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新常态下的中国消费

广告门会员 2025-05-08
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梁玟玟 自由撰稿人 关注
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2025年第二季度以来,中国消费市场步入以个位数增长为特征的“新常态”。分析师指出中国消费者“信心不足”和“消费降级”,并持续抛出一系列尖锐问题:增长是否已收窄?低迷情绪是否抑制了消费意愿?消费者是否已普遍开始降级?


研究显示,尽管挑战依旧存在,但实际情况远非某些观察人士所描述的那般黯淡。2024年底,麦肯锡中国消费与零售咨询业务在中国进行了一项全国性调查,调查对象涵盖17,000多名中国消费者。根据城市等级、年龄、家庭收入等因素,将消费者细分为108个不同群体。


基于对调查结果的分析,以及麦肯锡全球研究院(McKinsey Global Institute)对消费和城市化趋势的宏观经济分析,重点关注塑造中国消费市场“新常态”的三大主要趋势:

  1. 消费者接纳新常态,顺势而为:历经数年信心受挫、消费意愿低迷的艰难时期后,中国消费者正开始走出低谷,迈入一个接受并适应新常态的时期。

  2. 消费者信心已趋于稳定:虽然城镇消费者信心略有下降,但消费者信心已趋于稳定。

  3. 消费者更加注重个人成就的实现:消费观念已然发生改变,中国消费者更加倾向于购买有助于实现个人成就的产品和服务。


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标签: 2025 消费趋势洞察 数据报告
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