以下文章来源于新经销 ，作者赵胜男 新经销 . 专注于中国消费品领域新媒体，对通路营销、渠道数字化及新零售领域进行专业研究及媒体报道。 国家统计局日前公布的数据显示，2024年，中国社会消费品零售总额487895亿元，比上年增长 3.5%，但这一数字背后却难掩行业的深层裂变。 传统零售业态持续承压，线上线下融合加速、新兴模式冲击加剧，一场关于生存与转型的战役悄然打 响。 图片来源：walmart 据「新经销」统计的31家零售上市企业中，仅10家实现营收增长，13家利润增长，分化格局进一步凸 显。 全球化企业凭借全渠道布局逆势突围，而依赖传统模式的企业则在成本高企与消费疲软中艰难挣 扎。 从沃尔玛全球电商销售额突破300亿美元，到名创优品海外营收占比近40%；从苏宁易购扣非净利润亏 损超10亿元，到国美零售营收同比骤降26.76%—— 财报数据的冰火两重天，折射出零售行业剧变期 的残酷真相。 电商渗透率攀升、即时消费需求爆发、低价折扣业态崛起，正在重塑消费者行为与行业竞争逻辑。 | | | | | 2024年上市零售企业财报 | | | | --- | --- | --- | --- | --- | --- | ...

Core Insights - The report indicates that consumers are primarily allocating their surplus funds towards savings, children's education, travel, mortgage repayments, and healthcare, with savings being the top priority [1][4]. - Despite a slight recovery in consumer sentiment in Q1, overall consumption willingness remains weak, prompting discussions on where to focus efforts to stimulate consumption [1][4]. Consumer Spending Behavior - The survey, which included 5,000 consumers across various cities and rural areas, revealed that 48.8% of surplus funds are directed towards savings, followed by 45.5% for children's education, 33.1% for travel, 32.6% for mortgage repayments, and 29.3% for healthcare [4]. - A notable 10.4% of consumers reported having no surplus funds for additional spending [4]. - High-income consumers exhibit a stronger inclination towards saving compared to their lower-income counterparts [4]. Travel and Emotional Spending - There is a robust demand for travel, indicating a trend of consumption structure upgrading, as consumers seek to relieve stress amid uncertainties [4]. - Younger consumers are increasingly willing to spend on experiences that enhance their happiness and emotional well-being [4]. Factors Influencing Consumer Spending - Key factors that could lead to increased consumer spending include income growth (72.3%), stable employment (46.2%), lower prices (43.7%), improved social security (40.6%), and reduced mortgage pressure (32.7%) [5][6]. - Compared to the previous quarter, there has been a slight increase in the percentage of consumers citing favorable macroeconomic conditions and rising stock prices as motivators for spending [6]. Challenges to Consumer Spending - The report attributes the overall lack of consumer spending willingness to cautious expectations, which have led to a sustained high savings rate [7]. - Heavy burdens from children's education and mortgage repayments are also identified as constraints on other spending [7]. Recommendations for Stimulating Consumption - Experts suggest stabilizing consumer expectations through measures such as promoting stock market recovery, curbing the decline in the real estate market, and enhancing macroeconomic stimulus to boost domestic demand [8]. - Consumers have proposed various measures to enhance spending confidence, including improving social security, increasing macroeconomic policy support, and providing consumption vouchers [8]. Impact of External Factors - The report highlights the challenges faced by small and medium-sized enterprises (SMEs) due to external pressures, such as tariffs imposed by the U.S., which have led to reduced orders and financial difficulties [9]. - SMEs are encouraged to pivot towards domestic markets to mitigate risks associated with external market fluctuations [9].

Core Insights - The China International Consumer Products Expo (CICPE), also known as the "Consumer Expo," has become the largest consumer goods exhibition in the Asia-Pacific region since its inception in 2021, providing a significant platform for global enterprises to access the Chinese market and for Chinese companies to expand internationally [3][4] Group 1: Expo Overview - The CICPE is China's first national-level exhibition focused on consumer goods, aimed at promoting global consumer product display and trade [4] - The expo reflects the continuous expansion and upgrading of China's consumer market, which is now the second-largest in the world [5] Group 2: Market Trends and Participation - The number of participating brands has increased from 2,628 in the first expo to over 4,100 in the fifth expo, with representation from 71 countries and regions, including 65 Fortune 500 companies [7] - The expo highlights the growing importance of service-oriented consumption, with a focus on sectors such as health, elderly care, and AI [7][8] Group 3: Economic Impact and Future Projections - By 2035, it is projected that service-oriented consumption will account for approximately 55% of total consumption in China, indicating significant growth potential [10] - The expo serves as a platform for international brands to enter the Chinese market while promoting Chinese quality products abroad, enhancing the integration of domestic and international markets [10][12] Group 4: Regional Development and Policy Synergy - The CICPE is instrumental in supporting Hainan's development as an international tourism consumption center, driving innovation in various sectors such as duty-free shopping and medical tourism [13][14] - The expo aims to enhance international cooperation, particularly with RCEP regions, to address the challenges of international product and service supply in Hainan [14]