新华财经北京1月12日电（记者丁雅雯）在宏观经济向好发展的背景下，2026年中国消费市场预计将沿 着提质增效的轨道深化发展。一方面，"以旧换新"为代表的宏观政策更加注重精准与效能，为市场持续 回暖提供坚实基础；另一方面，增长动能呈现鲜明的结构性特征：县域下沉市场凭借商业生态完善与品 牌渗透，正成为新增长极；同时，以冰雪文旅、兴趣圈层、国潮体验为代表的新消费热点蓬勃涌现，共 同勾勒出消费市场向体验化、情感化与内涵化深度演进的全景图，为扩大内需与产业创新注入持续活 力。 "国补"政策精准发力推动消费提质增效 在2025年"以旧换新"等政策驱动消费市场平稳增长的基础上，2026年，更具针对性和效能导向的宏观政 策正持续加码，推动消费从规模扩张向量质并重转变。 回顾2025年，一系列提振消费的政策措施协同发力，为市场注入活力。国家统计局数据显示，2025年前 11个月社会消费品零售总额同比增长4.0%，增速稳中有进。商务部数据显示，2025年"以旧换新"等政策 取得显著成效，全年相关商品销售额超过2.6万亿元，惠及消费者超3.6亿人次，具体涵盖汽车、家电、 数码产品等众多领域。国家统计局新闻发言人付凌晖指出，该政策促 ...

人民日报海外版记者 李嘉宝 进入2026年，中国消费市场热力十足：元旦假期，中国国内出游1.42亿人次，总花费847.89亿 元；"国补"新政落地增强消费信心，推动绿色家电、科技产品、新能源汽车等交易火热；免签红利持续 释放、免税购物政策不断优化，"中国游"带火"中国购"……近期，在多家外媒的报道中，"冰雪游""以 旧换新""中国购""国潮文化"等成为高频词。海外舆论认为，中国消费市场正实现从"量"到"质"的变革， 将为世界各国提供巨大机遇。 消费活力—— "中国产品的多样性、创造力与高质量正吸引全球消费者" "中国'十五五'规划建议的一大亮点是促进消费" 多家外媒指出，中国消费市场热力足、新意浓，离不开一系列政策"组合拳"发力。 路透社的报道称，2025年12月举行的中央经济工作会议指出，中国2026年将继续实施更加积极的财 政政策，刺激消费和投资，以保持高速增长。报道称，此次会议提出深入实施提振消费专项行动，制定 实施城乡居民增收计划，释放服务消费潜力等，"中国在提振消费方面的政策更加具体了"。 巴西财经媒体"Money Times"关注，2025年12月，中国商务部、中国人民银行、国家金融监管总局 联合 ...

进入2026年，中国消费市场热力十足：元旦假期，中国国内出游1.42亿人次，总花费847.89亿元;"国 补"新政落地增强消费信心，推动绿色家电、科技产品、新能源汽车等交易火热;免签红利持续释放、免 税购物政策不断优化，"中国游"带火"中国购"……近期，在多家外媒的报道中，"冰雪游""以旧换新""中 国购""国潮文化"等成为高频词。海外舆论认为，中国消费市场正实现从"量"到"质"的变革，将为世界 各国提供巨大机遇。 消费活力—— "中国产品的多样性、创造力与高质量正吸引全球消费者" "从北国雪乡到南国暖阳，中国通过多样化的冬季旅游产品和体验吸引了大量游客。"近日，国际旅游媒 体《旅行与旅游世界》网站刊文称，元旦假期，中国冰雪旅游成为冬季消费的重要引擎，国内外游客纷 纷涌向雪乡、滑雪场及温泉度假区。多地游客数量创下新高。南方"避寒游"同样表现亮眼，海南成为许 多游客温暖的"越冬"选择，封关红利与假期效应叠加，进一步激发消费热情。1月1日，海南离岛免税销 售额达2.51亿元，同比增长93.8%。 孟加拉国《闪电报》网站以《中国自信地迈入2026年》刊文称，元旦假期，中国旅游市场的相关数据凸 显强劲的人口流动性、不 ...

