品牌应该如何适应感性消费时代

Core Insights - The article discusses the shift towards a "feeling-first" consumer era, where emotional and aesthetic factors increasingly influence purchasing decisions beyond mere practicality [2][3] Consumer Behavior Trends - Consumers are now purchasing items like fountain pens not for utility but for the emotional experience of "regaining sensitivity" [3] - There is a growing trend of consumers consciously curating their aesthetic and style, seeking products that match specific scenarios, such as home decor that aligns with personal taste [3] - Feedback on product usability is increasingly based on personal experience rather than technical specifications, highlighting a shift in evaluation criteria [3] Economic Context - The article notes that as GDP per capita in China is projected to reach $13,000 to $14,000 by 2025, the consumption landscape will increasingly prioritize quality of life over material needs [4] - Emerging consumption trends in China include emotional companionship, offline experiences, social consumption, and pet-related spending, indicating a vibrant market driven by these factors [4][6] Market Dynamics - The coexistence of rational and emotional consumption behaviors is noted, with brands needing to adapt to this duality to remain competitive [6] - The article emphasizes that brands must respond to consumer emotional factors throughout the entire consumption chain, from product development to marketing and after-sales service [8][9] Strategic Recommendations for Brands - Brands should enhance their understanding of consumer emotions and decision-making processes, ensuring that insights are integrated throughout the consumer journey [10] - The importance of content and trusted influencers is highlighted, as they help consumers navigate their emotional needs and provide solutions [15] - Collaborating with "true users" who genuinely engage with the brand can enhance credibility and expand market reach, as demonstrated by successful case studies [16] Conclusion - In the emotional consumption era, brands must offer personalized lifestyle solutions rather than just standalone products, reducing decision-making and learning costs for consumers [17] - The article concludes with a "4C" growth model for companies: Consensus, Context, Co-creation, and Compounding, emphasizing the need for deeper consumer insights [17]