Editor's notes 编者按 加入轩辕同学，成就新汽车人 设计 | 甄 尤 美 作者 | 肖 明 超 （ 金轩 奖 评 委 会 主席 、 中 国 趋 势 营 销 专 家 、 知 萌 咨 询 机 构 创始 人 兼 C E O ） 编辑 | 温 莎 "金轩奖十二年，我也当了十二年的主席。" 2026年1月23日，第十二届金轩盛典在北京正式举行，金轩奖评委会主席、中国趋势营销专家、知萌咨询机构创始人兼CEO肖明超在盛典 上笑言，自己在副业上做得比主业都认真，在兼职上干得比本职工作都用心。 在一个岗位上坚守12年，并不是一件容易的事情，但这种长期主义精神始终贯穿于金轩奖的点滴之中。 成立于2014年，12年的时间，金轩奖累积案例已经超过1500件，见证并记载着汽车营销伴随产业变革创新的完整历程，秉持公正客观、与 时俱进的原则，不断推动中国汽车品牌向前进。 随着各种红利结束、增长放缓，人口变迁，消费群体迁移，文化重塑，技术裂变，一个商业周期彻底结束，用肖明超的话说，"我们正式 告别了老登时代"。 "以规模、速度、红利为核心的周期已经结束了，以深度、精度和人心为内核的价值时代正在开启。" 因此，他将2026年年度 ...

2026年，北京青年消费潮流将呈现哪些新趋势？这些消费新潮流又将怎样和首都经济共振共生发展？ 1月16日下午，由北京青年报新媒体有限公司举办的"赋能消费扩容提质 推动城市发展焕新——北京青 年消费潮流与经济提振共生发展研讨会"成功举办，会上发布了《2026北京青年消费趋势指南》。 六大新潮流 定义北京青年消费图谱 2026年是"十五五"规划的开局之年，也是北京国际消费中心城市建设的深化之年。站在新的历史节点， 首都消费市场的未来图景，日益由最具活力与前瞻性的青年群体描绘。 国家统计局数据显示，2025年，最终消费支出对经济增长的贡献率已超过52%，其中青年消费贡献率持 续攀升，成为拉动内需的绝对主力。 基于对"北京经济新航标""提振经济看京潮"等系列专题的深入调研与数据积累，北青报发布《2026北京 青年消费趋势指南》（以下简称《指南》）。 《指南》系统揭示，北京青年的消费逻辑已从单纯的商品交易，跃迁至以"科技赋能、价值导向、情感 内核、本土自信"为核心的复合维度，催生出六大引领性新潮流，并在数字与金融两大底层支撑的护航 下，持续推动首都消费市场向高质量、多元化、可持续方向深刻转型。 这不仅是一幅消费趋势地图 ...

Core Insights - The core viewpoint of the article emphasizes a shift in consumer behavior from material satisfaction to seeking better experiences and fulfillment, with a focus on user-defined value in the commercial world [1][2]. Group 1: Consumer Trends - The 2026 consumption trends report identifies "meaning" and "value" as key annual keywords, indicating that consumers will increasingly question the reasons behind their purchases and the value they derive from them [2]. - The report outlines ten major consumption trends for 2026, including "rational-emotional symbiosis," "quality calculation," and "spiritual nomadism," which reflect a shift towards a more nuanced understanding of consumer motivations [2][3]. - Over 80% of consumers engage in "emotional consumption" at least once a month, aimed at healing, decompressing, or rewarding themselves, highlighting the importance of emotional experiences in purchasing decisions [2]. Group 2: Brand Strategies - The trend of "health frequency" points to a refined approach to health management, while "AI scene power" suggests the integration of AI as an emotional companion in consumer experiences [3]. - The "brand consensus" trend emphasizes the necessity for brands to build deep consensus from cognition to experience in an era of information overload, which is essential for establishing a competitive moat [3].

Core Insights - The 2026 Consumer Trends Conference, hosted by Zhimo Consulting, took place in Beijing on December 6-7, showcasing the annual China Consumer Trends Report, which has been a significant indicator of the Chinese consumer market for the past decade [1][2] Group 1: Conference Overview - The conference featured a two-day deep trend forum with 24 forward-looking speeches and 4 cross-industry roundtable discussions, covering ten key industries including food and beverage, home appliances, outdoor sports, retail, health, automotive, AI, and cultural tourism [1] - Zhimo's annual consumer trends report has evolved from a "small green book" in 2017 to a comprehensive analysis that includes 100 consumer trends and 450 brand case studies, serving as a crucial reference for corporate strategic decision-making and brand innovation [2] Group 2: Key Trends and Insights - Zhimo's founder and CEO, Xiao Mingchao, announced the top ten consumer trends for 2026, which include: rational-emotional symbiosis, quality calculation, spiritual nomadism, daily highlights, shared experiences, local trends, insiderism, health tuning, brand consensus, and AI scenario power [3] - The report emphasizes a shift in the commercial landscape from "high-speed growth" to "high-quality growth," highlighting a generational shift in "consumer discourse power" and a fundamental leap in the role of technology [3] Group 3: Practical Applications and Discussions - The conference included various segments such as industry roundtable discussions, brand case sharing, and trend exhibitions, attracting over a thousand attendees interested in consumer trends [4] - Experts from academia and industry discussed the underlying logic of changes in Chinese consumption and identified opportunities for the industry, focusing on themes like convenience in consumption and the upgrade of aesthetic and emotional needs [5]

Core Insights - The 2026 China Consumer Trends Report by Zhimeng highlights "meaning" and "value" as the annual keywords for consumer trends in 2026 [1] - The top ten consumer trends identified are: rational-emotional symbiosis, quality calculation, spiritual nomadism, daily highlights, empathetic experiences, local trend emergence, insiderism, health tuning, brand consensus, and AI scenario power [1] Group 1: Consumer Behavior Trends - "Rational-emotional symbiosis" defines the shift in consumer mindset and behavior, with 75.2% of consumers consciously engaging in psychological account replacement and planning [1] - "Quality calculation" deepens the concept of "rational-emotional symbiosis," with 77.8% of consumers pursuing "less but better," and 74.4% expecting consumption to contribute to personal growth [1] - The "spiritual nomadism" trend is supported by data showing that over 80% of consumers engage in "emotional consumption" at least once a month for purposes of healing, stress relief, or self-reward [1] Group 2: Lifestyle and Experience Trends - In lifestyle contexts, "daily highlights" and "local trend emergence" guide brands to become catalysts for ritualistic experiences and narrators of the value of local culture as a scarce lifestyle [2] - In terms of experiential aspects, "empathetic experiences" and "insiderism" reveal the value of offline flow and the power of professional recognition within circles, requiring brands to shift from creating resonant scenarios to building hard-core trust [2] Group 3: Development and Recognition Trends - The trends of "health tuning," "AI scenario power," and "brand consensus" indicate refined directions for health management, integration paths for AI as emotional partners, and the necessity for brands to establish deep consensus from cognition to experience in an era of information overload [2]