一、概述 根据《GB/T27574-2011睫毛膏》，睫毛膏（mascara）以油脂、水、蜡、增稠剂、颜料、成膜剂、乳化 剂等为原料经混合乳化工艺，或以蜡、油脂、高分子聚合物、溶剂、颜料等原料经混合工艺制成的粘稠 状产品，主要起修饰、美化眼部睫毛的作用。 睫毛膏感官、理化、性能指标 睫毛膏可实现拉长睫毛长度、增加睫毛浓密度、塑造睫毛卷翘弧度等效果，同时部分产品兼具定型、滋 养睫毛的附加功能，能显著放大眼部轮廓，提升眼部妆容精致度。按核心功能不同，睫毛膏可以分为纤 长型睫毛膏、浓密型睫毛膏、卷翘型睫毛膏、防水型睫毛膏等类型；按膏体形态不同，睫毛膏可以分为 膏状睫毛膏、液状睫毛膏、纤维型睫毛膏等类型；按价格与产品定位不同，睫毛膏分为高端睫毛膏和大 众睫毛膏两大类。 睫毛膏分类 内容概要：随着悦己消费与精致妆容意识普及，睫毛膏作为眼部彩妆核心品类，已实现从"非必需 品"到"日常刚需"的定位升级，尤其年轻群体对自然、持久、多功能妆效的需求推动产品向细分功能演 进，据统计，2024年我国睫毛膏销售额共计完成20.04亿元，其中，高端睫毛膏约占25.0%，大众睫毛膏 约占74.9%，与此同时，纯净美妆浪潮与敏感肌友好理念 ...

涿州通会灯市源于汉代，作为拥有千年底蕴的民俗盛会，这一盏盏彩灯，还是历史记忆与民俗灯火交融的载体。 在众多灯组中，"桃园三结义"主题灯组格外引人注目——刘备、关羽、张飞三人执手盟誓的场景被栩栩如生地还原，暖黄的光晕勾勒出人物的豪迈身姿。作 为"三国文化发源地"之一，涿州是刘备、张飞的故里，千年之前，英雄豪杰在此缔结金兰之契，留下一段千古佳话；千年之后，远道而来的游客在赏灯之 余，便能触摸到涿州这座古城的文化根脉。逛涿州通会灯市环京跨年新体验 元旦假期，一系列创新互动活动，更是把游客的体验感拉满。在开阔的水面上，打铁花、仙女撒花等民俗表演轮番登场，让游客感受传统民俗与现代光影融 合的独特魅力。 中国人的新年，逛和吃密不可分。很多游客看完花灯、赏完表演，会直奔旁边的得闲街区，品尝涿州特色小吃。要说这里的人气王，那必须是驴肉火烧。元 旦假期街区还准备了暖心活动，免费送糖葫芦，邀大家一起煮饺子，热热闹闹的氛围，直接把新年团圆的味道拉满。 转自：央视新闻 这个元旦假期，各地举行了丰富多彩的活动迎接新年。华灯初上，在河北涿州永济公园，通会灯市嘉年华热闹举行，兼具传统韵味与现代活力的特色活动， 吸引大批游客在灯火交融间共迎 ...

