文 | 新氪度

xinzhongchandexiaofeixingejuxia，didiaoshehuaruhesuzaoshenghuofangshi？

zaixiaofeibianhuadelangchaozhong，“xinzhongchan”quntizhengxunsujueqi，chengweishichangguanzhudejiaodian。yushangyidaixiaofeiquntibutong，tamengengyuanyiweipinpaifujiazhi、shejigan、kejichuangxinmaidan。zheixiexiaofeizhetongguojingzhidejiajuzhuangshi、dutedeshishangpinweiyijizhinengkejichanpin，dazaoyigegezhuanshuyuzijidepinzhishenghuokongjian。bizhejiangcongjiaju、shishanghekejisandalingyu，jiexixinzhongchandexiaofeixiguanhepinpaixuanze，dongchazheiyixiaofeibianhuabeihoudeshencengluoji。

家居美学：从“实用”到“艺术”

xinzhongchanduijiajudexuqiubuzaijinjinjuxianyu“shiyong”zheiyidanyibiaozhun，tamengengzhuiqiushejiganyupinzhigandejiehe。nengweishenghuokongjianfuyugengduomeiganyugexingdejiajupinpai，chengweilezheiyiquntideshouxuan。

yidalidebonaldojiushizheiyangdeyigedianxingdaibiao。qijiajuchanpinjiangyouyadexiantiaohexiandaishejixiangjiehe，lirujingdiandebig tablecanzhuo，jiaochadezhuotuibujinshishijuedeliangdian，gengzhanshilejiajushejizhongdejihemeixue。duiyuxinzhongchaneryan，zheiyangdejiajubujinshiyijianshiyongdewupin，gengshiyizhongnenggoubiaodashenghuotaiduhepinweideyishupin。saddle sofayiqidutede“maan”xingsheji，zaizuoyideshushixingheshijuemeiganzhijianzhaodaolewanmeipingheng，zheizhengshixinzhongchanzhuiqiude“shushierbushipinwei”dejingzhishenghuodesuoying。

yucitongshi，jianpaiweiyudezhinengjiajuchanpin，yemanzulexinzhongchanduikejiganhepinzhigandeshuangzhongzhuiqiu。yiqis7 shushibaozhinengmatongweili，zheikuanchanpinbujinjubeizhinengwujiechutaiquandengxianjingongneng，haitongguoshejixijieyingzaochuyizhongweilaiganhekejigan。xinzhongchanleyuweizheiyangdechanpinmaidan，yinweitamenbujinjinshichanpin，gengshiyizhong“genghaoshenghuo”dexiangzheng。

cizhuanlingyudefaenshayejiezhezheiyiqushi，tongguoxingkong・dabanxiliechanpin，jiangshejiyuansucongpingmianyanshendaokongjian。lingganlaiziyuzhoudechouxiangsheji，lingzheixiecizhuanchengweijiajuzhuangshizhongdeliangdian，tupolechuantongcizhuandejuxian。xinzhongchanzaijiazhuangshi，buzaidanchunzhuiqiuzhuangshigongneng，gengxiwangtongguoyishuhuadeshejiyingzaochuduyiwuerdegexingkongjian。

时尚符号：低调静奢的“老钱风”与个性化休闲潮流

zaishishanglingyu，xinzhongchandexiaofeimoshitongyangbiaoxianchuleduigexinghepinzhidezhongshi。tamenpianhao“didiaoshehua”de“laoqianfeng”pinpai，biruyidaligaoduanshizhuangpinpailoro pianahemeiguoderalph lauren purple label。zheixiepinpaidechanpinmeiyouguoyuzhangyangdelogo，ershitongguozhiganhejiancaichuandijingzhiyuyouya。liru，loro pianadeyangrongxilie，bujinzaicaizhixuanzeshangjingyiqiujing，gengtongguoshejitixianchuyizhongbuxianshanbulushuideshehua。

