Group 1 - The external environment for enterprise development is strongly supportive, with enhanced macro-control and increased confidence in business growth [4] - Industry policies are precisely empowering the liquor sector, providing stronger support for its development [4] - Continuous adjustment of industrial layout is clarifying the direction for non-liquor development [4] Group 2 - During the Spring Festival, liquor consumption preferences vary significantly across different generations, with notable growth in sales for various types of liquor [5][6][7] - The 80s generation prefers sauce-flavored liquor, with sales increasing by 144%, while the 90s generation shows a strong inclination towards social drinking [5][6] - The 00s generation is shifting towards trendy drinks, with sales of white beer and craft beer increasing by 100% and 88% respectively [7] Group 3 - The Spring Festival liquor trading in Zunyi exceeded 10 million, with various promotional activities driving a total consumption of 3.7 billion [9] - The white liquor industry in Fenyang achieved an output value of 29.04 billion in 2025, reflecting a significant quality revolution and brand elevation [10][11] - The sales of tobacco and liquor in Henan during the Spring Festival increased by 21% year-on-year [17] Group 4 - The ancient well liquor spring brewing ceremony was successfully held, emphasizing the brand's commitment to quality and tradition [8] - The ancient well group aims to enter the "Ancient Well Spring 4.0" era, focusing on expanding market coverage and achieving steady growth [18] - Diageo's management confirmed that there are no plans to sell the Shui Jing Fang brand, despite market rumors [19] Group 5 - Budweiser China plans to continue investing in instant retail in 2026, aiming to strengthen market penetration ahead of the peak beer season [20] - The company is focusing on collaboration with mainstream platforms to enhance its market presence [20]

报告概要 《通往2026：中国消费者趋势前瞻报告》由尼尔森IQ发布，深入剖析了中国消费市场在未来几年的演变路径与核心动力。报告指出，中国经济呈现稳中有 进态势，消费对GDP增长的贡献持续提升，但消费者信心仍需加强。尽管在政策推动下经济逐步复苏，仍有约四成消费者持谨慎支出态度，显示出对个人财 务状况"乐观但审慎"的复杂心态。 当前，中国消费者的核心诉求已从单纯物质满足，转向对"经济繁荣"与"内心幸福"的双重追求，"过好自己的日子"成为普遍心声。在消费行为上，呈现"功 能质量奠基、健康便捷乘势、体验终成归途"三位一体的特征。消费者不仅关注产品基础功能与价格促销，更愿意为健康、便捷及优质体验支付溢价，这标 志着消费决策正向更综合的价值评价体系演进。 报告特别聚焦不同世代的消费差异，描绘出一幅清晰的代际消费图景： 报告预览 婴儿潮一代正从"基础型养老"迈向"享受型养老"，乐于为丰富生活体验、科技适老产品买单。品牌需以针对性、专业化产品与其建立信任，赋予其"魅 力化"的晚年生活定义。 X世代作为"务实担当"，崇尚精简高效与长期主义。他们青睐品质扎实、回归本质的产品，并注重品牌文化内涵与本土情怀，例如百雀羚的"科技新草 ...

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]

Core Insights - The report highlights the steady progress of China's economy, emphasizing the increasing role of consumption in driving GDP growth, supported by various government policies [1][5][6] - The analysis outlines the overall performance of the consumer market, consumer sentiment, core consumption demands, and generational consumption characteristics, providing a clear picture of the Chinese consumer market by 2026 [1] Consumer Market Performance - Consumption's contribution to GDP is on the rise, with retail sales across all channels continuing to grow; durable goods saw a growth rate of 12.5%, significantly higher than the 4.7% for fast-moving consumer goods [1] - Despite a generally optimistic perception of personal financial situations, 40% of consumers remain cautious in their spending [6][7] Consumer Sentiment and Concerns - Consumers' primary concerns revolve around economic downturns and their own and their families' welfare and happiness, with health issues also ranking high among worries [9][10] - The perception of financial status has improved, with 50% of consumers feeling their financial situation is better than last year, and 41% expecting it to improve further [7][8] Consumption Demands and Trends - Key consumer demands are characterized by a focus on product safety and quality, with 81% prioritizing these factors; consumers are willing to pay more for health-beneficial and convenient products [1][10] - There is a noticeable decline in reliance on price promotions, with more consumers preferring to shop during brand sales or at discount stores [10] Generational Consumption Characteristics - The Baby Boomer generation, despite being 19.9% of the population, shows strong consumption willingness, with 70% eager to spend on health and high-end products [2] - Generation X, making up 31.0% of consumers, tends to be more pragmatic, with 37% adopting a cautious spending approach, favoring local brands and health-oriented products [2] - Millennials are financially capable and willing to spend, with 70% favoring products with transparent ingredients and valuing sustainability [2] - Generation Z, accounting for 23.3% of the population, focuses on community identity and is less influenced by celebrity endorsements, with a significant market for niche cultural products expected to exceed 200 billion [2] Market Development Trends - The overall trend in the Chinese consumer market is moving towards quality, personalization, and community-oriented consumption, necessitating brands to align their value propositions with the diverse needs of different generations [2]