Kantar-凱度中國(guó)消費(fèi)者態(tài)度月度晴雨表

KantarChineseConsumerInsigh1.五一小長(zhǎng)假提振了消費(fèi)者的積極情緒，對(duì)市場(chǎng)預(yù)期上升，但整體處于恢復(fù)性成長(zhǎng)階段。對(duì)通脹的擔(dān)憂上升，節(jié)省花費(fèi)的比例也小幅上升。但同時(shí)對(duì)品質(zhì)的追求提升，超過半數(shù)消費(fèi)者更看重品質(zhì)生活，消費(fèi)者對(duì)待消費(fèi)愈發(fā)慎重。2.五一小長(zhǎng)假為低線城市注入活力，低線城市的提振幅度更3.身心健康與平衡受到高度關(guān)注，超過七成消費(fèi)者非常關(guān)注身體、心理健康及生活平衡，希望有足夠時(shí)間陪伴家人；一線城市及高收入消費(fèi)者的關(guān)注程度更高。4.千禧之前的世代消費(fèi)者將教育和學(xué)習(xí)提上日程，Z世代仍看重娛樂享受、出國(guó)游比例更高。56%63%53%53%國(guó)內(nèi)消費(fèi)者積極情緒的變化趨勢(shì)positivemood:The56%63%53%53%國(guó)內(nèi)消費(fèi)者積極情緒的變化趨勢(shì)positivemood:Theoveralltrendofpositivemoodamongdomesticconsumersappearstobemorepositivethanlastyear,andafterMayDayholidays,positiveemotionsfurtherimproved.46%56%source:positive355%40%51%55%40%51%TheMayDayholidayshasthegreatestimpactonthesentimentofconsumersinlower-tiercities,wherethereisasignificantsurgeinpositiveemotions.國(guó)內(nèi)消費(fèi)者積極情緒的變化趨勢(shì)positivemood:56%59%69%Domesticconsumershaveaveryhighlevelofconcernforhealth,includingbothphysicalandmentalwell-being,andbalancedlifestyle.sourcesource-564%64%64%64%Over70%percentconsumersarehighlyconcernedabouthavingenoughtimetospendwiththeirfamilies,withfirst-tiercitiesandhigh-incomeconsumersbeingmoreconcernedaboutfamilytime.有足夠的時(shí)間陪伴家人Havingenoughtimetospendwithfamily:84%76%74%73%73%76%74%73%73%71%71%女女sourcesource-655%54%31%55%54%31%29%49%38%Overall,domesticconsumersconcernsaboutinflationarelowerthanlastyear’slevel,buttheyhaveslightlyincreasedinMay.source7AfterMayDayholidays,consumersinfirst-andsecond-tiercitieshavebecomemoreconcernedaboutinflation,whileconsumersinlower–tiercities,onthecontrary,havebecomelessconcerned.國(guó)內(nèi)消費(fèi)者對(duì)通脹的擔(dān)憂程度趨勢(shì)Anxietyaboutinflation:44%34%31%39%32%33%27%44%34%31%39%32%33%一線城市Tier1二線城市Tier2低線城市sourcesource-8Overall,domesticconsumers’expectationsforthemarketarehigherthanlastyear.They21%23%20%21%23%15%15%12%______________source9AfterMayDay,expectationsforthemarkethaveslightlyincreasedacrossalllevelsofcities,withthemostsignificantchangesoccurringinlower-tiercities.24%20%15%24%20%15%62%57%47%62%57%47%Overall,domesticconsumers'expectationson'Economizing’arelowerthanlastyear,buttherehasbeenaslightincreaseinMay.節(jié)省花費(fèi)的比例，品類均值Categoryaverageoneconomizing:60%45%50%source:InMay,theexpectedlevelon'Economizing’incitiesatalllevelshasincreased,withanotableriseamongconsumersinsecond-tiercities.節(jié)省花費(fèi)的比例，品類均值Categoryaverageoneconomizing:55%45%46%55%45%46%sourcesourceInMay,overallconsumers’'Economizing’increasedamongdomesticconsumers,withgreatercautionobservedin食品采購(gòu)家裝奢侈品保險(xiǎn)社交活動(dòng)服裝餐廳、咖啡店、外出就餐度假訂閱娛樂服務(wù)（例如視頻/音樂會(huì)員）個(gè)人護(hù)理和化妝品娛樂活動(dòng)（例如參加活動(dòng)）教育和學(xué)習(xí)活動(dòng)source:leisureandentertainment.食品采購(gòu)燃料和電力使用個(gè)人護(hù)理和化妝品保險(xiǎn)教育和學(xué)習(xí)活動(dòng)家裝社交活動(dòng)服裝度假訂閱娛樂服務(wù)（例如視頻/音樂會(huì)員）奢侈品餐廳、咖啡店、外出就餐娛樂活動(dòng)（例如參加活動(dòng)）source:原地躺平29%城市附近短途出游原地躺平29%城市附近短途出游MayDayholidays,theproportionofGenZindividualschoosingtocelebrateathomeorengageinstaycationissignificantlyhighercomparedtootherdemographics.Whiletheproportionofthemchoosingshorttripsnearthecityisnoticeablylower.Additionally,theproportionofGenZindividualsoptingforinternationaltravelisrelativelyslightlyhighercomparedtootherdemographics.城市附近短途出游城市附近短途出游source:kantarchinaIssuesBarometer2023.5 GenZconsumersaremoreinclinedtoenjoylife,withtheirbudgetallocatedtowardsvacations,diningout,andentertainmentactivities.Ontheother度假餐廳、咖啡店、外出就餐娛樂活動(dòng)（例如參加活動(dòng)）奢侈品訂閱娛樂服務(wù)（例如視頻/音樂會(huì)員）服裝個(gè)人護(hù)理和化妝品燃料和電力使用教育和學(xué)習(xí)活動(dòng)家裝社交活動(dòng)食品采購(gòu)保險(xiǎn)教育和學(xué)習(xí)活動(dòng)保險(xiǎn)食品采購(gòu)個(gè)人護(hù)理和化妝品社交活動(dòng)服裝燃料和電力使用家裝訂閱娛樂服務(wù)（例如視頻/音樂會(huì)員）娛樂活動(dòng)（例如參加活動(dòng)）奢侈品餐廳、咖啡店、外出就餐度假source:InMay,thetrendofconsumerspursuingqualitycontinues,withoverhalfofconsumersplacingmoreemphasisonqualitywhenchoosingproducts.Consumersinfirst-tierandlow-tiercities:Thepursuitofqualityhascontinuedtoincrease,whilethefocuson‘valuefor對(duì)商品/服務(wù)的消費(fèi)態(tài)度反而更趨向于品質(zhì)。消費(fèi)者仍舊 source低線城市Tier低線城市Tier3 sourceDomesticconsumersprioritizebrandchoicesoverpriceconsiderations.Digitalproductshavethehighestbrandloyaltyamongallproductcategories.Consumersalsoplacegreatimportanceonthebrand