In the past, FMCG brands focused on grabbing channels, shelf space, and displays for growth; but today, consumers' purchase decisions are moving earlier. With the combined effects of instant retail, emotional value consumption, and AI search, brand competition is no longer just at the point of sale but earlier in consumers' minds. Whoever is remembered, trusted, and chosen first has the chance to win the next round of growth. At this year's 'CFC 11th China FMCG Conference', Zeng Jian, co-founder and co-president of Xinchao Media Group, mentioned that in the past, brands needed to solve 'how to be seen'; today, they must solve 'how to be remembered, trusted, and preferred'. Behind this, consumer mindset is becoming the most important moat for brands to navigate cycles. Three Major Trends in Consumption Change: Instant Gratification, Emotional Value, and AI Decision-Making Zeng Jian pointed out in his speech that consumer needs are undergoing profound changes, which can be summarized into three major trends:

  • 'Instant Gratification' becomes the norm: New-generation consumers, especially over 50% of post-95s, grew up in an environment of instant retail and the internet economy, craving 'faster, more accurate, and more worry-free' consumption experiences. The instant retail market is expected to exceed one trillion yuan by 2026 and reach 2.5 trillion by 2030, becoming an irreversible mainstream consumption trend.
  • 'Emotional Value' gains weight: Consumers' focus has fundamentally shifted. Research shows that over 70% of consumers prioritize product quality over price as the primary factor in purchase decisions. At the same time, rational consumption is giving way to emotional drivers, with over 90% of young people recognizing and willing to pay for emotional value. Consumers are paying a premium for product aesthetics, unique experiences, a sense of security, and cultural identity.
  • 'AI Search' restructures decision-making flows: AI technology is profoundly changing traffic patterns and consumption decision-making. Data shows that 55% of Chinese internet users use AI search tools daily. With the proliferation of AI applications like Doubao, Tongyi Qianwen, and Yuanbao, consumers increasingly rely on recommendation algorithms and AI for information acquisition and decision support. AI is evolving from an auxiliary tool to a 'proxy decision-maker', meaning that the ultimate battleground for brand competition in the future is the cognitive ranking in consumers' minds. Zeng Jian stated that FMCG brand competition has long moved beyond traditional shelf and price competition, fully shifting to deep occupation of consumer minds. Only by accurately understanding needs, adapting to technological changes, and rooting in users' hearts can brands stand firm in a rapidly changing market and achieve long-term growth. Future Brand Winning Formula: Seize Minds, Grab Instant, Win AI Facing consumption upgrades and technological changes, Zeng Jian proposed the core formula for future consumer goods success—'Seize Minds, Grab Instant, Win AI'—pointing the direction for brand growth.
  • Seize Minds: Anchor the cognitive core. As China's GDP moves toward the $25,000 era, consumers' pursuit of health and personalized new needs becomes mainstream. Zeng Jian emphasized that in the AI era, the weight of mindshare and high-frequency reach accumulation are brand moats. 'Whoever is closest to consumers' hearts is closest to success.'
  • Grab Instant: Seize channel dividends. Current channels are not shrinking but continuously iterating. In the future, AI e-commerce may account for 40% of brand revenue, instant retail 25%, and traditional e-commerce and short-video platforms 20%. Communities, as the core scenario for consumers, are the key to winning in instant retail. Brands must follow the logic of 'where people are, where consumption is, where ads should be placed' to achieve full coverage online and offline.
  • Win AI: Embrace technological change. AI is restructuring the consumer decision-making chain, from content touchpoints to conversion, with full digital upgrades. Xinchao Media, as a digital leader in the industry, collaborates with JD.com, Douyin, and Alibaba through the Jingchao, Liangchao, and Tianchao plans, building a full-chain data-driven service platform to help brands reach consumers precisely and drive breakthrough growth for FMCG brands. Zeng Jian pointed out that the three cores—'Seize Minds, Grab Instant, Win AI'—are both the growth code for FMCG brands in the AI era and the strategic fulcrum for navigating cycles. Only by firmly occupying consumer minds, seizing instant retail dividends, and proactively embracing AI technological changes can brands seize the initiative in channel iteration and industrial upgrading, truly achieving long-term growth and sustained leadership. The Mindshare Moat in the AI Era Only Centralization Ensures Survival Zeng Jian further predicted that AI technology will reshape the entire competitive landscape, and the importance of brand building will rise, not fall. The Shift in Traffic Logic and the Enhancement of Brand Value: In the future, there may be an 'AI-to-AI' traffic war, where traditional traffic logic that captures attention and time partially fails. In-depth research on interaction with AI shows that in the AI e-commerce era, 'smart selection' and 'named purchase' become two core weapons. A centralized, strong brand mindshare is the most solid moat against the uncertainty of AI decision-making. Intensified Competition from '80/20' to '90/10': The future competitive landscape for FMCG brands will evolve from the traditional '80/20 rule' and the internet era's 'top-two monopoly' to the AI era's '90/10 rule'—where the first place may capture 90% of market share. In such extreme competition, the weight of mindshare and the accumulation of daily high-frequency reach will become the most critical moat for brands. This is the core value of offline centralized media: conducting high-frequency, effective mindshare penetration in the core physical space of consumers' lives—communities. Occupying the 'Default Option' in Consumers' Minds: Zeng Jian concluded that no matter how AI changes, channels change, or traffic changes, consumer mindshare is the only unchanging ultimate answer for brands. The only thing brands truly need to do is: where people are, where consumption is, where ads should be placed. Communities are the center of consumers' lives, so brands must go deep into communities, build a 'community + AI' three-dimensional marketing chain, and make the brand the default choice that consumers don't need to think about. Conclusion: Stay Confident, Embrace the Future At the end of his speech, Zeng Jian expressed firm confidence in China's economy and industrial environment. He believes that the current industrial environment in China is stable and improving, and national support for industries provides a solid guarantee for enterprise development. Facing the wave of change, brands must adhere to. 'Consumer mindshare' as the ultimate answer, with communities as the core scenario and AI as the technological engine, continuously building brand competitiveness. Xinchao Media will continue to empower brands with digital capabilities, explore growth paths with industry partners, and help China's FMCG industry achieve high-quality development in the new era.