【2025美好生活高峰论坛|圆桌会议】从“悦己”到“共情”：解码Z世代消费心智

Core Insights - The forum focused on high-quality consumption and the future of the Chinese consumer market, emphasizing the importance of emotional value in the purchasing decisions of Generation Z [2][4][7] Group 1: Emotional Value in Consumer Behavior - Emotional value has become a core driver of purchasing decisions for Generation Z, with brands needing to establish deep resonance with consumers through spiritual values [4][5] - Brands like Brown Brothers integrate mindfulness into their products, providing consumers with spiritual satisfaction beyond functional needs [4] - The transformation of emotional value into brand competitiveness is exemplified by Yuanqi Forest's product design, which is tailored to user needs, enhancing the consumer experience [5] Group 2: Changing Consumption Logic - The consumption logic of Generation Z is undergoing profound changes, shifting from a focus on functional value to emotional resonance [5][6] - Brands are increasingly using scenario-based marketing to create emotional connections with consumers, as seen in the case of Ma Dajie, which emphasizes companionship and emotional relief through its products [6] - The pursuit of uniqueness and self-expression among young consumers is driving the rise of customized services and limited edition products [6][7] Group 3: Future Trends in Consumption - The future consumer market will be characterized by technological empowerment and commercial inclusivity, which will drive consumption upgrades [7] - Brands must balance technology and humanity to meet diverse consumer needs, as demonstrated by the introduction of various retail formats to cater to different demographics [7] - The consensus among industry experts is that brands must engage with consumers in a more sincere and personalized manner to thrive in a competitive market [7]