2026年中国新消费趋势白皮书

Core Insights - The report titled "2026 China New Consumption Trend White Paper" indicates that the new consumption market in China is driven by three main forces: self-centered consumer behavior, innovative product supply value, and globalization of market boundaries [1][7][17] - The core sectors identified include the Emotional Economy sector (projected to reach 23,077.7 billion yuan by 2024), the Quality Life sector (with the elderly care industry expected to reach 16.1 trillion yuan by 2025), and the Smart Technology sector (with the AI industry projected to reach 10,457 billion yuan by 2025) [1][7][19] - Key trends for 2026 include the shift of lower-tier markets towards value dividends, the emergence of "AI+" for personalized services, accelerated virtual and physical integration, mainstream sustainable consumption, and the globalization of brand ecosystems [1][7][19] Market Dynamics - The new consumption market is characterized by emotional resonance and value recognition as core drivers, with decision-making becoming increasingly practical and emotionally driven [7][17] - The market is transitioning from a focus on scale expansion to structural adaptation, as indicated by the Ministry of Industry and Information Technology's new policy framework aimed at enhancing the adaptability of supply and demand [15][17] - The demographic and income growth in China is creating a strong market expansion and driving force, with urban-rural development becoming more balanced [9][12] Sector Analysis - The Emotional Economy sector focuses on consumer emotional needs, shifting from traditional functional value to emotional value, where consumers are willing to pay for products that provide emotional resonance and psychological comfort [25][31] - The Quality Life sector encompasses various core types, including the elderly economy, health consumption, and new-style tea drinks, reflecting a growing demand for quality living [19][23] - The Smart Technology sector includes innovations such as AI terminals, service robots, and digital humans, indicating a strong momentum in technological advancements [7][19]