2026 年作为 "十五五" 开局之年，其春节消费市场展现出消费从功能满足向 "意义与价值" 驱动转型的鲜明特征，理性与感性、悦己与顾家、怀旧与追新在 此实现融合，全国消费相关行业日均销售收入同比增长 13.7%，文旅、餐饮、智能绿色消费等多领域迎来爆发，同时跨区域人员流动量超 28 亿人次，超长 假期大幅提振消费景气度。餐饮、零售、旅游相关收入分别实现 31.2%、39.3%、39.6% 的同比增长，以旧换新政策惠及 2755.6 万人次，智能、绿色、服务 类消费成为市场新增长点。 报告梳理出 2026 春节消费 12 大核心趋势，折射出消费市场的深层变迁：新团圆经济双向奔赴，反向团圆与返乡游同步爆发，下沉市场成为复合型消费场 景；Z 世代掌握家庭消费主导权，成为春节主理人，个性化、创意化融入传统节日消费；面子消费退潮，"心价比" 成为关键，消费者更注重消费的情绪疗愈 与情感满足；本地文化崛起成为消费新引擎，非遗体验、土特产 IP 化深受青睐；以旧换新政策推动品质觉醒，三四线及县域市场换新需求增速超一线城 市，智能绿色产品成首选；服务消费全面井喷，"花钱买时间" 成主流，上门经济、宠物托管等服务需求激增；即 ...

曾几何时，"月光族"还是年轻人的代名词。 如今，画风已彻底改变。这届年轻人正用一种看似矛盾实则清醒的"双面"逻辑，重新定义着自己的消费 生活：一面在超市折扣区精打细算，用AI比价毫不手软；另一面却又乐意为一次深度旅行、一门兴趣 课程或一套专业装备一掷千金。 这种既务实又感性的复合需求，正推动着零售渠道的演变。当年轻人既想获得可靠的品牌保障与设计， 又希望价格能匹配自己精明的计算时，像唯品会这类成熟的折扣零售平台，便成为了一个顺理成章的选 择。 平台通过直接连接品牌，将波司登、安踏、耐克、阿迪达斯等国内外品牌，乃至各类美妆、生活好物， 以稳定、透明的优惠呈现。就比如在最近的年货节活动中，波司登、鸭鸭等国民品牌的爆款羽绒服，很 多都被打到了专柜价的两三折甚至更低，性价比都很不错。 这种"该省省、该花花"的态度，远非一句"消费降级"可以概括，它更像是一场深入的消费觉醒——年轻 人正将有限的预算，视为构建理想生活的资源，并试图在其中找到价值与情感的最优解。 这种新消费观的核心驱动力，是"心价比"的崛起。年轻人不再盲目为品牌溢价或社交面子买单，而是冷 静衡量每一笔花费带来的实际效用与情感回报。在日常生活的基础消费上，他 ...

岁末年初，消费市场暖意盎然。记者观察到一个鲜明的趋势：人们购买的已不只是物品的基础功能， 为"情绪价值"买单正成为更重要的消费理由。随之而来的服务新生态、新供给、新体验也正在加速成 长，为经济高质量发展注入新动力。 可以看到，消费的驱动力量，正从"性价比"转向"心价比"，这些围绕"心之所向"构建的新供给、新体 验，将持续为经济的高质量发展，注入细腻而坚实的"暖心"力量。 编导：王竹艾 记者：彭菁、郭杰文 新华社音视频部制作 情绪价值的满足，更来自创造与获得的完整体验。景德镇将消费过程延伸为沉浸式的服务——在体验工 坊里，游客可以亲手制作陶瓷，工坊提供一站式烧制邮寄服务，将等待转化为一份"迟到的惊喜"。层层 递进的"服务新供给"，让当地旅游人次、旅游收入显著提升。 这些微观的创新背后，有着清晰的政策脉络。2025年印发的《提振消费专项行动方案》明确提出"将中 华优秀传统文化融入产品设计，支持开发原创知识产权（IP）品牌"。"十五五"规划建议指出"扩大优质 消费品和服务供给"，强调"推进文旅深度融合，大力发展文化旅游业，以文化赋能经济社会发展"。 在江西景德镇，当传统陶瓷邂逅当代情绪，消费便有了新的语言。表情诙谐 ...

