Group 1 - The core idea revolves around the concept of emotional value in branding, suggesting that brands can differentiate themselves by deeply satisfying consumer emotions, which is crucial in a competitive market [1][2] - The article highlights a significant trend where many brands are facing closures or deregistration, reaching a 14-year high in 2024, indicating a need for brands to better understand consumer psychology [1][2] - Emotional value is linked to economic value, as consumers are willing to pay a premium for brands that resonate with their identity and values, exemplified by the success of blind box products [2][4] Group 2 - The shift from material consumption to experiential consumption is emphasized, particularly in Japan, where consumers seek emotional fulfillment through unique experiences rather than just products [3][4] - The rise of products that provide emotional comfort, such as stress-relief toys and virtual goods, showcases the growing potential of the emotional consumption market [4] - Emotional value is identified as a new driving force in consumer behavior, reshaping value perceptions and offering businesses new avenues for economic growth [4]

Core Insights - The article discusses the significance of emotional value in branding and consumer relationships, emphasizing that understanding consumer psychology is crucial for brands to thrive in a competitive market [1][2][4]. Group 1: Emotional Value and Consumer Behavior - Emotional value translates into economic value as consumers are willing to pay a premium for positive emotional experiences associated with brands [2]. - Brand premium is explained through emotional value, where consumers expect emotional satisfaction and are willing to pay for it, reflecting their identity and values [2]. - Examples of brands like Labubu demonstrate how emotional value can lead to significant market prices, with blind boxes being sold for thousands, showcasing the strong monetization potential of emotional value in consumer markets [2]. Group 2: Experience-Driven Consumption - The shift from material consumption to experience consumption is highlighted, particularly in Japan, where consumers seek emotional fulfillment through unique experiences [3]. - Japanese agricultural marketing strategies focus on providing consumers with experiences, such as fruit picking and farm visits, which enhance emotional connections to products [3]. - Social media amplifies the influence of emotional value, with seemingly trivial products gaining popularity as emotional outlets for consumers [3][4]. Group 3: Emerging Trends in Emotional Consumption - The rise of products that provide immediate emotional relief, such as stress-relief toys, indicates a growing market for emotional consumption [4]. - The popularity of niche products, like "谷子" merchandise, reflects the vast potential of the emotional consumption market as it transitions from niche to mainstream [4]. - Emotional value is reshaping consumer values, allowing for spiritual satisfaction beyond material needs, and presenting new business opportunities for companies [4].

Group 1 - The core idea of the article revolves around the shift in consumer behavior from traditional value-for-money considerations to a focus on "emotional value" in purchasing decisions [2][5][10] - Younger consumers are increasingly willing to spend on experiences and products that provide emotional resonance, indicating a change in the underlying motivations for consumption [3][9][12] - The concept of "emotional consumption" is framed as a necessary aspect of modern life, addressing emotional needs rather than just practical ones [4][10][25] Group 2 - The evolution of media from text-based platforms to short videos reflects a broader trend towards valuing emotional satisfaction over logical reasoning in consumer behavior [7][11] - Interviews with young consumers reveal a pattern of spending less on everyday items while allocating more funds to emotional experiences, such as concerts [8][9] - The distinction between functional consumption and emotional consumption highlights the growing importance of internal emotional needs in purchasing decisions [10][12] Group 3 - The role of social media and influencers in shaping consumer behavior is significant, as trends often emerge from elite endorsements that are then followed by the middle class and replicated by the masses [14][15][16] - Emotional value can lead to products being priced above their practical utility, as seen in luxury goods that provide a sense of identity and status [25] - The relationship between consumers and influencers is characterized by a blend of authenticity and performance, where emotional connections drive commercial value [20][22] Group 4 - The impact of algorithms and platform dynamics on consumer emotions is nuanced, with algorithms reflecting user sentiments rather than creating them [23][24] - The rise of AI companionship and new technologies may fill emotional voids in society, but their effectiveness will depend on existing social structures and emotional needs [27][28]