purple labeldexifuxiantiaoliluo，cailiaokaojiu，shenshoushangjiejingyingdeqinglai。zisebiaoqianbujinshipinpaidexiangzheng，gengdaibiaoleduipinzhihejingdiandejianchi。tamendeshoujiayuangaoyushichangpingjunshuiping，danxinzhongchanyuanyiweizhimaidan，yinweizheixiefuzhuangyijingchaoyueledanchundechuanzhegongneng，ershiyizhongshenfendexiangzheng，yizhong“woyounenglixuanzezuihao”deshenghuotaidu。

tongshi，kitondeshougongxizhuangpingjieqijingzhandeshougongyiheduixijiedejizhizhuiqiu，yechengweixinzhongchannanshizhuiqiujingzhishenghuodexiangzheng。xinzhongchandenianqingquntibujinzaishangwuchanghe，gengzaixiuxianrichangzhong，zhujianxuanzefuhezijipinweiheshenghuotaidudepinpai。

在运动和休闲服饰上，lululemon和迪桑特赢得了新中产消费者的青睐。这些品牌不仅提供高质量的产品，还通过设计和市场营销，塑造了健康、活力和积极生活态度的品牌形象。对于注重健身与健康生huodexinzhongchanlaishuo，zheizhongjingshengongmingyuanbichanpinbenshengengyouxiyinli。zhengyinruci，lululemondeyujiakuchengweilejietouxiangweideshishangfuhao，erdisangtedeyundongzhuangbeizepingjiezhuanyexingheshejigan，zaishichangshangxunsudakailejumian。

科技与生活：智能产品的崛起

kejichanpinzaixinzhongchanxiaofeizhongzhanjulezhongyaodiwei，tamenbujinzhuiqiugaoxiaobianjiedegongneng，gengxiwangzheixiechanpinnenggoutishengshenghuopinzhi。pingguodechanpinjihuchengweilezheiyixiaofeiquntide“biaopei”，congiphonedaoapple watch，zaidaojiatingzhinengshebei，xinzhongchanzhuiqiudebushizuiqianyandejishu，ershizuishushi、zuiyiyongdezhinengtiyan。

在健康科技领域，SKG眼部按摩仪则为长时间在屏幕前工作的新中产提供了解压的好帮手。类似的健康智能产品在市场上的崛起，反映了这一群体对健康生huodezhongshi。skgtongguokejichuangxinheyouyasheji，jiangyikuanbenyinggongnengdanyidechanpin，bianchenglerichangfangsongyuxiangshoudezuijiabanlv。

erjiuhaodiandonghuabanchezemanzulexinzhongchanzaiduantutongqinzhongdeduoyanghuaxuqiu。jiuhaodiandonghuabanchedeshejichongmanlekejiganheweilaigan，zheizhongqingbian、kuaijiedechuxinggongju，chengweilechengshizhongsuichukejiandelvsehuanbaochaoliu。suizhelvsechuxinggainiandetuiguang，jiuhaodiandonghuabancheyinghelexinzhongchanduihuanbaoyubianjiedeshuangzhongsuqiu。

新中产消费心理：体验、认同与文化共鸣

xinzhongchanzaixiaofeixuanzeshangdebianhua，buzhishiyinweitamendegoumailizengqiang，gengyinweitamenzhuiqiudeshiyizhongquanxindeshenghuotiyanherentonggan。zaizheigequntizhong，xiaofeiyibuzaishidanchunde“maidongxi”，ershitongguoxiaofeibiaodayizhongziwoyishi。

tamenxihuandepinpai，daduoyouzheshenhoudewenhuabeijinghegushi。liru，loro pianatongguozaizhongguoneimenggushelimuchang，quebaoyangrongzhiliangdejudong，bujinqianghualepinpaidepinzhibaozheng，gengxiangxiaofeizhechuandileyizhonggongjiangjingshenyuduizirandezunzhong。zheiyangdewenhuagongming，shidexiaofeizheyuanyizhifugenggaodejiage，qugoumaizheixiechongmanrenqingweihewenhuadiyundechanpin。