这个元旦假期，各地举行了丰富多彩的活动迎接新年。华灯初上，在河北涿州永济公园，通会灯市嘉年华热闹举行，兼具传统韵味与现代活力的特色活动， 吸引大批游客在灯火交融间共迎新年。 总台记者 杨海灵：来到涿州通会灯市第一印象就是流光溢彩。通过航拍画面可以看到，造型各异的彩灯遍布园区，从传统的瑞兽祥纹灯，到新潮灵动的国 潮风创意灯组，一盏盏花灯次第点亮，把整个永济公园装点成了一片梦幻星河。 涿州通会灯市源于汉代，作为拥有千年底蕴的民俗盛会，这一盏盏彩灯，还是历史记忆与民俗灯火交融的载体。 在众多灯组中，"桃园三结义"主题灯组格外引人注目——刘备、关羽、张飞三人执手盟誓的场景被栩栩如生地还原，暖黄的光晕勾勒出人物的豪迈身姿。作 为"三国文化发源地"之一，涿州是刘备、张飞的故里，千年之前，英雄豪杰在此缔结金兰之契，留下一段千古佳话；千年之后，远道而来的游客在赏灯之 余，便能触摸到涿州这座古城的文化根脉。 逛涿州通会灯市 环京跨年新体验 元旦假期，一系列创新互动活动，更是把游客的体验感拉满。在开阔的水面上，打铁花、仙女撒花等民俗表演轮番登场，让游客感受传统民俗与现代光影融 合的独特魅力。 中国人的新年，逛和吃密不可分。很多游 ...

Group 1: Cultural Heritage and Events - The successful application of the "Western Xia Tombs" for UNESCO World Heritage status highlights the multi-ethnic unity of the Chinese nation, bringing the total number of World Heritage sites in China to 60 [2] - The "Palace Museum" celebrated its centenary in 2025, showcasing its role as a witness to the continuity and innovation of Chinese civilization through a major exhibition featuring 200 artifacts [5][6] - The year 2025 marks the 80th anniversary of the victory in the Chinese People's War of Resistance against Japanese Aggression, with a series of films that resonate with contemporary audiences and reflect on historical events [8][9] Group 2: New Cultural Trends - The concept of "New Public Literature" emerged, allowing ordinary individuals to participate in literary creation, thus reshaping the cultural landscape [10][11][12] - The protection of intangible cultural heritage (ICH) has seen significant achievements, with over 325 new national-level ICH projects and 942 new inheritors recognized during the "14th Five-Year Plan" period [14][16] - The rise of AI as a creative partner in cultural production has transformed the landscape, with AI tools becoming integral to various creative processes, while also raising concerns about originality and ethical implications [18][19] Group 3: Animation and Entertainment - Domestic animation achieved record box office success in 2025, with total earnings surpassing 25 billion yuan, showcasing a mature artistic expression and emotional connection with audiences [20][21][22] - Comedy programs have gained popularity, reflecting real-life experiences and providing emotional relief for young audiences, thus redefining the value of comedy in contemporary culture [27][28][30] Group 4: Cultural Consumption and Tourism - The "Su Super" amateur football league has significantly impacted cultural tourism in Jiangsu province, generating substantial economic activity and reshaping youth engagement with local culture [23][24][26] - The trend of experiential cultural consumption has emerged, with events and activities becoming central to tourism, as people seek unique cultural memories through participation [25][26] Group 5: Emotional Connection through Cultural Products - The rise of "trendy toys" has captured the attention of young consumers, with products like Labubu becoming emotional symbols and reflecting a shift towards emotional consumption [31][32][34] - The integration of traditional culture into trendy toys has resonated with young people, creating a unique blend of cultural appreciation and emotional fulfillment [33][34]

Core Viewpoint - In 2025, the "Guochao" (national trend) has evolved from a cultural consumption trend to a significant force driving economic growth and showcasing cultural confidence, permeating daily life through various forms such as fashion, film, and creative products [1][2]. Group 1: Cultural and Economic Impact - Guochao elements have become a central focus in the 2025 consumer market and cultural sector, with traditional elements like embroidery and Chinese-style clothing seeing high demand and significant online sales growth [2][3]. - The integration of Guochao culture into films and television has led to high viewership and social media engagement, with popular themes including traditional medicine and revolutionary history [2][3]. - The State Council has emphasized the development of fashionable Guochao products across various sectors, targeting younger consumers who value cultural identity and personalized consumption [3][4]. Group 2: Media and Event Engagement - Variety shows featuring Guochao themes have gained popularity, combining traditional music and modern trends, while cultural events like the Huairou Guochao Cultural Season have attracted large audiences [4][5]. - The creative product sector has seen innovative expressions of traditional culture, with brands utilizing classic Chinese literature and art styles to appeal to younger demographics [4][5]. Group 3: Challenges and Future Directions - Despite the positive growth of Guochao culture, challenges include superficial cultural representation and product homogenization, which may lead to consumer fatigue [5][6]. - Future development should focus on deeper cultural research and innovative design, as well as expanding the integration of Guochao with various industries like film, tourism, and technology [5][6]. - There is a need for Guochao culture to engage internationally, utilizing social media and collaborations with global IPs to effectively communicate Chinese culture to the world [5][6].

