【Introduction】In 2020, the COVID-19 epidemic has had a huge impact on the global economy and society, and it has also brought challenges and opportunities to China's consumer market. 
Under the impact of the epidemic, consumers' consumption behaviors, habits and scenarios have undergone significant changes, and some new consumption patterns and emerging consumer products have emerged rapidly.
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In 2021, under the background of the global epidemic prevention and control situation is still severe, China's consumer market will face more uncertainties and challenges, but at the same time there are huge opportunities and space.
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Then, what characteristics and direction will China's consumption trend present in 2023?
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This article will analyze consumers' consumption concepts, consumption behaviors and consumption needs from data and cases, as well as important factors affecting the consumption market, and look forward to the main characteristics and influence of China's consumption trends in 2023.
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Consumption concept: return to rationality and plan more
｜In 2020, the epidemic will have varying degrees of impact on the income level and stability of residents, leading consumers to be relatively conservative in their future income expectations, and their consumption concepts to return to rationality. They are more inclined to reduce advanced consumption, impulsive consumption and luxury consumption in a planned way , continue to increase household savings.
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According to the "2020 China Consumer Market Development Report"1 released by the Research Institute of the Ministry of Commerce, the national household savings rate will reach 37.2% in 2020, an increase of 4.7 percentage points from 2019.
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At the same time, the household debt ratio has also risen, reaching 62.2%, an increase of 4.5 percentage points from 2019. This shows that residents pay more attention to risk prevention and financial management in the context of increased income uncertainty.
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Under the good cost-effective consumption trend, the supply side needs to continue to innovate to meet the diverse needs of consumers.
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According to the "2020 China E-Commerce Development Report"2, the e-commerce transaction volume will reach 34.81 trillion yuan in 2020, a year-on-year increase of 10.9%.
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Among them, online retail transactions reached 11.76 trillion yuan, a year-on-year increase of 14.8%. Online retailing has become an important force driving the growth of total retail sales of social consumer goods.
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The e-commerce platform meets the needs of consumers of different income groups, different regions, different age groups and different preferences by providing diversified, personalized and customized products and services.
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Consumption Behavior: Online and Offline Integration, More Experiences
｜In 2020, under the integrated development model of online and offline, new online formats will develop rapidly.
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According to the National Bureau of Statistics, in 2020, online retail physical goods accounted for 24.9% of the total retail sales of social consumer goods, an increase of 5.4 percentage points over the previous year.
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Among them, new consumption models such as live streaming, community group buying, and Internet celebrity economy have become a bright spot in the consumer market.
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Live streaming has attracted the attention and participation of a large number of consumers by utilizing the influence and interactivity of anchors such as celebrities, Internet celebrities, and grassroots, and realized efficient traffic monetization.
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Community group buying has created a low-cost, high-efficiency, and high-frequency new retail model that integrates online and offline by using social networks and geographical locations.
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Internet celebrity economy has cultivated a group of Internet celebrity brands with a strong fan base and brand influence through the use of self-media platforms and content creation.
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In 2020, under the integrated development model of online and offline, new offline formats will also continue to innovate and upgrade. According to the "2020 China Consumer Market Development Report", in 2020, new formats and models such as unmanned retail, smart retail, and experiential retail will develop rapidly.
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Unmanned retail uses technologies such as the Internet of Things, artificial intelligence, and big data to realize unattended self-service shopping and settlement, which improves operational efficiency and user experience.
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Smart retail realizes the intercommunication, sharing and accurate analysis of online and offline data through the use of cloud computing, 5G, blockchain and other technologies, and improves supply chain management and marketing effects.
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Experiential retail uses VR/AR, 3D printing, biometrics and other technologies to realize the virtual display and trial of goods and services, which enhances the user's sense of immersion and participation.
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Consumer demand: more emotional, more healthy
｜In 2020, the epidemic has had a profound impact on the lifestyle and psychological state of residents, leading to more emotional and healthy consumer demand for goods and services.
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According to the "2020 China Consumer Market Development Report"1, in 2020, residents' consumption of goods and services that meet emotional needs will increase significantly.
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For example, the sales of pet supplies, potted flowers, musical instruments and other commodities have increased by more than 30%; the user scale of services such as psychological counseling, online education, and online entertainment has increased by more than 50%.
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These goods and services can provide residents with functions such as emotional release, psychological comfort, and spiritual sustenance, and meet the emotional needs of residents during the epidemic.
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At the same time, residents' consumption of goods and services that guarantee health has also increased. For example, the sales of anti-epidemic products such as masks, alcohol, and disinfectants have surged; the sales of health products such as sports equipment, health food, and medical equipment have increased by more than 20%; the number of users of health services such as online medical care, online fitness, and online elderly care has increased by more than 30%. %.
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These goods and services can provide residents with functions such as preventing diseases, enhancing immunity, and improving quality of life, meeting residents' needs for health protection during the epidemic.
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In short, the consumption trend in China in 2023 will be characterized by the coexistence of rationality and emotion.
｜In the context of conservative income expectations and a return to rational consumption concepts, consumers pay more attention to cost-effective and planned consumption, and at the same time pay more attention to green, healthy and emotionally satisfying consumption.
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Under the background of the integrated development of online and offline, consumers are more inclined to new consumption models such as online consumption, unmanned retail, and experiential retail, while also pursuing the convenience, safety and quality of offline consumption.
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For enterprises, to seize business opportunities, they need to flexibly adjust products and marketing strategies according to the characteristics of target markets and customer groups, and provide more valuable and attractive products and services.
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For the government, in order to promote consumption growth, it is necessary to ensure the income level and stability of residents, expand the size of the middle-income group, optimize the income distribution structure, and improve residents' consumption ability and confidence