今天分享的是：2026年中国新消费趋势白皮书 报告共计：194页 《2026年中国新消费趋势白皮书》显示，中国新消费市场以人口收入增长、政策向"结构适配"转型为基础，受消费主体自我中心化、产品供给价值革新、市 场边界全球化出海三大驱动力推动。核心赛道分为三类：情绪经济赛道（含宠物、潮玩等，2024年规模23077.7亿元）、品质生活赛道（含银发经济等， 2025年养老产业规模16.1万亿元）、智能科技赛道（含AI终端等，2025年AI行业规模10457亿元）。市场呈现情感共鸣与价值认同为核心驱动力、决策"极致 实用"与"情绪溢价"二元化、格局圈层化特征，2026年趋势包括下沉市场迈向价值红利、"AI+"催生全场景个性化服务、虚实融合加速、可持续消费成主流、 品牌生态化出海。 当前文件内容过长，豆包只阅读了前 77%。 以下为报告节选内容 本报告主要采用市场调查、行业深度访谈、桌面研究等方法，并使用艾媒咨询旗下各大数据计算系统和相关计 艾媒报告中心用户 178***3378 专享 尊重版权,严禁篡改、转售等侵权行为 ©2026 iiMedia Research t 艾媒报告中心:report.iimedia.c ...

跨境出海 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 本周看点： 2026年海外仓智造出海新方式：聚焦美国海外仓市场新版匹配推荐； 2025出海盘点：下一片出海热土，为什么还是中东？ 出海2026：决定营销成败的是什么？ 行业环境： 1. 2026年海外仓智造出海新方式：聚焦美国海外仓市场新版匹配推荐 关键词：电商出海,本地化运营,技术驱动,精细化运营,海外仓 概要：全球电商发展推动品牌从依赖平台转向本地化运营和技术驱动的海外仓体系。2026年企 业将更注重本地团队和服务闭环，实现从跨境到本地化的转型。美国海外仓通过"微型总部" 整合营销、客服和供应链提升体验。推荐五家主流美国海外仓：海云汇（全链路服务）、万邑 通（高效仓储）、艾凡达（智能分仓）、星奕（灵活对接）、轶仓（数据管理）。跨境电商进 入"效率时代"，海外仓成为提升运营效率的关键。 01 行业趋势 Industry Trends 原文链接：http://finance.sina.com.cn/tjhz/2026-01-09/doc-inhfssrr3001471.shtml 2026/1.5-1.11 第 3 周 2026/1 ...

Core Insights - The report highlights the structural upgrade of China's new consumption market driven by demographic changes, income levels, policy guidance, and technological innovation, transitioning from scale expansion to structural adaptation [1][3]. Group 1: Market Characteristics - The new consumption market is characterized by three core tracks: emotional economy, quality of life, and smart technology, reflecting profound changes in consumption logic and market structure [2][3]. - The emotional economy focuses on fulfilling emotional needs, with market size expected to reach 23,077.7 billion yuan by 2024 and double by 2029 [2]. - The quality of life track emphasizes health, comfort, and spiritual satisfaction, with the silver economy shifting from "elderly care" to "enjoying old age" [2][3]. - The smart technology track leverages AI and big data, with applications in AI terminals, service robots, and smart connected vehicles, becoming a key engine for consumption upgrade [2][3]. Group 2: Consumption Trends - Five major trends are anticipated for 2026: the shift from population dividends to value dividends in lower-tier markets, the integration of "AI+" services for personalized living, the acceleration of virtual and physical integration, sustainable consumption throughout the supply chain, and the globalization of brand ecosystems [3][9]. - Consumer motivations are evolving from functional satisfaction to emotional resonance and value recognition, with a dual decision-making logic of "extreme practicality" and "emotional premium" [2][9]. - The market structure is becoming more layered, with vertical communities emerging as the core soil for brand growth [2][9]. Group 3: Policy and Economic Context - The transition from "scale expansion" to "structural adaptation" is marked by a new policy framework aimed at enhancing the adaptability of consumer goods supply and demand, promoting consumption's contribution to economic growth [17][19]. - The government has set quantitative targets for optimizing supply structures, including three trillion-level fields and ten hundred-billion-level hotspots, to foster a healthy interaction between supply and demand [18][19].

