Core Insights - The new middle-class population in China is projected to reach 278 million by October 2025, with a year-on-year increase of 3 million, indicating a clear trend of high-value user expansion [1][5] - The growth is driven by the increasing attractiveness of first-tier cities and a structural shift in the age demographics of the new middle-class, particularly among users aged 31-40 and 25-30 [1][5] - Emerging trends in leisure tourism, AIGC, smart vehicles, and health services are significantly influencing the consumption patterns of the new middle-class [1][8] Group 1: Population Growth and Characteristics - The new middle-class population shows a "stable quantity and improved quality" trend, with a net increase of 3.174 million users year-on-year, while the overall online share slightly decreased by 0.2 percentage points [5] - First-tier cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Chongqing account for the top five active new middle-class users, with Beijing showing the strongest growth [1][5] Group 2: Consumption Trends - There is a high demand for leisure tourism and business travel among the new middle-class, with a willingness to pay for innovative services that enhance life quality, such as AIGC applications and smart vehicles [8] - The preference for quality fresh produce and membership store apps is rapidly increasing, with user growth rates of 44.8% for Hema and 38.9% for Sam's Club [2][30] Group 3: Digital Behavior and App Usage - The new middle-class is spending more time online, with significant growth in sectors like flight shooting games, online video, community socializing, and comprehensive e-commerce, all exceeding 10% year-on-year growth [11] - E-commerce platforms like Taobao and JD.com have accumulated over 200 million new middle-class users, with increased usage frequency during promotional events [19] Group 4: Health and Lifestyle - Health-related consumption is on the rise, with fitness training and dietary management apps seeing rapid user growth, alongside a focus on health management products like air purifiers and water purifiers [32] - The new middle-class is increasingly investing in personal health management, reflecting a broader trend towards quality living and wellness [8][25] Group 5: Brand Preferences and Spending Habits - The new middle-class is gravitating towards mid-range products, with a notable increase in the usage of devices priced between 2000 to 2999 yuan, which rose by 6.3% [23] - There is a strong demand for high-end beauty brands, with luxury brands like Helena, Estée Lauder, and Chanel gaining traction among the new middle-class [26]

Group 1 - The core viewpoint of the article highlights the growth in both consumption capacity and willingness among the new middle-class population, indicating a trend of "stable quantity and improved quality" [1] - The article emphasizes the emergence of new online behaviors among consumers, driven by the increasing consumption capacity and willingness of the new middle-class [3] - It discusses the differences in consumption characteristics between the rapidly growing younger middle-class and the core middle-class aged 31-40 [3] Group 2 - The live session features insights from industry experts, including a discussion led by Li Xiaofei and hosted by Li Xue, focusing on the new middle-class consumption trends [2][4]

Core Insights - The new middle-class population in China is projected to reach 278 million by October 2025, with a year-on-year increase of 3 million, indicating a stable growth trend in quantity while high-value users are expanding rapidly [5][11][66] Group 1: Demographics and Consumption Trends - The new middle-class demographic is characterized by a stable growth in quantity and an increase in high-value consumers, with a notable rise in high consumption power and willingness [11][20] - The age structure of users is shifting, with the core group aged 31-40 reaching 164 million monthly active users, showing a year-on-year growth of 0.5% in sectors like automotive, real estate, and fresh e-commerce [5][48] - The younger demographic aged 25-30 is also growing, with 114 million monthly active users, reflecting a year-on-year increase of 2.1% in interest-based and emotional consumption [5][48] Group 2: Urban Concentration and User Preferences - Major cities like Beijing, Shanghai, Guangzhou, and Shenzhen continue to attract new middle-class users, with Beijing showing the strongest appeal, increasing by 1% year-on-year [5][13] - The preference for quality and practicality is evident, with a significant rise in the use of mid-range devices priced between 2000 to 2999 yuan, which now accounts for 28.5% of the user base, up by 6.3% [5][26] Group 3: Online Behavior and App Usage - The online behavior of the new middle-class is shifting towards practicality and quality, with platforms like Taobao and JD seeing user growth of 3.1% and 11.8% respectively [5][24] - The demand for quality fresh produce and membership stores is surging, with user growth for platforms like Hema and Sam's Club increasing by 44.8% and 38.9% year-on-year [6][34] - The gaming preferences of the new middle-class show a dual focus on casual and competitive gaming, with shooting and MOBA games dominating user engagement [44] Group 4: Health and Lifestyle - There is a growing emphasis on health management, with fitness and dietary management apps experiencing rapid growth, indicating a trend towards health-conscious consumption [36][16] - The travel and leisure sectors are also seeing increased demand, with platforms like Ctrip and Qunar benefiting from the rising interest in outdoor and international travel [38][40] Group 5: Media Consumption and Content Preferences - The new middle-class shows a strong preference for quality content, with platforms like Tencent Video, Mango TV, and iQIYI leading in user engagement [43] - Podcasting is emerging as an effective channel for brands to connect with the middle-class demographic, leveraging deep content and emotional connections [46]