新消费与新消费城市:现状、特征和趋势——基于中国代表性城市新消费发展的调查研究

Current Situation,Characteristics and Trends of New Consumption and New Consumption Cities:Research on New Consumption in Representative Cities in China

中央明确提出,要积极发挥“新消费”引领作用,加快培育形成新供给、新动力。新消费是指顺应消费品质体验升级趋势,以数字技术和新媒介为支撑,创新产品和服务的提供内容、消费场景及满足方式,注重消费者的互动反馈,精准匹配消费者物理需求与情绪价值的消费。文章基于中国代表性城市新消费发展的实地调查,研究发现:(1)现阶段中国新消费规模持续扩大,业态场景丰富多样,人群覆盖各年龄段“悦己”消费者,地域分布集中于一线和新一线城市,风险投资态度由青睐转向审慎。(2)在微观层面,新消费品牌具有市场细分度高、互动社交感强、数智化程度深、人才基础厚、先走“流量”再求“长红”等显著特征。(3)未来中国新消费发展将呈现更加注重消费者互动体验和价值共创、产品和服务内容回应民生刚需、数字建设和智慧管理持续深化、民族品牌国际化和商业友善化等典型趋势。(4)新消费城市具有创新创意人才集聚、产业链供应链体系完善、支持引导政策有力、文化开放包容或独具特色等多重共性特征。新时代促进新消费发展,需着力完善新消费产业生态体系。文章为理解中国新消费提供了基本发展事实和特征趋势研判,为新消费品牌企业和城市新消费发展以及相关政策制定提供了重要参考。

The central government clearly put forward that it is necessary to actively play the leading role of“new consumption”and accelerate the cultivation and formation of new supply and new driving force.New consumption refers to the consumption that conforms to the trend of upgrading consumption quality experience,supports digital technology and new media,innovates the content,consumption scenarios and satisfaction methods of products and services,pays attention to consumers'interactive feedback,and accurately matches consumers'physical needs and emotional values.Based on the survey of new consumption in several representative cities in China,the paper finds that:(l)At this stage,the scale of new consumption in China continues to expand,the business format is rich and diverse,the population covers“self-satisfied”consumers of all ages,the geographical distribution is concentrated in first-tier and new first-tier cities,and the attitude of venture capital has shifted from favor to prudence.(2)At the micro level,new consumer brands have significant characteristics such as high market segmentation,strong sense of interaction and social interaction,deep degree of digital intelligence,thick talent base,and first“flow”and then“long red”.(3)In the future,China's new consumption development will show typical trends such as paying more attention to consumer interactive experience and value co-creation,product and service content responding to the needs of people's livelihood,digital construction and smart management continuing to deepen,national brand internationalization and business friendliness.(4)New consumer cities have multiple common characteristics,such as the concentration of innovative and creative talents,the improvement of industrial chain and supply chain system,the support and guidance policy is strong,and the culture is open and inclusive or unique.To promote the development of new consumption in the new era,it is necessary to improve the ecological system of new consumer industries.The paper provides the basic development facts and characteristic trend analysis for the understanding of China's new consumption,and provides an important reference for the development of new consumer brand enterprises and urban new consumption as well as relevant policy formulation.