IFA2025情绪价值彻底爆了，中国品牌开卖 “生活方式”

Core Insights - The core viewpoint of the articles is that emotional value is becoming a key competitive factor in the home appliance industry, shifting the focus from functional satisfaction to emotional resonance and cultural connection [2][30]. Group 1: Emotional Value in Home Appliances - The competition in the home appliance sector has evolved from a focus on technical specifications to emotional resonance, as consumers increasingly seek products that fulfill emotional needs rather than just functional requirements [2][12]. - The "2025 China Home Appliance Consumption Trend White Paper" indicates a rise in self-satisfying consumption, highlighting that emotional value is now a significant factor in consumer purchasing decisions [2][30]. - The concept of "emotional appliances" is emerging, with three main development paths identified: cultural resonance, scene companionship, and health care [6][10]. Group 2: Cultural Resonance and Market Strategies - Companies like Changhong are leveraging cultural symbols, such as the panda, to create emotional connections with consumers, thereby enhancing brand identity and meeting consumer identity expression needs [6][24]. - The sponsorship of global events, such as Hisense's support for the 2026 World Cup, aims to resonate emotionally with football fans worldwide [6][10]. - The emotional value approach is not limited to home appliances but is becoming a broader strategy for Chinese brands to penetrate international markets by transcending language and cultural barriers [24][25]. Group 3: Consumer Behavior and Market Dynamics - The shift towards emotional value is a response to the saturation of technical specifications in the home appliance market, where differentiation based on features has become increasingly difficult [13][17]. - Emotional value aligns with the fundamental principle that all consumer behavior ultimately seeks to achieve a positive emotional experience, such as safety, relaxation, or satisfaction [21][22]. - The success of products like the "Chasing" robotic vacuum cleaner demonstrates how understanding and addressing consumer emotional needs can lead to significant market impact [23][30]. Group 4: Globalization and Brand Identity - The narrative of Chinese home appliance brands has shifted from merely offering cost-effective products to selling experiences, values, and lifestyles, emphasizing emotional connections [24][30]. - Successful examples of Chinese brands, such as the game "Black Myth: Wukong," illustrate how cultural resonance can create a global appeal, enhancing the emotional connection with international consumers [29][30]. - The trend towards emotional value signifies a transformation in the home appliance industry, moving away from cold parameter competition to a focus on genuine consumer experiences and emotional fulfillment [30].