2024年情绪经济消费人群洞察报告

Group 1: Core Insights - The rise of the "emotional economy" is driven by widespread feelings of anxiety and "involution" among individuals, with over 90% experiencing emotional pressure, creating a market potential worth billions [1][2] - The shift in consumer motivation from functional needs to emotional satisfaction is evident, with 42% of consumers now shopping to "please themselves," a 9 percentage point increase from 2021 [2][3] - The Z generation (born 1995-2009) is a key driver of this consumption change, prioritizing personal experiences and emotional value over traditional product functionality [3][4] Group 2: Consumer Demographics - Women, young people, and highly educated individuals are the primary consumers in the emotional economy, with women making up 64% of this demographic [4][5] - The age distribution shows that 44% of consumers are in their 20s to early 30s, while 33.5% are aged 18-24, indicating a strong presence of younger consumers [4][5] - Stress relief methods vary by gender, with men preferring gaming and sports, while women lean towards shopping and socializing [4][5] Group 3: Consumption Trends - Emotional consumption is evident across various scenarios, including workplace humor and pet care, with significant increases in sales of high-end pet food and smart pet devices [6][7] - The trend of "sensory healing" is gaining traction, with the fragrance industry expected to grow at over 10% annually, and ASMR videos achieving billions of views [7][8] - Travel preferences among young people have shifted towards experiences that provide emotional relief, with 81.2% seeking to escape work and life pressures [7][8] Group 4: Market Potential - The emotional economy is manifesting in various sectors, including gaming, concerts, and pet care, showcasing unprecedented growth potential [29][30] - The Chinese gaming market is projected to exceed 300 billion yuan in revenue, reflecting a 13.95% year-on-year growth [31] - The concert industry has seen significant engagement, with over 34.2 million performances and ticket sales reaching 31.54 billion yuan [31]