六部委“供需适配政策”精准发力“新消费”

Group 1: Policy Insights - The joint policy issued by six ministries aims to enhance the adaptability of supply and demand in consumer goods, marking a significant shift in consumption policy since the Fourth Plenary Session[6] - By 2027, the goal is to establish three trillion-level consumption sectors and ten hundred-billion-level consumption hotspots, indicating a strong focus on new consumption[7] - The policy emphasizes the application of new technologies and models, expanding the supply of unique and new products, and fostering new consumption scenarios and business formats[6] Group 2: New Consumption Characteristics - New consumption is characterized by a focus on emotional value and technological content, with consumers increasingly valuing emotional experiences over mere functionality[14] - The rise of short video platforms and the experience economy is reshaping both online and offline consumption scenarios, enhancing consumer engagement and satisfaction[16] - The Z generation and younger elderly populations are becoming the main consumer forces, driving demand for products that align with their values and emotional needs[26] Group 3: Market Dynamics - The transition from an incremental consumption market to a high-quality development phase is driven by the need to address product homogeneity and enhance consumer experience[18] - The increasing middle-income population, projected to exceed 400 million by 2025, is expected to provide sustained momentum for consumption growth[20] - New consumption brands like Mixue Ice City, Pop Mart, and Laopuhuang are thriving due to their unique IPs and precise market positioning, demonstrating strong revenue growth[41]