从“哭哭马”到“马彪彪”，年轻人真的吃情绪消费这套

Core Insights - The article highlights the rising popularity of two horse-themed cultural products, "Ku Ku Ma" and "Ma Biao Biao," which resonate emotionally with consumers, particularly the youth [1][2]. Group 1: Product Analysis - "Ma Biao Biao" is a non-heritage cultural product inspired by Qi Baishi's late works, specifically the galloping horse paintings, and features a carefree design that appeals to the public [1]. - Both "Ku Ku Ma" and "Ma Biao Biao" have become viral products due to their emotional value, which is a key factor in their popularity among consumers [1]. - The unique characteristics of "Ma Biao Biao," such as its "carefree" design, provide an opportunity for public participation in its creation, contrasting with the production mishap of "Ku Ku Ma" [1]. Group 2: Market Trends - The emotional consumption market in China is rapidly growing, with its scale projected to rise from 16.3 trillion yuan in 2022 to 23.1 trillion yuan in 2024, and expected to exceed 45 trillion yuan by 2029 [2]. - Over 90% of young people recognize the value of emotional products, and nearly 60% are willing to pay for emotional value, indicating a strong market demand for products that resonate emotionally [2]. Group 3: Implications for Cultural Products - The success of "Ku Ku Ma" and "Ma Biao Biao" suggests that cultural product designers should focus on understanding the lifestyle and inner needs of young consumers to find emotional resonance [3]. - There is a need for cultural product design to embrace unconventional thinking rather than standard approaches to achieve broader appeal [3]. - The article emphasizes the importance of recognizing both the randomness and inevitability in product success, suggesting that designers should explore the underlying patterns in consumer behavior [3].