李佳琦直播间成就年轻人“情绪经济”

Core Insights - The popularity of hand bracelets, once considered exclusive to the "cultural and artistic" circle, has surged among young consumers, becoming a staple in daily fashion [1][2] - Li Jiaqi's beauty assistant team has effectively captured the emotional sentiments of young consumers, expanding their influence beyond beauty to fashion and lifestyle [2][6] Group 1: Consumer Behavior - Young consumers are increasingly drawn to hand bracelets for their aesthetic appeal and emotional significance, with many actively seeking similar styles on social media [3][6] - The trend has led to a significant increase in searches for "crystal" on e-commerce platforms, with over 5 million searches reported this year [6] - The sales of new-style hand bracelets have exceeded 10 million units in the past year, with over 40% of sellers being aged 25-30 [6] Group 2: Market Dynamics - Li Jiaqi's live streaming sessions have become a key driver of this trend, with an average of one hand bracelet broadcast every three days [6][9] - The team utilizes big data and social media insights to anticipate consumer demand for personalized accessories, effectively creating market needs [6][8] - Various materials such as crystal, obsidian, and gold are experiencing high sales, with some styles frequently sold out, indicating strong consumer interest [6][8] Group 3: Emotional and Cultural Significance - Hand bracelets are evolving from mere decorative items to "emotional assets" that help young people cope with stress and anxiety [6][7] - The cultural and symbolic significance of jewelry is becoming increasingly important, with consumers valuing products that resonate with their personal values and lifestyles [7][8] - The rise of the "self-care economy" is reflected in the market's growth, which is projected to exceed one trillion in scale [8][9] Group 4: Influencer Impact - Li Jiaqi's live streaming platform is recognized as a significant trendsetter, influencing not only hand bracelets but also a wide range of fashion items [8][9] - The unique styles of the hosts contribute to the diverse appeal of products, leading to high consumer engagement and sales [9][12] - The platform has successfully expanded its non-beauty categories, indicating a successful crossover into broader fashion influence [9][12]