超会买的年轻人，正在用海淘填补「精神刚需」

Core Insights - The concept of "emotional value" is becoming a key driver in consumer behavior, with individuals increasingly willing to pay for small yet certain feelings of happiness [3][28] - The "emotional economy" market in China is projected to reach approximately 2.31 trillion yuan in 2024, with expectations to exceed 4.5 trillion yuan by 2029 [3] Consumer Behavior Trends - Young consumers are shifting their perspective on shopping from chasing popular products to selecting items that resonate with their specific emotions and needs [3][24] - The rise of cross-border e-commerce platforms like Amazon Global Store has made it easier for consumers to explore niche and interesting products from around the world [3][14] E-commerce Insights - Amazon Global Store has become a crucial platform for consumers to engage in "self-care" shopping, allowing them to curate their living spaces with carefully chosen items [6][19] - The platform offers a vast selection of over 30,000 international brands, facilitating the exploration of diverse lifestyles and products [10][19] Logistics and Pricing - Amazon Global Store has simplified the purchasing process by providing transparent pricing, including taxes and shipping costs, which enhances consumer decision-making [14][17] - The platform's logistics capabilities have improved, with average delivery times reduced by over two days compared to the previous year, making the shopping experience more efficient [17][19] Market Performance - Sales data indicates a significant increase in demand for niche and personalized products, with items like WoodWick candles and Polaroid cameras experiencing sales growth of over 20 times and 25% respectively in the first half of the year [25][28] - The Black Friday shopping season on Amazon Global Store has evolved into an important ritual for young consumers, representing a way to secure happiness for the upcoming year [28]