抓住情绪消费的风口

Core Insights - The article emphasizes the growing trend of emotional consumption, driven by consumers' desire for personalized and meaningful experiences rather than mere material possession [1][2][4] - The emotional consumption market in China is projected to exceed 20 trillion yuan, indicating significant potential for growth in this sector [1][2] Group 1: Emotional Consumption Trends - Emotional consumption is characterized by a focus on self-experience and individual expression, particularly among the younger generation who seek emotional resonance and connection [2][3] - The market for trendy toys in China has seen substantial growth, with its total market value increasing from 6.3 billion yuan in 2015 to approximately 60 billion yuan in 2023 [1] - The "accompanying economy," represented by pet ownership, is also on the rise, with the urban pet consumption market expected to surpass 300 billion yuan in 2024 [1] Group 2: Business Opportunities and Challenges - Businesses must enhance their internal capabilities to capitalize on the emotional consumption trend, as relying solely on emotional value can lead to failure if not executed properly [2][3] - The success of emotional consumption relies on understanding consumer needs and providing products and services with cultural and emotional depth [3] - A supportive and transparent consumption environment is essential for the long-term health of the emotional consumption sector, necessitating improved market regulation and consumer protection [3][4] Group 3: Policy and Market Dynamics - The "Special Action Plan to Boost Consumption" issued by the Central and State Offices encourages the promotion of new consumption models and emphasizes the shift towards quality and aesthetic personal experiences [4] - The growth of emotional consumption reflects a broader trend of upgrading consumer preferences towards more differentiated, personalized, and high-quality offerings [4]