Z 世代消费新逻辑：从功能满足到情感共鸣

Core Insights - The Z generation is transforming the commercial market by prioritizing aesthetic and value over traditional "cost-performance" standards, viewing consumption as a form of self-expression [1] - The rise of domestic brands reflects a shift towards cultural identity in consumer behavior, while niche designer brands are gaining popularity due to the pursuit of uniqueness [1] - Consumption decisions are increasingly characterized by "social currency," where the shareability of products and the ability to foster community recognition are more important than practical functionality [1] - The virtual consumption market is experiencing explosive growth, with emerging fields like digital collectibles and metaverse social spaces reshaping value exchange among younger demographics [1] - Companies need to adopt a "connection-first" marketing paradigm, enhancing engagement through co-creation of content and leveraging community operations to build user assets, while aligning with sustainable principles to resonate with social responsibility [1] - Understanding the Z generation's philosophy of "buying as belief" is crucial for gaining a competitive edge in the new market landscape [1]