尼尔森2026消费展望：“十大省钱趋势”来了

Core Viewpoint - The article discusses the changing consumer behavior and spending patterns as highlighted in Nielsen's "2026 Global Consumer Outlook Report," indicating a shift towards more purposeful spending and cost-saving strategies among consumers [2][6][10]. Group 1: Consumer Spending Trends - Consumers are expected to increase spending on practical tools, groceries, home goods, transportation, education/childcare, healthcare, and savings/investments, while reducing expenditures on dining out, entertainment, clothing, food delivery, home decoration, and electronics [2][5]. - The report identifies three primary methods for consumers to save money: seeking low-priced products, shopping more frequently at discount stores, and purchasing promotional brands, with each method being utilized by approximately 31%, 31%, and 30% of consumers respectively [11][14]. Group 2: Strategic Shifts for Brands - Brands must adapt their pricing strategies, with a focus on low prices becoming crucial. The perception of "expensive" as a risk and the emphasis on "worth" rather than just "cheap" products are highlighted as key considerations for Chinese consumers [14][27]. - The report categorizes consumer cost-saving methods into three main types: brand and product shifts, changes in consumption patterns, and channel transitions, suggesting that brands should identify new opportunities based on these shifts [13][16]. Group 3: Rise of Private Labels - The growth of private labels is noted, with a projected 12.9% increase in sales for private brands in China by 2025, contrasting with a mere 0.1% growth for traditional brands during the same period [26][27]. - The article emphasizes that retailers must leverage consumer data to understand preferences better, as this data becomes a valuable asset in the digital marketing landscape [29][30]. Group 4: Seamless Commerce - The concept of seamless commerce is introduced, where social commerce, instant commerce, and retail media networks converge into a cohesive ecosystem, allowing consumers to fulfill multiple needs effortlessly [39][40]. - The article suggests that brands must adopt an omnichannel strategy to succeed in this evolving landscape, with evidence showing that omnichannel retailers achieve higher sales and customer satisfaction [40][43]. Conclusion - The article concludes that the consumer market is undergoing a paradigm shift towards value, efficiency, and experience, urging brands to transition from merely selling products to providing solutions that meet consumer purposes [44].