今天分享的是：新中产万象：2025消费心智群像与品牌增长指南（高净值人群洞察） 报告共计：35页 新中产消费心智与品牌增长指南核心总结 《新中产万象：消费心智群像与品牌增长指南》由VOGUE Business与鲸鸿动能联合发布，聚焦中国消费市场变革背景下新中产群体的消费特征与品牌增长 逻辑。报告基于鸿蒙生态超10亿设备构建的用户数据体系，通过2000份有效问卷调研，揭示了新中产消费市场的核心趋势与商业机遇。 当前中国消费市场呈现海外消费回流、社交媒体分层等多重变化，新中产群体构成复杂多元，涵盖一线城市高净值女性、新一线实干新贵、二三线风尚群体 等六大人群。他们的核心价值观呈现清晰层级，健康（35%）、家庭幸福（33%）和学习提升（32%）位居前三，成为个人发展的核心资产，而自我价值实 现、事业财富等中层价值观则反映了其对更高生活品质的追求。 新中产消费力呈现梯度分布，月消费从1-2万元到5万元以上不等，形成中等、中高及高消费三大梯队。内容兴趣偏好兼具共性与差异，科技3C、旅游资讯、 时事政治热点是普遍关注领域，同时不同群体还分别关注时尚穿搭、环保公益、品茶养生等细分方向，展现出科技与娱乐并行、时尚与人文兼具的 ...

Core Insights - The influx of foreign tourists to China has shifted from mere sightseeing to significant shopping, driven by optimized tax refund policies and enhanced shopping experiences [1] - The number of tax refund stores in China has surpassed 10,000, with a 247.8% year-on-year increase in the number of people benefiting from tax refunds, and sales and refund amounts growing by 97.5% and 96.9% respectively in the first eight months of the year [1] Group 1: Tax Refund Services - The "immediate refund" service in Shanghai allows foreign tourists to process tax refunds at any participating store in the city, enhancing convenience [3] - In the first half of the year, Shanghai welcomed 4.248 million inbound tourists, a 38.5% increase, with tax refund sales growing by 85%, and "immediate refund" sales skyrocketing by 28.1 times [3] - Cross-regional tax refund services have been launched in provinces like Sichuan, Yunnan, and Shaanxi, allowing tourists to process refunds at various locations [4][5] Group 2: Innovative Services - New online tax refund services, such as "code refund" in Sichuan, have been introduced to streamline the refund process for tourists [8] - Various regions are implementing innovative solutions, such as real-time refunds to Alipay accounts in Beijing and self-service tax refund machines in Shanghai [8] Group 3: Consumer Engagement - The introduction of multilingual tax refund guides and consumer maps aims to enhance the shopping experience for foreign tourists [10] - Local tax authorities are actively engaging with merchants to facilitate their participation in the tax refund program, ensuring they understand the policies and processes [11]

Core Insights - The article highlights the significant increase in inbound tourism and consumer spending in China during the 2025 "May Day" holiday, driven by optimized policies such as 240-hour visa-free transit and immediate tax refunds for departing tourists [1][2]. Group 1: Inbound Tourism Growth - During the "May Day" holiday, a total of 10.896 million people entered and exited China, with foreign visitors accounting for 1.115 million, marking a 43.1% year-on-year increase [1]. - Chengdu emerged as a popular destination for foreign tourists, with a notable increase in tax refund transactions, particularly due to the "immediate refund" service [1][2]. Group 2: Tax Refund Policy Impact - The volume of tax refund transactions in Chengdu SKP increased by 450% compared to the previous year, with immediate refunds making up 41% of these transactions [2][3]. - Overall, Chengdu's tax refund processing volume grew by 160% and the refund amount increased by 121% during the holiday [2][3]. Group 3: Consumer Behavior and Preferences - Foreign tourists primarily purchased jewelry, clothing, and luggage, with these items accounting for 91% of tax refund goods [3]. - The tax refund policy has effectively lowered the psychological cost of high-priced items, stimulating impulsive purchases among tourists [3]. Group 4: Policy Optimization Suggestions - Experts suggest expanding the coverage of tax refund stores, lowering the threshold for refunds, and increasing cash refund limits to further stimulate consumption [4][5]. - The "immediate refund" model enhances the shopping experience by allowing tourists to receive refunds at the point of sale, thus facilitating additional spending [5]. Group 5: Future Directions for Tax Refund System - There is a call for establishing a regional tax refund alliance to enhance convenience for tourists across different shopping areas [6]. - Recommendations include expanding the physical coverage of the "immediate refund" system to include airports and key tourist sites, as well as creating a flexible product list to adapt to changing consumer preferences [7][8].