Core Insights - The report highlights the rising trend of "emotional consumption" among the Z generation, indicating a shift from material preferences to emotional satisfaction as a primary consumer motivation [1][3][8] Group 1: Emotional Value Recognition - Over 90% of young people recognize "emotional value," with nearly 80% believing it primarily comes from understanding and responding within intimate relationships [3][7] - More than 60% of youth are willing to pay for emotional value, reflecting a 16.2% increase from 2024 [3][7] - The average monthly expenditure on emotional consumption among young people is 949 yuan, with 20% identified as "daily active users" of emotional consumption [11][21] Group 2: Consumption Patterns and Motivations - The key motivations for young people to pay for emotional value include value resonance (37.6%), self-healing (34.2%), and creating a sense of ritual (32.3%) [12][13] - The top categories for emotional consumption include physical goods (40.7%), experiential consumption (39.4%), social relationships (28.1%), and digital consumption (27.7%) [16][12] - Younger individuals (post-2005) show a higher preference for spending on social relationships/services, while those born after 2000 prefer digital consumption [16][19] Group 3: Emotional Consumption Timing and Triggers - Emotional consumption peaks during late-night hours (22:00 and after) and during work breaks, indicating a reliance on consumption for psychological maintenance [20][21] - Young people engage in emotional consumption both to celebrate happiness (34.9%) and to cope with negative emotions (48.4%) [20][21] - The report suggests that emotional consumption serves as a solution for the Z generation to achieve "spiritual self-consistency" amidst societal pressures [21][24] Group 4: Evolving Consumer Expectations - Over 70% of young people believe the threshold for obtaining emotional value through consumption is rising, with many indicating that ordinary products no longer suffice [24] - There is a notable distinction in preferences between genders, with males leaning towards deep interaction and customization, while females are more critical of experiential details [24]

Group 1 - The Hong Kong stock market opened higher on September 5, with the Hang Seng Index rising by 0.31% and the Hang Seng Tech Index increasing by 0.42%, driven by strong performance in the technology and new energy sectors [1] - The latest "Automobile Consumption Index" released by the China Automobile Dealers Association indicates that the index for August 2025 is 83.3, higher than the previous month, with expectations for September automobile sales to exceed those of August [1] - September marks the peak season for automobile consumption, driven by wedding and school seasons, as well as increased demand for self-driving trips during the National Day holiday [1] Group 2 - Huachuang Securities reports that the domestic consumption market is entering a new phase characterized by slowing product growth and ongoing service prosperity, with trends focusing on quality-price ratio, emotional value, and overseas expansion, alongside AI applications driving product transformation and efficiency [1] - The current investment themes in the service industry include: 1) Restructuring of offline formats, with supply chain maturity becoming key to success in chain consumption [1] 2) Implementation of AI applications across various scenarios [1] 3) High demand for experiential consumption, particularly in sectors like cultural tourism and sports [1] Group 3 - The Hong Kong Consumption ETF (513230) tracks the CSI Hong Kong Stock Connect Consumption Theme Index, encompassing leading companies in internet e-commerce and new consumption, including Pop Mart, Lao Pu Gold, and Miniso, as well as tech giants like Tencent, Kuaishou, Alibaba, and Xiaomi, highlighting a strong tech-consumption attribute [2]

