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]

报告立足于中国经济稳中有进的发展态势，围绕消费市场整体表现、消费者心态、核心消费诉求及不同世代消费特征展开分析，勾勒出2026年中国消费市场 的清晰图景，为品牌布局提供了方向指引。 当前中国消费对GDP的推动作用持续增大，在多轮国补与国债支持的政策助力下，消费市场稳步复苏。全渠道零售额保持增长，其中科技耐用消费品增速达 12.5%，远超快速消费品的4.7%。消费者对个人财务状况的感知趋于乐观，但支出谨慎的群体仍占四成。消费者的核心担忧集中在经济下行和自身及家庭福 利与幸福感上，其他担忧还包括流行病等问题。 消费诉求呈现"功能质量奠基，健康便捷乘势，体验终成归途"的特征。81%的消费者将产品安全和质量列为购买首要考量因素，对健康有益、形式便捷的产 品意愿支付更高价格。同时，消费者对价格促销的依赖有所下降，相比2024年，通过在线购物、数字技术找优惠等行为占比均有回落，更多人倾向于在品牌 打折时购买或选择折扣店购物。 不同世代的消费差异显著，构成了鲜明的代际消费图景。婴儿潮一代虽人口占比19.9%，但消费意愿强劲，70%乐于消费，偏好熟悉品牌，愿意为养生、高 端成分及新产品付费，老年护肤和智能穿戴设备市场增速迅猛 ...