Core Insights - The article discusses the emerging consumption trends among Beijing's youth in 2026, highlighting their significant role in driving economic growth and the transformation of the capital's consumer market [2][3]. Group 1: Six New Trends in Youth Consumption - The youth consumption landscape in Beijing is evolving from simple transactions to a complex model centered around "technology empowerment, value orientation, emotional core, and local confidence" [2][3]. - The contribution of youth consumption to economic growth is increasing, with final consumption expenditure accounting for over 52% of economic growth by 2025 [2]. - The report identifies six leading trends that reflect the highly differentiated and deeply integrated consumption behaviors of Beijing's youth [2]. Group 2: Trend One - AI Integration - AI is becoming a core driver of consumption growth, with predictions indicating that the consumer-grade AI hardware market in China will exceed 1 trillion yuan by 2026, maintaining a compound annual growth rate of over 30% [3]. - Over 85% of surveyed youth regularly use AI assistants for shopping, indicating a shift in how consumption decisions are made [3][4]. Group 3: Trend Two - "Heart-Price Ratio" Consumption - Youth consumers are increasingly willing to pay for emotional satisfaction, leading to a new consumption philosophy termed "heart-price ratio," which balances functional value and emotional fulfillment [5][6]. - This trend reflects a broader shift in consumer behavior from survival-oriented to development and experience-oriented spending [5][6]. Group 4: Trend Three - Rise of Local Brands - Local brands in Beijing are gaining popularity, driven by cultural confidence and innovative business models, moving beyond being mere alternatives to international brands [7][8]. - The integration of local cultural elements into products is resonating with youth consumers, who prefer brands that reflect their identity and values [7][8]. Group 5: Trend Four - Proactive Health Consumption - Health has become a foundational aspect of consumption for Beijing's youth, influencing their choices across various sectors, including food, fitness, and wellness [9][10]. - The demand for health-related products and services is rapidly increasing, with significant growth in categories like organic food and health appliances [9][10]. Group 6: Trend Five - Experiential Consumption - Youth consumers are seeking deeper engagement and emotional resonance in their consumption experiences, leading to the blending of commerce, culture, tourism, and sports [11][12]. - The concept of "ticket economy" is emerging, transforming single purchases into ongoing experiences that enhance consumer engagement [11][12]. Group 7: Trend Six - "Insiderism" in Consumption - Youth consumers are becoming more knowledgeable and discerning, with a focus on professional insights and peer recommendations influencing their purchasing decisions [13][14]. - Brands are responding by refining their offerings to meet the demands of informed consumers, emphasizing core competencies and eliminating unnecessary features [15].

哈喽大家好，今天小无带大家聊聊零售圈的魔幻变局！曾经霸屏街头的大卖场接连关店，外资品牌陆续 离场。 可另一边，有的超市靠排队封神，有的品牌凭"情绪"吸金，这背后藏着2.1亿95后改写的消费规则，看 懂的人早已摸清新风口。 2025年的零售圈，简直比短视频里的反转剧还刺激。一边是家乐福正式退出中国市场、麦德龙等外资品 牌加速调整，大润发、永辉不停关店调改，大卖场的黄金时代彻底翻篇。 另一边山姆、开市客疯狂扩店，胖东来、雅斯这些区域品牌直接封神，连鸣鸣很忙、万辰这类零食折扣 店都成了赛道黑马。最戏剧的还得看品牌们的"情绪应对战"。 情绪牌的差距咋这么大？ 胖东来更是教科书级别，2024年6月25日新乡联营餐饮擀面皮档口卫生风波曝光后，24小时内就暂停新 乡两店所有联营商户营业。 48小时内发布详细调查报告，采取清退涉事商户、辞退新乡餐饮主管及品控员、奖励举报人10万元、对 8833名相关顾客退款并补偿1000元/份的组合拳。 山西零售巨头美特好直接翻了车，2025年10月因集中关闭14家门店未提前充分预告，引发购物卡挤兑危 机，创始人储德群公开承认卡内挤兑金额累计达11-12亿元。 移动互联网时代，消费者的情绪传 ...