Core Viewpoint - The domestic consumption market is entering a new phase characterized by slowing product growth and ongoing prosperity in services, with trends such as value-for-money, emotional value, and overseas expansion emerging as key themes [1] Demand Side - Service consumption is overall prosperous, with value-for-money, emotional value, and overseas expansion becoming new trends. The domestic consumption market is experiencing a slowdown in product growth, while service consumption is being emphasized as a crucial driver for overall market growth [1] - Changes in income expectations and generational shifts among consumers are leading to a heightened focus on cost-effectiveness, while also driving demand towards more segmented offerings [1] - The "Guochao" (national trend) brands, which leverage local creativity, are gaining favor among domestic consumers and are expected to lead in establishing brand recognition in overseas markets [1] Supply Side - Offline consumption is accelerating towards chain operations, with local life and comprehensive e-commerce platforms enhancing fulfillment capabilities and deepening integration with offline consumption scenarios [2] - Leading chain dining enterprises are increasingly focusing on vertical integration within their supply chains, while competition is also driven by product-oriented strategies that emphasize differentiated scenarios, services, and content IP [2] - The application of AI is providing new momentum for product transformation and efficiency improvements in sectors such as enterprise services and education [2] Business Models - Service consumption reflects a deep integration of scenarios and services, leading to the emergence of different business models based on the complexity of service content and scenarios [3] - Three main business models are identified: 1. Chain operations focused on organizational efficiency and overall supply chain efficiency 2. Complex standalone operations centered around scarce scenarios and intricate service content 3. Service distribution and empowerment platforms leveraging traffic, scale, and technological advantages [3] - The industry is expected to undergo a reshuffling, with leading companies emerging that can solidify their barriers and potentially navigate through economic cycles [3]

Core Insights - The report indicates that nearly 60% of young people are willing to pay for emotional value, reflecting a significant shift in consumer behavior towards "emotional consumption" as a new lifestyle and focus in the market [2][3] Group 1: Consumer Behavior - 56.3% of youth choose to engage in "happy consumption" for emotional value or interests, marking a 16.2 percentage point increase compared to 2024 [2] - 44.8% of young people are focused on "quality upgrades," indicating a desire for better experiences driven by emotional needs rather than blind self-indulgence [2] - The average monthly expenditure on emotional consumption among youth is 949 yuan, with 18.1% willing to spend over 2000 yuan monthly [3] Group 2: Motivations and Trends - Core motivations for emotional consumption include emotional tuning and understanding, with significant gender differences: 52.6% of women prioritize happiness and relaxation compared to 42.1% of men [3] - Over 20% of youth are classified as "active emotional consumers," with 43.4% engaging in emotional purchases multiple times a week [3] - Emotional consumption is characterized by three main trends: seeking emotional healing and stress relief, obtaining immediate satisfaction and emotional companionship, and expressing identity within subcultural circles [3] Group 3: Societal Context - The Shanghai Youth Research Center highlights the emotional belonging crisis faced by youth, exacerbated by urbanization and weakened traditional connections [4] - As real-life social interactions fail to provide stable emotional support, youth turn to consumption as a substitute, leading to the notion that "consumption equals companionship" [4] - Promoting rational consumption, enhancing psychological adjustment methods, and building diverse social networks are essential for maintaining the long-term emotional health of youth [4]

Core Insights - The report highlights the rise of emotional consumption among the "post-95" generation, indicating a 16.2 percentage point increase in young people willing to pay for emotional value compared to last year's Double Eleven shopping festival [1] - Emotional value has evolved from temporary comfort to a vital source for maintaining mental health and life motivation for young people, becoming a core engine of the Z generation's consumption market [1] Emotional Consumption Trends - Key emotional consumption keywords include concerts, AI companions, and Labubu, with significant growth in related discussions and searches, such as a 1894-fold increase in posts about AI companions and a 3133.2% increase for Labubu [2] - Nearly 40% of consumers are willing to pay for "value resonance," reflecting a strong demand for spiritual recognition among young people [2] Spending Patterns - Over 40% of young people engage in physical and experiential consumption, with more than 50% spending between 100-300 yuan monthly on physical goods [3] - Social relationship consumption accounts for 28.1%, while digital consumption makes up 27.7%, indicating a polarized spending pattern [3] Psychological Aspects of Consumption - Emotional consumption serves dual purposes: 34.9% of young people spend to celebrate happiness, while 48.4% consume to stabilize emotions during low points [5] - The average monthly expenditure on emotional consumption is 949 yuan, with a notable gender difference in motivations for spending [7] Identity and Social Pressure - Emotional consumption narratives are driven by the need for personalization and community recognition, allowing young people to express their identities and establish a sense of belonging [7] - The pressures of modern society lead to emotional consumption becoming a solution for the Z generation's mental autonomy, shifting consumption behavior from functional satisfaction to emotional repair [7]

