告别2025年 ， 消费进入到 精耕 于 人 " 的时代。 2026 年的中国消费市场，将由 五 大核心 消费 人群共同驱动。消费的底层逻辑正从 " 性价比 " 和 " 心价 比 " ，全面转向 " 质 价比 " 与 " 全面悦己消费 " 。 这意味着，消费者将用严苛的理性（ 精质主义 、成分 科学 ）为感性的绽放（圈层热爱、心灵疗愈 、 自我实现 ）买单，品牌必须同时成为功能上的 " 硬 核学霸 " 和情感上的 " 灵魂伴侣 " 。 以下由新消费智库提供的关于 2026 年消费趋势与判断的 30 条劲爆观点，为你穿透人群迷雾，锚定 2026 。 第一部分 Z世代（18-27岁）：圈层信仰 对如今的年轻人（Z世代）来说，买东西早就不是简单的"需要"，而是一种表达"我是谁"、寻找"我们是谁"的方式。他们为热爱和认同买单，消费是他们 进入某个圈层、彰显独特身份的"社交货币"。 举个例子，一个年轻人可能平时精打细算，但会毫不犹豫地购买鸿星尔克与《王者荣耀》的联名球鞋。这不仅是支持国货的情怀，更是向同好玩家展示自 己圈层身份的"暗号"。同样，为了喝一杯"茶颜悦色"，有人愿意专门策划一次长沙旅行，或是在异乡门店排队两小 ...

今天分享的是：电商运营："情绪疗愈"消费市场趋势盘点 报告共计：31页 在快节奏、高压力的当代社会，情绪问题已成为普遍性时代症候，"情绪疗愈"消费市场随之崛起，2025年"爱你老己"话题刷屏标志着消费者从"取悦他人"转 向"关爱自我"，情绪疗愈从边缘话题跃升为消费新引擎。数据显示，2025年情绪疗愈相关社媒声量较2024年增长17%，全年声量峰值超4500万，互动量达8 亿次，情绪经济市场年复合增长率25.6%，2022-2029年中国市场规模预计2029年突破4万亿元，全球疗愈经济年增10%，2025年有望达7万亿美元。当代人压 力来源多元，孤独、压力、焦虑等消极情绪占比显著，治愈感、陪伴、安全感成为主要渴望的积极情绪，56.3%的年轻人愿为情绪价值买单，消费动机包括 取悦自我、寻求陪伴、缓解压力等，实物消费（香薰、解压玩具）、体验消费（演唱会、冥想）、社交关系消费（陪玩）、数字消费（数字宠物）为四大主 流类型。市场核心消费群体分为三类：18-28岁的瞬时情绪逃脱者，偏好低成本、社交化产品如盲盒，追求即时情绪安抚；28-45岁的高压续航者，倾向线 香、冥想等高效、专业化产品，以维持身心稳态；25岁以上的精神 ...

Core Insights - Emotional consumption has emerged as a new trend among young consumers, with over 90% recognizing "emotional value" and nearly 60% willing to pay for it [1][3] - The report indicates a significant increase in the proportion of individuals choosing to spend on emotional value, rising by 16.2 percentage points to 56.3% compared to the previous year [3] Group 1: Consumer Behavior - Young consumers exhibit a tendency to spend small amounts for significant emotional returns, as evidenced by the popularity of "happy gift shops" in urban areas like Shanghai [1] - The top five categories for emotional value purchases include physical items (plush toys, aromatherapy, stress relief toys), experiential consumption (concerts, stand-up comedy, psychological counseling), social consumption (Disney playdates), digital consumption (digital avatars, digital pets), and collaborative/brand consumption [3][5] Group 2: Market Trends - Data from a specific e-commerce platform shows a 100% year-on-year increase in orders for trendy toys during a promotional period, with a notable 15-fold increase in sales for a flagship store [3] - The popularity of original designer postcards has surged in a cultural and creative store in Shanghai, indicating a shift towards unique, artistic products [6] Group 3: Wellness Consumption - There has been a marked increase in self-care consumption, with searches for "hair dye group purchases" rising over 145% and "therapeutic wellness" searches increasing by over 188% this year [8][9]

