“许愿式消费”走红双11：年轻人用评论区改写购物规则

Core Insights - The article highlights the emergence of "wishful consumption" during the 2025 Double 11 shopping festival, where consumer demands directly influence product offerings, showcasing a shift in consumer power and brand responsiveness [1][11]. Group 1: Consumer Behavior - The new generation of consumers, particularly those born after 1995, is shifting from passive acceptance to active customization, demanding brands to create products based on their wishes [3][4]. - A significant 62% of Generation Z consumers prioritize product uniqueness in their purchasing decisions, with many willing to pay a premium of 15%-30% for customized services [4][10]. - Emotional value is becoming a core driver of consumer behavior, with young consumers seeking products that fulfill emotional needs rather than just functional ones [6][10]. Group 2: Brand Response and Supply Chain - Brands are increasingly adopting a responsive approach to consumer demands, with examples like Procter & Gamble quickly producing a transparent laundry detergent container based on consumer requests [9][10]. - The flexibility of China's supply chain and manufacturing capabilities allows for rapid product development and delivery, exemplified by brands like White Elephant responding to consumer requests for specific products [10][11]. - The integration of live-streaming e-commerce has created a feedback loop where consumer demands can be captured and acted upon in real-time, enhancing the overall shopping experience [10][11]. Group 3: Market Trends - The market for personalized customization services is projected to exceed 500 billion yuan by 2025, indicating a significant growth opportunity for brands that can effectively meet consumer demands [10]. - The success of "wishful consumption" during the Double 11 festival reflects the vitality of the Chinese consumer market and the resilience of its supply chain [11].