2026，拿捏年轻人的五个消费关键词

Core Insights - The article discusses a significant shift in consumer behavior from "material" to "human" and from "satisfying needs" to "creating meaning" as the market evolves towards 2026 [5][10] - The Z generation is redefining consumption by asserting their identity through purchasing decisions, moving from passive acceptance to active definition of their consumer behavior [8][10] Group 1: Key Consumer Trends - By the third quarter of 2025, service consumption accounted for 46.8% of total household consumption expenditure in China, with service retail growth outpacing goods retail [8] - The shift from "physical" to "service" consumption reflects a deeper change in consumer logic, focusing on experiences and relationships rather than just products [8] - The rise of "human touch" in marketing is favored over the overly polished "AI technology feel," as brands that connect emotionally with consumers are more successful [13] Group 2: New Symbols of Consumption - Traditional luxury brands are facing revenue declines, while emerging brands like "Shanxiaoyou Song" and "Pop Mart" are gaining popularity among younger consumers [17][18] - Young consumers are creating a new social currency through "new symbols," challenging the authority of previous generations' consumption symbols [18] Group 3: Search for Meaning - The previous generation's clear life path has become obsolete for younger consumers, who are now exploring personalized definitions of a meaningful life [20] - A significant portion of young people engage in "mystical consumption" as a way to cope with stress and anxiety, with 60% having tried AI fortune-telling [21][23] Group 4: Companionship and Connection - As loneliness becomes more common, consumption is increasingly seen as a way to alleviate this feeling, with AI companionship applications seeing a 64% increase in spending [27][29] - Young women are particularly drawn to gaming as a form of companionship, with female gamers now making up nearly half of the gaming population in China [28] Group 5: Positive Consumption - Consumers are increasingly seeking to celebrate small achievements and find joy in everyday life, with 79.2% believing that daily life needs a sense of ritual [31][34] - The trend indicates a shift in consumer motivation from "what do I need" to "what makes me happy," reflecting a deeper psychological need for affirmation [34][35] Conclusion - The consumer market in 2026 is transitioning from transactional to relational consumption, emphasizing connections and meaning over mere product functionality [43][44] - The evolving landscape suggests that future competition will focus on creating meaningful connections rather than just competing on product features [44][45]