财知浅见｜情绪经济与Z世代消费主权崛起

Core Viewpoint - The article discusses the shift in consumer behavior among Generation Z, emphasizing their willingness to pay a premium for emotional experiences, which reflects a broader transition in Chinese society from material abundance to emotional fulfillment [2][4]. Group 1: Consumer Behavior - Generation Z's pursuit of "uncertainty surprises," "community recognition," and "personalized expression" leads to a consumption model that prioritizes psychological satisfaction and social currency over traditional value-price assessments [2]. - This shift indicates a transformation in China from a "manufacturing output" economy to a "cultural IP output" economy, with capital markets increasingly recognizing high-value, light-asset models [2][4]. Group 2: Industry Trends - The rise of emotional economy has resulted in a new operational model that captures value across the entire content creation industry chain, from IP industrialization to value redistribution [4]. - Companies are building complete chains involving artist signing, industrial production, multi-channel sales, and secondary trading, relying on four key phases: incubation, growth, explosion, and continuation [4]. Group 3: Market Dynamics - The emotional economy has driven significant market activity in A-share markets, particularly in the two-dimensional and trendy toy sectors, supported by a large consumer base [4]. - For instance, Pop Mart, known for its trendy toys, has shown strong stock performance since its listing in Hong Kong, exemplifying the dual attributes of "new consumption + cultural IP" [4].