新消费强势崛起，Z世代和千禧一代重构高奢商场逻辑

Core Viewpoint - The article discusses the shift in consumer behavior among the Z generation and millennials, emphasizing the importance of emotional value in purchasing decisions, which has led to a transformation in retail experiences and brand strategies [3][4][6]. Group 1: Changing Consumer Behavior - The Z generation and millennials are becoming the main consumer force, focusing on emotional value rather than just the practical utility of products [3][6]. - Nearly 30% of young consumers are willing to spend for emotional satisfaction, indicating a significant shift in consumption patterns [6][7]. - The traditional classification of high-end and mid-range brands is becoming less relevant, as consumers prioritize brands that offer emotional connection and unique experiences [7][9]. Group 2: Retail Experience Evolution - Retail spaces are evolving from mere transaction venues to platforms that provide unique experiences and emotional connections [4][8]. - Brands are increasingly integrating diverse activities and experiences to enhance consumer engagement, such as pop-up events and cultural exhibitions [9][10]. - The "Louis Number" project exemplifies the trend of combining retail, dining, and exhibitions to create a compelling consumer experience, significantly increasing visitor dwell time [9][10]. Group 3: Return to Physical Stores - The trend of emotional value is driving consumers back to physical stores, with brands like Pop Mart and Jellycat relying heavily on brick-and-mortar locations [10][11]. - Many online brands are recognizing the importance of physical presence, leading to a surge in new store openings across various cities [11][12]. - The expansion of brand stores is revitalizing offline commercial activity, with a focus on experiential retail that fosters deeper connections with consumers [11].