北大国发院最新报告：促消费的关键在于看见个体的需求

Core Insights - The article emphasizes the shift in China's economic growth engine from external to internal demand, highlighting the importance of "domestic demand" in the current economic landscape [1][4] - The "2026 Life Economy Report" suggests that the key to boosting consumption lies in recognizing and addressing the nuanced, specific needs of consumers rather than relying solely on traditional economic stimuli [1][4][9] Group 1: Internal Demand Dynamics - The report identifies a significant disconnect between consumer purchasing power and the availability of products that resonate with their specific desires, leading to a lack of conversion from intent to action [4][6] - Consumers are increasingly seeking products that cater to detailed personal preferences, moving beyond generic needs to specific lifestyle requirements [3][4] - The report argues that these "invisible demands" represent the largest variable for future growth in China's internal demand [3][4] Group 2: Addressing Competition and Market Dynamics - The phenomenon of "involution" in the market is attributed to a lack of differentiation among products, forcing companies into price wars that ultimately harm innovation and quality [5][6] - The report advocates for a shift from price competition to value competition, emphasizing the importance of understanding consumer lifestyles and needs [6][8] - By leveraging user-generated content and community insights, companies can better identify and respond to consumer demands, creating a more effective supply-demand cycle [8][9] Group 3: The Life Economy Concept - The "Life Economy" is defined as a new paradigm that focuses on specific consumer needs and experiences, fostering a two-way interaction between demand and supply [8][10] - This model encourages businesses to engage in C2B (consumer-to-business) reverse customization, allowing for more tailored products that consumers are willing to pay a premium for [8][10] - The report highlights the strategic significance of decentralized demand discovery mechanisms in enhancing internal demand resilience and promoting economic vitality [9][10] Group 4: Societal and Economic Implications - The life economy not only aims to stimulate consumption but also seeks to reshape societal confidence and expectations regarding economic prospects [11][14] - By focusing on individual consumer experiences and aspirations, businesses can contribute to a more sustainable economic growth model that aligns with the evolving demands of the population [11][14] - The integration of diverse supply forms to meet personalized demands is seen as a pathway to establish a virtuous cycle of production and consumption [13][14]