两会特辑 | 科尔尼大中华区总裁贺晓青：中国消费正从功能需求向情绪价值跃迁

Core Insights - The article emphasizes the importance of emotional consumption as a key driver for expanding domestic demand and boosting consumption in China, highlighting a shift from functional needs to emotional value in consumer behavior [7][18]. Group 1: Market Growth and Trends - The Chinese IP derivative market is projected to reach 500 billion RMB by 2025 and 750 billion RMB by 2028, with a compound annual growth rate of approximately 11%. The top five categories, including toys, clothing and accessories, and food and beverages, contribute about 65% of the sales revenue from IP physical goods [5]. - The government work report has prioritized the construction of a strong domestic market, with a focus on stimulating consumer spending through policy measures aimed at enhancing residents' consumption motivation [7][18]. Group 2: Emotional Consumption and Policy Implications - The transition towards emotional consumption is seen as a structural change in the Chinese market, where consumers increasingly seek emotional resonance, identity recognition, and experiential value [7][9]. - The article suggests that policies should respond to this trend by creating emotional consumption scenarios, which are crucial for activating domestic demand [7][9]. Group 3: Internationalization and Supply Chain - Chinese companies are encouraged to leverage their mature domestic supply chains and digital capabilities to enhance their offerings in overseas markets, thereby creating new growth points for consumption abroad [10]. - The globalization strategy is expected to foster domestic industrial upgrades, creating a virtuous cycle of "dual circulation" between domestic and international markets [10]. Group 4: Enhancing Foreign Investment Confidence - To attract and utilize foreign investment effectively, it is essential to enhance the predictability and executability of policies, translating macro policies into specific, actionable measures [11][23]. - Recommendations include providing clear compliance guidelines, reasonable transition periods, and improving cross-departmental coordination to reduce compliance costs for foreign enterprises [11][23].