Core Insights - "Emotional consumption" has emerged as a new consumer trend in fast-paced urban life, with over 90% of young people recognizing "emotional value" and nearly 60% willing to pay for it [1][8] Group 1: Consumer Behavior - Consumers are increasingly adopting a mindset of spending small amounts for significant emotional satisfaction, as evidenced by the popularity of "happy gift shops" in urban areas like Shanghai [4] - A notable consumer, Ms. Wang, highlighted that product color schemes that evoke dopamine are particularly appealing [3] Group 2: Market Trends - The "2025 Generation Z Emotional Consumption Report" indicates that 56.3% of respondents are willing to spend for emotional value or interests, marking a 16.2 percentage point increase from 2024 [8] - Popular product categories that fulfill emotional value include plush toys, aromatherapy, stress relief toys, experience consumption like concerts and therapy, digital pets, and collaborative IP products [8] - Data from a specific e-commerce platform shows a 100% year-on-year increase in orders for trendy toys from October 10 to 20 [8] Group 3: Product Popularity - In a creative store in Shanghai, postcards, especially designer originals, have become the best-selling online product recently [10] - There has been a significant increase in self-care consumption this year, with searches for "hair perm and dye group buying" up over 145% and "therapeutic wellness" searches up over 188% [10]

Group 1 - The core viewpoint of the articles highlights the rise of "emotional consumption" among young consumers, with over 90% recognizing its value and nearly 60% willing to pay for it [1][9] - A significant trend is observed where young consumers prefer to spend small amounts for greater happiness, as evidenced by the popularity of stores like "Happy Gift House" in Shanghai [3] - The "2025 Generation Z Emotional Consumption Report" indicates that 56.3% of respondents engage in "happy consumption" for emotional value, marking a 16.2 percentage point increase from 2024 [9] Group 2 - Popular product categories that satisfy emotional value include plush toys, aromatherapy, stress relief toys, and various experiential and digital consumption options [9] - Data from a specific e-commerce platform shows a 100% year-on-year increase in the number of orders in the trendy toy category from October 10 to 20 [9] - The demand for self-care and wellness-related consumption has surged this year, with searches for "hair dye group buying" and "therapeutic wellness" increasing by over 145% and 188%, respectively [13]

Group 1 - MINISO FRIENDS opened its first store in South China, located in Shenzhen, aiming to create a new landmark for youth culture through immersive IP experiences [2] - The store features a unique "Right Right Sauce" glass window and various interactive installations, integrating popular global IPs such as Disney and Harry Potter [2] - MINISO's latest financial report indicates a total revenue of 4.97 billion yuan in Q2, representing a year-on-year growth of 23.1%, with a gross margin of 44.3%, up 40 basis points from the previous year [2] Group 2 - Shenzhen is promoting consumption upgrades through the "first store economy," with trendy toys becoming a significant aspect of this initiative [2] - Jin Guanghua Plaza has introduced 21 first-store brands, including high-traffic toy brands like WANGXIAOBEN and TOP TOY [3] - Shenzhen leads the nation in the toy industry, housing over 3,000 toy-related companies, which account for 14.4% of the total number of toy enterprises in China, forming a complete industry chain from design to export [3]

Group 1 - The 138th Canton Fair, held from October 15 to November 4, has attracted over 32,000 exhibitors and nearly 240,000 overseas buyers, marking a 6.8% increase compared to the previous session [1][2] - The fair serves as a significant platform for foreign buyers to understand the dynamics of Chinese manufacturing and explore new collaboration opportunities [2][3] - The event showcases a record number of over 10,000 high-quality enterprises, including those recognized for high-tech and specialized innovations [6][7] Group 2 - The fair has introduced a new area of approximately 3,000 square meters for foreign trade products to connect with domestic markets, promoting the integration of domestic and international trade [4][5] - Exhibitors are increasingly focusing on innovative products, with over 1 million new products developed in the past year showcased at the fair [6][7] - The fair highlights the trend of Chinese foreign trade enterprises embracing new changes and actively expanding into domestic markets, enhancing their resilience [5][6]

