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Core Insights - The Jiangsu Provincial Committee of the Communist Party of China has released recommendations for the 15th Five-Year Plan, emphasizing the need to continuously boost consumption [1] Group 1: Consumption Enhancement Strategies - Implementation of special actions to boost consumption and cultivate specialized leading enterprises in the consumption sector [1] - Promotion of employment, income growth, and stable expectations, along with a reasonable increase in public service spending as a proportion of fiscal expenditure to enhance residents' consumption capacity [1] - Expansion and upgrading of goods consumption, with a focus on automobiles, home appliances, and smart devices [1] Group 2: New Consumption Models and Scenarios - Optimization of service consumption supply to stimulate "culture+", "tourism+", and "sports+" consumption vitality, while expanding new types of consumption such as digital, green, and health consumption [1] - Development of new consumption scenarios including first launches, first stores, first shows, first exhibitions, and premieres, alongside support for new consumption formats like events, performances, and nighttime economy [1] - Promotion of instant retail, virtual live streaming, ticket economy, and digital cultural tourism as new consumption models [1] Group 3: Infrastructure and Mechanism Improvements - Steady construction of multi-level consumer center cities and support for the establishment of characteristic consumption aggregation areas [1] - High-quality development of regional central business districts [1] - Improvement of consumption promotion mechanisms, removal of unreasonable restrictive measures in the consumption sector, implementation of paid staggered vacations, and strengthening consumer rights protection to create a trustworthy, fair, convenient, and safe consumption environment [1]

中经记者 孙吉正 北京报道 2025年12月6日—7日，由知萌咨询机构主办的"2026消费趋势大会暨趋势创新大会"在北京丽都皇冠假日 酒店举办。 作为行业瞩目的年度消费风向标，陪伴中国消费市场成长十年的年度中国消费趋势报告如期而至，知萌 《中国消费趋势十年变迁史》和《2026中国消费趋势报告》（以下简称"报告"）在大会现场正式发布。 知萌报告的发布现场，汇聚了来自消费各领域的政策专家、趋势领军者、专家与创新趋势实践者，通过 24场前瞻演讲与4场跨界圆桌对话，将消费趋势精准映射至具体产业。内容紧密覆盖食品饮料、家电家 居、户外运动、商业零售、大健康、汽车、AI、文旅等十大关键行业，实现了从趋势前瞻洞察到行业 应用实战的全面贯通与落地探讨。 2026年十大消费趋势首发 在报告正式揭幕首发后，知萌咨询机构创始人兼CEO肖明超发表了《小周期里的大转向：十年变迁 ·2026消费趋势发布》主题演讲，对知萌所持续研究的十年消费趋势变迁和报告进行了深度解读。 通过对知萌十年消费趋势报告的提炼和挖掘。他指出，十年间，商业经历了一轮从"高速增长"向"高质 量增长"的换挡，一场"消费话语权"的代际迁移，一场"技术角色"的根本性跃迁 ...

Group 1 - The 2026 Consumer Trends Conference and Innovation Conference was held in Beijing, showcasing the annual China Consumer Trends Report, which has been a key indicator of the Chinese consumer market for 10 years [1] - The report covers ten key industries including food and beverage, home appliances, outdoor sports, retail, health, automotive, AI, and cultural tourism, providing insights from trend foresight to practical applications [1] - The founder and CEO of Zhimo Consulting, Xiao Mingchao, highlighted a shift in business from "high-speed growth" to "high-quality growth" over the past decade, with increasing consumer recognition of local culture and brands [1] Group 2 - The 2026 Consumer Trends Report emphasizes "meaning" and "value" as the key themes for consumer behavior, indicating a shift from mere purchasing to a focus on personal experiences and the significance of consumption [1] - Expert Guan Lixin from the Ministry of Commerce Research Institute discussed the transformation of the consumer market, the challenges faced, and future trends, emphasizing the coexistence of rational and emotional needs, as well as the upgrade of aesthetic and spiritual demands [2]

