“犒赏经济”崛起：情绪买单撬动千亿消费新蓝海

Core Insights - The article defines "Reward Economy" as a new engine for driving domestic demand and expanding consumption, particularly among the younger demographic, with the collectible toy industry projected to reach a market size of 110.1 billion yuan by 2026 [1] Economic New Concept - "Reward Economy" is characterized by consumers purchasing non-essential goods or experiences to fulfill psychological needs and achieve immediate gratification, differing fundamentally from the "lipstick effect" which is a reaction to economic downturns [2] Market New Forces - The collectible toy industry exemplifies the "Reward Economy," experiencing explosive growth and evolving beyond the single "blind box" model into a multi-billion yuan "emotional business" [4] - As of April 2025, there are over 50,000 collectible toy-related companies in China, with leading brand Pop Mart expected to surpass 10 billion yuan in revenue for the first time in 2024 [4][5] Consumer New Portrait - Young consumers are reshaping their spending habits under the "Reward Economy," balancing frugality in essential goods with willingness to spend on emotionally resonant items like collectible toys and experiences [6] - Female consumers are increasingly driving demand, especially in artistic collectible toys, while over 60% of consumers spend no more than 5,000 yuan on collectibles [6] Industry New Changes - The rise of the "Reward Economy" is fostering innovation and cross-industry integration, leading to new business models like "Emotion+" that extend beyond collectibles into beauty and travel sectors [7] - Cultural consumption is being revitalized, with significant spending in areas like domestic cultural products and traditional crafts, contributing to the growth of the cultural industry [7] Cultural and Tourism New Scenes - The "Reward Economy" is invigorating the cultural and tourism sectors, emphasizing immersive experiences and personalized satisfaction, with local governments promoting this trend through various events [8] - Innovative models like "ticket root economy" are connecting tourism with consumption, enhancing the value of experiences through discounts and integrated services [8] Future New Directions - The future of the "Reward Economy" presents challenges, including the risk of over-commercialization and the need for sustainable product and IP development [9] - There is potential for deeper integration with technology, such as AI in design and personalized recommendations, which could enhance consumer interaction and experience [9] Regulatory New Guidance - The healthy development of the "Reward Economy" requires regulatory frameworks to promote rational consumption and address issues like quality and pricing in the market [10] - Companies are encouraged to focus on high-quality products that provide emotional value rather than merely selling experiences, fostering a market based on genuine consumer connection [10]