Core Viewpoint - The rise of "ugly nails" (丑甲) as a popular trend reflects a shift in consumer preferences towards unique and quirky products, driven by younger generations seeking individual expression and emotional value [1][11]. Group 1: Market Trends - "Ugly nail" blind boxes have gained significant popularity, with some sales exceeding 30,000 units, indicating a strong consumer demand for unconventional beauty products [2][4]. - The average price of "ugly nails" ranges from 7.99 to 30 yuan, with certain stores achieving monthly sales of over 10,000 units, showcasing the commercial viability of this niche market [4][10]. Group 2: Consumer Behavior - Consumer reactions to "ugly nails" are polarized; some embrace the aesthetic and share their experiences online, while others express reluctance to wear them publicly, highlighting the emotional engagement these products evoke [7][8]. - The appeal of "ugly" items, including "ugly dolls" and "ugly shoes," is expanding, suggesting a broader trend towards embracing non-traditional aesthetics in various consumer goods [10][11]. Group 3: Psychological Insights - The popularity of "ugly" products is linked to a desire for individuality and a reaction against standardized beauty norms, reflecting a psychological need for unique self-expression among young consumers [10][11]. - The emergence of "ugly" items as a form of emotional support for young people indicates a coping mechanism for dealing with modern life's pressures and challenges [10][11].

出品 | 摩登消费 作者 | 小志 编辑 | 方芳 美编 | 邢静 审核 | 颂文 消费市场正在发生新变化。 从谷子经济破圈到YU7卖爆，再到LABUBU大火，年轻人的消费，正在包含更多情绪价值。 今天这个消费市场，"情绪价值"正在成为影响年轻一代消费决策的决定性因素。 用宏观经济周期学来解释就是，当社会经济发展到一定阶段后，消费者们对品质生活的追求会不断上涨，品质就是"服务更行，产品更值"。 "人间七月天，最是松茸鲜"。如今，无论是北京还是上海，都能享受来自香格里拉的新鲜松茸，吃的是一口满足感，是好食材带来的情绪价值。 即便相隔千里，还是有很多消费者愿意选择顺丰冷链物流，选择原产地直发购买，去享受那份品质与新鲜。 当代消费升级的主旋律，就是一场关乎服务、品质的价值革命。 作为中国物流品质代名词——顺丰，也将成为无数消费行业变革的关键底座，在携手共赢中一起推动中国消费经济的升级增长。 更"行"的物流，对消费行业到底有什么价值？ 一罐新鲜奶粉，就能体现出来。 近年来，随着母婴用品市场逐渐进入存量竞争阶段，很多品牌商家们都开始转战线上线下全渠道经营，以寻求新的增长想象力。 在这种情况下，品牌多渠道管理就成了新考验 ...

Core Viewpoint - The rapid development of AI has transformed it from a mere tool into an "accompaniment" that provides emotional value, leading to a reflection on whether this algorithmic understanding and companionship is genuine or merely a calculated psychological feeding [2][3][4]. Group 1: Emotional Value of AI - AI is increasingly taking on roles of emotional companionship, providing comfort and understanding during times of loneliness, anxiety, or confusion [3][4]. - The ability of AI to provide emotional value relies on two key aspects: the training models and the operational platform logic [4][5]. - AI's emotional insights are enhanced through user interaction analysis, allowing it to deliver tailored emotional responses [5][6]. Group 2: Dependency and Passive Acceptance - The interaction with AI creates a high-response relationship, leading to a sense of being spoiled and potentially resulting in emotional addiction [9][10]. - AI's involvement in knowledge production and decision-making can lead to a passive acceptance of its capabilities, diminishing human critical thinking and creativity [11][12]. - As AI takes over more cognitive tasks, individuals may lose their motivation to think independently, leading to a decline in their problem-solving abilities [11][15]. Group 3: Social Degradation - The rise of virtual connections through AI can lead to a breakdown of real human relationships, as individuals may prefer the conflict-free interactions with AI over the complexities of human relationships [12][13]. - AI interactions create a one-sided projection of self, eliminating the necessary social friction that fosters self-reflection and personal growth [13][14]. - The reliance on AI for emotional support can obscure the importance of real human connections, leading to a loss of social skills and the ability to navigate interpersonal conflicts [12][14]. Group 4: Reversal of Tool and Humanity - AI, originally designed to empower humans, risks reversing the power dynamic, making humans dependent on AI for emotional and cognitive functions [15][16]. - The danger lies not in AI's capabilities but in the human tendency to become complacent and reliant on AI, leading to a decline in self-actualization and personal growth [15][16]. Group 5: Re-establishing Boundaries - There is a need to redefine the perception of AI as a tool rather than a source of wisdom, emphasizing its role in enhancing human capabilities without replacing them [17][18]. - It is crucial to maintain human cognitive functions and not outsource thinking to AI, especially in creative and critical areas [19][20]. - Establishing regulatory boundaries around the use of emotional data is essential to prevent manipulation and dependency on AI [22][23].

