中国消费图景：共探变局中的新机遇

The Market Consumer in China:Trends and Opportunities for Convenience Retailers 王伶Lynn Wang NIQ中国零售商客户成功团队负责人Retail CustomerSuccess Lead, NIQ China 亚太消费者心态从谨慎保守向理性重构演变APAC consumer has evolved from cautiousconservation towards rational reorientation 消费者主要关注事项（%受访者认可） Consumertopconcerns inthe next 6 months (% respondentswho agree) 亚太APAC中国CNIncreasing food prices食品价格上涨2714Economic downturn经济下行2330Global conflict / crisis国际冲突/危机209Self / Family welfare / happiness自身及家庭福利/幸福感1430Increasing utility bills公用事业费用涨价148Job security工作保障1420Global warming / climate change全球变暖/环境问题209Increased housing costs住房成本上涨98threat of variants流行病811Ability to provide basics for family保障家庭基本/生活能力811Health threats健康问题6132121对比去年排名变化Ranking changes vs Y24:上涨Up持平Flat下降Down 亚太地区 APAC: Rationality concerns set theintentional spending tone for 2026. 中国 步入“理性”与“情感”双轨消费新常态 China:Steps Into a New Consumer NormBalancing Rational and Emotional Needs 外在需求减少使线下消费动能不足；教育/健康/居家支出提升映射中国消费驱动力转向自我价值的认同Declining out-of-home and appearance spending weakens offline momentum; Wallet intentions on inner fulfillment reinforce the shift intoself-relevance value in China consumption engine 消费者管理开支的主要策略Consumers'strategies to manage spending “值得”成为中国消费的新质驱动力：安全和质量奠基，健康便捷乘势，体验终成归途“Worth It” as the new China consumption power：driven by safety/quality, health and convenient oriented, enjoyment experience 新 中国便利店渠道如何找到 Decode New Consumption GrowthforChina Convenience Retailers 中国便利店韧性增长，人口结构变迁下探索结构性机会China CVS growthstaysresilient，whilethe evolving population structure sets the potential for next growth 便利店重构护城河需触达需求本质，“近和快”为本，迈向“需求和情绪即时满足的可靠陪伴”China convenience storereinvention:go beyond geographic and timesaving availability , shift toreliablecompanionship destination that provides prompt fulfillment ofworth-drivenneeds and emotional value 便利消费需求正在重构Consumer demand of 距离与时间便利：快进快出Quick in-and-out convenience is evolving 多链路及时响应：触达及场景延申，高效解决方案Multilink Timely Response,Reach and scenario expansion 1.地理便利Location2.省时Time-saving3.休闲购Leisure shopping4.商品力Assortment5.服务与体验Experience 懂我：灵感补给及创新前哨My lifestyle front doorw/inspirationties 功能选品：满足路上所需、紧急补给Commodity shelfthataddressing on-the-goandemergency make-up demand 基础体验：环境明亮洁净，接待有礼Operational excellence: organized retail space withbasic in-store service 追新+悦己：传递生活方式的实质价值Lifestyle connection by fueling meaningful innovationand emotional resonance 创造停留时间：强化鲜食，融入生活节奏Lifestyle destination with unified touchpoints :Ready-to-eat food to anchor pace of daily life 即时零售的崛起进一步扩大传统零售的多点触达Rising O2O retail extends reach for traditional retailers 拓店仍是便利店核心增长手段Store expansion remains the name of the game 拓张从“粗放”迈向“精耕”25年门店增速+5% vs五年前+12%Extensive to intensive expansion: Y25 +5% vs +12% 5YA 更多使用便利店外卖配送 当“即需即达”遇见“不打烊”，即时零售助推便利店释放全天候的多场景消费活力 O2O unlocks convenience retailers’ ability of 24/7andmulti-scenario consumption vitality 匹配消费者的情感与理性的核心需求，建立价值观共鸣Reframe value propositions by balancing core emotional and rational needs 58% 品类驱动中国便利店单店销售额上涨Categories drive CVS perstoregrowthinChina 感性需求Emotional demands向健康需求与情绪共鸣深化转型，便利店成为情感连接的复合空间Transforminginto multi-functional spaces for emotional connection, focusing onhealth needs and emotional resonance.1 理性需求Rational demands场景需求的性价比解决方案；自有品牌开发因类施策，满足质价比选择Value-for-moneysolutions tailored to specific scenarios;Strategize private label development tactics to meet diverse quality-for-value2 从健康安心延伸至情绪共鸣，便利店跃迁为“功能+情感”即时释放的邻里载体Shaping CVS as the new “functional + emotional” proximity destination fueling by health, enjoyment to identity resonance 中国便利店单店销售额增幅China CVSper store sales YOY growth 以性价比响应场景化需求，撬动多品类增量空间 Provide value-for-quality options responding toemerging scenario-based consumptions 自有品牌以性价比筑基，围绕消费者“质价两全”期待进阶，打造差异化优势 Nurturingdifferentiated value of private label by balancing quality and cost-effectiveness 自有品牌渗透率及质价比期待提升 Private label fuel by improving penetrationand value perception 夯实品质基础，提供平价好物Offer Value-for-money by delivering trusted quality on core function China CVS shoppers purchase private label % in P12M 中国便利店购物者选择自有品牌前3驱动因素 瞄准重点品类升级方向，满足高质需求Offer quality-for-money by addressing advanced benefits TOP3 triggers for China CVS shoppers purchasing private label ✓横县茉莉Hengxianjasmine✓新会陈皮Xinhuitangerine✓蒲城薏米Puchengcoixseed 比品牌商品更实惠Lower costthan branded products 鲜食：围绕健康进化，成分信任切身可知，强化兜底安心感Ready-To-Eat build reassuring connections, offer advanced health proposition with nutritionalbenefit emphasis is the key 中国便利店购买鲜食的考虑因素% Most importantshopping preferenceforready-to-eatfood–CN CVS shopper respondents % 经常控制热量摄入Regularly control calorieintake 经常查看营养标签Frequently check nutrition labels 提供清晰成分与营养信息沟通，缩短消费者决策链路Communicate clearly on ingredient and nutrient information to makeconsumer’s decision easier 解码中国便利店渠道的新机遇Decode New Consumption Growth for China Convenience Retailers 关键趋势Key takeaway: 乘势而上The way forward: 覆盖与触达深化仍是构建“贴近感”的硬增量。 拓店精耕与即时零售双轮驱动实现全域触达，最大化“即想、即得”的响应竞争力。 Coverage and reach expansion rem