2026，四大消费赛道丨尼尔森IQ年度报告同步首发

Core Insights - The article discusses the evolving consumer landscape in China, particularly focusing on the dual strategy of "first-time purchases + upgrade activation" in the context of county-level economies and the growing significance of lower-tier markets [3][14][16]. Group 1: Consumer Trends - During the New Year holiday, domestic tourism revenue reached 847.89 billion yuan, recovering to 112.3% of 2019 levels, with 1.35 billion domestic tourists, reflecting a strong rebound in consumer activity [3]. - In Hainan, post-"closure," tourism revenue surged to 32.8 billion yuan, a 28.9% year-on-year increase, with duty-free shopping reaching 7.12 billion yuan, up 128.9% [4]. - The consumer base is increasingly divided into "carefree" and "cautious spending" types, with 24% and 39% of the population respectively identified in 2024, and the "carefree" segment expected to grow to 31% by 2025 [7][9]. Group 2: Market Dynamics - The lower-tier cities are experiencing significant growth in tourism, with cities like Jingzhou and Huaihua seeing over 30% year-on-year increases in visitor numbers, outpacing first-tier cities [5]. - The report highlights that 68% of companies in lower-tier markets have seen stagnant or negative growth in market share over the past two years, indicating challenges in maintaining momentum [16]. - The demand for durable goods in lower-tier markets is growing, with a 12% year-on-year increase in sales, and the importance of these markets is rising by 38% [16]. Group 3: Product and Brand Strategies - The report emphasizes the importance of "first-time purchases" and "upgrade activation," suggesting that brands should focus on attracting consumers making their first significant purchases, such as smart appliances and electric vehicles [17]. - 57% of consumers in lower-tier markets have not upgraded their appliances in over three years, indicating a need for strategies to stimulate replacement purchases through trade-in programs and experiential upgrades [17]. - Key consumer preferences include price sensitivity, product performance, and the desire for smart technology, with a notable increase in sales of energy-efficient appliances by 38% on platforms like JD.com [4][21]. Group 4: Sales Channels - Emerging sales channels are gaining traction, with content e-commerce and membership warehouse stores showing significant growth, while traditional channels like hypermarkets are declining [24][25]. - The top five sales channels with year-on-year growth include content e-commerce (27%), membership warehouse stores (25%), and snack stores (20%) [24]. - The shift in consumer behavior is towards valuing unique products and experiences, with 69% of consumers believing private label brands offer better value [27]. Group 5: Future Outlook - The article suggests that the next growth wave in consumer goods will be driven by AI and smart technology, with a focus on health and convenience [43][44]. - The new round of national subsidies will target high-efficiency products, particularly in the tech and appliance sectors, which are expected to stimulate further growth [34]. - The report concludes that brands that can adapt to consumer preferences and provide meaningful experiences will define the future of the market [56].