2025年中国X世代影响力报告

为什么不能忽视X世代Why you can’t afford to forget Gen X中国X世代影响力© 202 5 Nielsen Con sumer LL C. All Rights Reserved.▪为什么选择X世代？为什么是现在?Why Gen X? Why now?▪驱动X世代消费的核心因素What drives Gen X consumption?▪哪些品类最有望赢得X世代的青睐？Which categories are best positioned to win with Gen X?▪制造商和零售商的关键点Key takeaways for manufacturers and retailers▪在中国影响X世代的因素Factors influence Gen X in China▪如何推动品牌增长？尼尔森IQ品牌增长模型How to drive brand growth? NIQ Growth Architect Introduction目录 | Table of Contents© 202 5 Nielsen Con sumer LL C. All Rights Reserved.为什么选择X世代？为什么是现在? Why Gen X? Why now?谁是X世代？Who is Gen ?14亿1.4 billionX世代群体目前活跃于世界各地Currently navigating the globe出生1965年至1980年Born between 1965 and 1980当前年龄在45至60岁之间Currently aged 45–60© 202 5 Nielsen Con sumer LL C. All Rights Reserved. 4© 202 5 Nielsen Con sumer LL C. All Rights Reserved. 5X世代以独立精神为傲Gen Xers pride independence —raised as latchkey kids by working parents青年时期见证了MTV、摇滚文化和个人电脑的兴起Youth witnessed the rise of MTV, grunge culture, and personal computing谁是X世代? Who is Gen X?万亿美元(USD) trillion globally仅在2025年，In 2025 alone,X世代的全球消费预计将达Gen X will spend an estimatedSou rce : World Data La b© 202 5 Nielsen Con sumer LL C. All Rights Reserved. 6X世代现在拥有的消费实力…Gen Xers have the spending power now ...7© 202 5 Nielsen Con sumer LL C. All Rights Reserved.…并且在可预见的未来… and for the foreseeable future到2033年，X世代的全球人均支出将位居首位，超过Gen X will be the per-capita spending leaderglobally through 2033, surpassing 万亿美元(USD) trillion globallySou rce : World Data La b按世代划分的人口 (2025)Population by generation (2025)2025年，X世代占全球人口的17%...In 2025, Gen Xmakes up 17%of the globalpopulation ...Source: World Data Lab8© 202 5 Nielsen Con sumer LL C. All Rights Reserved.婴儿潮一代X世代千禧一代Z世代Alpha世代Beta世代60-7844-5928-4312-271-11新生婴儿Newly bornX世代自2021年起主导全球消费支出，并将持续至2033年Gen X has led global consumer spending since 2021, and will continue to do so until 2033Source: World Data LabNominal USD…但X世代占据全球四分之一消费能力… but Gen Xers account for one-quarter of the world’s spending power.9© 202 5 Nielsen Con sumer LL C. All Rights Reserved.婴儿潮一代|Boomers: 1946–1964X世代| Gen X: 1965–1980千禧一代| Millennials: 1981–1996Z世代| Gen Z: 1997–2012Alpha世代| Alpha: 2013–2024当前，X世代在中国及欧洲大部分地区占据消费主导地位Today, Gen X dominates in China and most of Europe 各国按消费支出划分的主要世代群体（2025）Most dominant generation per country by consumer spending (2025)婴儿潮一代|Boomers: 1946–1964X世代| Gen X: 1965–1980千禧一代| Millennials: 1981–1996Z世代| Gen Z: 1997–2012Alpha世代| Alpha: 2013–202410© 202 5 Nielsen Con sumer LL C. All Rights Reserved.代际消费：两个世界的故事(2025)Generational spending:A tale of twoworlds (2025)11© 202 5 Nielsen Con sumer LL C. All Rights Reserved.高收入国家中低收入国家© 202 5 Nielsen Con sumer LL C. All Rights Reserved.驱动X世代消费的核心因素What drives Gen X consumption?© 202 5 Nielsen Con sumer LL C. All Rights Reserved.X世代Gen X三明治一代The sandwich generationX世代“照料型消费者”的定位体现在照顾父母和养育孩子两面Gen Xers’ spend on Elder & Dependent Care and Education have clearly positioned them as “caretaker consumers.”*包括飞机、船只、皮划艇、独木舟、热气球、马匹、风帆冲浪设备、高尔夫球车、潜水设备等。**包括手动工具、园艺工具、梯子、门配件、小型电子配件等。*