在迈向50万亿元规模的关键节点上，2025年，中国消费市场正经历一场由技术狂飙、价值跃迁与模 式革新共同驱动的系统性重塑：AI全面入局，从决策起点重构消费链路；随着国潮文化、"悦己"风潮与 绿色智能需求的兴起，消费价值取向日趋多元化；即时零售以分钟级履约，推动线上线下深度融合…… 在AI深度应用的背景下，大模型的"火"已经从科技前沿"烧"到了消费一线，"AI全面入局"成了2025 年消费市场绕不过去的一个关键词。技术的革新，正在从最前端的消费入口开始，重新定义"人、货、 场"的连接方式，重构着消费决策的链路。 今年的"双十一"，堪称这场变革的集中演示。社交平台上，"AI购物导师""一键生成最优购物清 单""跨平台比价智能体"等话题席卷而来。不少消费者选择在决策复杂、信息过载的购物场景中，将决 策权部分让渡给AI。 业界敏锐地嗅到了这一范式变迁的机遇，电商平台与大模型公司纷纷布局，抢夺新的消费入口。 天猫将今年定位为首个AI全面落地的"双十一"，力图将AI渗透从营销蔓延至全链路；京东推出"京 小智5.0"，旨在成为可进行深度对话、主动管理复杂购物旅程的私人购物伙伴；字节跳动则让豆包大模 型深度嵌入抖音商城，实现 ...

Core Insights - The Chinese consumer market is undergoing a systemic transformation driven by technological advancements, value shifts, and innovative models, with AI playing a pivotal role in reshaping the consumption chain [1][2] Group 1: AI's Role in Consumer Decision-Making - AI is redefining the connection between consumers, products, and platforms, fundamentally altering the decision-making process in shopping [2] - The 2023 "Double Eleven" shopping festival showcased AI's impact, with features like "AI shopping assistants" and "one-click optimal shopping lists" gaining popularity among consumers [2] - E-commerce platforms are rapidly integrating AI to enhance consumer engagement and streamline the shopping experience, with companies like Tmall and JD.com leading the charge [2][3] Group 2: Evolving Consumer Values - The rise of cultural confidence and self-oriented consumption is driving significant changes in consumer values, with emotional and social attributes becoming increasingly important [4] - The market for "Guochao" (national trend) products is expected to exceed 20 trillion yuan by 2024, reflecting a growing preference for domestic brands [4][5] - Consumers are also demanding higher functionality and durability from products, pushing the market towards a "quality over price" structure [5] Group 3: Instant Retail and Market Dynamics - The instant retail market in China is projected to reach 971.4 billion yuan by 2025, indicating a significant shift in consumer habits towards immediate fulfillment [7][8] - Major e-commerce players are competing aggressively in the instant retail space, leading to a surge in daily order volumes from approximately 100 million to over 200 million [7][8] - The integration of online and offline experiences is becoming crucial, with platforms expanding into physical locations to enhance service and fulfillment capabilities [8] Group 4: Future Market Landscape - The evolution of the Chinese consumer market is characterized by technological innovation, cultural confidence, and the integration of online and offline experiences, necessitating a comprehensive transformation across the entire supply chain [9] - Future competition in the consumer sector will hinge on a combination of product quality, brand strength, and emotional connections with consumers [9]