Core Insights - The consumer market in 2026 shows a clear trend towards "value for money," where consumers prioritize emotional value, practicality, and preservation over mere functionality [1] - The collaboration between skincare brand Kefu Mei and jewelry brand Chao Hong Ji has resulted in a customized New Year gift box that combines functional skincare with emotional and collectible gold jewelry [1][3] Group 1: Product Innovation - The gift box features 60 Kefu Mei collagen sticks, each with different blessings, and a gold horse-shaped ornament from Chao Hong Ji, symbolizing good fortune and prosperity [1][4] - This is the first time Kefu Mei has integrated functional skincare products with emotionally valuable gold jewelry, targeting the light luxury consumer segment and the gift market [1][4] Group 2: Strategic Significance - The choice to incorporate gold is based on a deep understanding of the current economic environment and consumer psychology, as gold serves as a "hard currency" that provides value stability and anti-inflation properties [3] - This strategy transcends traditional holiday marketing, offering a dual financial and emotional value proposition for Kefu Mei's skincare products [3] Group 3: Brand Collaboration - Chao Hong Ji's craftsmanship and brand reputation provide strong quality assurance for Kefu Mei, enhancing the emotional significance of the gift box [4] - The gold ornament embodies traditional cultural values, transforming the functional aspect of the collagen sticks into a heartfelt wish for enduring friendship and well-being [4] Group 4: Marketing Strategy - The emotional TV commercial featuring Li Jiaqi and his mother deepens the emotional connection, elevating the product from a mere skincare tool to a medium of intergenerational love [6] - This marketing approach not only enhances the emotional attributes of the product but also resonates with the cultural phenomenon of "young people managing the New Year" [6] Group 5: Commercial Value Logic - The combination of collagen sticks and gold jewelry reflects a complementary value logic, addressing consumer concerns about practicality and emotional significance in gift-giving [8][9] - The design of 60 collagen sticks ensures high usage frequency, while the gold ornament adds asset value, creating a dual certainty of utility and emotional connection for gift-givers [9] Group 6: Market Segmentation - Kefu Mei's innovative practice has successfully opened a new niche market that bridges beauty, light luxury jewelry, and gifting, characterized by high certainty in expressing intentions [10] - This collaboration creates a threefold value unit of "daily usability," "emotional significance," and "asset value," addressing the utility anxiety in gift-giving scenarios [10] Group 7: Industry Implications - The trend of consumer upgrading indicates that purely functional products can no longer meet diverse consumer needs, necessitating cross-industry collaboration and scene innovation for value breakthroughs [11] - Kefu Mei's approach demonstrates that functional brands can expand emotional and cultural value while maintaining professionalism, potentially defining the next consumer paradigm [11]

Core Insights - The article discusses the emergence of "emotional consumption" as a trend among the younger generation, shifting from "cost-performance" to "emotional value" in purchasing habits [2][3] - It highlights the dual nature of emotional consumption, where it can provide comfort and joy but can also lead to anxiety-driven marketing tactics that exploit consumer emotions [3][4] Group 1: Emotional Consumption Trends - The term "谷子（经济）" represents the "emotional economy," indicating a shift in consumer behavior towards purchases that provide emotional satisfaction [2] - Products like trendy toys and virtual goods serve as emotional outlets for young consumers, fulfilling their psychological needs and contributing to economic growth [2][3] Group 2: Negative Marketing Practices - Some businesses exploit consumer anxiety by creating a sense of urgency around products, such as limited edition blind boxes and exaggerated claims in the beauty industry [3] - This leads to a misperception among young consumers that happiness is tied to spending, resulting in financial burdens rather than emotional relief [3] Group 3: Recommendations for Stakeholders - There is a need for consumers to develop rational consumption awareness and to recognize the boundaries of emotional spending [4] - Businesses should focus on genuine emotional support rather than anxiety-inducing marketing strategies, while regulatory bodies must address misleading advertising and price inflation [4]

Core Viewpoint - A significant consumption revolution is quietly occurring in China's rural towns, shifting from "cost-performance" to "value of heart," where consumers are increasingly paying for integrity, emotions, and respect [1]. Group 1: Company Initiatives - Pang Donglai has launched a shocking recruitment campaign offering a "million annual salary + 60 days of paid leave" [2]. - The "Yunxiangzhen" platform, under the Guangdong Zhongke Industrial Research Institute, is driving a dual approach of "new consumption + rural revitalization," creating a super ecosystem that connects urban and rural areas [3][5]. - The platform aims to facilitate the online exhibition and sales of rural products, promoting the flow of resources between urban and rural areas [7]. Group 2: Business Model and Strategy - Yunxiangzhen focuses on not just commerce but also on creating a "heart business," emphasizing warmth, mission, and results through five ecological loops: cloud stores, public welfare live streaming, rural industry expos, county cultural tourism promotion, and industry alliances [4]. - The platform aims to ensure that every purchase is an emotional connection, representing recognition, belonging, and a shared aspiration for a better life [8]. Group 3: Achievements and Future Plans - By 2025, Yunxiangzhen has made significant strides, including the national promotion of the "Guangshan Ten Treasures" brand and the opening of its first offline experience store [10][11]. - The platform has initiated a comprehensive digitalization effort with the "One Town, One Code" initiative, marking a critical step in rural digital transformation [11]. - Strategic cooperation with global supply chain service provider Yiyantong Group aims to build a new high ground for rural industry revitalization [15]. - Yunxiangzhen is positioned as a five-star supporting platform and a national-level platform, facilitating a two-way connection between rural areas and the Greater Bay Area [16][18].

