markets, suggesting potential growth in this area [2] Sector-Specific Insights - In tourism, there is a noted decline in budget for travel expenses, with personalized travel options like self-driving tours becoming more popular [2] - In the automotive sector, the penetration rate of new energy vehicles continues to grow, but the pace has slowed, with consumers increasingly oscillating between choosing gasoline and electric vehicles [2] - In health consumption, there is a strong preference for food and services related to health, with nearly 60% of consumers willing to pay a premium for high-end health products, although trust and payment capability remain barriers [3] Real Estate Trends - Over 70% of households prefer to hold onto their properties for self-use rather than renting or selling, with some consumers reluctant to sell due to current prices being below expectations, aligning with the trend of shrinking second-hand property transactions [3] Recommendations - The report suggests implementing measures focused on stabilizing expectations and promoting income growth, reforming social security systems, creating a market ecosystem that discourages price wars, and initiating actions to stabilize the real estate market to prevent negative cycles in the economy [3]