重磅｜经济、人群、渠道三重共振：中国奢侈品市场的2026新局

Core Insights - The article highlights that while the Chinese economy shows resilience, it faces structural challenges, with growth expected to be between 4% and 5%, significantly lower than the pre-pandemic average of nearly 7% [1] - Internal policies are focused on industrial capacity building and export competitiveness, but domestic consumption, particularly from residents, has not been fully unleashed [2] - External pressures, including trade tensions with the US and EU, add uncertainty to the short-term outlook, yet the government's commitment to stable growth supports long-term confidence in the economy [3] Internal Policy Focus - The current emphasis is on enhancing industrial capabilities and export competitiveness, with insufficient focus on domestic demand and consumer spending [2] - Structural and temporary overcapacity in sectors like new energy vehicles and semiconductors reflects a supply-side focus that suppresses short-term consumer activity and profit margins [2] Consumer Behavior Trends - A survey of 3,000 new luxury consumers in China indicates a shift towards more rational and planned purchasing behavior, with a projected 4% decrease in per capita luxury spending from RMB 146,800 to RMB 141,500 [4] - Approximately 80% of consumers maintain a positive outlook on the macroeconomic situation, yet their spending remains cautious, reflecting a thoughtful approach to consumption rather than impulsive buying [4] Demographic Insights - Consumer behavior shows significant differentiation by age, income, and city tier, with younger consumers (Gen Z) more likely to reduce luxury spending compared to older generations [6][7] - Nearly half of consumers reducing luxury spending cite increased savings as a reason, while a significant portion plans to shift spending towards experiential consumption [6] Market Dynamics - The luxury market is experiencing a cautious recovery, with a notable shift towards domestic luxury brands due to changing consumer preferences influenced by trade tensions [9] - About 75% of respondents indicate that ongoing US-China trade tensions affect their luxury purchasing decisions, leading to a preference for local brands [9] Channel Preferences - Consumers are increasingly choosing official channels for purchases, with 56% preferring offline and 44% online, reflecting a growing emphasis on trust and credibility in purchasing decisions [13] - Overseas purchases remain significant but limited, with about one-third of consumers planning to buy luxury goods outside mainland China, primarily in Asia [14] Future Outlook - The luxury market in China is expected to evolve with two driving forces: sustained consumer confidence and more rational spending behavior [16] - The competitive landscape will hinge on brands' ability to build trust and deepen local operations without overly relying on price promotions [16] - The potential recovery of the luxury market will depend on brands' ability to convert consumer confidence into a sustainable foundation for growth [18]