Abstract: This paper defines the concept of the sense of gain from five aspects, the subject, the object, the way, the institution and the sense. The sense of Gain can also be divided into the senses of absolute gain and relative gain. The relationship between the consumption and the sense of Gain is explained. The changes of consumption and their influences are analyzed in terms of personal consumption and collective consumption. The changes of the sense of gain are also reviewed based on the databases of CSS. At last, this paper gave some suggestions about enhancing the sense of gain of people will be offered:strengthen the supply side reform, increase the research on the consumer market, create the products and services to meet the people's better life needs, improve the income and consumption of the middle and low income groups, narrow the gap between the rich and the poor, promote the equalization of basic public services and improve the quality of public services.