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中金:“新消费热潮”背后的宏观线索
中金点睛· 2025-06-10 23:48
Core Viewpoint - The article emphasizes that despite overall consumption being insufficient, new consumption trends are emerging, characterized by "consumption upgrading" rather than simple "consumption downgrading" [1][4]. Group 1: Current Consumption Landscape - The Chinese consumption market is transitioning from mass consumption to personalized and rational consumption, driven by the Z generation's willingness to pay for quality and emotional value [1][11]. - Overall consumption remains subdued, with per capita consumer spending and CPI below pre-2020 trends, yet new consumption hotspots are emerging, with certain sectors like tea drinks and light luxury goods experiencing significant growth [1][4]. - New consumption enterprises achieved an average revenue growth of 65% in 2024, significantly outpacing the overall resident consumption growth of 5.3% and the revenue growth of the consumer sector at 2.4% [1][4]. Group 2: Characteristics of New Consumption - The Chinese consumption market reflects a trend of "consumption upgrading," where consumers prioritize quality-price ratio and emotional value over merely seeking low prices [4][11]. - New consumption representatives have an average gross margin of 50.9%, which is substantially higher than the 23.9% of the consumer sector and 7.8% of the overall manufacturing sector [4][8]. - Key factors influencing consumer purchasing decisions include product quality, emotional value, and cost-effectiveness, with Z generation consumers particularly valuing emotional and quality aspects [7][23]. Group 3: Demographic Insights - The Z generation (ages 16-30) is becoming a driving force in the new consumption wave, showing the highest optimism about consumption prospects among all age groups [23]. - Z generation consumers exhibit a strong preference for emotional value and quality, with 40.1% prioritizing emotional value in their purchasing decisions [23][24]. - In lower-tier cities, the negative impact of real estate on consumption is diminishing, leading to a release of consumption potential, with retail growth rates in these cities surpassing those in higher-tier cities [24][25].