3000元扫货、均价超百元仍疯抢！Jellycat凭情绪价值拿捏全龄段钱包｜华夏双节观察

Core Insights - The article highlights the transformation in consumer behavior, emphasizing the growing importance of emotional and experiential value in purchasing decisions [4][12][17] - The popularity of Jellycat, a high-end plush toy brand, reflects this trend, as consumers are increasingly willing to queue for products that offer emotional connections and unique experiences [5][14][15] Consumer Behavior Trends - Consumers are prioritizing emotional value and experiential aspects over mere functionality when making purchases, as seen in the long queues for Jellycat's limited edition plush toys [4][12] - The phenomenon of queuing for products signifies a shift towards valuing the emotional significance and shopping experience, rather than just the product itself [4][12][17] Jellycat Brand Insights - Jellycat's global sales were estimated at approximately £150 million in 2022, with projections suggesting sales could exceed £200 million (around 18-20 billion RMB) by 2024 [14] - The brand's success is attributed to its innovative anthropomorphism in design, which resonates emotionally with consumers, particularly adults [14][15] Emotional Consumption - The article discusses how consumers view plush toys as companions that provide emotional comfort, reflecting a broader trend of seeking emotional solace through purchases [5][12][17] - The interactive experiences offered in stores, such as virtual dessert decoration, enhance the emotional connection consumers feel towards the products, making the shopping experience more memorable [10][12] Market Implications - The shift towards emotional and experiential consumption indicates that businesses must focus on unique experiences and emotional design to meet the evolving demands of consumers [17] - As consumers increasingly seek products that offer emotional fulfillment, companies like Jellycat are positioned to thrive by catering to these desires [14][17]