Group 1 - The pet economy reflects the growth of emotional consumption demand among the public, providing new employment opportunities for young people [1][2] - A notable example is a 1998-born entrepreneur in Hangzhou who opened a "Xuan Cat Sewing Shop," attracting 70-80 students monthly for pet sewing courses, generating over 50,000 yuan in monthly revenue [1] - The demand for pet clothing is evolving from aesthetics to functionality, with Douyin e-commerce data indicating an 85% year-on-year increase in daily transaction volume for pet apparel in 2025 [1] Group 2 - As of now, there are over 5.388 million pet economy-related enterprises in China, with more than 1.511 million new registrations expected in 2025 [2] - The registration of pet economy-related enterprises has shown a consistent annual growth trend over the past five years, projected to peak in 2025 [2] - The leading regions for pet economy enterprises are Hainan, Guangdong, and Zhejiang, with over 739,000, 679,000, and 521,000 enterprises respectively [2]

Group 1 - The A-share market has shown strong performance at the beginning of 2026, driven by a combination of market trends, seasonal factors, and recovery in overseas markets [1][2] - Recent market fluctuations are attributed to the implementation of counter-cyclical adjustment policies and profit-taking in popular sectors, which are considered healthy adjustments that do not alter the overall upward trend [1][2] - The macroeconomic environment is expected to support five key investment themes for the year: the artificial intelligence industry chain, high-dividend assets, anti-involution sectors, domestic demand expansion, and resource sectors [1][5] Group 2 - The spring market rally is historically supported by liquidity and valuation drivers, typically lasting around 57 days, with the current phase still in its early stages [2] - Positive performance in overseas markets, particularly in Japan and South Korea, has significantly boosted investor sentiment in the A-share market [2] - Recent adjustments in the A-share market, including changes in financing margin ratios, are aimed at curbing excessive leverage and maintaining a stable upward trend [2][3] Group 3 - Investment strategies must adapt to changing market conditions, emphasizing the importance of position management and avoiding excessive leverage [3][4] - Investors are encouraged to develop independent judgment capabilities to avoid speculative traps and focus on fundamental research [3][4] - The market is transitioning from a speculative phase to one driven by fundamentals, with a focus on true technological growth and value [3][4] Group 4 - Four strategic recommendations for the pre-Spring Festival period include maintaining moderate positions, adopting a barbell strategy for asset allocation, focusing on specific technology sectors, and enhancing individual stock fundamental research [4] - The artificial intelligence industry chain is expected to shift towards application opportunities in 2026, with a focus on sectors like media and computing [5] - High-dividend assets remain a stable investment choice, with sectors such as white goods, banking, and utilities providing low volatility and steady returns [5] Group 5 - The anti-involution sector is entering a phase driven by fundamentals, with industries like coal, steel, and lithium batteries expected to see improved performance due to industry consolidation [5] - The expansion of domestic demand should focus on new consumption areas such as health, sports, and travel, which are expected to benefit from policy support [5] - Resource sectors, particularly strategic and industrial metals, are anticipated to experience valuation recovery in 2026, presenting potential investment opportunities [5][6]

Core Viewpoint - The current market sentiment is driven by liquidity and risk appetite, leading to a concentration of hot sectors and thematic investments, which has resulted in structural overheating in some areas [1][2] Group 1: Market Trends - The recent "opening red" market rally is characterized by significant liquidity and heightened risk preferences, with a clear focus on thematic investments [1][2] - The adjustment of financing margin ratios aims to prevent systemic risks and guide the market back to rationality, while broad-based ETFs have experienced significant net outflows, indicating a market entering a phase of consolidation [1][2] - Historical comparisons suggest that the current spring market rally is still in its early stages, with potential for new highs following a short-term correction [1][2] Group 2: Sector Focus - Analysts emphasize that the upcoming earnings reporting period will shift focus back to performance indicators, particularly in sectors expected to show high growth or improved conditions, such as electronics, machinery, and pharmaceuticals [1][2] - The adjustment in financing margins is not expected to impact the overall upward trend of the market but will affect sector dynamics, with increased competition among thematic sectors [2][3] - The focus on sectors benefiting from the "anti-involution" trend and price increases includes chemicals and non-ferrous metals, with a particular emphasis on high-growth areas in the upcoming earnings forecasts [2][3] Group 3: Investment Strategies - The market is expected to maintain a "slow bull" trend, with a focus on performance fundamentals as the primary driver of investment decisions, while cautioning against irrational speculative activities [2][3] - The anticipated earnings reports in late January are expected to catalyze significant market movements, particularly in sectors with strong performance indicators [2][3] - The overall market sentiment remains positive, with expectations of continued upward momentum despite short-term fluctuations, driven by fundamental improvements and policy support [2][3]

