Group 1: Housing Consumption Trends - The shift in housing consumption reflects a move from basic needs to a focus on quality, experience, and emotional value, with consumers increasingly willing to invest in comfort and aesthetics [1] - Growth in specific living spaces such as living rooms, bedrooms, and balconies highlights the demand for products that enhance relaxation and emotional well-being, including functional sofas, smart beds, and aroma diffusers [1] - The rise of segmented home appliance consumption is driven by the aging population, leading to a rapid increase in smart home products tailored for older adults, as well as a surge in multi-tub washing machines to meet the demand for separate laundry care [1] Group 2: Service Consumption Evolution - Home service consumption has transitioned from occasional use to regular budgeting, with consumers prioritizing on-demand services that offer cleanliness and efficiency, reflecting a dual pursuit of quality and convenience [2] - The travel consumption landscape is evolving, with consumers increasingly valuing enhanced travel experiences, leading to significant growth in services like chartered travel and customized outings [2] - The automotive consumption model is shifting from one-time purchases to long-term service engagements, emphasizing safety and thorough maintenance, which indicates a growing preference for integrated product-service experiences [2] Group 3: Outdoor Activity and Lifestyle Changes - Outdoor activities are becoming a regular part of life, with increased consumer interest in parks, camping sites, and winter sports, driven by a desire for health and a break from urban monotony [3] - The rise in outdoor consumption is enriching the travel experience and fostering innovation across related industries, creating a comprehensive consumption ecosystem that spans equipment supply and venue services [3] - The overall upgrade in housing and travel consumption is a reflection of matured consumer attitudes and improved living standards, with a clear trend towards high-quality living experiences becoming a daily reality for more individuals [3]

Core Insights - The report by Zhimo Consulting predicts ten major consumer trends for 2026, including concepts such as "emotional resonance," "quality calculation," and "AI scenario power" [1] - Over the past decade, China's commercial landscape has shifted from "consumption upgrade" to a "quality awakening," indicating a deep transformation in consumer behavior from quantity satisfaction to quality belief [1] - Key themes such as health, rationality, self-fulfillment, and national brands are identified as core variables driving this new consumption cycle [1] Consumer Behavior Trends - Consumers are increasingly seeking better experiences and satisfaction beyond mere material fulfillment, indicating a shift in focus towards "meaning" and "value" in their purchasing decisions [1] - The report emphasizes that consumers are no longer satisfied with simple buying actions but are questioning "why to buy" and "what value is gained" from their purchases [1] - The focus of consumption is shifting towards "small worlds" and "self-pleasing experiences," with a deepening pursuit of meaning and value recognition in consumer behavior [1] Market Dynamics - Zhimo Consulting's CEO, Xiao Mingchao, interprets the decade-long transition in China's business from "high-speed growth" to "high-quality growth," highlighting a growing recognition of local culture and brands among Chinese consumers [1] - The value era characterized by "depth, precision, and empathy" is emerging, reflecting a significant change in consumer expectations and business strategies [1]