新消费导读 告别 2025 年 ， 消费进入到 精耕 于 人 " 的 时 代 。 2026 年 的 中 国 消费市场，将由 五 大核心 消费 人群共同驱动。消费的底层逻辑正从 " 性价比 " 和 " 心价比 " ，全面转向 " 质 价比 " 与 " 全面悦己消费 " 。 这意味着，消费者将用严苛的理性（ 精质主义 、成分 科学 ） 为 感 性 的 绽放（圈层热爱、心灵疗愈 、 自我实现 ） 买 单 ， 品 牌 必 须 同 时 成 为 功 能上的 " 硬核学霸 " 和情感上的 " 灵魂伴侣 " 。 以下 由新消费智库提供的关于 2026 年消费趋势与判断的 30 条劲爆观 点，为你穿透人群迷雾，锚定 2026 。 作者 ：会写字的机器猫 来源：新消费智库 第一部分 Z 世代（ 18-27 岁）：圈层信仰 对如今的年轻人（ Z 世代）来说，买东西早就不是简单的 " 需要 " ，而是一种表达 " 我是谁 " 、寻找 " 我们是谁 " 的方式。他们为热爱 和认同买单，消费是他们进入某个圈层、彰显独特身份的 " 社交货币 " 。 举个例子，一个年轻人可能平时精打细算，但会毫不犹豫地购买鸿星尔克与《王者荣耀》的联名球鞋。 ...

Core Insights - The concept of "emotional value" is becoming a significant investment theme in the Hong Kong stock market, driven by products like blind boxes, gold jewelry, and Chinese tea drinks [1] - The rise of "new conspicuous consumption" reflects a shift in consumer behavior towards identity expression and social recognition [1][3] - Labubu's success story illustrates how celebrity endorsements and high-fashion events can elevate a brand from niche to mainstream, emphasizing the importance of social status in consumer choices [2][3] Group 1: Emotional Value and Consumption Trends - Emotional value encompasses various aspects such as self-satisfaction, social recognition, and therapeutic consumption, with a focus on new forms of conspicuous consumption [1] - The historical context of conspicuous consumption shows its evolution from overt displays of wealth to more subtle forms of identity expression [1][11] - Labubu's transformation into a symbol of status is linked to its presence at Milan Fashion Week and endorsements from global celebrities, which sparked a buying frenzy among consumers [2][3] Group 2: Market Dynamics and Brand Positioning - Labubu's marketing strategies, including social media campaigns and collaborations, have significantly contributed to its brand recognition and sales growth [2][6] - The luxury market in China is evolving, with brands like Laopoo Gold leveraging cultural significance and craftsmanship to appeal to consumers seeking identity expression through luxury goods [7][11] - The rapid growth of Labubu's overseas market revenue, particularly in the Americas and Europe, indicates a strong demand for emotional and identity-driven products [6] Group 3: Cultural and Economic Context - China's economic development has led to a growing middle class with increasing disposable income, creating a fertile ground for luxury and identity-driven consumption [9][10] - The concept of "face economy" in the Middle East highlights a similar trend where consumers seek to express their status through virtual goods and social media engagement [12][16] - The interplay between cultural heritage and modern luxury consumption is evident in the success of brands that can effectively communicate their identity and value propositions [11][17]