Core Viewpoint - The article discusses the emergence of "emotional value" in consumer behavior, highlighting a shift from functional and practical consumption to a focus on individual expression and emotional satisfaction in the context of economic changes [4][18]. Group 1: Emotional Value - Emotional value refers to the additional value of a product beyond its functionality and practicality, often tied to design and aesthetic appeal [4][5]. - The current consumer market reflects a transition to a "third consumption era," where the focus shifts from basic necessities to personalized and segmented demands [4][18]. - Emotional value is characterized by a detachment from functional attributes, allowing for premium pricing based on consumer sentiment rather than utility [5][19]. Group 2: Market Dynamics - The rise of companies like Pop Mart illustrates a significant change in consumer preferences, where emotional value can drive sales even in a downturn [5][20]. - The traditional logic of basic consumer goods, which relies on quantifiable metrics, contrasts sharply with the more subjective nature of emotional value [6][16]. - The phenomenon of "useless premium" emerges during economic downturns, where consumers still seek non-essential items for psychological comfort, despite a general trend towards frugality [10][12]. Group 3: Consumer Behavior - Younger consumers are increasingly willing to pay for non-functional items, reflecting a desire for self-expression and emotional fulfillment [19][25]. - The concept of "lipstick effect" is mentioned, suggesting that consumers may indulge in small luxuries during tough economic times, although this idea lacks empirical support [12]. - The article posits that as economic conditions worsen, the appeal of emotional value may grow, providing a channel for the release of existing wealth [15][25]. Group 4: Case Studies - Pop Mart's success is attributed not only to its product design but also to the founder's genuine passion for the collectible toy market, emphasizing the importance of emotional connection in business [23]. - The article contrasts the performance of luxury brands like BMW, which continue to thrive despite economic challenges, with more traditional consumer goods that face risks of being "replaced" or "segmented" [20][21]. - Lululemon's strategy of extracting abstract value from functional products demonstrates how brands can successfully navigate the shift towards emotional value [20].

Core Viewpoint - The article discusses the recent stock price fluctuations of Pop Mart, highlighting its resilience and growth potential despite a temporary pullback, and emphasizes the importance of understanding its underlying business model to unlock value creation in the new consumption era [1]. Group 1: Market Dynamics - Pop Mart's market capitalization has increased from over 300 billion to over 400 billion, illustrating significant market interest and volatility [1]. - The founder, Wang Ning, notes that a daily fluctuation of two percentage points can lead to a change of 100 billion in market value, reflecting the dramatic nature of stock price movements [1]. Group 2: Business Model Insights - The article emphasizes the need for companies to address challenges related to overcapacity and consumer repurchase behavior in a market characterized by excess supply [1]. - Zhang Le, a key figure in the article, suggests that understanding consumer behavior and creating a sustainable business model is crucial for overcoming price competition [1]. Group 3: Course Content Overview - The course aims to dissect core issues in the consumption era, including strategies for companies to navigate from scarcity to overcapacity and the essence of generational consumption differences [6]. - It will explore the steps for "small but beautiful" brands to seize opportunities in the current market landscape [6]. Group 4: Learning Outcomes - Participants will learn how to quantify "emotional value" and apply it to product development [10]. - The course will provide tools to understand the emotional purchasing motivations of younger generations [8]. - Insights will be shared on the premium logic of "useless items" and how to drive repeat purchases [9].

