Core Insights - The core viewpoint of the article emphasizes a shift in consumer behavior from material satisfaction to seeking better experiences and fulfillment, with a focus on user-defined value in the commercial world [1][2]. Group 1: Consumer Trends - The 2026 consumption trends report identifies "meaning" and "value" as key annual keywords, indicating that consumers will increasingly question the reasons behind their purchases and the value they derive from them [2]. - The report outlines ten major consumption trends for 2026, including "rational-emotional symbiosis," "quality calculation," and "spiritual nomadism," which reflect a shift towards a more nuanced understanding of consumer motivations [2][3]. - Over 80% of consumers engage in "emotional consumption" at least once a month, aimed at healing, decompressing, or rewarding themselves, highlighting the importance of emotional experiences in purchasing decisions [2]. Group 2: Brand Strategies - The trend of "health frequency" points to a refined approach to health management, while "AI scene power" suggests the integration of AI as an emotional companion in consumer experiences [3]. - The "brand consensus" trend emphasizes the necessity for brands to build deep consensus from cognition to experience in an era of information overload, which is essential for establishing a competitive moat [3].

Core Insights - The 2026 Consumer Trends Conference, hosted by Zhimo Consulting, took place in Beijing on December 6-7, showcasing the annual China Consumer Trends Report, which has been a significant indicator of the Chinese consumer market for the past decade [1][2] Group 1: Conference Overview - The conference featured a two-day deep trend forum with 24 forward-looking speeches and 4 cross-industry roundtable discussions, covering ten key industries including food and beverage, home appliances, outdoor sports, retail, health, automotive, AI, and cultural tourism [1] - Zhimo's annual consumer trends report has evolved from a "small green book" in 2017 to a comprehensive analysis that includes 100 consumer trends and 450 brand case studies, serving as a crucial reference for corporate strategic decision-making and brand innovation [2] Group 2: Key Trends and Insights - Zhimo's founder and CEO, Xiao Mingchao, announced the top ten consumer trends for 2026, which include: rational-emotional symbiosis, quality calculation, spiritual nomadism, daily highlights, shared experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [3] - The report emphasizes a shift in the commercial landscape from "high-speed growth" to "high-quality growth," highlighting a generational shift in "consumer discourse power" and a fundamental leap in the role of technology [3] Group 3: Practical Applications and Discussions - The conference included various segments such as industry roundtable discussions, brand case sharing, and trend exhibitions, attracting over a thousand attendees interested in consumer trends [4] - Experts from academia and industry discussed the underlying logic of changes in Chinese consumption and identified opportunities for the industry, focusing on themes like convenience in consumption and the upgrade of aesthetic and emotional needs [5]

Core Insights - The 2026 China Consumer Trends Report by Zhimeng highlights "meaning" and "value" as the annual keywords for consumer trends in 2026 [1] - The top ten consumer trends identified are: rational-emotional symbiosis, quality calculation, spiritual nomadism, daily highlights, empathetic experiences, local trend emergence, insiderism, health tuning, brand consensus, and AI scenario power [1] Group 1: Consumer Behavior Trends - "Rational-emotional symbiosis" defines the shift in consumer mindset and behavior, with 75.2% of consumers consciously engaging in psychological account replacement and planning [1] - "Quality calculation" deepens the concept of "rational-emotional symbiosis," with 77.8% of consumers pursuing "less but better," and 74.4% expecting consumption to contribute to personal growth [1] - The "spiritual nomadism" trend is supported by data showing that over 80% of consumers engage in "emotional consumption" at least once a month for purposes of healing, stress relief, or self-reward [1] Group 2: Lifestyle and Experience Trends - In lifestyle contexts, "daily highlights" and "local trend emergence" guide brands to become catalysts for ritualistic experiences and narrators of the value of local culture as a scarce lifestyle [2] - In terms of experiential aspects, "empathetic experiences" and "insiderism" reveal the value of offline flow and the power of professional recognition within circles, requiring brands to shift from creating resonant scenarios to building hard-core trust [2] Group 3: Development and Recognition Trends - The trends of "health tuning," "AI scenario power," and "brand consensus" indicate refined directions for health management, integration paths for AI as emotional partners, and the necessity for brands to establish deep consensus from cognition to experience in an era of information overload [2]