Group 1 - The market is showing signs of strengthening, with increased thematic speculation and some sectors and stocks becoming "locally overheated," prompting regulatory measures to enhance counter-cyclical adjustments [4][7] - The A-share market has strong upward momentum due to factors such as increased household savings entering the market, improved performance from "anti-involution" efforts, and a new wave of technological industrial revolution [4][7] - The report maintains a "short-term trend-following" strategy, emphasizing the importance of focusing on performance fundamentals while being cautious of irrational speculation risks [4][7] Group 2 - Investment opportunities are identified in sectors driven by industrial trends such as semiconductor equipment, domestic AI computing, and humanoid robots [4][7] - Price-driven sectors such as storage chips, consumer electronics, non-ferrous metals, and chemicals are highlighted as potential areas for investment [4][7] - New consumption directions supported by favorable policies, including health, cultural tourism, sports, beauty care, IP economy, pet economy, and cultural entertainment, are recommended for attention [4][7] Group 3 - The report notes that the China Securities Regulatory Commission emphasizes timely counter-cyclical adjustments and strict enforcement against excessive speculation to promote stable market operations [4][7] - The People's Bank of China has introduced eight policy measures to support economic structural transformation, including lowering interest rates on various structural monetary policy tools [8][9] - December's social financing data exceeded expectations, with new social financing of 22,075 billion yuan, although the structure still requires optimization [10] Group 4 - December's import and export data showed positive performance, with exports increasing by 6.6% year-on-year, driven by seasonal demand and global AI investment trends [11] - The report indicates that there is a potential "rush to export" in the first quarter of 2026 due to adjustments in export tax rebate policies, although this may partially preempt demand in the second quarter [11] Group 5 - The report highlights the importance of monitoring employment performance and the independence of the Federal Reserve as key factors influencing the Fed's interest rate path [12][13] - The report concludes that recent counter-cyclical measures have laid a solid foundation for stable market performance moving forward, with a focus on sectors such as non-ferrous metals and technology growth [4][7]

Core Insights - The article highlights the upcoming launch of the Pet Joy Star Park, a pet-friendly urban space aimed at addressing the challenges faced by pet-owning families in urban areas, while also promoting the integration of culture, commerce, and tourism [1][2]. Group 1: Project Overview - Pet Joy Star Park is located near Minghu Park and covers approximately 40,000 square meters, designed as a "third space" for pet-friendly urban living, set to open its outdoor area in late January [1]. - The park will feature a variety of activities including pet socialization, ecological leisure, educational programs, and themed commercial spaces, filling a gap in the local pet-friendly market [1][2]. Group 2: Strategic Development - The project is part of a broader strategy by the Matian Street to develop a composite model that integrates pet parks, ecological leisure, and industrial resources, leveraging nearby Minghu Park and Minghu Zhigu [2]. - The park aims to redefine the relationship between people, pets, and urban environments, creating a one-stop destination for pet-friendly leisure and contributing to regional economic growth [2]. Group 3: Facility Features - The park's outdoor area exceeds 30,000 square meters, divided into four functional zones, including a 12,000 square meter pet activity area, an 8,000 square meter themed event space, a 2,000 square meter interactive social area, and a 10,000 square meter public service area [3]. - The indoor section, approximately 8,100 square meters, will include diverse facilities such as a cat-themed space, a pet hospital, a pet-friendly restaurant, and a smart boarding hotel, aiming to provide comprehensive services for pet owners [3]. Group 4: Market Advantages - Pet Joy Star Park benefits from favorable policies, including support from the Ministry of Housing and Urban-Rural Development for pet-friendly city initiatives, and is positioned within Shenzhen's urban renewal framework [4]. - The park addresses the emotional needs of pet-owning families, catering to over 80% of the national pet population, and is strategically located near major transportation routes to attract visitors from Shenzhen and surrounding areas [4]. Group 5: Partnership and Community Engagement - The park is initiating a global recruitment campaign for quality brands and partners across five categories, including pet medical services, high-end grooming products, and innovative pet-themed experiences [5]. - A promotional event offering free experiences for 100 lucky dogs is underway, encouraging community engagement and raising awareness ahead of the park's opening [8].

