要情绪、要体验、要特昂，在深圳的一场消费「价值感」实验

Core Viewpoint - The discussion of "consumption downgrade" has been replaced by the consensus of "consumption stratification," indicating a shift in consumer behavior towards valuing experience, identity, and future potential rather than merely seeking low prices [3][4]. Group 1: Consumer Behavior Trends - Consumers are increasingly emphasizing "value for money" rather than just low prices, showing a willingness to pay for "emotional value" in areas like tea drinks and supermarkets [3][4]. - Experience consumption is a major category for younger consumers, with activities such as travel, concerts, and outdoor events being prioritized [3][4]. - The new consumption trends are characterized by a focus on emotional and practical values, leading to the emergence of new economic sectors like toy economy, pet economy, and cultural creative economy [4]. Group 2: New Consumption Landscape - The retail sales of consumer goods reached 24.55 trillion yuan in the first half of the year, with a year-on-year growth of 5.0%, indicating steady growth in the overall market [4]. - New consumption is defined by diverse demands from target customer groups, driven by new technologies, concepts, and models, leading to continuous product and service innovation [4]. - The essence of new consumption lies in the innovation of product categories, scenarios, and the emotional connection consumers have with brands [4]. Group 3: Event Overview - The Shenzhen Craft Beer Festival and the Third Shenzhen Teao Festival aim to explore new consumption scenarios and promote night economy development [5][7]. - The event will feature various activities, including beer competitions, live music, and creative showcases, designed to create a vibrant social atmosphere [7][12]. - Over 70 brands will participate, fostering cross-industry collaboration and creative exchanges to inspire new lifestyle concepts [12][14]. Group 4: Brand and Market Insights - The event organizers recognize the importance of brand beliefs that can transcend cycles, memorable product expressions, and commercial language that reflects urban culture [14]. - The "CITYFORCE Annual Brand" initiative will be launched to identify brands that excel in commercial, user, and social value, showcasing innovation and experience [14].