埃森哲《中国消费者洞察》：消费者不再盲从国货全面崛起_老虎社区_美港股上老虎

埃森哲《中国消费者洞察》：消费者不再盲从国货全面崛起

格隆汇2025-12-11

埃森哲在今年的《中国消费者洞察》中对比了2021年和2025年的数据，部分观点如下：1、价值理性代替品牌惯性。55%的中国消费者即便有喜爱的品牌，也会频繁比较多个品牌，相比2021年上升了13个百分点。对品牌更严格的审视导致品牌忠诚度被稀释。2、消费者获取购物信息的渠道变化。电商网站仍占比最多(60%)，最大的变化发生在直播间和视频平台，相比2021年上升28个百分点，位列第二(50%)。家人朋友...

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