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。 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，该政策促进了消费规模扩大、结构升级与动 能焕新。 立足当前，2026年促消费政策的核心在于"精准发力、提质增效"。国家发展改革委政策研究室副主任、 委新闻发言人李超表示，将从支持范围、补贴标准、实施机制等方面优化实施2026年"两新"政策 ...

Core Viewpoint - The Wuhan real estate market is showing a clear trend of recovery, driven by national policies aimed at stabilizing expectations and the market, with significant increases in housing transactions and buyer interest [1][9]. Market Trends - In May, the total area of newly signed commercial housing in Wuhan reached 834,200 square meters, representing a month-on-month increase of 38.91% and a year-on-year increase of 21.32% [1]. - The average daily visitor count at the sales center of the Changjiang Tianqingfu project was nearly 100 groups, with over 60% of buyers being improvement-type customers [4][8]. - The transaction volume of newly built commercial housing in the central urban area was 467,400 square meters in May, with a month-on-month increase of 52.6% [9]. Buyer Behavior - Buyers are increasingly focused on quality living rather than just having a place to live, reflecting a shift from "having a house" to "living well" [8][19]. - The demographic of buyers is shifting, with a significant portion of visitors being young professionals aged 25 to 35, particularly from the technology sector [8]. Product Innovation - The fourth-generation residential projects are gaining popularity due to their high usable area and smart design features, aligning with the Ministry of Housing's standards for "good housing" [8][19]. - Innovations such as high usable area designs and smart home technologies are becoming key selling points, with some projects offering significant savings on usable space [14]. Policy Impact - The "Han Nine Articles" policy introduced in late April has injected new momentum into the market, supporting improvement-type housing demand and providing financial incentives for buyers [15][19]. - Specific measures include tax subsidies for "selling old to buy new" and financial support for families with multiple children, which are aimed at revitalizing both the new and existing housing markets [19]. Market Dynamics - The market is experiencing a structural change, with the proportion of fourth-generation residential projects exceeding 30%, indicating a shift towards higher quality housing [19]. - The land market reflects this trend, with a residential plot in Wuchang district sold at a premium of 30.59% after 38 rounds of bidding, showcasing developers' interest in prime locations [20].