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 article discusses how various home appliance brands successfully launched "internet celebrity" products during the 11.11 shopping festival on JD.com, despite a general decline in sales for major appliances [1][3][19] - Key factors for success include a collaborative product development model between JD.com and brands, focusing on user needs and innovative marketing strategies [3][21] Sales Performance - During the 11.11 event, JD.com reported a 150% year-on-year increase in sales for its lightning new products, with over 2,000 brands seeing sales growth exceeding 100% [1][22] - Notable products include the Tongshuai three-tub washing machine, which sold over 200,000 units within eight months of its launch, and the Casa Di small wind MAX range hood, which also surpassed last year's total sales during the event [1][10][22] Product Development and User Insights - The success of the Tongshuai three-tub washing machine is attributed to JD.com's deep understanding of consumer needs, particularly the demand for separate washing of different types of clothing [4][6] - The collaborative model allows for rapid product innovation, with JD.com leveraging user data and supply chain resources to create high-quality products that meet market demands [21][22] Marketing Strategies - Innovative marketing strategies, such as interactive campaigns and social media engagement, have been crucial in promoting new products, moving away from traditional advertising methods [15][16] - The marketing approach for the Tongshuai washing machine included user interaction and community engagement, resulting in over 10 billion exposures online [16][22] Market Trends - The article highlights a shift in consumer preferences towards high-quality, value-for-money products rather than just low-priced items, reflecting an overall trend of consumption upgrade [21][22] - JD.com has become a primary platform for home appliance brands to launch new products, utilizing both online and offline channels to enhance consumer experience [19][21]

Core Insights - The article discusses how home appliance brands can create "internet celebrity" products and achieve significant sales growth during the 11.11 shopping festival on platforms like JD.com [1][3] - Despite a general decline in sales for major appliances, certain exclusive new products have emerged as bestsellers, driving overall brand sales upward [1][19] Sales Performance - From November 3 to November 9, 2023, online sales of washing machines, TVs, refrigerators, and air conditioners in China saw a year-on-year decline, indicating market pressure [1] - JD.com's 11.11 data shows that sales of lightning new products in the home appliance sector increased by 150% year-on-year, with over 2,000 brands seeing new product sales growth exceeding 100% [1][22] - The "Leader Three-Tub Washing Machine" achieved over 200,000 units sold within eight months of its launch, surpassing the brand's total sales for the previous year [1][7] Product Development and Innovation - The success of new products is attributed to a co-creation mechanism between JD.com and brands, focusing on user insights, product refinement, supply chain empowerment, and marketing strategies [3][22] - The "Leader Three-Tub Washing Machine" was developed in response to increasing consumer demand for separate washing of different types of clothing, addressing user pain points effectively [5][10] - The "Casa Di" small wind MAX range hood also saw significant sales growth, with its sales exceeding the previous year's total during the 11.11 event [10][13] Marketing Strategies - Innovative marketing strategies, likened to "star-making," have been employed to enhance product visibility and consumer engagement [15][16] - The marketing approach for the "Leader Three-Tub Washing Machine" involved extensive user interaction and social media engagement, resulting in over 1 billion exposures online [16][17] - The use of creative content and user-generated reviews has significantly boosted the product's popularity, with thousands of user notes shared on platforms like Xiaohongshu [17][19] Market Trends and Consumer Behavior - The article highlights a shift in consumer preferences towards high-quality, value-for-money products rather than just low-priced options, reflecting an overall trend of consumption upgrade [22][24] - JD.com has positioned itself as a primary platform for home appliance brands to launch new products, leveraging both online and offline channels to enhance consumer experience [20][22] - The co-creation model allows for faster product innovation and better alignment with consumer needs, avoiding the pitfalls of low-quality, low-cost strategies [22][24]

Core Insights - The article discusses a joint implementation plan by six departments, including the Ministry of Industry and Information Technology, aimed at enhancing the adaptability of supply and demand in consumer goods, promoting consumption, benefiting people's livelihoods, and stabilizing growth [2] Group 1: AI in Consumer Goods - The plan emphasizes accelerating the application of new technologies and models, with artificial intelligence (AI) being a key catalyst for reshaping the consumer market [3] - The Ministry of Industry and Information Technology aims to drive product innovation and scene expansion, integrating AI and big data into the consumer goods industry to create a digital ecosystem that connects user demand, intelligent design, flexible production, and precise services [3] - As of mid-2023, the user base for generative AI products in China reached 515 million, indicating strong market demand for AI consumer products [4] Group 2: Automotive and Cultural Consumption - The plan includes initiatives to reform automotive circulation, expand the second-hand car market, and promote various automotive-related services, focusing on green and intelligent directions [6] - The cultural and tourism sector is seeing a surge in demand for trendy and cultural products, with the Ministry of Culture and Tourism planning to enhance the development of cultural creative products and promote non-material cultural heritage [6][7] Group 3: Quality and Safety in Consumer Goods - The plan calls for a comprehensive governance framework for consumer goods quality and safety, with the State Administration for Market Regulation enhancing oversight of online sales and ensuring accountability from e-commerce platforms [8] - The administration is also working on a standard system for consumer goods focused on high-quality development, aiming to increase the supply of quality products to meet consumer needs [9] - Efforts are underway to establish a standard system for elderly products, ensuring that older consumers can confidently purchase and use these goods [9]

