报告显示，中国消费者越来越关注产品是否“值得”

Core Insights - Recent reports from NielsenIQ and Mintel highlight that today's consumers are becoming more rational, favoring retailers and brands that can deliver on trust and value commitments [2][4] - Consumer spending data supports an optimistic outlook, with significant growth in technology and durable goods sales in China during the first half of 2025, alongside a shift from "external consumption" to "internal self-investment" [2][6] - Consumers are increasingly prioritizing products that are "worth it" over those that are simply "cheap," leading to a decline in the effectiveness of price promotions [2][12] Consumer Behavior Trends - A "decision layering" phenomenon is emerging, where consumers seek extreme cost-effectiveness for essentials while still willing to indulge cautiously in categories that enhance self-value, such as health and personalized experiences [3] - Despite a complex market environment, there is a moderate optimism regarding personal financial situations, with a 10% increase in consumers feeling financially secure since 2023 [6] - In China, 50% of respondents believe their financial situation will improve by early 2026, up from 45% in 2024, indicating a growing sense of financial confidence [6] Brand Trust and Value - "Brand trust" has become a new currency, with 95% of consumers indicating that trust is crucial when selecting brands, particularly in China where expectations for brand trust are higher [8][10] - Trust is derived from actual brand performance rather than mere marketing claims, with consumers increasingly valuing brands that align with their evolving lifestyles, such as a focus on health and simplicity [10] Full-Channel Consumption - Full-channel consumption is becoming a competitive frontier, with consumers expecting a seamless, personalized, and immediate shopping experience across various platforms [12] - In the U.S., offline shopping frequency has decreased by 2.3%, while online shopping frequency has increased by 16%, highlighting a shift in consumer behavior [12] - Price promotions are losing their appeal, with only 26% of consumers purchasing during sales and 22% opting for discount stores, indicating a need for brands to compete on value rather than discounts [12] Strategic Recommendations for Brands - To succeed in a cautious consumption environment, brands must provide stable product quality, respond to new lifestyle characteristics, and offer a smooth shopping experience across channels [13] - The focus should shift from merely seeking "cost-effectiveness" to ensuring products are perceived as "worth it," with emotional connections and value transmission becoming central to consumer engagement [13] Future Consumer Trends - The rise of big data algorithms is reshaping consumer identities and relationships with brands, necessitating a balance between efficiency and meaningful engagement [14][15] - The definition of "youth" is evolving, with consumers no longer confined to traditional life milestones, presenting opportunities for brands to cater to a broader age demographic [16] - As consumers grow weary of AI-driven perfection, there will be a shift towards embracing imperfection and creativity, allowing brands to forge deeper emotional connections with consumers [18]