随着中国制造业的崛起与消费者认知的升级，全球品牌正重新审视本土化的深层价值。它们如何在全球 标准的统一性与中国市场的个性化需求间找到平衡？又如何实现从"在中国生产"到"为全球创新"的关键 跨越？ 在无锡，一座占地超64,000平方米的现代化工业基地，成为全球化叙事转向的缩影。 这座工业基地属于德国威能，一个采暖品类里的"隐形冠军"品牌。这里的年产能可达150万台产品，而 2024年整个中国市场的壁挂炉销量约为200万台。这座吞吐量巨大的工厂，约40%的用电来自光伏发 电，获得国际LEED金级认证。数字背后折射出中国消费者对采暖越发重视，见证了中国消费市场的不 断发展。 消费认知升级：从"品牌崇拜"到"品质认同" 上世纪80年代，张瑞敏砸海尔冰箱的故事成为中国制造业的一个标志性事件。但今天，情况已经发生了 根本变化。2025年，中国制造业增加值全球占比将近30%，总体规模连续15年保持全球第一。 第一财经杂志总编辑赵嘉指出："消费者的观念真正发生了变化，回到了更加理性的判断。"这种理性不 是"降级"，也并非对外资老品牌的"袪魅"，而是消费认知的成熟，消费者更明确自己需要什么样的产 品，什么样的生活。 伴随着消费 ...

上世纪80年代，张瑞敏砸海尔冰箱的故事成为中国制造业的一个标志性事件。但今天，情况已经发 生了根本变化。2025年，中国制造业增加值全球占比将近30%，总体规模连续15年保持全球第一。 第一财经杂志总编辑赵嘉指出："消费者的观念真正发生了变化，回到了更加理性的判断。"这种理性 不是"降级"，也并非对外资老品牌的"袪魅"，而是消费认知的成熟，消费者更明确自己需要什么样的 产品，什么样的生活。 随着中国制造业的崛起与消费者认知的升级，全球品牌正重新审视本土化的深层价值。它们如何在全 球标准的统一性与中国市场的个性化需求间找到平衡？又如何实现从"在中国生产"到"为全球创新"的 关键跨越？ 在无锡，一座占地超64,000平方米的现代化工业基地，成为全球化叙事转向的缩影。 这座工业基地属于德国威能，一个采暖品类里的"隐形冠军"品牌。这里的年产能可达150万台产品， 而2024年整个中国市场的壁挂炉销量约为200万台。这座吞吐量巨大的工厂，约40%的用电来自光伏 发电，获得国际LEED金级认证。数字背后折射出中国消费者对采暖越发重视，见证了中国消费市场 的不断发展。 消费认知升级：从"品牌崇拜"到"品质认同" 伴随着消费 ...

Core Insights - The article discusses the rising debate around "consumption downgrade," suggesting that it may actually reflect a shift in consumer behavior towards valuing quality and practicality over brand prestige [2][3][5] - The perspective of Yu Donglai, founder of the supermarket chain "Pang Donglai," challenges the notion of consumption downgrade, arguing that consumers are becoming more discerning and are voting with their wallets against inferior products [3][4][5] Group 1: Consumer Behavior Changes - Consumers are increasingly prioritizing value for money, leading to a preference for lower-priced yet quality products, as evidenced by the success of platforms like Pinduoduo [15][16] - The shift in consumer behavior is characterized by a transition from passive acceptance of brands to active selection based on actual needs and value [5][6] - The concept of "consumption cognitive upgrade" indicates that consumers are now more focused on the practical benefits of products rather than being swayed by marketing or brand prestige [5][6][10] Group 2: Market Dynamics - Data shows that from 2020 to 2024, the average per capita consumption expenditure in China increased from 21,210 yuan to 28,227 yuan, reflecting a compound annual growth rate of 6.8%, outpacing the CPI growth [7][9] - The structure of consumption is evolving, with a notable decline in survival-type expenditures and a rise in service and experiential consumption, indicating a shift towards quality and experience [11][13] - The rise of platforms like Pinduoduo illustrates a successful model that combines low prices with quality assurance, challenging the traditional view that low prices equate to low quality [15][16] Group 3: Implications for Businesses - Companies must adapt to the changing consumer landscape by either offering exceptional value through low prices or providing superior experiences through enhanced service and quality [18][29] - Large brands are facing pressure to move away from reliance on brand prestige and instead focus on delivering tangible value and quality to consumers [28] - Small and medium enterprises can leverage localized operations and exceptional service to build customer loyalty and differentiate themselves from larger competitors [29][30] Group 4: International Perspectives - The article draws parallels between the current Chinese consumption trends and Japan's fourth consumption era, where consumers shift from materialism to valuing simplicity and quality [19][20] - This transition in consumer behavior suggests a broader global trend towards more rational and meaningful consumption choices, moving away from mere brand loyalty [21][22] Group 5: Future Outlook - The future of consumption is likely to be defined by a balance between quality and price, with consumers increasingly seeking products that offer real value [30][31] - Companies that can effectively communicate and deliver on the value proposition will be better positioned to thrive in this evolving market landscape [31]