Core Insights - The integration of traditional and fashionable elements is crucial for revitalizing consumption and fostering growth highlights in the current macroeconomic context [2][4][30] - The 2025 Beijing Commercial Forum focused on the theme "Fashion Fusion: New Demand and New Supply," bringing together representatives from various sectors to discuss fashion consumption and trends [2][4] Macro Overview - Fashion consumption is a key driver of urban vitality and consumption growth in Beijing, supported by a rich cultural foundation and innovative momentum [4] - Policies such as the "Beijing Fashion Consumption Expansion Action Plan" and the "Beijing Fashion Industry High-Quality Development Implementation Plan (2025-2027)" are being implemented to support the integration of fashion consumption and lifestyle [4] Expert Insights - The "14th Five-Year Plan" anticipates the emergence of numerous consumption growth points, particularly in quality enhancement, service expansion, green health, and digital innovation, with fashion consumption expected to become a trillion-level growth point [6] - Fashion consumption transcends clothing and accessories, driven by innovation and cultural resonance, representing a significant trend in consumer behavior [6] Strategic Cooperation - A strategic partnership was established between the Beijing Top Ten Commercial Brands Committee and Ningbo Bank Beijing Branch to explore financial services that meet the needs of the consumption sector [8][10] Case Studies - The HERE Dream Island Group aims to connect diverse cultures through trendy products, emphasizing the importance of original design and consumer interaction in physical stores [12] - The Dajixiang project has achieved a 98% occupancy rate and over 1 million visitors in seven months, showcasing the successful integration of culture and commerce [14] Market Trends - The pet industry in Beijing shows significant growth potential, with a current market penetration of approximately 12%, compared to over 50% in developed countries [20] - Yonghui Supermarket is undergoing a comprehensive transformation to enhance customer experience, achieving an 80% SKU turnover rate and introducing over 30 new convenience services [22] Cultural Integration - The revival of intangible cultural heritage, such as shadow puppetry, is being commercialized through innovative partnerships and digital engagement, reaching over 65 billion views on social media [24] Consumer Behavior - The rise of emotional consumption among younger demographics emphasizes the importance of emotional value and cultural connection in product design [16] - The concept of "trendiness" is becoming a critical factor in consumer engagement, with products that resonate emotionally and socially gaining popularity [28][30] Annual Survey - The "2025 Beijing Commercial Development Blue Book" highlights the dynamic interaction between new demand and supply, emphasizing the role of fashion consumption in shaping future commercial landscapes [30][33]

Core Viewpoint - The company, Daqian Ecological Environment Group Co., Ltd. (603955.SH), is facing significant challenges, including a reduction in planned fundraising, the resignation of its chairman, and a record annual loss, marking a critical juncture in its cross-industry transformation [2]. Group 1: Fundraising Reduction - In November 2025, Daqian Ecological revised its fundraising plan, reducing the total amount from a maximum of 8.5 billion to 7.17 billion, a decrease of 15.6% [4]. - The funds are intended for traditional ecological engineering and the emerging pet economy, aiming to boost market confidence through a dual-driven narrative of "traditional + emerging" [4]. - The reduction in fundraising reflects the intensified competition in the environmental engineering sector and the pressure on local fiscal capabilities, with new business investments not yet yielding returns [4]. Group 2: Management Turmoil - On November 30, 2025, the company announced the resignation of Chairman Zhang Yuan due to "personal reasons," raising concerns about governance stability [8]. - Zhang Yuan, who controlled 18.09% of the company's shares, had only recently been elected as chairman and led significant changes in the board and management [8]. - Despite the rapid appointment of a new chairman, the market remains apprehensive about the potential challenges in integrating the new controlling shareholder with the existing company structure [8]. Group 3: Performance Loss and Transformation Challenges - On January 15, 2026, Daqian Ecological announced a projected net loss of 1 billion to 1.2 billion for 2025, a stark contrast to a net profit of 29.13 million the previous year, marking the largest loss in the company's history [10]. - The company attributed the loss to significant upfront investments in new business ventures and a decline in receivables from engineering projects due to local fiscal constraints, leading to increased bad debt provisions [10]. - The dual challenges of stagnant growth in traditional business and the underperformance of the new pet economy initiative have compounded the company's difficulties [10].