格隆汇APP·2025-06-20 08:19Core Viewpoint - The article discusses the shift in consumer behavior in China, highlighting the rise of "new consumption" and its contrast with traditional consumption, emphasizing the emotional value and social aspects of modern purchasing decisions [1][4][21]. Group 1: Current Consumption Landscape - Domestic consumption has become a primary focus for the economy, with various government initiatives like subsidies and consumption vouchers aimed at boosting spending [1][2]. - China's household consumption accounts for less than 40% of GDP, significantly lower than the 70% in the US and 60% in Japan, indicating substantial growth potential [3]. - There is a notable disparity in the consumption market, with traditional sectors declining while new consumption categories are thriving [4]. Group 2: Traditional vs. New Consumption - Traditional dining sectors are struggling, with significant losses reported by established brands, while new beverage brands like Mixue Ice City are rapidly expanding [5]. - Traditional retail channels are experiencing a decline, with hypermarkets down 11.4% for four consecutive years, while snack stores are booming [7][8]. - The high-end liquor market is facing challenges, with prices for premium brands like Moutai dropping significantly, reflecting inventory pressures [9]. Group 3: Emotional and Social Aspects of New Consumption - New consumption is characterized by a shift from basic needs to "self-pleasing" demands, focusing on emotional value rather than practical utility [21][22]. - The success of products like LABUBU from Pop Mart illustrates the importance of social media and emotional marketing in driving consumer interest [30][31]. - Over 40% of young consumers prioritize emotional value in their purchases, with a significant portion seeking to please themselves through spending [35][36]. Group 4: Evolution of Consumer Behavior - The article outlines the historical evolution of consumer behavior in China, indicating three major shifts in consumption patterns since the 1990s [47][48]. - The emergence of the third consumption era reflects a transition towards valuing symbolic meanings over practical use, aligning with global trends [52][53]. - As consumer needs evolve, there is a potential shift towards a fourth consumption era, characterized by rational consumption and a focus on value [68][72]. Group 5: Future Outlook - The new consumption trend is expected to continue growing, particularly in sectors like pet economy and new consumer electronics, despite potential market corrections [62][63]. - The interplay between traditional and new consumption is seen as a driver for domestic demand recovery, supported by policy initiatives [75][76].