埃森哲：中国消费市场的新主张和新机遇

Core Insights - The article discusses the evolving landscape of consumer behavior in China, emphasizing the shift from passive acceptance to active engagement in the market, driven by changing values, emotional connections, and technological advancements [1][2]. Group 1: Changes in Consumer Preferences - Domestic brands are gaining popularity, with consumers prioritizing local products over international ones. For instance, the percentage of consumers preferring domestic beauty and skincare brands rose from 12% in 2021 to 43% in 2025, while preference for domestic 3C digital products increased from 23% to 55%, and for home appliances from 33% to 69% [3]. - Consumers are re-evaluating their life priorities, focusing more on health and financial stability. The proportion of consumers valuing health increased by 9 percentage points to 87%, and those valuing wealth rose by 12 percentage points to 47% [8]. Group 2: Shifts in Information Channels and Brand Loyalty - The channels through which consumers obtain shopping information are diversifying, with traditional marketing methods becoming less effective. E-commerce platforms remain the primary source for 60% of consumers, but video platforms like Douyin and Kuaishou have become significant, with usage rising to about 50% [9]. - Brand loyalty is diminishing, with 55% of consumers frequently comparing multiple brands even if they have a favorite, an increase of 13 percentage points since 2021. Nearly 70% of consumers feel indifferent or resistant to marketing content [10]. Group 3: The Role of AI in Consumer Behavior - AI is becoming a crucial factor in consumer decision-making, with nearly 80% of Chinese consumers using AI weekly or daily. About 37% have utilized AI tools in shopping, primarily for assistance in unfamiliar categories or for quick comparisons [10][21]. - Brands must adapt to interact with AI as a representative of consumers, providing structured and accurate content to influence AI-generated recommendations, which will affect brand visibility and conversion rates [18][21]. Group 4: Brand Strategies in a Changing Landscape - Brands are encouraged to demonstrate tangible value to consumers, moving beyond just price to emphasize visible and verifiable product benefits. This shift is evident in the focus on quantifiable effects and scientific backing in product descriptions [12][15]. - Creating integrated experiences that resonate emotionally with consumers is essential. Brands should aim for a multi-channel ecosystem that combines online and offline experiences, enhancing consumer engagement and satisfaction [16]. Group 5: Consumer Expectations and Brand Accountability - Consumers are increasingly seeking stability and meaningful engagement from brands, evaluating their relevance, consistency, and ability to fulfill promises. This reflects a deeper human need for trust and connection [22]. - Companies aiming to capture the Chinese consumer market face challenges from outdated growth models but also have opportunities to respond effectively to these profound changes with courage and adaptability [22].