年轻人生活方式报告④｜三大趋势：价值驱动、体验升级、AI助攻

Core Insights - The core perspective of the articles emphasizes that young consumers are redefining the concepts of "useful," "good," and "beloved" in their purchasing decisions, moving beyond traditional notions of value to include emotional and experiential dimensions [1][4][5] Group 1: Changing Consumer Values - Young consumers are increasingly prioritizing emotional value over mere ownership, focusing on experiences that provide emotional support, connection, and meaning [1][4] - The shift in consumer behavior is characterized by a transition from "ownership" to "participation," from "functionality" to "emotion," and from "labels" to "identity" [5][6] - The rise of "emotional consumption" is evident, with products and services that resonate emotionally gaining popularity, such as Labubu toys and plant therapy [5][6] Group 2: Trends in Young Consumer Behavior - Trend 1: Value-driven growth is emerging, where young consumers seek products that resonate with their values and identity, rather than just functionality [5][6] - Trend 2: The experience economy is evolving, with a focus on high-quality emotional regulation and immersive interactions, as seen in the popularity of travel destinations linked to emotional IPs [7][8] - Trend 3: The integration of AI technology is creating a new wave of "efficiency consumption," with nearly 50% of young consumers paying for AI tools to enhance their decision-making and daily tasks [8][9] Group 3: Market Implications - Brands that can effectively communicate and embody the cultural values and lifestyles of young consumers will gain trust and loyalty [6][7] - The demand for unique craftsmanship and cultural identity in products, such as gold jewelry, indicates a shift towards valuing cultural significance in purchasing decisions [6] - The evolving lifestyle of young consumers is becoming a key driver for new consumption patterns, business models, and platforms, positioning them as active co-creators of value [9]