报告立足于中国经济稳中有进的发展态势，围绕消费市场整体表现、消费者心态、核心消费诉求及不同世代消费特征展开分析，勾勒出2026年中国消费市场 的清晰图景，为品牌布局提供了方向指引。 当前中国消费对GDP的推动作用持续增大，在多轮国补与国债支持的政策助力下，消费市场稳步复苏。全渠道零售额保持增长，其中科技耐用消费品增速达 12.5%，远超快速消费品的4.7%。消费者对个人财务状况的感知趋于乐观，但支出谨慎的群体仍占四成。消费者的核心担忧集中在经济下行和自身及家庭福 利与幸福感上，其他担忧还包括流行病等问题。 消费诉求呈现"功能质量奠基，健康便捷乘势，体验终成归途"的特征。81%的消费者将产品安全和质量列为购买首要考量因素，对健康有益、形式便捷的产 品意愿支付更高价格。同时，消费者对价格促销的依赖有所下降，相比2024年，通过在线购物、数字技术找优惠等行为占比均有回落，更多人倾向于在品牌 打折时购买或选择折扣店购物。 不同世代的消费差异显著，构成了鲜明的代际消费图景。婴儿潮一代虽人口占比19.9%，但消费意愿强劲，70%乐于消费，偏好熟悉品牌，愿意为养生、高 端成分及新产品付费，老年护肤和智能穿戴设备市场增速迅猛 ...

Core Insights - Beijing's consumption has entered its fifth era, focusing on spiritual satisfaction, emotional resonance, and social value creation [1][3] - The "Action Plan" aims for an average annual growth of around 5% in total market consumption by 2030, with 24 policy measures to boost consumption [3][4] Consumption Trends - Service consumption is growing, particularly in information services and cultural entertainment, with a 4.9% increase [4] - The shift from product-oriented consumption to service-oriented consumption is evident, with a forecast that service consumption will account for 47% of total consumption by 2024 [4][5] - The Z generation is becoming the main consumer group, driving emotional consumption trends and a preference for domestic brands [6][7] Market Dynamics - The consumption landscape is evolving from standardized supply to precise demand matching, with a notable rise in outdoor and lifestyle brands [6][7] - The market is experiencing a transformation towards a composite model of "service + experience + technology," indicating a shift in consumer preferences [7][8] Technological Impact - Technology is becoming a core driver of high-quality development, with the durable consumer goods market expected to reach 24 trillion yuan in 2024, growing by 5% [8] - The integration of traditional cultural elements with modern design is enhancing brand value and local cultural identity [9] Policy and Economic Context - The "Action Plan" outlines a vision for Beijing to become an international consumption center, emphasizing the need for proactive consumption creation [9][3] - The focus on optimizing indicators, innovating scenarios, and supporting policies is crucial for uncovering the dual potential of rational and emotional value in consumption [3][4]