Core Insights - The Nielsen IQ report highlights a recovery in consumer confidence in China, with distinct consumption preferences emerging across four generational cohorts, presenting new growth opportunities for brands [1][2] Consumer Confidence and Spending Behavior - The consumer confidence index in China is on the rise, yet 40% of consumers remain cautious in their spending [1] - Consumers are shifting towards a "relevant to me" consumption logic, focusing on essential purchases while seeking certainty and high cost-performance in daily shopping [1] - Sensitivity to price promotions has decreased compared to the same period in 2024, with only about 20% of consumers shopping due to low prices, indicating a preference for the alignment of price with core product value and functionality [1] Generational Consumption Patterns - Different generations are forming unique consumption paths driven by the "relevant to me" logic, from the Baby Boomers enjoying life to Generation X's pragmatic approach, Millennials' pursuit of quality, and Generation Z's focus on community recognition [2] - Baby Boomers (61+) show the highest willingness to consume, with 70% expressing a desire to spend and 83% willing to try AI-assisted shopping [2] - Generation X (ages 44-59) contributes 31% of consumption with a cautious spending approach, favoring health-conscious and natural local products [2] - Millennials (ages 29-44) are willing to pay for better experiences, with 70% prioritizing transparency and reliability in product sourcing [2] Market Trends and Future Outlook - Generation Z (ages 18-27) represents less than a quarter of the population and consumption share, focusing on self-expression and community-driven spending, with the "Guzi Economy" market expected to exceed 200 billion yuan by 2025 [3] - The market is anticipated to exhibit characteristics of stability with progress, generational differentiation, and diverse demands by 2026, driven by both policy and consumer sentiment [3]