Core Insights - The Chinese gaming industry has become a global leader but faces three major contradictions that need to be balanced for higher quality development [1] - The industry has regained growth momentum after adjustments, yet its value is not fully recognized in society, leading to lower valuations compared to the "new consumption" sector, creating a "value gap" [2] - The gaming sector is a key driver of technologies like AI and cloud computing, but this positive impact requires broader social recognition [2] Group 1: Balancing Value - The core to bridging the value gap lies in forging high-quality innovative products, which includes producing blockbuster games and having a pioneering mindset to explore blue ocean markets [2] - The industry must actively showcase its technological contributions and build stronger communication bridges to convey the positive value of gaming [2] - The "Shu Long Cup" competition initiated by Century Huatong aims to narrow the gap with society and balance performance with value [2] Group 2: Emotional and Brand Value - Currently, "emotional value" is in high demand, with the "self-pleasing economy" booming, and gaming serves as an excellent medium to fulfill this need [2] - It is essential to elevate emotional value to sustainable "brand value" with cultural depth and social recognition for the industry's sustainable development [2] - Protecting intellectual property and integrating national values into product culture are crucial for achieving mutual empowerment between emotional and brand value [2] Group 3: Human-Machine Collaboration - The emergence of AI has made complex problem-solving easier, but the ability to pose high-level questions and possess interdisciplinary skills has become a rare asset [3] - The historical trend of major productivity changes leads to "human-machine collaboration," focusing on how humans can work with AI [3] - Century Huatong is enhancing development efficiency through AI tools, allowing developers to concentrate on creativity, with a future vision of personalized game content [3]

Group 1 - The core viewpoint emphasizes the rising popularity of night economy in Jiangsu, driven by various cultural and entertainment activities, which has become a new engine for consumption growth [1] - Jiangsu has introduced over 2,800 unique activities and more than 1,800 benefit measures to promote night economy, alongside the launch of 50 night consumption gathering business circles [1] - The integration of diverse night activities such as cultural performances, sports events, and trendy entertainment is enhancing consumer experiences and driving foot traffic [1] Group 2 - The night economy is evolving from simple night markets to a comprehensive chain including night tours, night views, night shows, and night entertainment, indicating a trend towards industrialization and quality enhancement [2] - Despite the growth, challenges such as homogenization, low-level construction, and inadequate supporting services remain, necessitating a focus on planning, supply richness, and regulatory improvements [2] - Creating compelling reasons for consumption, particularly for the youth, is essential, with emotional value becoming a key driver for night economy engagement [2] Group 3 - To avoid uniformity in night economy offerings, local historical resources and cultural characteristics should be leveraged to cultivate unique night economy brands [3] - Successful examples include Xi'an's "Datang Night City" and Gansu's Dunhuang Night Market, which integrate local culture into night consumption experiences [3] - Collaboration among various stakeholders is crucial for the sustainable development of night economy, requiring both infrastructure improvements and service quality enhancements [3]

