李佳琦直播间“38大促”：“自我犒劳”推动美妆、办公、健康品类增长

Core Insights - The article highlights a shift in consumer focus from "gift-giving" during the pre-festival period to "self-care" and enhancing quality of life post-festival, indicating a trend towards "self-reward" consumption [1] Group 1: Consumer Behavior Trends - Consumers are increasingly prioritizing self-care, leading to growth in categories such as beauty, office supplies, and health products [1] - Products like coffee, ergonomic chairs, and sleep pillows have seen significant increases in popularity, with search volumes rising by 161% and 132% respectively in the week following the festival compared to the week before [1] Group 2: Market Dynamics - The concept of "emotional economy" has become a key term in the consumer market, with live streaming platforms acting as amplifiers for changes in consumer emotions and demands [1] - The "self-reward" consumption trend is characterized by rational and refined purchasing decisions, rather than impulsive buying, based on clear needs and understanding [1]