破防了，谁让00后管年货的？

Core Viewpoint - The article discusses the evolving nature of Chinese New Year shopping among the post-2000 generation, highlighting a shift from traditional items to personalized and trendy products that reflect individual preferences and lifestyles [2][25]. Group 1: Changing Consumer Behavior - The first batch of post-2000 individuals, now in their mid-20s, are becoming the main purchasers of New Year goods, marking a significant shift in consumer behavior [2][25]. - Traditional New Year items like sugar oranges and nuts are still present, but they are now accompanied by trendy products such as instant noodles, abstract couplets, and gaming skins, reflecting a change in what constitutes "New Year goods" [2][25]. - The focus has shifted from material abundance to emotional expression and personal enjoyment, with consumers prioritizing items that resonate with their tastes and lifestyles [25][26]. Group 2: Personalization and Emotional Value - Consumers like "high-class person" J express a preference for unique and unconventional items, such as a couplet featuring a humorous penguin character, which contrasts sharply with traditional couplets [4][8]. - The new generation's purchases often serve as a form of self-expression, with items chosen based on personal enjoyment rather than social expectations [13][25]. - The trend includes buying items for pets and gaming, indicating a broader definition of what constitutes New Year goods, emphasizing personal happiness over traditional norms [11][14]. Group 3: Social Dynamics and Family Interactions - The article notes that younger consumers are using unconventional items to navigate family interactions during the New Year, aiming to shift conversations away from uncomfortable topics [17][20]. - The concept of "New Year goods" has transformed into a means of expressing one's lifestyle and preferences, rather than merely fulfilling traditional roles [17][25]. - The emotional connection to purchases is highlighted, with consumers seeking to create a sense of comfort and joy for family members, as seen in the example of buying a mobile toilet for elderly relatives [23]. Group 4: Market Implications for Brands - Brands are encouraged to adapt to this new consumer mindset by offering products that incorporate emotional value and contemporary cultural references, rather than sticking to traditional packaging [28][29]. - The success of products like the co-branded drinks with popular games indicates a shift in marketing strategies to appeal to younger consumers who value both aesthetics and functionality [29][33]. - The emphasis on cost-effectiveness among younger consumers suggests that brands must balance emotional appeal with reasonable pricing to attract this demographic [33].