Core Insights - The rise of "pain gold" jewelry, which combines elements from anime, games, and other IPs, has gained significant popularity among young consumers, with prices reaching as high as 2,600 yuan per gram [1][7][10] Group 1: Market Trends - Traditional gold retailers like Chow Tai Fook, Lao Miao, and others are shifting focus from conventional gold items to "pain gold" products, which feature collaborations with popular IPs [4][5] - The sales of "pain gold" items have been strong, with pre-sales for certain collections receiving deposits in the tens of thousands of yuan, indicating high demand among fans [6][10] Group 2: Pricing and Valuation - "Pain gold" products are typically sold at fixed prices rather than by weight, leading to significant price premiums over standard gold prices, with some items showing over 100% markup compared to the market gold price [7][8] - For example, a gold banknote weighing only 0.2 grams is priced at 520 yuan, equating to 2,600 yuan per gram, which is more than double the market rate [7][10] Group 3: Consumer Behavior - Retail staff employ emotional marketing strategies to connect with young consumers, emphasizing the sentimental value of the products, which often leads to higher sales [5][8] - The concept of "value retention" is heavily promoted, with claims that these items are not only collectibles but also investment-worthy, despite evidence suggesting significant depreciation upon resale [8][10] Group 4: Challenges and Concerns - The resale market for "pain gold" items often reveals substantial depreciation, with buyback prices from retailers being significantly lower than original purchase prices, sometimes as low as 35% of the original price [10][11] - There are concerns regarding transparency in marketing, as many retailers do not disclose critical information about the weight and resale conditions of "pain gold" products, potentially misleading consumers [12]

Core Viewpoint - The rising popularity of "pain gold" jewelry, which features designs inspired by anime and other pop culture elements, is driven by young consumers' willingness to pay for emotional value, but there are concerns about its long-term value retention as market hype may fade [1][9]. Group 1: Market Trends - "Pain gold" products are becoming the main attraction in gold stores, replacing traditional items like bracelets and charms [2]. - Major brands such as Chow Tai Fook, Lao Miao, and Chao Hong Ji are actively promoting "pain gold" items, with a significant portion of their displays dedicated to these collaborations [2][4]. - The emotional connection to characters from popular series like "Tian Guan Ci Fu" is a key driver for purchases, with consumers willing to spend large amounts on these items [4][5]. Group 2: Pricing and Valuation - "Pain gold" products are typically sold at fixed prices, often significantly higher than traditional gold pricing, with examples including a Chow Tai Fook Stitch bracelet priced at 5340 yuan and a Lao Miao "Tian Guan Ci Fu" bracelet at 1520 yuan [5][6]. - The pricing strategy often obscures the actual gold weight, leading to high premiums; for instance, a gold note weighing only 0.2 grams is priced at 520 yuan, equating to 2600 yuan per gram [6][10]. - The premium pricing is justified by sellers citing the complexity of production and the costs associated with IP licensing [8]. Group 3: Consumer Behavior and Risks - Consumers face significant depreciation when attempting to resell "pain gold" items, with buyback offers often being a fraction of the original price [10][11]. - The marketing of "pain gold" emphasizes emotional and investment value, but there are concerns about transparency regarding actual gold weight and resale conditions [12]. - Many consumers report feeling misled about the value retention of these products, leading to dissatisfaction when they attempt to sell them [10][12].

Group 1: Consumer Market Trends - The Shanghai consumer market is entering the traditional peak season of "Golden September and Silver October," characterized by vibrant consumption driven by financial policies and innovative collaborations [1] - A series of cross-industry integrations and scene innovations are emerging, enhancing the consumption landscape in Shanghai [1] Group 2: Financial Policies and Consumer Loans - The implementation of the national personal consumption loan interest subsidy policy is rapidly benefiting citizens, with significant actions taken by major enterprises like Bailian Group and SPD Bank [2][4] - The collaboration between Bailian Group and SPD Bank effectively connects macro policy benefits to the consumer end, marking a successful model of "commercial + financial" dual-driven approach [4] Group 3: Dining Experience Innovations - The dining sector is seeking new growth points through the integration of popular variety shows, such as the collaboration between the food competition show "One Meal to Fame" and Meituan [5] - Post-broadcast, restaurants featured in the show experienced a 166% increase in total exposure and a 42% rise in transaction users, indicating a successful online-offline fusion [7] Group 4: Global Brand Collaborations - International brands are injecting new vitality into Shanghai's autumn consumption market through significant IP collaborations, such as LEGO's partnership with actor Tom Holland for the "Play Without Limits" global brand campaign [9] - This collaboration aims to promote the idea that play is a form of self-expression, regardless of age, aligning with the needs of family consumers and the "Kidult" demographic [11]