Core Insights - The 138th Canton Fair serves as a barometer for China's foreign trade, showcasing over 32,000 exhibitors and attracting nearly 240,000 overseas buyers, marking a 6.8% increase compared to the previous session [1][2][8] Group 1: Exhibitor and Buyer Statistics - The fair features over 32,000 exhibitors, a historical high, with more than 10,000 quality enterprises participating for the first time [5][8] - Nearly 240,000 overseas buyers from 223 countries and regions attended the first two phases of the fair, indicating a strong international interest [2][4] Group 2: Market Opportunities and Innovations - Exhibitors are showcasing innovative products, including smart devices and home decor, reflecting the vitality of Chinese manufacturing and supply chain capabilities [2][11] - The fair has established a dedicated area for foreign trade products to connect with domestic markets, promoting the integration of domestic and international trade [7] Group 3: Industry Trends and Future Outlook - The fair highlights a shift towards high-tech, specialized, and innovative enterprises, with a notable increase in the number of exhibitors recognized for their advanced technologies [8][12] - The event is seen as a critical platform for foreign trade enterprises to demonstrate their R&D capabilities and introduce new industry products [9]

Core Insights - The term "healing" has gained significant traction in recent years, with over 830 million people in China identified as being in a state of psychological sub-health, indicating a vast potential consumer base for the "healing economy" [1][7] - The healing economy is not an independent sector but rather a value increment that integrates with various industries, reshaping the core value of products and services [2][3] Group 1: Healing Economy Characteristics - The healing economy is transforming traditional industries by shifting from practical product sales to creating "healing spaces" in home decor, offering "spiritual healing journeys" in tourism, and integrating emotional wellness into dining and beauty services [3][4] - Consumers are willing to pay a premium for healing services, as they seek emotional value and psychological comfort rather than just functional benefits [4][12] Group 2: Social and Psychological Factors - The rise of the healing economy is attributed to a combination of social structure, economic environment, and individual psychological factors, with widespread feelings of "involution" and "anxiety" prevalent across society [5][7] - The emotional economy is emerging as a new economic model focused on meeting consumers' emotional needs, shifting the focus from traditional functional value to emotional value [8][9] Group 3: Consumer Demographics - The demand for healing services is concentrated in economically developed regions, with a significant user base in cities like Jiangsu, Zhejiang, Shanghai, Beijing, and Guangdong [9] - The primary consumers of the healing economy are individuals aged 21 to 40, who represent over 75% of the user base, facing multiple life pressures while possessing disposable income and awareness of mental health [9][10] - Female consumers dominate the healing economy, accounting for over 75% of attendees at healing expos, reflecting their greater emotional expressiveness and unique pressures in balancing work and family [10] Group 4: Economic Implications - The healing economy presents a multi-trillion market potential, but questions remain about whether consumers are genuinely achieving healing or merely experiencing temporary relief from stress [12][13] - While the healing economy offers a "pause" from daily pressures, it does not address the underlying systemic issues causing anxiety and stress, leading to concerns about the commodification of emotional relief [13][18] - The lack of industry standards and effective regulation raises risks of blurring lines between legitimate healing practices and pseudoscience, potentially exploiting vulnerable consumers [13][19]

Core Insights - The "Chengdu Must-Buy + Chongqing Yu Ban Li" joint exhibition market opened in Chengdu's Qingyang District, attracting a large number of citizens and tourists during the National Day and Mid-Autumn Festival period, becoming a popular consumer destination [1] Group 1: Event Overview - The market focuses on two major brands: "Chengdu Must-Buy" and "Chongqing Yu Ban Li," showcasing local time-honored brands, new national goods, cultural and creative products, and intangible cultural heritage crafts [3] - The event features a vibrant atmosphere with a variety of food and cultural products, allowing visitors to experience the unique flavors and cultural heritage of the Chengdu-Chongqing area [5] Group 2: Product Highlights - Chengdu's offerings include well-known condiments like Dan Dan Douban and Pixian Douban, traditional snacks, and cultural products such as silver jewelry and creative gifts, catering to diverse taste preferences [3] - Chongqing's products feature local cultural items like silk scarves and traditional hot pot base, along with unique handicrafts that blend traditional techniques with modern aesthetics [5] Group 3: Alcoholic Beverages - The market showcases a variety of alcoholic beverages from four core production areas in Chengdu, highlighting the quality and cultural significance of Sichuan liquor [7] - Notable brands from different regions, including traditional and innovative flavors, are presented to meet various consumer demands [7] Group 4: Cultural Experience - The market includes a "non-heritage theme exhibition" with performances such as Sichuan opera and storytelling, enhancing the festive atmosphere and cultural experience for visitors [7] - The event will continue until October 8, with additional promotional activities and performances planned to further engage attendees [7]