二三十的奶茶年轻人kùkù下单，同样价格的面包怎么不行？

Core Viewpoint - The article discusses the emotional value associated with consumer behavior in the beverage and bakery industries, highlighting how tea and baked goods are perceived differently by young consumers, leading to varying purchasing behaviors. Group 1: Emotional Value in Consumption - Young consumers often choose milk tea for emotional reasons, such as celebrating or comforting themselves, while purchasing bread requires more justification and planning [4][5] - The difference in purchasing behavior is attributed to "immediate emotional triggers" versus "planned consumption," where milk tea satisfies immediate desires while bread is often viewed through a lens of practicality [5][9] Group 2: Psychological Mechanisms - Three psychological mechanisms drive the high-frequency consumption of milk tea: psychological positioning, immediate feedback and pleasure, and social signals and recognition [10] - The bakery industry has not effectively tapped into these emotional triggers, leading to lower purchase rates compared to milk tea [11] Group 3: Misalignment in Emotional Value - Bread is often positioned as a "filling staple" rather than a source of joy, which limits its appeal to consumers who prioritize emotional satisfaction [14] - The marketing of bread focuses on health benefits rather than emotional engagement, making it less relatable and shareable on social media compared to milk tea [16][17] Group 4: Consumer Loyalty and Engagement - The bakery industry lacks the consumer loyalty strategies seen in the milk tea sector, where brands create habitual consumption through membership programs and promotions [19] - Data indicates that bakery consumption is more random, lacking the emotional habit-forming qualities that milk tea has achieved among young consumers [19] Group 5: Potential for Growth in the Bakery Sector - The bakery industry has significant potential for emotional value, with health, scenario-based marketing, and emotional engagement identified as key growth drivers [20] - Strategies such as rebranding bread as an emotional experience and creating unique scenarios for consumption can enhance its appeal to young consumers [20][21] Group 6: Balancing Health and Emotional Appeal - Young consumers are willing to pay a premium for high-quality, aesthetically pleasing baked goods that also meet health standards, with low-sugar and whole grain products seeing significant sales growth [24] - The challenge lies in ensuring that health-focused products do not compromise on flavor, as consumers seek both health benefits and enjoyable taste experiences [24]