lingyigelizishibrunello cucinelli，zheiyiyidalipinpaibujinzhuzhongchanpindepinzhi，gengqiangdiaopinpaiderenwenjingshenheqiyeshehuizeren。zaiquanqiushangyejingzhengyufajiliedejintian，pinpaitongguochuandichuduishehui、duirenxingdezunzhong，shidetamenzaishichangshangyongyoulegengduodezhongshiyongdun。zheizhongqingganshangdelianjie，rangxinzhongchanzaixuanzexiaofeishi，bujinjinshigoumaiyijianshangpin，gengshizairentongyizhongshenghuotaidu。

lululemonhedisangteyeshitongguozheizhongwenhuarentong，chenggongdarulexinzhongchandexiaofeishichang。wulunshiqiangdiaozilvyujiankangdeyujiajingshen，haishichongshangzhuanyeyugaoxiaodeyundonglinian，zheixiepinpaidourangxinzhongchanzaixiaofeishichanshengleyizhong“zheijiushiwoxiangyaodeshenghuo”deqiangliegongming。

未来展望：消费变化的下一步是什么？

suizhexinzhongchandejueqi，shichangshangdexiaofeixuqiubuduanbianhua，pinpaiyezaibuduandiaozhengzijidezhanlve，yiyinghezheiyibianhuaqushi。congjiaju、shishangdaokeji，nenggouzhuazhuzheiyixiaofeirenqundepinpai，wangwangdouzaichanpinsheji、pinpaigushihewenhuarentongdengduogecengmianshangxiazulegongfu。

danduiyupinpaieryan，weilaidetiaozhanzaiyuruhechixuchuangxin，ruhezaichanpinhewenhuazhongzhaodaoxindepinghengdian。duiyuxinzhongchanlaishuo，xiaofeibujinshiyizhongmanzuxuqiudexingwei，gengshiyizhongzhangxiangexingdefangshi。zaixiaofeibianhuadexiayijieduan，neixienenggoutigonggexinghua、dingzhihuachanpinhefuwudepinpai，jiangzaishichangjingzhengzhongzhanjugengduodeyoushi。

yucitongshi，xinzhongchanduiyukechixufazhandeguanzhuyezaizhubushangsheng。huanbao、shehuizerendengyinsu，kaishichengweitamenxuanzepinpaishikaolvdezhongyaoyinsu。zheiyiweizhepinpaizaishejiheshengchanhuanjie，xuyaokaolvdaohuanbaocailiaodeshiyong、shengchanguochengdetanzujiyijiruheweishehuizuochugengduogongxian。zheizhong“lvsexiaofei”deyishi，yehuichengweiweilaixiaofeishichangdeyigezhongyaoqushi。

小结：新中产的精致消费主义

xinzhongchandexiaofeixiguanzheshechudeshiyigeriyigexinghua、jingzhihua、zhuzhongwenhuarentonghejiazhiguandexiaofeishichang。

suizhexinzhongchandejueqi，shichangshangdexiaofeixuqiubuduanshengji，pinpaiyezaibuduandiaozhengzijidezhanlve，yiyinghezheiyibianhuaqushi。congjiaju、shishangdaokeji，zaidaozhinengqiche，nenggouzhuazhuzheiyixiaofeirenqundepinpai，wangwangdouzaichanpinsheji、pinpaigushihewenhuarentongdengduogecengmianshangxiazulegongfu。

danduiyupinpaieryan，weilaidetiaozhanzaiyuruhechixuchuangxin，ruhezaichanpinhewenhuazhongzhaodaoxindepinghengdian。duiyuxinzhongchanlaishuo，xiaofeibujinshiyizhongmanzuxuqiudexingwei，gengshiyizhongzhangxiangexingdefangshi。zaixiaofeibianhuadexiayijieduan，neixienenggoutigonggexinghua、dingzhihuachanpinhefuwudepinpai，jiangzaishichangjingzhengzhongzhanjugengduodeyoushi。

yucitongshi，xinzhongchanduiyukechixufazhandeguanzhuyezaizhubujiashen。huanbao、kechixuxingyijingchengweizheiyiquntixiaofeixuanzezhongdezhongyaokaoliangyinsu。zaiweilai，nenggoutixianshehuizerenhehuanbaoliniandepinpai，bijiangyinglaigengweiguangkuodeshichangqianjing。