2026春节年货消费趋势报告-Flywheel飞未

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The main theme for the 2026 Spring Festival consumption is the coexistence of rational and emotional spending, termed "rational-emotional symbiosis" [9] - Consumer demand is evolving, with emotional consumers becoming polarized and rational consumers expanding [10] - New product offerings are characterized by "category renewal" and "emotional empowerment" [11] Summary by Relevant Sections Research Background Assessment - The report is produced by Flywheel, a commercial data service company, utilizing data from e-commerce and social media monitoring [6] - The data covers the 2024-2025 Spring Festival period and anticipates trends for the 2026 Spring Festival [6] Scope and Boundaries Confirmation - The research focuses on the 2026 Spring Festival consumption trends across various categories including food and beverages, beauty and personal care, pet products, and health care [7][8] - The target market is primarily in China, analyzing online platforms and social media performance [8] Key Data Capture and Presentation - 43% of high-income individuals wish to participate in traditional customs during the Spring Festival [14] - The market for gift-giving during the Spring Festival is expected to grow by 15% in 2026 [14] - 48% of consumers believe that gift-giving has become more important during the Spring Festival [14]