【时尚经济】 情绪价值的经济价值

Core Insights - The article discusses the significance of emotional value in branding and consumer relationships, emphasizing that understanding consumer psychology is crucial for brands to thrive in a competitive market [1][2][4]. Group 1: Emotional Value and Consumer Behavior - Emotional value translates into economic value as consumers are willing to pay a premium for positive emotional experiences associated with brands [2]. - Brand premium is explained through emotional value, where consumers expect emotional satisfaction and are willing to pay for it, reflecting their identity and values [2]. - Examples of brands like Labubu demonstrate how emotional value can lead to significant market prices, with blind boxes being sold for thousands, showcasing the strong monetization potential of emotional value in consumer markets [2]. Group 2: Experience-Driven Consumption - The shift from material consumption to experience consumption is highlighted, particularly in Japan, where consumers seek emotional fulfillment through unique experiences [3]. - Japanese agricultural marketing strategies focus on providing consumers with experiences, such as fruit picking and farm visits, which enhance emotional connections to products [3]. - Social media amplifies the influence of emotional value, with seemingly trivial products gaining popularity as emotional outlets for consumers [3][4]. Group 3: Emerging Trends in Emotional Consumption - The rise of products that provide immediate emotional relief, such as stress-relief toys, indicates a growing market for emotional consumption [4]. - The popularity of niche products, like "谷子" merchandise, reflects the vast potential of the emotional consumption market as it transitions from niche to mainstream [4]. - Emotional value is reshaping consumer values, allowing for spiritual satisfaction beyond material needs, and presenting new business opportunities for companies [4].