到底是谁还在花钱？

Core Viewpoint - The article discusses the shift in consumer behavior in China, highlighting the emergence of new consumption trends driven by emotional value and the growing importance of quality-price ratio in purchasing decisions [6][10][18]. Group 1: Emerging Consumption Trends - Cities like Changsha and Guiyang are leading new consumption trends, with Changsha's comedy clubs and tea houses attracting significant consumer interest due to their affordable pricing and cultural elements [10][13]. - The coffee culture in Guiyang has flourished, with over 3,000 coffee shops catering to a discerning consumer base, indicating a strong local demand for quality products [15]. - The report from Boxed Market indicates that cities like Yibin and Bengbu are experiencing unique consumption patterns, such as high demand for fresh salmon and specialty cakes, reflecting a desire for quality and novelty in daily life [16][18]. Group 2: Emotional Consumption - Emotional value is becoming a key driver in consumer purchasing decisions, with the emotional consumption market projected to grow from 2.31 trillion yuan in 2024 to 2.72 trillion yuan in 2025 [18][20]. - Consumers are increasingly focused on self-fulfillment and emotional satisfaction rather than external validation, leading to a rise in "self-reward" purchases like desserts and small alcoholic beverages [19][20]. - Health-conscious consumption is also on the rise, with 71% of consumers actively researching product ingredients, indicating a shift towards healthier lifestyle choices [20][22]. Group 3: Market Dynamics in Emerging Cities - The growth engine of China's consumer market is shifting from traditional first-tier cities to emerging cities, with retail sales growth in these areas outpacing that of first-tier cities [26][29]. - Brands that adapt to the unique demands of these emerging markets, such as Domino's Pizza and local snack brands, are finding success by offering affordable and innovative products [31][34]. - Companies like Hema are expanding into new cities, recognizing the stable and diverse consumer demands in these regions, and focusing on high-end products rather than local specialties [34][35].