“情绪消费”渐起！近六成青年愿意为情绪价值买单

Group 1 - The core viewpoint of the articles highlights the rise of "emotional consumption" among young consumers, with over 90% recognizing its value and nearly 60% willing to pay for it [1][9] - A significant trend is observed where young consumers prefer to spend small amounts for greater happiness, as evidenced by the popularity of stores like "Happy Gift House" in Shanghai [3] - The "2025 Generation Z Emotional Consumption Report" indicates that 56.3% of respondents engage in "happy consumption" for emotional value, marking a 16.2 percentage point increase from 2024 [9] Group 2 - Popular product categories that satisfy emotional value include plush toys, aromatherapy, stress relief toys, and various experiential and digital consumption options [9] - Data from a specific e-commerce platform shows a 100% year-on-year increase in the number of orders in the trendy toy category from October 10 to 20 [9] - The demand for self-care and wellness-related consumption has surged this year, with searches for "hair dye group buying" and "therapeutic wellness" increasing by over 145% and 188%, respectively [13]