Core Viewpoint - The implementation plan aims to enhance the adaptability of supply and demand for consumer goods, promoting consumption through various measures and innovations in product development and market expansion [1]. Group 1: Consumer Goods Development - The plan emphasizes the integration of traditional toys and stationery with smart technology, focusing on safety and practicality in product design [2][3]. - There will be a push for the development of products catering to the elderly, such as service robots, adaptive clothing, and easy-to-swallow foods, alongside the establishment of a standard system for elderly products [3]. - The initiative supports the creation of culturally rich and fashionable products, including national trend clothing and designer collaborations, to meet the diverse needs of younger consumers [3]. Group 2: Market Performance and Trends - In the first ten months of the year, the trade-in program for consumer goods generated over 2.4 trillion yuan in sales, benefiting more than 360 million people [4]. - Retail sales of household appliances, furniture, and communication devices saw a year-on-year growth of approximately 20%, while retail sales of passenger vehicles increased by 7.9% [4]. - The plan anticipates the emergence of new consumption markets worth trillions of yuan by 2027, driven by supply-side structural reforms and the introduction of innovative products and services [5]. Group 3: Technological and Infrastructure Innovations - The plan includes the implementation of "Artificial Intelligence+" initiatives to promote intelligent development across industries, enhancing traditional industries and fostering smart product ecosystems [6]. - There is a focus on expanding parking facilities and electric vehicle charging infrastructure, with over 18.6 million charging points established nationwide, marking a 54% increase year-on-year [6]. - The initiative aims to support the development of high-quality outdoor sports destinations and enhance standards for outdoor sports products and services [7]. Group 4: Quality and Safety Regulations - The plan emphasizes the importance of consumer goods quality and safety, with ongoing actions to ensure the safety of children's and elderly products through comprehensive inspections and regulations [8][9]. - The market supervision authority has conducted extensive checks on various consumer goods, addressing quality issues in clothing, household appliances, and children's products [8]. - New national standards for energy consumption and safety for daily consumer goods are being established to promote green consumption and enhance consumer confidence [9].

Core Insights - The article highlights a significant shift in the consumption patterns of young people, particularly in how they define and invest in their living spaces, moving from traditional utility to a more personalized and emotionally fulfilling approach to home life [4][16][22] Group 1: Changing Consumer Behavior - Young consumers are increasingly prioritizing home upgrades that reflect their personal lifestyles, such as fitness and work-from-home setups, rather than traditional items like shoes or skincare products [3][16] - The sales data from the Double Eleven shopping festival indicates that home appliances and furniture accounted for over 22% of total sales, marking a notable trend in consumer preferences [4][10] - The concept of "space investment" is emerging, where consumers are not just buying individual items but are focused on creating a cohesive living environment that meets their specific needs [9][19] Group 2: Market Dynamics - The market for home-related products is experiencing a transformation, with new brands gaining traction by offering lifestyle solutions rather than just products, indicating a shift in brand strategies [11][20] - Data from Tmall shows that 302 new brands achieved top category sales during the Double Eleven event, particularly in home appliances and furnishings, suggesting a robust market for innovative home solutions [10][20] - The rise of "scene-based consumption" is becoming the norm, where consumers are motivated by emotional and experiential factors rather than just functionality [14][19] Group 3: Long-term Trends - The article posits that the current trend in home consumption is not a fleeting phenomenon but rather a long-term shift driven by evolving consumer expectations and brand responses [8][21] - Young consumers are moving away from traditional notions of home as merely a living space to viewing it as a dynamic environment for self-expression and comfort [16][22] - The interplay of demand, supply, and data is creating a feedback loop that supports the ongoing evolution of home consumption, with brands adapting to meet the nuanced needs of younger consumers [20][21]