2.6亿Z世代登场：消费正式从“功能时代”进入“情绪时代”

Group 1 - The core consumer group in China is shifting from a focus on product functionality to emotional experiences, identity expression, and social value, primarily driven by Generation Z [1][4] - Generation Z, born between 1995 and 2010, comprises approximately 260 million individuals with an annual consumption capacity exceeding 5 trillion yuan, expected to become the dominant force in the consumer market over the next decade [1][4] - In various industries, such as the trendy toy sector, over 70% of core users are aged 18-30, indicating a shift towards purchasing for surprise, participation, and social discussion rather than just the product itself [1][4] Group 2 - The logic of consumption is changing, with "liking" replacing "value for money" as the primary decision-making factor among young consumers [3][4] - The traditional purchasing decision sequence of functionality, price, and brand is now often reversed to prioritize emotional connection, recognition, and then functionality [3][4] - The emotional consumption market in China is nearing a scale of 2 trillion yuan, encompassing industries like trendy toys, pets, experiential consumption, and content entertainment, where emotional clarity is more significant than functional scarcity [4][6] Group 3 - The rise of emotional consumption among Generation Z is attributed to three structural reasons: the transition to higher-level needs after material abundance, the amplification of emotional value through social media, and the increased demand for identity expression [6][8][10] - As basic functional needs are met, consumers are seeking emotional fulfillment, aligning with Maslow's hierarchy of needs [6][7] - Social media has made "shareability" a key product value, with many purchases driven by the desire to present appealing content on platforms [8][10] Group 4 - Companies are rethinking their product logic, moving from a focus solely on functionality to incorporating emotions and social aspects into their offerings [14][17] - Brands are increasingly transforming products into content, designing them with an emphasis on storytelling and visual appeal [14][15] - Retail spaces are evolving from mere sales points to experiential environments, encouraging consumer participation rather than just transactions [15][16] Group 5 - The emotional competition era has arrived, where traditional metrics like better materials or lower prices are no longer sufficient for brand differentiation [17][20] - Brands lacking emotional expression risk becoming interchangeable commodities, as consumers may forget quality products that do not resonate emotionally [17][20] - Future competition in the consumer market will hinge on three capabilities: understanding emotions, creating emotional connections in products, and amplifying those emotions for consumer sharing [18][19][20]