Core Insights - The transition from high-speed growth to high-quality growth in the Chinese economy marks a significant shift in consumer behavior, emphasizing the need for brands to focus on sustainable and high-quality development paths in a slow growth environment [1][9] Group 1: Consumer Behavior Changes - Consumers are increasingly questioning the meaning and value of their purchases, moving away from traditional metrics of success based solely on traffic and functionality [1][3] - The concept of "meaning growth" emerges as a key trend, reflecting a shift in consumer priorities towards deeper emotional and experiential connections with brands [2] Group 2: Key Trends Identified - The ten major consumption trends for 2026 include: rational-emotional coexistence, quality calculation, spiritual nomadism, daily highlights, empathetic experiences, local trends, insiderism, health-oriented products, brand consensus, and AI-driven scenarios [2] - These trends collectively illustrate a clear trajectory towards "meaning growth" in the consumer market [2] Group 3: Value Equation Redefined - Consumers are becoming "rational emotionalists," demonstrating a willingness to spend on experiences that provide lasting value while being frugal on everyday items [3] - The trend of "quality calculation" emphasizes that consumers seek not just value for money but exceptional value, shifting the focus from basic functionality to emotional and experiential satisfaction [3] Group 4: Emotional Connections - As material abundance becomes the norm, consumers are seeking emotional and spiritual fulfillment through experiences such as travel and events, indicating a shift in consumption motivations [4] - The "daily highlights" trend reflects a desire for small moments of joy in everyday life, positioning brands as catalysts for these experiences [4] Group 5: Trust and Consensus - The "insiderism" trend highlights the importance of niche expertise and community recognition over traditional brand loyalty, requiring brands to cater specifically to segmented audiences [5][6] - Building broad trust through "brand consensus" is essential in an era of information overload, necessitating a systematic approach to establish emotional and experiential connections with consumers [6] Group 6: Sustainable Development Pathways - Brands must transition from capturing fleeting trends to deeply engaging with consumer values, focusing on creating emotional and immersive experiences in retail environments [7] - The shift from selling products to defining lifestyles is crucial, with health becoming a central theme in consumer choices [7] - Establishing a clear and stable brand consensus in consumers' minds is vital for long-term success, as many new products fail to capture consumer interest [8]