香薰、盲盒与古法金：观夏、泡泡玛特、老铺黄金的"千亿情绪生意"，是怎样炼成的?

Core Insights - The article discusses a significant shift in consumer behavior in China, moving from "tool-based consumption" to "toy-based consumption," where products are valued for their emotional and aesthetic significance rather than just functionality [2][4]. Group 1: Changes in Consumer Behavior - Consumers are increasingly willing to pay for products that offer emotional value, stories, and unique experiences rather than just functionality [4]. - The competition among brands has shifted from price and functionality to the lifestyle and values represented by the products [4][5]. Group 2: Psychological Drivers - Two major psychological drivers are identified: the pursuit of "instant gratification" and the feeling of "atomized existence" in urban life, leading to a desire for emotional connection through consumption [5][6]. - The fast-paced nature of modern life has reduced consumers' patience, making them favor products that provide immediate emotional satisfaction [6][8]. Group 3: Emotional Value Layers - The article outlines three layers of emotional value in consumption: 1. "Little Happiness": Consumers pay for small, certain pleasures that provide immediate emotional relief [10][11]. 2. Identity Construction: Consumption becomes a means for individuals to define themselves and find belonging in a fragmented society [14][16]. 3. Co-creation and Participation: Consumers seek to engage in the creation of products and brand narratives, valuing their input and influence [25][30]. Group 4: Case Studies - Case Study 1: Guansha: This brand creates a "New Orientalism" aesthetic, allowing consumers to express cultural identity and taste through its products [17][18]. - Case Study 2: Luckin Coffee: The brand leverages limited edition collaborations to create social currency, allowing consumers to feel part of a trendy community [21][22]. Group 5: Strategies for Brands - Brands are encouraged to create "instant joy" through appealing designs, storytelling, and user empowerment [32]. - Engaging consumers as active participants in the brand narrative is essential for building loyalty and emotional connection [39][30].