开年“顶流”事件：情绪，才是最硬的社交货币

Core Insights - The article discusses two viral events that highlight the emerging trend of "emotional value" in consumer behavior, indicating a shift from material possession to emotional experience as the primary driver of purchasing decisions [5][20][24] Group 1: Viral Events - The "Hecuan Dadai" event involved a young person in Chongqing who sought help for a pig slaughtering event, leading to a massive turnout of over 10,000 people and significant online engagement, with the influencer gaining over 1 million followers [2][11][12] - The app "Is It Dead?" gained rapid popularity, becoming the top paid app on the Apple App Store, with a user base that surged nearly 200 times, despite its simple functionality and low development cost [14][19] Group 2: Emotional Value in Consumer Behavior - Both events reflect a deeper societal need for emotional connection, with "Hecuan Dadai" tapping into nostalgia and community belonging, while "Is It Dead?" addresses the anxiety of loneliness among urban dwellers [15][17] - The concept of emotional value is becoming a significant currency in consumer decisions, as people increasingly prioritize experiences and feelings over material goods [20][24] Group 3: Market Trends and Opportunities - The emotional economy is projected to grow significantly, with a report indicating a compound annual growth rate of 12% since 2013, potentially reaching a market size of over 2 trillion yuan by 2025 [21] - The low marginal cost and high emotional premium associated with emotional value products create unique business opportunities, as seen in both viral events [22][23] Group 4: Challenges and Sustainability - The emotional value business is fraught with challenges, including the risk of emotional overload and sustainability, as maintaining genuine connections with consumers is crucial for long-term success [26][28] - Trust is identified as a fragile element in emotional consumption, where perceived insincerity can lead to backlash, emphasizing the need for authenticity in emotional marketing [26][27]