Core Insights - The "Lychee Ice Brew" from "Grandpa Doesn't Brew Tea" has become a summer sensation, achieving over 80 million topic views on Weibo in a single day, indicating a significant shift in the tea beverage market [1] - The product's success is attributed to the integration of intangible cultural heritage (ICH) and emotional value, reshaping the competitive landscape of the tea industry [1] Group 1: Product and Sales Performance - The "Lychee Ice Brew" incorporates the ICH of Hubei Xiaogan rice brewing techniques, with cumulative sales reaching 38 million cups since its launch in 2018, and it is projected to become the top-selling rice brew milk tea in 2024, surpassing the combined sales of its competitors [2] - The use of unique ingredients, such as "Three Grain Inch" glutinous rice and special honeycomb yeast, provides a distinctive flavor that is difficult for industrial products to replicate [9] Group 2: Emotional Value and Market Trends - Emotional value has emerged as a key factor in the popularity of tea beverages, with products like the "Drunken Limited Edition" targeting young consumers' relaxation needs after work, leading to a significant increase in orders for alcoholic tea drinks after 8 PM [10] - The industry is evolving from focusing solely on taste to enhancing consumer experiences and emotional connections, as seen in various brands' strategies to cater to nighttime consumption [11] Group 3: Marketing and Consumer Engagement - "Grandpa Doesn't Brew Tea" has launched the "YE" series marketing activities to strengthen emotional connections, including tasting parties and pop-up stores, resulting in a 175% increase in orders during events [12] - The trend of "tea + lifestyle" collaborations is gaining traction, with other brands also engaging in cross-industry marketing to enhance customer engagement and boost sales [14] Group 4: Industry Competition and Future Directions - The competition in the tea industry is intensifying, with brands focusing on systematic operational capabilities, such as "Heytea" testing ICH tea workshops and "Naixue" planning eco-friendly packaging for ICH series [16] - The concept of deep consumer interaction, such as involving customers in the rice brewing process, is seen as a potential growth area as product homogenization increases [16]

Core Viewpoint - The Chinese潮玩 (trendy toys) market is experiencing explosive growth, with the popular character 拉布布 becoming a cultural phenomenon and driving significant sales both domestically and internationally [1][4][25]. Industry Growth - In the first half of 2025, the growth rate of the潮玩 industry doubled compared to 2024, with companies operating around the clock to meet demand [6][8]. - By June 2025, the number of潮玩-related enterprises registered in China increased by 41.08% year-on-year, indicating a robust expansion in the sector [7]. - In Dongguan, the largest潮玩 production base in China, many companies reported overwhelming orders during the same period [7]. Sales Trends -毛绒挂件 (plush accessories) saw a transaction volume increase of 164% year-on-year in the first half of 2025, marking it as one of the fastest-growing categories in毛绒玩具 (plush toys) [12]. - Male consumers accounted for over 40% of拉布布's sales, breaking the traditional female-dominated消费 (consumption) pattern in the潮玩 market [12]. Emotional Value - The success of潮玩 is attributed to their emotional value, as they resonate with consumers' feelings rather than merely fulfilling material needs [14][20]. -潮玩 products are designed to provide a "healing" experience, with careful attention to materials, textures, and emotional expressions [20][22]. Global Expansion - Chinese潮玩 products are increasingly recognized as global consumer goods, with unique designs and international marketing strategies allowing them to transcend cultural and geographical boundaries [25]. - In the first half of 2025,潮玩 exports from Dongguan reached 9.97 billion RMB, with a year-on-year growth of 6.3%, highlighting the international demand for these products [31]. Market Size - The Chinese潮玩 market is projected to grow from 229 billion RMB in 2020 to 877 billion RMB by 2025, with a compound annual growth rate of 35.1% [34]. - The global潮玩 market is expected to reach 52 billion USD (approximately 3727.5 billion RMB) by 2025, indicating a significant shift towards emotional consumption in the toy industry [34].