综合体小东小西店为啥越来越多？“无用之用”成为消费新趋势

Core Insights - The emotional economy in China is projected to reach 2.3 trillion yuan in 2024 and exceed 4.5 trillion yuan by 2029, indicating a significant growth in consumer spending focused on emotional value rather than practicality [1] - Over 40.1% of young consumers prioritize "emotional value and interest" when shopping, surpassing practicality (22.3%) and cost-effectiveness (18.7%) [1] Group 1: Market Trends - The popularity of "small shops" selling non-essential items, such as toys and collectibles, is increasing in urban shopping complexes, with these stores attracting foot traffic comparable to popular dining establishments [3][6] - The trend of emotional consumption is evident, as consumers often purchase items for their emotional benefits rather than their utility, with many shoppers admitting to buying collectibles to relieve stress [2][6] Group 2: Consumer Behavior - Young consumers are increasingly engaging in shopping as a social activity, often visiting stores with friends to unwind and relieve stress, highlighting the importance of the shopping experience itself [2][6] - The demographic for collectible toys is expanding beyond just younger generations, with older consumers also participating in this market, driven by celebrity endorsements and a broader appeal [6] Group 3: Retail Strategy - Retailers are leveraging the emotional value of products to enhance customer experience and extend the time spent in shopping complexes, creating a consumption loop that benefits both small shops and essential retailers [8] - The integration of "small shops" into larger retail environments is seen as a strategy to diversify offerings and attract a wider audience, ultimately benefiting overall sales and foot traffic [8]