Core Insights - The Chinese e-commerce industry has transitioned from a traffic-driven era to a "hardcore competition" phase focused on technology and ecosystem collaboration by Q4 2025 [1][22] - Key trends include the commercialization of AI technology, the intensification of instant retail, the deepening of omnichannel operations, and the evolution of competitive dimensions [3] Group 1: AI Technology Commercialization - AI has shifted from a technology reserve to a key growth driver for e-commerce giants, with Alibaba making significant investments leading to substantial revenue growth in AI-related products [4] - JD has applied AI extensively in marketing and service, achieving over 90% coverage in intelligent customer service and an 18% increase in conversion rates for core categories [4] - Smaller merchants benefit directly from AI, with Pinduoduo's AI selection system improving ROI by 40% for partners, while Douyin and Kuaishou have reduced content production cycles by 50% [4] Group 2: Instant Retail Market Competition - Instant retail has become a critical battleground for growth, with Alibaba, JD, and Meituan competing fiercely, aiming for a trillion-yuan transaction scale within three years [6] - In Q4, the transaction volume for instant retail reached 220 billion yuan, a 65% year-on-year increase, with Meituan holding a 45% market share [6] - The market is projected to exceed one trillion yuan by 2026, with front warehouse models contributing over 50% of transaction volume [6] Group 3: Omnichannel Operations - The fragmentation of traffic has driven platforms to transition towards "omnichannel collaboration," with Douyin e-commerce integrating advertising and e-commerce traffic pools [8] - Traditional platforms are accelerating their content transformation, with Alibaba and JD enhancing their content capabilities to complement their existing strengths [8] - Omnichannel operations have become a standard in the industry, moving away from single-channel strategies [8] Group 4: Shift from Price Wars to Value Wars - As customer acquisition costs rise, platforms are shifting from price competition to "value wars," focusing on quality and service [9] - Pinduoduo's "billion support plan" aims to enhance merchant quality, while JD emphasizes "quality retail" strategies [9] - The emergence of "heart-price ratio" reflects a consumer trend prioritizing product quality and service experience over mere pricing [9] Group 5: Company-Specific Strategies - Alibaba is focusing on AI and instant retail as dual drivers for growth, but faces short-term profit pressures due to significant investments [12] - JD is leveraging high-frequency delivery to expand into local life services, showing promising conversion rates but facing challenges with ongoing losses [13] - Pinduoduo remains the only major player with positive net profit growth, emphasizing cost-effectiveness and agricultural product sales [15] - Douyin e-commerce is rapidly increasing its market share through deep integration of content and commerce, but still needs to cultivate user habits for shelf-based e-commerce [16] Group 6: Future Trends - AI is expected to fundamentally reshape the e-commerce landscape, with intelligent systems becoming new traffic hubs [17] - Instant retail is projected to evolve into a core business model, with continuous innovations in operational models [17] - The integration of content and commerce will become standard, with platforms adopting a closed-loop system for user engagement [17] Group 7: Strategic Variables - The focus for the next year will be on breakthroughs in AI technology and instant retail profitability models by major players like Alibaba and JD [22] - The progress of content platforms like Douyin and Kuaishou in shelf-based e-commerce will be crucial for determining the final shape of omnichannel integration [22]

Core Insights - The hotel industry has seen a notable highlight this year with the emergence of Intercity Hotels, which signed over 260 projects in a year, despite being a new brand with fewer than 100 existing locations [2] - Intercity Hotels has engaged in unique promotional activities, such as partnerships with Garmin and a cycling brand, offering extravagant rewards for extended stays, which has drawn significant participation [3][4] Group 1: Intercity Hotels' Strategy - Intercity Hotels targets high-end travelers who are discerning and have experienced various luxury accommodations, making them difficult to impress [6] - The brand focuses on providing a reliable travel base rather than traditional luxury services, emphasizing efficiency and support for business travelers [8][9] - The hotel has invested in practical details that enhance the guest experience, such as high-quality bedding, soundproofing, and thoughtful amenities [11][12] Group 2: Unique Promotions and Customer Engagement - The promotional campaigns, such as the "stay 100 nights" challenge, have attracted over 170,000 participants, indicating a strong engagement strategy [4][16] - The rewards offered, while seemingly impractical, resonate with customers seeking a break from their routine and a chance to indulge in whimsical experiences [16][19] - Intercity Hotels successfully creates an environment where guests can escape the pressures of calculation and enjoy their stay without the burden of cost-benefit analysis [19]